The impact of risk factors on Vietnamese consumers' online shopping intentions: a study in Ho Chi Minh City

Abstract

This study aims to explore the factors that influence consumers' online shopping
intentions in Ho Chi Minh City; these factors include financial risk, product risk, safety
risk, time risk, social risk, psychological risk and delivery risk. Research is carried out
through two main steps: preliminary research (qualitative research) and formal research
(quantitative research). Qualitative research was conducted through face-to-face interviews
with 5 consumers who have shopped online who are currently living/working in Ho Chi
Minh City. Hcm. Quantitative research is conducted through questionnaire interviews.
Based on 285 valid samples collected; the reliability assessment results showed that seven
scales with 31 observed variables all had Cronbach's Alpha coefficient greater than 0.7; the
discovery factor analysis results showed that 7 factors were extracted with 27 observed variables, and the results of the multiple regression analysis showed that all 7 hypotheses
were supported at a meaningful level of 5%. In terms of limited resources and time, this
study was not immune to certain limitations, namely using a convenient sampling method
and only conducted in the Ho Chi Minh City area. However, with the results achieved, this
research can help managers of e-commerce sites better understand the risk factors that
affect consumers' shopping intentions; thereby, e-commerce sites have more effective
business strategies and improve competitiveness.