Author(s): Nguyen Phan Thu Hang
During a complicated pandemic, the significant development of technology makes online shopping a leading trend that brings benefits such as time, location, price, and advantages of sick epidemic prevention. However, online shopping also has many downsides, especially the behavior of buying online. Therefore, the article had focused on analyzing the factors affecting online purchasing behavior. The author surveyed 900 consumers and used a convenient sampling method. Still, SPSS tools processed 851 samples to measure Cronbach's alpha, Exploratory Factor Analysis (EFA), Confirmation Factor Analysis (CFA), and Structural Equation Modeling (SEM). The results showed five influencing factors: risk, usefulness, ease of use, suitability, and behavioral control. All five factors affect consumers' attitude, attitude affecting intent, and intent affecting consumers' online purchasing behavior in Vietnam with 1% significance. Since then, the author gave several recommendations to enhance consumers' online purchasing behavior in Vietnam.