The effects of privacy concerns, perceived risk and trust on online purchasing behaviour
by Nuno Fortes; Paulo Rita; Margherita Pagani
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 11, No. 4, 2017

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.

Online publication date: Wed, 11-Oct-2017

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