Managerial Recommendations for Enhancing Online Shopping Attitude and Intention of Consumers in Vietnam

Abstract

Background: Global e-commerce, generally and in Vietnam, is growing strongly. The number of people participating in online shopping is increasing proportionately to the rate of Internet users and product information searches. Consumers mainly use smartphones to access the Internet and participate in online shopping.

Objective: The study aims to examine the key factors influencing online shopping attitudes and intentions in Vietnam and propose managerial recommendations to enhance consumers' online shopping.

Methodology: The authors conducted a descriptive survey based on the quantitative method and primary data collected directly from consumers. We collected data from 700 consumers buying online products from five Vietnamese provinces and cities: Can Tho City, Ho Chi Minh City, Dong Nai Province, Binh Duong Province, and Ba Ria - Vung Tau Province.

Result: Research results show five factors affecting online shopping attitudes and consumers' intentions based on a five percent significance. Five factors include perceived usefulness (USE), perceived ease of use (EAS), confidence (CON), safety level (SAF), and customer service (SER). The research results also suggest some policy recommendations for state management agencies and online retailers to build consumer trust in online retailers, thereby enhancing the online shopping intention of Vietnamese consumers.

Conclusion: Vietnam is a country with solid development in information technology. The number of customers participating in e-commerce is increasing. Consumers can easily search for products, compare prices, order, pay, and choose a reputable delivery unit. In addition, the current payment methods are very diverse, such as payment cards, e-wallets, or goods received and paid. This helps online shopping activities take place conveniently.

Unique Contribution: The research has developed tailored scales for the variables of trust and perceived usefulness, specifically adapted to the context of online shopping in Vietnam, where this mode of commerce is still in the early stages of its development.

Key Recommendation: The authors suggested that businesses should continue to invest in online marketing because mediated platforms have become useful venues for consumers to purchase different products.