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E-commerce has a dramatic effect on the way both the customers and organizations act and function (Elahi and Hassanzadeh, 2009; Esmaeilpour, Hoseini and Jafarpour, 2016; Love et al., 2001). A particular field of interest within the everincreasing academic studies on e-commerce has been identified as customers’ loyalty towards online websites and brands, and the factors that affect online loyalty or eloyalty intentions of customers (Doong, Wang and Shih, 2008; Lin and Wang, 2015; Parasuraman and Grewal, 2000). A particular concept that has been mentioned by previous studies as an antecedent of e-loyalty intentions is online privacy (Limbu, Wolf and Lunsford, 2011; Lu, Chang and Yu, 2013; Yun and Good, 2007). Nevertheless, the effect of online privacy on customers’ e-loyalty intentions remains an underexamined issue (Toufaily, Ricard and Perrien, 2013) despite the customers’ ever-decreasing perceptions towards their privacy on internet, and the lack of privacy’s effect on customers’ avoidance of e-shopping activities (Limbu, Wolf and Lunsford, 2011; Meinert et al., 2006; OECD, 2015; Vijayan, 2005)

i̇şletme araştırmaları dergisi

Çevrimiçi Gizlilik ve E-Sadakat Eğilimi İlişkisi Üzerine Ülkeler Arası Bir İnceleme: Türkiye ve Rusya Arasında Bir Karşılaştırma - A Cross-Country Investigation of Online Privacy and E-Loyalty Intentions Relationship: A Comparison Between Turkey and Russia