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Please use this identifier to cite or link to this item: http://ir.lib.stu.edu.tw:80/ir/handle/310903100/2209

Title: A Study of Factors Affecting Consumer’s Online Purchasing Behavior in Vietnam
A Study of Factors Affecting Consumer’s Online Purchasing Behavior in Vietnam
Authors: 陶碧玉
Doan Bich Ngoc
Contributors: 資訊管理系碩士班
Keywords: Purchasing Behavior;Consumer Attitude;E-commerce;E-commerce;Adoption Model;Technology;B2C;Software and Management Solution
Purchasing Behavior;Consumer Attitude;E-commerce;E-commerce;Adoption Model;Technology;B3C;Software and Management Solution
Date: 2010
Issue Date: 2011-05-26 11:18:27 (UTC+8)
Publisher: 高雄市:[樹德科技大學資訊管理系碩士班]
Abstract: E-commerce has brought positive impacts to the business activities of enterprises. However, the applying e-commerce for enterprises remains some certain obstacles. Therefore, the purpose of this study is to analyze the factors that influence customer’s online purchasing behavior in Vietnam in order to offer solutions to help enterprises of Vietnam to develop their e-commerce activity.
In this study, I apply the e-Commerce Adoption Model (e-CAM) which analyses impact of the following factors on the consumer’s purchasing behavior: perceived ease of use, perceived usefulness, perceived risk with products/services, and perceived risk in the context of online transaction. Besides, this study proposes the perceived convenience of payment factor to the research model due to the consumer’s awareness of online payment method in Vietnam.
After discussing as well as interviewing experts on this field, this model was built. Then in order to examine the proposed model, a survey will be conducted by delivering and sending email questionnaires to consumers who have used or intend to participate in e-commerce transactions. Data will be analyzed by using SPSS software. The results reveal that there are three factors affecting purchasing behavior are playing different role on the different levels of purchasing behavior.
E-commerce has brought positive impacts to the business activities of enterprises. However, the applying e-commerce for enterprises remains some certain obstacles. Therefore, the purpose of this study is to analyze the factors that influence customer’s online purchasing behavior in Vietnam in order to offer solutions to help enterprises of Vietnam to develop their e-commerce activity.
In this study, I apply the e-Commerce Adoption Model (e-CAM) which analyses impact of the following factors on the consumer’s purchasing behavior: perceived ease of use, perceived usefulness, perceived risk with products/services, and perceived risk in the context of online transaction. Besides, this study proposes the perceived convenience of payment factor to the research model due to the consumer’s awareness of online payment method in Vietnam.
After discussing as well as interviewing experts on this field, this model was built. Then in order to examine the proposed model, a survey will be conducted by delivering and sending email questionnaires to consumers who have used or intend to participate in e-commerce transactions. Data will be analyzed by using SPSS software. The results reveal that there are three factors affecting purchasing behavior are playing different role on the different levels of purchasing behavior.
Appears in Collections:[資訊管理系(所)] 博碩士論文

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