DOI: 10.14457/tu.the.2020.361
title: Key factors of Thai generation Z decide to share data to Shopee and Lazada

description: There were approximately 52 million Thai internet users in 2020, increased by a million from 2019. Moreover, such internet users spent 90% of their time discovering product and service via mobile internet. Each e-commerce competitively brought in huge investment to become a market leader in Thailand, including Lazada and Shopee. The first objective of the rocket starts up is to recruit new users on its platform with promotion code, lower price, and seamless experiences. However, in order for e-commerce platforms to successfully recruit new accounts, customers had to accept the risk of giving their personal information to such platforms at registration. The risk of personal information is defined as the risk that the platform might give or sell such personal information to a third party for marketing purposes such as building firm-customer relationships to retargeted marketing e-mail. The theme of this study is a contemporary topic in applied marketing, focusing on the area of technology. There are two main objectives of this study: (1) to identify characteristics, behaviors, and psychographics of Generation Z sharing personal information to Shopee and Lazada (including (a) to explore the characteristics, behavior and attitude of Generation Z deciding to share personal information with Shopee and Lazada, and (b) to explore the characteristics and attitude of Generation Z’s limitation to share personal information with both platforms), and (2) to identify the segment from Generation Z consumer psychology and behaviors value of willingness to share personal information for rewards. The study draws on the literature review which defines the personal information, Generation Z characteristics and rewards from customer perspective to design the study. Moreover, the study was applied to create assumptions from attitude factors to buy on e-commerce. The theories help to construct the key research variables in the questionnaire. The research is conducted using two research designs, qualitative and quantitative research. The qualitative method approach consists of the literature review and eight in-depth interviews. The quantitative research consists of questionnaires using a sample of 212 people aged 18-25. Both in-depth interviews and questionnaires employ the convenience sampling method, described later in methodology. The analysis uses the Statistical Package for the Social Sciences (SPSS) program. The result shows that key factors influencing the willingness to share personal information is understanding to personal information risk. Thai Generation Z customer spends time on social media more than other generations. Generally, most of Thai Generation Z prefers using log-in via Gmail and phone number on Shopee and Lazada respectively. Thai Generation Z is divided into two segments of low understanding personal information risk and high understanding personal information risk. The 2 segments completely differ in their willingness to share personal information. The attitude toward Shopee and Lazada can be measured by 3 factors which are (i) trust in platform, (ii) protection of personal information, (iii) relevant promotions and research on platform’s security policy of personal information of Shopee and Lazada. There is no correlation between low understanding personal information segment and attitude to share personal information to both Shopee and Lazada because of customers’ trust in both platforms. In the other words, there is a correlation between high understanding personal information risk segment and attitude toward platform’s safe purchase and ability to protect personal information. In addition, this study can demonstrate from Lazada marketing activity that the benefit of receiving promotion overrides customers’ unwillingness to share personal information even for high understanding personal information risk segment. The reward factor reward is not related to both low and high understanding personal information risk segments. However, the high understanding personal information risk segment is more willing to share personal information, phone number, email and access to location of mobile and laptop after receiving rewards. In conclusion, Shopee and Lazada should communicate to both segments about trust in the platform regarding personal information protection and safe purchase through social media since these two segments are active and spend significant time on social media. Moreover, rewards are not factored in while Generation Z decides whether to share personal information as much as Generation Z’s trust in the platforms so the recommendation should use referral program to gain personal information for Thai Generation Z based on this research.