What Determines the Online Shopping Intention of Vietnamese Consumers?

Purpose - The research aims to explore the ability of the combination of the Technology Acceptance Model (TAM) and Theory of Reasoned Action (TRA) to predict and explain the online shopping intention of Vietnamese consumers. The findings of this study provide empirical results to assess the factors influencing behavioural intention in the E-commerce field. Research design, data, and methodology - The research approach of this study is quantitative. The data was collected from 214 respondents on e-commerce platforms. The collected data will then be analyzed to test the proposed hypothesis in this study. Multiple Regression Analysis and Simple Linear Regression are employed to test the hypothesis. Result - Perceived benefits, Perceived risk reduction, and trust positively influence Attitude toward using E-commerce. There is a positive relationship between Subjective norms and Behavioural intention to shop online. There is a positive relationship between Attitude toward using E-commerce and Behavioural intention to shop online. Conclusion - This study is based on the Theory of Reasoned Action (TRA) model and the Technology Acceptance Model (TAM) to explore the factors influencing the online shopping intention of Vietnamese consumers. Besides, this paper contributes to the managerial implications for E-commerce managers and policymakers to promote E-commerce among Vietnamese consumers.