Abstract:
In the current digital economy, privacy concerns are becoming increasingly significant, especially in the online
food delivery industry. Existing studies at global level have investigated the relationship between online
behaviour and privacy concerns, but there is still disagreement about how this impacts the purchasing decisions
of specific groups such as Sri Lankan university students who may differ from others due to unique social,
cultural, and technological factors. Therefore, the main purpose of this study is to examine how different aspects
of privacy concerns affect Sri Lankan university students' online purchase intentions in food delivery industry.
The independent variable of the study is privacy concerns which measured through three dimensions such as:
the gathering of personal information, ignorance of service providers' data handling practices, and users' control
over their personal data. The dependent variable of this study is online purchase intention which measured
through three dimensions such as: product information, fun and enjoyment, and consumer belief. Based on a
quantitate approached a structured questionnaire will be issued using snowball sampling technique to gather
data from 208 university students throughout Sri Lanka. The findings of the study will demonstrate how privacy
concerns are significantly influences on online purchase intention. This study seeks to fill a contextual research
gap in the existing literature by examining the role of privacy concerns in influencing consumer behavior in the
context of Sri Lanka. In practical terms, the study will highlight the necessity of user empowerment and
transparent data practices to foster trust and encourage long-term participation in the digital economy.
