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

  •  Thi Huong Lan Ho    
  •  Yizeng Chen    


Because of online shopping characterized by facelessness and intangibility, consumers are often reluctant toengage in any forms of online transactions (Grabner-Kräuter & Kaluscha, 2003). Accordingly, trust has played asignificant role and been considered as a consumers’ essential condition to engage in E-commerce. The keyobjective of this study is to examine the role of trust in Vietnamese consumers’ intention to use online shoppingthrough empirically testing the integrated model of trust perspectives which are technology beliefs, trustingbeliefs (consumers’ trust in online shopping) and subjective norm beliefs. The result of this study indicates that64.2% variance of consumers’ intention to use online shopping is explained by technology beliefs, trustingbeliefs and subjective norm beliefs among which, technology beliefs (typically is perceived usefulness) is thestrongest 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 toshop online. The findings of this study are noteworthy for both researchers and practitioners because of itscontribution to theoretical and empirical perspectives.

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