Title: Factors influencing the buying decisions of Vietnamese employees for online service vouchers

Authors: Ha Nam Khanh Giao

Addresses: Faculty of Business Administration, Vietnam Aviation Academy, A65 Nam Thong 1 Quarter, Phu My Hung, Tan Phu Ward, District 7, Ho Chi Minh City, Vietnam

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.

Keywords: buying decision; online service voucher; Vietnamese staff.

DOI: 10.1504/IJBIR.2024.140594

International Journal of Business Innovation and Research, 2024 Vol.34 No.4, pp.567 - 588

Received: 07 Apr 2021
Accepted: 10 Jun 2021
Published online: 28 Aug 2024 *

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