Abstract The Indian marketplace is growing at an exponential rate. However, e-tailers in India are still struggling to win the trust of their buyers. Trust, in the tangible world where we are able to see each other, is viable to achieve. In the marketplace, it is difficult to win trust due to its intangible nature. Winning the trust of most tech savvy generation i.e. Indian millennials is even more difficult. Trust in the marketplace is dependent on various factors, such as multiple sellers, online fraud (security), sharing of information (privacy), and the risk involved while purchasing online. In this study, regression models are used to study the purchase intention in the context of trust, privacy, security, and risk. Overall, the findings of the study suggest that Indian millennials agree that there are privacy and security concerns in online shopping. However, they still trust online shopping and do not consider it risky. Keywords: Privacy, Security, Trust, Risk, Millennials Study of Deterrents to Online Purchase Intentions Anjali Singh*, Ajay Kumar** Introduction The World Wide Web has become a wide web of information for the whole world. Once the most tempting world, the Internet is becoming a dark and dangerous jungle. It has been full of information and misinformation. The evolution of the Internet has also infuenced marketing. One of the prominent infuences of Internet on marketing can be seen through the adoption of artifcial intelligence in marketing practices. Such changes have changed the way traditional marketing is practiced. Consumers are not private citizens anymore (Singh, 2022). Whether they buy something or only browse for information, they leave their personal information behind. Their navigation behaviour is tracked by marketers (Pollach, 2006). Marketers are feeding them cookies and consumers are giving them details of all Internet activities. For a small fee, some vendors provide the data to telemarketers, direct mailers, and spammers. Legitimate consumers are being harmed by this unlawful gathering and selling of personal information, which can result in everything from simple spam to unauthorised use of credit cards and identity theft (Ratnasingham, 1998). Invasion of personal space, debates about spam, cookies, and the clickstream are just a few of the recurring concerns and issues that online shoppers face in this information age (Udo, 2001). Consumers are aware and they want control over the use of their personal information (Olivero & Lunt, 2004). Since they are aware of the frauds, either they provide false information, disable cookies to maintain their privacy, or they are too afraid to make a transaction online and they abort the transaction mid- way when prompted for personal information (Eirinaki & Vazirgiannis, 2003). Media coverage of consumer online security issues has signifcantly expanded during the previous ten years (Roznowski, 2003). Almost rarely does a day go by without a signifcant news story on security concerns of IT users (Udo, 2001). Media coverage of these problems and the sharing of unfavourable online experiences could erode consumer confdence and discourage Internet users from making transactions online. All the popular global cases of lapses in online security, and increased incidences of spamming, hacking, and ‘phishing’ have created a fear in the minds of the consumers. One of their concerns may be possibilities of fraud through the hacking of credit card numbers (Newholm et al., 2004). Customers think that online payment methods are sometimes unsafe and may * Ph.D. Student, Department of Management Studies, Central University of Haryana, Haryana, India. Email: singh.anjali19@gmail.com ** Assistant Professor, Department of Management Studies, Central University of Haryana, Haryana, India. Email: ajaykumar@cuh.ac.in International Journal of Marketing and Business Communication 11 (2 & 3) 2022, 01-14 http://publishingindia.com/ijmbc/