Perceived risks and benefits of consumers upon online trading: An empirical investigation of computer market in HoChi Minh city

Abstract

Online shopping emerges recently in Vietnam and increasingly becomes popular. Since it is new to Vietnamese consumers, they will consider risks and benefits of this new form before they accept or ignore it. This study determines risk and benefit factors from consumers’ perception upon making an online purchase. From the analysis of data collected from 200 consumers at 20 computer stores in Hochiminh city, 7 risk factors and 5 benefit components are drawn. Differences in consumers’ risk and benefit perception were also tested in relation with their age, monthly income level, gender, and previous shopping experience to see if this information influences their perception. Consequently, conclusions and recommendations are made to help online retailers’ find risk-reducing strategies.