| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系 === 107 === As the country which has a top rank of internet users within the Southeast Asia region, Vietnam possesses tremendously huge potentials of e-commerce. As a result, numerous studies have been thoroughly researching in recent years, majorly focusing on online shopping behaviors rather than consumers’ attitude. To fill this research gap, this study attempts to clarify what factors that affect Vietnamese consumers’ attitude when they use Shopee e-commerce platform to shop for their pleasure. The study is conducted in several major cities in Vietnam including Ho Chi Minh City, Ha Noi, Da Nang, and Binh Duong. The study has been employed quantitative research, by using a survey to collect data. The sample size for this study is conveniently selected around 500 observations. Yet, there were only 419 samples that were sufficiently qualified for the data analysis. The study shows that there are five factors affecting consumers’ attitude, both directly and indirectly. Electronic word of mouth and Perceived usefulness have directly affected the attitude of consumers while using Shopee. Moreover, there is a significant impact among Trust, Perceived ease of use, Perceived Enjoyment over Perceived usefulness. Finally, this study also draws some implications for practitioners who are seeking the way to achieve customer satisfaction in the digital environment.
Keywords: Online Consumer Attitude, Technology Acceptance Model, Consumer Behavior.
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