FACTORS AFFECTING THE DECISION TO SHOP ONLINE VIA E-COMMERCE PLATFORMS IN VIETNAM

Abstract

The purpose of this study is to develop a better understanding of factors affecting online shopping behavior via e-commerce platforms among Vietnamese consumer. The survey was conducted online by 346 consumers in Vietnam to test the proposed conceptual model of online shopping intention using multiple regression analysis. The research methodology used in this study is combining TAM and TPB (C-TAM-TPB). The results support all proposed hypotheses. Perceived Usefulness, Perceived Ease of Use, Perceived Risk, Social Influence and Awareness of Behavior Control are the factors that have direct impacts (positive and negative) on online shopping decisions of Vietnamese consumers via e-commerce platforms. Based on the findings, business managers can have a better understanding of online shopping behavior of Vietnamese consumers. Especially, e-commerce marketers should develop strategies to promote customers' purchasing decisions among Vietnamese consumers. There is positive evidence to show that Vietnamese e-commerce platforms have enormous potentials for development; meanwhile, the ecommerce industry in Vietnam are becoming more competitive. The findings of this study are expected to help marketers and businesses remain competitive via proposed managerial implications.