RESEARCH ON FACTORS AFFECTING ONLINE SHOPPING INTENTION OF CUSTOMERS: THE EVIDENCE IN VIETNAM

Abstract

Objective: The research clarifies the relationships among the four key factors: brand reputation, trust, customer service quality, and online shopping intentions.   Theoretical Framework: The research adopted the E-S-QUAL four dimensions to measure e-service quality, customer trust, and purchase intention in virtual environments. The research explores the role of seller reputation in the relationship between trust and online shopping by building a model with four variables, six hypotheses, and 21 observed variables.   Method: The snowball sampling technique was used. Quantitative research was used to evaluate and test the theoretical model with a sample size of N = 395 through the online survey. This study examined the scale through exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM).   Results and Discussion: The results show that the research scales achieve unidirectional reliability, convergent validity, and high discriminant validity. Brand reputation has a positive impact on customer service through trust. Trust has a positive impact on online shopping intention through customer service.   Research Implications: This study only examines the role of brand reputation in the relationship between trust, customer service quality, and online shopping intention. Other important factors that affect this relationship may not be mentioned in the research.   Originality/Value: The article recommends improving Vietnamese consumers' confidence and online shopping intention by offering solutions for consumers, electronic sellers, and related associations and organizations.