Conceptual Paper on the Impact of Privacy Concerns on Online Purchase Intention in the Food Delivery Industry Among University Students in Sri Lanka.

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.