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Abstract

The study investigates key factors that affect consumers' attitude towards shopping online and examines its influence on online shopping behavior. A model with six independent variables including Financial risk, Product risk, Convenience risk, Non-Delivery risk, Return risk, Service and Infrastructure is utilized. Data were collected from 500 online shopping consumers in three cities, namely Ho Chi Minh, Ha Noi and Da Nang. Results show that all six independent variables are statistically significant in explaining consumers' attitudes towards online shopping, in which consumer perception about service and infrastructure is the most significant, with positive effect. On the contrary, consumer perception about Financial risk has a negative effect on the attitude. The findings also reveal the positive role of attitude in encouraging online shopping behavior.



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Article Details

Issue: Vol 19 No 4 (2016)
Page No.: 68-80
Published: Dec 31, 2016
Section: Economics, Law and Management - Research article
DOI: https://doi.org/10.32508/stdj.v19i4.772

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Creative Commons License

Copyright: The Authors. This is an open access article distributed under the terms of the Creative Commons Attribution License CC-BY 4.0., which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

 How to Cite
Nguyen, H., Nguyen, M., & Nguyen, T. (2016). Factors influencing consumers’ attitude in E commerce. Science and Technology Development Journal, 19(4), 68-80. https://doi.org/https://doi.org/10.32508/stdj.v19i4.772

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