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Factors affect consumers' online shopping behaviour via a mediator factor

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  • Kim Quoc Trung Nguyen

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.

Suggested Citation

  • Kim Quoc Trung Nguyen, 2024. "Factors affect consumers' online shopping behaviour via a mediator factor," International Journal of Economics and Business Research, Inderscience Enterprises Ltd, vol. 27(4), pages 693-711.
    • Handle: RePEc:ids:ijecbr:v:27:y:2024:i:4:p:693-711
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