The perception of customers about the online retailers' service in VietNam

Abstract

The perception of customers about online retailers’ service in Vietnam includes two contrast emotions that are internet shopping anxiety (ISA) and internet shopping preference (ISP). Internet shopping anxiety or the negative emotion is the result of individuals’ experience from the disadvantage factors of online shopping in particular. In this study, it plays an important role to explain the customers’ emotion with commerce usage experience in online transaction such as lack of physical contact and riskiness. Otherwise, internet shopping preference or the positive emotion is the result of individuals’ experience from advantage factors of online shopping. With the data collected from the customers who are in Vietnam, we evaluate the quality of e-tailing services, website maneuverability and enjoyment in order to explain the customers’ emotion with these features. This study surveyed and collected from 242 participants who are living and using the online retailers’ service in Vietnam. The results indicated that both the lack of physical contact and riskiness have significant positive effects on internet shopping anxiety. Further, the result showed that internet shopping anxiety has a significant negative effect on the perception of customer about online retailers’ service. Similarly, all of factors that are e-tailing service quality, website maneuverability and enjoyment also have significant positive effects on internet shopping preference. Finally, internet shopping preference is found to have significant positive effect on the perception of customer about the online retailers’ service. Keywords: perception, internet shopping anxiety, internet shopping preference, physical contact, riskiness, e-tailing service, website maneuverability and enjoyment