| Summary: | 碩士 === 明新科技大學 === 管理研究所碩士班 === 107 === In recent years, the growth of internet and smartphone has affected the lives of so many people around the globe. More than 72% of Internet users worldwide access from mobile phones and the internet, meaning that online shopping has grown significantly. Following this, the strong development of electronic commerce (e-commerce) and online shopping within 2 decades make the competition of the retail sector in the Vietnam market increase more and more. Using the internet to do shopping in Vietnam is still a new channel. In the past, most of Vietnam’s customers used physical stores and exchange products to buy and sell directly, so this online shopping form had many problems in the Vietnam market. Online shopping, different from the traditional shopping behavior, is characterized by uncertainty, anonymity, and lack of control and potential opportunism. Maintaining customer loyalty has been recognized as one of the essential factors for business survival and growth in online shopping. This study will research the influencing factors and their impacts on the market, supporting foreign business and domestic business if they want to develop in the Vietnam market. The study used an SPSS 20.0 for building, analyzing and testing the model of factors affecting the customer loyalty toward online shopping as well as the theoretical other relationships involved. The results are gathered from a group of 300 people in Vietnam, showing that web-vendor and service directly affect customer purchase intention. The included element groups: Web-vendor, service factors and customer trust have also an indirect impact on customer loyalty.
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