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This research was carried out to analyze factors influencing the online purchase intention of customers in Ho Chi Minh City. Through the combination of qualitative research and quantitative research, the author conducted a survey of 226 customers who intended to engage in online purchase in Ho Chi Minh City. As can be seen from the research results, there were 5 groups of factors influencing the customers' online purchase intention, namely: (1) Perceived usefulness; (2) Perceived ease of use; (3) Perceived risk; (4) Subjective norm; and (5) Price expectation. This is an important basis for enterprises in Ho Chi Minh City to develop directions and strategies for the purpose of positively influencing on the customers' online purchase intention by applying the extended theory of planned behavior (abbreviated TPB).
Nội dung trích xuất từ tài liệu:
Research on Online Purchase Intention of Customers in Ho Chi Minh Based on TPB Theory
