| Summary: | 碩士 === 南華大學 === 企業管理學系管理科學碩博士班 === 105 === With the development and outbreak of the era of digital technology as today had made the world more and more change. It brought to life a more modern, more comfortable, better and gradually changing consumption habits of people. For consumers, the search for suitable products and participate in this form as a hobby or a significant cost savings. For now, this is a new business model, saving management costs, land costs, advertising costs, staff costs ... and it is gradually proven development trends in the present and the future of the economy. In fact, today's customer is not really much excited with this form of online shopping. Consumer sentiment has many wondering, worried because of underlying risks and other issues.
Based on the research model of (Zhang et al., 2012) and research models of Pi & Sangruang (2011) on perception risk impact on attitude and purchase intention in online shopping, this study aims at identifying factors related to perception risk affects customer’s purchase intention through customer’s opinion. The author perform a survey and collecting opinions from customers by using questionnaires after that analyzing the data. By doing this, the author used to some methods such as the descriptive statistics, exploratory factor analysis (EFA), test the scale, Cronbach's Alpha, multiples regression and using SPSS software. This study performed survey and learn about Hanoi market (north of Vietnam). The find of paper discovered four perception risk which took interest in customers as quality risk, financial risk, private risk, after-sale risk in Vietnam’s market. Besides, the finding was more assert about the relationship between general perception risk and attitude toward online was negatively and attitude toward online shopping was positive. Research services help to better understand the factors affecting the intention of the user using the online service. This subject contributes to the development of the theory of customer behavior in online shopping. Thence, it can be considered as a reference document for more specific studies and broader later.
|
|---|
