The Factors Impact on Online Purchase Intention: Evidence from Intermediate Role of Customers' Trust

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.