Factors affecting customers intention toward cosmetic online purchase - A study of Vietnamese consumers
Abstract
Online shopping as the development of Internet not merely quickly takes it role
to the success of several online vendors but also gives customers a new shopping habit
which allows customers a more convenient way to search for information and purchase
products without traveling. In Vietnam context, a number of researches have been
conducted on this filed in order to understand customers demand, intention, attitude...
However, not much of these researches studied on the field of cosmetic. This study aims to
investigate the antecedents of customers’ intentions for the case of using Internet as a new
way to purchase cosmetics in Ho Chi Minh City. A research model is developed based on
the integration of theory of Technology Accepted Model and Perceived risk theory to
predict customer intentions to online shopping. Five factors are included in this research:
Perceived Usefulness, Perceived Ease of use, Perceived Risk, Customer’s Attitude and
Customer’s intention. Rely on the conceptual framework, six hypotheses were developed.
The first one proposed the positive relationship between Perceived ease of use and
perceived of usefulness. Hypotheses two and three suggest the positive relationship among
Perceived usefulness, Perceived ease of use and attitude of online shopping consumer. The
next hypothesis is about perceived risk and its negative influence on customer’s intention.
The fifth ones expected that attitude toward using Internet to shopping will mediates these
above effects of perceived usefulness and perceived ease of use on behavioral intention use
of online shopping consumer. Perceived usefulness has positive influence on behavioral
intention to use of online shopping consumer is what the final hypothesis proposed. A
convenience sample of 224 respondents was collected through online and offline survey. It
was then analyzed by using SPSS and AMOS software. A reliability test, EFA, CFA and
SEM were implemented. The results of this study support that exist a positive relationship
between Perceived ease of use and Perceived usefulness. Attitude, in turn is positive
affected by Perceived ease of use and Perceived usefulness in which Perceived ease of use
has stronger influences. While perceived risk negative impacts customers’ intention,
perceived risk and Perceived usefulness, on the other hand, positive influences customers’
intention. All hypotheses are supported. It is evident that cosmetic online shoppers
intention are evaluated mostly based on their attitude, perceived usefulness, perceived ease
of use and perceived risk.