College student's attitudes toward online shopping of apparel products in Ho Chi Minh city

Abstract

E-commerce is deal with purchasing products through internet. Internet shopping make it more convenient to people to give them the ability to buy the product without actually going to the store or market, not to mention the benefit of available of information which make it more easier to compare the product and carry out decision. E-commerce industry in Vietnam began in 1993 but suffer from long time of no significant development; however there seem to be an upward trend in recent year in this market. Despite the high number of Internet users, internet shopping still not fully reach its potential from many drawbacks in payment method and maintain trust between supplier and buyers. With the economic development in Vietnam which raises the standard of living,

the demand on clothing has risen significantly in quality and famous brand name. With

the help of technology, customer can easily to purchase their desired product without the limitation of distance. This encourages the fashion retailer and brands to promote their online shopping channel to get in touch with their customer more easily. College students have been long time considered as very potential target segment

for online shopping due to high rate of internet using. However, their different in characteristics compare to other segment that make the marketing strategies of internet retailer still not full reach this segment. To ensure the success of online business, it is important for the retailers to understand their targets customers. The aim of this study examines factors belong to online shopping of apparel products and their impact on student’ attitude. A five-level Likert scales was used to determine students’ attitudes towards online shopping of apparel products. A self-administered questionnaire based on prior literature was developed and total 266 post graduate students were selected. The regression analysis demonstrated the determinant of impact of different factors on student’s attitude, and from that conclusion and recommendation is given for online retailer of apparel products.