| dc.description.abstract | Nowadays, to keep pace with global trend, an e-commerce industry is gradually being formed in Vietnamese market. The fact that international e-shopping service providers jump into the market and an increased number of local e-shopping website has been established is an evitable outcome in this economy. However, due to the fact that this industry is young and new to Vietnamese customers, any e-shopping service provider has
to study more about Vietnamese customers’ insight in order to run their business effectively and efficiently in this market, which is becoming an interesting topic of Vietnamese marketers.
In addition, most of existing researches only studied about the service essence of e- shopping (Shih, 2004; Ha & Stoel, 2008; Almahamid & Rub, 2011, Moon & Kim, 2001), but little is studied about dimensions of e-shopping website, which can certainly impress customers and play a decisive role in their usage intention. This research utilizes a theoretical framework adopted from Lim, Heinrichs and Lim (2009)’s study to assess how strong site content quality, site transaction quality, site playfulness and site security can impact customers’ usage intention in the specific case of Zalora Vietnam.
After three months of conducting the research, this study discovers that customers’ usage intention in the case of Zalora Vietnam is mainly influenced by its site content and inspiration. Other determinant factors are site security and site transaction quality, but their impacts are much weaker than the first factors. This findings are then used as a framework to suggest some recommendations to Zalora in particular, and other e- shopping service providers in Vietnam in general, to improve their e-shopping websites
and run it the most effectively and efficiently. | en_US |
