tailieunhanh - Vietnamese consumers’ perception of risks in online shopping

In Vietnam, online shopping is still in its early stages and consumers are reluctant to use the Internet for their shopping because of some barriers which have not yet clearly defined. The study examines four main online perceived risks - performance risk, financial risk, time risk and privacy risk - to see how they affect consumer’s attitude and online purchase intention. | JED July 2012 | 99 Vietnamese Consumers’ Perception of Risks in Online Shopping HOÀNG THỊ PHƯƠNG THẢO Doctor of Philosophy, University of Economics, Hochiminh City E-mail: thaohtp@ NGUYỄN THỊ THANH LÊ MBA, CFVG programs ABSTRACT In Vietnam, online shopping is still in its early stages and consumers are reluctant to use the Internet for their shopping because of some barriers which have not yet clearly defined. The study examines four main online perceived risks - performance risk, financial risk, time risk and privacy risk - to see how they affect consumer’s attitude and online purchase intention. The overall perceived risks negatively affect consumer’s attitude toward online shopping. Whenever consumers have a positive attitude towards online shopping they will plan to buy online. Based on the findings, some recommendations to Vietnam online companies and individuals are made for their improvement in consumers’ perceived risk reducing solutions. Keywords: perceived risk, online shopping attitude, purchase intention 99 Phaùt trieån kinh teá – Thaùng Taùm naêm 2011 100 | Hoàng Thị Phương Thảo & Nguyễn Thị Thanh Lê Vietnamese Consumers‟ Perception of Risks 1. INTRODUCTION The new technology innovation of the Internet has set up a new and obvious trend of online shopping or e-commerce business model in the world with several advantages over conventional ones. While it was well accepted in developed countries and consumers have benefited from it, in Vietnam e-commerce has just begun and consumers are reluctant to use it for their shopping because of some barriers, which have not yet clearly defined in previous researches particularly for Vietnamese business environment. Many researchers have discussed online consumer behavior theory and made empirical studies, and they found that there are many factors affecting online purchase intention and behavior. Among these, perceived risk is studied as a negative factor to the intention and actual action

• Kinh tế học
• Vietnamese consumers’
• Risks in online shopping
• Perceived risk
• Online shopping attitude
• Purchase intention
• Materialism and green purchase
• Green purchase intention
• A study of urban Vietnamese consumers
• Urban Vietnamese consumers
• Green purchase intention for urban consumers
• Multilayer perceptron (MLP) network
• Radial basis function (RBF) network
• Consumers’ purchase behaviour
• Forecasting Vietnamese consumers’ purchase behaviour
• Machine learning techniques
• Summary of dissertation in Business administration
• Business administration
• Summary of dissertation
• Brand loyalty
• Vietnamese consumers towards garment products
• Garment 10 corporation
• Economics and business
• Consumers towards purchasing
• Attitude towards green purchasing
• Environmental awareness
• Eco products consumers
• Doctoral thesis summary
• Intention to buy
• Buy organic foods
• Urban consumers
• Vietnam urban consumers
• Vietnamese consumers’ preferences
• Traceable food
• Safety attributes
• Water spinach
• Traceable food and safety attributes
• Doctoral thesis
• Doctoral thesis of Business Administration
• Intention to buy garments
• Chinese garments
• Vietnamese consumers
• Summary of PhD thesis
• Risk awareness
• Intent to buy functional foods
• Functional foods
• Online shopping intention
• Technology Acceptance Model
• Theory of Planned Behavior
• Consumers’ online shopping
• Vietnamese consumers’ online shopping intention
• Buying intention
• Organic foods
• Young consumers
• High qualified consumers
• Rational elements
• Socially responsible consumption
• Ethical consumption
• Smart consumption
• Traditional markets
• Firms’ behaviors
• Perceived usefulness
• Social network
• Retail trade
• The Vietnamese retail sector
• tế bào sinh dưỡng
• công nghệ sinh học
• sinh học động vật
• đề tài nghiên cứu
• nghiên cứu khoa học
• nuôi cấy tế bào
• Personality traits
• The choice of luxury
• Branded products
• Big Five model
• Structural equation modeling
• Culture differences on a brand community – a cross study in sweden
• Taiwan and Vietnam
• Brand loyalty and psychological attachment
• The formation of brand community
• The Vietnamese consumers highly
• Credit card
• Intention to use
• Actual behaviors
• Banks’ policies
• Exploratory factor analysis
• Marketing in the Connected Age
• Eco labelling
• Perceived value
• Green marketing tool
• Green product
• Vietnam's Economic Development
• State administration roles
• Retail consumer market
• Integration period
• Protecting the interests of consumers