tailieunhanh - 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 is used as the primary research framework to analyze the factors affecting Vietnamese consumers’ trust when purchasing goods through Social Networks | VNU Journal of Science Economics and Business Vol. 36 No. 2 2020 26-38 Original Article Impacts of Social Networks on Consumers Trust and Behavior in the Vietnamese Retail Sector Luu Thi Minh Ngoc1 Nguyen Thi Trang Nhung2 Nguyen Phuong Mai3 Dao Phu Quy1 1 VNU University of Economics and Business Vietnam National University Hanoi 144 Xuan Thuy Cau Giay Hanoi Vietnam 2 Faculty of Business Administration Hanoi University of Industry 298 Cau Dien Bac Tu Liem Hanoi Vietnam 3 International School Vietnam National University Hanoi 144 Xuan Thuy Cau Giay Hanoi Vietnam Received 5 November 2019 Revised 06 March 2020 Accepted 06 March 2020 Abstract 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. Keywords Perceived usefulness social network retail trade TAM trust Vietnam. 1. Introduction million people has been involved in online shopping with annual purchases worth 350 per According to the E-commerce Report 2017 head. The total revenue of B2C online sales issued by the Vietnam E-commerce and reached 10 billion in 2016 accounting for 5 Information Technology Agency 30 of of the country s total revenues of goods and Vietnam s population approximately 27 services. This figure seems quite high but still _______ disproportionate with the .