The Impacts of Information Privacy, Monetary Reward, and Buyers’ Protection Excess on Consumers’ Utility Using E-payment Gateways: A Conjoint Analysis

This paper reports our findings on the impacts of information privacy, financial reward, and buyers’ protection excess on consumers’ utility using E-payment Gateways. We invited users of the G2C E-government Portal of Hong Kong to participate in an online experiment and collected data from 1,795 subjects. From our conjoint analysis, we find that monetary reward has the most significant impact on consumers’ utility among the six design attributes of E-payment Gateways investigated in this study, i.e. monetary reward, online transfer of information, acceptability, buyers’ protection excess, anonymity, and physical control. We also observe that there is a gender impact on the relative importance of these attributes.