Retail attributes of online retailing channel: A study in Vietnam

Abstract

This study discovers the retail attributes of online retailing channels, which are e-commerce websites and e-commerce platforms such as Shopee, Lazada, Tiki, Sendo, etc., in Vietnam. In the mixed method research, a sample of 18 consumers was interviewed to explore the retail attributes of online retailing channels, and a sample size of 288 consumers was surveyed. Exploratory Factor Analysis (EFA) is used to group the attributes and Confirmatory Factor Analysis (CFA) is used to test the model. The research has explored 04 retail attributes of online retailing channels: Delivery Service, Location and Time Convenience, Ease of Goods Selection, and Merchandise.