Antecedents of Purchase Intention on E-Commerce Platforms: Evidence from Vietnam

DOI

10.2991/978-94-6463-348-1_41How to use a DOI?

Keywords

purchase intention; e-commerce platforms; perceived usefulness; perceived ease of use; transaction security

Abstract

Research purpose:

The main objective of the paper is to identify the key variables that influence Vietnamese consumers’ purchasing intention within e-commerce platforms.

Research motivation:

Despite a substantial body of research focusing on online consumer behaviour in Vietnam, there remains a noticeable gap in literature concerning the heterogeneity in consumer purchase intentions within e-commerce landscape. A theoretical aspiration of this paper is to validate the applicability of the Technology Acceptance Model (TAM) in the contexts of e-commerce platform. In this paper, an adoption of TAM was proposed with an additional construct incorporated – Transaction Security. In the domain of e-commerce, Transaction Security has been identified as a paramount determinant influencing consumer intentions towards online shopping.

Research design, approach, and method:

Grounded in the framework of the Technology Acceptance Model (TAM), the present study advances a conjectural model aimed at understanding purchase intention in the realm of e-commerce. A novel construct, Transaction Security, was incorporated into the TAM framework to reflect its pivotal role in e-commerce. Utilizing SPSS for data analysis, the study engaged a sample of 256 respondents through a questionnaire employing the snowball sampling method. Utilizing the Statistical Package for the Social Sciences (SPSS) for data analysis, the proposed model was evaluated through data garnered from a sample of 256 respondents, employing a survey questionnaire and utilizing the snowball sampling technique.

Main findings:

The findings revealed that the adapted TAM model accounted for 55.2% of the variance in purchase intentions, with perceived long-term usefulness emerging as the most significant predictor, followed by perceived ease of use and transaction security. The study also identified a strong consumer preference for specific e-commerce platforms—namely Shopee, Lazada, and Tiki—and for particular categories of products.

Practical/managerial implications:

Practically, the results advocate for e-commerce platforms in Vietnam to focus on enhancing the perceived value of online shopping through user-centric design, interactive features, and robust security protocols. These strategic imperatives not only fulfill diverse consumer needs but also elevate the precision of product-specific information, thereby fostering greater consumer trust and engagement. This study contributes both to the theoretical discourse on e-commerce consumer behavior and offers actionable insights for industry stakeholders.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Phuong Mai Nguyen
AU  - Kim Thanh Tran
AU  - Tran Xuan Hai
AU  - Mai Ha
AU  - Duyen Nguyen
PY  - 2024
DA  - 2024/02/05
TI  - Antecedents of Purchase Intention on E-Commerce Platforms: Evidence from Vietnam
BT  - Proceedings of the 11th International Conference on Emerging Challenges: Smart Business and Digital Economy 2023 (ICECH 2023)
PB  - Atlantis Press
SP  - 537
EP  - 546
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-348-1_41
DO  - 10.2991/978-94-6463-348-1_41
ID  - Nguyen2024
ER  -