The impact of trust on online purchase intention in e-commerce: An integrated model in the Vietnamese market

Hue Khuong Thi
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Hue Khuong Thi: Thu Dau Mot University

Technium Social Sciences Journal, 2026, vol. 83, issue 1, 413-427

Abstract: The rapid expansion of e-commerce in Vietnam presents significant opportunities while simultaneously posing challenges regarding information asymmetry and online risks for consumers. This study examines an integrated model of online trust formation and the underlying mechanisms through which it influences purchase intention. Quantitative data were collected from 498 consumers with online shopping experience in Vietnam and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The empirical results indicate that perceived platform size, platform reputation, and electronic word-of-mouth (e-WOM) are significant predictors of online trust. Notably, trust exerts a direct effect on purchase intention and functions as a mitigating mechanism for perceived risk. Furthermore, the study validates a sequential mediation path operating from trust through perceived risk and attitude to purchase intention. The proposed model explains 65% of the variance in online purchase intention (R2 = 0.650). These findings offer managerial implications for e-commerce enterprises in developing trust, managing e-WOM, and deploying signaling strategies to facilitate consumer behavior in the digital economy.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:tec:journl:ojs:13625

DOI: 10.47577/tssj.v83i1.13625

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