A Study Of Factors Affecting The Online Shopping Behavior Of Vietnamese Consumers During The Covid-19 Time

Abstract

The outbreak of COVID-19 has greatly damaged and affected the economy as well as people's lives. However, it brings a lot of opportunities for the continuous development of online shopping in Vietnam. Therefore, this study decided to find out what factors affect the online shopping behavior of Vietnamese customers during the pandemic. Quantitative method is used mainly in this study, and the survey was conducted and collected a total of 398, of which are Vietnamese customers who have participated in online shopping during the COVID-19 period. The results show that eight factors (Product factor, Price factor, Time saving factor, Payment factor, Security factor, Administrative factor, Psychological factor, and Perceived usefulness factor) have a positive influence on customers' online shopping behavior. These findings can contribute to a comprehensive understanding of consumer behavior, helping companies adjust their business strategies to respond to customer changes in different social contexts.