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Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print)
Quarterly Publication
Volume 10 Issue 10 pp. 2337-2342 , 2020

Factors affecting online purchase intention: A study of Vietnam online customers Pages 2337-2342 Right click to download the paper Download PDF

Authors: Thu-Trang Thi Doan

DOI: 10.5267/j.msl.2020.3.001

Keywords: Online purchase intention, Performance expectancy, Effort expectancy, Social influence, Facilitating conditions, UTAUT

Abstract: The paper examines factors influencing online purchase intention of Vietnamese. Based on the Unified Theory of Acceptance and Use of Technology (UTAUT), the study develops a theoretical model including four explanatory variables of online purchase intention: performance expectancy (PE), social influence (SI), effort expectancy (EE) and facilitating condi-tions (FC). The empirical results obtained in a sample of 204 valid interviewees reveal the statistically significant and concurrent impact of the mentioned determinants on the intention to purchase online. Among them, performance expectancy (PE) and social influence (SI) exert the most significant influence. The findings provide guidance for online firms to improve their conditions and develop marketing strategies in order to highlight efficiency, ease of use, and convenience; become a trend of social communities and then encourage the online purchase.

How to cite this paper
Doan, T. (2020). Factors affecting online purchase intention: A study of Vietnam online customers.Management Science Letters , 10(10), 2337-2342.

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Journal: Management Science Letters | Year: 2020 | Volume: 10 | Issue: 10 | Views: 12906 | Reviews: 0

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