The mediating effect of perceived risks on the relationship between cue-based trust and customers’ reluctance in online payment in Vietnam

Abstract

Vietnamese consumers have embraced online shopping but appear reluctance to use online payment. In this paper, we investigate the mediating effect of perceived risks to clarify the relationship between cue-based trust of online retailers and customer s’ reluctance in online payment in Vietnam. Findings may help online retailers to understand better customer s’ behavior and convince customer s’ acceptance online payment.