Factors influncing consumer's trust in the context of business-to-consumer e-commerce: A study from the perspective of students in Ho Chi Minh City
Abstract
Having many advantages that traditional shopping channels lack of, Internet shopping is now enjoying its prevalence and rapid development in Vietnam. Famous online shopping websites including muaban.net, chodientu.vn, enbac.vn, f5pro.vn, tiki.vn, lazada.vn and so on attract thousands of transactions as well as new users every day. However, there are a number of factors impeding the development of this business model in many countries as well as in Vietnam. One of those factors that were stressed in the literature is consumer‟s trust. Trust has often been identified as an important factor in Business-to-Consumer (B2C) electronic commerce. Lack of trust
in online companies is a primary reason why many web users do not shop online. In many previous researches, focus has been found in the relationship between consumer trust and its antecedents. Moreover, researchers have also established that online purchase intentions are the product of consumer trust.
The objective of this study is to identify the factors influencing consumer‟s trust in online company from the perspective of students in Ho Chi Minh City, and then to test the influence of consumer‟s trust on the purchase intention. Specifically, through the extensive literature review, this study will examine the influence of three groups of variables, including perceptions about the company (perceived size and perceived reputation), perceptions about the website quality (perceived information quality, perceived system quality, perceived service quality), and external environment (third parties recognition, legal framework), on the consumer‟ trust. The proposed model, in this study, is empirically tested using a questionnaire-based field study. The researcher has delivered the total of 350 questionnaires by face-to-face and
e-mail methods. After eliminating non-suitable responses, 325 effective samples are used.
The results indicate that consumer‟s trust in Internet shopping is built on
the high level of customers‟ perception about the company size and reputation; high
quality of information quality, system quality, and service quality of the website; as
well as the effectiveness of third party recognition. The legal framework is found to have no relationship with consumer‟s trust. In addition, consumer‟s trust is proved to have significant effect on the purchase intention. Implications and suggestions for
further studies were also provided in this study.