The Study of Attitude and Intention for Vietnamese Consumers toward Online Shopping

• Main Authors: CHENH, UNG - MUI, 鄭慧蘭
• Other Authors: Tseng, Fan- Chuan
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/51488570915854344660

碩士 === 國立臺南大學 === 經營與管理學系科技管理碩士班 === 105 === ABSTRACT This study selects people living in Vietnam as the research base and conducts an online questionnaire to explore the factors influencing the attitude of consumers to shop online in Vietnam, and the effect of online shopping attitudes on the follow-up participation in online shopping. According to Vietnam e-commerce report in 2015, survey data show that Vietnam smart phone users is 23 million (excluding home computers and tablet, etc.), and 3G network cost is almost the cheapest in the world for more than 19 million users. Comparing with 90 million people in Vietnamese citizen, online shopping is still minority, implying that nearly 70% of the Internet population may become a potential consumer for online shopping in the future. From this point of view, the future potential of online shopping in Vietnam is considered to be amazing. The purpose of this study is to investigate attitude and intention of Vietnamese consumers to use online shopping through Internet questionnaire survey, and to provide specific suggestions for the future development of online shopping market in Vietnam. Through Google Form, totally 180 questionnaires were collected, and 167 of them were valid to evalutate the constucts regarding website trust, web design, payment service and other factors. By SPSS and Smartpls, the results revealed that the significant factors of online shopping between attitude and intention were: website trustworthiness, web design, price evaluation, logistic service, customer service quality, shopping habit and attitude. The contribution, limitation, and future sugggestions are discussed in this thesis. Keywords: online shopping, attitude, intention, trustworthiness, web design, payment service.