The Adoption of Electronic Payments in Online Shopping: The Mediating Role of Customer Trust

This study investigates the factors influencing electronic payment in online shopping behavior among Ho Chi Minh City consumers. With the rapid advancement of technology, e-commerce has become a new trend, and understanding the intention to adopt electronic payment is crucial for online businesses. The research employs quantitative and qualitative methods, utilizing a survey of 437 Ho Chi Minh City consumers. The data collected is processed using SPSS 24 and SmartPls4 software. Eight factors related to consumers' intention to use electronic payment are identified: social influence, security, perceived usefulness, convenience, ease of use, customer trust, perceived risk, and performance expectancy. The study's findings will contribute to the existing knowledge base for businesses, facilitating the promotion of electronic payment adoption. This support will aid businesses in developing more attractive online sales strategies, encouraging consumers to shop and pay online more frequently and, at the same time, contribute to supporting departments in formulating policies for digital payments, thereby promoting national digital transformation.