Factors affecting Vietnamese consumer online shopping behavior towards apparel industry

Abstract

This research is conducted to investigate factors affecting Vietnamese consumers online shopping behavior towards apparel products, which might be one of the most important issues of e-commerce and marketing field. This study applied a conceptual model by adapting Factors affecting on online shopping behavior of consumers model of Javadi et al. in 2012 to analyze factors having impacts on Vietnamese consumer behavior when shopping apparel products online. The conceptual model examining the impact of perceived risks on attitude toward online shopping and subjective norms, perceived behavioral control, domain specific innovativeness, attitude on online shopping behavior. Quantitative research method was used to conduct this research and quantify relationship between variables, and give statistical results. The research used administered survey and web-based survey by creating the questionnaires using Google Form. The link of questionnaires was shared on the social network (Facebook). Finally hypothesizes of study were tested by multiple regression analysis. This research shows a full picture of factors influence online shopping behavior and how they influence. According to the result, product risk and convenience risk have positive effects on attitude of Vietnamese consumer towards online shopping. In addition, attitude and domain specific innovativeness have positive effects on online shopping behavior. Meanwhile, financial risk does not have any effect on consumer attitude and perceived behavioral control does not have any effect on online shopping behavior.