Advances in Management and Applied Economics

Factors Affecting Shopping Intentions on Social Commerce Websites in Vietnam

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• Abstract

   

  With the popularity of the Internet and the rapid development of information and communication technologies (ICTs) in Vietnam, Facebook has become the most popular social commerce (SC) site utilised by Vietnamese. Such new platforms have gradually become a new trend for users or consumers to shop online, and an increasing number of people are shopping online through such platforms. To comprehensively understand the factors of online shopping intention through Facebook, this research establishes a theoretical model based on service quality, trust, satisfaction and online shopping intention. Three hundred valid questionnaires were distributed, retrieved, and analysed using partial least squares structural equation modelling (PLS-SEM). The findings showed that online shoppers increased their satisfaction and trust in the social commerce website when they experienced superb service quality. Even more surprisingly, the results showed that trust was pivotal in influencing satisfaction and behavioural intention when shopping on such websites. These suggest that managers within the website providers urgently need strategies to create an ambience in which online shoppers can feel a sense of satisfaction and trust to enhance their willingness to purchase on such SC sites.

   

  Keywords: Information and communication technologies (ICTs), social commerce (SC), Partial least squares structural equation modelling (PLS-SEM), Trust, Service.