Impacts of Social Networks on Consumers’ Trust and Behavior in the Vietnamese Retail Sector
Main Article Content
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
References
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[34] G. Swamynathan et al., “Do social networks improve e-commerce? A study on social marketplaces”, In Proceedings of the first workshop on Online social networks, 2008.
[35] Y.H. Chen, S. Barnes, “Initial trust and online buyer behaviour”, Industrial management & data systems, 2007.
[36] T. Raykov, K.F. Widaman, “Issues in applied structural equation modeling research”, Structural Equation Modeling: A Multidisciplinary Journal 2(4) (1995) 289-318.
[37] D. Gefen, D.W. Straub, “Consumer trust in B2C e-Commerce and the importance of social presence: Experiments in e-Products and e-Services”, Omega 32(6) (2004) 407-424.
[38] A. Hasslinger, S. Hodzic, C. Opazo, Consumer behaviour in online shopping, 2008.
[39] J. Cha, “Shopping on social networking Web sites: Attitudes toward real versus virtual items”, Journal of Interactive Advertising 10(1) (2009) 77-93.
[40] R.P. Bagozzi, Y. Yi, “On the evaluation of structural equation models”, Journal of the academy of marketing science 16(1) (1988) 74-94.
[41] C. Fornell, D.F. Larcker, “Evaluating structural equation models with unobservable variables and measurement error”, Journal of marketing research 18(1) (1981) 39-50.
[2] C. Gan, W. Wang, “The influence of perceived value on purchase intention in social commerce context”, Internet Research, 2017.
[3] D.J. Kim, D.L. Ferrin, H.R. Rao, “A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents”, Decision support systems 44(2) (2008) 544-564.
[4] F. Fukuyama, Trust: The social virtues and the creation of prosperity, Free Press New York, 1999.
[5] R.M. Morgan, S.D. Hunt, “The commitment-trust theory of relationship marketing”, Journal of Marketing 58(3) (1994) 20-38.
[6] F.F. Reichheld, P. Schefter, “E-loyalty: Your secret weapon on the web”, Harvard Business Review 78(4) (2000) 105-113.
[7] D.H. McKnight, V. Choudhury, C. Kacmar, “Developing and validating trust measures for
e-commerce: An integrative typology”, Information Systems Research 13(3) (2002) 334-359.
[8] S.L. Jarvenpaa, P.A. Todd, “Consumer reactions to electronic shopping on the World Wide Web”, International Journal of Electronic Commerce 1(2) (1996) 59-88.
[9] N. Li, P. Zhang, “Consumer online shopping attitudes and behavior: An assessment of research”, AMCIS 2002 Proceedings, 2002.
[10] A.K. Singh, M. Sailo, “Consumer Behavior in Online Shopping: A Study of Aizawl”, International Journal of Business & Management Research, 1 (2013) 3, 45-49.
[11] D.H. Lester, A.M. Forman, D. Loyd, “Internet shopping and buying behavior of college students”, Services Marketing Quarterly 27(2) (2006) 123-138.
[12] M.B. Kolesar, R.W. Galbraith, “A services‐marketing perspective on e‐retailing: implications for e‐retailers and directions for further research”, Internet Research, 2000.
[13] G.L. Lohse, P. Spiller, “Electronic shopping”, Communications of the ACM 41(7) (1998) 81-87.
[14] M. Laroche et al., “The influence of country image structure on consumer evaluations of foreign products”, International Marketing Review, 2005.
[15] L.T. Hosmer, “Trust: The connecting link between organizational theory and philosophical ethics”, Academy of Management Review 20(2) (1995) 379-403.
[16] D.H. McKnight, V. Choudhury, C. Kacmar, “Trust in e-commerce vendors: A two-stage model”, ICIS 2000 Proceedings, 2000.
[17] B. Han, J. Windsor, “User’s willingness to pay on social network sites”, Journal of Computer Information Systems 51(4) (2011) 31-40.
[18] S.J. Yoon, “The antecedents and consequences of trust in online-purchase decisions”, Journal of Interactive Marketing 16(2) (2002) 47-63.
[19] F. Belanger, J.S. Hiller, W.J. Smith, “Trustworthiness in electronic commerce: The role of privacy, security, and site attributes”, The Journal of Strategic Information Systems 11(3-4) (2002) 245-270.
[20] H.Y. Ha, “Factors influencing consumer perceptions of brand trust online”, Journal of Product & Brand Management, 2004.
[21] Y. Bart et al., “Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study”, Journal of Marketing 69(4) (2005) 133-152.
[22] H.W. Kim, Y. Xu, J. Koh, “A comparison of online trust building factors between potential customers and repeat customers”, Journal of the Association for Information Systems 5(10) (2004) 392-420.
[23] M.K. Lee, E. Turban, “A trust model for consumer internet shopping”, International Journal of Electronic Commerce 6(1) (2001) 75-91.
[24] Y.K. Man, “Factors affecting Customer’s Trust in Online banking”, Hong Kong: Hong Kong Baptist University, 2006.
[25] P.A. Pavlou, “Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model”, International Journal of Electronic Commerce 7(3) (2003) 101-134.
[26] D.C. Mutz, “Social trust and e-commerce: Experimental evidence for the effects of social trust on individuals’ economic behavior”, Public Opinion Quarterly 69(3) (2005) 393-416.
[27] H.P. Lu, K.L. Hsiao, “The influence of extro/introversion on the intention to pay for social networking sites”, Information & Management 47(3) (2010) 150-157.
[28] D.H. Shin, “User experience in social commerce: in friends we trust”, Behaviour & Information Technology 32(1) (2013) 52-67.
[29] K. Hassanein, M. Head, “Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping”, International Journal of Human-Computer Studies 65(8) (2007) 689-708.
[30] S. Ba, P.A. Pavlou, “Evidence of the effect of trust building technology in electronic markets: Price premiums and buyer behavior”, MIS Quarterly, 2002, pp. 243-268.
[31] S. Grazioli, S.L. Jarvenpaa, “Perils of Internet fraud: An empirical investigation of deception and trust with experienced Internet consumers”, IEEE Transactions on Systems, Man, and Cybernetics-Part A: Systems and Humans 30(4) (2000) 395-410.
[32] L.S. Lai, E. Turban, “Groups formation and operations in the Web 2.0 environment and social networks”, Group Decision and Negotiation 17(5) (2008) 387-402.
[33] A. Davidson, J. Copulsky, “Managing webmavens: relationships with sophisticated customers via the Internet can transform marketing and speed innovation”, Strategy & Leadership, 2006.
[34] G. Swamynathan et al., “Do social networks improve e-commerce? A study on social marketplaces”, In Proceedings of the first workshop on Online social networks, 2008.
[35] Y.H. Chen, S. Barnes, “Initial trust and online buyer behaviour”, Industrial management & data systems, 2007.
[36] T. Raykov, K.F. Widaman, “Issues in applied structural equation modeling research”, Structural Equation Modeling: A Multidisciplinary Journal 2(4) (1995) 289-318.
[37] D. Gefen, D.W. Straub, “Consumer trust in B2C e-Commerce and the importance of social presence: Experiments in e-Products and e-Services”, Omega 32(6) (2004) 407-424.
[38] A. Hasslinger, S. Hodzic, C. Opazo, Consumer behaviour in online shopping, 2008.
[39] J. Cha, “Shopping on social networking Web sites: Attitudes toward real versus virtual items”, Journal of Interactive Advertising 10(1) (2009) 77-93.
[40] R.P. Bagozzi, Y. Yi, “On the evaluation of structural equation models”, Journal of the academy of marketing science 16(1) (1988) 74-94.
[41] C. Fornell, D.F. Larcker, “Evaluating structural equation models with unobservable variables and measurement error”, Journal of marketing research 18(1) (1981) 39-50.