Key factors affecting online shopping attitude and intention: A case study of consumers in Vietnam

Abstract

The COVID-19 outbreak has altered consumer purchasing patterns and behavior worldwide. Online shopping services have grown rapidly in Vietnam in recent years, owing to the coronavirus's highly contagious nature and the convenience of online buying and delivery. For that reason, the authors carried out a study to determine online shopping intention, which aims to discover which factors affect intentions. Then, managerial implications are proposed to help businesses develop appropriate business strategies in the new, post-COVID period. The data was collected from 700 consumers buying online products. Five critical factors affecting online shopping intention were identified: perceived usefulness, ease of use, confidence, safety level, and customer service. The research paper applied structural equation modeling to study individual customers' intentions to purchase online shopping products by adding the customer service element to the research model and using a customer-oriented approach to find out users’ intentions to purchase products on online platforms.