A Study On The Influencing Factors To Vietnamese Consumers' Intention In Online Shopping

Purchasing is a process in which consumers tend to make many decisions,fulfill many different roles,and be influenced by many factors.The purchasing process consists of five steps: identifying requirements,seeking product information,evaluating alternatives,purchasing decisions and evaluating purchase.Online shopping is the act of buying goods or services on the Internet.In this thesis,the term “online shopping” is explained as follow: “online shopping is buying goods or services through the Internet”.This purchasing process is conducted by customers through a virtual store / online store.During this shopping process,buyers and sellers / sales person do not directly contact each other and all transactions are conducted through the website.It can be seen from the above shopping process that the purchasing intention is one of the most important factors determining consumer behavior.Moreover,purchasing intention could be used to assess future behavioral capabilities.Therefore,I use quantitative methods to examine DTPB model(Deconstruction Theory of Planned Behavior)and proposed research hypotheses to identify which factors are likely to significantly affect consumer online shopping intention.To ensure the validity of the study,403 questionnaires were processed in this paper.After the questionnaires were collected,I encoded and entered the data,and then processed the data using the 20 th edition SPSS software.The research data analysis included the following steps: factor analysis,exploratory factor analysis,scale validity analysis,correlation analysis,regression analysis and ANOVA analysis.The thesis identified the factors that influence Vietnamese consumers' online shopping intentions including attitude,reference group,perceived behavioral control,and control variables.I also examined some hypothesis that existed in previous studies.These are the effects of consumer characteristics(gender,age,education and income)on online purchase intentions.The thesis shows that attitudes are directly influenced by perceived usefulness,perceived ease of use,and compatibility.The research results also show that inaddition to these relationships,consumers' attitudes to online shopping are also influenced by the perceptions of reference groups and perceived behavioral control.The paper's findings also suggest that state level management agencies and online retailers provide some suggestions to minimize risk perception and develop consumer's trust in online shopping,in order to stimulate Vietnamese consumers' online shopping intentions.