Khoa Bui Thanh; Thanh, Le Thi Tuye
A icle
Consume p i acy conce ns and in o ma ion sha ing
in en ion in omnichannel e ailing: Media ing ole o
online us
Pakis an Jou nal o Comme ce and Social Sciences (PJCSS)
P o ided in Coope a ion wi h:
Joha Educa ion Socie y, Pakis an (JESPK)
Sugges ed Ci a ion: Khoa Bui Thanh; Thanh, Le Thi Tuye (2025) : Consume p i acy conce ns and
in o ma ion sha ing in en ion in omnichannel e ailing: Media ing ole o online us , Pakis an
Jou nal o Comme ce and Social Sciences (PJCSS), ISSN 2309-8619, Joha Educa ion Socie y, Pakis an
(JESPK), Laho e, Vol. 19, Iss. 1, pp. 55-76
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Pakis an Jou nal o Comme ce and Social Sciences
2025, Vol. 19(1), 55-76
Pak J Comme Soc Sci
Consume P i acy Conce ns and In o ma ion
Sha ing In en ion in Omnichannel Re ailing:
Media ing Role o Online T us
Bui Thanh Khoa1 (Co esponding au ho ) and Le Thi Tuye Thanh2
1Facul y o Comme ce and Tou ism, Indus ial Uni e si y o Ho Chi Minh Ci y, Vie nam
2Facul y o Economics, Ho Chi Minh Ci y Uni e si y o Technology and Educa ion, Vie nam
Email: bui hanhkho[email p o ec ed] (Co esponding au ho )
A icle His o y
Recei ed: 08 Jan 2025
Re ised: 02 Ma 2025
Accep ed: 27 Ma 2025
Published: 31 Ma 2025
Abs ac
Objec i e o his esea ch is o ind ou he ela ionship be ween cus ome s' pe cep ions o
an o ganiza ion's p i acy in o ma ion p ac ices and hei in o ma ion-sha ing in en ion in
he con ex o omnichannel e ailing. The s udy aimed o add ess he gap in esea ch
ega ding p i acy conce ns and in o ma ion sha ing ac oss in eg a ed online and o line
channels. Based on he S imulus-O ganism-Response (SOR) amewo k, esea ch model
o his s udy is p oposed. The da a collec ed om 392 omnichannel cus ome s h ough an
online su ey and i was analyzed using Pa ial Leas Squa es S uc u al Equa ion
Modeling. The esul s poin ed ou ha cus ome s' pe cep ions o p i acy p ac ices
(collec ion, unau ho ized seconda y use, imp ope access, and e o s) posi i ely in luence
hei online us and in o ma ion-sha ing in en ion. Online us pa ially media es he
ela ionship be ween speci ic p i acy conce ns and in o ma ion-sha ing in en ion. Finally,
he s udy concludes ha omnichannel e aile s need o p io i ize anspa ency, implemen
obus da a p o ec ion measu es, as well as build us o encou age cus ome s o sha e
in o ma ion ac oss channels.
Keywo ds: Omnichannel e ailing, pe cep ions o p i acy p ac ices, in o ma ion-sha ing
in en ion, online us , SOR amewo k, Vie nam.
1. In oduc ion
In oday's digi al ma ke place, he ad en o omnichannel e ailing c ea ed a p o ound
ans o ma ion in elec onic comme ce (Szozda, 2023). Businesses ha e combined online
and o line channels o p o ide se ice and p oduc s o cus ome s; hence, i makes
cus ome enjoyable and consis en ac oss all ouchpoin s (Nhung e al., 2023). When
cus ome s in e ac wi h physical s o es, websi es, mobile apps, social media pla o ms, and
email ma ke ing; businesses can collec inc eased hei da a easily. This da a p o ides
aluable insigh s in o cus ome beha io ; consequen ly, businesses can easily p o ide
Consume P i acy Conce ns and In o ma ion Sha ing In en ion in Omnichannel Re ailing
56
pe sonalized se ices and a ge ed ma ke ing. Howe e , i also aises signi ican conce ns
abou in o ma ion p i acy as businesses can collec , use cus ome da a o hei ac i i ies
(selling, ma ke ing, cus ome ela ionship managemen …).
In he con ex o global digi al ans o ma ion, cus ome s a e inc easingly conce ned abou
he collec ion, s o age, and use o hei pe sonal in o ma ion by o ganiza ions, e en
go e nmen agencies (G acia & Juliadi, 2019). The heigh ened awa eness o p i acy
p ac ices by cus ome s has led o conce ns abou hei in o ma ion p o ision. A he same
ime, p ac ices show ha he e is an inc ease in unau ho ized da a collec ion, unau ho ized
access, and he po en ial misuse o pe sonal in o ma ion. Omnichannel e ailing c ea es he
complexi y o da a collec ion and use ac oss mul iple ouchpoin s, as well as he po en ial
o ex ensi e p o iling; hus, hese conce ns a e inc easing (Campbell, 2019). Fo example,
o build a comp ehensi e cus ome p o ile, online businesses will ely on da a abou
cus ome s' online b owsing his o y, eceip s om cus ome s pu chased a adi ional s o es,
and cus ome s' social media ac i i ies. Th ough his da a, businesses pe sonalize se ices
o p o ide p oduc s sui able o each cus ome ; bu comp ehensi e da a collec ion beha io
will aise conce ns abou he ex en o da a collec ion and he possibili y o p i acy
iola ions. Also, p i acy wo ies could ge e en wo se wi h he g owing usage o a i icial
in elligence and i ual eali y in omnichannel e ailing (Vino h & S i as a a, 2024).
Re aile s can now eco d clien s' emo ional s a es, acial exp essions, and speech pa e ns,
among o he sensi i e da a, hanks o hese echnologies (Andalibi & Buss, 2020). While
he abo e echnologies enhance cus ome se ice, he p ocessing o use in o ma ion aised
e hical conce ns and isks o p i acy. Recognizing ha p i acy issues a e impo an in he
digi al landscape, go e nmen s ha e also de eloped and enac ed s ic da a p o ec ion
egula ions; o example, he Gene al Da a P o ec ion Regula ion in Eu ope and he
Cali o nia Consume P i acy Ac in he Uni ed S a es. The handling o businesses ha
iola e p i acy and misuse cus ome da a has shown ha cus ome s ha e g ea powe o
decide on hei pe sonal in o ma ion. To o e indi idualized se ices o cus ome s,
omnichannel me chan s mus use cus ome da a in a way ha complies wi h da a p o ec ion
ules, all while na iga ing his complica ed egula o y landscape.
P i acy conce n is on he ise as cus ome s lea n mo e abou he collec ion, s o age, and
use o hei pe sonal in o ma ion (Jai & King, 2016). Business p i acy policies a ec hei
p opensi y o sha e pe sonal in o ma ion (Dine & Ha , 2006). Cus ome s a e mo e
inclined o di ulge pe sonal in o ma ion when hey ha e ai h in a company's abili y o
handle hei da a app op ia ely and openly (Pa lou e al., 2007); howe e , consume s s op
o us a business and do no sha e in o ma ion due o wo ies abou da a misuse and i s
impac on hei p i acy (Khoa & Huynh, 2022). In omnichannel e ailing, p o iling is
becoming mo e p e alen ; hence, cus ome in o ma ion a els ac oss se e al ouchpoin s.
I da a p ac ices a e no always clea , he e is cus ome s' g owing conce ns abou hei
p i acy (Cheah e al., 2022). Consume s a e mos wo ied abou he ollowing da a p i acy
issues as sha ing pe sonal in o ma ion wi h hi d pa ies, a ge ed ad e isemen s based on
pas pu chases, and he possibili y o da a b eaches.
Khoa & Thanh
57
Szozda (2023) poin ed ou da a collec ion om many ouchpoin s inc ease due o he as
expansion o omnichannel e ailing. Based on he collec ed da a, business may be e
unde s and cus ome buying habi s, which in u n allows o c oss-channel pe sonaliza ion
o p omo ions and se ices. Many issues aise cus ome p i acy conce ns in he
omnichannel e ail con ex , such as in o ma ion lowing be ween mul iple ouchpoin s,
unclea da a policies, and inc eased cus ome p o iling by businesses (Ty äinen e al.,
2020). Despi e his being an issue ha a ec s business pe o mance, he e is li le esea ch
on he co ela ion be ween pe cei ed p i acy and in o ma ion disclosu e in in eg a ed
channels. P e ious s udies ha e ocused on e-comme ce and o he isola ed con ex s (Dine
& Ha , 2006; Khoa & Nguyen, 2022; Smi h e al., 2011). I can be seen ha compa ed o
single sales channels, omnichannel e ail en i onmen s will collec mo e da a om
cus ome s, as cus ome s can use mo e han one online and o line ouchpoin
simul aneously in ansac ions (Nhung e al., 2023). Cus ome s will eel unce ain abou
sha ing in o ma ion i he secu i y p ocedu es o mul i-channel e aile s a e no clea and
anspa en . Malho a e al. (2004) ound ha exis ing models, such as he in e ne use
in o ma ion p i acy conce ns (IUIPC) amewo k, canno ully ep esen he complexi y
o mul i-channel se ings wi hou linking hem o o he ac o s. Wiese (2024) p esen ed an
ex ended s imulus-o gan- esponse (SOR) model, which akes in o accoun pe cei ed
seamlessness and p oduc in o ma ion. The s udy ocused p ima ily on examining how
social media a ac i eness mode a es he ela ionship be ween consume beha io and
expe ience sha ing. Fu he mo e, Hsu e al. (2024) e alua ed he ela ionship be ween
consume us and sa is ac ion, as well as he ac o s in luencing he in en ion o choose
mul i-channel businesses and he ollowing ac o s such as con enience o mul i-channel
se ices, shopping alue, and channel consis ency. O e all, i is easy o see ha al hough
cus ome s' pe cep ion o p i acy policy, us in online se ices, and in en ion o sha e
pe sonal in o ma ion a e all impo an ac o s in mode n business, p e ious s udies ha e
no been able o es ablish he ela ionship be ween hese h ee ac o s.
To ill his in o ma ional oid, ou s udy es ablished a concep ual model ocusing on how
consume s’ pe cep ions and ac upon p i acy in he omnichannel e ail landscape. This
s udy del ed in o he ela ionship be ween pe cep ions o an omnichannel e aile 's p i acy
p ac ices; including, collec ion, unau ho ized seconda y use, imp ope access, and e o s,
and cus ome s' in en ion o sha e pe sonal in o ma ion in omnichannel. This esea ch
in es iga ed he pe spec i es o omnichannel shoppe s abou p i acy, us , and
in o ma ion sha ing in en ions by employing he SOR pa adigm (Meh abian & Russell,
1974). Acco ding o SOR, an indi idual's in e nal assessmen is impac ed by
en i onmen al s imuli, which in u n in luence beha io al eac ions. In his s udy,
consume s' us judgmen s (O) a e in luenced by conce ns abou da a p i acy p ac ice (S),
which in u n a ec s hei willingness o sha e in o ma ion ac oss channels (R). Using
SOR, his esea ch can gain a deepe unde s anding o he connec ion be ween people's
con idence in one ano he , hei p i acy pe cep ions, and hei ac ions.
Consume P i acy Conce ns and In o ma ion Sha ing In en ion in Omnichannel Re ailing
58
This s udy is s uc u ed as ollows. Fi s , a esea ch model was de eloped based on ele an
heo ies and li e a u e analysis. Nex , he me hod was p esen ed. Resul s a e analyzed in
he nex pa . Finally, discussion, key indings and heo e ical and manage ial implica ions
a e discussed.
2. Li e a u e Re iew
2.1 O ganiza ion's P i acy In o ma ion P ac ices in Online Con ex
In he con empo a y digi al landscape, cus ome s ou inely sha e ex ensi e pe sonal
in o ma ion wi h o ganiza ions du ing ansac ions and in e ac ions (Riaz e al., 2024). In
he age o apid digi al echnology de elopmen , he collec ion and use o pe sonal da a in
comme ce is becoming mo e and mo e popula ; hence, cus ome conce ned abou
in o ma ion secu i y and p i acy (Yang e al., 2022). Sma consume s in digi al ag ee a e
mo e pe cep ion o how hei da a is collec ed, exploi ed, s o ed and dis ibu ed in e nally.
Many s udies ha e poin ed ou ha cus ome s pe cei e a business's p i acy p o ec ion
p ac ices has a signi ican impac on hei decision o sha e in o ma ion (Sandhu e al.,
2023). As consume s know company’s da a solu ions, and belie e ha a company handle
hei da a esponsibly and openly, hey a e mo e willing o disclose pe sonal in o ma ion;
con e sely, hey hesi a e o sha e as he ea o da a abuse inc ease.
The collec ion o la ge amoun s o da a om cus ome s in bo h online and o line channels
due o he explosion o omnichannel e ail (Zhang & Deng, 2024). Al hough aluable
insigh s da a can help e aile s o be e unde s and hei cus ome s and pe sonalize hei
o e ings, i also aises p i acy conce ns o consume s. Cus ome unce ain y was
es ablished om he in e connec edness o in o ma ion ac oss channels, opaque da a
p ac ices, and e e -expanding da a scope.
2.2 SOR Theo y and In o ma ion Sha ing in Omnichannel Re ailing
Th ough he use o s imulus-o ganizm- esponse (SOR) pa adigm (Meh abian & Russell,
1974), his esea ch in es iga es omnichannel shoppe s' iews on p i acy, us , and in en s
o sha e in o ma ion. En i onmen al s imuli (S) in luence an indi idual's in e nal app aisal
(O), which in u n in luences beha io al eac ions (R) (Cheah e al., 2022; Jacoby, 2008),
acco ding o SOR. Conce ns abou da a p i acy (S) impac consume s' us imp essions
(O), which in u n a ec hei willingness o sha e in o ma ion ac oss channels (R) in his
s udy. The ela ionship be ween p i acy pe cep ions, us , and beha io s can be be e
unde s ood h ough he use o SOR.
I shows ha cus ome beha io , such as in o ma ion sha ing in en ion, can be inc eased i
cus ome s ha e us in a b and, which educes cus ome unce ain y (Senali e al., 2024).
Cus ome s will be mo e willing o sha e in o ma ion and enjoy pe sonalized se ices when
hey pe cei e empa hy and bene olence om he selle in omnichannel. When in o ma ion
is handled app op ia ely and wi h in eg i y, cus ome s will inc ease subsequen in o ma ion
sha ing a e pu chase (Muliadi e al., 2022). Consume us imp o es omnichannel
in o ma ion sha ing by making ansac ions seem mo e p edic able and eliable.
Khoa & Thanh
59
The de elopmen and alida ion o an ins umen ha measu es he majo cha ac e is ics
o indi iduals' conce ns abou o ganiza ional in o ma ion p i acy policies is necessa y o
acili a e u u e s udies in he in o ma ion p i acy esea ch s eam (Smi h e al., 1996). The
end p oduc was a b ie 15-i em su ey measu ing people's wo ies abou hei companies'
da a p i acy policies and p ocedu es along ou dimensions. An o ganiza ion's p i acy
p ac ices ha e a signi ican impac on how cus ome s sha e in o ma ion, acco ding o
Smi h e al. (2011). Conce ns abou da a ga he ing, misuse, illegal access, and mis akes in
pe sonal in o ma ion de elop in online con ex s (Malho a e al., 2004). Cus ome s a e
mo e likely o di ulge pe sonal in o ma ion when hey ha e ai h in how businesses
manage hei da a (Pa lou e al., 2007). Lack o anspa ency in he collec ion and
exploi a ion o cus ome da a will lead o less us and less in o ma ion exchange (Li,
2011). Especially in he mul i-channel con ex , whe e cus ome s use mul iple channels o
shop and ansac (bo h online and physical), hei p i acy conce ns a e emphasized
(He hausen e al., 2015). To inc ease cus ome us in mul i-channel in o ma ion sha ing,
e aile s mus be anspa en and communica e how da a is collec ed om di e en
ouchpoin s, as well as how cus ome da a is used esponsibly.
2.2 Hypo heses De elopmen
To educe unce ain y in in o ma ion p o ision, p e ious s udies ha e shown ha
cus ome s a e only con iden in disclosing in o ma ion when hey us a b and (Pa lou e
al., 2007). When cus ome s us a s o e’s abili y and kindness, hey a e mo e likely o
p o ide pe sonal in o ma ion ac oss mul iple channels. This is also he basis o businesses
o build be e - ailo ed se ices (He hausen e al., 2015). I cus ome s belie e ha a
company will handle hei da a app op ia ely, hey a e mo e likely o sha e in o ma ion
ac oss mul iple channels when hey us he e aile . When people us hei us ees, hey
a e mo e likely o engage in esponsible beha io , which in u n os e s buye -selle
ela ionships (Jadil e al., 2022). When cus ome s us , omnichannel me chan s bene i
om inc eased c oss-channel in o ma ion exchange. A he same ime, us inc eases hei
pe cep ion o eliabili y and p edic abili y o cus ome beha io (Radulescu, 2018). T us
becomes impo an in he omnichannel e ail landscape due o he abili y o agg ega e and
in eg a e da a ac oss mul iple ouchpoin s, such as websi es, mobile apps, b ick-and-mo a
s o es, and social media pla o ms (Pagani e al., 2022). Cus ome unde s and hei
in o ma ion is collec ed, s o ed, and used o sales ac i i ies and o d i e pu chase beha io .
As a esul , hey become mo e c i ical as allowing businesses access o hei pe sonal
in o ma ion. T us is essen ial because he inc eased da a collec ing can lead o p i acy
p oblems. Acco ding o Mish a e al. (2020), cus ome s a e mo e inclined o di ulge
in o ma ion when hey ha e ai h in he e aile 's da a handling p ac ices. They eason ha
he ad an ages o ailo ed se ices o ocused p omo ions su pass any conce ns hey may
ha e abou p i acy in asion. People who do no us o he s a e mo e p one o keep
in o ma ion om o he s ou o conce n o i s misuse o unlaw ul access. This heo y
Consume P i acy Conce ns and In o ma ion Sha ing In en ion in Omnichannel Re ailing
60
p oposes a posi i e linea ela ionship, s a ing ha he in en ion o e eal pe sonal
in o ma ion ises in andem wi h online us . Hence, hypo hesis H1 was p oposed:
➢ H1: Cus ome s' online us owa ds an omnichannel e aile posi i ely ela es o
hei pe sonal In o ma ion-sha ing in en ion in omnichannel e ailing.
These hypo heses a e i mly oo ed in he es ablished body o p i acy li e a u e, which
consis en ly demons a es ha cus ome conce ns ega ding da a handling p ac ices exe
a subs an ial in luence on hei us in o ganiza ions (Smi h e al., 2011). Posi i e
pe cep ions o da a collec ion p ac ices, such as anspa ency abou wha da a is collec ed,
why i is collec ed, and how i will be used, along wi h adhe ence o p inciples o pu pose
limi a ion, will os e and enhance cus ome us (Li, 2011). When cus ome s accep wi h
a e aile 's da a collec ion p ac ices, hey belie e ha hei in o ma ion will be handled
esponsibly (Cheah e al., 2022). Mo eo e , posi i e pe cep ions ela ed o unau ho ized
seconda y use (using da a o pu poses beyond he ini ial s a ed pu pose), imp ope access
(unau ho ized access o pe sonal da a by in e nal o ex e nal pa ies), and e o s ela ed o
pe sonal da a (inaccu a e o incomple e da a, da a b eaches) will signi ican ly e ode
cus ome us (Riaz e al., 2024). These posi i e a i udes can c ea e he con idence abou
he limi a ion o po en ial misuse o comp omise o pe sonal in o ma ion. Hence, cus ome
will us in he e aile 's abili y o p o ec hei da a (Li e al., 2023). The likelihood ha a
cus ome will us a s o e inc eases when hey see ha he e aile is hones abou how
hey acqui e da a, uses i esponsibly, limi s who may access i , and makes su e i is
accu a e (Anhal -Depies e al., 2019). By using ai in o ma ion p ac ices, omnichannel
me chan s can inc ease consume s' ai h in he company's kindness and hones y (Wiencie z
& Lünich, 2020). C edibili y, hones y, and kindness a e he h ee pilla s upon which us
es s (Mu imukwe e al., 2020). Adhe ing o ai p i acy p ac ices signals a e aile 's
us wo hiness o cus ome s. In o de o gain cus ome s' us , omnichannel businesses
should be anspa en abou hei da a policies and o e p i acy op ions. The e o e, his
esea ch pos ula e ha cus ome s' eelings o p i acy ha e a a o able impac on hei us
in omnichannel shopping expe iences.
➢ H2: Cus ome s' Pe cep ion o collec ion posi i ely impac s on hei Online us
owa ds he omnichannel e aile .
➢ H3: Cus ome s' Pe cep ion o unau ho ized seconda y use posi i ely impac s on
hei Online us owa ds he omnichannel e aile .
➢ H4: Cus ome s' Pe cep ion o imp ope access posi i ely impac s on hei Online
us owa ds he omnichannel e aile .
➢ H5: Cus ome s' pe cep ion o e o s posi i ely impac s on hei Online us
owa ds he omnichannel e aile .
The omnichannel se ing combines da a om mul iple sou ces, and makes hese issues e en
wo se. In eg a ion o in-s o e and online da a collec ion, s o age, and usage, as well as
social media acking, make he common cus ome conce n (Nhung e al., 2023). Al hough
Khoa & Thanh
61
cus ome us he company in gene al; howe e , conce ns abou a s o e's da a p ocessing
me hods can make cus ome s eluc an o p o ide in o ma ion. A cus ome may ha e ai h
in a e aile 's commi men o a oid selling hei da a o hi d pa ies, bu hey may s ill be
wa y o sha ing hei loca ion da a o ea o su eillance o p o iling (Shi e al., 2020).
Di ec ly encou aging in o ma ion sha ing can be he no ion o a anspa en and
con ollable da a collec ion p ocedu e. On he lip side, e en i a cus ome us s he shop
in gene al, nega i e opinions abou da a inaccu acies, imp ope access, and unlaw ul
seconda y usage can de e cus ome s om e ealing hei in o ma ion (Tseng, 2022). Some
cus ome s migh be mo e o hcoming wi h speci ic de ails while hey a e in-s o e, bu
hesi an o do he same when hey shop online, and ice e sa. To add ess consume
conce ns abou p i acy and encou age da a sha ing ac oss channels, e aile s mus be awa e
o hese immedia e implica ions and adap hei me hods o communica ion and da a
collec ion app op ia ely. To allay hese ea s, s o es mus show hey alue cus ome
in o ma ion secu i y and p i acy. High pe cei ed anspa ency and ai ness a ound da a
use assuages p i acy conce ns, inc easing com o wi h in o ma ion disclosu e (Liu e al.,
2021). Omnichannel e aile s mus be anspa en ega ding da a collec ion, usage, and
s o age om in eg a ed ouchpoin s o mi iga e cus ome s' pe cei ed p i acy isks. Hence,
his s udy expec ed posi i e ela ionships be ween he ac o s o p i acy conce n
pe cep ions and c oss-channel in o ma ion-sha ing in en ion as below hypo heses:
➢ H6: Cus ome s' Pe cep ion o collec ion posi i ely impac s on hei pe sonal
In o ma ion-sha ing in en ion in omnichannel e ailing.
➢ H7: Cus ome s' Pe cep ion o unau ho ized seconda y use posi i ely impac on
hei pe sonal In o ma ion-sha ing in en ion in omnichannel e ailing.
➢ H8: Cus ome s' Pe cep ion o imp ope access posi i ely impac on hei pe sonal
In o ma ion-sha ing in en ion in omnichannel e ailing.
➢ H9: Cus ome s' Pe cep ion ela ed o e o s posi i ely impac on hei pe sonal
In o ma ion-sha ing in en ion in omnichannel e ailing.
Posi i e pe cep ion abou o ganiza ion's p i acy p ac ices c ea es cus ome willingness o
sha e in o ma ion; mo eo e , i enhances us , leading o g ea e in o ma ion disclosu e
(Pa lou e al., 2007; Smi h e al., 2011). I cus ome s belie e an o ganiza ion handles hei
pe sonal in o ma ion co ec ly, hey a e mo e likely o us he o ganiza ion (Eas lick e
al., 2006; Huda, 2023); he e o e, highe le els o us lead o mo e in en ion o sha e
in o ma ion (Pa lou e al., 2007). While p i acy conce ns can ha e a di ec impac on
in o ma ion sha ing beha io , hei in luence is also channeled h ough hei e ec on
cus ome s' us in he e aile . Cus ome s may be less likely o di ulge pe sonal
in o ma ion i hey a e wo ied abou i s unau ho ized euse; mo e signi ican ly, his could
damage hei ai h in he s o e, which would u he dampen hei en husiasm o sha ing
(Tseng, 2022). This media ing ole o us is impo an in building and main aining
Consume P i acy Conce ns and In o ma ion Sha ing In en ion in Omnichannel Re ailing
62
cus ome loyal y he omnichannel en i onmen (Kulanga a e al., 2016). I e aile s
espond o cus ome p i acy conce ns and show a dedica ion o da a p o ec ion, us and
cus ome s' willingness o disclose in o ma ion may inc ease. T us building imp o es
s a egy o p omo ing in o ma ion exchange (Hsu e al., 2024) in he unce ain y abou
p i acy da a. Re aile s should p io i ize os e ing an en i onmen o us and openness
o e me ely esponding o cus ome s' p i acy conce ns. Consequen ly, he p emise o his
s udy is ha consume s' opinions o a company's p i acy p ocedu es in luence hei
in en ion o sha e in o ma ion, and ha online us ac s as a media o be ween hese wo
a iables as hypo heses H10(a) o H10(d).
➢ H10(a): Online us is he media o in he ela ionship be ween collec ion and
in o ma ion-sha ing in en ion in omnichannel e ailing.
➢ H10(b): Online us is he media o in he ela ionship be ween unau ho ized
seconda y use and in o ma ion-sha ing in en ion in omnichannel e ailing.
➢ H10(c): Online us is he media o in he ela ionship be ween imp ope access
and in o ma ion-sha ing in en ion in omnichannel e ailing.
➢ H10(d): Online us is he media o in he ela ionship be ween e o s and
in o ma ion-sha ing in en ion in omnichannel e ailing.
The e o e, he heo e ical model is p esen ed in Figu e 1:
Figu e 1: Theo e ical Model
Collec ion
Unau ho ized
Seconda y Use
Imp ope Access
E o s
Online T us
Pe sonal
In o ma ion-
sha ing
In en ion
H1
H2
H3
H4
H5
H8
H9
Khoa & Thanh
69
p ocessing can educe cus ome s’ p i acy conce ns and inc ease in o ma ion disclosu e.
These indings imp essed o be anspa en abou hei da a p ac ices and o p o ide
cus ome s wi h con ol o e hei pe sonal in o ma ion (Wiese, 2024).
Beside he an ecedence o in e ne use s' in o ma ion p i acy conce ns (IUIPC), he
ela ionship be ween us and in o ma ion sha ing adds o he exis ing li e a u e on he
omnichannel con ex . Pa lou (2014); Smi h e al. (2011) p o ed ha us plays a pi o al
ole in ease o online exchange beha io . The esul s o he s udy con i med ha online
us plays a media ing ole in he ela ionship be ween p i acy pe cep ions and in o ma ion
sha ing in en ions in omnichannel e ailing. This s udy adds o he exis ing body o
knowledge in his a ea. This s udy p o ides u he e idence ha omnichannel e aile s
mus p io i ize building us o p omo e cus ome in o ma ion sha ing.
The s udy ound ha consume s' a i udes owa d da a collec ion p ac ices in luenced hei
in en ion o p o ide in o ma ion, bu online us did no mode a e his ela ionship.
Rega dless o consume s' le el o us in he s o e, his esul sugges s ha hei a i udes
owa d da a collec ion p ac ices in luence hei endency o disclose pe sonal in o ma ion.
Da a collec ion issues we e he main cause o in o ma ion p i acy conce ns, consis en
wi h he indings o Malho a e al. (2004); Riaz e al. (2024).
Th ough da a analysis, his s udy adds o he g owing body o esea ch in he con ex o
he p oli e a ion o omnichannel shopping. The esul s demons a e how pe cep ions o
businesses’ p i acy p ac ices and us play an impo an ole in in luencing consume
beha io in his con ex . Acco ding o Ayabu i and T eku (2020), he esul s suppo he
idea ha in o de o be success ul, omnichannel s o es should ake a mo e holis ic iew o
cus ome da a managemen . This means ha in addi ion o ocusing on building p i acy
policies and applying da a secu i y echniques, businesses mus also pay a en ion o he
psychological aspec o cus ome us . In addi ion, he s udy also sheds ligh on he speci ic
p i acy issues ha cus ome s in omnichannel e ail con ex s ind mos u gen . Acco ding
o he s udy, consume s a e pa icula ly conce ned abou da a b eaches due o businesses
imp ope ly accessing o using hei da a in a seconda y manne . This highligh s he need
o s o es o be open and hones abou hei da a p ac ices and o implemen obus secu i y
measu es o p o ec consume in o ma ion.
In addi ion, he s udy esul s ha e implica ions o c ea ing e ec i e p i acy p ac ices and
communica ion ac ics. S o es should publicize hei p i acy policies and p ocedu es in a
way ha is easy o cus ome s o unde s and and access. Addi ionally, hey should
empowe consume s o decide and manage he use o hei da a. In addi ion o he bene i s
men ioned abo e, his s udy also sheds ligh on he cul u al con ex o da a sha ing and
p i acy conce ns. The s udy was conduc ed in Vie nam, a de eloping coun y wi h a
booming in e ne indus y. As a esul , Vie namese consume s a e inc easingly awa e o
p i acy conce ns and a e conce ned abou how companies use hei pe sonal in o ma ion.
Consume P i acy Conce ns and In o ma ion Sha ing In en ion in Omnichannel Re ailing
70
This highligh s he impo ance o companies ope a ing in de eloping ma ke s being
sensi i e o cul u al no ms and ailo ing hei p i acy policies acco dingly.
While online us media ed he impac s o seconda y use, access, and e o s, i did no
media e he e ec o collec ion pe cep ions. This di e ges om exis ing us -p i acy
models whe e us ully o pa ially media es ela ionships be ween p i acy conce ns and
ou comes (Bansal e al., 2016; Hajli & Lin, 2014). A po en ial explana ion is ha collec ion
pe cep ions e lec cus ome pa icipa ion igh s, di ec ly a ec ing in o ma ion sha ing
ega dless o us . None heless, unau ho ized use, access, and e o pe cep ions ope a e
h ough us . Thi dly, unlike mos p i acy esea ch elying on epo ed beha io s, he
s udy e i ies pe cei ed p ac ices ha in luence ac ual sha ing in en ion. The esul s
answe calls o examine ac ual disclosu e beyond s a ed p i acy conce ns (Li e al., 2011;
No be g e al., 2007). This ealism enhances unde s anding o how cus ome s' p i acy
pe spec i es ansla e in o anspa ency ac oss omnichannel se ings.
6. Conclusion
The esul s o his s udy con i m o wha is al eady known abou cus ome s' iews on
p i acy and hei habi s when i comes o sha ing pe sonal in o ma ion.
Omnichannel e ailing is an a ea whe e online and o line shopping expe iences a e
becoming mo e con e gen , and his s udy aimed o shed ligh on he complica ed
ela ionship be ween cus ome s' pe cep ions o co po a e p i acy p ac ices and hei
in en ion o sha e pe sonal in o ma ion wi hin his con ex . Wi h ega d o p i acy issues
and in o ma ion sha ing beha io ac oss in eg a ed sales channels, his s udy seeks o
b idge he cu en knowledge acuum. Wi h he S imulus-O ganism-Response (SOR)
model as a heo e ical basis, his s udy o e s an analy ical amewo k o in es iga e he
ac o s ha in luence consume s' ac ions, including hei iews o p i acy as s imulus, hei
le el o online us as o ganism, and hei desi e o disclose in o ma ion as hei esponse.
The esul is a iche pic u e o how cus ome s ac in omnichannel se ings. This s udy
illed a gap in he li e a u e by de eloping a holis ic model o in o ma ion sha ing in en ion
ha akes in o accoun bo h online us and p i acy conce ns. While mos p io esea ch
has app oached he opic o in o ma ion sha ing om a p i acy o us s andpoin , ou
model akes a mo e comp ehensi e iew. In he con ex o omnichannel comme ce, his
s udy con i ms ha he IUIPC pa adigm is applicable. Findings poin ed ou ha consume s'
p i acy da a iews handling as pa o co po a e in o ma ion secu i y p ac ices (collec ion,
unau ho ized seconda y use, imp ope access, and da a e o ) had a posi i e and subs an ial
impac on hei online us and in en ions o sha e in o ma ion. The s udy inding is ha
cus ome judgmen s o online us play a signi ican media ing ole in he ela ionship
be ween hei pe cep ions o in o ma ion secu i y and he amoun o in o ma ion hey a e
willing o sha e. T anspa ency in in o ma ion secu i y p ocesses and s ong da a p o ec ion
sa egua ds a e c ucial o de eloping and e aining us , as hese s udies demons a e. The
indings show ha hese dimensions a e ele an and signi ican in in luencing how
cus ome s pe cei e and beha e in omnichannel se ings.
Khoa & Thanh
71
The s udy also o e ed some managemen implica ions ha companies migh use when
implemen ing omnichannel s a egies. Building consume con idence and managing
p i acy issues should be omnichannel e aile s' op p io i ies in o de o enable c oss-
channel in o ma ion exchange. A p ima y a ea o emphasis should be he adop ion o open
da a p ac ices ha espec p i acy. One way o educe conce ns abou p i acy is o be
anspa en abou he da a collec ion, me ging, s o age, and use p ocesses ac oss all
channels. To in luence omnichannel consume s' iews o p i acy o he be e , i is
impo an o ha e ai in o ma ion policies add essing da a pu pose bounda ies, access
con ol, and co ec ness. This makes cus ome s mo e con iden in he kindness o he s o e.
Businesses need o inc ease anspa ency in cus ome in o ma ion managemen by gi ing
cus ome s he abili y o ack how hei da a mo es ac oss di e en pla o ms. Achie ing
p i acy audi ce i ica ions will also con ibu e o inc easing cus ome us in a s o e ha
alues p i acy. By conduc ing p i acy audi s, implemen ing secu i y measu es, and
aining employees; businesses will inc ease cus ome us , and he in en ion o p o ide
pe sonal in o ma ion o omnichannel e ail sys ems. Wi h he help o omnichannel
expe iences, businesses can easily build online cus ome p o iles, which in u n allows
hem o ailo hei se ices o each indi idual and inspi e us -based sha ing. Da a
le e aging should ake a back sea o p o ec ing p i acy and sus aining us wo hy
cus ome ela ionships. Di e en ia ing businesses who a e dedica ed o consume s'
in o ma ional sel -de e mina ion can be achie ed by inc easing anspa ency beyond wha
is equi ed by law. Gaining us in he long un is mo e aluable han collec ing da a in he
sho e m.
Fu u e esea ch can expand ou unde s anding o omnichannel consume expe ience due
o he s udy's limi a ions. This s udy ecognizes ha o he impo an elemen s such as
pe cei ed isk, cus ome in ol emen , and channel in eg a ion quali y may ha e been
o e looked while using he SOR pa adigm o examine impo an concep s like in o ma ion
isibili y and seamlessness. To gi e a mo e comple e pic u e o he omnichannel
expe ience, u u e s udies could include hese missing componen s. Fu he mo e, i is no
possible o de e mine cause and e ec because he s udy is c oss-sec ional. To d aw
s onge causal conclusions, u u e esea ch can analyze longi udinal da a o ack how
consume a i udes and ac ions e ol e o e ime. Addi ionally, online su ey me hods in
con enience sampling also acknowledge po en ial d awbacks, such as sel -selec ion bias
and he sho comings o con enience sampling. Fu u e esea che s could use p obabili y
sampling and combine da a collec ion echniques wi h o he app oaches, including
in e iews and obse a ions, o o e come hese me hodological limi a ions. Addi ionally,
he esul s we e no applicable o o he de eloping coun ies because he s udy ocused
na owly on Vie nam. To de e mine whe he he esul s a e applicable globally, u u e
esea ch could compa e esul s om o he coun ies o expand he scope o include o he
de eloping coun ies. Las bu no leas , he impac o socio-demog aphic a iables and
new echnologies on he omnichannel consume expe ience could be he subjec o u he
Consume P i acy Conce ns and In o ma ion Sha ing In en ion in Omnichannel Re ailing
72
in es iga ion in he u u e. In an omnichannel con ex , his would shed ligh on he complex
in e play be ween cus ome jou ney ac o s, echnological de elopmen s, and indi idual
cha ac e is ics.
Resea ch Funding
The au ho s ecei ed no esea ch g an o unds o his esea ch s udy.
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