| dc.description.abstract | Today, with both negative and positive influences from the outbreak of the COVID-19 epidemic from the beginning of 2020, online shopping on e-commerce sites is gradually becoming more and more popular, especially to limit the risks from epidemics and cross-infection between individuals in the community. Therefore, the study of online shopping intention as well as online shopping behavior of customers becomes more urgent than ever. Therefore, this study is aimed to investigate and subsequently provide an understanding of the influence of perceived risks from COVID-19 on consumers’ online purchase intention and its further impact on consumers’ online shopping intention through the mediating role of their perceived ease of purchase and perceived usefulness within a particular case study of Ho Chi Minh City, Vietnam. Based on that identified research objective, this study applies quantitative research methodology by which the self-administrated questionnaires are delivered to the participatory responses. The collected data is measured by 5-point Likert scales and statistically analyzed by the technique of structural equation modeling (SEM) vto test the hypothesized causal relationships between the model constructs that is proposed by the conceptual framework based on the theoretical background of technology acceptance model (TAM). The results reveal that all the proposed hypotheses are significant supported. Furthermore, the contribution of this study is expected for literature of customer behavior theories and managerial implications as well as providing useful recommendation for further research. | en_US |
