The customers’ perception of privacy in the retail industry when adopting digital transformation

In the current 4.0 context, digital transformation is a particularly necessary thing for retail businesses in particular or most businesses in general. That’s why a sense of privacy is so important to retailers. This paper focuses on the factors affecting the privacy perception of customers in the digital transformation period in Ho Chi Minh City. 452 Ho Chi Minh City people who have experience with the digital revolution participated in quantitative research to evaluate and examine this correlation. The results of the study show that privacy impression is influenced by privacy worries, retailer vs. consumer advantage, privacy-intrusive experience, and retailer credibility. The association between customer benefit and privacy perception and between technology hedonism and privacy perception is unaffected by the role of store trustworthiness moderators.