A Study on the Chain of Cost Values – Online Trust: Applications in Mobile Commerce in Vietnam
A Study on the Chain of Cost Values – Online Trust: Applications in Mobile Commerce in Vietnam
Author(s): Ha Minh Nguyen, Bui Thanh KhoaSubject(s): Economy, National Economy, Business Economy / Management, ICT Information and Communications Technologies
Published by: ASERS Publishing
Keywords: perceived monetary cost; perceived spiritual cost; perceived value; online trust; m-commerce;
Summary/Abstract: Mobile commerce (m-commerce) is making a big difference in the perception of cost, value, and online customer trust in the business. Besides monetary cost, the spiritual cost also contributes to the change in not perceived value but also online trust. Based on qualitative and quantitative research with Structural Equation Model (SEM), the paper examines as well as confirms the negative relationship between perceived cost (monetary and spiritual) and perceived value; moreover, the study also explores perceived value that has a mediating role in the negative relationship between perceived spiritual cost and online customer trust to m-commerce business in Vietnam. Besides, some managerial implications are proposed for m-commerce business via electronic devices.
Journal: Journal of Applied Economic Sciences (JAES)
- Issue Year: XIV/2019
- Issue No: 63
- Page Range: 269-280
- Page Count: 12
- Language: English