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

Authors: Nuno Fortes; Paulo Rita; Margherita Pagani

Addresses: Instituto Politécnico de Coimbra, ESTGOH, DG, Rua General Santos Costa, 3400-124 Oliveira do Hospital, Portugal ' Instituto Universitário de Lisboa (ISCTE-IUL), CIS-IUL, Lisboa, Portugal; NOVA Information Management School (NOVA IMS), Universidade Nova de Lisboa, Campus de Campolide, 1070-312 Lisboa, Portugal ' EMLyon Business School, 23 avenue Guy de Collongue, CS 40203, 69134 Ecully cedex, France

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.

Keywords: privacy concerns; e-commerce; purchasing behaviour; trust; perceived risk.

DOI: 10.1504/IJIMA.2017.10007887

International Journal of Internet Marketing and Advertising, 2017 Vol.11 No.4, pp.307 - 329

Received: 26 Oct 2016
Accepted: 06 May 2017

Published online: 11 Oct 2017 *

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