Measuring Trusts And The Effects On The Consumers’ Buying Behavior

• 발행기관: 한국유통과학회
• 저자명: Nguyen Binh Minh LE Thi Phuong Thao HOANG
• 간행물 정보: 『유통과학연구(JDS)』제18권 제3호, 5~14쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2020.03.30

영문 초록

Purpose: Trust plays an important role in e-commerce because consumers perceive more risk involved with this type of shopping than traditional way of shopping. Trust is defined as complex and multidimensional issue. This paper argues that trust should be considered to have two important components as trust belief and trust intention, in which trust belief has three components as competence, integrity and benevolence. Research design, data and methodology: This study examines the relationship between retailer website quality (web design, navigation, information), reputation and risk toward trust. In addition, trust and risk toward buying behavior are also considered, leading to customer satisfaction. The paper is conducted on a sample of 594 customers with direct experience of online shopping in Vietnam. Both confirmatory factor analysis (CFA) and a structural equation model (SEM) were utilised. Results: Empirical findings from this paper indicate that trust is high order construct. Website quality and reputation have positive impacts on customers‘ trust. Trust has a positive relationship to buying behavior and customers‘ satisfaction while perceived risk has negative relationship to buying behavior. In contrast, a relationship between perceived risk and trust is not supported in this study. Conclusions: Improving reputation and website quality (especially information) may increase customers‘ trust and eventually lead to purchase decision.

목차

1. Introduction

2. Literature review

3. Research method

4. Results and discussions

5. Conclusions

References

키워드

Initial Trust Trust Belief Online Shopping E-Retailer Buying Behavior