THE IMPACT OF TRUST AND SYSTEM DESIGN ON E-MARKETPLACE ADOPTION BY SUPPLIERS IN VIETNAM

This study analyzed factors influencing e-commerce adoption by suppliers in Vietnam, focusing specifically on the mediating role of trust and the impact of e-marketplace system design. The research objective was to develop an integrated model to assess e-commerce adoption, analyze the mediating role of trust, and examine the impact of e-marketplace system design. The study employed a quantitative approach with data collected from 515 suppliers in Vietnam and analyzed using PLS-SEM structural equation modeling. Results showed that perceived usefulness, trust, and seller data security positively influenced e-commerce adoption, while perceived ease of use had no direct effect. Seller data security had the strongest overall influence, primarily through indirect effects. The study concluded that e-marketplaces should focus on enhancing data security, emphasizing business benefits, and building trust to attract more supplier participation.