A Study of Influencing Factors on the Consumer Trust in B2C E-Commerce Between China and Vietnam

Abstract

With the popularization of network technology, e-commerce development increasingly rapid, it’s convenience for Internet users, it is also promote national economic development, it’s become ties between the countries. China’s e-commerce technology is relatively mature, but Vietnam is in its infancy, because of cultural similarity between China and Vietnam, China healthy development of e-commerce is the preferred e-commerce learn from Vietnam. Lack of trust is already limits the development of e-commerce in China and Vietnam, especially consumer confidence B2C website. What are the factors that affect the Vietnamese and Chinese consumers do not trust B2C e-commerce, there is no difference? How to address and overcome this distrust? This is the main content of this paper is to study. Through basic research related to foreign literature, drawing on previous research on consumer confidence, combined with the characteristics of Vietnamese B2C e-commerce, B2C e-commerce model to establish the factors that influence consumer trust based. And on this basis proposes eight hypothesis, using questionnaires to collect data, using SPSS statistical analysis software to extract data on the reliability and validity analysis, correlation analysis and regression analysis, quantitative analysis, the study Conclusion: company size, quality and design websites trust have significant positive effects on Vietnamese consumers, payment, logistics and distribution have a significant positive impact on Chinese consumers trust. Concludes with recommendations to promote consumer trust in B2C e-commerce based on the conclusions of this paper.