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

Global E-Governance Program, Inha University, Inharo 100, Nam-gu, Incheon 402-751, Korea
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Sustainability 2018, 10(1), 291; https://doi.org/10.3390/su10010291
Received: 22 December 2017 / Revised: 6 January 2018 / Accepted: 17 January 2018 / Published: 22 January 2018
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. View Full-Text
Keywords: service quality; trust; customer loyalty; Lazada; structural equation modeling; partial least structure service quality; trust; customer loyalty; Lazada; structural equation modeling; partial least structure
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Choi, Y.; Mai, D.Q. The Sustainable Role of the E-Trust in the B2C E-Commerce of Vietnam. Sustainability 2018, 10, 291.

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