| dc.description.abstract | The development of Internet in Vietnam has changed people’s life. E-commerce creates a new distribution channel where almost enterprise will enter and start to put products for online sale. In Vietnam, online shopping also is more popular. So, the number of online bookstores have grown rapidly and become the most potential segment of online shopping since 2012.
There are many previous studies examining the factors that influence an individual’s purchase intention when buying products or services online, but little study focuses on online book shopping. The purpose of this study is to identify what are the key factors influencing purchase intention of young customer (from 18-35 years old) toward online book shopping. After review theories, previous studies, a preliminary model is constructed including five dimensions, namely Perceived Ease of Use, Perceived Usefulness, Price, Choice and Trust.
After analyzing 300 valid respondents, the research result shown that Price, Choice, Trust and Perceived Usefulness (initial Perceived Usefulness divided into two new dimensions: Perceived Usefulness and Perceived Convenience) have positive impact on online purchase intention, whereas Perceived Ease of Use and Perceived Convenience have no impact. | en_US |
