| dc.description.abstract | This study aims to explore the factors that influence the Vietnamese online consumer on
purchasing intention book online. A model of four main factors includes Product Perception,
Shopping Experience, Perceived Risk and Perceived Quality and dependent factor is purchase
intention. A research survey designed for this study were delivering mainly in various regions
in Ho Chi Minh city and through online channel like facebook, google mail through google
form. The finding of this research is The two strongest impact on Purchase Intention is
Product Perception with β = 0.376 and Shopping Experience with β = 0.330. Other two
factors have also high impact on Purchase Intention are Perceived Risk with β = 0.266 and
Perceived Quality with β = 0.288. Thus, those actions may have high influence on customer
purchase intention toward online book stores such as make sure pleasant shopping
experience, support lower prices and integral books of various sorts and early delivery.
Following the findings of this research, companies can refer to improve the competitive
advantage of online business bookstore and meet the needs of customers as well as which is
the most impact on the purchase intention toward online bookstore.
Keyworks: online shopping, consumer’s perception, purchase intention, online bookstore. | en_US |
