The Sustainable Role of the E-Trust in the B2C E-Commerce of Vietnam

Vietnam, as a new emerging market, especially in e-business, has been promoting its emerging e-commerce market in Southeast Asia using aggressive players such as Lazada. Nonetheless, Vietnam has strong cultural background of risk-averse attitudes, like other developing countries, thereby deferring sustainable transformation into the e-business revolution. Therefore, it is necessary to examine the factors leading to the sustainable performance of e-commerce businesses, because highly risk-avert attitudes still cause many problems due to low levels of trust. In this perspective of trust, this research may contribute to promoting Vietnamese online shopping trends and suggesting ways for sustainable business to achieve success in B2C e-commerce. The purpose of this research is to examine whether or not the characteristics of e-service quality (usefulness, convenience, security, responsiveness, and assurance) have a positive influence on customer loyalty, one of the sustainable success factors in this growing e-commerce industry in Asian markets. Using questionnaires and structural equation modelling, we concluded that it is crucial to promote e-trust as a vital element, because it lacks, in the short-run, an initial e-trust