Determinants of consumers' hesitation towards purchasing electronic products - A study among Vietnamese perspectives
Abstract
In recent years, innovative technologies have constantly changing the product
attributes as well as consumers’ needs and expectations, associated with their
purchasing decision. As a result, contemplations of a spate of elements affecting the
assessment process are required in consumers’ electronic products purchasing decision.
The purpose of this research paper is to provide overall comprehension of
various sets of elements causing consumers’ hesitance in purchasing electronic
products by examining Vietnamese consumers’ perceptions. The literature review
proposes six constructs predicting the main reasons leading to consumers’ hesitation to
purchase from an offline electronic store, including brand consciousness, risk
averseness, price/value consciousness, over-choice confusion, time pressure and
negative past experience. The sample of this research consists of 285 responses,
collected from consumers having experience in purchasing electronic products from
offline electronic stores in Ho Chi Minh city, Vietnam by using social network sites,
mainly Facebook. After eliminating invalid data, a total of 252 valid responses were
gathered and analyzed by using SPSS software. The results have confirmed the positive
relationship between Risk averseness, over-choice confusion, price-value
consciousness, negative past experience and the consumers’ hesitance towards
purchasing electronic products. Besides that, the finding proposes that the brand
consciousness negatively influences on the consumers’ shopping hesitation. The results
of this research can be applied for marketers to plan strategies in reducing consumers’
hesitation as well as guide them to understand their delay factors so as to successfully
make the final buying decision in offline electronic stores. Discussion, limitation, future
research and conclusion are also discussed.
Key words: Shopping hesitation, electronic product, offline electronic store