The impact of security, individuality, reputation, and consumer attitudes on purchase intention of online shopping: The evidence in Vietnam

Figures & data

Figure 1. Research framework.

Table 1. Demographics; characteristics and online shopping behavior of samples

		Frequency	%
Gender	Male	153	42,7%
	Female	205	57,3%
Education	Under University	96	26,8%
	University	189	52,8%
	Graduate	73	20,4%
Age	18–25	115	32,1%
	25–31	170	47,5%
	Over 31	73	20,4%
Work	University, College, … (still attending school)	68	19,0%
	Business	144	40,2%
	Office	87	24,3%
	Other	59	16,5%
Income	Less than 5 million VND	68	19,0%
	From 5–14 million VND	78	21,8%
	From 15–20 million VND	140	39,1%
	From 20 million and up VND	72	20,1%
Application/web	Tiki	90	25,1%
	Lazada	83	23,2%
	Shopee	67	18,7%
	Sendo	63	17,6%
	Other (Facebook; Zalo; Viber; Instagram; ….)	55	15,4%

Table 2. Confirmation factor analysis

		Factor Loading	AVE	CR
SEC	Security		0.76	0.873
SEC1	The website/browser you use has adequate online privacy.	0.748
SEC2	Purchasing at these websites/ browsers shall not affect financial losses.	0.793
SEC3	You believe in the transactions on the websites/ browsers you are using will be protected by the best tool.	0.823
SEC4	Payment when buying the goods via the websites/ browsers you are using safely.	0.749
SEC5	Websites/ browsers you are using can handle problems related to hackers	0.682
PRI	Privacy		0.72	0.838
PRI1	All of the personal information you provide websites/ browsers will be confidential.	0.727
PRI2	The information about payment, your bank provided to websites/ browsers will be protected adequately.	0.698
PRI3	Websites/ browsers you are using methods shall be suitable to obtain your personal information.	0.758
PRI4	Websites/ browsers you are using shall not obtain your personal information unnecessarily.	0.666
PRI5	Websites/ browsers you are using shall take advantage of your personal information provided on purpose.	0.740
REP	Reputation		0.72	0.728
REP1	Websites/ browsers you are using are a big company.	0.587
REP2	Websites/ browsers you are using are extremely famous.	0.594
REP3	Websites/ browsers you are using have considerable reputation.	0.914
TRU	Cognitive trust		0.71	0.873
TRU1	Websites/ browsers you are using have skills and specialization to conduct the transactions as expected.	0.547
TRU2	Websites/ browsers you are using are entitled to access to necessary information to appropriately handle the transactions.	0.964
TRU3	Websites/ browsers you are using shall be completely fair when handling the transactions for customers.	0.660
TRU4	Websites/ browsers you are using always ensure in the service policies for customers when conducting the transactions.	0.588
TRU5	Websites/ browsers you are using always open and welcome the needs of customers.	0.817
TRU6	Websites/ browsers you are using always make good efforts to handle all of the concerns of customers.	0.663
TRU7	In general, websites/ browsers you are using shall be reliable.	0.623
PR	Perceived Risk		0.73	0.867
PR1	Entering the information about credits via websites/ browsers during the using process shall be not safe.	0.767
PR2	You think it is extremely risky when customers provide suppliers with the information about bank cards via websites/ browsers.	0.719
PR3	You are afraid of entering the information about credits via websites.	0.669
PR4	You think entering the personal information via websites shall be not safe.	0.655
PR5	You think when entering some personal information related to social security via websites shall be not safe.	0.842
PR6	You are afraid of providing personal information such as: name, address, telephone number, via websites.	0.688
ATT	Attitude towards online purchases		0.73	0.777
ATT1	You like the idea of using Internet to shop from websites/ browsers.	0.765
ATT2	Using internet to shop from websites/ browsers shall be a good idea.	0.728
ATT3	Buying goods from websites/ browsers shall be a wise decision.	0.657
PI	Purchase Intention		0.78	0.848
PI1	Shall we continue to return to websites/ browsers to buy goods?	0.855
PI2	You shall consider you shall make purchases from websites/ browsers in the next three months.	0.710
PI3	You shall consider buying goods via websites/ browsers in the next year.	0.671
PI4	For purchasing transactions, how can you buy goods via websites/ browsers you access?	0.838

Table 3. Discriminant validity and correlations among the constructs

	SEC	PRI	REP	TRU	RIS	ATT	PI
SEC	0.760
PRI	0.092	0.720
REP	0.101	0.066	0.720
TRU	0.252	0.037	0.389	0.710
RIS	−0.195	−0.171	−0.082	−0.131	0.730
ATT	0.421	0.333	0.303	0.372	−0.198	0.730
PI	0.187	0.223	0.167	0.273	−0.213	0.305	0.780

Figure 2. Model tests.

Table 4. Result of the hypothesis test

Hypothesis Test	Hypothesis
H1a: Perceived security positively influences cognitive trust.	Supported
H1b: Perceived security positively influences perceived risk.	Supported
H2a: Perceived privacy positively influences cognitive trust.	Supported
H2b: Perceived privacy positively influences perceived risk.	Supported
H3: Perceived reputation positively influences cognitive trust	Supported
H4a: Cognitive trust positively influences attitude toward online shopping.	Supported
H4b: Cognitive trust positively influences the intention to purchase.	Supported
H5a: Perceived risk negatively influences attitude toward online shopping.	Supported
H5b: Perceived risk negatively influences online purchase intention.	Supported
H6: Attitude toward online shopping positively influences online purchase intention.	Supported