| Summary: | 碩士 === 南臺科技大學 === 商管專業學院 === 107 === During the last few decades, Internet has gradually become a popular channel for shopping and is adding tremendous value to the retailing world. E-commerce sector in Vietnam is growing strongly as the most popular online shopping platform. However, the rocket of online shopping has also brought many consequences. Among E-commerce’s risks, privacy concerns should be given more attention. The aim of this study is to identify the path privacy concern affects customer’s online purchase intention. A research model was developed by applying innovation resistance theory and the theory of planned behavior. An online survey will be sent to 220 Vietnamese respondent and the collected data will be solved by Partial Least Squares Structural Equation Modeling (PLS- SEM). The results will show the gap between proposed hypotheses, overall validation of the research model with reality. Based on the results, researchers gave some implications and further research suggestions. The results revealed that privacy concerns negatively influence purchase intention. The results provided some suggestions for online store owners or e-marketers to understand customers’ perceptions of online shopping’s risk and benefit, to manage website’s privacy to enhance online security.
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