摘要：This study aimed to investigate the relationship between security, individuality, reputation on cognitive trust, perceived risk, consumer attitudes, and purchase intention of online shopping. This study extended the model of customers “online shopping intention, including from the positive impact of customer trust and the negative impact on customers” perceived risk on online sales businesses. The research method used to evaluate and test the scale and theoretical model in the study is quantitative research with sample size n = 358 through the survey to deliver questionnaires directly to subjects in Vietnam. Structural equation modeling (SEM) was employed for data analyses. The results showed that security, and reputation positively affect cognitive trust, whereas it negatively affects perceived risk. Additionally, privacy has a negatively influence cognitive trust and perceived risk. Besides, cognitive trust had a positive influence on attitudes towards online shopping, but perceived risks negatively affect attitudes towards online shopping. In addition, the attitude towards online shopping positively affected customers’ intention to purchase online. Finally, attitude as a mediator, we confirm that there exists an indirect relationship between cognitive trust, perceived risk and purchase intention, which make a considerable contribution to a better insight into consumer behavior on online shopping in Vietnam. This study gave enterprises owners’ recommendations which is understanding the nature of online transactions which are customers and enterprises interact and transact mainly through websites and interfaces, which needs to build trust and peace of mind for customers is definitely consider seriously. The results may be generalized to a limited extent.
