AEMPS

Consumers' Willingness to Purchase Security Applications: An Integrated Perspective

Authors

Siyu Zhao * 1 , Shuhui Wu 2

1 Jimei University

2 Hangzhou Yuanqing High School

Corresponding Author

Siyu Zhao

Keywords

Security applications, Purchase intention, Perceived risk, Technology acceptance, Marketing communication

Abstract

The accelerated pace of digitalization has fundamentally reshaped social interactions, commerce, and communication, yet it has simultaneously exposed individuals to a wide range of cyber threats. Security applications (apps) have therefore emerged as indispensable tools. However, despite sustained market expansion, consumer willingness to pay for dedicated security and crisis-help applications remains uneven across segments and contexts. This study integrates perspectives from psychology, information systems, and marketing to propose hypotheses on factors influencing consumer willingness to purchase security apps. We empirically test these hypotheses using data from 129 valid questionnaires from a user intention survey for a crisis-help app. The results indicate that situational factors (e.g., personal crisis experiences) and marketing communication (e.g., authoritative endorsements and real user cases) both significantly increase consumers' purchase intention. The theoretical contribution of this study is that it bridges disparate domains of cybersecurity, consumer behavior, and marketing research, suggesting that security consumption is not merely a rational utility-driven act but also a socially constructed and emotionally charged decision. Practically, the findings highlight the need for a holistic strategy: app developers must balance usability with transparency to build trust, while marketers should design communication campaigns that combine fear appeals with trust-building narratives to appeal to diverse audience segments.

Citation

Siyu Zhao, Shuhui Wu. Consumers' Willingness to Purchase Security Applications: An Integrated Perspective. AEMPS (2026) Vol. 278: 13-21. DOI: 10.54254/2754-1169/2025.BL35168.

References

[1]: Alhabash, S., Alhassan, M., & Alhabash, R. (2023). The role of social media dependence and social influence in shaping consumer trust and purchase intention.Journal of Management and Strategy Research, 5(2), 15–27.

[2]: Chen, Y., Zhang, L., & Liu, M. (2023). Technological innovation and perceived reliability of security apps.Journal of Cybersecurity, 8(2), 21–35.

[3]: Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology.MIS Quarterly, 13(3), 319–340.

[4]: Featherman, M. S., & Pavlou, P. A. (2003). Predicting e-services adoption: A perceived risk facets perspective.International Journal of Human-Computer Studies, 59(4), 451–474.

[5]: Keith, M. J., Babb, J. S., Lowry, P. B., Furner, C. P., & Abdullat, A. (2015). The role of mobile-computing self-efficacy in consumer information disclosure.Information Systems Journal, 25(6), 637–667.

[6]: Li, J., & Wang, Q. (2022). A study on functional characteristics and user satisfaction of mobile security applications.Journal of Digital Information Management, 10(3), 45–58.

[7]: Lwin, M., Wirtz, J., & Williams, J. D. (2007). Consumer online privacy concerns and responses: a power-responsibility equilibrium perspective.Journal of the Academy of Marketing Science, 35(4), 572–585.

[8]: Wang, T., & Lee, H. (2023). Exploring situational factors influencing online purchase intention: The role of convenience and emotional states.Journal of Theoretical and Applied Electronic Commerce Research, 18(1), 1–15.

[9]: Zhang, Y., Liu, H., & Chen, X. (2024). Persona perception and purchase intention in short video platforms: The mediating role of shared value and the moderating role of social presence.Humanities and Social Sciences Communications, 11, 27.

[10]: Zhao, H., & Sun, Z. (2022). User-centered design and perceived value of security apps.Journal of Human-Computer Interaction, 17(1), 12–26.

Copyright © 2021 Eliwise Academy. Unless Otherwise Stated