Factors influencing online purchase intention among Vietnamese: Expansion of technology acceptance model (TAM) theory

Abstract

The study investigated various factors influencing Vietnamese consumers' intentions towards online shopping. The Technology Acceptance Model (TAM) was used as a foundational theory to develop a conceptual framework to examine the influence of diverse factors on consumer intentions toward online shopping. The study used a structured questionnaire to poll the opinions of 468 consumers on factors affecting online shopping behavior, and the data obtained was analyzed using SPSS 20.0 software. Research results show that social influence has the most potent effect on online purchase intention, followed by experience and perceived usefulness; perceived trust has an insignificant impact on online purchase intention, while perceived risk has a negative impact on online purchase intention. The research results are valuable literature for online businesses to develop appropriate business strategies to attract more customers.