Effect of Privacy Concern on Online Purchase Decision: A Behavioral Study

As digital retail channels become the dominant mode of commerce, consumers are routinely required to disclose personal and financial data to platforms whose data-handling practices often remain opaque. This study examines how the resulting privacy concern shapes online purchase decisions among Indian consumers. Primary data was gathered through a structured questionnaire distributed via Google Forms to fifty online shoppers. Responses were captured on a five-point scale and analyzed using percentage breakdown, mean score computation, and graphical representation. The findings reveal that a sizeable majority of respondents carry significant privacy anxiety, with a mean concern score of 4.06 out of 5.00. This anxiety demonstrably shapes what consumers buy, from whom, and how they pay. More than six in ten participants reported abandoning a purchase specifically because of privacy discomfort. Trust operates as a moderating force, with well-known platforms commanding substantially greater willingness to share personal data. The study closes with targeted recommendations for platform operators, digital marketers, and regulatory bodies.