Determinants of Consumer Purchase Behavior in Digital and Emerging Asian Markets

Authors

  • Dr Brajendra Kumar Gupta Assistant Professor (Guest Faculty), Department of Business Administration, Maharaja Suhel Dev University, Azamgarh Author
  • Shilpi Dubey Assistant Professor, Department of Computer Applications. Chhatrapati Shahu Ji Maharaj University, Kanpur, U.P., India Author
  • Dr. Shiny C M Professor, Dept. of Management Studies, Jawaharlal College of Engineering and Technology Author
  • Prof.(Dr) Satish Chander Sharma Professor in Management & Pro Vice Chancellor, Management, Organisational Behaviour and Human Resources, Babu Banarasi Das University, Lucknow, UP Author
  • Pradeep Nambrath Assistant professor, Nehru College, Jawaharlal Business School, Bharathiar Author
  • Prof. Amol Ankush Assistant Professor, Management Marketing Indira Global School of Business, Pune, Maharashtra Author

DOI:

https://doi.org/10.69980/d4gphk80

Keywords:

Privacy information practices, Online trust, Purchase intention, Emerging Asian markets

Abstract

The rapid growth of digital commerce in emerging Asian markets has intensified concerns related to data privacy, security, and trust, which play a critical role in shaping consumer purchase behaviour. This study aims to examine the relationships among privacy information practice concerns, online trust, and consumer purchase intention in a digital and emerging Asian market context. The study adopts a quantitative, cross-sectional research design based on a secondary analysis of survey data collected from online consumers in Vietnam. Privacy information practice concerns are conceptualised as a multidimensional higher-order construct encompassing data collection, unauthorised secondary use, improper access, and errors. Covariance-based structural equation modelling (CB-SEM) is employed to test the proposed relationships and to examine the mediating role of online trust. The results indicate that privacy information practice concerns have a significant positive effect on online trust and directly influence consumer purchase intention. While online trust does not exhibit a significant direct effect on purchase intention, mediation analysis reveals that it plays a significant indirect role in translating privacy perceptions into purchase intention. These findings highlight the complex mechanisms through which privacy practices shape consumer behaviour in digital environments. This study contributes to the digital consumer behaviour literature by extending the privacy-trust-behaviour framework to an emerging Asian market and by modelling privacy concerns as a multidimensional construct. The findings offer valuable insights for researchers and practitioners seeking to understand and manage consumer behaviour in rapidly evolving digital commerce contexts.

Author Biography

  • Prof. Amol Ankush, Assistant Professor, Management Marketing Indira Global School of Business, Pune, Maharashtra

     

     

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Published

2026-03-31

Issue

Vol. 22 No. 1S (2026): The Journal of Asia Entrepreneurship and Sustainability

Section

Articles

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Determinants of Consumer Purchase Behavior in Digital and Emerging Asian Markets. (2026). Journal of Asia Entrepreneurship and Sustainability, 22(1S), 226-235. https://doi.org/10.69980/d4gphk80