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Shopping value, trust, and online shopping well-being: a duality approach

Ho Trong Nghia (International School of Business, University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam)
Svein Ottar Olsen (School of Business and Economics, UiT Arctic University of Norway, Tromso, Norway)
Nguyen Thi Mai Trang (School of Management, University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 19 March 2020

Issue publication date: 23 June 2020




Based on a duality approach, this study examines the path from utilitarian value via cognitive trust versus hedonic value via affective trust in online shopping well-being. This study also explores the moderating role of extraversion in the relationships between shopping value and trust.


A data set collected from 648 online consumers in Vietnam was used to validate the measures employing confirmatory factor analysis (CFA) and to test the hypotheses using structural equation modelling (SEM).


The results show that online shopping well-being is determined hedonically and affectively rather than in an utilitarian manner and cognitively. Affective trust positively contributes to online shopping well-being, but cognitive trust does not. The dual-process associations between utilitarian shopping value and cognitive trust and between hedonic shopping value and cognitive trust were also confirmed. Finally, extraversion moderates the cognitive and affective associations between shopping values and trust.


This study contributes to the literature on online shopping by applying a dual perspective to confirm the role of hedonic shopping value and affective trust in positively determining online shopping well-being. As a result, this study provides a deeper understanding about if and why online shopping well-being is affect-based, instead of cognition-based.



This research is funded by the University of Economics Ho Chi Minh City, Vietnam.


Nghia, H.T., Olsen, S.O. and Trang, N.T.M. (2020), "Shopping value, trust, and online shopping well-being: a duality approach", Marketing Intelligence & Planning, Vol. 38 No. 5, pp. 545-558.



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