Determinants Influencing Consumers' Online Shopping Intentions in Hanoi

Online shopping has become a popular and growing form in the world as well as in Vietnam. A recent Nielsen survey released at the Online Marketing Forum 2020 showed that the number of consumers shopping online increased by 25%, while in traditional channels such as supermarkets, markets, and groceries, the number of consumers only increased by 2 times. 7%, 3%, and 6%, respectively. The reason to buy online is because there are many promotions and cheap prices. However, the frequency of online purchases in Vietnam is still quite modest, only about 1.6 times per month. This research was undertaken to determine the factors affecting consumers' online shopping intentions in Hanoi. The author conducted a survey and collected 245 valid responses. This research employed quantitative analysis techniques such as Cronbach alpha analysis, EFA, and regression analysis. The research results showed that three factors were identified, including financial risk awareness and time risk awareness negatively affecting and brand trust positively affecting the online shopping intentions of consumers in Hanoi. The results of this study provide online shopping firm managers with insights and tools that they can use to build and improve consumer intentions. Some recommendations are made for improving the business performance of online sales firms.