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The e-commerce market in Vietnam has been developing rapidly in recent years. Understanding customers’ perceived benefits will bring great advantages for businesses. This research develops and validates a scale to measure customers’ perceived mental benefits when shopping on e-commerce sites in Vietnam. The scale is based on the Theory of Planned Behavior, Selfdetermination Theory, Technology Acceptance Model, Learning and Constructivism Theory, Theory of Privacy, and Persuasive 4 Nguyễn M. Hà, Bùi T. Khoa. Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh, 14(1), 3-20

tạp chí khoa học đại học mở thành phố hồ chí minh - kinh tế và quản trị kinh doanh/tạp chí khoa học đại học mở thành phố hồ chí minh- kinh tế và quản trị kinh doanh

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