A PRISMA-BASED SYSTEMATIC REVIEW OF FACTORS INFLUENCING CUSTOMERS’ WILLINGNESS TO SHARE PERSONAL DATA VIA CHATBOTS IN DIGITAL BANKING IN VIETNAM: DEVELOPING AN INTEGRATED STIMULUSORGANISM-RESPONSE FRAMEWORK

Abstract

Employing a PRISMA-guided systematic review, this study develops an integrated StimulusOrganism-Response (S-O-R) framework that incorporates the Technology Acceptance Model (TAM), the Theory of Planned Behavior (TPB), and privacy calculus theory to elucidate Vietnamese customers’ willingness to share personal data via digital banking chatbots. The proposed framework integrates stimuli (policies, service quality, and chatbot experience) that influence psychological states (satisfaction, trust, privacy calculus, perceived ease of use, perceived usefulness, attitude, social norms, and perceived behavioral control), ultimately shaping data-sharing behavior. This study extends the S-O-R framework by offering a multidimensional model that emphasizes the critical roles of trust, satisfaction, and social norms within Vietnam’s collectivist culture. The findings make significant theoretical contributions to the digital banking domain and offer practical implications for chatbot design, privacy policies, and communication strategies to enhance customers’ willingness to share data.