Factors affecting customer trust in e commerce in vietnam

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Tran Huy Anh Duc FACTORS AFFECTING CUSTOMER’S TRUST IN E-COMMERCE IN VIETNAM MASTER OF BUSINESS (Honours) UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Tran Huy Anh Duc FACTORS AFFECTING CUSTOMER’S TRUST IN E-COMMERCE IN VIETNAM ID: 60340102 MASTER OF BUSINESS (Honours) SUPERVISOR: Tran Ha Minh Quan Ho Chi Minh City – Year 2012 i ABSTRACT No one can deny that internet and websites are the most important tools of electronic commerce (e-commerce), to help e-commerce develop effectively The internet has been widely used from 1994 and e-commerce had been contributing to the growth in many countries Although there are opportunities for e- commerce growth, it did not achieve its full potential What did reasons prevent the development of electronic commerce? Having many reason, but an important reason is customer’s trust The necessary to is that identify what factors affecting customer trust in the online environment Based on the research of Cuiping Chen (2007) and F Meziane & Kasiran (2008), this study combine the research model of two studies to form the research model The main survey was launched on October 2012 For main survey was collected in a month, 272 responses were received in both methods, email and hard copies, in which 32 were rejected because of incomplete responses After all, 240 samples were usable After pilot study, the research model had factors affecting customer’s trust, as: Affiliation, Existence, Policy, and Website Design The results show support for Hypothesis 2, 3, and 4, mean that Affiliation of website, Policy of website, and Website design attitude of company, all emerged as significant predictors of Customer’s Trust Key word: e-commerce, trust, B2C, customer, factors affecting ii ACKNOWLEDGMENTS It is my pleasure to express my sincere gratitude to my supervisor Dr Tran Ha Minh Quan for his support throughout the research process He had devoted his valuable time and efforts in patiently guiding me to complete this study I would like to convey my special thanks to him for his assistance and encouragement I would like to thank the faculty of International School of Business (ISB) – University of Economic Ho Chi Minh City And my special thanks to Professor Nguyen Dinh Tho PhD., who has instructed me how to a research clearly and simply Besides, I would like to express my thanks to the ones who have helped me to distribute the questionnaires Also, I would like to thanks all respondents, who spent their valuable time in filling out the questionnaire I thank my friends and colleagues who provided much needed inspiration and support during this time Finally, no words of thanks are ever enough for the dedication of my parents and younger brother who pushed me through each step of my academic journey and wanted to see me get the Master’s degree December 20, 2012 Tran Huy Anh Duc TABLE OF CONTENTS ABSTRACT………………………………………………………………… …………i ACKNOWLEDGMENTS………………………………………………… ………… ii TABLE OF CONTENTS………………………………………………….………… iii LIST OF TABLES………………………………………….…………….…………….v LIST OF FIGURES……………………………………………………………………vi CHAPTER I: INTRODUCTION……………………………… ……….………… 1.1 BACKGROUND…………………………………………… …….…… … 1.2 RESEARCH PROBLEMS ………………………………… ….… ……… 1.3 RESEARCH OBJECTIVES…………………………………… … ………….3 1.4 RESEARCH SCOPE…………………………………………… …………… 1.5 OUTLINE OF STUDY………………………………………….…… ……… CHAPTER II: LITERATURE REVIEW………………………… ……………… 2.1.MODEL OF CUIPING CHEN (2007)………………… …………………… 2.2.MODEL OF F MEZIANE (2008)……………………………………… …… 2.3.BUILDING THE RESEARCH MODEL………………………………… 2.4.RESEARCH MODEL…………………………………………………… …….7 2.5.DEFINITION OF TRUST………………………………………………… … 2.6.ELECTRONIC COMMERCE (E-COMMERCE)……………………… …… 2.7.CONSUMER TRUST IN E-COMMERCE.………………………….……… 10 2.8.HYPOTHESES……………………………………………………….……… 12 CHAPTER SUMMARY…………………………………………………………… 16 CHAPTER III: RESEARCH METHOD…………………………………………… 18 3.1.RESEARCH APPROACH…………………………………………………… 18 3.2.RESEARCH PROCESS……………………………………………………… 18 3.3.MEASUREMENT SCALES………………………………………………… 20 3.4.SAMPLING & DATA COLLECTION……………………………………… 25 3.5.MAIN SURVEY……………………………………………………………… 25 CHAPTER IV: DATA ANALYSIS & RESULT…………………………………….26 4.1.DESCRIPTIVE STATISTICS SURVEY RESULTS………………………….26 4.2.THE RATING SCALE…………………………………………………………28 4.2.1 CRONBACH’S ALPHA COEFFICIENT……………………… … 28 4.2.2 EXPLORETORY FACTOR ANALYSIS………………………………32 4.2.3 REGRESSION ANALYSIS…………………………………………….36 CHAPTER V: DISCUSSION, IMPLICATIONS, RECOMMENDATIONS……… 39 5.1.CONCLUSION……………………………………………………… …… .39 5.2.MANAGERIAL IMPLICATIONS………………………………… ……… 39 5.3.IMPLICATIONS FOR FURTHER RESEARCH……………… 41 REFERENCE …………………………………….………………………………… 42 APPENDIX: QUESTIONNAIRE………………………….……………………… 47 APPENDIX: RESULT OF DATA ANALYSIS………………………………………53 LIST OF TABLES Table 3.1: Measurement scales of research 20-22 Table 4.1: Descriptive Statistics .26-27 Table 4.2: Cronbach’s alpha of EXIS .28-29 Table 4.3: Cronbach’s alpha of AFFI .29 Table 4.4: Cronbach’s alpha of POLI .30 Table 4.5: Cronbach’s alpha of WEDE 31 Table 4.6: Cronbach’s alpha of TRUS 32 Table 4.7: KOM and Pattern Matrix result of final 33-34 Table 4.8: Total Variance Explained 35 Table 4.9: Summarized EFA analysis .35 Table 4.10: Correlations 36 Table 4.11: Coefficients 37 Table 4.12: Model Summary 38 LIST OF FIGURES Figure 2.1: Research model of Cuiping Chen .5 Figure 2.2: Research model of F Meziane Figure 2.3: Research model of Customer Trust in e-commerce Figure 3.1: Research model after revised 24 Figure 4.1: The correlations of the research model .38 CHAPTER INTRODUCTION In the first chapter, the overview of e-commerce and its importance for the growth of economy will be introduced Moreover, the causes that restrict the development of e-commerce will be found out in order to find effective solutions to overcome such limitations It can be seen that these issues are also the research problems and research objectives for this study 1.1 Background The development of information technology and internet has formed a new form of transaction in the business environment It is called as online transactions No one can deny that internet and websites are the most important tools of electronic commerce (e-commerce), to help e-commerce develop effectively The internet has been widely used from 1994 and e-commerce had been contributing to the growth in many countries Amongst emerging economies, China's e-commerce presence continues to expand For example, with 384 million internet users, China's online shopping sales rose to $36.6 billion in 2009 (Olsen, Robert, 2010) In US ecommerce and Online Retail sales projected to reach $226 billion, an increasing of 12 percent over 2011 ( Mulpuru, 2012) Clearly, the e-commerce has an important role in the development of economy in many countries Although occurrence of internet in Vietnam later than other developed countries (from 2003), it also had a positive contribution to the national economy More specifically, revenue from e-commerce in Vietnam reached nearly billion USD, equivalent to 2.5% of GDP, and it is forecasted that the revenue will be billion USD in 2015 (A sleeping e-commerce giant, 2012) These numbers, though still relatively modest compared with many countries, it shows the potential of ecommerce development in Vietnam Especially, when the percentage of the population using the internet in Vietnam reached 35.49% in September 2012 (report on internet statistics of Vietnam, 2012), the growth potential of e-commerce is based 1.2 Research problems Although there are opportunities for electronic commerce growth, it did not achieve its full potential What reasons prevent the development of electronic commerce? To find out the answer, a direct interview was conducted including four people aged from 21 to 27, in which females and male In four of the interviewees, one person used internet banking services, one person often purchases online and two other know the service/ purchase online but not use Obviously, results of the interviews shows that one of the most important reasons influences the customer's decision to use or not to use the online service and online purchasing is the trust In many studies about customer’s behavior in e-commerce, they also showed that customer’s trust is as a key factor, which impacts customer’s behavior in ecommerce Liu, T Marchewka, Ku (2004) compared American and Taiwanese perceptions concerning online privacy and how it relates to the level of trust with a company's electronic commerce website Their study suggested that trust is an important intermediary variable that influences behavioral intentions for online transactions Ling (2010) also mentioned in his study that impulse purchase intention, quality orientation, brand orientation, online trust and prior online purchase experience were positively related to the customer online purchase intention Through the review of previous studies and the actual interview, we can conclude that trust is an important factor affecting customers in online activities So to help online activities develop more, we need to increase the trust of customers However, to increase the trust of customers, what is necessary to do? The necessary to is to identify the factors affecting customer trust in the online environment This issue has been explored in numerous studies in many countries, many different areas Flick (2009) has found that perceived site quality was Feng, J., Lazar, J., & Preece, J (2004) Empathic and predictable communication influences online interpersonal trust: A fragile relationship Behavior and Information Technology, 1-10 Flick K.L (2009) Assessing consumer acceptance of online shopping: Examining factors affecting purchase intentions Ph.D dissertation, Northcentral University, United States Arizona Gefen, D., & Straub, D.W (2004) Consumer trust in B2C e-commerce and the importance of social presence: Experiments in e-products and e-services Omega, Vol 32, Iss 6, 407-424 Hair, J.F.Jr., Black, W.C., Babin, B.J., Anderson, R.E., & Tatham, R.L (2006) Multivariate data analysis (6th ed.) Upper Saddle River, New Jersey: Prentice Hall Jarvenpaa S.L., Tractinsky N., and Vitale M (2000) Consumer trust in an Internet store Inform Technol Management, vol 1, 45–71 Joseph-Vaidyan, K.V (2008) Factors that enhance customer trust in e-commerce websites: An examination of e-commerce success metrics using internet audience rating The Capella University ProQuest Dissertations and Theses Komiak, S.T., & Benbasat, I (2006) The effects of personalization and familiarity on trust and adoption of recommendation agents MIS Quarterly, vol.30, 941960 Lanford, P (2005) E-commerce: A trust perspective Auburn, AL: Auburn University Ling, K.C (2010) The Effects of Shopping Orientations, Online Trust and Prior Online Purchase Experience toward Customers’ Online Purchase Intention International Business Research Vol 3, No Liu, C., Marchewka, J.T., and Ku, C (2004) American and Taiwanese Perceptions Concerning Privacy, Trust, and Behavioral Intentions in Electronic Commerce Journal of Global Information Management, vol 12(1), 18-40 McKnight, D.H., Choudhury, V., & Kacmar, C (2001) Trust in e-commerce vendors: A two-stage model Florida State University, 1-5 Meng, B (2003) Infrastructure, service and trust: Assessing the environment of ecommerce in China College Park, PA: Pennsylvania State University Meziane, F., and Kasiran, M.K (2008) Evaluating trust in electronic commerce: a study based on the information provided on merchants’ websites Journal of the Operational Research Society, 59, 464 -472 Mithal, M (2000) Illustrating B2C complaints in the online environment The Joint Conference of the OECD, HCOPIL, ICC: Building Trust in the Online Environment: Business to Consumer Dispute Resolution, The Hague Mulpuru, S (2012) For Ebusiness & Channel Strategy Professionals: Us Online Retail Forecast, 2011 to 2016 Laeequddin, M., Sahay, B.S., Sahay, V., and Waheed, K.A (2010) Measuring trust in supply chain partners' relationships Measuring Business Excellence, Vol 14 Iss: 3, pp.53 - 69 Man, Y.K (2006) Factors affecting Customer’s Trust in Online banking Hong Kong Baptist University Degree of Bachelor of Business Administration Nielsen, J.R., Molich, C.S., and Farrell S (2000) E-commerce user experience Technical Report, Nielsen Norman Group Olsen,the R (2010) Migration To E‐Commerce ‐ Forbes.com for World's China's Business Leaders ‐ Forbes.com Forbes, Information Jan 2010 (http://www.forbes.com/2010/01/18/china-internet-commerce-markets- equitiesalibaba.html) Papadopoulou, P., Kanellis, P., & Martakos, D (2001) Investigating Trust in ECommerce: A literature review and a model for its formation in customer relationships In Proceedings of the 7th Americas Conference on Information Systems, August 3-5, Boston, MA Patton, M.A., and Jøsang A (2004) Technologies for trust in electronic commerce Electronic Commerce Res 4: 9–21 Peszynski, K.J., & Thanasankitt, T (2002, June) Exploring trust in B2C ecommerce: An exploratory study of Maori culture in New Zealand ECIS, 735-748 Rappa, M (2007) Trust in Cyberspace In, M Rappa (Eds.), Managing the digital enterprise (pp.1-4) North Carolina State University Ranganathan, C., Ganapathy, S (2002) Key dimensions of business-to-consumer web sites Information & Management, 39, pp 457-465 Report on internet statistics of Vietnam (2012): Statistics on Internet development upto 9/ 2012 Retrieved October 21, 2012, from http://www.thongkeinternet.vn Rotter, J.B (1967) A new scale for the measurement of interpersonal trust, Journal of Personality, Vol 35 No 4, pp 651-5 Rousseau, D.M., Sitkin, S.B., Burt, R and Cameerer, C (1998) Not so different after all: a cross-discipline view of trust, Academy of Management Review, Vol 23 No 3, pp 393-404 Shepherd, M., Dhonde, A., & Watters, C (2001) Building trust for e-commerce: collaborating label bureaus Halifax, Nova Scotia, CA: Web Information Filtering Lab, Dalhousie University Shergil, G.S., and Chen, Z (2005) Web-based shopping: Consumers’ attitudes towards online shopping in New Zealand Journal of Electronic Commerce Research, Vol 6, No 2, 79-94 Stahl, B.C (2006) Trust as fetish: A critical theory perspective on research on trust in ecommerce Leicester, UK: Centre for Computing and Social Responsibility, DeMonfort University Tabachnick, B.G., & Fidell, L.S (2007) Using multivariate statistics (5th Ed.) Boston, MA: Allyn and Bacon Tashakkori, A., & Teddlie, C (2003) Handbook of mixed methods in social and behavioral research Thousand Oaks: Sage Urban, G L., Sultan, F., & Qualls, W (1999) Design and evaluation of a trustbased advisor on the Internet MIT Sloan School of Management Williamson, O E (1993) Calculativeness, Trust, and Economic Organization Journal of Law and Economics, 30, 131-145 Yuan, S.T., & Sung, H (2004) A learning-enabled integrative trust model for emarkets Applied Artificial Intelligence, 18, 69-95 Zuker, L G (1986) Production of Trust: Institutional Sources of Economic Structure, 1840-1920 In B M Straw & L L Cummings (Eds), Research in Organizational Behavior, Vol.8, 53-111 47 APPENDIX Questionnaire - version English THE QUESTIONNAIRE Dear Participants, I am Tran Huy Anh Duc, as graduate students of the International Training Institute (ISB) - University of Economics Ho Chi Minh City I'm interested in the problem "customer trust in e-commerce" You may be used to purchase online, or not, but you can still tell me the following information of an e-commerce website to help you had or increased trust in an e-commerce website I hope you will take approximately 10 minutes to complete this survey This information will be used for the purposes of the study entitled "Factors affecting customer trust in ecommerce in Vietnam." At the same time, I am committed to the information you provides will be kept confidential If you have any contributions, comments or concerns to the survey results, you may be able to send mail to my email address: tranhuyduc.ueh@gmail.com Sincerely thank you for your support! Having part in this survey: Part I: Experience Have you ever owned an online purchasing account? Yes No Have you ever used your account to purchase online? Yes No During the past month, your frequency of using online purchasing is: None 1-7 times 8-14 times 15 times or more How many years of internet experience you have? year (s) Strongly Disagree Disagree Normal Agree Strongly Agree Can you name an electronic commerce website which you have used or have The Company behind this website has clear address to contact The Company behind this website has landline phone number to contact 5 Website had high ranking in the list of reputable websites 10 Website allows users to register as a member 11 Members of the website is always updated with new information 12 Website joins in sharing on the online trading community 5 5 17 Website is clear warranty policy for their products 18 Website committed that the time for warranty is quick 19 The website’s appearance is professional 20 Product image is real and is shown from many angles 21 Website technology allows you to easily switch to access other known and answer the following question based on this Website? ……………………………… (Continue with Questions in Part II to VII) You cross mark (x) to select the level of assessment of you for the following information, with the minimum value of and the maximum of 5: - Strongly Disagree - Strongly Agree Part II: Existence The Company behind this website has information about the representative This website is registered to provide e-commerce services to state agencies Part III: Affiliation Part IV: Policy 13 Customer service staff is always ready to help you 14 When you have problems, they looked into the problem to help you solve it 15 The login process of this website is secure 16 Website will not disclose your personal information to other parties without your acceptable Part V: Website design products 22 Website does not take time to visit 23 Information and articles about products are updated on the website 5 25 The search function helps you find exactly what you want quickly 26 Website saved information products that you came across 27 Website allows you to easily compare with other products to choose 5 29 You have trust with this website 30 You have trust that website will keep commitments 31 You will use this website when have demand in future 32 You will recommend others to use this website 24 The layout and organization of the website makes it easy to search products 28 This site allows you to know about the availability of the product in the search process Part VI: Customer’s Trust Part VII: Personal information 33 Gender Male 34 Ag e Female Below 18 18-24 25-35 Above 36 35 Education level Primary school University Postgraduate Others 36 Occupation Student Office staff Managerial level Others 37 Your average income per month is: Below million VND million VND – below million VND million VND – below 15 million VND 15 million VND or above Questionnaire_verson Vietnammese BẢNG CÂU HỎI KHẢO SÁT Anh/ Chị thân mến, Tôi Trần Huy Anh Đức - học viên cao học Viện Đào Tạo Quốc Tế (ISB) – Trường Đại Học Kinh Tế Tp.HCM Tôi quan tâm đến vấn đề “lòng tin khách hàng trang web thương mại điện tử” Anh/ Chị người mua hàng trực tuyến, chưa, Anh/ Chị cho tơi biết thơng tin sau trang web thương mại điện tử giúp Anh/ Chị tin tưởng tăng tin tưởng thân trang web Mong Anh/ Chị dành khoảng 10 phút để hồn thành khảo sát Những thông tin sử dụng vào mục đích nghiên cứu có chủ đề “Các yếu tố ảnh hưởng đến lịng tin khách hàng thương mại điện tử Việt Nam” Đồng thời, cam kết thông tin mà anh/ chị cung cấp giữ bí mật Nếu có đóng góp, ý kiến quan tâm đến kết khảo sát, Anh/ Chị gửi mail cho đến địa email: tranhuyduc.ueh@gmail.com Xin chân thành cảm ơn hổ trợ Quý Anh/ Chị! Bảng câu hỏi bao gồm phần nội dung: Phần I: Thông tin sử dụng dịch vụ thương mại điện tử Trước tiên muốn biết thông tin sử dụng dịch vụ thương mại điện tử Anh/ Chị Anh/ Chị tiếp tục phần khác bảng khảo sát dù Anh/ Chị sử dụng dịch vụ thương mại điện tử hay chưa Bạn sở hữu tài khoản mua hàng trực tuyến chưa? A Có B Khơng có Bạn sử dụng tài khoản bạn để mua hàng trực tuyến chưa? A Có B Khơng có Trong tháng qua, số lần mua hàng trực tuyến bạn lần: A Không lần B 1-7 lần C 8-14 lần D 15 lần nhiều Bạn sử dụng dịch vụ mua hàng trực tuyến bảo nhiêu lâu? năm (…… tháng) – Rất không đồng ý (rất không cần thiết) – Không đồng ý (không cần thiết) – Trung lập (bình thường) – Đồng ý (cần thiết) – Rất đồng ý (rất cần thiết) Anh/ Chị cho biết mức độ đồng ý thân thông tin 5.Chủ trang web X có địa ngồi đời rõ ràng để liên hệ Chủ trang web X có số điện thoại cố định để liên hệ Chủ trang web X có thơng tin người đại diện Chủ trang web X có đăng ký cung cấp dịch vụ thương mại điện tử với quan nhà nước 1 2 3 4 5 1 1 2 2 3 3 4 4 5 5 1 2 3 4 5 5 1 2 3 4 5 1 1 1 2 2 2 3 3 3 4 4 4 5 5 5 5 5 xem xét trang web thương mại điện tử Anh/ Chị nêu tên trang web thương mại điện tử mà Anh/ Chị sử dụng biết (trang web X) (Tiếp tục với câu hỏi từ phần II đến phần VII) Anh/ Chị đánh đấu chéo (x) để lựa chọn mức độ đánh giá Anh/ Chị thông tin sau đây, với giá trị nhỏ lớn 5: 1- Rất không đồng ý 5- Rất đồng ý Part II: Sự tồn Part III: Sự liên kết 9.Trang web X xếp hạng cao danh sách trang web uy tín 10.Trang web X cho phép người dùng đăng ký làm thành viên 11.Thành viên trang web X cập nhật thông tin 12.Trang web X tham gia chia sẻ cộng đồng mua bán trực tuyến Part IV: Chính sách 13.Nhân viên phục vụ khách hàng trang web X sẵn sàng giúp đỡ bạn 14.Khi bạn gặp vấn đề, họ tìm hiểu kỹ vấn đề để giúp bạn giải 15.Phương thức đăng nhập vào tài khoản trang web X đảm bảo an toàn 16.Trang web X cam kết không tiết lộ thông tin cá nhân bạn cho bên khác khơng có đồng ý bạn 17.Trang web X có sách bảo hành rõ ràng sản phẩm bán 18.Trang web X có sách bảo hành sản phẩm cách nhanh chóng Part VI: Thiết kế trang web 19.Trang web X xuất cách chuyên nghiệp 20.Hình ảnh sản phẩm hình thật hiển thị từ nhiều góc độ 21.Trang web X cho phép bạn dễ dàng chuyển hướng để xem sản phẩm khác 22.Trang web X không làm thời gian bạn truy cập 23.Các thông tin viết sản phẩm cập nhật liên tục trang web X 24.Bố cục cách tổ chức của trang web giúp bạn dễ tìm kiếm sản phẩm 25.Chức tìm kiếm giúp bạn tìm xác sản phẩm bạn muốn tìm cách nhanh chóng 26.Trang web X lưu lại thông tin sản phẩm mà bạn xem qua 27.Trang web X cho phép bạn dễ dàng so sánh sản phẩm với để lựa chọn 28.Trang web X cho phép bạn biết tính sẵn có (trong kho) sản phẩm Phần VII: Sự tin tưởng thương mại điện tử 29 Bạn có tin tưởng trang web X 30 Bạn tin tưởng trang web X giữ lời hứa cam kết 31 Bạn sử dụng trang web X có nhu cầu tương lai 32 Bạn khuyên người khác sử dụng trang web X 1 1 2 2 3 3 Phần VIII: Thông tin cá nhân 33 Giới tính 34 Tuổi A Nam B Nữ A.Dưới 18 B 18-24 C.25-35 D 36 35 Trình độ học vấn A.Tốt nghiệp phổ thông B.Tốt nghiệp cao đẳng, đại học C Sau đại học D Khác 36 Nghề Nghiệp A.Sinh viên B Nhân viên văn phòng C Nhà quản lý D Khác 37 Thu nhập bình quân tháng là: A.Dưới triệu đồng B triệu đồng - triệu đồng C.7 triệu đồng - 15 triệu đồng D Từ 15 triệu đồng trở lên 4 4 5 5 APPENDIX 2: RESULT OF DATA ANALYSIS Result of first EFA analysis KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square df Sig .920 4.013E3 378 000 Total Variance Explained Extraction Sums of Squared Loadings Initial Eigenvalues Factor Total Rotation Sums of Squared Loadingsa Cumulative % of % Variance Cumulative % % of Variance Total Total 11.003 7.510 39.297 39.297 10.601 37.861 37.861 2.467 8.809 48.106 2.094 7.477 45.338 8.543 1.864 6.658 54.763 1.492 5.329 50.667 5.119 1.464 5.230 59.993 1.047 3.738 54.405 6.604 1.172 4.186 64.179 769 2.745 57.150 5.220 1.039 3.712 67.891 602 2.151 59.301 6.835 Extraction Method: Principal Axis Factoring a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance Pattern Matrixa Factor Policy Policy Policy Policy Policy Policy Website Design Website Design Website Design Website Design Website Design Website Design Customer's Trust Customer's Trust Customer's Trust 839 827 789 758 689 642 213 141 -.112 238 133 144 828 755 718 591 551 509 -.157 153 -.115 325 145 863 751 724 -.170 144 126 -.173 Customer's Trust Existence Existence Existence Existence Affiliation Affiliation Affiliation Affiliation Website Design Website Design 10 Website Design Website Design 672 285 200 -.118 267 131 858 829 633 576 283 119 167 884 723 528 213 277 -.173 -.127 263 -.107 146 628 602 548 473 -.107 335 -.114 151 286 -.138 172 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations Result of Regression analysis: Descriptive Statistics Mean TTRUS TPOLI TWEDE TEXIS TAFFI 3.4698 3.7979 3.8036 3.9323 3.8736 N Std Deviation 78217 86624 69263 88918 78292 240 240 240 240 240 Variables Entered/Removedb Model Variables Entered Variables Removed Method TAFFI, TPOLI, TEXIS, TWEDEa a All requested variables entered b Dependent Variable: TTRUS Enter ANOVAb Sum of Squares Model Regression 41.936 df Mean Square Residual 104.282 235 Total 146.218 239 10.484 444 F 23.626 Sig .000a ANOVAb Sum of Squares Model df 41.936 Regression 235 104.282 Residual Mean Square Sig F 10.484 444 000a 23.626 146.218 239 Total a Predictors: (Constant), TAFFI, TPOLI, TEXIS, TWEDE b Dependent Variable: TTRUS Collinearity Diagnosticsa Dimen Model sion Eigenvalue 1 4.911 Condition Index Variance Proportions (Constant) TPOLI TWEDE TEXIS TAFFI 00 05 00 41 00 00 00 02 00 034 1.000 12.070 026 13.836 09 16 00 91 01 018 16.308 85 07 02 02 42 20.966 02 36 97 05 20 011 a Dependent Variable: TTRUS Residuals Statisticsa Minimum Maximum Predicted Value 1.8795 Residual -2.23172 Std Predicted Value -3.797 Std Residual -3.350 a Dependent Variable: TTRUS 4.2612 2.36173 1.889 3.545 Mean 3.4698 00000 000 000 Std Deviation 41889 66055 1.000 992 N 240 240 240 240 36 ... countries, it shows the potential of ecommerce development in Vietnam Especially, when the percentage of the population using the internet in Vietnam reached 35.49% in September 2012 (report on internet... variables in the model of F Maziane (2008) 2.4 Research model In this research, dependent variable was Customer Trust Factors affecting customer trust are independent variables There are five independent... factor affecting customers in online activities So to help online activities develop more, we need to increase the trust of customers However, to increase the trust of customers, what is necessary