Description:
<jats:p>Many research studies have been conducted in the field of e-commerce, which can contribute for academic background and development of e-commerce around the world. In Vietnam, the awareness of customers toward e-commerce is limited for the emerging of this industry in Vietnam recently. This study tries to figure out research model explains the factors and to study the awareness of customers that influence the behaviors and acceptance of users buying online in the developing economy. According to the research, buying online is quite risky. Therefore, product safety would be the purchasing decision's priority. Online sales providers need to provide a safe way of ensuring consumers ' purchasing process. Through hard qualification process, they need to shortlist the good quality product. The sale would grow dramatically as consumers gained confidence. Not only should they care about the short-term profit in order to get the products of low quality.</jats:p>