The experience of using e-commerce platforms affects the online purchase intention of customers in the FMCG (Fast moving consumer goods) sector in Hanoi city

Authors

  • Pham Van Tuan, PhD National Economics University, Hanoi, Vietnam
  • Nguyen Minh Ha National Economics University, Hanoi, Vietnam
  • Bui Duy Hiep National Economics University, Hanoi, Vietnam
  • Nguyen Quang Huy National Economics University, Hanoi, Vietnam
  • Tran Thi Ngoc Mai National Economics University, Hanoi, Vietnam
  • Pham Mai Phuong National Economics University, Hanoi, Vietnam

DOI:

https://doi.org/10.47742/ijbssr.v3n4p3

Keywords:

experience, ecommerce platform, purchase intention

Abstract

In recent times, the Vietnamese e-commerce market is in a period of strong development, in addition, to the sharp increase in people’s demands to join e-commerce platforms after the epidemic. The research group started with an overview study, then research hypotheses and models were proposed. After conducting preliminary qualitative and quantitative research to adjust the appropriate scales, the research group created a questionnaire and collected data in online forms with a sample size of 350. Next, the data was entered into the software for SEM analysis. The results of the study indicate that the quality of the e-commerce platform has an indirect impact on the purchase intention through the positive impact on the trust and the negative impact on the perceived risk. Attitudes towards information, trust, perceived risk, and perceived usefulness have direct influences on purchase intention. Attitude towards information, trust, and perceived usefulness have positive effects on purchase intention, while perceived risk harms purchase intention. In addition, purchase intention is relatively strongly influenced by trust and perceived usefulness. Perceived risk and attitude towards information have little influence on purchase intention. Finally, the research team proposes some solutions for businesses to increase the purchase intention of consumers through e-commerce platforms.  

Downloads

Download data is not yet available.

References

Ahn, J., Park, J. & Lee, D. (2001). On the Explanation of Factors Affecting E-Commerce Adoption.

Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision.

Aladwani, A. and Palvia, P. (2002). Developing and validating an instrument for measuring user-perceived web

quality. Information & Management, 39(6), 467-476.

Al-Jabari, M. A., Othman, S. N., and Nik Mat, N. K. (2012). Actual Online Shopping Behavior among Jordanian Customers.

American Journal of Economics, 2(4), 125-129.

Ariffin, S. K., Mohan, T. & Goh, Y. N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention.

Journal of Research in Interactive Marketing, 12(2).

Bentler, P. M. & Bonett, D. G. (1980). Significance Tests and Goodness-of-Fit in Analysis of Covariance Structures.

Psychological Bulletin, 88(3), 588-606.

Chen, L. D., Gilenson, M. & Sherrell, D. L. (2002). Enticing Online Consumers: An Extended Technology Acceptance

Perspective. Information & Management, 39(8), 705-719.

Childers, T. L., Carr, C. L., Peck, J. & Carson, S. J. (2001). Hedonic and Utilitarian Motivations for Online Retail Shopping

Behavior. Journal of Retailing, 77(4), 511-535.

Chiu, C. M., Hsu, M. H., Lai, H. & Chang, C. M. (2012). Re-examining the influence of trust on online repeat purchase

intention: The moderating role of habit and its antecedents. Decision Support Systems, 53(4), 835–845.

Cox, D.F. (1967). Risk Taking and Information Handing in Consumer Behavior. Harvard University Press, 1–19.

Davis, F., Bagozzi, R., and Warshaw, P. (1989). User Acceptance of Computer Technology: A Comparison of Two Theoretical

Models. Management Science, 35, 982-1003.

Éthier, J., Hadaya, P., Talbot, J. & Cadieux, J. (2008). Interface design and emotions experienced on B2C Web sites: Empirical

testing of a research model. Computers in Human Behavior, 24(6), 2771-2791.

Fishbein, M. and Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA:

Addison-Wesley.

Gefen, D. & Straub, D.W. (1997). Gender difference in perception and adoption of e-mail: an extension to the technology

acceptance model. MIS Quarterly, 21(4), 389-400.

Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate Data Analysis: A Global Perspective. In Multivariate Data

Analysis: A Global Perspective. Boston, MA: Pearson Education.

Hong, I. B. & Cha, H. S. (2013). The mediating role of consumer trust in an online merchant in predicting purchase intention.

International Journal of Information Management, 33, 927-939.

Hsin Chang, H. & Chen, S. W. (2008). The impact of online store environment cues on purchase intention: Trust and perceived

risk as a mediator. Online Information Review, 32(6), 818-841.

Hu, L.-t., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus

new alternatives. Structural Equation Modeling, 6(1), 1–55.

Dinh Tran Ngoc Huy, Trung-Hieu Le, Tran Duc Thang, Nguyen Thi Hoa, Ly Thi Hue.(2021). Discussion on E-Learning

Solutions for Students – and Issues of Technology Application in Classroom. Design Engineering, 11432 - 11443.

Retrieved from http://www.thedesignengineering.com/index.php/DE/article/view/4274

DTN Huy, NT Hang, NT Dung. (2021). Marketing Strategy based on Competitor Analysis-A Case in Vietnam Medicine Sector

REVISTA GEINTEC-GESTAO INOVACAO E TECNOLOGIAS 11 (3), 103-111

D Thi Ngu, DT Huong, DTN Huy, PT Thanh, ES Dongul. (2021). Language teaching application to English students at master

grade levels on history and macroeconomic-banking management courses in universities and colleges, Journal of

Language and Linguistic Studies 17 (3), [1457]-1468

Do Thu Huong, Dinh Tran Ngoc Huy, Nguyen Thi Hang, Pham Thi Huyen Trang ,Duong Thi Ngu. (2021). Discussion on Case

Teaching Method in a Risk Management Case Study with Econometric Model at Vietnam Listed Banks – Issues Of

Economic Education for Students, Review of International Geographical Education, 11(5).

DTN Huy. (2021). Banking sustainability for economic growth and socio-economic development–case in Vietnam, Turkish

Journal of Computer and Mathematics Education (TURCOMAT) 12 (2)

DTN Huy. (2012). Estimating Beta of Viet Nam listed construction companies groups during the crisis, Journal of Integration

and Development 15 (1), 57-71

Hieu, L.T., Huong, D.T., Huy, D.T.N., Dung, N.T.P., & Trung, N.D. (2021). Identifying learners’ behavior from

videos affects teaching methods of lecturers in Universities. Design Engineering, 11146-11157. Retrieved from

http://www.thedesignengineering.com/index.php/DE/article/view/4117

Hac, L.D., Huy, D.T.N., Thach, N.N., Chuyen, B.M., Nhung, P.T.H., Thang, T.D., Anh, T.T. (2021). Enhancing risk

management culture for sustainable growth of Asia commercial bank -ACB in Vietnam under mixed effects of macro

factors, Entrepreneurship and Sustainability Issues, 8(3).

Hang, T.T.B., Nhung, D.T.H., Hung, N.M., Huy, D.T.N., Dat, P.M. (2020). Where Beta is going–case of Viet Nam hotel,

airlines and tourism company groups after the low inflation period, Entrepreneurship and Sustainability Issues, 7(3).

Hang, N.T., Tinh, D.T., Huy, D.T.N., & Nhung, P.T.H. (2021). Educating and training labor force Under Covid 19; Impacts to

Meet Market Demand in Vietnam during Globalization and Integration Era, Journal for Educators, Teachers and

Trainers,12(1): 179-184. https://doi.org/10.47750/jett.2021.12.01.023

Huy, D.T.N. (2015). The Critical Analysis of Limited South Asian Corporate Governance Standards After Financial Crisis,

International Journal for Quality Research, 9(4): 741-764.

Huy, D.T.N. (2012). Estimating Beta of Viet Nam listed construction companies groups during the crisis, Journal of Integration

and Development, 15 (1), 57-71

Huong, L.T.T., Huong, D.T., Huy, D.T.N., & Thuy, N.T. (2021). Education for students to enhance research skills and meet

demand from workplace-case in vietnam, Elementary education online, 20(4).

Huy, D.T.N., & Hien, D.T.N. (2010). The backbone of European corporate governance standards after financial crisis, corporate

scandals and manipulation, Economic and business review, 12(4).

Huy, D. T.N., Loan, B. T., and Anh, P. T. (2020). Impact of selected factors on stock price: a case study of Vietcombank in

Vietnam, Entrepreneurship and Sustainability Issues, 7(4): 2715-2730. https://doi.org/10.9770/jesi.2020.7.4(10)

Huy, D. T.N., Dat, P. M., và Anh, P. T. (2020). Building and econometric model of selected factors’ impact on stock price: a

case study, Journal of Security and Sustainability Issues, 9(M): 77-93. https://doi.org/10.9770/jssi.2020.9.M(7)

Kettinger, W. J., Lee, C. C. & Lee, S., (1995). Global Measures of Information Services Quality: A Cross-National Study.

Decision Sciences, 26 (5), 569-588.

Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information

System Research, 13(2), 205-23.

Lim, C. P., Khine, M. S., Hew, T & Wong, P. (2003). Exploring critical aspects of information technologies integration in

Singapore schools. Australasian Journal of Educational Technology, 19(1).

Napier, H. A., Judd, P. J., Rivers, O. N. & Wagner, S. W. (2001). Creating a Winning E-Business. Course Technology, Boston, MA.

Nguyen D. Y. Oanh, Quach L. X. An (2018). Attitudes towards online advertising and consumer intention to repurchase: A

study in the FMCG industry. Journal of Science Ho Chi Minh City Open University, 13(2), 116-136.

Nguyen Thi Thanh Phuong, Dinh Tran Ngoc Huy, Pham Van Tuan. (2020). The Evaluation of Impacts of a Seven Factor Model

on NVB Stock Price in Commercial Banking Industry in Vietnam - And Roles of Discolosure of Accounting Policy in Risk

Management, International Journal of Entrepreneurship, 24 (special issue 1)

NN Thach, N Van Bao, DTN Huy, BD Thanh, LTV Nga, TT Ha, NT Binh. (2020). Measuring the Volatility of Market Risk of

Vietnam Banking Industry After the Low Inflation Period 2015–2017, Review of Pacific Basin Financial Markets and

Policies 23 (04)

NTP Nga, P Van Tuan, DTN Huy, DT Huong. (2021). RELATIONSHIP BETWEEN COMPETITOR-BASED MARKETING

MIX STRATEGIES AND PRODUCTION ACTIVITIES IN MANUFACTURING AND RENEWABLE ENERGY

COMPANIES, Advances in Mechanics 9 (3), 1367-1378

ND Trung, DTN Huy, P Van Tuan, DT Huong. (2021). Ict And Digital Tech Effects On Marketing Strategies And Choosing

Competitor Affecting On Business Operation-A Case In Hotel And Entertainment Sector, Design engineering, issue 7

Nguyen Thanh Hoang, Dinh Tran Ngoc Huy (2021). Determining Factors for Educating Students for Choosing to Work for

Foreign Units: Absence of Self-Efficacy, Journal for Educators, Teachers and Trainers, 12(2), 11 – 19.

https://doi.org/10.47750/jett.2021.12.02.002

N ThiHoa, NT Hang, NT Giang, DTN Huy. (2021). Human resource for schools of politics and for international relation during

globalization and EVFTA, Elementary education Online 20 (4)

O’Cass, A. & Fenech, T. (2003). Web retailing adoption: exploring the nature of internet users web retailing behaviour. Journal

of Retailing and Consumer Services, 10, 81-94.

Pavlou, P. & Fygenson, M. (2006). Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory

of Planned Behavior. MIS Quarterly, 30(1), 115-143.

PM Dat, ND Mau, BTT Loan, DTN Huy. (2020). COMPARATIVE CHINA CORPORATE GOVERNANCE STANDARDS

AFTER FINANCIAL CRISIS, CORPORATE SCANDALS AND MANIPULATION, Journal of security &

sustainability issues 9 (3)

P Van Tuan, DTN Huy, ND Trung, NT Hoa. (2021). MARKETING STRATEGIES FOR TOURISM AND DIGITAL TECH

APPLICATIONS IN TOURISM INDUSTRY-A CASE OF OCH TOURISM CORPORATION IN VIETNAM, Design engineering, issue 7

P Van Tuan, DTN Huy, PK Duy. (2020). Impacts of Competitor Selection Strategy on Firm Risk-Case in Vietnam Investment

and Finance Industry, Revista Geintec-Gestao Inovacao E Tecnologias 11 (3), 127-135

Tinh, D.T., Thuy, N.T., & Huy, D.T.N. (2021). Doing Business Research and Teaching Methodology for Undergraduate,

Postgraduate and Doctoral Students-Case in Various Markets Including Vietnam, Elementary education online, 20(1),

-1418. https://doi.org/10.17051/ilkonline.2021.01.148

Thi Hang Nguyen, Van Huan Nguyen, Dinh Tran Ngoc Huy. (2021). Transforming the University Management Model in the

Concept of Digital Transformation, Revista Geintec-Gestao Inovacao E Tecnologias, 11(3), 380-387.

TTH Ha, NB Khoa, DTN Huy, VK Nhan, DH Nhung, PT Anh, PK Duy. (2020). Modern corporate governance standards and

role of auditing-cases in some Western european countries after financial crisis, corporate scandals and manipulation,

International Journal of Entrepreneurship 23 (1S)

Rosillo-Díaz, E., Blanco-Encomienda, F. J. & Crespo, E. (2019). A cross-cultural analysis of perceived product quality,

perceived risk and purchase intention in e-commerce platforms. Journal of Enterprise Information Management.

Steenkamp, J.E.M. & Van Trijp, H.C.M. (1991). The use of LISREL in validating marketing constructs. International Journal

of Research in Marketing, 8, 283-299.

Vijayasarathy, L.R. (2004). Predicting consumer intentions to use on-line shopping: the case for an augmented technology

acceptance model. Information & Management, 41(6), 747-62.

Wu, W. Y., Lee, C. L., Fu, C. S. & Wang, H. C. (2013). How can online store layout design and atmosphere influence consumer

shopping intention on a website?. International Journal of Retail & Distribution Management, 42(1), 4-24.

Downloads

Published

2022-04-29

How to Cite

Pham Van Tuan, PhD, Nguyen Minh Ha, Bui Duy Hiep, Nguyen Quang Huy, Tran Thi Ngoc Mai, and Pham Mai Phuong. 2022. “The Experience of Using E-Commerce Platforms Affects the Online Purchase Intention of Customers in the FMCG (Fast Moving Consumer Goods) Sector in Hanoi City”. International Journal of Business and Social Science Research 3 (4):16-24. https://doi.org/10.47742/ijbssr.v3n4p3.