| dc.description.abstract | Studying privacy concerns is essential in today's digital era. It helps protect
individuals' rights and enhance trust in online platforms. By understanding privacy
concerns, businesses and policymakers can develop effective strategies, establish
transparent data practices, and ensure the security of personal data. Therefore, this paper
objective is to investigate factors affecting people’s willingness to share personal
information online in Ho Chi Minh City. This thesis utilizes the privacy calculus theory as
its theoretical framework and conducts a literature review on factors including Internet
general privacy concerns, trust in the website, sensitivity to the requested information,
perceived risks and perceived benefits. The study employed a quantitative approach and
collected data through an online survey using convenience sampling. The sample included
219 valid respondents out of 241 individuals residing in Ho Chi Minh City, aged above 18
years old. Most of the respondents are students and have a monthly income below 10
million VND. This thesis employed structural equation modeling (SEM), revealing that
seven out of the eight hypotheses are supported. The findings indicated that perceived
benefits have the most positive influence on people's willingness to share personal
information online, while Internet general privacy concerns have the most negative effect.
However, the study rejects the relationship between sensitivity to the requested information
and trust in the website. The findings imply that individuals are more inclined to share their
data when they perceive tangible benefits or advantages associated with doing so.
Businesses and policymakers can draw several implications from these findings. | en_US |
