| Summary: | 碩士 === 美和科技大學 === 企業管理系經營管理碩士班 === 105 === Online shopping has become new type of retail shopping. It has now been adopted all over the world including Vietnam. The knowledge of online shopping in Vietnam is now beginning to increase rapidly and domestic consumers familiarize with shopping online trend. There are 2 main objectives of this research: (1) Identify the factors affecting on online shopping behaviour of consumers, (2) Suggest solutions to online shopping services of fastfood shop to improve the services and marketing strategies to meet the consumer’s requirements. This research includes two phases: qualitative research and quantitative research.
In qualitative research, the study identified factors affecting on online shopping behaviour of consumers such as: (1) Perceived of price, (2) Perceived of convenience, (3) Perceived behaviour of control, (4) Perceived risk. Furthermore, model will be considered affecting on online shopping behaviour of 3 demographic variables are gender, income and age groups. The model was assessed based on the data collected from 200 participants using servey questionare. Finally regression analysis is used on data in order to test hypothesizes of stydy.
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