Brand Trust and Online Shopping Intentions

In Vietnam, in the period from the beginning of 2020 until now, when the COVID-19 epidemic broke out, there has been a marked change from traditional sales models to online sales models, and the number of consumers participating in shopping is increasing rapidly. Therefore, studying consumer online shopping behavior trends will help businesses understand the shopping habits and behaviors of customers, from which they can develop policies and strategies to promote the online shopping behavior of consumers. The study was based on a field survey using a semi-structured questionnaire with a sample of 300 customers. But only 245 of the filled-out questionnaires were satisfactory and therefore included in the analysis. By using several statistical analytical tools, i.e., descriptive statistics, and Cronbach’s Alpha analysis, the study has identified and measured eight (8) attributes of the brand trust and online shopping intentions of Hanoi consumers in Vietnam that have great effects on consumers. Based on the findings, some recommendations are given to online retailers to improve brand trust and online shopping intentions among Hanoi consumers.