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It also aims to reveal and test the close relationship between the trust in a web site and the degree of loyalty to it.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>First, there is an explanation of the main attributes of the concepts examined, with special attention being paid to the multi\u2010dimensional nature of the variables and the relationships between them. This is followed by an examination of the validation processes of the measuring instruments.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>Specifically, the study reveals that an individual's loyalty to a web site is closely linked to the levels of trust. Thus, the development of trust not only affects the intention to buy, as shown by previous researchers, but it also directly affects the effective purchasing behavior, in terms of preference, cost and frequency of visits, and therefore, the level of profitability provided by each consumer. In addition, the analyses show that trust in the internet is particularly influenced by the security perceived by consumers regarding the handling of their private data.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>The results of this study provide several managerial implications for companies in this sector. Suggestions are offered for national and international organizations involved in regulating these markets.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>The results of this research remedy, to a certain extent, the scarcity of empirical studies that have designed and validated measuring scales for the concepts of privacy, security, trust and loyalty to the internet, as well as testing the relationships between them.<\/jats:p><\/jats:sec>","DOI":"10.1108\/02635570610666403","type":"journal-article","created":{"date-parts":[[2006,7,4]],"date-time":"2006-07-04T00:25:23Z","timestamp":1151972723000},"page":"601-620","source":"Crossref","is-referenced-by-count":523,"title":["Consumer trust, perceived security and privacy policy"],"prefix":"10.1108","volume":"106","author":[{"given":"Carlos","family":"Flavi\u00e1n","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Miguel","family":"Guinal\u00edu","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","reference":[{"key":"key2022012220342209200_b1","unstructured":"AECE (2005), Estudio Sobre Comercio Electr\u00f3nico B2C 2004, Asociaci\u00f3n Espa\u00f1ola de Comercio Electr\u00f3nico AECE\u2010FECEMD, available at: www.aece.org (accessed March)."},{"key":"key2022012220342209200_b2","unstructured":"AIMC (2005), Navegantes en la Red. 7a Encuesta AIMC a Usuarios de Internet, Asociaci\u00f3n para la Investigaci\u00f3n de Medios de Comunicaci\u00f3n, available at: www.aimc.es (accessed March)."},{"key":"key2022012220342209200_b3","doi-asserted-by":"crossref","unstructured":"Anderson, J.C. and Gerbing, D.W. 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