Advisor: Dr. Pi-Yun, Chen
Co-Advisor: Dr. Van Huy, Le
Student Name: Tran Thien Vu
Student ID: 11752331
Class: SD_MBA1
THESIS PROPOSAL
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Examing the Impact of Online Cosumer
Trust on Purchase Intention in Vietnam
Outlines
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Research Design
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Conclusion
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Abstract (1/1)
Keywords:
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Personal Perspective:
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I am a lecturer in department of EC, IT college so I would
like to broaden my horizons in the field of EC
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Propessional Perspective:
1. Introduction (2/7)
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1.2 Statement of Problem
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Trust is context-dependent and thus its detailed effects may be
related to specific cultural environment. Furthermore, trust, in
general, is an important factor in many social and economic
actions due to its uncertainty and dependency, and a main
issue in E-commerce (Gefen, 2000). However, how important
trust is in the context of Vietnamese B2C E-commerce, and its
impact on purchase intention is a challenging question that is
necessary to investigate empirically. To answer this question is
the first objective of this study
1. Introduction (4/7)
1.3 Research Purpose
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The intent of this study was to understand the impact
of cognitive-based, affective-based, personality-based,
experience-based factors on the purchase intention
with the mediation of trust in the context of Vietnam
B2C environment. Little or no research is available in
the area of trust, specifically in the e-commerce
industry in Vietnam. The significance and importance

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Online Consumer Trust
4. Perceived Privacy Protection
5. Perceived Security Protection
6. The Presence of a Third Party Seal
7. Reputation
8. Familarity
9. Disposition to Trust
Literature review of model of trust
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Authors Focus area Key findings
Mayer, David, and
Schoorman (1995)
A integrative model of organizational
trust
Bhattacharya, Devinney, and
Pillutla (1998).
A formal model of trust based on
outcomes
Viewing trust as calculative but still psychologically meaningful. The model may be seen as a first step
in integrating psychological approach and economic approach around a very fundamental definition of
trust.
Jarvenpaa, Tractinsky, and
Vitale (2000)
A Model of Consumer Trust in an
Internet-based Store
Perceived size and reputation differently influence consumer’s trust, perception of risk and willingness to
buy.
Lee and Turban (2001) A Trust Model for Consumer Internet
Shopping

Dimension of Trust
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Author Antecedents
Doney and Cannon, 1997 Reputation, size, willingness to customize.
Jarvenpaa et al., 2000 Perceive size, perceive reputation.
Cheung and Lee, 2000 Perceived risk, perceived security control, perceived privacy control, perceived
integrity, perceived competence, third party recognition, legal framework.
Lee and Turban, 2000 Ability, integrity, benevolence, technical competence, reliability, medium
understanding, effectiveness of third party certification, effectiveness of security
infrastructure.
Kim et al., 2004 Information quality, perceived privacy protection, perceived security protection,
presence of a third party, positive reputation, familiarity, consumer dispotion to trust.
Gefen and Straub, 2004 Social presence.
Harris and Goode, 2004 Service quality and perceived value
Sichtmann, 2007 Competence and ability.
Urban et al., 2009 Privacy security, site design, user heterogeneity.
Kim, Jin, and Swinney, 2009 e-tail quality
Hsiao et al., 2010 Perceived web reputation, perceived web quality, perceived institution assurance.
(Trust in a website)
Hsiao and Phung, 2011 Perceived size, perceived reputation, system quality, information quality, and service
quality.
Sadeh, Mousavi, Garkaz, Sadeh,
2011
e-service quality
2. Literature Review
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6. Antecedents of Trust
7. Consequences of Trust
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Relationship between Trust and Purchase Intention

questionaires
What is your sample frame? Online Survey with approximately
300 sample sizes
4. Research Methods (2/2)
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Questions Methods
What will you do limit bias, and
improve response rates?
Collect customers’ data who have ever
purchase online in Vietnam
What instruments will you use? Questionnaires
What type of data will you
collect?
Ratio Scale (1-7 points) for measuring
constructs and Categorical, multi choice
and text to for collecting personal
customers’ data
What you need to do collect data? Google Docs appilcation
What medthod of data analysis
will you use and why?
SPSS 16.0 and AMOS 6.0
Ethical constraints and issues Do NOT design data by ramdon by myself
Reference
Ajzen, L., (1991). The Theory of Planned Behavior, Organizational Behavior and Human. Decision Processes, vol. 50, pp. 179-
211.
Braynov, S. and Sandholm, T. (2002). Contracting with uncertain level of trust. Computational Intelligence, vol. 18 (4).
Chen, Y.H., Barnes, S. (2007). Intial trust and online buyer behavior.Industrial Management & Data Systems, vol. 107 (1).
Clavis Technology (2012). ClaviseCommerce Information Quality Insight. Site: www.gs1us.org/
English, L. (1999). Improving Data Warehouse and Business Information Quality: Methods for Reducing Costs and Increasing
Profits. Willey.

Urban, G.L, Amyx, C., and Lorenzon, A. (2009). Online Trust: State of the Art, New
Frontiers, and Research Potential. Journal of Interactive Marketing, vol. 23, pp. 179-
190.
Urban, G.L., Sultan, F., and Qualls, W. (2000).Placing Trust at the Center of Your
Internet Stategy. MIT Sloan Management Review, Cambrigde, vol. 42(1), pp.39-48.
Yaobin, L. and Tao, Z. (2007). A Research of Consumer's Initial Trust in Online Stores
in China.Journal of Research and Practice in Information Technology, vol. 39 (3).
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Appendix
Questionnaires
Instruction for participants:
Participants are recommended to visit an online shopping website in Vietnam for the sake of examining your trust in
online company. You can choose and visit a particular website that you are familiar with, regardless of which kind
of product or service it sells. It can be an online bookstore, computer online store, air travel service site, beauty site,
online retailing store, and so on. After choosing web site, you are required to answer following questions:
Name of the visited website: ……………………………….
Name of product or service you choose: ……………………………….
How oftern do you visit this website?
 1 time/month
 2-3 times/month
 1 time/week
 2-3 times/week
 More than 4 times/week
Have you ever bought products or services from this website?
Never bought
Sometimes
 Usually bought
Then, you are required to search for a particular product or service, gather certain details of that product or service. After
searching activities, you are required to fill-out below questions. To answer those questions, circle with the most
appropriate on the scale provided. Circling a "1" means that you strongly disagree that your trust has that feature, and

Shopping)
There are many reputable third-party certification bodies for assuring the trustworthiness of
Internet merchants.
I think third-party recognition bodies are doing a good job.
Existing third-party recognition bodies are adequate for the protection of Internet shoppers’
interest.

Online Consumer Trust (Gefen, 2000, Jarvenpaa, 2000)
This site is trustworthy
This website vendor gives the impression that it keeps promises and commitments
I believe that this website vendor has my best interests in mind

Intention to Purchase (Gefen, 2000, Jarvenpaa, 2000)
I am likely to purchase the product(s) on this website
I am likely to recommend this site to my friends
I am likely to make another purchase from this site if I need the products that I will buy
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Appendix
Demographic
Some requireddemographic characteristics need to be
completed:
Gender: Male  Female
Age: 18-20 20-22 22-26
over 26
Experience in Internet surfing:
 Under 1 year 1-3 year 3-6 year
Over 6 year
Shopping online:
Never shopped Have shopped