Article: Factors affect consumers' online shopping behaviour via a mediator factor Journal: International Journal of Economics and Business Research (IJEBR) 2024 Vol.27 No.4 pp.693 - 711 Abstract: This study aims to estimate the factors affecting consumers' online shopping behaviour in Vietnam under the role of a mediating factor. Based on consumer behaviour theory, theory of planned behaviour, and theory of reasoned action, this study explores how personal and economic factors affect consumers' online shopping behaviour. Qualitative and quantitative methods show that the following factors have a significant and positive influence on consumers' shopping behaviour: perceived usefulness, risk perception, trust, promotion and advertising, website quality, and macroeconomic factors. These aspects establish a direct connection with online shopping behaviour, mediated by the intention to shop online. This study underscores the significance of motivating consumers to engage in online shopping, particularly during the COVID-19 pandemic. Inderscience Publishers - linking academia, business and industry through research

Title: Factors affect consumers' online shopping behaviour via a mediator factor

Authors: Kim Quoc Trung Nguyen

Addresses: Faculty of Accounting – Auditing, University of Finance – Marketing, 778 Nguyen Kiem, Ward 4, Phu Nhuan District, Ho Chi Minh City, Vietnam

Abstract: This study aims to estimate the factors affecting consumers' online shopping behaviour in Vietnam under the role of a mediating factor. Based on consumer behaviour theory, theory of planned behaviour, and theory of reasoned action, this study explores how personal and economic factors affect consumers' online shopping behaviour. Qualitative and quantitative methods show that the following factors have a significant and positive influence on consumers' shopping behaviour: perceived usefulness, risk perception, trust, promotion and advertising, website quality, and macroeconomic factors. These aspects establish a direct connection with online shopping behaviour, mediated by the intention to shop online. This study underscores the significance of motivating consumers to engage in online shopping, particularly during the COVID-19 pandemic.

Keywords: COVID-19; online shopping behaviour; online shopping intention; consumers; Ho Chi Minh City.

DOI: 10.1504/IJEBR.2024.138914

International Journal of Economics and Business Research, 2024 Vol.27 No.4, pp.693 - 711

Received: 28 Aug 2023
Accepted: 31 Dec 2023
Published online: 03 Jun 2024 *

Title: Factors affect consumers' online shopping behaviour via a mediator factor

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