Factors influencing the online purchase intentions of consumers: An empirical study in Ho Chi Minh City
Published: July 23, 2026
Abstract
This study identifies the factors influencing the online purchase intentions of consumers in Ho Chi Minh City. The study finds that there are four factors, including perceived usefulness, subjective norms, trust, and perceived enjoyment, that positively influence consumers intentions to make online purchases. Meanwhile, the factor of perceived risk has a negative influence on consumers intentions to purchase online. Based on the studys results, some solutions are proposed to help managers and retailers attract more consumers to make online purchases.
Keywords
online shoppingonline purchase intentionHo Chi Minh City
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