Factors influencing on purchase intention towards clothing online shopping of young consumers in Ho Chi Minh city

Abstract

This research is carried out with the aim of identifying factors influencing on purchase intention towards clothing online shopping of young consumers in Ho Chi Minh City. Besides, it also has purposes that is giving recommendations for online business owners to improve their business performances. The research was conducted with the timeline from February to May, 2015 in Ho Chi Minh City. The literature review with relevant important concepts, definitions and other journals suggested three factors influencing purchase intention towards online shopping, including consumer factor, marketing factor and technology factor. After collecting primary data from 289 respondents and processing those data by SPSS with descriptive statistics, reliability test, factor analysis, multiple regression analysis, the researcher found that there were three factors affecting on customers‟ intention towards online shopping. The results has showed that Consumer factor, Marketing factor and Technology factor have the positive impacts on purchase intention on clothing online shopping. This research also found out there are differences in intention to purchase among demographic groups; specifically difference between male and female respondents. Although this study has a lot of limitations, it can still contribute some practical implications and recommendations in order to improve customers‟ intention toward online shopping.