Abstract

This study aimed to investigate the relationship between security, individuality, reputation on cognitive trust, perceived risk, consumer attitudes, and purchase intention of online shopping. This study extended the model of customers “online shopping intention, including from the positive impact of customer trust and the negative impact on customers” perceived risk on online sales businesses. The research method used to evaluate and test the scale and theoretical model in the study is quantitative research with sample size n = 358 through the survey to deliver questionnaires directly to subjects in Vietnam. Structural equation modeling (SEM) was employed for data analyses. The results showed that security, and reputation positively affect cognitive trust, whereas it negatively affects perceived risk. Additionally, privacy has a negatively influence cognitive trust and perceived risk. Besides, cognitive trust had a positive influence on attitudes towards online shopping, but perceived risks negatively affect attitudes towards online shopping. In addition, the attitude towards online shopping positively affected customers’ intention to purchase online. Finally, attitude as a mediator, we confirm that there exists an indirect relationship between cognitive trust, perceived risk and purchase intention, which make a considerable contribution to a better insight into consumer behavior on online shopping in Vietnam. This study gave enterprises owners’ recommendations which is understanding the nature of online transactions which are customers and enterprises interact and transact mainly through websites and interfaces, which needs to build trust and peace of mind for customers is definitely consider seriously. The results may be generalized to a limited extent.

摘要

本研究旨在调查网络购物的安全性、个性、声誉对认知信任、感知风险、消费者态度和购买意愿之间的关系。本研究扩展了客户“网上购物意向”模型，包括从客户信任的正向影响和对客户的负向影响对网络销售业务的感知风险。研究中用于评估和测试规模和理论模型的研究方法是定量研究，样本量 n = 358，通过调查直接向越南的受试者发放问卷。结构方程模型（SEM）用于数据分析。结果表明，安全和声誉对认知信任有正面影响，而对感知风险有负面影响。此外，隐私对认知信任和感知风险有负面影响。此外，认知信任对网购态度有正向影响，而感知风险对网购态度有负向影响。此外，对网购的态度正向影响客户的网购意愿。最后，作为中介的态度，我们确认认知信任、感知风险和购买意愿之间存在间接关系，这对更好地了解越南在线购物的消费者行为做出了相当大的贡献。本研究给出了企业主的建议，即理解在线交易的本质，即客户与企业主要通过网站和界面进行交互和交易，这需要为客户建立信任和安心，这绝对是认真考虑的。结果可以在有限的范围内推广。