Vai trò của yếu tố ảnh hưởng xã hội trong mối quan hệ với niềm tin, thái độ, nhận thức rủi ro đến ý định mua hàng trực tuyến của người tiêu dùng tại TP. Hồ Chí Minh
DOI:
https://doi.org/10.24311/jabes/2018.29.1.1004Keywords:
Trust, Social influence, Perceived risk, Attitude, Online shopping intentionAbstract
This research examines the relationships among social influence, trust, and perceived risk and their effects on attitude and online shopping (OnS) intention of consumers in Ho Chi Minh City. These relationships are confirmed with 337 clients who have previously purchased or intended online shopping in Ho Chi Minh City through direct questionnaire surveys. By using SEM to test theoretical models and hypotheses, the research results indicate that social influence positively affects trust, attitude, and online shopping intention. Trust has a tremendous positive impact on attitude and online shopping intention. Perceived risk has a significant negative impact on trust, attitude, and online shopping intention. Attitude also has a direct, quite profound positive effect on online shopping intention. Finally, according to these finding, online retailers could develop effective strategies to attract customers and further research is recommended.
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