Abstract
This study contributes to the understanding of how consumer privacy concerns influence negative behaviour in response to privacy invasions by providing a new theoretical perspective that builds on the APCO Macro Model (Antecedents®Privacy concern® Outcomes), integrates two theories in psychology: protection motivation theory (PMT) and stimulus-organism-response (S-O-R), aiming to examine an expanded set of antecedents and outcomes in the context of online shopping platforms. The study’s model was empirically tested using a quantitative method; the data of 480 UK online shoppers was collected via prolific.com through an online survey. This paper reports the study’s current phase progress, indicating that the data accuracy and the assessment of the measurement model are complete. The results of this phase are summarised and contain statistical tables. A full draft of the paper will be provided in the final submission.