Marketing and Management of Innovations, 4, 2022

ISSN 2218-4511 (print) ISSN 2227-6718 (online)

ESTABLISHING CUSTOMER BEHAVIOR THROUGH E-COMMERCE WEBSITES IN NEWLY

EMERGING MARKET

Thi Huong Giang Vo, https://orcid.org/0000-0002-2523-5880

Ph.D., Ho Chi Minh City University of Food Industry, Vietnam
James Cho, https://orcid.org/0000-0002-3973-2503
Lunghwa University of Science and Technology, Taiwan
Khoa Huan Le, https://orcid.org/0000-0003-1271-3190
Saigon University, Vietnam
Duy Binh Luong, https://orcid.org/0000-0002-4306-6726
Ph.D., Saigon University, Vietnam
Corresponding author: Duy Binh Luong, [email protected]
Type of manuscript: research paper

Abstract: E-commerce is creating growth opportunities for e-retailers, especially during the Covid-19 outbreak. It
increases the perceptions of both providers and customers toward their shopping convenience. In 2021, Vietnam became
one of the fastest-growing countries among Southeast Asia's Internet economies. However, both scholars and
management practitioners have argued the inconsistent assessments of the factors affecting customer purchase behavior
in online settings. Thus, this study aims to identify the critical factors influencing customer behavioral intention toward
e-commerce websites that were adopted from well-established models and relevant literature. The online survey was the
data collection method. All items were measured through a 5-point Likert scale. This study proposed and analyzed a
conceptual framework using existing survey data from 312 samples in the context of online buying via e-commerce
websites. Data were analyzed by using the statistical tool SPSS. The results indicated that factors including perceived
usefulness, transaction security, perceived ease of use, trust, and subjective norm positively influence customer shopping
intention. The results revealed the most prominent impact of the transaction security on customer purchase intention.
Besides, perceived risk is a significant barrier in online shopping through e-commerce websites. The researchers have
brought practical insights and made conceptual contributions by extending existing research on the technology
acceptance model (TAM) and theory of planned behavior (TPB) regarding online shopping on the e-commerce website.
The paper helps to validate and strengthen the importance of customer purchase intention in an e-shopping environment.
The findings would help e-commerce providers be able to formulate specific strategies to increase customer usage
significantly. Moreover, managers can focus their attention and resources on the greatest significant factors regarding
their effects on behavioral intention.
Keywords: customer behavior, e-commerce, online shopping, shopee.
JEL Classification: M31, M37, M39

Received: 29 October 2022 Accepted: 02 December 2022 Published: 30 December 2022

Funding: This research received no external funding.

Publisher: Sumy State University

Cite as: Vo, T. H. G., Cho, J., Le, K. H., & Luong, D. B. (2022). Establishing Customer Behavior Through
E-Commerce Websites in Newly Emerging Market. Marketing and Management of Innovations, 4,
85-93. https://doi.org/10.21272/mmi.2022.4-09

Copyright: © 2022 by the author. Licensee Sumy State University, Ukraine. This article is an open
access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license
(https://creativecommons.org/licenses/by/ 4.0/).
85
Marketing and Management of Innovations, 4, 2022
ISSN 2218-4511 (print) ISSN 2227-6718 (online)

Introduction. Advancements in technology and the Internet revolution are now integral parts of people's
lives. According to Athapaththu and Kulathunga (2018), the impact of this growth has prompted a surge of
new activities and gradually altered customer shopping behavior. With the Internet, a business can benefit
from reaching and communicating with its customers (Kamalul Ariffin et al., 2018). Statista's (2022) report
shows that 4.9 billion people used the Internet in 2022, around 50 percent higher than in 2013. Particularly
this phenomenal growth is even more dramatic in Asia, including Vietnam. According to Vietnam's e-
commerce statistics in 2021, e-commerce sales were estimated to hit about 13.7 billion US dollars, becoming
one of the fastest-growing countries among Southeast Asian Internet economies. Moreover, its revenue was
projected to reach 39 billion US dollars by 2025 (Statista, 2022). Hence, Vietnam's e-commerce has become
an attractive market with significant growth.
Moreover, COVID-19 has recently greatly impacted the world's socio-political, cultural, and economic
aspects. The tourism economy and transportation activities have been interrupted due to public health and
social measures such as strict social distancing and movement restrictions (Sigala, 2020). Therefore, there was
an increasing popularity in demand for online shopping. People tend to order online under home quarantine
as the right course of action during the outbreak. In order to stay on top of e-commerce trends, it is necessary
to study customers’ online shopping experiences. E-commerce has become popular for B2B, B2C, and C2C
transactions (Ru et al., 2021). It makes shopping much easier and more convenient for buyers and retailers.
Customers just need to stay at home, search for products, place an order, complete the transaction and wait
for them to be delivered (Rita et al., 2019). Currently, e-commerce is concerned with multiple types, including
retail and wholesale, finance, manufacturing, healthcare, marketing, mobile and web-based applications,
online ticketing, online publishing, and e-banking (Faisal, 2019). Comprehensive literature reveals that many
previous studies investigated factors affecting adoption intention among online customers (Zhang et al., 2012;
Gerpott et al., 2014; Phong et al., 2018). Previous studies have presented modified models that incorporated
mainly driving factors of technology from the best-known models such as TAM and TPB. In addition,
Meskaran et al. (2013) found that the extrinsic factors involved transaction security related to customer online
purchase intention. However, previous studies have mainly focused on its relation with attitude (Salo and
Karjaluoto, 2007; Tran and Nguyen, 2022). Furthermore, in e-commerce, many prior researchers argued that
perceived risk and trust were important factors influencing customer buying intention. Yet there has not been
a consistent result of the confirmed relationship between online buying intention and perceived risk across
various situations (Gefen et al., 2003; Ha et al., 2021). Notably, the relevant research was found in most
developed countries with well-developed digital infrastructure (Slade et al., 2015).
Furthermore, as an integral part of modern societies, especially in developed countries, customers are
increasingly relying on online shopping with perceived behavioral control and positive attitude while
perceiving a low level of perceived risk (Hanafizadeh et al., 2014; Malaquias and Hwang, 2016). Existing
evidence noted that customers' perceived risk and trust could change across different countries due to the
variation in economic patterns (Malaquias et al., 2016), which substantially exhibits contrasting levels in
adopting e-commerce. Also, Choudhary and Dhillon (2018) suggested that it is essential to address the main
security concerns in the e-retailing context and e-businesses. It may increase e-commerce penetration in the
upcoming years by lowering the concerns or risks associated with digital security, such as payment and
personal information issues. Therefore, considering these factors, the present study develops for examining a
model of factors affecting the customer purchase intention of mobile shopping websites.
Literature Review. Trust is defined as a personal commitment that an online store will do its best, act on
its expectations, and focus on its customers (Dachyar and Banjanahor, 2017). Online trust is the level
customers believe that online sellers can provide the product/service they promised. It is about their
perceptions of the likelihood of their exposure to certainty and security in online shopping (Sahney et al.,
2013). In e-commerce, it is the responsibility of those doing online business to give useful information and
support customers to successfully complete their mission (Dachyar et al., 2017). Furthermore, trust becomes
a critical tactic while dealing with an unclear and unmanageable future (Kim et al., 2008). In a broad sense,
trust refers to a person's belief in an individual's positive expectations of others' actions, which are often based
on previous experiences (Gefen, 2000). Most research has recently reinforced the important role of trust in
the research model within the online context and in completing a successful transaction. They found that trust
positively influences online purchase intention (Phong et al., 2018; Nassuora, 2013). Therefore, trust can
direct the success of customers' online shopping intention toward mobile shopping websites. Hence, H1 is
developed as follows:
H1: Trust positively influences customer purchase intention on e-commerce websites.

86
 Marketing and Management of Innovations, 4, 2022
ISSN 2218-4511 (print) ISSN 2227-6718 (online)

Perceived risk is a significant obstacle for online users who consider the dangers of online shopping (Kim
et al., 2008). According to Ariffin et al. (2018), perceived risk is portrayed as a crucial determinant of customer
purchase intention. In online settings, customers identify and categorize the perceived risks based on their
subjective perceptions of risk associated with financial, performance, psychology, time, and convenience
issues during their online shopping (Forsythe and Shi, 2003). In e-commerce, behavioral ambiguity and risk
evaluation to a web retailer's ability to gain customer trust are reduced (Dachyar et al., 2017). Customers'
perceived risks are a significant barrier when deciding whether or not to make an online transaction (Kim et
al., 2008). Due to the inability to direct and physically evaluate the product, online customers are afraid or
worried if the purchase is as expected. Hence, buyers who are doing online shopping are reluctant to order on
the web because they feel there will be more risk when compared to traditional shopping (Kim et al., 2008).
As a result, it should come as no surprise that customers will be wary of the risk in online transactions. This
fear may affect their decisions to buy from an online vendor (Kim et al., 2008). The negative relationship
between perceived risk and purchase intention has been found in recent studies (Phong et al., 2018; Tran and
Nguyen, 2022). Hence, this study consolidates the negative impact of perceived risk on customer purchase
intention toward mobile shopping websites. The following hypothesis is proposed below:
H2: Perceived risk negatively influences customer purchase intention on e-commerce websites.
Usefulness is the degree to which a person believes using a particular system will improve their
performance (Davis, 1989). The perceived usefulness of an online website is often determined by the validity
of its technological features (Ru et al., 2021). In addition, customers could complete their shopping tasks more
rapidly using online transactions rather than traditional transactions (Dachyar et al., 2017). Individuals are
more likely to adopt a modern system if it can benefit them in a useful way (Ru et al., 2021). Moreover, it is
also described as the degree to which customers believe an online website could provide them with value and
efficacy when making an online purchase (Ru et al., 2021). However, perceived usefulness directly influences
customer behavioral intention, generating the actual behavior (Renny et al., 2013). Furthermore, it is critical
to provide a variety of essential features and extensive product descriptions on the website to enable customers
to receive the product details they require and to assist them in making purchasing decisions (Lim et al., 2016;
Ru et al., 2021). Therefore, perceived usefulness affects customers' online shopping intention. This study
proposes the following hypothesis:
H3: Perceived usefulness positively influences customer purchase intention on e-commerce websites.
Ease of use is defined as the degree to which it is easy for a person to use a particular system (Davis, 1989).
A website with a user-friendly interface will improve the likelihood of making an online transaction (Chiu et
al., 2005; Ru et al., 2021). A well-designed website increases customer enjoyment and thereby helps increase
purchase intention (Lee and Lin, 2005; Ru et al., 2021). The website design must be easy to read, attractive
and neat for customers to access (Ru et al., 2021) easily. Ease of use is the degree to how ease a buyer can use
a website with less effort (time and energy) (Chen and Teng, 2013). Perceived ease of use refers to a user's
perception of a technology's ease of use in accessing websites, Internet operations, and web interfaces
(Davis,1989; Moslehpour et al., 2018). The perceived ease of use reflects the difficulty or ease with which the
technology is used and the effort required to use it (Ernungtyas, 2017). Therefore, perceived ease of use
positively influences customers' online shopping intention. This study proposes the hypothesis:
H4. Perceived ease of use positively influences customer purchase intention on the e-commerce website.
Subjective norm refers to the expectation that an individual or group of individuals will approve and
support a given behavior (Ham et al., 2015). Individuals behave in a specific way to be perceived as a member
under peer pressure. It creates motivation to follow the group's beliefs (Ham et al., 2015). In the context of e-
commerce, subjective norm describes customers' social pressure to improve their intention to purchase
products from online shops (Ru et al., 2021). It describes buyers' perceptions of influences from others, such
as colleagues, family, peers, companies, and authority figures (Bhatti and Akram, 2020). These conventions
have an impact at a very early stage of the purchase process, especially for first-time buyers with minimal
expertise (Bhatti and Akram, 2020). If a person is unsure where or how to obtain specific things, he or she
may seek advice from those in their immediate vicinity, such as acquaintances and family members (Ru et al.,
2021). Furthermore, it demonstrates that a person can be readily influenced by others' opinions, who they
consider important, such as encouraging or persuading him or her to engage in online buying (Sin et al., 2012;
Ru et al., 2021). Therefore, the subjective norm positively affects customers' intention to purchase in e-
commerce. Thus, the following hypothesis developed as follows:
H5: Subjective norm positively influences customer purchase intention on e-commerce websites.
Security is one of the most important constraints affecting e-commerce because of the freeness of the tools
used on the website (Zorkadis and Karras, 2000; Do et al., 2019). Online shoppers are always concerned with
87
Marketing and Management of Innovations, 4, 2022
ISSN 2218-4511 (print) ISSN 2227-6718 (online)

Internet issues during the shopping process due to their fear of online identity theft. Possible problems may
involve misinformation, wiretapping, and information theft (Do et al., 2019). The requirements of transaction
security are completeness, accuracy, the confidentiality of customer information, and privacy. Digital
technologies have led to another requirement of a business's effective customer relationship strategy involving
strengthening customer intimacy and integrating security issues (Tsiakis and Sthephanides, 2005).
Moreover, security involves data and information protection within a system through a set of procedures,
techniques, and computer programs to avoid a situation resulting in economic hardship (Tsiakis and
Sthephanides, 2005). Previous research found that perceived security positively influences customers' online
purchase intention (Meskaran et al., 2013; Tran et al., 2022). Therefore, transaction security is essential to
customers' online shopping intentions.
H6: Transaction security positively influences customer purchase intention on e-commerce websites.
Methodology and research methods. The questionnaire was developed based on previous studies. This
research adopted three trust items from Kim et al. (2008). Items for perceived risk (four items) were motivated
by Chan and Lu (2004). Three items for subjective norm were based on Lim et al. (2011). The measurement
of perceived usefulness (four items) and perceived ease of use (four items) were based on Heijden et al. (2003)
and Hasan et al. (2015). Vasic et al. (2019) developed three transaction security items. Kim et al. (2008)
measured three items of purchase intention. Survey items were measured on a five-point Likert scale from 1
to 5. The measurement items were taken from the instruments developed and validated in previous research.
Google forms were used to create an online survey. Five Vietnamese marketing experts participated in the
questionnaire review to have it modified and consolidate the appropriateness of the variables in investigating
Vietnamese customer purchase intention through e-commerce websites. Bilingual translators translated the
original English version into Vietnamese, and back translation was used to check the translation accuracy. In
the pre-test, the preliminary Vietnamese version was tested on 50 samples to pinpoint problem areas relating
to the wording and measures of key variables in the framework. The modification was taken place to validate
the instruments for this study. Then, researchers distributed the completed questionnaire to potential
respondents. The research targeted respondents across the Vietnamese Gen Y and Gen Z customers because
they are more likely to expand their knowledge of and work well with emerging technologies along with faster
growth in disposable income (Immordino-Yang et al., 2012). We surveyed Vietnamese shoppers who
regularly did their shopping through standard e-commerce websites. Afterward, the initial participants were
asked to recruit the next ones to expand the pool of potential respondents. The invitation, including an URL
link to the online survey, was provided to them through the Internet. Specifically, a filter question was used
at the beginning of the questionnaire to determine if the participants had had past usage or experience with
Shopee website shopping. 320 questionnaires were obtained from all respondents. After data cleaning, a
sample of 312 valid responses was used for the final analysis. SPSS version 22 was adopted for data analysis
in this study.
Results. Of a total sample of 312 respondents, the gender information with 56.1 % females (N = 175) and
43.9 % males (N = 137). Most of the respondents were 18–24 years old (60.9%), followed by 25–30 years old
(27.2%) and 31–40 years old (11.9%). Most respondents had a monthly income greater than 5 million (40.1%).
The average level of online shopping was regular (72.1%). Most respondents had more than 4 times of online
shopping per month (52.9%) (Table 1).

Table 1. Sample profile

Item Number Percentage (%)
Female 137 43.9
Gender
Male 175 56.1
18-24 190 60.9
Ages 25-30 85 27.2
31-40 37 11.9
<5 million 65 20.8
5-10 million 125 40.1
Monthly income
10-15 million 67 21.5
>15 million 55 17.6
Regularly 225 72.1
Level of online shopping Sometimes 68 21.8
Seldom 19 6.1

88
 Marketing and Management of Innovations, 4, 2022
ISSN 2218-4511 (print) ISSN 2227-6718 (online)

Continued Table 1
Item Number Percentage (%)
2-3 times 60 19.2
Frequency of online shopping per
3-4 times 87 27.9
month
>4 times 165 52.9
Sources: developed by the authors.

The index KMO varies from 0 to 1, while 0.6 has been proposed for good factor analytics as the minimum
value (Tabachnick and Fidell, 2013; Pallant, 2016). The significance of Bartlett's sphericity should be lower
than 0.05 (Pallant, 2016). The study results show that KMO is 0.78 and Barlett's Test is 0.000, which shows
very well in factor analysis. The total variance extracted is 73.52% (> 50%) (Table 2).

Table 2. Factor analysis descriptives

Number of items Cumulative % Eigenvalues KMO Sig.
21 73.52 1.159 0.78 0.000
Sources: developed by the authors.

The results showed Cronbach's α of the independent variables and factors loading (Table 3). All α values
range from 0.732 to 0.941, which are greater than 0.7 (Hair et al., 2010). It means that the reliability of
measurement is acceptable. In the early stages of research, exploratory factor analysis is often used to obtain
information on the interconnections of a set of variables (Pallant, 2016). Table 3 shows that all loading factors
are greater than 0.05 (Hair et al., 2010).

Table 3. Factor analysis and Cronbach α

Factors Items Factor loading
PE3 0.847
Perceived
PE4 0.841
ease of use
PE2 0.798
(α = 0.857)
PE1 0.569
PR3 0.874
Perceived risk PR4 0.828
(α = 0.874) PR1 0.818
PR2 0.648
TS3 0.868
Transaction security
TS2 0.857
(α = 0.0.804)
TS1 0.681
SN2 0.964
Subjective norm
SN1 0.945
(α = 0.941)
SN3 0.920
PU3 0.868
Perceived usefulness PU1 0.750
(α = 0.770) PU4 0.706
PU2 0.665
TR2 0.826
Trust
TR1 0.804
(α = 0.732)
TR3 0.686
PI1 0.895
Purchase Intention
PI3 0.884
(α = 0.841)
PI2 0.849
Sources: developed by the authors.

The results showed the significant effect of perceived usefulness, transaction security trust, perceived risk,
perceived ease of use, trust, and subjective norm, on customer purchase intention (Table 4). The results found
that transaction security is the strongest positive factor (β = 0.373), followed by trust (β = 0.302), perceived
ease of use (β = 0.125), Subjective norm (β = 0.120), and perceived usefulness (β = 0.117).

89
Marketing and Management of Innovations, 4, 2022
ISSN 2218-4511 (print) ISSN 2227-6718 (online)

Table 4. Multiple Regression Results

Factor Beta t-value Sig.
Perceived usefulness .117 2.654 .008
Transaction security .373 8.069 .000
Perceived risk -.131 -2.515 .012
Perceived ease of use .125 2.482 .014
Trust .302 6.918 .000
Subjective norm .120 2.902 .004
Sources: developed by the authors.

Thus, hypotheses 1,3,4,5, and 6 are supported. Hypothesis 2, suggesting that the perceived risk negatively
influences customer purchase intention on the website, was significant (β = –0.131). Thus, hypothesis 2 was
supported.
Conclusions. The study is based on scholarly and industry literature to analyze customers' intention to
adopt e-commerce websites in Vietnam. The focus was specifically on the Shopee website platform used to
purchase online, especially during the Covid-19 outbreak. Some factors of the research model were based on
TAM, and TPB, such as perceived usefulness, subjective norm, and perceived ease of use, along with extrinsic
factors, such as transaction security, perceived risk, and trust. The main objective was to study the impact of
these independent variables on the adoption intention of Vietnamese customers to use this type of e-commerce
website. The results found confirmed all the hypotheses. Indeed, transaction security and trust have greater
effects on behavioral intention. These findings are in contrast with the salient characteristics of online
shopping in developed countries in which customers perceive a lower level of risk and security due to reduced
cost and the important role of online shopping as an integral part of their lives (Slade et al., 2015; Hanafizadeh
et al., 2014; Malaquias and Hwang, 2016). Nevertheless, it is consistent with the results of Davidaviciene et
al. (2021) that e-shop security presents as one of the most considerable characteristics of online shopping.
Simultaneously, perceived risk is also a significant factor in customer adoption intention, contributing further
to the inconsistent relationship between perceived risk and online shopping intention (Gefen et al., 2003; Ha
et al., 2021). The research highlights the importance of beliefs such as perceived ease of use, subjective norm,
and perceived usefulness as significant determinants of adoption intention. This study substantially contributes
to the implications of consumer behavior toward online shopping. It theoretically attempts to integrate the
factors motivating and inhibiting customer purchase intentions in the context of e-commerce and confirms the
role of those factors that are adaptable and robust in online shopping settings in an emerging market like
Vietnam. Besides, e-commerce providers can formulate specific strategies to increase customer usage
intention significantly. Firstly, businesses can focus on and invest their resources in the key factors by
maintaining or improving to enhance customer purchase intention. It is essential to improve the security of
the systems by emphasizing the safety features offered by their transaction service providers. As a result, it
will positively enhance users' perceptions of available web security functions through tools such as encryption
and firewalls. Also, trust should be another major concern that could be strengthened through an advertising
campaign, privacy guarantees, company policies, and commitment.
Meanwhile, managers also need to focus on weakening perceived risk as a considerable barrier, including
faking, cheating, stealing personal information, product quality, and delayed delivery (Zhang et al., 2012).
They should ensure transparency about their commitment to issues customers are concerned about the most
on the website. Secondly, in addition, the customer perception of the ease of use and usefulness of the system
were significant determinants in the adoption of online shopping. Thus, focusing on good functions that
facilitate website accessibility and transaction efficiency, such as fast data processing capability, user-friendly
interface, and high-quality information, should be noticed. Thirdly, based on the positive effect of subjective
norms, marketing strategies for the reference groups should be utilized to maximize their influence on
customers, especially by generating information through mass media as social pressure on individuals to adopt
the website. Because the age group of the respondents is mainly 18-30 and the effects of conformity may
change with age (Jiang et al., 2015), generalization of the results should be cautioned, and the distribution of
the sample should be stipulated in further research. Besides, only Shopee was adopted as an e-commerce
website. Different e-commerce websites or platforms involve different functional communication and
participants. Hence, further investigation through various online platforms should be considered. Ultimately,

90
 Marketing and Management of Innovations, 4, 2022
ISSN 2218-4511 (print) ISSN 2227-6718 (online)

other factors affecting the behavioral intention to adopt the website have not been adequately considered in
the current study. They should be integrated and included in future research frameworks.
Author Contributions: conceptualization, T. H. G. V., D. B. L., J. C and K. H. L.; methodology,
T. H. G. V., D. B. L., and J. C.; software, D. B. L.; validation, T. H. G. V.; formal analysis, T. H. G. V., and
D. B. L.; investigation, T. H. G.V., D. B. L., and K. H. L.; resources, T. H. G. V., and D. B. L.; data curation,
T. H. G. V., and D. B. L.; writing-original draft preparation, J. C., and K. H. L.; writing-review and editing,
T. H. G. V., and D. B. L.; visualization, D. B. L., and K. H. L.; supervision, T. H. G. V., and D. B. L.; project
administration, D. B. L., and T. H. G. V.
Conflicts of Interest: Authors declare no conflict of interest.
Data Availability Statement: Not applicable.
Informed Consent Statement: Not applicable.

References

Athapaththu, J. C., & Kulathunga, D. (2018). Factors Affecting Online Purchase Intention: A Study of Sri
Lankan Online Customers. International Journal of Scientific & Technology Research, 7(9),120-128.[Google
Scholar]
Bhatti, A., & Akram, H. (2020). The moderating role of subjective norms between online shopping
behaviour and its determinants. International Journal of Social Sciences and Economic Review, 1-09. [Google
Scholar] [CrossRef]
Chai, W., Holak, B., & Cole, B. (2020). What is E-Commerce? Definition and Meaning. SearchCIO.
Retrieved from [Link]
Chan, S. C. (2004). Understanding internet banking adoption and use behavior: A Hong Kong
perspective. Journal of Global Information Management (JGIM), 12(3), 21-43. [Google Scholar] [CrossRef]
Chen, M. Y., & Teng, C. I. (2013). A comprehensive model of the effects of online store image on purchase
intention in an e-commerce environment. Electronic Commerce Research, 13(1), 1-23. [Google Scholar]
[CrossRef]
Chiu, Y. B., Lin, C. P., & Tang, L. L. (2005). Gender differs: assessing a model of online purchase intentions
in e‐tail service. International journal of service industry management. [Google Scholar] [CrossRef]
Choudhary, S., & Dhillon, S. (2018). An Empirical Perspective On Consumer’s Attitude Towards Online
Shopping. Marketing and Management of Innovations, 4, 212-220. [Google Scholar] [CrossRef]
Dachyar, M., & Banjarnahor, L. (2017). Factors influencing purchase intention towards consumer-to-
consumer e-commerce. Intangible Capital, 13(5), 946-966. [Google Scholar] [CrossRef]
Davidaviciene, V., Raudeliuniene, J., Jonyte-Zemlickiene, A., & Tvaronaviciene, M. (2021). Factors
Affecting Customer Buying Behavior in Online Shopping. Marketing and Management of Innovations, 4, 11-
19. [Google Scholar] [CrossRef]
Davis, F. (1989). Perceived Usefulness, perceived ease of use, and user acceptance of information
technology. MIS Quarterly, 13(3), 319-339. [Google Scholar] [CrossRef]
Do, T., Nguyen, T., Nguyen, C. (2019). Online Shopping in an Emerging Market: The Critical Factors
Affecting Customer Purchase Intention in Vietnam. Journal of Economics and Management Sciences, 2(2),
1-11. [Google Scholar] [CrossRef]
Ernungtyas, N. F. (2017). Perceived Usefulness and Ease of Use on Mobile Communication App Reviews.
Proceedings of the International Post-Graduate Conference on Media and Communication. [CrossRef]
Faisal, F. (2019). e Commerce Applications & How it Transforms your Business? Mindster. Retrieved from
[Link]
Fidell, S., Tabachnick, B., Mestre, V., & Fidell, L. (2013). Aircraft noise-induced awakenings are more
reasonably predicted from relative than from absolute sound exposure levels. The Journal of the Acoustical
Society of America, 134(5), 3645–3653. [Google Scholar] [CrossRef]
Forsythe, S. M., & Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal
of Business Research, 56(11), 867–875. [Google Scholar] [CrossRef]
Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega, 28(6), 725–737. [Google Scholar]
[CrossRef]
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model.
MIS Quarterly, 27(1), 51–90. [Google Scholar] [CrossRef]
Gerpott, T. J., & Thomas, S. (2014). Empirical research on mobile Internet usage: a meta-analysis of the
91
Marketing and Management of Innovations, 4, 2022
ISSN 2218-4511 (print) ISSN 2227-6718 (online)

literature. Telecommunications Policy, 38(3), 291-310. [Google Scholar] [CrossRef]

Ha, N. T., Nguyen, T. L. H., Pham, T. V., & Nguyen, T. H. T. (2021). Factors influencing online shopping
intention: An empirical study in Vietnam. Journal of Asian Finance, Economics and Business, 8(3), 1257–
1266. [Google Scholar] [CrossRef]
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed). NJ:
Prentice-Hall.
Ham, M., Jeger, M., & Frajman Ivković, A. (2015). The role of subjective norms in forming the intention
to purchase green food. Economic Research-Ekonomska Istraživanja, 28(1), 738–748. [Google Scholar]
[CrossRef]
Hanafizadeh, P., Behboudi, M., Abedini Koshksaray, A., & Jalilvand Shirkhani Tabar, M. (2014). Mobile-
banking adoption by Iranian bank clients. Telematics and Informatics, 31(1), 62-78. [Google Scholar]
[CrossRef]
Hasan, H., Harun, A., & Shaffran, M. (2015). Factors That Influence Online Purchase Intention Of Online
Brand, presented at The 11th Asian Academy of Management International Conference 2015. Penang,
Malaysia. [Google Scholar]
Heijden, H.V., Verhagen, T., & Creemers, M. (2003). Understanding online purchase intentions:
Contributions from technology and trust perpectives. European Journal of Information System, 12, 41-48.
[Google Scholar] [CrossRef]
Immordino-Yang, M. H., Christodoulou, J. A., & Singh, V. (2012). Rest is not idleness: Implications of the
brain’s default mode for human development and education. Perspectives on Psychological Science, 7(4),
352-364. [Google Scholar]
Kamalul Ariffin, S., Mohan, T., & Goh, Y.-N. (2018). Influence of consumers’ perceived risk on consumers’
online purchase intention. Journal of Research in Interactive Marketing, 12(3), 309–327. [Google Scholar]
[CrossRef]
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic
commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544–564.
[Google Scholar] [CrossRef]
Lee, G., & Lin, H. (2005). Customer perceptions of e-service quality in online shopping. International
Journal of Retail & Distribution Management, 33(2), 161-176. [Google Scholar] [CrossRef]
Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., & Abdullah, S. (2016). Factors Influencing Online
Shopping Behavior: The Mediating Role of Purchase Intention. Procedia Economics and Finance, 35, 401–
410. [Google Scholar] [CrossRef]
Lim, Y., Yap, C.S., & Lee, T.H. (2011). Intention to shop online: A study of Malaysian baby boomers.
African Journal of Business Management, 5, 1711-1717. [Google Scholar]
Malaquias, R. F., & Hwang, Y. (2016). An empirical study on trust in mobile banking: a developing country
perspective. Computers in Human Behavior, 54, 453-461. [Google Scholar] [CrossRef]
Meskaran, F., Ismail, Z., & Shanmugam, B. (2013). Online Purchase Intention: Effects of Trust and
Security Perception. Australian Journal of Basic and Applied Sciences, 7(6), 307-315. [Google Scholar]
Moslehpour, M., Pham, V., Wong, W.-K., & Bilgiçli, İ. (2018). e-Purchase Intention of Taiwanese
Consumers: Sustainable Mediation of Perceived Usefulness and Perceived Ease of Use. Sustainability, 10(1),
234. [Google Scholar] [CrossRef]
Nassuora, A. B. (2013). Understanding factors affecting the adoption of m-commerce by consumers.
Journal of Applied Sciences, 13(6), 913-918. [Google Scholar]
Pallant, J. (2016). Spss survival manual: A step by step guide to data analysis using Spss. Open University
Press. [Google Scholar]
Phong, N. D., Khoi, N. H., & Nhat, H. L, A. (2018). Factors affecting mobile shopping: a Vietnamese
perspective. Journal of Asian Business and Economic Studies, 25(2), 186-205. [Google Scholar] [CrossRef]
Renny, G., S., & Siringoringo, H. (2013). Perceived Usefulness, Ease of Use, and Attitude Towards Online
Shopping Usefulness Towards Online Airlines Ticket Purchase. Procedia - Social and Behavioral Sciences,
81, 212–216. [Google Scholar] [CrossRef]
Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on
customer behavior in online shopping. Heliyon, 5(10). [Google Scholar] [CrossRef]
Ru, L. J., Kowang, T. O., Long, C. S., Fun, F. S., & Fei, G. C. (2021). Factors Influencing Online Purchase
Intention of Shopee’s Consumers in Malaysia. International Journal of Academic Research in Business and
Social Sciences, 11(1). [Google Scholar] [CrossRef]
Sahney, S., Ghosh, K., & Shrivastava, A. (2013). Conceptualizing consumer “trust” in online buying
92
 Marketing and Management of Innovations, 4, 2022
ISSN 2218-4511 (print) ISSN 2227-6718 (online)

behaviour: an empirical inquiry and model development in Indian context. Journal of Asia Business Studies,
7(3), 278–298. [Google Scholar] [CrossRef]
Salo, J., & Karjaluoto, H. (2007). A conceptual model of trust in the online environment. Online
Information Review, 31(5), 604–621. [Google Scholar] [CrossRef]
Slade, E. L., Dwivedi, Y. K., Piercy, N.C., & Williams, M. D. (2015). Modeling consumers’ adoption
intentions of remote mobile payments in the United Kingdom: extending UTAUT with innovativeness, risk,
and trust. Psychology & Marketing, 32(8), 860-873. [Google Scholar] [CrossRef]
Sigala, M. (2020). Tourism and COVID-19: Impacts and implications for advancing and resetting industry
and research. Journal of Business Research, 117, 312–321. [Google Scholar] [CrossRef]
Sin, S. S., Nor, K. M., & Al-Agaga, A. M. (2012). Factors Affecting Malaysian young consumers’ online
purchase intention in social media websites. Procedia - Social and Behavioral Sciences, 40, 326–333. [Google
Scholar] [CrossRef]
Statista (2022). Number of internet users worldwide from 2005 to 2021. Retrieved from [Link]
Tran, V. D., & Nguyen, T. D. (2022). The impact of security, individuality, reputation, and consumer
attitudes on purchase intention of online shopping: The evidence in Vietnam, Cogent Psychology, 9(1).
[CrossRef] [CrossRef]
Tsiakis, T., & Sthephanides, G. (2005). The concept of security and trust in electronic
payments. Computers & Security, 24(1), 10-15. [Google Scholar] [CrossRef]
Vasic, N., Kilibarda, M., & Kaurin, T. (2019). The Influence of Online Shopping Determinants on
Customer Satisfaction in the Serbian Market. Journal of Theoretical and Applied Electronic Commerce
Research, 14(2). [Google Scholar] [CrossRef]
Zhang, L., Zhu, J., & Liu, Q. (2012). A meta-analysis of mobile commerce adoption and the moderating
effect of culture. Computers in Human Behavior, 28(5), 1902-1911. [Google Scholar] [CrossRef]
Zorkadis, V., & Karras, D. A. (2000). Security modeling of electronic commerce infrastructures.
IEEE/AFCEA EUROCOMM 2000. Information Systems for Enhanced Public Safety and Security (Cat.
No.00EX405). [Google Scholar] [CrossRef]

Ті Хуонг Гіанг Во, Ph. D., Університет харчової промисловості у Хо Ші Мін, В'єтнам
Джеймс Чо, D.B.A., Університет науки і технологій Лунга, Тайвань
Кхоа Хуан Ле, Сайгонський університет, В'єтнам
Дуй Бінь Луонг, Ph.D., Сайгонський університет, В'єтнам
Визначення споживчої поведінки клієнтів через сайти електронної комерції на нових ринках, що
розвиваються
Електронна комерція сприяє розвитку підприємств роздрібної торгівлі, особливо під час спалаху Covid-19.
Автори відмітили, що постачальниками та клієнти вважають більш зручним здійснення онлайн-покупок. У 2021
році інтернет-економіка В'єтнаму стала однією з найбільш стрімко зростаючих серед країн Південно-Східної
Азії. Однак, науковці та управлінці стверджують наявність суперечливості в оцінках факторів, які впливають на
купівельну поведінку клієнтів в онлайн-середовищі. Таким чином, метою даного дослідження є визначення
факторів, які мають найбільший вплив на поведінкові наміри споживачів при виборі сайту електронної комерції.
Підґрунтям дослідження стали результати онлайн-опитування 312 респондентів щодо здійснення ними онлайн-
покупок через сайти електронної комерції. Онлайн-опитувальник побудовано за принципом 5-бальної шкали
Лайкерта. Аналіз отриманих даних було здійснено за допомогою статистичного інструментарію програмного
забезпечення SPSS. Результати дослідження засвідчили, що позитивний вплив на наміри клієнта робити покупки
мають такі фактори, як уявна корисність, безпека транзакцій, уявна легкість користування, довіра та суб’єктивні
норми. Авторами встановлено, що безпека транзакції має найбільший вплив на намір клієнта здійснити покупку
в онлайн-середовищі. При цьому передбачуваний ризик є значною перешкодою здійснення онлайн-покупок
через сайти електронної комерції. На основі отриманих результатів дослідження автори сформували практичні
висновки та зробили концептуальний внесок у наявні дослідження моделі впровадження технологій та теорії
запланованої поведінки щодо онлайн-покупок на сайтах електронної комерції. Враховуючи отримані
результати, авторами підтверджено та наголошено на важливості намірів клієнта здійснити покупку в онлайн-
середовищі. Отримані результати мають практичне значення для постачальників послуг електронної комерції
при формуванні конкретних стратегій збільшення кількості клієнтів. До того, менеджери можуть зосередити
свою увагу та ресурси на найбільш значущих факторах, які впливають на поведінкові наміри клієнтів.
Ключові слова: споживча поведінка, e-комерція, онлайн шопінг, магазин.

93