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

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....