Trust and privacy concerns are the crucial elements in online transactions. Web assurance mechanisms, such as secure payment gateways, trust seals, and data protection measures, are designed to build trust between consumers and online businesses. This research study attempts to examine the mediating role of trust and privacy concerns between web assurance mechanisms and purchase intention of online products in order to provide valuable insights into the underlying psychological processes and factors that influence consumer behavior in the online shopping context. A conceptual model has been framed to investigate the direct and indirect relationship between web assurance mechanism and purchase intention of online products via trust and privacy concern. Smart PLS4 has been used for the assessment of measurement model and structural model. The findings of the study can help identify the specific factors that contribute to consumer apprehension and assess how web assurance mechanisms influence these concerns. The findings can inform the development of privacy-enhancing measures and policies to alleviate consumer worries and increase purchase intention.
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