Factors Affecting Consumer Goods Buyers’ Choice in E-Commerce Sites: Evidence from Vietnam
Journal of Contemporary Issues in Business and Government,
2021, Volume 27, Issue 2, Pages 892-898
AbstractThe main purpose of this study is to find the factors affecting the consumer goods buyers’ choice on e-commerce sites in Vietnam. By using the quantitative method, the paper examines the theoretical research model and tests four hypotheses. The sample was drawn from the population of e-commerce sites in Vietnam comprising about 1,000 respondents. This study used the questionnaire method to collect primary data to test the hypotheses. Data analysis of the questionnaire was done using SPSS. The results show that there is a correlation between personal preferences of consumers on colors and brands and their actual final choice on e-commerce sites in Vietnam. The most important factor affecting the consumer goods buyers’ choice on e-commerce in Vietnam is the brand of E-commerce site, following by the color and position. Among all educational groups, respondents with a Master degree pay the biggest attention to the site’s color attribute, and those with a Bachelor degree pay more attention to the brand attribute. Women pay much more attention to the location of the products on the screen than men, as do consumers with a PhD degree, over respondents with a Bachelor or Master degree, and foreigners over Vietnamese consumers.
- Baltzan, P., Phillips, A., Lynch, K., and Blakey, P. (2010). Business driven information systems. Sydney, Australia: The McGraw-Hill Companies. ISBN: 978-007027727-4.
- Bellizzi, J., Crowley, A. and Hasty, R. (1983). The effects of color in store design. Retail, 59(1), 21-45.
- Chaffey, D. (2007). E-business and e-commerce management (1st ed). Harlow, UK: Financial Times Prentice Hall.
- Dawar, N. and Parket, Ph. (1994). Marketing Universals: Consumers use of brand name, price, physical appearance, and retailer reputation as signals of product quality. Market, 58, 23-57.
- Dick, A. (1990). Memory-based inferences during consumer choice. Consumer Research, 17, 82-93.
- Elliot, A. and Niesta, D. (2008). Romantic red: red enhances men’s attraction to women. Personality and Social Psychology, 95(5), 10-17.
- Enquiro, G. (2005). Google eye-tracking report. Eyetools and Did-It, 156-185.
- Giao, H. N. K. (2020). Customer Satisfaction at Tiki.vn E-Commerce Platform. The Journal of Asian Finance, Economics and Business, 7(4), 173-183. https://doi.org/10.13106/jafeb.2020.vol7.no4.173.
- Hulbert, A.C. and Ling, Y. (2007). Biological components of sex differences in color preference. Current. Biology, 17, 24-37.
- Ilyas, G. B., Rahmi, S. , Tamsah, H., , Munir, A. R. & Putra, A. H. P. K. (2020). Reflective Model of Brand Awareness on Repurchase Intention and Customer Satisfaction. Journal of Asian Finance, Economics and Business, 7(9), 427-438. https://doi.org/10.13106/jafeb.2020.vol7.no9.427.
- Kotler, P., Armstrong, G., Harris, L. and Piercy, N. (2013). Principles of Marketing European (6th ed). Edinburgh, UK: Pearson Education Limited.
- Lauren I. L. (2012).Exciting red and competent blue: the importance of color in marketing. Journal of the Academy of Marketing Science, 40(5), 711-727.
- Le, T. (2016). Attractions from the retail market in Vietnam [online] JLL. Available at: http://www.joneslanglasalle.com.vn/vietnam/vi-vn/news/64/suc-hut-tu-mieng-banh-ban-le-tai-viet-nam.
- Lüscher, M. (1969). The Lüscher colour test. New York, NY: Simon & Schuster.
- Mai, T. (2016). The Vietnam retail market: from underground competition to publicity [online] Baomoi.com. Available at: http://www.baomoi.com/thi-truong-ban-le-viet-nam-tu-canh-tranh-ngamden-cong-khai/c/18600659.epi [Accessed 30 Apr. 2017].
- Mazurova, E. (2017). Exploratory Analysis of the Factors Affecting Consumer Choice in E-Commerce: Conjoint Analysis. Journal of Information Systems Engineering & Management, 2(2), 12.
- Nguyen, P. (2017). Analysis of retail market in Vietnam, Case: Vingroup. Helsinki Metropolia University of Applied Sciences.
- Nguyen, H. M. & Khoa, B. T. (2019). The Relationship between the Perceived Mental Benefits, Online Trust, and Personal Information Disclosure in Online Shopping. Journal of Asian Finance, Economics and Business, 6(4), 261-270. https://doi.org/10.13106/jafeb.2019.vol6.no4.261
- Nguyen, T. T. , Phan, D. M., Le, A. H. & Nguyen, L. T. N (2020). The Determinants of Citizens’ Satisfaction of E-Government: An Empirical Study in Vietnam. Journal of Asian Finance, Economics and Business, 7(8), 519-531.https://doi.org/10.13106/jafeb.2020.vol7.no8.519
- Park, C and Kim, Y. (2003). Identifying key factors affecting consumer purchase behaviour in an online shopping context. International Journal of Distribution and Management, 3, 37-67.
- Rigaux-Bricmont, B. (1981). Influence of Brand Name and Packaging on Perceived Quality. Association for Consumer Research, 9, 472-477.
- Schlack, A. and Albright, T. (2007). Remembering visual motion: neural correlates of associative plasticity and motion recall in cortical area. Neuron, 53, 81-89.
- Tran, V. D. (2020). The Relationship among Product Risk, Perceived Satisfaction and Purchase Intentions for Online Shopping. Journal of Asian Finance, Economics and Business, 7(6), 221-231. https://doi.org/10.13106/jafeb.2020.vol7.no6.221
- Article View: 23
- PDF Download: 15