Factors Affecting E-satisfaction and E-trust of Garment Shoppers: Evidence from Vietnam

This study aims to examine the factors affecting the e-satisfaction and e-trust of Vietnamese consumers when purchasing garment products online, especially in the current period when e-commerce in Vietnam is developing at a very fast rate. An adopted research model was used to test the influence of five factors affecting e-satisfaction and e-trust of online shoppers, which are product quality, delivery service, price, website quality and promotion. A self-administered online survey was conducted to collect the data. After three months, we received 1,037 valid responses for analysis. Data was run in SPSS and AMOS 25.0 software to test the research hypotheses. Research results show that all five factors affecting the satisfaction and trust of Vietnamese customers for garments online purchase. Notably, product quality and delivery service are the two main factors causing the most substantial impacts on e-satisfaction and e-trust of Vietnamese garment shoppers. Thereby the author would like to give some recommendations for managers in developing e-satisfaction and e-trust of Vietnamese consumers when purchasing garment products online.