Pham, Van Kien
[Verfasser:in];
Nguyen, Tran Le
[Verfasser:in];
Do, Thi Thu Ha
[Verfasser:in];
Tang, My Ha
[Verfasser:in];
Thu Hoai, Ha Le
[Verfasser:in]
A Study on Switching Behavior Toward Online Shopping of Vietnamese Consumer During the Covid-19 Time
Beschreibung:
The Covid-19 pandemic has promoted online shopping activities of Vietnamese consumers more active, which previously took a lot of effort of online businesses, but not effective. However, will this changing behavior be sustained after the Covid-19 pandemic? Therefore, the article aims to investigate how customers change during the Covid-19 outbreak based on perceived risks and perceived benefits of consumers in online shopping. These two groups of factors will be assessed along with the moderating role of the Covid-19 impact. In so doing, the paper investigated 427 online-shoppers during the Covid-19 outbreak from March to April 2020 in Vietnam (the period of social distancing). The collected data were analyzed by the hierarchical regression to determine how the Covid-19 play as a moderator that change the perception of online consumers in Vietnam