Online Sales Performance in the Consumer Electronics and Refrigeration Sector: Evidence from E-Commerce Market

In Hanoi's quickly growing e-commerce market, this study examines online sales performance in the consumer electronics and refrigeration sectors and rising seasonal demand. Retail dynamics in emerging economies have seen a considerable transformation due to the growing popularity of online platforms and rising consumer expectations about product legitimacy, competitive price, warranty transparency, and skilled installation services. This study creates a conceptual framework to explain how technology capabilities, company resources, and customer perceptions all work together to affect online sales success. It does this by drawing on the Technology Acceptance Model (TAM), Resource-Based View (RBV), and consumer trust theory. 350 customers in Hanoi were surveyed as part of a quantitative study design. Cronbach's alpha and exploratory factor analysis (EFA) were used to evaluate validity and reliability. The findings show that all respondent groups consistently view online sales performance at a high level, with no statistically significant variances by age, gender, or employment. These results imply that, thanks to increased digital access and better transportation infrastructure, e-commerce adoption in the electronics and refrigeration industries has reached a mature stage. Crucially, the study emphasizes how important service-related elements are in determining customer satisfaction and purchasing behavior, especially shipping, installation, and after-sales support. By offering sector-specific data from a developing market and incorporating digital transformation and socioeconomic viewpoints into the examination of online sales performance, this study adds to the body of literature. The results have useful ramifications for businesses looking to boost their competitiveness in AI-enabled digital markets as well as for legislators hoping to promote the growth of sustainable e-commerce.