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Examing the Impact of Online Cosumer Trust on Purchase Intention in Vietnam
Advisor: Dr. Pi-Yun, Chen Co-Advisor: Dr. Van Huy, Le Student Name: Tran Thien Vu Student ID: 11752331 Class: SD_MBA1 THESIS PROPOSAL 1 Examing the Impact of Online Cosumer Trust on Purchase Intention in Vietnam Outlines 2 Research Design 4 1 2 3 Conclusion 5 Abstract (1/1) Keywords: 3 • • • • • • • • • • 1. Introduction 4 1. 2. 3. 4. 5. 6. 1. Introduction (1/7) 1.1 Research Background and Motivation 5 Ø • Overview of Electronic Commerce (EC) • Electronic Commerce Evolution in delopped countries such as United States, Europe, Japa Ø Electronic Commerce in Vietnam • Infrastructure, Socio-Economics, Socio-Culture, Government Policy and Regulation • Obstacles to e-commerce application in Vietnam 1. Introduction (3/7) Research Motivation 6 • and prospose solutions to Ø Personal Perspective: • I am a lecturer in department of EC, IT college so I would like to broaden my horizons in the field of EC Ø Propessional Perspective: 1. Introduction (2/7) 7 1.2 Statement of Problem Ø Trust is context-dependent and thus its detailed effects may be related to specific cultural environment. Furthermore, trust, in general, is an important factor in many social and economic actions due to its uncertainty and dependency, and a main issue in E-commerce (Gefen, 2000). However, how important trust is in the context of Vietnamese B2C E-commerce, and its impact on purchase intention is a challenging question that is necessary to investigate empirically. To answer this question is the first objective of this study 1. Introduction (4/7) 1.3 Research Purpose 8 The intent of this study was to understand the impact of cognitive-based, affective-based, personality-based, experience-based factors on the purchase intention with the mediation of trust in the context of Vietnam B2C environment. Little or no research is available in the area of trust, specifically in the e-commerce industry in Vietnam. The significance and importance of this study cannot be overstated. Due to different Vietnamese consumer behaviors from other countries, the study of trust was founded in foreign market such as Germany (Sichtmann, 2007), Taiwan (Chen and Barnes, 2007), India (Ganguly and Dash, 2009),China (Yaobin and Tao, 2007).Malaysia (Ling et al., 2010). 9 1. Introduction (6/7) 10 1.5 Research Procedure [...]... Consumer disposition to trust, reputation, privacy, security, the information quality of website, the company’s reputation strongly affects on Internet consumers’ trust Then, Internet consumers’ trust and perceived risk strongly impact on purchasing decisions Factors associated with consumer’s trust Perception about company and website quality influencing on consumer trust and then purchase intention. .. of Consumer Trust in an Internet-based Store Perceived size and reputation differently influence consumer’s trust, perception of risk and willingness to buy Lee and Turban (2001) A Trust Model for Consumer Internet Shopping Fourth antecedent of consumer trust in Internet shopping was unveiled through a theoretical model including trustworthiness of the Internet merchant, trustworthiness of the Internet... Research of Consumer's Initial Trust in Online Stores in China.Journal of Research and Practice in Information Technology, vol 39 (3) 21 Appendix Questionnaires Instruction for participants: Participants are recommended to visit an online shopping website in Vietnam for the sake of examining your trust in online company You can choose and visit a particular website that you are familiar with, regardless of. .. Relationship between Trust and Purchase Intention 15 3 Research Design A theoretical framework Hypothesis (1/1) H1: An online consumer’s trust positively affects the consumer’s intention purchase H2: A consumer’s perceived information quality positively affects the consumer’s trust H3: A consumer’s perceived privacy protection positively affects the consumer’s trust H4: A perceived security protection...1 Introduction (7/7) 1.6 Terminology • • • • • • • • • • 11 2 Literature Review 1 Trust and Online Consumer Trust • Trust • Online Consumer Trust 2 Purchase Intention 3 Information Quality 4 Perceived Privacy Protection 5 Perceived Security Protection 6 The Presence of a Third Party Seal 7 Reputation 8 Familarity 9 Disposition to Trust 12 Literature review of model of trust Authors Mayer,... by propensity of trust Sichtmann, 2007 An analysis of antecedents and consequences of trust in a corporate brand Competence and credibility as antecedents of trust and current purchase intention, purchase intention for product innovation as well as Word – Of – Mouth (WOM) behavior as consequences of trust Kim, Ferrin, and Rao (2008) A trust- based consumer decisionmaking model in electronic commerce... (2004) An Integrative Model of Consumer Trust in Internet Shopping Perceived integrity and perceived risk have a strong impact on consumer trust in Internet shopping, while perceived security control, perceived privacy control, third party recognition, and legal framework have not significant influence on consumer trust The relationships between all of independent variables and consumer trust is significantly... Third-Party Recognition (Lee and Turban, 2001) (A Trust Model for Consumer Internet Shopping) There are many reputable third-party certification bodies for assuring the trustworthiness of Internet merchants I think third-party recognition bodies are doing a good job Existing third-party recognition bodies are adequate for the protection of Internet shoppers’ interest Online Consumer Trust (Gefen, 2000,... Developing Countries International Business & Economics Research Journal, vol.1(4) Ganguly, B and Dash, S.B (2009) Website Characteristics, Trust and Purchase Intention in online stores: An empirical study in Indian context Journal of Information Science and Technology, vol 6(2) Gefen, D., and Straub, D.W., (2004) Consumer Trust in B2C E-Commerce and the Importance of Social Presence: Experiments in E-Products... integrative model of organizational trust Key findings Bhattacharya, Devinney, and A formal model of trust based on Pillutla (1998) outcomes Viewing trust as calculative but still psychologically meaningful The model may be seen as a first step in integrating psychological approach and economic approach around a very fundamental definition of trust Jarvenpaa, Tractinsky, and Vitale (2000) A Model of . Piew, T.H. (2010). The Effects of Shopping Orientations, Online Trust and Prior Online Purchase Experience toward Customer's Online Purchase Intention. International Business Research, vol 12 1. Trust and Online Consumer Trust 2. Purchase Intention 3. Information Quality • Trust • Online Consumer Trust 4. Perceived Privacy Protection 5. Perceived Security Protection 6. The Presence. ID: 11752331 Class: SD_MBA1 THESIS PROPOSAL 1 Examing the Impact of Online Cosumer Trust on Purchase Intention in Vietnam Outlines 2 Research Design 4 1 2 3 Conclusion 5 Abstract (1/1) Keywords: 3 • • • • • • • • • • 1.