The impact of Fear of Identity Theft and Brand Trust on the adoption of Apple Pay and Samsung Pay among gen Z customers in Vietnam

Abstract

This study aims to evaluate the effects of fear of identity theft and brand trust on the intention to use Apple Pay and Samsung Pay among Gen Z customers in Vietnam. Research data was collected through an online survey for Gen Z users. The analysis reveals several key findings: (i) both concerns about security and privacy and fear of identity theft positively influence brand trust; (ii) fear of identity theft has positive impact on concerns about security and privacy; (iii) social influence positively impacts brand trust; (iv) concerns about security and privacy negatively affect the intention to use Apple Pay and Samsung Pay, while brand trust positively influences this intention. Based on the research findings, the research team proposes several recommendations for developers and policymakers to enhance the adoption of near-field communication (NFC) payments among Vietnamese Gen Z users, such as intensifying communication efforts, refining relevant institutional frameworks, and enhancing security measures.