Impacts of Social Networks on Consumers’ Trust and Behavior in the Vietnamese Retail Sector

The goal of the study is to analyze social networking related factors influencing consumers’ trust and intent to purchase online via social networks in the Vietnamese market. The model of social commerce adoption of Hajli (2015) is used as the primary research framework to analyze the factors affect...

全面介紹

Saved in:
書目詳細資料
Main Authors: Ngoc, Luu Thi Minh, Nhung, Nguyen Thi Trang, Mai, Nguyen Phuong, Quy, Dao Phu
格式: Article
語言:English
出版: H. : ĐHQGHN 2020
主題:
TAM
在線閱讀:http://repository.vnu.edu.vn/handle/VNU_123/89341
https://doi.org/10.25073/2588-1108/vnueab.4289
標簽: 添加標簽
沒有標簽, 成為第一個標記此記錄!
機構: Vietnam National University, Hanoi
語言: English
實物特徵
總結:The goal of the study is to analyze social networking related factors influencing consumers’ trust and intent to purchase online via social networks in the Vietnamese market. The model of social commerce adoption of Hajli (2015) is used as the primary research framework to analyze the factors affecting Vietnamese consumers’ trust when purchasing goods through Social Networks [1]. Research results through a Google Form online questionnaire survey with a sample size of 1037 consumers, identified four elements of social networks affecting consumers’ trust including forums and groups, ratings and reviews, reference groups and information security. In addition, this study also proved that perceived usefulness had both a direct and indirect impact on consumers’ online purchasing intention through trust.