Understanding online B-to-C relationships: An integrated model of privacy concerns, trust, and commitment

Mary Ann Eastlick, Sherry L. Lotz, Patricia Warrington

Research output: Contribution to journalArticlepeer-review

432 Scopus citations


An integrative framework from information privacy and relationship marketing arenas was employed to investigate whether a traditional business-to-business relationship marketing framework could be applied to the information-intensive online business-to-consumer channel. Roles of consumers' privacy concerns and perceived e-tailer's reputation on their trust in, commitment toward, and purchase intent toward a services e-tailer were examined. Effects of opt-in versus opt-out choice strategies on consumers' privacy concerns and trust were also studied. Results showed that the strongest relationships leading to online purchase intent were those between trust in and commitment toward an e-tailer and between firm reputation and trust. Privacy concerns influenced purchase intent with strong negative effects, both directly and indirectly through trust. No difference was observed in respective direct effects of choice strategy on privacy concerns, nor were strategies found to moderate reputation on privacy concerns or trust. Managerial implications are discussed.

Original languageEnglish (US)
Pages (from-to)877-886
Number of pages10
JournalJournal of Business Research
Issue number8
StatePublished - Aug 2006


  • Consumer
  • Online retailing
  • Privacy concerns
  • Services retailing
  • Trust

ASJC Scopus subject areas

  • Marketing


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