Factors affecting Vietnamese consumer online shopping behavior towards apparel industry
Abstract
This research is conducted to investigate factors affecting Vietnamese
consumers online shopping behavior towards apparel products, which might be one of the
most important issues of e-commerce and marketing field.
This study applied a conceptual model by adapting Factors affecting on online
shopping behavior of consumers model of Javadi et al. in 2012 to analyze factors having
impacts on Vietnamese consumer behavior when shopping apparel products online. The
conceptual model examining the impact of perceived risks on attitude toward online
shopping and subjective norms, perceived behavioral control, domain specific
innovativeness, attitude on online shopping behavior. Quantitative research method was
used to conduct this research and quantify relationship between variables, and give
statistical results. The research used administered survey and web-based survey by
creating the questionnaires using Google Form. The link of questionnaires was shared on
the social network (Facebook). Finally hypothesizes of study were tested by multiple
regression analysis.
This research shows a full picture of factors influence online shopping
behavior and how they influence. According to the result, product risk and convenience
risk have positive effects on attitude of Vietnamese consumer towards online shopping.
In addition, attitude and domain specific innovativeness have positive effects on online
shopping behavior. Meanwhile, financial risk does not have any effect on consumer
attitude and perceived behavioral control does not have any effect on online shopping
behavior.