Factors Influencing Cash-On-Delivery Adoption In Vietnam: The Mediating Role Of Perceived Security

Abstract

This study investigates the factors influencing the adoption of the Cash on Delivery (COD) payment method among Vietnamese online users. This study utilizes the Technology Acceptance Model (TAM) as its theoretical framework, incorporating perceived trust, avoidance of privacy issues, avoidance of financial risk, and perceived security to examine their impact on the adoption of Cash on Delivery (COD). Data were collected from 395 online shoppers in Vietnam through a self-administered questionnaire. The findings demonstrate that felt security significantly mediates the relationship between perceived trust, avoidance of privacy concerns, avoidance of financial risk, and the adoption of cash on delivery (COD). These findings have substantial implications for e-commerce businesses, governmental entities, and researchers aiming to enhance customer trust and security in digital transactions.