Online Shopping, Vietnamese Attitude, e-commerce practitioners
A rise Internet usage can directly be correlated to the systematic advancement of information and technology, which has vastly changed ways in which goods and services are purchased and sold globally. Sellers do not have to display goods on shelves with price tags and hire sales assistants; shops' owners now take pictures of products and post them on the Internet with description and price for customers to choose. In the same way, buyers can sit at home, access to websites to buy products with provided information to review and compare between products and stores. With some clicks on the webs, they can easily buy what they want and wait for the delivery at doors. Online buying has seen the rise in the number of online shoppers, with a number of consumers' characteristics revealing substantial differences with respect to the online shopping and the nature of products and services traded. Therefore, it means that consumers' attitude toward online shopping can be measured in terms of their expectations and demographic profiles (Saprikis, Chouliara & Vlachopoulou 2010).
One of the issues that e-commerce practitioners face is generating benefits from online stores. Recent studies on shopping online have attempted to identify factors influencing online shoppers' attitudes by considering various approaches while focusing on different ways. One way that many researches have used to approach their studies is by linking the store image and purchases intention (Grewal, Krishnan, Baker & Borin 1998, p.238). Store image can be used as predictor and presentation of online stores to the public.
[...] Consumers' motivations to shop online include both hedonic and utilitarian dimensions. Whilst some shoppers can be regarded as problem solvers, others are termed as fantasy, fun, enjoyment, arousal, and sensory stimulation seekers (Boostrom 2013, p.204). Those considered problem solvers shop online merely to acquire a specified service or product. To contrast, the other category considers shopping as entertainment that result to fun that arises from the shopping experience. Such characterization of online shoppers is in tandem with the technology acceptance model fancied by trust (Boostrom 2013 p.204, Martín &Camarero p.550). [...]
[...] Attitude towards an act is perceived as a function of consequences that associate people with behavior. The subjective norm is a function belief regarding the expectations and motivations that comply with the referents. To better understand consumers' attitudes towards shopping online and intentions in shopping online, studies have developed frameworks based on past studies on the adoption of new technologies. In one of the frameworks, online shopping is perceived as the brainchild of subjective norms and attitudes leading to a behavioral intention towards a target (shopping online) (Ajazen p. [...]
[...] This means that fears of cybercrime are on a downward trend for majority of young Vietnamese purchasing online. However, for many young Vietnamese online buyers, prices of the products and services does not influence their online buying decisions, but the general website quality, ease of finding the specific product, payment method and website or product review are the most determinant of their decisions for online buying. Ease of finding the specific product in this case reflects the consumers' perception of the process that leads to the desirable outcome. [...]
[...] The research objective is to explore the attitudes of the young Vietnamese towards online shopping. The theoretical model of these studies is that when consumers accept and go ahead to use online stores, they accept and use of innovations and technology (Malhotra & McCort 2001, p.12). To reach the objective and aims of the study, the research will employ quantitative approach in the form of questionnaires in an online survey to collect data by sending them to 100young Vietnamese from 20 to 25 in Ha Noiand Ho Chi Minh cities, who will be a representative sample of the target population. [...]
[...] Research question What drives the young Vietnamese attitude towards online shopping? What are the differences in attitude towards online shopping of between who have done and who have not? Do online buyers beware of Cybercrime in Vietnam and what do they think about that? Methodology TRA will be applied for this study as an empirical study of 135 research participants; 75 young people in Ha Noiand and 60 young people in Ho Chi Minh City. A total of 44 males and 91 females were selected to participate in the research. [...]
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