The Impact of Platform, Content, and Social Quality on Trust in Online Donation Activities in Vietnam

Abstract

As online donation activities continue to expand in Vietnam, identifying the determinants of trust among individual and organizational donors has become imperative. Data from 303 valid responses were analyzed using Structural Equation Modeling (SEM). The results indicate that platform quality has the most significant impact on trust, followed by social influence and content quality. These findings underscore the importance of developing transparent and stable platforms, while simultaneously leveraging community outreach and enhancing content quality to consolidate trust and strengthen social cohesion.