Behavioral Intention and Behavior of Using E-Commerce Platforms for Online Purchases and Payments by Vietnamese Consumers

Abstract

The study was conducted to determine the factors affecting the behavioral intention and behavior of using e-commerce platforms for online purchases and payments by Vietnamese consumers, through the application of the unified theory of acceptance and use of technology (UTAUT2) model. The methods of Cronbach's alpha test, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling analysis (SEM) were used with the SPSS and AMOS software. Besides inheriting the UTAUT2 model, this study has supplemented the UTAUT2 model by adding other related consumer constructs. The findings of the study indicate that there are four factors that have a positive effect on behavioral intention, such as effort expectancy, social influence, hedonic motivation, and autonomy. Besides, performance expectancy has a negative impact on behavioral intention. The factors that have a positive impact on use behavioral that are behavioral intention and facilitating conditions. The factors that have a negative impact on use behavioral that are habits and e-payment. This study has some important managerial implications, and it was proposed to primary stakeholders. This study may prove diagnostically useful to the behavioral intention and behavior of using e-commerce platforms for online purchases and payments of Vietnamese consumers.