The Sustainable Role of the E-Trust in the B2C E-Commerce of Vietnam
Open accessAbstract
Vietnam, as a new emerging market, especially in e-business, has been promoting its emerging e-commerce market in Southeast Asia using aggressive players such as Lazada. Nonetheless, Vietnam has strong cultural background of risk-averse attitudes, like other developing countries, thereby deferring sustainable transformation into the e-business revolution. Therefore, it is necessary to examine the factors leading to the sustainable performance of e-commerce businesses, because highly risk-avert attitudes still cause many problems due to low levels of trust. In this perspective of trust, this research may contribute to promoting Vietnamese online shopping trends and suggesting ways for sustainable business to achieve success in B2C e-commerce. The purpose of this research is to examine whether or not the characteristics of e-service quality (usefulness, convenience, security, responsiveness, and assurance) have a positive influence on customer loyalty, one of the sustainable success factors in this growing e-commerce industry in Asian markets. Using questionnaires and structural equation modelling, we concluded that it is crucial to promote e-trust as a vital element, because it lacks, in the short-run, an initial e-trust.
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Previous researchers have noted the importance of trust in the e-commerce context.
“Previous researchers have noted the importance of trust in the e-commerce context [59-61].”
From Investigating the Impact of Critical Factors on Continuance Intention towards Cross-Border Shopping Websites (2019) · cites this paper as [61]
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Cited by
Sorted by citations
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- Authors
- Choi, Y., & Mai, D.
- Affiliations
- Inha University (KR)
- Corresponding author
- Choi, Yongrok
- ORCID
- Choi, Yongrok
- Venue
- Sustainability
- Publisher
- MDPI AG
- Published
- 2018-01-22
- Volume
- 10
- Issue
- 1
- Pages
- 291
- ISSN
- 2071-1050 (ISSN-L)
- OpenAlex
- W2785443834
- Cited by
- 84
- References
- 35
- Citations by year
- 2026: 5 · 2025: 6 · 2024: 9 · 2023: 18 · 2022: 12 · 2021: 11 · 2020: 6 · 2019: 7 · 2018: 9
- FWCI
- 11.71
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Licence
- Locations
- Sustainability (publishedVersion, cc-by)
- RePEc: Research Papers in Economics (submittedVersion)
- DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
- Funders
- Inha University
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Social Sciences › Business, Management and Accounting › Business and International Management › E-commerce and Technology Innovations
- Keywords
- online trust, B2C e-commerce, e-service quality, customer loyalty, sustainable business performance, online shopping, e-commerce sustainability
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