Privacy protection, trust and intention to purchase in B2C e-commerce

Abstract: 3659 | PDF: 3127

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Author

  • Nguyen Hong Quan
    Foreign Trade University
    Tran Thi Hien
    University of Economics and Business - Vietnam National University, Hanoi

Keywords:

Privacy protection
online purhchase intention
loyalty
B2C

Abstract

Privacy, trust and intention to purchase in B2C were mainly conducted in developed e-commerce countries; only a small number of studies have used the Vietnam context. The objective of our paper is to examine the effect of trust in the impact of data privacy protection and marketing information on purchase intention in B2C. The study adopts the quantitative analysis of the data collected from a survey of 408 online consumers. The reliability analysis, factor exploratory analysis, factor confirmation analysis, and SEM structure model were applied to analise the dataset. The research result shows the evidence on the impact of privacy protection on e-trust and purchase intention of online shoppers on B2C e-commerce platforms in Vietnam. The result also indicates that e-trust is positively affected with sensitive information policy, familiarity, objective factors, and negatively affected with perception of information risk, meanwhile e-trust affects customers' purchase intention.

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Published

Oct 31, 2022
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How to Cite
Nguyễn Hồng Quân, and Trần Thị Hiền. “Privacy Protection, Trust and Intention to Purchase in B2C E-Commerce”. The University of Danang - Journal of Science and Technology, vol. 20, no. 10.1, Oct. 2022, pp. 47-53, https://jst-ud.vn/jst-ud/article/view/8007.

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