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

• Main Authors: Ngoc, Luu Thi Minh, Nhung, Nguyen Thi Trang, Mai, Nguyen Phuong, Quy, Dao Phu
• Format: Article
• Language: English
• Published: H. : ĐHQGHN 2020
• Subjects: Perceived usefulness; Social network; Retail trade; TAM; Vietnam
• Online Access: http://repository.vnu.edu.vn/handle/VNU_123/89341; https://doi.org/10.25073/2588-1108/vnueab.4289
• Institution: Vietnam National University, Hanoi

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...