THE MEDIATING ROLE OF TRUST IN VIETNAMESE UNDERGRADUATES’ INTENTION TO USE FOREIGN-LANGUAGE EDUCATION SOFTWARE

Abstract

Amid the expansion of digital education, online language-learning software is increasingly adopted by university students. This study identifies the determinants of students’ intention to use and examines the mediating role of customer trust. Using a snowball sampling technique during a three-month period (January - April 2025), survey data from 378 Vietnamese undergraduates were analyzed using partial least squares structural equation modeling (PLS-SEM). Results indicate that trust is the dominant mediator linking usage experience and social proof to intention to use. User reviews exert the strongest effect on trust, followed by perceived convenience and perceived quality. Notably, influencer endorsements have no significant impact. The study recommends that language-learning platforms prioritize user-experience improvements and encourage authentic user feedback rather than relying primarily on KOL-driven promotion. By leveraging the power of electronic word-of-mouth (eWOM), platforms can effectively build trust and promote students' intention to use the foreign-language education software.