Abstract
This study aims to investigate the impact of factors affecting the online shopping intention of the consumer on the Lazada e-commerce website in Ho Chi Minh City. The study confirms the theoretical analysis of consumer behaviour: Technology Acceptance Model (TAM) and Theory of Reasoned Action (TRA), as well as compares the previous research articles related to online shopping intention of domestic and foreign authors. The model was tested with a survey sample (n=401). Factor analysis technique in SPSS was used to classify factors which influence buyers while shopping online. From the survey results from 401 customers, the author pointed out five factors positively affecting online purchase intention which include perceived ease of use, perceived usefulness, perceived price, perceived trust and website quality. The other factor is the perceived risk that has negatively affected customers' online shopping intentions. Since then, the research offers the causes, solutions, and implications to help traders on e-commerce sites capture the needs and psychology of customers and help them partially improve their ability to attract customers online shopping in Ho Chi Minh City.
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