A STUDY ON THE ONLINE CUSTOMER PERCEPTION OF PRIVACY INFORMATION PROTECTION IN HO CHI MINH CITY

Abstract

The electronic commerce brings not only many benefits for the consumers but potential risks as the bad quality goods, the fraudulent exchange, and especially, the dangers of the customers’ privacy information. This paper aims to analyze the impact of (1) Privacy concern, (2) Trust and (3) Perceived Risk on Privacy Information Protection when the customer shop online. This research is carried out by the mixed method combined the qualitative and quantitative approach with the 192 respondents of the sample who buy online in Ho Chi Minh City. The result of research figured out that the consumer perception of privacy information protection is quite low although they are different in demographic factors; moreover, it found out that the trust, the perceived risk and the privacy concern of customer affect their perception. According to the research results, the author proposes some implications for the online businesses to improve their performance.