Factors affecting consumer purchasing behavior on e-commerce platforms in Hanoi city, Vietnam, during the COVID-19 pandemic and implications for the postpandemic era

Vu Thanh Huong; Tran Huong Linh; Nguyen Thi Ngoc Anh

doi:10.31893/multirev.2024111

Keywords:

Abstract

This paper examines the determinants of consumer buying behavior on e-commerce platforms in Hanoi city utilizing factor analysis and regression techniques, with fear of the COVID-19 pandemic serving as a moderating variable. Drawing on a survey of 203 consumers in Hanoi who made purchases through e-commerce platforms, the research findings reveal that four key factors significantly impact consumer purchasing behavior: perceived risk, perceived ease of use, fear of the pandemic, and perceived usefulness. Notably, perceived risk emerges as the most influential factor. Moreover, when fear of the pandemic acts as a moderator, consumers exhibit reduced concern for other risks, consequently driving a surge in online shopping during the pandemic in Hanoi. These empirical insights offer valuable implications for enhancing the performance of e-commerce enterprises and optimizing the customer experience on e-commerce platforms in the postpandemic era.
References
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4. Chen, L. D., Gillenson, M. L., & Sherrell, D.L. (2002). Enticing online consumers: an extended technology acceptance perspective. Information & Management, 39(8), 705.
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29. Nguyen, M. D., Pham, T. A., & Ho, T. L. A. (2022). Factors affecting service quality of Shopee e-commerce platform during the Covid-19 pandemic in Vietnam. Economics and Forecast Review, 18, 100-104.
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33. Pham, M. L. (2016). An analysis of e-commerce activities in the digital content market in Vietnam.
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36. Phi, M. C. (2022). Some legal issues about the protection of intellectual property rights in e-commerce. Industry and Trade Review, 14, 41-52.
37. Ta, V. T., & Dang, X. O. (2021). Factors affecting the online shopping intention of Generation Z consumers in Vietnam. Journal of Banking Science and Training, 230.
38. Tunsakul, K. (2020). Gen Z Consumers’ Online Shopping Motives, Attitude, and Shopping Intention. Human Behavior, Development and Society, 21(2).
39. Chan, L. T. T. (2021). Managing the effectiveness of e-commerce platforms in a pandemic. Journal of Retailing and Consumer Services, 58.
40. Chan, T. H., & Nguyen, T. K. C. (2022) E-commerce in Vietnam: current situation and solutions. Industry and Trade Review. Available at https://tapchicongthuong.vn/bai-viet/thuong-mai-dien-tu-tai-viet-nam-thuc-trang-va-giai-phap-phat-trien-101296.htm Accessed on 1/5/2023.
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43. Vu, H. T., Hoang, C. D., & Le, H. H. T. (2019). Factors influencing online shopping behavior of university students in Hanoi, Vietnam: A model and empirical study. Business and Economic Horizons 15(4), 573-592.

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to cite

Huong, V. T., Linh, T. H., & Anh, N. T. N. (2024). Factors affecting consumer purchasing behavior on e-commerce platforms in Hanoi city, Vietnam, during the COVID-19 pandemic and implications for the postpandemic era. Multidisciplinary Reviews, 7(6), 2024111. https://doi.org/10.31893/multirev.2024111

[1] Ajzen, I., Fishbein, M. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Addition-Wesley, Reading, MA.

[2] Aldo, P. C., Jiaming, F., Kulbo, N.B, & Liangqiang, L. (2020). COVID-19: Fear appeal favoring purchase behavior towards personal protective equipment. The Service Industries Journal, 40, 471-490.

[3] Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, K. (2015) Generating brand awareness in Online Social Networks. Computers in Human Behavior, 50, 600-609.

[4] Chen, L. D., Gillenson, M. L., & Sherrell, D.L. (2002). Enticing online consumers: an extended technology acceptance perspective. Information & Management, 39(8), 705.

[5] Darban, A., Li, W. (2012). The impact of online social networks on consumers’ purchasing decision - The study of food retailers. Master’s Thesis in Business Administration, Jönköping University.

[6] Davis, F. D. (1985). A technology acceptance model for empirically testing new end-user information systems: Theory and results. Doctoral Thesis, Massachusetts Institute of Technology.

[7] Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly 19.

[8] Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35, 982–1003.

[9] Do, T. N., Do, T. H., & Nguyen, T. L. (2020). E-commerce development in Vietnam: Current situation and recommendations. Industry and Trade Review. Available at: https://tapchicongthuong.vn/bai-viet/phat-trien-thuong-mai-dien-tu-o-viet-nam-thuc-trang-va-kien-nghi-72700.htm Accessed on 15/10/2022.

[10] Duong, T. D., & Vu, H. T. (2020). Improving the quality of e-commerce (B2C) services in Vietnam. Journal of Science and Technology, 2, 33.

[11] Google, Temasek & Bain & Company. (2019). E-commerce report for Southeast Asian countries.

[12] Google, Temasek & Bain & Company. (2022). Economy SEA 2021: Roaring 20s: The SEA Digital Decade – Vietnam.

[13] Ha, N. K. G., & Be, T. T. (2018). Consumers’ decision to buy online airline tickets in Ho Chi Minh City. Economic and Technical Journal, Binh Duong University of Economics and Technology, 23, 47-64.

[14] Ha, N. T., & Nguyen, T. D. (2016). Factors affecting online shopping intention of Vietnamese consumers: An extended study on the theory of planned behavior. VNU Science Journal: Economics and Business, 32(4), 21-28.

[15] Hair Jr., J. F., Anderson, R. E., Tatham, R. L., & Black, W.C. (1998). Multivariate Data Analysis, 5th ed. Upper Saddle River Prentice-Hall.

[16] Hoang, T. P. T., Phan, T. T. H. (2014). Factors affecting the intention to buy in groups online. Open University Ho Chi Minh City. Journal of Science, Economics and Business Management, 9(2), 26-37.

[17] Hsu, C. L., Lin, J. C. C., & Chiang, H. S. (2013). The effects of blogger recommendations on customers’ online shopping intentions. Internet Research, 23(1), 69 - 88.

[18] Huynh, D. N. (2022), Vietnam's online exports via e-commerce platforms and some recommendations. Industry and Trade Review, 22, 89-95.

[19] Khan, S., & Huremovic, D. (2019). Psychology of the Pandemic. In: Huremovic D (ed) Psychiatry of Pandemics: A mental health response to infection outbreak. Springer, 37–44.

[20] Laato, S., Islam, A. K. M. N., Farooq, A., & Dhir, A. (2020). Unusual purchasing behavior during the early stages of the COVID-19 pandemic: the stimulus-organism-response approach. Journal of Retailing and Consumer Services, 57, 102224.

[21] Lee, S. H., Ngoc, H. T. B. (2010). Investigating the on-line shopping intentions of Vietnamese students: an extension of the theory of planned behaviour. World Transactions on Engineering and Technology Education, 8(4), 471-476.

[22] Lin, C. C., Chen, Y. H., Hsu, I. (2010). Website attributes that increase consumer purchase intention: A conjoint analysis. Journal of Business Research, 63(9), 1007-1014.

[23] Luong, T. K. O. (2019). Some measures to develop e-commerce in forwarding activities. Industry and Trade Review. Available at: https://tapchicongthuong.vn/bai-viet/mot-so-bien-phap-phat-trien-thuong-mai-dien-tu-trong-hoat-dong-giao-nhan-64023.htm Accessed on 1/2/2023.

[24] Ministry of Industry and Trade. (2021a). Vietnam E-commerce Report 2020. Department of E-commerce and Information Technology.

[25] Ministry of Industry and Trade. (2021b). Vietnam E-commerce White Paper 2021. Department of E-commerce and Digital Economy.

[26] Nguyen, D.N. (2022). Regulations on e-commerce activities and some issues. Industry and Trade Review, 12, 66-70.

[27] Nguyen, H. Q. (2019). M&A in E-commerce: opportunities and challenges for Vietnam’s E-commerce ecosystem. Foreign Economics Journal, 113.

[28] Nguyen, H. Q., & Ly, T. T. T. (2023). Factors affecting consumers' choice of e-commerce platform: difference between Gen Y and Z. Journal of Science - Economics and Business Administration, Open University Ho Chi Minh City, 18(3).

[29] Nguyen, M. D., Pham, T. A., & Ho, T. L. A. (2022). Factors affecting service quality of Shopee e-commerce platform during the Covid-19 pandemic in Vietnam. Economics and Forecast Review, 18, 100-104.

[30] Nguyen, T. A. H. (2022). Factors affecting consumers' online shopping decisions on e-commerce platform in Ho Chi Minh city. Economy and Forecast Review, 15.

[31] Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory, 3rd ed. McGraw-Hill.

[32] Park, J., Lee, D., & Anh, Y. (2004). Risk Focused E-commerce Adoption Model: A Cross-Country Study. Journal of Global Information Technology Management, 7(2), 6-30.

[33] Pham, M. L. (2016). An analysis of e-commerce activities in the digital content market in Vietnam.

[34] Pham, T. M. Q. (2021). Factors affecting customer trust in e-commerce in Vietnam, Journal of Economic development, 29/4/2021. Available at https://tapchicongthuong.vn/bai-viet/nhung-nhan-to-anh-huong-den-niem-tin-cua-nguoi-tieu-dung-trong-kinh-doanh-truc-tuyen-tai-viet-nam-80444.htm. Accessed on 1/2/2023.

[35] Pham, X. K., Chan, Q. T., Chan, T. X. C, & Nguyen, T. M. L. (2022). The impact of risk on Vietnamese consumers' choice of shopping online: A study in Ho Chi Minh city. Binh Duong University Journal of Science and Technology of Binh Duong University, 5(3), 149-166.

[36] Phi, M. C. (2022). Some legal issues about the protection of intellectual property rights in e-commerce. Industry and Trade Review, 14, 41-52.

[37] Ta, V. T., & Dang, X. O. (2021). Factors affecting the online shopping intention of Generation Z consumers in Vietnam. Journal of Banking Science and Training, 230.

[38] Tunsakul, K. (2020). Gen Z Consumers’ Online Shopping Motives, Attitude, and Shopping Intention. Human Behavior, Development and Society, 21(2).

[39] Chan, L. T. T. (2021). Managing the effectiveness of e-commerce platforms in a pandemic. Journal of Retailing and Consumer Services, 58.

[40] Chan, T. H., & Nguyen, T. K. C. (2022) E-commerce in Vietnam: current situation and solutions. Industry and Trade Review. Available at https://tapchicongthuong.vn/bai-viet/thuong-mai-dien-tu-tai-viet-nam-thuc-trang-va-giai-phap-phat-trien-101296.htm Accessed on 1/5/2023.

[41] VECOM. (2021). Vietnam E-Business Index 2021: Solid growth. Vietnam E-commerce Association.

[42] VECOM. (2022). Vietnam E-Business Index: The second wave of E-commerce. Vietnam E-commerce Association.

[43] Vu, H. T., Hoang, C. D., & Le, H. H. T. (2019). Factors influencing online shopping behavior of university students in Hanoi, Vietnam: A model and empirical study. Business and Economic Horizons 15(4), 573-592.

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