Consumer attitude toward the use of e-commerce in Ho Chi Minh city : A case study of Thegioididong.com

Abstract

As an inevitable trend of the globalization process, E-commerce has become an indispensable part of today’s modern economy due to its benefits brought to consumers and businesses, including lower transaction costs, greater convenience and the power of personalization. Despite the wide adoption of this technology in some developed countries, many emerging markets are still in the initial stage of implementing the Internet for their commercial activities. This research aims to investigate the consumer attitudes to E-commerce and its adoption in Vietnam. In particular, thegioididong.com website will be studied to identify the extent of E-commerce usage and the factors that influence. Finally, recommendations will be provided to address the problems Key words: e-commerce, consumer, attitude.