Academy of Accounting and Financial Studies Journal (Print ISSN: 1096-3685; Online ISSN: 1528-2635)


Factors Affecting Online Purchase Behaviour in Vietnam

Author(s): Ngo Trung Hoa, Tran Thanh Tuan, Trinh Tung, Pham Quoc Huan

Vietnam government is in active effort to reduce the use of cash and encourage cashless transactions in businesses. In an effort to boost digital economy growth in Vietnam, Vietnam government has encouraged and allowed banks and software vendors to use latest information technology to push the country to digital payment era. The aim of this research is to investigate the online purchasing behaviour of Vietnamese in Vietnam. A total of 243 Vietnamese in Hanoi participated in this research. Research findings indicated that all the three indicators in Theory of Planned Behaviour; perceived behavioural control, attitudes and subjective norm are significantly and positively related to online purchase behaviour. Moreover, trust of seller is also a significant and positive factor. This study gives recommendations to practitioners and researchers.

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