A Study on Factor that Effect on Consumer’s Behaviour on Cross-Border E-Commerce in Vietnam - Ho Chi Minh City

Vietnam E-commerce has been used and developed 10 years ago but recently, with removing tariff barriers, Vietnam’s customer can easily buy almost thing in the foreign web-site. However, little research has been done to study how to customer’s using intention on across national borders. This study aims to find the factors that effect to customer’s using intention on foreign direct online shopping. A conceptual model is developed from the perspectives of customer’s trust and value. We also examine the impact of information’s signal, security and safe, country image on customer’s trust, as well as the impact of benefits, innovation, cost on customer’s perceived value. This study use an online survey to make questionnaire about the factor and use the answer to test the research model. Our findings can help researchers and practitioners understand the barriers and behaviour of Ho Chi Minh City’s customers to cross-border e-commerce and devise strategies to make profit.