The Privacy-Driven Consumer: Reconceptualizing Online Purchase Intentions in the Digital Economy for Generation Z
Abstract
The rapid digital transformation has profoundly reshaped the global economic landscape, intensifying the exchange of personal data and raising significant privacy concerns within e-commerce. This study addressed the complex interplay between privacy attitudes and online purchasing behaviors among Generation Z, a digitally native cohort known for its paradoxical stance on data privacy. This study aimed to investigate how perceived privacy policies and privacy concerns influence online purchase intentions, thereby refining the theoretical understanding of the "privacy paradox" within the stimulus-organism-response framework. A quantitative cross-sectional survey was conducted to collect data from Generation Z online shoppers. Partial Least Squares Structural Equation Modeling was employed for data analysis, and the measurement and structural models were rigorously assessed for reliability and validity. The findings provide robust support for all hypothesized relationships. Specifically, perceived privacy policies positively influenced online purchase intentions and negatively impacted privacy concerns. Crucially, privacy concerns were found to positively influence online purchase intention. These results suggest that for Generation Z, privacy concerns act as a discerning filter, guiding their purchasing decisions towards trusted online platforms. The study concluded that transparent and effectively perceived privacy policies are strategic imperatives for e-commerce businesses to foster trust and drive engagement among this influential consumer demographic.
References
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Khoa, B. T., Anh, T. V., & Huynh, T. T. (2024). Dataset of concerns for privacy information practices and consumer behavior in online market: A survey in Vietnam. Data in Brief, 54, 110351. https://doi.org/10.1016/j.dib.2024.110351
Khoa, B. T. (2020). The impact of the personal data disclosure's tradeoff on the trust and attitude loyalty in mobile banking services. Journal of Promotion Management, 27(4), 585–608. https://doi.org/10.1080/10496491.2020.1838028
Khoa, B. T. (2025). The triple helix of digital engagement: Unifying technology acceptance, trust signaling, and social contagion in Generation Z’s social commerce repurchase decisions. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 145. https://doi.org/10.3390/jtaer20020145
Khoa, B. T., & Huynh, T. T. (2022). The influence of individuals' concerns about organization's privacy information practices on customers' online purchase intentions: The mediating role of online trust. Journal of Logistics, Informatics and Service Science, 9(3), 31–44. https://doi.org/10.33168/liss.2022.0303
Khoa, B. T., & Thanh, L. T. T. (2025). Consumer privacy concerns and information sharing intention in omnichannel retailing: Mediating role of online trust. Pakistan Journal of Commerce and Social Sciences, 19(1), 55–76. https://doi.org/10.64534/Comm.2025.003
Khoa, B. T., & Vi, N. D. T. (2021). Consumer information sharing in Facebook: The negative role of perceived privacy risk. In N. Abdullah, S. Manickam, & M. Anbar (Eds.), Advances in cyber security (pp. 552–567). Springer.
Li, L., Li, T., Cai, H., Zhang, J., & Wang, J. (2023). I will only know after using it: The repeat purchasers of smart home appliances and the privacy paradox problem. Computers & Security, 128, 103156. https://doi.org/10.1016/j.cose.2023.103156
Ling, P.-S., Chin, C.-H., Yi, J., & Wong, W. P. M. (2024). Green consumption behaviour among Generation Z college students in China: The moderating role of government support. Young Consumers, 25(4), 507–527. https://doi.org/10.1108/YC-01-2022-1443
Linh, N. T. M., Hang, N. T., Binh, L. Q., Chien, N. T. M., & Khoa, B. T. (2024). The impact of social media marketing on brand loyalty in the fashion industry: The mediator role of brand love. Journal of Logistics, Informatics and Service Science, 11(3), 426–436. https://doi.org/10.33168/jliss.2024.0328
Malhotra, N. K., Kim, S. S., & Agarwal, J. (2004). Internet users' information privacy concerns (IUIPC): The construct, the scale, and a causal model. Information Systems Research, 15(4), 336–355. https://doi.org/10.1287/isre.1040.0032
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Memarian, S., Malgonde, O. S., & Kim, D. J. (2025). Unraveling the privacy paradox: A comprehensive review of factors behind the discrepancy in online concerns and disclosure behavior. Information Systems Frontiers. https://doi.org/10.1007/s10796-025-10617-y
Ngo, T. T. A., Nguyen, H. L. T., Nguyen, H. P., Mai, H. T. A., Mai, T. H. T., & Hoang, P. L. (2024). A comprehensive study on factors influencing online impulse buying behavior: Evidence from Shopee video platform. Heliyon, 10(15), e35743. https://doi.org/10.1016/j.heliyon.2024.e35743
Priporas, C. V., Hussain, S., Khaneja, S., & Rahman, H. (2024). Technology distraction in Generation Z: The effects on consumer responses, sensory overload, and discomfort. International Journal of Information Management, 75, 102751. https://doi.org/10.1016/j.ijinfomgt.2023.102751
Riaz, H., Ahmed, H., & Jibril, A. B. (2024). Reassessing customer trust and privacy concerns in omnichannel customer experience. Cogent Business & Management, 11(1), 2410405. https://doi.org/10.1080/23311975.2024.2410405
Sandhu, R. K., Vasconcelos-Gomes, J., Thomas, M. A., & Oliveira, T. (2023). Unfolding the popularity of video conferencing apps – A privacy calculus perspective. International Journal of Information Management, 68, 102569. https://doi.org/10.1016/j.ijinfomgt.2022.102569
Smith, H. J., Milberg, S. J., & Burke, S. J. (1996). Information privacy: Measuring individuals' concerns about organizational practices. MIS Quarterly, 20(2), 167–196. https://doi.org/10.2307/249477
Syamsudin, A., Sabirin, S., & Elliyana, E. (2025). Generational differences in online shopping: Millennials vs. Generation Z. Journal of Production, Operations Management and Economics, 51–62. https://doi.org/10.55529/jpome.51.51.62
Tavani, H. T. (2007). Philosophical theories of privacy: Implications for an adequate online privacy policy. Metaphilosophy, 38(1), 1–22. https://doi.org/10.1111/j.1467-9973.2006.00474.x
Tran, A. V., & Khoa, B. T. (2025). Generation Z customers’ online outbound tourism booking intention in Vietnam: Extending the technology acceptance model with intercultural competence. Geojournal of Tourism and Geosites, 60(2 Suppl), 1119–1127. https://doi.org/10.30892/gtg.602spl09-1485
Tseng, H.-T., Jia, S., Nisar, T. M., Hajli, N., & Shabbir, H. (2025). The study of social commerce in Generation Z context: The role of social support and privacy risk. Information Technology & People, 38(3), 1505–1525. https://doi.org/10.1108/ITP-01-2022-0042
Wang, W., Wu, Q., Li, D., & Tian, X. (2025). An exploration of the influencing factors of privacy fatigue among mobile social media users from the configuration perspective. Scientific Reports, 15(1), 427. https://doi.org/10.1038/s41598-024-84646-z
Xu, H., Luo, X., Carroll, J. M., & Rosson, M. B. (2011). The personalization privacy paradox: An exploratory study of decision-making process for location-aware marketing. Decision Support Systems, 51(1), 42–52. https://doi.org/10.1016/j.dss.2010.11.057*
Arenas-Escaso, J. F., Folgado-Fernández, J. A., & Palos-Sánchez, P. R. (2024). Internet interventions and therapies for addressing the negative impact of digital overuse: A focus on digital free tourism and economic sustainability. BMC Public Health, 24(1), 176. https://doi.org/10.1186/s12889-023-17584-6
Canavesi, A., Bertolotti, F., Cattaneo, L., Buonanno, G., Mari, L., & Ravarini, A. (2025). From Developers to Players: Exploring the Dual Impact of Game-Based Learning on Student Engagement, Learning and Skill Development. Journal of Research in Educational Sciences, 16(2). https://doi.org/10.14505/jres.v16.2(20).01
Chang, Y., Wong, S. F., Libaque-Saenz, C. F., & Lee, H. (2018). The role of privacy policy on consumers’ perceived privacy. Government Information Quarterly, 35(3), 445–459. https://doi.org/10.1016/j.giq.2018.04.002
Cheah, J.-H., Lim, X.-J., Ting, H., Liu, Y., & Quach, S. (2022). Are privacy concerns still relevant? Revisiting consumer behaviour in omnichannel retailing. Journal of Retailing and Consumer Services, 65, 102242. https://doi.org/10.1016/j.jretconser.2020.102242
Chen, S. J., Tran, K. T., Xia, Z. R., Waseem, D., Zhang, J. A., & Potdar, B. (2023). The double-edged effects of data privacy practices on customer responses. International Journal of Information Management, 69, 102600. https://doi.org/10.1016/j.ijinfomgt.2022.102600
Cuong, D. B. X., Khanh, T., Khoa, B. T., & Thanh, L. D. N. (2025). Digital transformation and sustainable tourism: An integrated model for heritage destination revisitation in the service innovation era. Journal of Service, Innovation and Sustainable Development, 6(1), 14–28. https://doi.org/10.33168/SISD.2025.0102
De, D. H., Khoa, B. T., & Nguyen, V. T.-T. (2023). Customer's online purchase intention: The role of perceived business size and reputation. Journal of Logistics, Informatics and Service Science, 10(3), 296–307. https://doi.org/10.33168/jliss.2023.0304
Dinev, T., Goo, J., Hu, Q., & Nam, K. (2009). User behaviour towards protective information technologies: The role of national cultural differences. Information Systems Journal, 19(4), 391–412. https://doi.org/10.1111/j.1365-2575.2007.00289.x
Durans, A. de A., & Mainardes, E. W. (2025). Effects of strategic value orientation on personal data privacy, value in use and organizational reputation. International Journal of Bank Marketing, 43(2), 341–367. https://doi.org/10.1108/IJBM-04-2024-0243
Flavián, C., & Guinalíu, M. (2006). Consumer trust, perceived security and privacy policy: Three basic elements of loyalty to a web site. Industrial Management & Data Systems, 106(5), 601–620. https://doi.org/10.1108/02635570610666403
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2014). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Huynh, T. T., & Khoa, B. T. (2026). Personalization vs. privacy: Ethical frameworks for AI-based learning systems. In 2025 3rd DMIHER International Conference on Artificial Intelligence in Healthcare, Education and Industry (IDICAIHEI). https://doi.org/10.1109/IDICAIHEI65991.2025.11379235
Jafri, J. A., Amin, S. I. M., Rahman, A. A., & Nor, S. M. (2024). A systematic literature review of the role of trust and security on Fintech adoption in banking. Heliyon, 10(1), e22980. https://doi.org/10.1016/j.heliyon.2023.e22980
Khanh, T., Khoa, B. T., & Cuong, D. B. X. (2025). Digital pathways to sustainability: Empirical evidence of tourism industry transformation in the Industry 5.0 era. Journal of Management Changes in Digital Era, 2, 110–119. https://doi.org/10.33168/JMCDE.2025.0108
Khoa, B. T., Anh, T. V., & Huynh, T. T. (2024). Dataset of concerns for privacy information practices and consumer behavior in online market: A survey in Vietnam. Data in Brief, 54, 110351. https://doi.org/10.1016/j.dib.2024.110351
Khoa, B. T. (2020). The impact of the personal data disclosure's tradeoff on the trust and attitude loyalty in mobile banking services. Journal of Promotion Management, 27(4), 585–608. https://doi.org/10.1080/10496491.2020.1838028
Khoa, B. T. (2025). The triple helix of digital engagement: Unifying technology acceptance, trust signaling, and social contagion in Generation Z’s social commerce repurchase decisions. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 145. https://doi.org/10.3390/jtaer20020145
Khoa, B. T., & Huynh, T. T. (2022). The influence of individuals' concerns about organization's privacy information practices on customers' online purchase intentions: The mediating role of online trust. Journal of Logistics, Informatics and Service Science, 9(3), 31–44. https://doi.org/10.33168/liss.2022.0303
Khoa, B. T., & Thanh, L. T. T. (2025). Consumer privacy concerns and information sharing intention in omnichannel retailing: Mediating role of online trust. Pakistan Journal of Commerce and Social Sciences, 19(1), 55–76. https://doi.org/10.64534/Comm.2025.003
Khoa, B. T., & Vi, N. D. T. (2021). Consumer information sharing in Facebook: The negative role of perceived privacy risk. In N. Abdullah, S. Manickam, & M. Anbar (Eds.), Advances in cyber security (pp. 552–567). Springer.
Li, L., Li, T., Cai, H., Zhang, J., & Wang, J. (2023). I will only know after using it: The repeat purchasers of smart home appliances and the privacy paradox problem. Computers & Security, 128, 103156. https://doi.org/10.1016/j.cose.2023.103156
Ling, P.-S., Chin, C.-H., Yi, J., & Wong, W. P. M. (2024). Green consumption behaviour among Generation Z college students in China: The moderating role of government support. Young Consumers, 25(4), 507–527. https://doi.org/10.1108/YC-01-2022-1443
Linh, N. T. M., Hang, N. T., Binh, L. Q., Chien, N. T. M., & Khoa, B. T. (2024). The impact of social media marketing on brand loyalty in the fashion industry: The mediator role of brand love. Journal of Logistics, Informatics and Service Science, 11(3), 426–436. https://doi.org/10.33168/jliss.2024.0328
Malhotra, N. K., Kim, S. S., & Agarwal, J. (2004). Internet users' information privacy concerns (IUIPC): The construct, the scale, and a causal model. Information Systems Research, 15(4), 336–355. https://doi.org/10.1287/isre.1040.0032
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Memarian, S., Malgonde, O. S., & Kim, D. J. (2025). Unraveling the privacy paradox: A comprehensive review of factors behind the discrepancy in online concerns and disclosure behavior. Information Systems Frontiers. https://doi.org/10.1007/s10796-025-10617-y
Ngo, T. T. A., Nguyen, H. L. T., Nguyen, H. P., Mai, H. T. A., Mai, T. H. T., & Hoang, P. L. (2024). A comprehensive study on factors influencing online impulse buying behavior: Evidence from Shopee video platform. Heliyon, 10(15), e35743. https://doi.org/10.1016/j.heliyon.2024.e35743
Priporas, C. V., Hussain, S., Khaneja, S., & Rahman, H. (2024). Technology distraction in Generation Z: The effects on consumer responses, sensory overload, and discomfort. International Journal of Information Management, 75, 102751. https://doi.org/10.1016/j.ijinfomgt.2023.102751
Riaz, H., Ahmed, H., & Jibril, A. B. (2024). Reassessing customer trust and privacy concerns in omnichannel customer experience. Cogent Business & Management, 11(1), 2410405. https://doi.org/10.1080/23311975.2024.2410405
Sandhu, R. K., Vasconcelos-Gomes, J., Thomas, M. A., & Oliveira, T. (2023). Unfolding the popularity of video conferencing apps – A privacy calculus perspective. International Journal of Information Management, 68, 102569. https://doi.org/10.1016/j.ijinfomgt.2022.102569
Smith, H. J., Milberg, S. J., & Burke, S. J. (1996). Information privacy: Measuring individuals' concerns about organizational practices. MIS Quarterly, 20(2), 167–196. https://doi.org/10.2307/249477
Syamsudin, A., Sabirin, S., & Elliyana, E. (2025). Generational differences in online shopping: Millennials vs. Generation Z. Journal of Production, Operations Management and Economics, 51–62. https://doi.org/10.55529/jpome.51.51.62
Tavani, H. T. (2007). Philosophical theories of privacy: Implications for an adequate online privacy policy. Metaphilosophy, 38(1), 1–22. https://doi.org/10.1111/j.1467-9973.2006.00474.x
Tran, A. V., & Khoa, B. T. (2025). Generation Z customers’ online outbound tourism booking intention in Vietnam: Extending the technology acceptance model with intercultural competence. Geojournal of Tourism and Geosites, 60(2 Suppl), 1119–1127. https://doi.org/10.30892/gtg.602spl09-1485
Tseng, H.-T., Jia, S., Nisar, T. M., Hajli, N., & Shabbir, H. (2025). The study of social commerce in Generation Z context: The role of social support and privacy risk. Information Technology & People, 38(3), 1505–1525. https://doi.org/10.1108/ITP-01-2022-0042
Wang, W., Wu, Q., Li, D., & Tian, X. (2025). An exploration of the influencing factors of privacy fatigue among mobile social media users from the configuration perspective. Scientific Reports, 15(1), 427. https://doi.org/10.1038/s41598-024-84646-z
Xu, H., Luo, X., Carroll, J. M., & Rosson, M. B. (2011). The personalization privacy paradox: An exploratory study of decision-making process for location-aware marketing. Decision Support Systems, 51(1), 42–52. https://doi.org/10.1016/j.dss.2010.11.057*
Published
2026-06-30
How to Cite
KIET, Le Quoc.
The Privacy-Driven Consumer: Reconceptualizing Online Purchase Intentions in the Digital Economy for Generation Z.
Theoretical and Practical Research in Economic Fields, [S.l.], v. 17, n. 2, p. 399 - 409, june 2026.
ISSN 2068-7710.
Available at: <https://journals.aserspublishing.eu/tpref/article/view/9514>. Date accessed: 02 july 2026.
doi: https://doi.org/10.14505/tpref.v17.2(38).07.
Section
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