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The Sustainable Role of the E-Trust in the B2C E-Commerce of Vietnam

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  • Yongrok Choi

    (Global E-Governance Program, Inha University, Inharo 100, Nam-gu, Incheon 402-751, Korea)

  • Do Quynh Mai

    (Global E-Governance Program, Inha University, Inharo 100, Nam-gu, Incheon 402-751, Korea)

Abstract

Vietnam, as a new emerging market, especially in e-business, has been promoting its emerging e-commerce market in Southeast Asia using aggressive players such as Lazada. Nonetheless, Vietnam has strong cultural background of risk-averse attitudes, like other developing countries, thereby deferring sustainable transformation into the e-business revolution. Therefore, it is necessary to examine the factors leading to the sustainable performance of e-commerce businesses, because highly risk-avert attitudes still cause many problems due to low levels of trust. In this perspective of trust, this research may contribute to promoting Vietnamese online shopping trends and suggesting ways for sustainable business to achieve success in B2C e-commerce. The purpose of this research is to examine whether or not the characteristics of e-service quality (usefulness, convenience, security, responsiveness, and assurance) have a positive influence on customer loyalty, one of the sustainable success factors in this growing e-commerce industry in Asian markets. Using questionnaires and structural equation modelling, we concluded that it is crucial to promote e-trust as a vital element, because it lacks, in the short-run, an initial e-trust.

Suggested Citation

  • Yongrok Choi & Do Quynh Mai, 2018. "The Sustainable Role of the E-Trust in the B2C E-Commerce of Vietnam," Sustainability, MDPI, vol. 10(1), pages 1-18, January.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:1:p:291-:d:128040
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    References listed on IDEAS

    as
    1. Yongrok Choi, 2017. "Sustainable Governance in Northeast Asia: Challenges for the Sustainable Frontier," Sustainability, MDPI, vol. 9(2), pages 1-7, January.
    2. Yongrok Choi & Di Gao, 2014. "The Role of Intermediation in the Governance of Sustainable Chinese Web Marketing," Sustainability, MDPI, vol. 6(7), pages 1-17, June.
    3. Yongrok Choi & Jingwen Jin, 2015. "Is the Web Marketing Mix Sustainable in China? The Mediation Effect of Dynamic Trust," Sustainability, MDPI, vol. 7(10), pages 1-21, October.
    4. Yongrok Choi & Lili Sun, 2016. "Reuse Intention of Third-Party Online Payments: A Focus on the Sustainable Factors of Alipay," Sustainability, MDPI, vol. 8(2), pages 1-15, February.
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    Cited by:

    1. Martina Blašková & Justyna Majchrzak-Lepczyk & Dominika Hriníková & Rudolf Blaško, 2019. "Sustainable Academic Motivation," Sustainability, MDPI, vol. 11(21), pages 1-24, October.
    2. Baki Rahmi, 2020. "Analysis of Factors Affecting Customer Trust in Online Hotel Booking Website Usage," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 10(2), pages 106-117, December.
    3. Małgorzata Dzimińska & Justyna Fijałkowska & Łukasz Sułkowski, 2018. "Trust-Based Quality Culture Conceptual Model for Higher Education Institutions," Sustainability, MDPI, vol. 10(8), pages 1-22, July.
    4. Yin Ma & Athapol Ruangkanjanases & Shih-Chih Chen, 2019. "Investigating the Impact of Critical Factors on Continuance Intention towards Cross-Border Shopping Websites," Sustainability, MDPI, vol. 11(21), pages 1-17, October.
    5. Daeheon Choi & Chune Young Chung & Jason Young, 2019. "Sustainable Online Shopping Logistics for Customer Satisfaction and Repeat Purchasing Behavior: Evidence from China," Sustainability, MDPI, vol. 11(20), pages 1-20, October.
    6. Alžbeta Kucharčíková & Martin Mičiak & Miloš Hitka, 2018. "Evaluating the Effectiveness of Investment in Human Capital in E-Business Enterprise in the Context of Sustainability," Sustainability, MDPI, vol. 10(9), pages 1-23, September.
    7. Yongrok Choi, 2018. "Regional Cooperation for the Sustainable Development and Management in Northeast Asia," Sustainability, MDPI, vol. 10(2), pages 1-8, February.
    8. Tatbita Titin Suhariyanto & Dzuraidah Abd Wahab & Mohd Nizam Ab Rahman, 2018. "Product Design Evaluation Using Life Cycle Assessment and Design for Assembly: A Case Study of a Water Leakage Alarm," Sustainability, MDPI, vol. 10(8), pages 1-26, August.
    9. Zhi Yang & Quang Van Ngo & Yaguang Chen & Chung Xuan-Thi Nguyen & Hoa Thi Hoang, 2019. "Does Ethics Perception Foster Consumer Repurchase Intention? Role of Trust, Perceived Uncertainty, and Shopping Habit," SAGE Open, , vol. 9(2), pages 21582440198, May.

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