A Study on Factors of the E-Purchasing Product Intention toward a Dynamic Vietnamese Internet Shopping

Abstract

Vietnam in recently years is considered to be a country with rapid development of the e-commerce with a lot of online shopping sites e.g., Shoppee, Lazada, Tiki, and Adayroi. These sites provide a high variety of products from household devices to motorbike. However, Vietnamese people are still aware of risk in doing e-purchasing. They often go to tradition outlets to buy products. This study aims to investigate the antecedents of customers’ intentions for the case of using Internet as a new way to purchase products in Vietnam. A research model is developed relied on the integration of theory of Technology Accepted Model and Perceived risk theory to predict customer intentions to online shopping. Five factors are included in this research: Perceived Usefulness, Perceived Ease of use, Perceived Risk, Customer’s Attitude and Customer’s intention. A convenience sample of 336 respondents was collected through online and offline survey. The results of this study support that exist a positive relationship between Perceived ease of use and Perceived usefulness. Attitude, in turn is positive affected by Perceived ease of use and Perceived usefulness in which Perceived ease of use has stronger influences. While perceived risk negative impacts customers’ intention, perceived risk and Perceived usefulness, on the other hand, positive influences customers’ intention. All hypotheses are supported. It is evident that online shoppers intention are evaluated mostly based on their attitude, perceived usefulness, perceived ease of use and perceived risk.

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