The Influence Of Privacy Concerns On Taobao Consumers’ Purchasing Behaviour

Privacy concern is among everyone’s concern especially in the new digital era. Theexpansion of online shopping has given a new dimension to it as more and moreconsumers are aware of privacy issues and behave according to their perception of it. Inaddition, the explosion of the use of social media throughout the Internet has changedthe way people communicate and in particular, the way they disclose their privateinformation. This empirical research focuses on the website Taobao and study theinfluence of privacy concerns and social media activities on consumers purchasingbehaviour.