Effects of Cultural Factors at the Individual Level on Online Privacy Among Vietnamese University Students: An Empirical Study Using a PLS-SEM Approach

The research investigates how Hofstede's cultural dimensions at the individual level influence online privacy among Vietnamese university students. The previous research findings, APCO model, Hofstede's theory of cultural dimensions and the protection motivation theory were adopted to conduct the study hypotheses. Data from a sample of 386 students at a private university in Hanoi was analysed with the Partial Least Squares-Structural Equation Modeling (PLS-SEM). Findings show that collectivism, long-term orientation and uncertainty avoidance had a positive impact on privacy concern but they did not directly influence privacy behavior. Instead, they could affect privacy behavior through privacy concern. Masculinity had no significant impact on both privacy concern and privacy behavior. Power distance positively influenced privacy behavior, but it did not have any effects on privacy concern. Regarding the relationship between privacy concern and privacy behavior, the findings suggest a potential two-way connection between privacy concern and behavior, requiring longitudinal research to examine it thoroughly.