| Summary: | 碩士 === 國立高雄科技大學 === 工業工程與管理系 === 107 === In recent years, the rapid development of information technology has formed a new type of transaction in the business market. That is the emergence of e-commerce. A wide range of e-commerce websites has emerged and this type has emerged as a fast, efficient and most resourceful way of making use of resources. Study discusses factors influencing online purchase intentions of Vietnamese consumers based on planned behavioral theory. Questionnaires are sent directly to the respondents and through the Internet and interviews. The data is analyzed by the process from factor analysis to reliability testing and regression analysis. The results show that attitudes and perceptions of consumer behavior control have a positive influence on intention to buy online. Therefore, the topic of " Research Factors affecting online shopping decisions of Vietnamese consumers " was designed by the author to determine factors influencing peoples online shopping decisions. On the basis of that, the author made some suggestions to help online businesses attract customers is practical meaning in the current period. Through the previous three models of different authors, the author proposes a model to study the factors influencing online shopping decisions of Vietnamese consumers. The consists of nine components: convenience, price, choice of product, shopping comfort, shopping interest, Information, product quality and customer service. This results in practical implications for online sales businesses. This is the basis for building a number of solutions to improve business efficiency, attract customers and create their own competitive advantage in this new but still potential business.
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