Impact of E-commerce on Vietnamese consumer behavior towards Vietnamese clothing
Abstract
The aim of this study is to investigate about the impact of E-Commerce on Vietnamese consumer behavior towards Vietnam goods in response to the campaign “Vietnamese use Vietnam goods” by studying its impact on Clothing industry.
The findings of this study provided evidences about the impact of E- Commerce in Clothing industry on Vietnamese consumer behavior towards Vietnam goods. These evidences will be the significant reference for the campaign “Vietnamese use Vietnam goods” and any business having an interest in E-Commerce.
This study applied a conceptual model by adapting E-Commerce consumer behavior models of Bridges with some adjustments after reviewing several previous researches to study the impact of E-Commerce on Vietnamese consumer behavior towards Vietnamese clothes. Both qualitative approach and quantitative approach were combined to do this research. The outcomes of qualitative approach are consumer opinions on the problem that is researched. Basing on those outcomes, the quantitative approach was carried out as the descriptive, predictive analysis to answer the research questions, quantify relationship between variables, and give statistical results.
This research shows a full picture of factors influence Online Shopping Behavior and how they influences. According to the result, there are five factors including Customer Belief, Social Factors, Perceived Ease of Use, Perceived Risk of Product, and Website Service that have positively influence to Online Shopping Behavior.
In those factors, Customer Belief affects Online Shopping Behavior most while Perceived Risk of Product has the weakest impact. It also indicates that Occupation and E- Commerce experience have statistically significant difference in Online Shopping Behavior. It means that Vietnamese clothes corporation can use E-Commerce to change consumer behavior toward Vietnamese clothes, OSBract potential customer, and gain
back their position in home market.