Journal Article10.47191/ijmei/v9i11.01
The Factors Impact on Online Purchase Intention: Evidence from Intermediate Role of Customers' Trust
Le Thi Hai Ha,Luc Manh Hien,Pham Thi Thuy Van +2 more
TL;DR: Trust factors, perceived reputation, and perceived scale positively impact online purchase intention in Hanoi. Customer trust plays an intermediate role in the relationship between perceived reputation and online purchase intention.
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Abstract: This study examines the influence of trust factors, perceived scale, perceived reputation, and perceived risk in the online purchasing intentions of consumers in Hanoi. The quantitative method used in the research is based on a survey of 200 consumers in Hanoi. PLS-SEM analysis results show that the customer trust factor has a direct relationship with the online purchasing intention of consumers in Hanoi; Perceived reputation has a negative impact on the online purchasing intention of consumers in Hanoi but has no relationship with customer trust. The factors of perceived reputation and scale positively correlate with customer trust and consumers' online purchase intention in Hanoi. Besides, the result also demonstrated the intermediate role of customers' trust in the relationship of perceived reputation, perceived scale, and online purchase intention. However, this result cannot find the indirect link between Perceived Risk and Online purchase intention through the customers' trust. The theory discussion and managerial implications are also included in this study.
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References
Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model
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Consumer patronage and risk perceptions in Internet shopping
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TL;DR: In this paper, the authors examined the nature of perceived risks associated with Internet shopping and the relationship between types of risk perceived by Internet shoppers and their online patronage behaviors within a perceived risk theoretical framework.
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