A Study on The Influence of Privacy Concerns on Users’ Purchase Intention in E-Commerce Environment

Abstract

With the proliferation of e-commerce, concerns over users’ personal information privacy have become increasingly prominent. In this context, privacy concern has emerged as a key psychological factor influencing users’ online behavior. However, prior research has often treated privacy concern as a single construct, without fully exploring its multidimensional effects. This study aimed to investigate how different dimensions of privacy concern, namely, collection, errors, improper access, and secondary use, affect users’ perceived risk and, in turn, their purchase intention on e-commerce platforms. Additionally, the study examined the mediating role of perceived risk and the moderating effect of privacy policy. The specific objectives were: 1) To examine the impact of privacy concern on perceived risk. 2) To examine the effect of perceived risk on purchase intention. 3) To examine the influence of privacy concern on purchase intention. 4) To explore the mediating role of perceived risk in the relationship between privacy concern and purchase intention. 5) To explore the moderating effect of privacy policy on the relationship between privacy concern and perceived risk.
To achieve these objectives, the study adopted a quantitative research method by designing and administering a structured questionnaire. The measurement items were based on validated scales, utilizing a 5-point Likert scale. Data were analyzed using SPSS and AMOS, employing structural equation modeling to test the hypothesized relationships and validate the research model. This study selected users of e-commerce platforms as the research subjects. After excluding invalid and incomplete responses, a total of 390 valid questionnaires were collected, yielding an effective response rate of 56%.
The findings indicate that all four dimensions of privacy concern significantly increase perceived risk, which in turn negatively influences purchase intention. Perceived risk also plays a mediating role in the relationship between privacy concern and purchase intention. Moreover, privacy policy partially moderates the impact of improper access and secondary use on perceived risk, but has no significant moderating effect on the dimensions of collection and errors.

Keywords: privacy concern, purchase intention, perceived risk

6417195009 Wang Zhen, 2568 (2025). Advisor: Assoc. Prof. Dr. Qiu Chao, สารนิพนธ์ (Independent Study), A Study on The Influence of Privacy Concerns on Users’ Purchase Intention in E-Commerce Environment, นำเสนอในที่ประชุมวิชาการ (Conference), The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand