THE PURCHASE BEHAVIOUR VIA E-COMMERCE PLATFORM: A CASE OF SMES AND HOUSEHOLDS IN VIETNAM
DOI:
https://doi.org/10.62985/j.huit_ojs.vol26.no3E.553Keywords:
Attitude, trust, delivery services, intention, behaviour, performance.Abstract
During and probably after the period of Covid-19 pandemic, online purchase has become increasingly and widely accepted by SMEs and households as a mode of carrying out business transactions. Using SPSS 25 and AMOS 24 software, this study has collected and analysed data from several hundred SMEs and households in Vietnam. Based on that, several relevant hypotheses were proposed to be verified. The obtained research results have shown that the purchase intention of SMEs and households via E-business platform is impacted by: product's usefulness, attitude, habit, trust and delivery services. Furthermore, the research results also indicated that experience positively affected trust and delivery services in terms of a better trust promotion, as well as improving efficiency and reducing costs, opening ways to enhance competitive capacity and service performance of E-business platforms.
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