Title: The dual role of online trust: a study of Generation Z through online purchase intentions in Vietnam

Authors: Vuong-Bach Vo; Giang-Do Nguyen; Thu-Hien Thi Dao; Trinh-Cong Nguyen Ho

Addresses: School of Business, International University, VNU-HCMC, Quarter 6, Linh Trung Ward, Thu Duc City, Ho Chi Minh City, 70000, Vietnam; Faculty of Business Administration, Nguyen Tat Thanh University, 300A Nguyen Tat Thanh Str., District 4, Ho Chi Minh City, 70000, Vietnam ' School of Business, International University, VNU-HCMC, Quarter 6, Linh Trung Ward, Thu Duc City, Ho Chi Minh City, 70000, Vietnam; Faculty of Business Administration, Nguyen Tat Thanh University, 300A Nguyen Tat Thanh Str., District 4, Ho Chi Minh City, 70000, Vietnam ' Faculty of Business Administration, Nguyen Tat Thanh University, 300A Nguyen Tat Thanh Str., District 4, Ho Chi Minh City, 70000, Vietnam; Faculty of Business Administration, Ho Chi Minh City University of Banking, 36 Ton That Dam Str., District 1, Ho Chi Minh City, 70000, Vietnam ' School of Public Management, International University, VNU-HCMC, Quarter 6, Linh Trung Ward, Thu Duc City, Ho Chi Minh City, 70000, Vietnam; Department of Information and Communications, 23 Street 30/4, Ward 1, My Tho City, Tien Giang Province, 84000, Vietnam

Abstract: This study examines the influences of online trust and self-efficacy on the online purchase intention of Generation Z. Based on the social cognitive theory and the decomposed theory of planned behaviour, this study proposes a research model and verifies the hypotheses using structural equation modelling and data gathered from online interviews of 366 young online buyers in Vietnam. The findings reveal that: 1) online trust, self-efficacy, subjective norm and compatibility have a determinant impact on online purchase intention; 2) online trust is verified as being a factor that plays the dual role of mediator and moderator in the relationship between self-efficacy and online purchase intention. Both theoretical and managerial implications are provided to broaden the current understanding of online trust and suggest that business managers should focus on imperative factors to drive users to choose to make online purchases.

Keywords: self-efficacy; online trust; subjective norm; compatibility; online purchase intention; Generation Z; Vietnam.

DOI: 10.1504/JIBED.2023.131473

Journal for International Business and Entrepreneurship Development, 2023 Vol.15 No.1, pp.4 - 28

Received: 16 Feb 2023
Accepted: 21 Feb 2023
Published online: 13 Jun 2023 *