Abstract
The Covid-19 outbreak has turned out an opportunity for a recent noticeable increase in online shopping in Vietnam. Hence, this paper aims to discover how online shoppers react to their purchasing behaviour during Covid-19 time in terms of perceived benefits perspective. Based on the collected data from 427 Vietnamese online respondents during the social distancing period due to Covid-19, the research analyses the role of Covid-19 as a moderator variable in the relationship between benefits perception of the consumer and their online shopping activity. The result shows Covid-19 plays a moderating role in consumer’s awareness of utilities, which encourages shoppers towards Online shopping. However, the affection of society could be a reason that consumers become more hesitant to shop online. In the meanwhile, awareness of the Covid-19 pandemic and marketing policies do not impact on online shopping significantly during the Covid-19 pandemic which is a conflict with previous researches. These findings can contribute to understanding consumer behaviour comprehensively, help companies deal with similar situation as well as recommendations for the government to support businesses effectively in the future.
Highlights
It should be clearly stated that Online shopping is growing as a popular modern channel for Vietnamese consumers in recent years, fuelled by high internet penetration
The results showed that the Covid-19 epidemic had a significant influence on the online shopping behaviour of Vietnamese customers
Conclusion on the results The study focuses on how the online shopping intentions of Vietnamese consumers have changed during the Covid-19 epidemic based on related benefits, at the same time measures the effect of the Covid-19 moderator variable on their online shopping behaviour
Summary
It should be clearly stated that Online shopping is growing as a popular modern channel for Vietnamese consumers in recent years, fuelled by high internet penetration. According to a Neilson’s survey on how Covid-19 has impacted on Vietnamese consumers, 25% of respondents said that they have increased their online shopping and have reduced their out-of-home consumption occasions (Neilson, 2020). The Vietnamese government has taken strong solutions to prevent the disease, including social isolation, encouraging online shopping to prevent crowds and social exposure. How does this affect online shopping habits, and how does consumer behaviour change during and after the disease outbreak? The research aims to explore whether it is only temporary behavioural change because of the benefits of online shopping during the Covid-19 pandemic or it is a real chance for many businesses to be more aggressive with their digital strategies after the Covid-19 epidemic is under control How does this affect online shopping habits, and how does consumer behaviour change during and after the disease outbreak? The research aims to explore whether it is only temporary behavioural change because of the benefits of online shopping during the Covid-19 pandemic or it is a real chance for many businesses to be more aggressive with their digital strategies after the Covid-19 epidemic is under control
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