How to influence consumer behaviour: A perspective from E-commerce in Vietnam context

The aim of this study is to investigate the factors that influence the purchase intention of Vietnamese customers on the e-commerce platform. The study was conducted in Vietnam and a convenience-based sampling technique was used to collect 495 samples. Structural equation modelling (SEM) was employed to evaluate the relationships using AMOS. The results indicated that user interface quality, perceived privacy, information quality, perceived security, and consumer trust have a positive and significant impact on purchase intention. This study validates and reinforces the importance of purchase intention in the context of e-shopping. In addition, e-commerce managers can focus on the most significant factors, namely security and user interface, in order to enhance customers' behavioral intentions. This study makes a valuable contribution to the literature on consumer behavior and provides insights into anticipating consumer behavior through e-commerce. The results could be of practical significance to e-commerce providers, as they may help them to develop targeted strategies aimed at significantly increasing customer usage.