Consumer Behaviour Towards Vietnamese Online Shopping Websites in the Covid-19 Pandemic
Main Article Content
Abstract
The theory of planned behaviour (TPB) was applied in this research in order to evaluate the influences of three factors including attitude, subjective norm and perceived behavioural control on online shopping purchase intention and behaviour towards websites in Vietnam. Data were collected from 170 online buyer in Vietnam, who responded willingly and fully to a questionnaire-based survey through Google Drive. The analysis results show that all three factors have positive impact on customer’s online purchase intention and behaviour in the Covid-19 pandemic. Especially, attitude is considered to have the greatest effects, followed by subjective norm and then perceived behavioural control that impacted on consumer shopping intention. In addition, the research also proposed some implications to diversify Covid-19 propagandas, encourage people using online shopping as well as support them in daily life during Covid-19 pandemic.
Keywords:
Theory of planned behaviour (TPB), online purchase intention, online shopping behaviour, online shopping website, Covid-19 pandemic.
References
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[6] I. Ajzen, “The theory of planned behavior”, Organizational Behavior and Human Decision Processes 50(2) (1991) 179-211.
[7] M. Fishbein, I. Ajzen, Belief, Attitude, Intention, and Behavior, Reading, Mass.: Addison-Wesley, 1980.
[8] H.F. Lin, “Predicting consumer intentions to shop online: An empirical test of competing theories”, Electronic Commerce Research and Applications 6(4) (2007) 433-442.
[9] Thanh Nien, “The Covid-19 pandemic has changed consumer’s food shopping habits”, available at: https://thanhnien.vn/cong-nghe/dai-dich-covid-19-thay-doi-thoi-quen-mua-sam-thuc-pham-1205087.html/, 2020 (accessed 2 April 2020) (in Vietnamese).
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[15] VTV News, “Changing consumer behaviour due to the Covid-19 pandemic”. https://vtv.vn/tieu-dung/thay-doi-hanh-vi-tieu-dung-do-covid-19 2020032310215489.htm, 2020 (accessed 30 March 2020) (in Vietnamese).
[16] N. Delafrooz, L.H. Paim, A. Khatibi, “A Research Modeling to Understand Online Shopping Intention”, Journal of Basic & Applied Sciences 5 (2011) 70-77.
[17] J.F. Hair, W.C. Black, B.J. Babin, R.E. Anderson, Multivariate data analysis: Pearson new international edition, Pearson Higher Ed, 2013.
[18] Ministry of Industry and Trade, “Some solutions for being safe in shopping journey in the Covid-19 pandemic”. https://congthuong.vn/giai-phap-mua-sam-an-toan-trong-mua-dich-covid-19-132787. html/, 2020 (accessed 7 April 2020) (in Vietnamese).
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