2. Factors affecting online shopping attitude: A case study in Vietnam
DOI:
https://doi.org/10.61591/jslhu.25.516Từ khóa:
Online shopping; Perceived usefulness; Ease of use; Trust; Safety level.Tóm tắt
The Covid-19 pandemic has changed consumers' business model and shopping behavior worldwide, particularly in Vietnam. In addition, online shopping services have grown enormously in recent years, partly due to the highly contagious nature of the coronavirus, as well as the convenience of online shopping. Therefore, the research aims to explore the factors influencing online shopping attitudes and propose management implications to help businesses develop appropriate business strategies. The research methods used in the study include both qualitative and quantitative data, and primary data was collected from 700 online shopping consumers in 5 provinces and cities of Vietnam. Statistical testing results show that five factors influence online shopping intention: perceived usefulness, ease of use, trust, safety level, and customer service. The new point of this research is to apply the linear structural model to study customers' online shopping attitudes by adding customer service elements to the research model. Finally, the authors have proposed five management implications related to online shopping intention to help customers save time and help service providers save costs.
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