Factors influencing the trust of young customers while using e-commerce websites

Abstract

Internet shopping is now enjoying its prevalence and rapid development in Vietnam. One of factors could be high barrier for this development is consumers’ trust. Lack of trust on websites is a primary reason why many web users do not shop online. This quantitative study is to identify the factors influencing consumers’ trust on websites from the perspective of youths. The proposed model, in this study, is empirically tested using a questionnaire-based field study. A survey of 325 online shoppers has been conducted. Regression analysis is used to test the hypothesis derived from the framework. The result indicates that consumers’ trust on Internet shopping is built on the high level of customers’ perception about the store and company reputation; system quality, and service quality of the website; as well as the effectiveness of third party recognition. Implications and suggestions for further studies were also provided in this study.

Keywords

• customer trust
• e-commerce
• internet marketing