The customers’ perception of privacy in the retail industry when adopting digital transformation

Phuong Nguyen Hong Huynh; Tin Trung Hoang; Huynh Thi Thuy Phan; Quynh Le Nhu Nguyen

doi:10.46223/HCMCOUJS.econ.en.14.2.2609.2024

14 (2) 2024

The customers’ perception of privacy in the retail industry when adopting digital transformation

Author - Affiliation:

Phuong Nguyen Hong Huynh - University of Economics and Law, Ho Chi Minh City Vietnam National University, Ho Chi Minh City , Vietnam

Tin Trung Hoang - University of Economics and Law, Ho Chi Minh City Vietnam National University, Ho Chi Minh City , Vietnam

Huynh Thi Thuy Phan - University of Economics and Law, Ho Chi Minh City Vietnam National University, Ho Chi Minh City , Vietnam

Quynh Le Nhu Nguyen - University of Economics and Law, Ho Chi Minh City Vietnam National University, Ho Chi Minh City , Vietnam

Corresponding author: Phuong Nguyen Hong Huynh - phuonghnh19407c@st.uel.edu.vn

DOI:10.46223/HCMCOUJS.econ.en.14.2.2609.2024

Submitted: 21-12-2022
Accepted: 28-02-2023
Published: 30-06-2023

Abstract

In the current 4.0 context, digital transformation is a particularly necessary thing for retail businesses in particular or most businesses in general. That’s why a sense of privacy is so important to retailers. This paper focuses on the factors affecting the privacy perception of customers in the digital transformation period in Ho Chi Minh City. 452 Ho Chi Minh City people who have experience with the digital revolution participated in quantitative research to evaluate and examine this correlation. The results of the study show that privacy impression is influenced by privacy worries, retailer vs. consumer advantage, privacy-intrusive experience, and retailer credibility. The association between customer benefit and privacy perception and between technology hedonism and privacy perception is unaffected by the role of store trustworthiness moderators.

JEL codes

M15; M21; M31

Keywords

digital transformation; Ho Chi Minh City; privacy perception; retail industry

Full Text:

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Cite this paper as:

Huynh, P. N. H., Hoang, T. T., Phan, H. T. T., & Nguyen, Q. L. N. (2024). The customers’ perception of privacy in the retail industry when adopting digital transformation. Ho Chi Minh City Open University Journal of Science – Economics and Business Administration, 14(2), 143-159. doi:10.46223/HCMCOUJS.econ.en.14.2.2609.2024

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DOI: https://doi.org/10.46223/HCMCOUJS.econ.en.14.2.2609.2024