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Author

Minh Thu Nguyen

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Open access Aug 2026

The personalization–privacy paradox in social commerce: Why privacy concern does not deter willingness to be profiled on Tiktok shop

Purpose – This study examines how online personalization, technical protection, and privacy awareness are associated with privacy concern, customer trust, and willingness to be profiled online for personalization among TikTok Shop users in Vietnam. Integrating Privacy Calculus Theory (PCT) and the Stimulus–Organism–Res...

A. Tô, L. Pham, Thị Nguyễn et al. · 0 citations

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