Evaluating Factors Influencing Consumer Satisfaction towards Online Shopping in Viet Nam

This research attempted to find out the factors that are affecting customers’ intention and satisfaction to shop online. To shop on Internet becomes an alternative for consumers since it is more comfortable than conventional shopping which usually attributed with anxious, crowded, traffic jam, limited time, parking space and etc. Internet in Viet Nam is still considered as a new medium toll between the retailers and the consumers, and also retaining customers on e-retail is the most issue that is faced any e-retail store. To increase the understanding in this area, the following questions need correct answers. Are Viet Nam ready to embrace Internet shopping? In addition, this study intends to know the reasons, why Viet Nam customers accept or refuse internet shopping application? And what are dominant predictors that influence the customers’ satisfaction to shop on internet in Viet Nam? Findings of this research will provide a yardstick to customer satisfaction and online shopping based on various issues such as Merchandise attribute, Payment method, security, privacy, customer service etc.