Driving factors of online consumers of household appliances : an empirical study of consumers in Ho Chi Minh City, Vietnam
Tran, Quoc Toan; Nguyen, Thi Bich Hoa (2022)
Tran, Quoc Toan
Nguyen, Thi Bich Hoa
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022060917238
https://urn.fi/URN:NBN:fi:amk-2022060917238
Tiivistelmä
The current study aimed at examining the factors determining consumer’s online buying decisions of household appliances of consumers in Ho Chi Minh City in Vietnam and their degree of influence. In order to obtain research objectives, five hypotheses were proposed to test how five factors, including quality, price sensitivity, internet security, convenience, and social media influenced the consumers’ decision to buy household appliances online. The authors employed the quantitative research method with the use of a close-ended questionnaire to collect data. All questionnaire items were designed in the form of Five-points Likert scale. A sample size of 370 consumers in Ho Chi Minh City was selected by the researchers. The analysis of research results revealed the following findings: 1) quality influenced online buying decisions of household appliances of consumers; 2) price sensitivity influenced online buying decisions of household appliances of consumers; 3) internet security influenced online buying decisions of household appliances of consumers; 4) convenience influenced online buying decisions of house-hold appliances of consumers; and 5) social media influenced online buying decisions of house-hold appliances of consumers. Additionally, among five factors quality and convenience were perceived as the factors with the greatest impacts while social media was the factor with the least effect. Based on research findings, implications are generated to the marketers to generate the impacts on consumers’ intention to buy household appliances online.