The moderating effect of Big Five Personality Traits on the relationship between cue-based trust and perceived risks 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 moderating effect of Big Five personality traits to clarify the relationship between cue-based trust of online retailers and customers’ perceived risks in online payment in Vietnam. Results show that Big Five personality traits - namely high conscientiousness and high agreeableness - moderate the relationship between cue-based trust and perceived risks. Findings may help online retailers to understand better customers’ behavior and convince customers’ acceptance online payment