The Influence of Personal Data Protection Law on Consumer Trust and Digital Marketing Effectiveness in E-Commerce Businesses in Phitsanulok Province
Keywords:
Personal Data Protection Act (PDPA), Consumer Trust, Digital Marketing, E-CommerceAbstract
This study aims to (1) examine the level of consumer awareness regarding personal data protection, (2) investigate the level of consumer trust in e-commerce businesses, (3) analyze the influence of personal data protection on consumer trust, and (4) analyze the influence of consumer trust on digital marketing effectiveness in e-commerce businesses in Phitsanulok Province. The study employed a quantitative research approach. Data were collected using a questionnaire administered to 385 consumers who had experience using e-commerce services in Phitsanulok Province. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. Multiple regression analysis was employed to examine the influence among the studied variables. The findings revealed that (1) the overall level of consumer awareness regarding personal data protection was high; (2) the overall level of consumer trust in e-commerce businesses was high; (3) personal data protection had a positive influence on consumer trust with statistical significance at the .05 level (β = 0.62); and (4) consumer trust had a positive influence on digital marketing effectiveness with statistical significance at the .05 level (β = 0.68).The results indicate that e-commerce businesses that emphasize personal data protection and transparent data management can enhance consumer trust and improve digital marketing effectiveness. Therefore, entrepreneurs should develop policies and measures for personal data protection in accordance with relevant laws and standards in order to strengthen consumer confidence and promote sustainable growth of e-commerce businesses in the digital economy.
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