| dc.description.abstract | With the fast growth of information and communication technology and
increased Internet penetration, the nature of a consumer's everyday activities has
shifted, and the majority of offline activities have shifted online. In addition, clients
have demonstrated a stronger propensity to transition from offline to online activities.
This is a globally prevalent occurrence, and Vietnam is not an exception. In light of
this, it is anticipated that e-commerce transactions in Vietnam would increase in the
near future. In an online environment, consumers must connect to technology in order
to complete online transactions, with each step requiring interaction with a website.
Therefore, it is worthwhile to identify the factors influencing online purchase intention
through Sendo, an e-commerce website, and to determine the relationships between
these identified factors and online purchase intention from a technological standpoint,
as traditional frameworks do not address technological requirements and website
content together.
Using a survey of 300 residents aged 15 to 35 living in Ho Chi Minh City,
the theoretical model created in this study was experimentally validated. To assess the
data, structural equation modelling (SEM) was used. The study indicated a favorable
and substantial relationship between online purchase intention and perceived
usefulness, perceived ease of use, website content, and trust. In addition, it was
determined that trust fully mediates the relationship between perceived ease of use and
online purchase intention, as well as the relationship between website content and
online purchase intention. Furthermore, it was discovered that trust somewhat mediates
the relationship between perceived usefulness and online purchase intention. As a
result, the research was effective in discovering the factors influencing customers'
online purchase intention through Sendo from a technical perspective, as well as the
extent to which these factors impact customers' purchase intention. These results have
substantial implications and point to areas that require more investigation. | en_US |
