| dc.description.abstract | This research analyzed the promotion tools (including Voucher, Samples, Freeship) that can have an impact on customers’ buying behavior on e-commerce platforms in Vietnam. The conceptual framework has been proven utilizing the data collected from 355 respondents, comprised of students at the International University (IU) – VNU and employees at Onpoint Company – an e-commerce enabler in Ho Chi Minh City, Vietnam. In order to ensure the model has adequate liability, SPSS was used to process the data and ANOVA analysis was performed. The actual results show that vouchers have the greatest impact on customer’s buying behavior; vouchers and freeship both have positive effect on buyer’s decision to purchase. This research proposes that e-commerce sellers take advantage of the impact of vouchers , and other promotion tools to strengthen customers’ purchase intention, which can lead to actual buying decision | en_US |
