Factors affecting customers’ purchase intention for OCOP products of Quang Tri Province on e-commerce platforms
Published: August 4, 2026
doi:10.62831/nckh.2026.386.v1
Abstract
This study aims to identify and measure factors affecting customers’ purchase intention toward OCOP products of Quang Tri Province on e-commerce platforms. Using survey data from 250 customers who interacted with and purchased OCOP products on e-commerce platforms, the study applied reliability testing using Cronbach’s Alpha, exploratory factor analysis (EFA), and regression analysis. The results indicate five main factors influencing purchase intention, among which trust and perceived price have the strongest effects. The study also proposes managerial implications to enhance customers’ purchase intention toward OCOP products of Quang Tri Province via e-commerce platforms.
Keywords
customerse-commercepurchase intentionOCOP productsQuang Tri
References
1.
Chi Cục Kinh tế hợp tác, Sở Nông nghiệp và Môi trường tỉnh Quảng Trị (2026). Danh sách sản phẩm OCOP tỉnh Quảng Trị. Quảng Trị.
2.
Bộ Công Thương. (2025). Báo cáo Thương mại điện tử Việt Nam năm 2025. Cục Thương mại điện tử và Kinh tế số.
3.
Lưu Tiến Thuận, Đinh Thị Mỹ Phượng, & Nguyễn Thu Nha Trang. (2024). Nghiên cứu các nhân tố ảnh hưởng đến ý định mua sản phẩm đạt chứng nhận OCOP của người tiêu dùng trên địa bàn thành phố Cần Thơ. Tạp chí Khoa học Đại học Cần Thơ, 60(2), 228-240. https://doi.org/10.22144/ctujos.2024.260
Abrahão, R., Moriguchi, S. N., & Andrade, D. F. (2016). Intention of adoption of mobile payment: An analysis in the light of the Unified Theory of Acceptance and Use of Technology (UTAUT). RAI Revista de Administração e Inovação, 13(4), 221-230. https://doi.org/10.1016/j.rai.2016.09.001
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Bimaruci, H., Hudaya, A., & Ali, H. (2020). Model of consumer trust on travel agent online: Analysis of perceived usefulness and security on re-purchase interests (Case study Tiket.com). Dinasti International Journal of Economics, Finance & Accounting, 1(1), 110-124. https://doi.org/10.31933/dijefa.v1i1.121
Cheung, C. M., & Lee, M. K. (2000). Trust in Internet shopping: A proposed model and measurement instrument. In Proceedings of the Americas Conference on Information Systems (AMCIS 2000) (pp. 406-412). https://aisel.aisnet.org/amcis2000/406/
8.
Chow, W. S., & Chan, L. S. (2008). Social network, social trust and shared goals in organizational knowledge sharing. Information & Management, 45(7), 458-465. https://doi.org/10.1016/j.im.2008.06.007
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
Escobar-Rodríguez, T., & Carvajal-Trujillo, E. (2014). Online purchasing tickets for low cost carriers: An application of the Unified Theory of Acceptance and Use of Technology (UTAUT) model. Tourism Management, 43, 70-88. https://doi.org/10.1016/j.tourman.2014.01.017
Faith, S., & Agwu, E. (2014). A review of the effect of pricing strategies on the purchase of consumer goods. International Journal of Research in Management, Science & Technology, 2(2), 88-102. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3122351
12.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Addison-Wesley.
13.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
14.
Hasslinger, A., Hodzic, S., & Opazo, C. (2008). Consumer behaviour in online shopping (Bachelor's thesis, Kristianstad University). Kristianstad University Research Portal. http://hdl.handle.net/20.500.12613/11825
15.
Isaac, O., Abdullah, Z., Aldholay, A. H., & Ameen, A. A. (2019). Antecedents and outcomes of internet usage within organisations in Yemen: An extension of the Unified Theory of Acceptance and Use of Technology (UTAUT) model. Asia Pacific Management Review, 24(4), 335-354. https://doi.org/10.1016/j.apmr.2019.03.001
Jacinda, V., Ronald Dr. & Amelia Dr. (2023). Impact of social experience on customer purchase decision in the social commerce context of Instagram. International Journal of Science and Business, 20(1), 11-22.
17.
Kim, B., Chen, Y., & Kim, D. (2023). Key factors influencing customer loyalty in live commerce: The role of perceived value and perceived risk. Social Behavior and Personality: An International Journal, 51(9), e12656. https://doi.org/10.5197/sbp.12656
Nazir, S., Tayyab, A., Sajid, A. R., Rashid, H., & Javed, I. (2012). How online shopping is affecting consumers buying behavior in Pakistan? International Journal of Computer Science Issues, 9(3), 486-495.
19.
Needham, D. (1996). Business for higher awards. Heinemann Educational Publishers.
20.
Phan Thi Thanh Hoa, Nguyen Le Kim Ngan, Nguyen Le Phuong Nga, Trinh Ngoc Anh, & Nguyen Thi Thuy Linh. (2022). The impact of belief, attitude and subjective norm on OCOP products purchase intention of Vietnamese consumers. International Journal of Multidisciplinary Research and Analysis, 5(2), 556–563. https://doi.org/10.47191/ijmra/v5-i2-44
Salam, A. F., Rao, H. R., & Pegels, C. C. (2003). Consumer-perceived risk in e-commerce transactions. Communications of the ACM, 46(12), 325-331. https://doi.org/10.1145/953460.953513
Martín, S. H., & Herrero, Á. (2012). Influence of the user's psychological factors on the online purchase intention in rural tourism: Integrating innovativeness to the UTAUT framework. Tourism Management, 33(2), 341-350. https://doi.org/10.1016/j.tourman.2011.04.003
Sarfaraz, J. (2017). Unified Theory of Acceptance and Use of Technology (UTAUT) model-mobile banking. Journal of Internet Banking and Commerce, 22(3), 1-20.
24.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
25.
Thaw, Y. Y., Mahmood, A. K., & Dominic, P. D. D. (2009). A study on the factors that influence the consumers' trust on e-commerce adoption. International Journal of Computer Science and Information Security, 4(1-2), 153-162.
26.
Thi Lan Le, Quang Hieu Le, & Duy Hung Pham. (2025). Factors affecting consumer intentions and decisions to purchase OCOP products: Exploring the role of pride in local specialties. Decision Science Letters, 14(3), 775–784. https://doi.org/10.5211/dsl.2025.16
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478. https://doi.org/10.2307/30036540
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22. https://doi.org/10.1177/002224298805200302
