Factors influencing the buying decisions of Vietnamese employees for online service vouchers Online publication date: Wed, 28-Aug-2024
by Ha Nam Khanh Giao
International Journal of Business Innovation and Research (IJBIR), Vol. 34, No. 4, 2024
Abstract: The main objectives of this study are to identify the factors that influence Vietnamese employees' decisions to purchase online service vouchers, measure the impact of each factor and analyze the demographic differences in these purchasing decisions. The research involved surveying 331 employees who had previously purchased online service vouchers. The methodologies employed included Cronbach's alpha analysis, exploratory factor analysis, and multiple linear regression analysis; all conducted using the SPSS program. The findings indicate that several factors influence the purchase decisions of Vietnamese employees. These factors, ranked by their decreasing impact, include reference group, credibility, website responsiveness, price, online shopping experience, and convenience. Additionally, the study offers recommendations for website-owning companies to enhance their ability to sell online service vouchers.
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