PERSONALIZATION VERSUS PRIVACY: A research on disclosing personal information behavior on social media among UEH students

Abstract

With the goal of providing practical support for businesses in understanding user intentions, enhancing personalization in commercial activities and ensuring information security. The research team conducted the survey through quantitative research methods, online survey via google form. To examine factors influencing users’ disclosure intention, a survey was performed on a sample of 136 students from the University of Economics Ho Chi Minh City. With datasets collected by online survey, the authors use reliability analysis of the measurement scale through Cronbach’s Alpha’s coefficient, multiplier analysis EFA discovery factor, and regression analysis using SPSS software. The research result showed that Perceived Risk, Perceived Benefit, Privacy View and Subjective Norms are highly influenced by users’ information disclosure intention. The results will not only be useful for confirming theory but will also help practitioners to better understand customers’ willingness to provide personal information in an online context. Our group has proposed ideas for social media personalization services and improving user privacy protection to build customers’ trust, such as increasing valuable services but creating a secure social media environment at the same time.