The shifting trend in online buyer's behaviour under the impact of COVID-19 pandemic in Vietnam

Ha Thu Nguyen, Thuy Dam Luong Hoang and Huy Khanh Nguyen
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Ha Thu Nguyen: Vietnam National University, Hanoi, Vietnam
Thuy Dam Luong Hoang: Vietnam National University, Hanoi, Vietnam
Huy Khanh Nguyen: Vietnam National University, Hanoi, Vietnam

Transnational Marketing Journal, 2022, vol. 10, issue 1, 71-86

Abstract: COVID-19 temporarily hindered the development of physical stores, nevertheless, triggered the outbreak of online business. Consequently, there should be growing demands for purchasing over internet-based platforms. In order to investigate online purchase intention and online shopping behaviour, this study developed a research framework based on the analysis of 05 different variables, namely: subjective norm, attitude, behavioural control, trust, and perceived risk. A sample of 307 Vietnamese online customers has been surveyed, resulting in the findings that behavioural control and trust have a direct influence on online purchase intention, then indirectly generate online shopping behaviour. Especially, trust is considered to have the greatest effects, followed by behavioural control. From the results, implications can be established about marketing implementation in online shopping services. In other words, marketing campaigns in the COVID-19 context are aimed at highly productive purposes in order to cope with epidemic time.

Keywords: Theory of Planned Behaviour (TPB); online shopping behaviour; online shopping site; the Covid-19 pandemic (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:mig:tmjrnl:v:10:y:2022:i:1:p:71-86

DOI: 10.33182/tmj.v10i1.1676

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