Articles Vol. 66 No. CĐ4-NCKH 15/04/2025

49. RESEARCH ON THE IMPACT OF SOCIAL NETWORKS ON CUSTOMER TRUST IN THE PHARMACY CHAIN SYSTEM IN CAN THO CITY IN 2024-2025

Doan Ngoc Tan Dat1,2, Thai Ha Ngoc Dan1,2, Tran Thi Quynh Chi1,2, Huỳnh Nhat Hao1,2, q1,2, Vo Thi My Huong1,2, Tran Ba Kien3,4
1 Can Tho University of Medicine and Pharmacy
2 Trường Đại học Y Dược Cần Thơ
3 Hai Duong Central College of Pharmacy
4 Trường Cao đẳng Dược Trung ương Hải Dương
Corresponding author: nphung@ctump.edu.vn
DOI: 10.52163/yhc.v66iCD4.2369
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Keywords
Social networks impact on customers trust pharmacy chain system
Abstract

Objectives: Evaluate the impact scale and related factors of social networks on customer trust in pharmacy chains in Can Tho city in 2024-2025.

Objects and methods: Cross-sectional descriptive study on 425 survey samples from social network users using systematic sampling method.

Results: The results of the SEM model processing through the regression coefficient (estimate) show that information quality (0.263, p < 0.01) has the strongest positive impact on trust, followed by usefulness (0.172, p < 0.01) and interaction (0.162, p < 0.01). Perception of risk has no significant impact on trust (0.013, p = 0.815 > 0.05).

Conclusion: Strengthening social media strategy can enhance customer trust and loyalty towards pharmacy chain system.

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