Title:
THE IMPACT OF DEEPFAKE TECHNOLOGY ON PUBLIC TRUST IN RETAIL SYSTEMS

Authors:
Nguyen Thi Hoi and Bui Quang Truong

Abstract:
In the context of the rapid evolution of digital marketing within the retail industry, DeepFake technology poses significant challenges to consumer trust. Aiming to investigate the impact of DeepFake on public trust in digital marketing in retail systems, this study employs a Structural Equation Modeling (SEM) approach, integrating elements from the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM). Data were collected from 346 consumers to support the analysis. The findings reveal that technological infrastructure, legal frameworks, subjective perceptions, social influence, and social trust all have a positive and statistically significant impact on public trust in digital marketing. Moreover, the study confirms that consumer trust serves as a crucial mediating factor influencing purchase intention.

Keywords:
DeepFake; Public Trust; Digital Marketing; Consumer Behavior; Retail Systems.

DOI:
https://doi.org/10.37500/IJESSR.2025.8321

Date of Publication: 15-06-2025