FACTORS AFFECTING INTENTION TO PROTECT PERSONAL DATA ON CYBERSPACE OF STUDENT

The rapid growth of information technology and online applications has made users increasingly dependent on internet-based services and platforms. Consequently, personal data is now more susceptible to loss, manipulation, and unauthorized access. To explore the factors influencing users' intentions to safeguard their personal data and offer recommendations for improving data security, a study was conducted using the Theory of Planned Behavior (TPB) and the Information Security Assurance model. The research model was tested with data from 434 internet users who are student at universities of Vietnam. The results showed that Risk Perception (0.318) had the greatest influence on users' intentions to protect their data, followed by Perceived Behavioral Control (0.284), User Attitude (0.264), and Subjective Norms (0.254), all of which were positively correlated with users' intentions. These findings highlight the importance of risk awareness, behavioral control, and individual attitudes in shaping personal data security practices online. This understanding helps internet users become more aware of privacy issues, contributing to the development of a culture that emphasizes personal data protection within the online community and raising individual responsibility for safeguarding their own data and that of others.