| dc.description.abstract | The mission of this study is to explore the factors affecting online trust to engage
purchase intention on Bosch Power Tools in Vietnam such as group reference influence,
guaranteed policy and perceived image of websites. The study highlights the improvement
for Bosch Power Tools, especially on online distributions. Analyzed feedback from 320
respondents under multiple tests, hypotheses are proved supported at some independent
variables on dependent variable(s).
Generally, the direct effects of three dependent items on purchase intention are
significant. Regardless, the indirect impacts on purchase intention occurs with only perceived
image of websites. Online trust dominantly exerts biggest direct effect on purchase intention.
The company or Bosch Power Tools department should focus more on group influence
reference, which contributes significantly to online trust that lead to higher purchase
intention. Priority should be taken more on perceived image of websites to impress more
potential customers. | en_US |
