Study of Vietnamese Customer's Behavior in online shopping Market

Study of Vietnamese Customer's Behavior in online shopping Market

鄧青梅(Dang Thanh Mai)

指導教授 ： 張姮燕

共同指導教授 ： 吳岱栖(Tai Chi Wu)

義守大學/管理學院/管理碩博士班/碩士(2017年)

摘要

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關鍵字

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並列摘要

Online Shopping nowadays play a significant role in the modern business environment. Online shopping has created opportunities and advantages to the company and customers. The main purpose of this research is to determine the factors affecting customers’ attitude towards online shopping. The study also explore how socio-demographic such as age, income, education and occupation affect consumers’ attitude and loyalty towards online shopping. Convenience sampling method was implemented in this research and the sample contrast of 365 respondents in Vietnam. Pearson’s correlation were used to assess the relationship between independent variable such as website features, product/service factors, motivational factors and dependent variable such as attitude and loyalty. The results exposed that there is a significant relationship between website features, product/service factors, motivational factors and attitude among the respondents (p < .05). Also, there is a significant relationship between attitude and loyalty (p < .05). Further study should discover other factors that influencing consumers’ attitude towards online shopping with a larger array of population and high representative sampling method.

並列關鍵字

Customer Behavior ； Loyalty ； Attitude ； Online Shopping ； Vietnam

參考文獻

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