The Customer Attitude in Online Shopping: The Case of Hanoi City

The main objective of this study was to identify, evaluate, and to measure the attributes of the customer attitude in online shopping in Hanoi city, Vietnam. The study was based on a field survey using a semi-structured questionnaire on a sample of 300 customers. But, only 245 filled questionnaires were satisfactory and therefore included in the analysis. By using several statistical analytical tools, i.e., descriptive statistics, Cronbach’s Alpha analysis, and ANOVA, the study has identified and measured three (3) attributes of the customer attitude in online shopping in Hanoi city, Vietnam that have great effects on customers. There is, statistically, significant difference in the level of the customer attitude in online shopping in Hanoi city from these different academic standards and between the mentioned three groups of income. Based on the findings, some recommendations are given for online firms to improve the customer attitude in online shopping.