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.
|Number of pages||23|
|Journal||International Journal of Internet Marketing and Advertising|
|Publication status||Published - 2017|
- Perceived risk
- Privacy concerns
- Purchasing behaviour