A Study of Factors Affecting Consumer Online Behavior in Fast Moving Consumer Goods Sector: Case Study of Consumer from Vietnam

• Main Authors: Pham Kim Truong, 范金長
• Other Authors: Chu, Chih-Chung
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/k36c5u

碩士 === 龍華科技大學 === 企業管理系碩士班 === 103 === This research aims to analyze the current perception of Vietnamese customers toward shopping online, especially in Fast Moving Consumer Goods (FMCG) sector. Furthermore, it also pays attention on factors affecting online consumer purchase decisions such as online consumer review, convenience, price and trust. Moreover, the purpose of this research is to identify the most significant factor that influences customer purchase decision that online sellers could focus on to attract more customers to visit online channel. Online consumers in Vietnamese FMCG market were surveyed. Convenient sampling was used to collect primary data. A total of 257 questionnaires were distributed and then data were interpreted by quantitative analysis with the support of Statistical Package for the Social Sciences (SPSS) version 18.0. Similarly, regression analysis was used to test hypotheses. The results showed that among four factors, online consumer review, convenience, and trust have positive effects on online purchase decision of Vietnamese consumers, while price has negative influence on consumer’s decision when making online purchase. Furthermore, convenience is found to be the most significant factor that determine customer to go shopping online.