Analyze the factors which influence on the clothing online purchasing intention of buyers on the social network based online store in Ho Chi Minh city, Vietnam - The case of facebook

Abstract

This research is conducted in order to identify and assess the important level of factors that influence customer intention on purchasing clothing from Facebook based store in Ho Chi Minh City. Besides, this study also compares the difference on purchasing intention toward e-ticket among different demographic groups of age, income, educational level, occupation, working unit, Internet access time and online shopping experience. The research is conducted based on Technology Acceptance Model (TAM), Theory of Resoned Action (TRA) and Theory of Planned Behavior (TPB). The proposedresearch model include five factors, named “Perceived Usefulness”, “Perceived Ease-of-use”, “Perceived Enjoyment”, “Perceived Behavioral Control” and “Subjective Norms”. Scale and questionnaire were adjusted to be suit with the context of clothing purchasing from social network based shop 121 respondents were analyzed by SPSS software and the final results come up with two that have positive relationship with customer Purchasing Intention toward Facebook based store in Ho Chi Minh city. There are “Perceived Ease-of-use”, an “Subjective Norm”. The research result also found out there are differences in e-ticket purchasing intention among different demographic groups. Although there are some limitations, this study is proposed with some practical implications and recommendations in order to improve the development of e-commerce in Vietnam