Online Shopping in Relationship with Perception, Attitude, and Subjective Norm during COVID-19 Outbreak: The Case of Vietnam

Abstract

People all across the world, especially in Vietnam, have been motivated to make online purchases since the COVID-19 pandemic, which started in early 2020. Despite the problematic developments of the COVID-19 pandemic throughout the 2020–2021 period, Vietnam has experienced a considerable increase in e-commerce, both in terms of users and revenue, contributing considerably to national economic growth. The purpose of this study is to examine how COVID-19 affects Vietnamese customers’ online purchasing decisions. We conducted a survey of 638 Vietnamese internet shoppers for this, and the results were analyzed using SPSS. The results show that attitudes, perceived ease of use, perceived usefulness, and subjective norms all positively and significantly impact customer purchase intention. The desire to make an online purchase, however, is negatively and negligibly impacted by perceived risk. Online purchasing behavior is positively influenced by the intention to buy online. The perceived risk of the COVID-19, in particular, significantly modifies the relationship between perceived usefulness and perceived usability and online shopping intention, but only marginally modifies the relationship between attitude, subjective norms, and perceived risk and online purchase intention. Using a combined Theory of Acceptance Model (TAM) and Theory of Planned Behaviors (TPB) model with COVID-19 as an external model variable, the study adds to the body of knowledge by providing empirical findings.

How perceived usefulness leads to green purchase intention with a mediating effect

“…Mediation is an indirect-only process (Zhao et al, 2010). The indirect path of Perceived usefulness to attitude and attitude to green purchase intention all are significant (P<0.1) ) as our current study goes along with Nguyen et al, 2022;Shao et al, 2022) in their findings on the imporatce of attitude as mediator as well as the connection between PU and attitude. R 2 and q 2 value assessment A structural model's "(coefficient of determination)" value is used to assess it.…”

“…Our study offered empirical evidence to confirm previous studies' findings (Chu, 2023;Mahama Braimah et al, 2023;Rehman et al, 2019) that these characteristics have a significant impact on consumers' purchase intentions. However, the significance of PU and perceived ease of use (PEOU) within the Technology Acceptance Model (TAM) framework has been the main focus of earlier studies ( Nambiar & Bolar, 2022;Nguyen et al, 2022;Yoon & Lim, 2020). Additionally, as suggested by earlier studies (Nguyen et al, 2022;Wang & Li, 2022) our investigation took a wide range of variables into account that affect perceived usefulness, such as frugality, peer pressure, trust, and environmental concern.…”

“…PU influences customers' buying intentions (Rehman et al, 2019;Wang & Li, 2022). While other studies supported that and centered on the importance of PU and perceived ease of use in TAM (Nambiar & Bolar, 2022;Nguyen et al, 2022;Sarkar et al, 2022). Furthermore, it has been said that many factors affect perceived usefulness, such as PEOU, subjective norms, self-efficacy, technology, and price risk (Nambiar & Bolar, 2022).…”

“…This response or motivation came toward a general evaluation of a specific brand, including the effect of surrounding factors (Kerber et al, 2023). Intent to buy a particular product has been demonstrated to be a decent forecaster of actual purchase behavior (Dong et al, 2022;Nguyen et al, 2022;Wei et al, 2021). Many examinations have been conducted on consumer behavior toward sustainable products (Graça & Kharé, 2023;Sun & Xing, 2022).…”

Consumption Behaviour towards Branded Functional Beverages among Gen Z in Post-COVID-19 Times: Exploring Antecedents and Mediators

“…The COVID-19 pandemic has arguably been an enormous global shock to health, economies, and daily life [ 25 ]. The countries were faced with major challenges in this extraordinary situation: collapses of their healthcare systems, including workforce shortages; poorly developed primary and preventive care; low health expenditure [ 26 ]; colossal disruption in the supply chain networks of medicines, masks, ventilators, testing kits, and commodities required for daily care; high mortality rates among patients with concomitant diseases [ 27 ]; job loss; imposition of lockdown and social distancing measures such as closing schools, stores, restaurants, and bars and prohibiting public activities [ 28 ]. All companies, regardless of the size and type of their business activities, had to adapt their business models to the new normality, taking into consideration changing consumer behaviour [ 29 ].…”