Open AccessFactors influencing consumers’ attitude in E commerce
Author(s) -
Huong Hoang Diem Nguyen,
Minh Thi Binh Nguyen,
Tram Ngoc Bich Nguyen
Publication year - 2016
Publication title -
khoa học công nghệ
Language(s) - English
Resource type - Journals
ISSN - 1859-0128
DOI - 10.32508/stdj.v19i4.772
Subject(s) - risk perception , product (mathematics) , advertising , affect (linguistics) , business , perception , marketing , service (business) , financial services , consumer behaviour , key (lock) , variables , psychology , finance , computer science , computer security , geometry , mathematics , communication , neuroscience , machine learning
The study investigates key factors that affect consumers' attitude towards shopping online and examines its influence on online shopping behavior. A model with six independent variables including Financial risk, Product risk, Convenience risk, Non-Delivery risk, Return risk, Service and Infrastructure is utilized. Data were collected from 500 online shopping consumers in three cities, namely Ho Chi Minh, Ha Noi and Da Nang. Results show that all six independent variables are statistically significant in explaining consumers' attitudes towards online shopping, in which consumer perception about service and infrastructure is the most significant, with positive effect. On the contrary, consumer perception about Financial risk has a negative effect on the attitude. The findings also reveal the positive role of attitude in encouraging online shopping behavior.