Summary of Business administration Doctoral dissertation: A study on the perception of mental benefits, hedonic value, and online trust impact on electronic loyalty - A view of customer’s anxiety

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The dissertation has discovered and contributed empirical evidence on the relationship of concepts in the research model in Vietnam market through a survey of 917 online shopping customers in five provinces and cities with the High e-commerce index as reported by the Vietnam E-Commerce Association, including four major cities (Hanoi, Hai Phong, Da Nang, and Ho Chi Minh City) and Binh Duong Province. The research results show that (1) electronic loyalty in the context of Vietnam consists of 3 components, namely, preference, interaction, and the personal information disclosure; (2) a perceived mental benefit of 4 components, including, perceived shopping enjoyment, perceived social interaction, perceived discreet shopping, and perceived control; (3) There is a positive relationship between perceived mental benefits, online trust, perceived hedonic value, and electronic loyalty; and (4) levels of anxiety that affect the relationship between the constructs mentioned above.

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