The effects of privacy concerns, perceived risk and trust on online purchasing behaviour

Nuno Fortes, Paulo Rita, Margherita Pagani

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

This study aims to analyse how privacy concerns have an impact on the consumer's intention to make online purchases. A research model was developed establishing the mediating role of trust and perceived risks. The results of the empirical survey (n = 900) show that the relationship between privacy concerns and purchasing intention is partially mediated by trust, perceived risk, and attitude. The results of a multi-group analysis show a different impact of privacy concerns on trust and perceived risks for males and females. Implications and further research suggestions are presented.

Original languageEnglish
Pages (from-to)307-329
Number of pages23
JournalInternational Journal of Internet Marketing and Advertising
Volume11
Issue number4
DOIs
Publication statusPublished - 2017

Keywords

  • E-commerce
  • Perceived risk
  • Privacy concerns
  • Purchasing behaviour
  • Trust

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