Browse > Article
http://dx.doi.org/10.20498/eajbe.2022.10.2.19

What Determines the Online Shopping Intention of Vietnamese Consumers?  

NGUYEN, Cuong Quoc (Faculty of Business Administration, Industrial University)
CHUNG, Linh Phan (Business School, University of Greenwich)
Publication Information
East Asian Journal of Business Economics (EAJBE) / v.10, no.2, 2022 , pp. 19-30 More about this Journal
Abstract
Purpose - The research aims to explore the ability of the combination of the Technology Acceptance Model (TAM) and Theory of Reasoned Action (TRA) to predict and explain the online shopping intention of Vietnamese consumers. The findings of this study provide empirical results to assess the factors influencing behavioural intention in the E-commerce field. Research design, data, and methodology - The research approach of this study is quantitative. The data was collected from 214 respondents on e-commerce platforms. The collected data will then be analyzed to test the proposed hypothesis in this study. Multiple Regression Analysis and Simple Linear Regression are employed to test the hypothesis. Result - Perceived benefits, Perceived risk reduction, and trust positively influence Attitude toward using Ecommerce. There is a positive relationship between Subjective norms and Behavioural intention to shop online. There is a positive relationship between Attitude toward using E-commerce and Behavioural intention to shop online. Conclusion - This study is based on the Theory of Reasoned Action (TRA) model and the Technology Acceptance Model (TAM) to explore the factors influencing the online shopping intention of Vietnamese consumers. Besides, this paper contributes to the managerial implications for E-commerce managers and policymakers to promote E-commerce among Vietnamese consumers.
Keywords
Behavioural Intention; Attitude towards online shopping e-commerce; Perceived Benefits; Perceived Risks Reduction; Trust; Subjective Norms;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 Miyazaki, A. D., & Fernandez, A. (2001). Consumer perceptions of privacy and security risks for online shopping. Journal of Consumer affairs, 35(1), 27-44.   DOI
2 Nguyen, C., & Do, T. (2019). Factors affecting the decision to shop online via e-commerce platforms in Vietnam. Journal of Science and Technology-IUH, 37(1), 14-24
3 Norman, P., Armitage, C. J., & Quigley, C. (2007). The theory of planned behavior and binge drinking: Assessing the impact of binge drinker prototypes. Addictive behaviors, 32(9), 1753-1768.   DOI
4 Sheppard, B. H., Hartwick, J., & Warshaw, P. R. (1988). The theory of reasoned action: A meta-analysis of past research with recommendations for modifications and future research. Journal of consumer research, 15(3), 325-343.   DOI
5 Park, H. S. (2000). Relationships among attitudes and subjective norms: Testing the theory of reasoned action across cultures. Communication Studies, 51(2), 162-175.   DOI
6 Jarvenpaa, S. L., & Todd, P. A. (1997). Is there a future for retailing on the internet. Electronic marketing and the consumer, 1(12), 139-154.
7 Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). Consumer trust in an Internet store. Information technology and management, 1(1), 45-71.   DOI
8 Kauffman, R. J., & Walden, E. A. (2001). Economics and electronic commerce: Survey and directions for research. International journal of electronic commerce, 5(4), 5-116.   DOI
9 Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating Trust and risk with the technology acceptance model. International journal of electronic commerce, 7(3), 101-134.   DOI
10 Peter, J. P., & Ryan, M. J. (1976). An investigation of perceived risk at the brand level. Journal of marketing research, 13(2), 184-188.   DOI
11 Pham, V. K., Do Thi, T. H., & Ha Le, T. H. (2020). A study on the COVID-19 awareness affecting the consumer perceived benefits of online shopping in Vietnam. Cogent Business & Management, 7(1), 1-16.
12 Chang, M. K., Cheung, W., & Lai, V. S. (2005). Literature derived reference models for the adoption of online shopping. Information & management, 42(4), 543-559.   DOI
13 Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T., & Merani, S. H. (2021). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business & Management, 8(1), 1-20.
14 Rosen, A. (2002). The e-commerce question and answer book: a survival guide for business managers. Amacom Books.
15 Salisbury, W. D., Pearson, R. A., Pearson, A. W., & Miller, D. W. (2001). Perceived security and World Wide Web purchase intention. Industrial Management & Data Systems.
16 Jarvenpaa, S. L., Tractinsky, N., & Saarinen, L. (1999). Consumer trust in an Internet store: A cross-cultural validation. Journal of Computer-Mediated Communication, 5(2), JCMC526.
17 Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
18 Almousa, M. (2011). Perceived risk in apparel online shopping: a multi dimensional perspective. Canadian Social Science, 7(2), 23-31.
19 Bhatnagar, A., Misra, S., & Rao, H. R. (2000). On risk, convenience, and Internet shopping behavior. Communications of the ACM, 43(11), 98-105.   DOI
20 Buabeng-Andoh, C. (2018). Predicting students' intention to adopt mobile learning. Journal of Research in Innovative Teaching & Learning.
21 Cramer-Flood, E. (2020). Global ecommerce 2020: Ecommerce Decelerates amid Global Retail Contraction but Remains a Bright Spot. Retrieved from https://www.emarketer.com/content/global-ecommerce-2020.
22 Do, T., Nguyen, T., & Nguyen, C. (2019). Online Shopping in an Emerging Market. Journal of Economics and Management Sciences, 2(2), pp.1-11.
23 Foxall, G. (1997). Marketing psychology: The paradigm in the wings. Springer.
24 Barsky, J., & Nash, L. (2002). Evoking emotion: affective keys to hotel loyalty. Cornell Hotel and Restaurant Administration Quarterly, 43(1), 39-46.   DOI
25 Fishbein, M., & Ajzen, 1. (1981). Attitudes and voting behavior: An application of the theory of reasoned action. In G. M. Stephenson & J. M. Davis (Eds.), Progress in Applied Social Psychology (pp. 253-313). London: Wiley.
26 Andam, Z. R. (2003). e-Commerce and e-business. e-ASEAN Task Force UNDP-APDIP. Retrieved October, 22, 2010.
27 Anderson, C. A. (1983). Imagination and expectation: The effect of imagining behavioral scripts on personal influences. Journal of personality and social psychology, 45(2), 293.   DOI
28 Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online Trust the same for all web sites and consumers? A large-scale exploratory empirical study. Journal of marketing, 69(4), 133-152.   DOI
29 Hansen, T. (2005). Perspectives on consumer decision making: An integrated approach. Journal of Consumer Behaviour: An International Research Review, 4(6), 420-437.   DOI
30 Gunasekaran, A., & Ngai, E. W. (2005). E-commerce in Hong Kong: an empirical perspective and analysis. Internet Research.
31 Dasgupta, S., Granger, M., & McGarry, N. (2002). User acceptance of e-collaboration technology: An extension of the technology acceptance model. Group Decision and Negotiation, 11(2), 87-100.   DOI
32 Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer behavior 9th. South-Western Thomas Learning. Mason, OH.
33 Chan, M. (2020). Asian Shoppers Turn To Online Sellers Abroad Amid Pandemic.
34 Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of marketing, 64(4), 65-81.   DOI
35 Chen, M. F. (2007). Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: Moderating effects of food-related personality traits. Food Quality and preference, 18(7), 1008-1021.   DOI
36 Comrey, A. L., & Lee, H. B. (2013). A first course in factor analysis. Psychology Press.
37 Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
38 Dung, D. T., & Vinh, D. H. (2019). E-Commerce In Vietnam: Opportunities And Challenges. Socio-Economic And Environmental Issues In Development, 244.
39 Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of interactive marketing, 20(2), 55-75.   DOI
40 Fishbein, M., & Ajzen, I. (1980). Understanding Attitudes and Predicting Social Behaviour. Burlington, MA: Prentice Hall
41 Fredricks, A. J., & Dossett, D. L. (1983). Attitude-behavior relations: A comparison of the Fishbein-Ajzen and the Bentler-Speckart models. Journal of personality and social psychology, 45(3), 501.   DOI
42 Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, Trust, and commitment in customer relationships. Journal of marketing, 63(2), 70-87.   DOI
43 Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate data analysis: A global perspective: Pearson Upper Saddle River.
44 Hu, L. T., & Bentler, P. M. (1998). Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification. Psychological methods, 3(4), 424.   DOI
45 Turban, E., Sharda, R., Aronson, J. E., & King, D. (2008). Business intelligence: A managerial approach (pp. 58-59). Upper Saddle River, NJ: Pearson Prentice Hall.
46 Ha, N., & Nguyen, T. (2019). The effect of Trust on consumers' online purchase intention: An integration of TAM and TPB. Management Science Letters, 9(9), 1451-1460.
47 Taherdoost, H. (2018). A review of technology acceptance and adoption models and theories. Procedia manufacturing, 22, 960-967.   DOI
48 Tan, Y. H., & Thoen, W. (2000). An outline of a trust model for electronic commerce. Applied Artificial Intelligence, 14(8), 849-862.   DOI
49 Bhattacherjee, A. (2000). Acceptance of e-commerce services: the case of electronic brokerages. IEEE Transactions on systems, man, and cybernetics-Part A: Systems and humans, 30(4), 411-420.   DOI
50 Treese, G. W., & Stewart, L. C. (2003). Designing systems for Internet commerce. Addison-Wesley Professional.
51 Ventre, I., & Kolbe, D. (2020). The impact of perceived usefulness of online reviews, Trust and perceived risk on online purchase intention in emerging markets: A Mexican perspective. Journal of International Consumer Marketing, 32(4), 287-299.   DOI
52 y Monsuwe, T. P., Dellaert, B. G., & De Ruyter, K. (2004). What drives consumers to shop online? A literature review. International journal of service industry management.
53 Le-Hoang, P. V. (2020). Factors affecting online purchase intention: the case of e-commerce on lazada. Independent Journal of Management & Production, 11(3), 1018-1033.   DOI
54 Lee, M. K., & Turban, E. (2001). A trust model for consumer internet shopping. International Journal of electronic commerce, 6(1), 75-91.   DOI
55 Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of management review, 20(3), 709-734.   DOI
56 Prestholdt, P. H., Lane, I. M., & Mathews, R. C. (1987). Nurse turnover as reasoned action: Development of a process model. Journal of Applied Psychology, 72(2), 221.   DOI
57 Kim, E., Urunov, R., & Kim, H. (2016). The effects of national culture values on consumer acceptance of e-commerce: Online shoppers in Russia. Procedia Computer Science, 91, 966-970.   DOI
58 Kim, H. B., Kim, T. T., & Shin, S. W. (2009). Modeling roles of subjective norms and eTrust in customers' acceptance of airline B2C eCommerce websites. Tourism management, 30(2), 266-277.   DOI
59 Ko, H., Jung, J., Kim, J., & Shim, S. W. (2004). Cross-cultural differences in perceived risk of online shopping. Journal of Interactive Advertising, 4(2), 20-29.   DOI
60 Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information systems research, 13(2), 205-223.   DOI
61 Lin, H. F. (2007). The impact of website quality dimensions on customer satisfaction in the B2C e-commerce context. Total Quality Management and Business Excellence, 18(4), 363-378.   DOI
62 Mann, C. L., Eckert, S. E., & Knight, S. C. (2000). Global electronic commerce: A policy primer. Peterson Institute.
63 Masrom, M. (2007). Technology acceptance model and e-learning. Technology, 21(24), 81.
64 Mai, P. T., & Tick, A. (2021). Cyber Security Awareness and behavior of youth in smartphone usage: A comparative study between university students in Hungary and Vietnam. Acta Polytech. Hung, 18, 67-89.
65 Taylor, S., & Todd, P. (1995). Assessing IT usage: The role of prior experience. MIS quarterly, 561-570.   DOI
66 Venkatesh, V. (1999). Creation of favorable user perceptions: Exploring the role of intrinsic motivation. MIS quarterly, 239-260.