Analyze the factors which influence on the clothing online purchasing intention of buyers on the social network based online store in Ho Chi Minh city, Vietnam - The case of facebook
Abstract
This research is conducted in order to identify and assess the important level of
factors that influence customer intention on purchasing clothing from Facebook based
store in Ho Chi Minh City. Besides, this study also compares the difference on
purchasing intention toward e-ticket among different demographic groups of age, income,
educational level, occupation, working unit, Internet access time and online shopping
experience.
The research is conducted based on Technology Acceptance Model (TAM),
Theory of Resoned Action (TRA) and Theory of Planned Behavior (TPB). The
proposedresearch model include five factors, named “Perceived Usefulness”, “Perceived
Ease-of-use”, “Perceived Enjoyment”, “Perceived Behavioral Control” and “Subjective
Norms”. Scale and questionnaire were adjusted to be suit with the context of clothing
purchasing from social network based shop
121 respondents were analyzed by SPSS software and the final results come up
with two that have positive relationship with customer Purchasing Intention toward
Facebook based store in Ho Chi Minh city. There are “Perceived Ease-of-use”, an
“Subjective Norm”. The research result also found out there are differences in e-ticket
purchasing intention among different demographic groups.
Although there are some limitations, this study is proposed with some practical
implications and recommendations in order to improve the development of e-commerce
in Vietnam