Integration of Grounded Theory and Case Study: An Exemplary Application from E-commerce Security Perception Research

This paper is written with two main aims: first, to justify the use of grounded theory (GT) as a data analysis method in a manner compatible with the case study strategy, by using Straussian GT in this integration. The need for this integration is vital, as no conceptual research specifies how grounded theory can be used as a method within an interpretive case study strategy in order to define a research methodology. The second aim is to de-monstrate the applicability of the proposed methodology, which has resulted from the integration, by providing a typical example of applying the methodology’s steps to the empirical research conducted in the area of the security perception of ecommerce.