Factors affecting consumer purchasing behavior on e-commerce platforms in Hanoi city, Vietnam, during the COVID-19 pandemic and implications for the postpandemic era

Abstract

This paper examines the determinants of consumer buying behavior on e-commerce platforms in Hanoi city utilizing factor analysis and regression techniques, with fear of the COVID-19 pandemic serving as a moderating variable. Drawing on a survey of 203 consumers in Hanoi who made purchases through e-commerce platforms, the research findings reveal that four key factors significantly impact consumer purchasing behavior: perceived risk, perceived ease of use, fear of the pandemic, and perceived usefulness. Notably, perceived risk emerges as the most influential factor. Moreover, when fear of the pandemic acts as a moderator, consumers exhibit reduced concern for other risks, consequently driving a surge in online shopping during the pandemic in Hanoi. These empirical insights offer valuable implications for enhancing the performance of e-commerce enterprises and optimizing the customer experience on e-commerce platforms in the postpandemic era.