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

Author

Listed:
  • Nuno Fortes
  • Paulo Rita
  • Margherita Pagani

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.

Suggested Citation

  • Nuno Fortes & Paulo Rita & Margherita Pagani, 2017. "The effects of privacy concerns, perceived risk and trust on online purchasing behaviour," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 11(4), pages 307-329.
    • Handle: RePEc:ids:ijimad:v:11:y:2017:i:4:p:307-329
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    Cited by:

    1. Thongmak, Mathupayas, 2022. "Protecting privacy in Pokémon Go: A multigroup analysis," Technology in Society, Elsevier, vol. 70(C).
    2. Aroshan Srirajakulendra & Ajith Medis PhD, 2022. "A Comprehensive Literature Review on Psychological Distance and Online Purchasing Intention Towards Big Ticket Electronics: A Mediating Effect of Online Trust and Moderating Effect of Perceived Risk," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 6(11), pages 632-664, November.

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