Understanding factors of digital environment that affect consumers’ behaviour in Vietnam : Vietnamese Market Research

Abstract

The impacts of digital world nowadays are proved to be crucial and widely spread all over all aspects of life. Understanding the behaviours of online customers is the first attempt for a successful digital marketing plan Therefore, this paper is conducted with the purpose of providing an analysis of the possible factors of the digital environment that could have impacts on the behaviour of Vietnamese consumers. In order to do so, a theoretical framework comprising of four independent variables including cost- efficiency, information satisfaction, customer trust, and internet shopping experiences that have been proved by previous studies to have strong impacts on the purchasing behaviours of consumers in the digital market. These factors are also the main hypothesizes to test the reliability and validity within Vietnamese digital market. The researcher has also decided to apply the potivist paradigm under the assistance of survey questionnaire to collect quantitative data from the customer database of a consumer goods retail company he is working at. Specifically, 250 respondents who are Vietnamese customers in the digital market have been randomly selected to participate in this paper under self-administered questionnaire. Findings indicate that while the information satisfaction, consumer trust and internet shopping experience have strong impacts on purchasing decision of Vietnamese customers in the digital market, the impacts of cost efficiency seem to be modest.