Proposing a Research Model on Factors Affecting Customers’ Trust in E-Commerce Transactions in Binh Dinh

Abstract

Although online shopping is convenient, has many advantages, and is the trend of the times, consumers still have not put their whole trust in these goods and service providers. It is essential to study the factors affecting customer trust in e-commerce transactions. To have the basis to carry out this study, the authors have analyzed relevant research at home and abroad. On that basis, propose a model to study the factors affecting the trust of customers in e-commerce transactions in Binh Dinh province, which are: website reputation, website design, information quality, transaction safety, and social impact.