Vietnamese Consumers’ Intention to Use Online Shopping: The Role of Trust

Abstract

Because of online shopping characterized by facelessness and intangibility, consumers are often reluctant to engage in any forms of online transactions (Grabner-Kräuter & Kaluscha, 2003). Accordingly, trust has played a significant role and been considered as a consumers' essential condition to engage in E-commerce. The key objective of this study is to examine the role of trust in Vietnamese consumers' intention to use online shopping through empirically testing the integrated model of trust perspectives which are technology beliefs, trusting beliefs (consumers' trust in online shopping) and subjective norm beliefs. The result of this study indicates that 64.2% variance of consumers' intention to use online shopping is explained by technology beliefs, trusting beliefs and subjective norm beliefs among which, technology beliefs (typically is perceived usefulness) is the strongest influencing factor and is followed by trusting beliefs (typically is integrity of online vendor). Notably, this study also admits the role of subjective norm beliefs and their impact on Vietnamese consumers' intention to shop online. The findings of this study are noteworthy for both researchers and practitioners because of its contribution to theoretical and empirical perspectives.

Determinants of Implementation SIAPIK for Small Medium Enterprise

“…This means that other parties also have an influence on the desire of SMEs to use this system. The results of this study are consistent with research results [18], [31], and [32]. The results of this study are not consistent with research results from [33].…”

Adoption of Online Subscription Beauty Boxes

“…Thevitalpredictorsofadoptionofonlineshoppingare'perceivedeaseofuse'and'perceived usefulness' (Ho & Chen, 2014;Hernandez, Jimenez, & Martin, 2009), Social Influence (Ho & Chen,2014;Venkateshetal.,2003;Weisbergetal.,2011),HedonicMotivation (Davis,Lang,&San Diego,2014;Hsu,Chuan-ChuanLin,&Chiang,2013),choiceandvariety (Srinivasan,Anderson,& Ponnavolu,2002), Convenience(Khareetal.,2012;Wangetal.,2008),Trust(HoandChen,2014Jiang,&Jones,2014)andEnjoyment(Kimetal.,2013Hsuetal.,2012;ChenandTeng,2013).…”

Influence of Trust, Subjective Norm,and Perceived Usefulness on the Intention of Using Contraceptives with Education Level as Moderation Variables

“…This research originated from inconsistencies in the results of previous research such as the results of research conducted by Ho and Chen (2014) said there is a significant relationship between trusts to the intention to use, according to him the provider integrity factor significantly affects the intention to use online shop, while different opinions expressed by Chemingui &Lallouna (2013) states that trusts have no significant effect on the intention to use , according to him factors that affect consumer intentions is safety in use is the main one. Then a study conducted by Hasbullah et al (2016) revealed that there is a significant influence between subjective norm on online shopping intentions, the influence of colleagues and friends becomes a major factor, where they spend more time together so as to influence their motivation in behaving, but different results were found from research conducted by Handarkho (2020) which stated that subjective norm has no significant effect on ni at use, but the large number of users who influence the intention of using.…”