DEVELOPING FAIR DATA VALUE SHARING MODELS TO ENHANCE PERSONAL DATA SOVEREIGNTY IN ELECTRONIC COMMERCE IN VIETNAM

In the context of rapid digital transformation, the protection of personal data and customer privacy has become an increasingly urgent issue in e-commerce. This article critically examines the limitations of existing security frameworks, which predominantly emphasize passive protection or regulatory compliance, and proposes a new paradigm centered around fair data value-sharing models. Building upon the theoretical foundations of personal data sovereignty and the data economy, the study designs three conceptual models that reposition consumers as active participants in the digital value chain. These models not only empower individuals to control and monetize their personal information but also offer businesses a sustainable pathway to foster trust and loyalty. By analyzing the associated benefits, costs, and technological enablers such as blockchain, smart contracts, and self-sovereign identity systems, the article provides strategic and policy recommendations to guide the transition toward a fairer and more human-centric data economy.