The impact of security, individuality, reputation, and consumer attitudes on purchase intention of online shopping: The evidence in Vietnam

This study aimed to investigate the relationship between security, individuality, reputation on cognitive trust, perceived risk, consumer attitudes, and purchase intention of online shopping. extended model customers “online shopping intention, including from positive impact customer trust negative customers” risk sales businesses. The research method used evaluate test scale theoretical in is quantitative with sample size n = 358 through survey deliver questionnaires directly subjects Vietnam. Structural equation modeling (SEM) was employed for data analyses. results showed that positively affect whereas it negatively affects risk. Additionally, privacy has a influence Besides, had attitudes towards shopping, but risks In addition, attitude affected customers’ online. Finally, as mediator, we confirm there exists an indirect which make considerable contribution better insight into behavior gave enterprises owners’ recommendations understanding nature transactions are interact transact mainly websites interfaces, needs build peace mind definitely consider seriously. may be generalized limited extent.