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The personalization–privacy paradox in social commerce: Why privacy concern does not deter willingness to be profiled on Tiktok shop
Purpose – This study examines how online personalization, technical protection, and privacy awareness are associated with privacy concern, customer trust, and willingness to be profiled online for personalization among TikTok Shop users in Vietnam. Integrating Privacy Calculus Theory (PCT) and the Stimulus–Organism–Res...