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

Nuno Fortes, Paulo Rita and Margherita Pagani ()
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Nuno Fortes: Instituto Politécnico de Coimbra
Paulo Rita: ISCTE-IUL - Instituto Universitário de Lisboa, NOVA - Universidade Nova de Lisboa = NOVA University Lisbon
Margherita Pagani: EM - EMLyon Business School

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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: purchasing behaviour; e-commerce; privacy concerns; perceived risk; trust (search for similar items in EconPapers)
Date: 2017-10-01
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Citations: View citations in EconPapers (4)

Published in International Journal of Internet Marketing and Advertising, 2017, 11 (4), 307-329 p. ⟨10.1504/IJIMA.2017.087269⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02312002

DOI: 10.1504/IJIMA.2017.087269

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