The Impact of Consumer Perceptions of Privacy and Security Risks on Re-purchasing Intention for Online Shopping in Chiang Mai Province, Thailand

Background and Aim: Chiang Mai Province, a growing economic center in northern Thailand, is a preferred mode of consumerism due to its convenience and wide product selection, but faces barriers to adoption due to concerns about these risks. This research investigates the impact of consumer perceptions of privacy and security risks on re-purchasing intention for online shopping in Chiang Mai Province, Thailand. The study aims to understand how these perceptions influence consumer behavior in the digital marketplace. Materials and Methods: A quantitative cross-sectional survey design was employed, with data collected from 385 online shoppers in Chiang Mai Province. The research instrument consisted of a structured online questionnaire assessing perceived privacy and security risks, as well as re-purchasing intentions. Multiple regression analysis was used to test the hypotheses. Results: The findings reveal that both perceived privacy and security risks significantly influence re-purchasing intention. Consumers who perceive higher levels of privacy and security are more likely to engage in repeat online purchases. The model explained a substantial proportion of the variance in re-purchasing intention, highlighting the importance of these factors in shaping online shopping behavior. Conclusion: This research provides valuable insights for e-commerce businesses and policymakers in Chiang Mai Province. By prioritizing and investing in measures that enhance consumer perceptions of privacy and security, businesses can foster trust, encourage repeat purchases, and drive sustainable growth in the online marketplace.