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ANH Hl/dNG CUA
NIEM TIN TIEU DUNG TRONG PHAT TRIEN THlJCfNG MAI DIEN TlT TAI VIET NAM
• NGUYlNDLlfC THANG
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Cung vdi xu hrfdng loan cau hda va srf phdt trien manh me cua internet, Ihrfdng mai didn iff (TMDT) dang trd thdnh xu hffdng giao djch td't ydu khdng ehi tai Vidt Nam, md cdn vdi todn the gidi. Tai Viet Nam, tff cdc doanh nghidp Idn de'n doanh nghiep vffa vd nh6, thdm chi cd cdc hd kinh doanh nhd le cung dang dan theo xu the thdi dai cdng nghe thdng tin. Ngoai viec kinh doanh offline truyen thd'ng, hg bdt dau kinh doanh online, Idp website, trang fanpage (giao dieh TMDT)...
Tuy nhien, trong khi sff phdt trien TMDT da trd nen phd bien lai nhieu qud'c gia, thi d Vidt Nam, nhieu ngrfdi diing (ca ngffdi tidu dung va ngffdi ban) cung edn kha than trpng khi lim kiem, mua, bdn vd thanh lodn cdc sdn phd'm trdn cde website. Trd ngai ehinh trong srf phdt trid'n TiVIDT d Vidt Nam la gi? Bdi viet nay, lde gia se de cap den mdt so Idi ich cua TMDT vd dnh hrfdng effa nidm tin tidu dung trong sff phdt Irien TMDT tai Viet Nam.
TiJf khda: Thffdng mai dien tff, van hda, niem tin tidu diing.
1. Ldi md dSu
Thrfdng mai didn tff (TMDT) ehinh Id viec mua ban san pham hay dich vu Ihdng qua internet vd cae phrfdng tidn dien tff khdc. Cdc giao dich nay bao gdm td't ca cdc hoal ddng, nhrf: giao dich, mua ban, thanh todn, dat hang, quang cdo vd giao hang...
Theo Uy ban Thrfdng mai didn tff eua To chffc Hdp lac kinh id' chdu A - Thdi Binh Dffdng (APEC) dinh nghia: "Thrfdng mai didn tff Hen quan dd'n edc giao dich ihrfdng mai trao ddi hang hda vd dieh vu giffa cde nhdm (cd nhdn) mang tinh dien iff chii yd'u thdng qua eac he thd'ng cd nen tdng dffa trdn Internel"[15].
Ciing vdi srf phdi tridn ciia cdc giao dieh TMDT, niem tin vdo mdi trrfdng kinh doanh trrfc luye'n dd vd dang thu hut drfdc srf quan ldm nhieu eua cdc nhd khoa hoc vao ITnh vrfe ndy. Theo
(Chang, Cheung, & Tang, 2013), diid'u niem tin Id rao can rdt ldn irong viec dp dung TMDT. Niem tin Id mdt trong nhffng yd'u Id' quan trpng nhd'l anh hrfdng dd'n quye'l dinh mua sam ciia ngrfdi tidu dung (Kim & Park, 2013). Thrfdng mai dien tff ngdy nay khdng chi gidi han trong pham vi mgt qud'e gia nhd le ma da dffde qudc le'hda. Vide mua bdn cdc san pham vffdt qua bidn gidi qud'e gia da trd nen thudn tidn hdn rd't nhieu cho cdc doanh nghidp va ngrfdi tieu dung, ddng thdi TMDT ciing md ra ed hdi ra't Idn trong vide kinh doanh trrfc luye'n Irong va ngodi nrfdc. Trong hoal ddng mua sam trrfc tuyd'n hien nay, mdt sd' ngffdi tieu dung Iham gia mua sam hd't srfc tich crfc, tuy nhidn eung CO khdng it ngrfdi cdn e de, thdm chi khdng tin trfdng ve hinh thffc mua sam nay. Ddu la nguydn nhdn dan de'n sff khdc nhau ve nhdn ihffc ngffdi lieu diing trong TMDT. Trong TMDT, mdt sd thdng tin
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ca nhdn ciia ngffdi lieu dung se ed thd bi tie't Id qua cdc giao dieh, bdn canh do ehd'l Irfdng san pham hay dich vii nhdn dffdc nhieu khi khdng nhrf mong mud'n cua ngrfdi mua. Ne'u cdc doanh nghidp kinh doanh TMDT dam bao drfde srf an loan thdng lin ed nhdn, ddng thdi dam bao drfdc chd't Irfdng, dich vu cung cap se Id dieu kidn thuc dd'y TMDT.
Nhrf vdy, niem tin ddng mpl vai trd het sffc quan tipng Irong giao dich TMDT.
2. Tdng quan ve TMDT 2.1. SUphdt triin TMDT tai Viet Nam Vdi srf phdt tridn nhanh chdng cua TMDT iren thd gidi. Thang 11/2005, Qud'e hdi Viet Nam da Ihdng qua Lual Giao dich didn iff. Thdng 6/2006, Chinh phii da ban hdnh Nghi dinh sd 57/2Q06/ND- CP vd TMDT... Dau nam 2007, Chinh phu Viet Nam ban hanh Nghi dinh sd 27/2007/ND-CP ngdy 23/02/2007 ve giao dich dien iff trong hoat ddng tdi chinh; Nghi dinh sd 26/2007/ND-CP ngdy 15/02/2007 quy dinh chi tid'l thi hanh Ludt Giao dich dien tff ve chff ky sd' vd dich vu chffng thffc chff ky sd va Nghi dinh sd 35/2007/ND-CP ngdy 08/03/2007 vd giao dich didn iff ti-ong hoat ddng ngan hang. Nhff vdy, Nhd nffdc Viet Nam dd thffa nhdn TMDT Id mdt trong nhffng hinh thffc giao dieh hdp phap.
Hien nay, sff phdt tridn ciia internet, 3G, 4G va cae thidt bi di ddng da lam cho khoang 53% dan so' Vidt Nam truy cap internet, ty Id website cd tinh nang ddt hdng Irffc luyen la 58%, trong dd ty Id website ed linh ndng thanh lodn trrfc tuyd'n Id 15%
trong nam 2015 theo dif bdo TMDT tai Viet Nam cd the dat doanh sd' 4 ty USD [13]. Toe do tang irrfdng TMDT ndm 2017 tdng 25% so vdi ndm 2016 va drfde drf bdo se duy trt tdc dp tang ndy trong cdc ndm tiep theo. Den nam 2020, drf kie'n tai Viet Nam cd khoang 30% ddn sd' tham gia mua sam online, dat 350 USD/ngrfdi [14].
2.2.Cdc hinh thiic thUdng mgi dien td Cd nhieu hinh thrfc Iham gia TMDT vd each phdn chia ede hinh thrfc nay trong TMDT. Nd'u phdn chia theo dd'i Iffdng tham gia Ihi ed 3 doi tffdng ehinh, bao gdm: Chinh phii (G - Govermenl), DN (B - Business) va Khdch hdng (C - Customer hay Consumer). Cac dang hinh thffc ehinh cua TMDT, bao gdm; DN vdi DN (B2B); DN vdi Khdch hang (B2C); DN vdi Nhdn vien (B2E); DN vdi Chinh phu (B2G); Chinh phii vdi DN (G2B);
Chinh phff vdi Chinh phu (G2G); Chinh phii vdi Cdng dan (G2C); Khdch hdng vdi Khdch hang (C2C); Khach hang vdi DN (C2B); online-to-of- fline (020); Thffdng mai di ddng (mobile com- merce).
2.3.NhUng ldi ich tU thUc/ng mai di$n tH Ldi ich eua TMDT khdng ehi dem Iai cho doanfa nghiep ban, ma cdn dem lai nhidu Idi ieh ca eho Ichaeh hdng. Nhd TMDT, doanh nghiep bdn hang cd the md rdng thi trrfdng vdi chi phi dIu trf thd'p vS thudn tidn cho cac ben giao dich. Giao dich bang TMDT nhanh hdn so vdi giao dich truyen thdng.
Trong giao dieh dien tff, khodng each dia ly drfdc rut ngan Iai, se khdng ed srf khdc bidt nhieu giffa thanh thi, ndng thdn hay giffa qudc gia ndy vdi qud'e gia khdc, nhd dd cdc chi phi lidn quan mua bdn va thdi gian giao hang drfde giam xud'ng, ngoai ra TMDT cdn giup cho doanh nghidp kiem soat dffde hdng ton kho va ddng tidn trong kinh doanh...
2.4. NhSng rdo cdn khi tham gia tkid/ng mai di$n tdtgi Vi^t Nam
TMDT dem Iai nhieu ldi ich cho cdc bdn tham gia, tuy nhidn, vide giao dich trrfc tuyd'n vd thanh loan trrfc tuyd'n tai Viet Nam hien cdn nhidu han che. Theo ket qud khao sat nam 2015, hlu het cdc doanh nghidp da sff dung hinh thffc thanh loan chuyen khoan qua ngdn hdng, tuy nhien mffc 66 thanh loan eac giao dich trrfc tuyd'n cdn thap, co khoang 16% cdc doanh nghiep chd'p nhdn thanh lodn diing the dien tff, 4% thanh loan qua vi dien tff [16]. Rdo can Idn nhat dd phdt tridn manh TMDT tai Vidt Nam mdt phSn la do Ihdi quen tidu diing va niem tin tieu dung trong TMDT cua ngrfdi tieu dung sau nhffng srf kidn de Id thdng tin Ididch hdng eung da anh hrfdng khdng nhd den tdm ly ngrfdi tieu diing.
3. Nidm tin tieu dung va anh htf^ng ciia no ddn hanh vi trong mua sam trong giao dich TMDT
3.1. Cdc ye'u to'dnh hUdng dS'n niem tin ti^u ddng trong TMDT
3.1.1. Mdc do danh tie'ng cua nhd cung cdp dich vu
Khi nghidn cffu ve mdi quan he giffa ngffdi mua va ngffdi ban trong ngdnh cdng nghiep truyen thd'ng eho thd'y rang: nhdn thffc cua ngrfdi mua ve danh tie'ng vd quy md cua ngrfdi bdn la nhffng ydu id ddng tin cdy [5]. Dieu nay la do danh tieng va
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quy md cung cap sff dam bao vd Itha ndng tdi chinh, chd't Iffdng vd cde chinh sdch sau ban hang nhd eung cd'p [10]. Jarvenpaa vd edng sff [10]
khang dinh rang nhdn ihffc ciia khdch hdng ve danh tid'ng vd quy md eua cdc doanh nghidp bdn hang tren internet cd anh hrfdng de'n niem tin cua hg trong effa hang.
Danh tie'ng dddc xdc dinh la mffc do ma ngffdi mua nhdn dffde mgt ngrfdi ban chuydn nghidp khi hg eung cd'p cdc sdn pham, dich vu ehd'l Irfdng, cd uy lin [5]. Cde nhd nghidn cffu da nhdn ra rang danh tie'ng cua mdt nha dau iff la mdt ldi san vd hinh quy gia ddi hdi phai dau Iff Idu dai ede ngudn Irfc, nd Irfc vd srf chff y de'n cdc md'i quan he cua khdch hang. Danh tid'ng la dd bi tdn thrfdng bdi vi khd hinh ihanh danh tie'ng hdn Id mat danh tie'ng [11]. Nd la mgt tai san chid'n Irfdc mong manh ed the de dang bi hoen d' hodc bi md't di ndu khdng drfpc bao ve can than [6]. Do dd, mdt doanh nghidp cung ca'p ed danh tie'ng td't drfde eho la se han che hdnh vi cd hdi hay chup ddt trong kinh doanh. Marketing cd dien da drfdc chffng minh danh tid'ng cd lien quan lich cffc de'n long tin eua ngffdi mua trong ngrfdi bdn. Trong mua sam tren internet, danh tid'ng ciia mot nha eung ca'p eung dffdc tie't Id Id cd lien quan dang ke de'n Idng tin ciia ngrfdi tidu diing trong nha eung cd'p [9][10].
3.1.2. Thi phdn ctia doanh nghiep kinh doanh TMDT
Quy md eua doanh nghidp kinh doanh TMDT ty Id vdi mffc dp thi phan ma doanh nghiep chid'm giff trdn thi trffdng [5]. Khi cae doanh nghiep cd thi phan Idn, dieu nay cd nghia la hg cd Irfdng khaeh hdng da dang vd hg phai ludn duy tn cac cam kdt ciia minh vdi ngrfdi lieu dung, ne'u khdng se khdng duy tri drfdc vi the eiia minh trong nganh [5]. Khi eae doanh nghiep TMDT cd quy md ldn, cung ngam dinh rdng cdc doanh nghidp do cd ehuyen mdn trong ITnh vrfe cua minh (nhrf Id cae website drfdc phdt Irien, edc giao dich drfdc ma hda cao hdn, dong thdi eae nha eung cd'p dich vu ed thd bao hanh, den bu cho ngrfdi tidu diing khi san phd'm ldi, khdng an loan), nd'u dieu ndy thrfc hidn se hd trd khuyd'n khieh niem lin cua ngrfdi tieu dung nhrf edc trang va ndng cao long trung thanh effa khaeh hdng [4]. Vai Ird cua quy md va thi phan trong giao djch TMDT cd vai trd to ldn, day la dieu ma cdc trang TMDT tai Viet Nam trong thdi gian qua nhrfSendo,
Tiki, Lazada, Adayroi, shoppy, Thegioididong... da khdng tid'c tien eua nham md rdng doanh sd' va phdt trien thi phan trong thdi gian vffa qua.
3.1.3. Mdc do da dgng hoa cdc kenh tUOng tdc vdi khdch hdng
Sff phat trien manh me ciia internet da lam cho cae doanh nghiep nhdn Ihay lam quan trgng can phai ed nhidu kdnh trfdng lae vdi khdch hdng vd can phai cd srf tich hdp giffa cdc kenh Iruyen Ihdng nhrf(website, didn thoai, email, Facebook, zalo...).
Srf tich hdp nhieu kenh iffdng lde se tao ra Idi thd trong eanh tranh vi nhu eau ciia ngrfdi tidu dung ddi hdi ngay cang cao ve san phd'm, dich vu. Trong qua trinh cung cap edc dich vu, cae nhd quan ly can phai dam bao srf ihd'ng nhd'l he thd'ng thdng tin khach hang trong edc phffdng thffc iffdng tdc. Mdt trong nhffng diem quan Irgng trong qua trinh irfdng tdc vdi khdch hang Id doanh nghiep can phai tao srf thoa mdi nha't cho khach hang, nhffng trai nghiem Ihoai mdi irong mua sdm trrfc tuyd'n. Dd'i vdi eae nhd cung cd'p dich vu TMDT, neu hg da cd sdn cae effa hang thi vide cung cd'p edc san pham trrfc luye'n se lam gia tang niim tin cua ngrfdi tieu dimg.
Trong edc giao dich qua cdc kenh trfdng tac, khdch hang thrfdng mong dpi td't cd cdc tie'p xuc hodc kenh trfdng tac de eung cd'p thdng lin ehinh xdc vd khdng ihien vi, de dang va lien lac nhd't qudn [17]. Dd'i vdi ngrfdi tidu dung, doanh nghiep cd nhilu kdnh trfdng lae khdc nhau se cho phep hp giao lie'p vdi nhd cung cap thdng qua nhidu phrfdng tidn khdc nhau, dieu ndy se mang Iai cho hg srf lien Idi hdn vd tang srf quan ldm eua ngrfdi tidu diing trong nha cung cd'p. Vide thrfc hidn eae che'dd sau ban hang (bao hdnh, sffa, hodn tra san phd'm) thudn lien cho khach hang eung gdp phIn gia tang niem tin ngffdi lieu dung dd'i vdi cac doanh nghiep cung cd'p.
Nhff vdy, eae kdnh lidn lac tich hdp day dii eua mdt nha eung cd'p TMDT se Idm tang sff quan tam cua ngffdi tieu dung trong nhd cung cd'p, ddng thdi se lam tang mffc dp tin iffdng ciia ngffdi lieu dung dd'i vdi dich vu cua nha cung cap. Ngffdc lai, il tich hdp cdc kenh tffdng lde ed xu hrfdng giam nidm tin ciia ngrfdi tidu dung vdo nha cung cd'p.
3.1.4. Mdc do an todn trong giao dich cua doanh nghiep cung dng TMDT
Mpl he thd'ng srf tin cay vd bao mat thdng tin khdch hdng se cho phep giao dich qua internet
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drfdc bao mat vd thanh cdng. Nghien cffu trrfdc ddy dd chffng minh rang riii ro khdng chi phu thudc vdo ngffdi lieu diing, md cdn lien quan de'n dd'n doanh nghiep trong viec chia se thdng tin the tin dung hoae the ghi nd qua Internet. (Ambrose vd Johnson, 1998) nhdn thd'y rang, sff tin Iffdng khdng ddng tin edy vdo sff an todn va dp tin edy cua eac giao dieh qua internet la mdt md'i quan lam rd rdng cua ngffdi tieu dung. Ngodi ra, (Kini vd Choobineh, 1998) lap ludn rang cdc ddc tinh dam bao ciia he thd'ng md ngffdi lieu dung tffdng tdc vdi nhau Id rat quan trpng trong vide phat trien vd duy tri Idng lin cua ngrfdi tidu dung.
3.2. H^ qud c&a niem tin ngUdi tieu dung 3.2.1. Niem tin ngUdi tieu ddng vd y dinh tham gia giao dich TMDT
Theo (Ajzen vd Fishbein,1980) da dd xua'l ly Ihuye'l hanh ddng ed ly ludn (TRA) ve phan tich qua tnnh tdm ly vd md'i quan hd giffa cae niem tin, thdi dp va hanh vi. Ly Ihuye'l ndy khang dinh rdng y dinh Ihffc hidn hdnh vi drfde xdc dinh bdi thai dp eua ed nhdn dd'i vdi hdnh vi vd thai dd eiia mdt ngrfdi bi anh hrfdng bdi niem lin cua hp. Nghidn cffu edn eho rang niem lin cd md'i quan hd ddc biet
ydu Id' quan trpng anh hrfdng dd'n quye't dinh mua cua ngffdi tidu dung. Khdng gid'ng nhff thi trffdng kinh doanh truyen Ihd'ng, ngrfdi tieu dung cd ih^
giao dich vdi ede nha eung cd'p Iff xa ma hp ehrfa tffng gap vd cde san ph^m khdng the cham vao vS edm nhdn dffdc. Do dd, ngffdi lieu dung ed xu hrfdng mien crfdng thrfc hidn giao dich vdi c^c doanh nghidp ma ehi drfa tren thdng tin dffdc cung cap bdi edc nhd cung edp thffdng mai didn tff, cd the Ihdng lin cung ca'p khdng ddng tin cay.
(McKnighl vd cdng sff, 1998) eho rang, niem tin cd the se trd nen mong manh ne'u rui ro nhan Irong nhdn thffc ciia khdch hang cao, khach hdng se ban chd' sff dung giao dich TMDT. Mat khdc, (Ganesan, 1994) Iai lap ludn rdng. niem lin ed th^
Idm giam nhdn thffc eua ngrfdi tidu dung ve mffc dp rui ro lien quan de'n hdnh vi eua ngrfdi ban. Nhrf vdy, trung gian giffa nhdn thffc rffi ro va y dinh mua hang trrfc tuyen cd the la nhan dinh vd thdi dd ciia doanh nghiep vdi khaeh hang.
Md hinh ve md'i quan he giffa edc ydu td dnh hrfdng den niim lin khach hang vd hinh thanh j dinh mua hdng trrfc luydn cd thd drfdc md la qua hinh sau:
Hinh 1: Mo hinh moi lien he giifa cac nhan to den niem fin va y dSinh mua hang trtJc tuyen Danh tie'ng DN cung CTng
Thj ph6n DN cung Cfng Sif da dqng hoa kenh ti/dng tac trong giao djch
MCrc dp an toan trong giao djch TMDT
thdi do, khi cdc doanh nghidp eung ffng tao thdi dd tich cffc, sff thudn lien trong vide giao dieh, se lao ra niim tin cua ngffdi mua. Iff dd cd the nay sinh y dinh mua hang eua khdch hang. Nhff vdy, sff tin tffdng cd the coi nhff la mdt tdc nhdn dnh hffdng den y dinh mua sam trrfc tuyd'n.
3.2.2. Niem tin ngudi tiiu diing vd nhdn thdc rui ro
Trong thi trrfdng trffc tuyen, cac vd'n de nhff bao mat, quyen ridng tff va nhdn Ihffc rui ro la nhffng
4. Cac gtfi y va kd'^t luan
Bdi vid't dffa trdn sff tdng hdp edc ly Ihuydt v^
cdc nghien cffu vd hanh vi mua sam cua ngrfdi tidu diing tien internet, trong do nidm tin eua tidu dung la yd'u id anh hrfdng den hdnh vi ngrfdi tieu dung trong dirfdng mai didn iff. Bai vid't da d l xud't mot md hinh ly thuye't drfa tren stf tdng hdp eae quan didm nghidn cffu ve anh hrfdng cua mdi sd yeu td dd'n niem tin lieu dung trong giao dieh tiirfdng mai dien tff.
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Ddu tien, tac gia eho rang cae doanh nghidp kinh doanh thffdng mai dien iff mud'n phai trien, can ihid'l lap danh tid'ng tren thi trffdng thdng qua vide lang cffdng cdc hoal dpng quang cdo, kidm duyet va cung cap eac san ph^m chd't Irfdng va tang cffdng ehd dp sau ban hang ddi vdi san pham eung ffng.
Thd hai, viec duy tri vilhd'dan ddu hoac trong top cac doanh nghidp din dau Ihi phan eung ffng se giup cac doanh nghiep xdy dffng dffdc niem lin ngrfdi tidu diing, giiip cho ngrfdi tidu diing se de dang chap nhan hdn trong giao dich dien tff.
Thd ba, sff da dang cae kdnh trfdng tdc vdi khaeh hang, ddng thdi cac doanh nghiep tdng cffdng cae boat ddng an loan nham bao ve ngrfdi tidu dung trong TMDT. Dam bao he thd'ng eung ffng web se lao lien de hd trd cho cde boat dpng
khac nham gia tang niim tin ngrfdi tidu diing trong mua ban trdn internet.
Thd tu, bdi vid't cdn eho thd'y ihdi dp va y dinh tham gia vao cac hdnh vi thrfdng mai didn tff cua ngffdi tieu diing cd anh hffdng dd'n niem tin thdng qua nhdn thffc ve rui ro trong giao dieh didn tff. Khi ngffdi tidu dung nhdn thd'y ed nidm lin se ldm giam di rui ro trong nhdn ihffc.
TMDT hidn nay da drfdc tridn khai khd phd bie'n d Viet Nam, luy nhien nhffng nghidn crfu vd TMDT va hanh vi ngrfdi tidu diing trong TMDT hien nay ehrfa nhieu. Thdng qua bai vie't, lae gia hi vpng se cung cap mdt so' quan diem giiip cho cac doanh nghiep ed the kinh doanh lang them nhffng hidu bid't dd ed thd thiic da'y TMDT tai Viet Nam phdt tridn td't hdn trong thdi gian tdi •
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Ngay nhdn bai: 2/1/2019
Ngay phan bidn danh gia va s^a chffa: 12/1/2019 Ngay chap nh§n dang bai: 22/1/2019
Thong tin tdc^gid:
ThS. NGUYEN D C C THANG
Khoa Kinh te - Quan tri kinh doanh, Dai hpc Md - Dia chd't
THE IMPACT OF THE CONSUMER CONFffiENCE ON THE GROWTH OF E-COMMERCE IN VIETNAM
• Master. NGUYEN DUC THANG Faculty of Econonnics a n d Business Management
Hanoi University of Mining and Geology ABSTRACT:
Along with the trend of globalization and the rapid developmenl of the Internet, e-commerce has become an inevitable trading trend for not only Vietnam but also the whole world. In Vietnam, from large enterprises lo small and medium enterprises, even small businesses are gradually following this ttend of the information technology era. Besides doing business under traditional ways, these enterprises have started doing online businesses through setting up websites and Facebook fanpage to handle e-commerce transactions. However, while the e-commeree has become popular in many countries, many users (both consumers and sellers) are quite cautious when searching, buying, selling and making payment on websites. This article is to identify some benefits of e-commerce and the impact of the consumer confidence factor on the growth of e-commerce in Viemam.
Keywords: E-commeree, culture, consumer confidence.
176 So 2 - T h d n g 2/2019
