How do perceptions of information usefulness and green trust influence intentions toward eco-friendly purchases in a social media context?

Drawing upon the stimulus-organism-response framework and incorporating green trust and perceptions of information usefulness, we formulated a model to explore how marketing on social media impacts consumers' intentions towards eco-friendly purchases, using eastern Chinese cities as a case study. The findings indicate that: (1) marketing on social media significantly boosts intentions for eco-friendly purchases, and green trust positively affects the perceptions of information usefulness. (2) Green trust and perceptions of information usefulness jointly act as mediators between social media marketing and eco-friendly purchase intentions, with green trust exhibiting a stronger effect (0.306 > 0.122). The multi-group analysis findings indicate significant disparities in several potential pathways as a result of moderating factors such as educational attainment, etc. The benefits are especially apparent in women, people with middle to high incomes, people with intermediate to high levels of education, and people who engage with social media for over three hours per day. Through the effect analysis between marketing on social media, green trust, and perceptions of information usefulness on consumers' intentions towards eco-friendly purchases, this study offers insights to social media platforms, businesses, and policymakers, enabling them to enhance strategies for fostering eco-friendly consumer behavior through social media channels.

Exploring the influence of live streaming on consumer purchase intention: A structural equation modeling approach in the Chinese E-commerce sector.

The e-commerce landscape is evolving rapidly, and businesses seek novel ways to enhance their competitive edge. In this context, understanding consumers' purchase intentions becomes crucial. Drawing from the Stimulus-Organism-Response (SOR) theory, we propose a conceptual framework investigating the factors influencing purchase intention in e-commerce live-streaming marketing. The research adopts Structural Equation Modeling (SEM), Confirmatory Factor Analysis (CFA), and hypothesis testing to evaluate the relationships. The findings revealed that the attributes of live streaming, including the live streamer, the product, and the field, as well as trust and impulsiveness, positively influence purchase intention. This study provides a novel perspective on live streaming e-commerce with evidence on how e-commerce live streaming drives purchase intentions, enriches the content of live streaming e-commerce literature, and explores the practical implications for marketing managers who are looking for marketing by live streaming.

Effect of label elements in bottled water: Impact on consumer preferences, purchase intentions and health perception through affective sensory tests.

Bottled water has become a popular beverage choice worldwide, with consumers increasingly seeking healthier options. However, label elements can significantly influence consumer perception and purchasing decisions. The research aimed to assess how label elements affect the liking, purchase intention, preference and concept of healthy bottled water. Two stages involved 180 and 100 participants aged between 18 and 40, provided sociodemographic information. The first stage used a hedonic scale and ranking test to perception of nine labels with different elements. The second stage selected a consensus label from prior tests. Four labels were designed, differing in brand color and nutritional information placement. In this last stage, the acceptability, preference ranking and concept of healthy were re-evaluated and eye tracking via the Pupil Lab program. Findings showed varied responses in acceptability and purchase intention among consumers. However, significant differences were observed in preferences and healthiness perceptions based on label characteristics. The label with the highest preference and perceived healthiness featured a sky-blue design with nutritional information on the right side. Combining sensory testing and eye tracking offers valuable insights for designing labels that positively impact consumer perception. The results provide important implications for bottled water manufacturers and marketers in developing effective labeling strategies to meet consumer preferences and promote healthier choices.

Examining drivers of NFT purchase intention: The impact of perceived scarcity and risk.

The emergence of non-fungible tokens (NFTs) has elicited both excitement and apprehension among consumers, who find themselves influenced by the perceived scarcity and the perceived risks surrounding these novel digital assets. This study investigates the factors influencing consumer adoption of NFTs by integrating the concepts of perceived scarcity and perceived risks within the theoretical framework of the Theory of Planned Behavior (TPB). Employing structural equation modeling, the research evaluates the impact of perceived scarcity, perceived ease of use, attitudes, subjective norms, perceived behavioral control, and perceived risk on NFT purchase intentions. The findings reveal that perceived scarcity and perceived ease of use significantly positively affect consumers' intentions to purchase NFTs. Conversely, perceived risk exerts a negative effect on purchase intentions. Additionally, the study demonstrates that attitudes, subjective norms, and perceived behavioral control positively affect NFT purchase intentions. This study provides a behavioral roadmap for navigating the complex love-hate relationship consumers have with NFTs, shedding light on the factors that motivate individuals to embrace or avoid these digital collectibles.

Humor and the willingness to buy healthy food posted on Instagram.

Humorous messages (not derogatory jokes) related to obesity seem to be retweeted frequently. Potentially, such humor could be included in viral public health campaigns to combat obesity, but would jokes actually increase the likelihood of purchasing healthy foods advertised on social media? 411 participants were asked to test two soon-to-be-introduced features (e.g., repost button) in Instagram on their phones. Participants scrolled through a series of posts about various topics ranging from architecture to beauty products. A healthy food post, preceded by one of four joke types (two containing the word "fat"), was embedded at the top, middle or bottom position of the Instagram page. After participants scrolled through the page, perhaps reposting some posts, they were presented with the healthy food product featured in the post and were asked to indicate a purchase probability (0-100), as well as whether they recognized the food product from the post (yes/no). At the end of the study, the individual jokes were rated as "funny/not funny" and "positive/negative". If the food product was recognized, the joke type played a role. In particular, jokes containing the word "fat" had a negative effect on the purchase probability. However, if the food product was not recognized, only its position on the page mattered. The purchase probability was highest if the product was placed at the top. Social media, criticized for promoting unhealthy food consumption, especially among children, can therefore also be used to address issues such as the global obesity epidemic.

Navigating Purchase Intentions: The Influence of Reviewers' Comments Moderated by Risk and Trust.

Despite previous research on the impact of social media reviews on purchase intention, it is still unclear how individual reviewers' comments impact purchase intentions. To fill in the gap, this study examines the impact of product-related comments on purchase intentions. In terms of contributions, this study evaluates people's dependence on social media for product information and purchase intention while considering risk and trust as moderating factors. The data were collected quantitatively using surveys. The sample consisted of 384 academically advanced adults with high social media engagement. The study hypotheses were tested using the PROCESS macro after exploratory and confirmatory factor analysis, and correlation analysis were conducted. Among those surveyed, it was confirmed that most people sought product-related comments on social media when seeking information about a product they might be interested in purchasing. It was also observed that the risk factor reduced the impact of other variables in the model presented in this study. In conclusion, this investigation is more reliable, and its outcomes benefit scholars, supervisors, merchants, and webmasters, for instance, in establishing a study for future research efforts and providing practical guidance that could boost promotional efforts and marketing activities, especially in this era of artificial intelligence.

AI Meets the Shopper: Psychosocial Factors in Ease of Use and Their Effect on E-Commerce Purchase Intention.

The evolution of e-retail and the contribution of artificial intelligence in improving algorithms for greater customer engagement highlight the potential of these technologies to develop e-commerce further, making it more accessible and personalized to meet individual needs. This study aims to explore the psychosocial factors (subjective norms; faith; consciousness; perceived control) that affect AI-enabled ease of use and their impact on purchase intention in online retail. We will also assess the mediating effect of AI-enabled ease of use between psychosocial factors and consumer purchase intention. A quantitative methodology was used, and 1438 responses were collected from Portuguese consumers on e-retail. Structural equation modeling was used for the statistical treatment. The findings indicate that subjective norms do not positively impact AI-enabled ease of use, whereas factors such as faith, consciousness, and perceived control do enhance it. Furthermore, AI-enabled ease of use itself boosts purchase intention. Additionally, the effects of subjective norms, faith, consciousness, and perceived control on purchase intention are significantly enhanced when mediated by AI-enabled ease of use, highlighting the crucial role of usability in shaping consumer purchase behavior. The contribution of this study has been made through the formulation model that provides a systematized perspective about the influencers of purchase intentions and extends the knowledge about the impact of artificial intelligence in e-retail. Furthermore, this study offers insights into the impact of artificial intelligence in e-commerce-artificial intelligence directly affects purchase intentions and plays an important mediator role in the interaction mechanisms between psychosocial factors and purchase intentions.

The relationships between the multidimensional planned behavior model, green brand awareness, green marketing activities, and purchase intention.

INTRODUCTION: This study investigates the determinants impacting consumer purchasing behavior. METHODS: Utilizing multidimensional planned behavior theory alongside measures of brand awareness and green brand awareness, this study examines the mediating role of multidimensional planned behavior theory. Empirical data were gathered through a survey conducted among Generation Z university students, yielding 638 responses. Analysis was performed on 590 valid responses. RESULTS: Findings indicate that green marketing initiatives and green brand awareness positively influence consumers' purchase intentions. Subdimensions of the theory of planned behavior (TPB), namely, attitude, subjective norms, and perceived behavioral control, serve to strengthen these relationships and mediate the interaction process. CONCLUSION: This study contributes novel insights to the burgeoning field of green marketing literature, offering a structural model for firms and policymakers. It suggests that companies can effectively engage in informal consumer education through green marketing efforts, thereby influencing consumers' purchasing decisions via planned behavior. Moreover, such activities foster an increase in consumers' green brand awareness, providing companies with an opportunity to promote conscious consumer behavior. The study's utilization of the TPB is both timely and original, particularly in its alignment with the United Nations 2030 Sustainable Development Goals.

Impact of perceived value in virtual brand communities on purchase intention of domestic electric vehicles.

The consumption value seems to be insufficient to explain consumers' domestic electric vehicle purchase behaviour, especially in a highly competitive global environment. This study aims to investigate how consumer ethnocentrism and perceived interactivity influence consumption value and pro-environmental value, subsequently affecting attitude and intention. A total of 353 valid questionnaires were collected through convenience sampling in Xuzhou, China, and the partial least square (PLS) path modelling approach was performed to test the hypotheses. The results show that consumer ethnocentrism and perceived interactivity positively influence function value, emotional value, and social value; perceived interactivity also positively influences altruistic value, biospheric value, and collectivistic value. Function value, social value, and collectivistic value positively influence attitude; however, emotional value, altruistic value and biospheric value did not find a correlation with attitude. Furthermore, attitude positively influences intention to adopt domestic electric vehicles. Finally, the theoretical and practical implications, as well as limitations were discussed accordingly.

Comparison of Vegetarian Sausages: Proximal Composition, Instrumental Texture, Rapid Descriptive Sensory Method and Overall Consumer Liking.

The aim of the present research was to determine if the developed ovo-vegetarian sausage (SO), which was made with 15% chickpea flour, 51% albumin and 34% soy protein concentrate, exhibited improved physicochemical and sensory characteristics compared to vegetarian sausages available on the local market (classic vegan sausage, SC; vegan fine herb sausage, SH; and quinoa sausage, SQ). According to the physicochemical results, the developed sample, SO, presented significant differences (p < 0.05) compared to the others, including higher protein content, lower pH and a higher a* value. Three types of sensory analyses were conducted-flash profile, overall liking and purchase intention (to determine consumers' willingness to purchase the product)-with the first involving 15 consumers and the second and third involving 60 participants each. Descriptors for each sample were determined using the vocabulary provided by consumers in the flash profile analysis. Descriptors for SO included 'elastic', 'smell of cooked corn', 'characteristic flavor', 'pasty', 'soft' and 'pastel color', contributing to its greater overall liking and purchase intention compared to the others. Through the hierarchical multiple factor analysis, a positive correlation was observed between the texture and sensory descriptors of the flash profile. Conversely, a correlation was found between the physicochemical characteristics (pH, aw, color) and overall liking and purchase intention.

Exploring online consumer behavior on fraudulent energy-saving products.

Purchasing energy-saving products is key for public participation in energy conservation and sustainable development. However, the sale of fraudulent energy-saving products has boomed through online shopping, with little research on these products and consumer demands. This study explored the underlying factors driving consumer purchases of fraudulent energy-saving products and measured their impact on environmental awareness. Sales data for such products from four major online shopping platforms were collected. Results suggested unique demand characteristics from consumers who unknowingly purchase fraudulent energy-saving products, referred to as "hidden energy savers", including a preference for moderately priced products, a desire for straightforward energy-saving explanations, and a tendency to seek multiple additional features, even if they conflict with the core functionality. Perceived installation and usage difficulty significantly influences purchasing behavior. A practical survey of freight companies and individual transporters' demand for freight energy-saving products was conducted as a case study to validate the practical application of this research. This study presents a novel perspective on public energy-saving behavior, aiding in creating true energy-saving products, boosting public energy conservation interest, and reducing the negative impact of fraudulent products on environmental awareness. It also sheds light on hidden consumer needs, guiding the development of authentic energy-saving products.

Exploring consumer responses to official endorsement: roles of credibility and attractiveness attributes in live streaming.

Introduction: Official endorsement, distinct from celebrity, expertise, and peer endorsement, introduces a new paradigm where local government officials use online platforms, particularly live streaming, to promote local products and brands. Methods: This study examines the influence of official endorsement on consumer responses using the source credibility and source attractiveness models. We developed a framework that considers official credibility and attractiveness attributes as antecedents, and consumer perceived security and enjoyment as mediators, affecting purchase intention and local brand awareness. The study also incorporates variables such as consumer region and power distance belief. Results: Data from 594 responses obtained through an online survey were analyzed using structural equation modeling. The results indicate that official credibility attributes (expertise, trustworthiness, government credibility) enhances consumer perceived security, while official attractiveness attributes (physical attractiveness, interaction friendliness, and similarity with consumers) increases consumer enjoyment. Both perceived security and enjoyment positively influence purchase intention and local brand awareness. These relationships are partially moderated by consumer region and power distance belief. Discussion: This research pioneers the study of official endorsements, expanding the endorsement literature. It also provides practical insights for marketing professionals and government officials on leveraging official endorsements to enhance the value of local products and brands..

Green Consumer Profiling and Online Shopping of Imperfect Foods: Extending UTAUT with Web-Based Label Quality for Misshapen Organic Produce.

Misshapen organic vegetables in the food supply chain can easily be discarded in the market if they do not meet aesthetic standards. E-commerce technology enables the distribution of imperfect organic produce from farmers to potential customers, mitigating agri-food waste issues. Green consumers are prospective customers of imperfect produce because their purchasing decisions are made based on sustainability and environmental considerations. However, each individual's degree of green consumption differs, impacting their preferences and behaviors toward green buying activity. Considering the gap between the varying levels of green consumers and their intention to purchase imperfect organic produce through e-commerce, this study aimed to profile three distinct green consumers and explore factors affecting their Online Green Purchase Intention (OGPI) for imperfect organic vegetables. The Unified Theory of Acceptance and Use of Technology (UTAUT) was applied in this study, and Web-Based Label Quality (WLQ) was introduced as an extended construct to describe green consumers' perceptions of the credibility and reliability of labels or product-related information displayed on e-commerce platforms. This study involved 668 internet users from environmental platforms and online communities of organic food enthusiasts. First, the consumers were classified into dark-green, semi/light green, and non-green using a cluster analysis approach. Then, Structural Equation Modeling (SEM) and Multi-Group Analysis (MGA) were employed to determine the factors affecting OGPI among green consumer groups. This research found that Performance Expectancy (PE), Social Influence (SI), and WLQ positively influenced dark-green consumers' online green purchase intention. Only Performance Expectancy (PE) positively affected semi/light-green consumers' OGPI. Meanwhile, the Facilitating Condition (FC) positively affected non-green consumers' online green purchase intentions. This research revealed dark-green consumers as the target segment, broadening customers' perspectives on accepting imperfect organic products, including e-commerce technology. Moreover, the research results can be utilized for marketing and business purposes and contribute to food policy.

Factors affecting purchase intention of organic food products: Evidence from a developing nation context.

The organic food industry has experienced rapid growth in recent decades. The industry is relatively new to developing countries compared to developed countries. Since Iran has the potential to produce organic products, it is essential to study factors that influence consumers' intention to buy them. The present study was designed and implemented for this purpose. In this cross-sectional study, 520 adults were selected using multistage sampling. Path analysis was employed to test a hypothesized model of predictors of consumer purchase intention for organic food. Attitude, environmental concern, and sensory characteristics directly impacted the intention to purchase organic food (p < .01). Knowledge, perceived price, and household size indirectly affected purchase intention through attitude (p < .01). Age indirectly affected purchase intention through health consciousness, environmental concern, perceived price, and sensory characteristics (p < .01). Subjective norms, health consciousness, and the perceived convenience of purchase had a positive and significant effect on purchase intention, directly and indirectly, through the mediating influence of attitude (p = .000). The educational level also affects purchase intention directly and indirectly through knowledge, health consciousness, environmental concern, and subjective norm (p = .000). The most potent total effects belonged to health consciousness, subjective norms, and education, respectively. Overall, the model could explain 47% of the intention variance and 45% of the variance in attitude. Various factors influence Iranian consumers' decision to buy organic food. This information can help professionals make well-informed decisions in policymaking, production, marketing, tourism, and retailing.

Examining the relationship between pro-environmental consumption behaviour and hedonic and eudaimonic motivation.

The present study examines the factors that influence the adoption of environmentally friendly products and environmentally conscious consumption by individuals. The conceptual framework incorporates environmental knowledge, perceived behavioral control, environmental concern, and perceived consumer efficacy in order to highlight the factors that contribute to environmental consciousness. Incorporating the theories of reasoned action and planned behavior, 479 participants completed structured questionnaires as part of this study. The study examined the mediating effects of hedonic and eudaimonic perspectives, in addition to the moderating effects of age and consumer attributes. Structural Equation Modeling Artificial Neural Networks (SEM ANN) were utilized for validation. Findings confirm the substantial influence of predictors from the Theory of Planned Behavior on hedonic motivation, amplifying cognitive rational processes and ultimately resulting in satisfaction and repeat product purchases. Individuals are driven by eudaimonic motivations to take part in sustainable actions, even if they have limited environmental knowledge. This reflects their deeper values of fulfillment and social responsibility. Generation Z and millennials have unique motivations that influence their decision to purchase green products. Regular buyers' hedonic motivations have a significant impact on their purchase intentions, whereas eudaimonic motivations consistently influence purchase decisions regardless of the type of buyer. The findings of the study offer significant insights for marketers of environmentally friendly products, enabling them to comprehend the aspects that impact pro-environmental considerations and successfully establish their green products as a brand.

The Effects of Live Streamer's Facial Attractiveness and Product Type on Consumer Purchase Intention: An Exploratory Study with Eye Tracking Technology.

As a booming branch of online retailing, live-streaming e-commerce can present abundant information dimensions and diverse forms of expression. Live-streaming e-commerce has enabled online retailers to interact with customers face-to-face, resulting in widespread instances of emotional and impulse buying behavior. Prior research in live-streaming e-commerce has suggested that live streamers' characteristics, especially the live streamer's face, can affect customers' purchase intentions. The present research used questionnaire surveys and an eye tracking experiment to investigate the impact of live streamer's facial attractiveness on consumer purchase intention for search-based and experience-based products. The questionnaire survey analyzed 309 valid questionnaires and revealed that attractive faces are the key influencing factor driving consumers' impulse purchase intentions. Moreover, consumers' emotional experience plays a partial mediating role in the process of live streamers' faces influencing purchase intention. The eye tracking experiment further explored the mechanism of a live streamer's facial attractiveness on consumers' purchase intentions of search-based products and experience-based products from the perspective of visual attention by analyzing 64 valid sets of data. The results showed that attractive faces attract more consumers' attention and, therefore, increase their purchase intention. Furthermore, there is a significant interaction between product type, the live streamer's facial attractiveness, and consumers' purchase intentions. In the case of unattractive live streamers, consumers are more likely to buy search-based products than experience-based products, while the purchase intention does not vary between search-based products and experience-based products in the case of attractive live streamers. The present study provides evidence for 'beauty premium' in live-streaming e-commerce and sheds light on the design of the match between live streamers and different types of products.

The study of female college students' consumer psychology mechanism toward male celebrity endorsed products: Tempted or coerced?

The trend of male celebrities endorsing female products is increasing. However, research is lacking on whether this influence is due to the positive emotions generated by the male celebrity's attractiveness or the peer pressure due to mass purchases by the celebrity's fans, and how these effects differ across products with different attributes. This study aims to fill the gap in the existing literature by investigating the influence of male endorsers on female consumers purchase intention, and to deepen the understanding of the mechanisms by which attractiveness and conformity jointly influence purchase decisions. This study used a mixed-design text experiment to investigate the impact of male endorsers' attractiveness and conformity on female college students' positive product attitude and purchase intention for gender-neutral product, female skincare product, and female intimate product, based on the Theory of Planned Behaviour (TPB). The data collected from 456 female college students were analyzed using bootstrap analysis. The study found that both male endorsers' attractiveness and conformity can enhance female college students' positive product attitude and promote their purchase intention for gender-neutral product. However, for female skincare product, male endorsers' attractiveness affects their positive product attitude and purchase intention. Nevertheless, when conformity was present, attractiveness no longer had an effect. Furthermore, for individuals with high levels of loneliness, attractiveness had a detrimental effect on their positive product attitude. On the other hand, conformity had a positive effect by promoting positive product attitude and increasing purchase intention. For female's intimate product, attractiveness did not affect positive product attitude and purchase intention, but the positive effect of conformity remained significant, and both relationships were not moderated by loneliness. It enhances our comprehension of the intricate dynamics underlying the influence of male celebrity endorsements on consumer purchasing decisions, and also offers theoretical justification for the selection of male endorsers for diverse female product.

The effects of live streamer's expertise and entertainment on the viewers' purchase and follow intentions.

This study explores the impact of two characteristics of streamers-expertise and entertainment-on viewers' purchase intention and follow intention in live-streaming e-commerce, with a specific focus on viewers' trust and flow experience as two mediators and viewers' optimal stimulation level as a moderator. We implemented a methodological approach where participants were randomly directed to enter a live broadcast room and watch a 10-min live session before engaging in a structured questionnaire. 399 valid questionnaires were collected from the participants. These 399 valid questionnaires were subsequently utilized to validate the research model using structural equation modeling (SEM). The results suggest that streamer expertise and entertainment enhance viewers' trust and flow experience, which then leads to an increase in their intention to make a purchase and continue following the streamer. Furthermore, the viewers' optimal stimulation level acts as a moderator in the connections between streamer characteristics and viewers' trust and flow experience, suggesting that individual differences among consumers affect how they respond to streamer characteristics. From the dual perspectives of the streamer and the viewer, this study provides a more comprehensive theoretical perspective on customer behavior in live streaming commerce by not only focusing on consumers' short-term, transactional behavior inclinations but also long-term, relational behavior intentions.

Purchase intentions for cultural heritage products in E-commerce live streaming: An ABC attitude theory analysis.

With the increasing popularity of e-commerce live streaming, understanding purchase intentions for cultural heritage products in this context is crucial, prompting the analysis based on the ABC attitude theory. This study investigates how creative products of intangible cultural heritage influence consumers' purchase intentions within the framework of e-commerce live streaming. It further explores the mediating influence of consumer satisfaction in this association, utilizing the ABC attitude theory. The research design encompasses dimensions related to creative products of intangible cultural heritage, e-customer satisfaction, and purchase intention. Confirmatory factor analysis and Structural Equation Modeling (SEM) are utilized to examine the research hypotheses. The study reveals that perceived product quality, perceived interactivity, and professionalism among streamer factors, as well as perceived entertainment among scene factors, positively influence consumer satisfaction. Additionally, intangible cultural heritage has a positive effect on consumers' purchase intention toward creative products of intangible cultural heritage. Furthermore, consumer satisfaction serves as a mediating factor in the relationship between perceived product quality, perceived professionalism and interactivity, perceived entertainment, and consumers' purchase intention. This study is limited to creative products of intangible cultural heritage and involved a relatively small sample size. Moreover, certain perceptual dimensions of e-commerce live streaming were excluded from the analysis. Originality/value - This study contributes to the existing literature on the ABC theory by developing a model that examines consumer satisfaction and purchase intention. The model employed in this study integrates perceptual dimensions pertaining to creative products of intangible cultural heritage within the framework of e-commerce live streaming, utilizing the ABC theory. Additionally, this research contributes to addressing a gap in the existing literature by specifically focusing on the category of creative products of intangible cultural heritage within the broader discourse on dimensions in e-commerce live streaming. Thus, this study presents numerous diverse perspectives that can serve as a basis for further research into the integration of e-commerce live streaming and cultural and creative products associated with intangible cultural heritage.

Dataset of concerns for privacy information practices and consumer behavior in online market: A survey in Vietnam.

This dataset presents survey results on concerns for consumer privacy information practises in business, online trust; and purchase intention in the online marketplace in Vietnam. The raw data was collected via an online questionnaire of 467 respondents aged 18 and over recruited randomly. The survey included questions on demographic attributes as well as ratings and rankings for various statements related to privacy information concerns, such as Collection, Unauthorized secondary use (internal), Improper Access, Error; consumer online trust; and purchase intention when shopping online. The de-identified dataset is available in CSV format, including the question/statement text, collection method details, and coded response values. This novel dataset further investigates the impact of privacy information concerns on consumer behaviors in an emergent Southeast Asian e-commerce market. As one of the first collections of empirical data focused distinctly on perspectives within Vietnam, this dataset has high reuse potential for research on information privacy attitudes, responses, and needs within the country and in comparison to regional/global trends.