Factors Influencing Online Shopping Intention: An Empirical Study in Vietnam

• 발행기관: 한국유통과학회
• 저자명: Ngoc Thang HA Thi Lien Huong NGUYEN Thanh Van PHAM Thi Hong Tham NGUYEN
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.3, 1257~1266쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.03.30

영문 초록

The study examines factors that influence shopping intention of online consumers in Vietnam. Studied factors include consumers’ attitude, subjective norms, perception of behavioral control, perception of usefulness, perceived risks and trust. The expansion of Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) are used as basic theories. We have surveyed people who have experiences on online shopping. There are 836 selected questionnaires that are qualified for data processing. The collected data are analyzed through a process which starts from scale reliability test to exploratory factor analysis (EFA), correlation analysis and regression analysis. The results show that shopping intention of online consumers are positively affected by their attitude, subjective norms, perception of behavioral control, perception of usefulness and trust. In contrast, online shopping intention is negatively affected by the perceived risks that online shopping could bring. Among those factors, the perception of risk is shown to have the strongest influence to online shopping intention. The findings of this study suggest that managers and retailers can apply cash-on-delivery method and design their website with user-friendly interface to enhance online shopping intention of consumers. The Government is also recommended to fulfill the law system to reduce customers’ perception of financial risks.

목차

1. Introduction

2. Literature Review and Hypothesis

3. Research Method

4. Research Results

5. Discussion and Implications

References

키워드

Attitude Behavioral Control Ease of Use Online Shopping Intention Subjective Norm