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In the context of digital economic development, data privacy protection has become a critical and unavoidable issue. To explore the impact of data privacy protection on consumer purchase intention (CPI), this study constructs a conceptual model based on 222 valid questionnaire responses. Through empirical analysis, we examine the mediating role of consumer trust and the moderating effect of privacy concerns. The findings reveal that data privacy protection, consumer trust, and privacy concerns all exert a positive influence on CPI. Specifically, consumer trust fully mediates the relationship between data privacy protection and purchase intentions, while privacy concerns positively moderate the effect of data privacy protection on consumer trust. The results suggest that platform enterprises should implement stratified privacy strategies—tailoring measures to different user needs—and integrate such strategies into their long-term business frameworks. This approach will enhance consumer trust and optimize the effectiveness of privacy protection initiatives.

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How Does Data Privacy Protection Affect Consumer Purchase Intention?—Trust as a Mediator and Privacy Concerns as a Moderator

  • 会议论文

  • 发表日期：

    2026年

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  • Fang Fang

摘要

In the context of digital economic development, data privacy protection has become a critical and unavoidable issue. To explore the impact of data privacy protection on consumer purchase intention (CPI), this study constructs a conceptual model based on 222 valid questionnaire responses. Through empirical analysis, we examine the mediating role of consumer trust and the moderating effect of privacy concerns. The findings reveal that data privacy protection, consumer trust, and privacy concerns all exert a positive influence on CPI. Specifically, consumer trust fully mediates the relationship between data privacy protection and purchase intentions, while privacy concerns positively moderate the effect of data privacy protection on consumer trust. The results suggest that platform enterprises should implement stratified privacy strategies—tailoring measures to different user needs—and integrate such strategies into their long-term business frameworks. This approach will enhance consumer trust and optimize the effectiveness of privacy protection initiatives.