| dc.description.abstract | The research is conducted for the purpose of investigating which factors
affecting customers’ attitudes towards online shopping together with customers’
purchasing intention in Ho Chi Minh City. There are 263 survey questionnaires that are
handed out and gathered in the form of online and offline format during over one month.
The instruments of data analysis was SPSS 20.0 and SmartPLS 3.0. The results represented
the significant influences of independent factors on mediator and dependent factors in both
direct and indirect way. Purchasing Intention is predicted by Attitude towards online
shopping and four dimension of perceived relative advantages, expressed as Convenience,
Price, Enjoyment and Product Variety. The findings indicated that there are two factors,
which is Convenience and Price that have both direct and indirect effect on purchasing
intention, whereas Enjoyment and Product Variety just have indirect effect on purchasing
intention through the mediating role of Attitude towards online shopping. On the basis of
analytical results, practical and academic recommendation was proposed for e-marketers
and e-retailers to attract more customers’ attention as well as design appropriate marketing
strategies and improve the ecommerce business. Moreover, limitation and further research
was also mentioned in this study.
Keyword: Perceived relative advantage, Purchasing Intention, Attitude towards online
shopping. | en_US |
