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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Phuong Nguyen Hong Huynh & Tin Trung Hoang & Huynh Thi Thuy Phan & Quynh Le Nhu Nguyen, 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, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 14(2), pages 143-159.
    • Handle: RePEc:bjw:econen:v:14:y:2024:i:2:p:143-159
    DOI: 10.46223/HCMCOUJS.econ.en.14.2.2609.2024
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    More about this item

    Keywords

    digital transformation; Ho Chi Minh City; privacy perception; retail industry;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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