DATA PRIVACY CONCERNS AWARENESS OF ONLINE SHOPPING CONSUMERS: A STUDY AMONG BCP BSBA STUDENTS

Abstract

This study explores the awareness of data privacy concerns among online shopping consumers, specifically Bachelor of Science in Business Administration (BSBA) students at Bestlink College of the Philippines (BCP). In the digital age, e-commerce platforms such as Lazada provide convenience but also raise significant concerns about the collection, safekeeping, and use of personal information. This study aims to assess how students perceive data privacy risks and how these perceptions relate to their online shopping behaviors. This research utilizes a quantitative descriptive design to examine how variables such as age, gender, year level, socioeconomic status, and frequency of online purchases influence students’ awareness of data privacy. A total of 200 BSBA students, ranging from first to fourth year, serve as respondents. Data collection is conducted using a structured survey questionnaire that applies a Likert scale to assess attitudes and perceptions regarding data privacy. The findings of the study are expected to reveal varying levels of data privacy awareness based on consumer profiles. Specific attention is given to practices related to data gathering, safekeeping, and utilization. The results aim to illustrate how differences in awareness influence consumer trust, willingness to transact online, and purchase behavior within digital platforms. Based on the findings, the study proposes a program for e-commerce platforms aimed at enhancing data privacy practices and addressing consumer concerns. These recommendations align with the provisions of the Data Privacy Act of 2012. This research highlights the importance of fostering data privacy awareness among future business professionals, emphasizing its role in strengthening consumer trust and ensuring responsible participation in the digital marketplace.