A Study on Factors Affecting Switching Behavior Toward Online Shopping of Vietnamese Consumers During the Covid-19 Time (Paperback) (ISBN-13: 9781952751578)

The Covid-19 pandemic has promoted online shopping activities of Vietnamese consumers more active, which previously took a lot of effort of online businesses, but not effective. However, will this changing behavior be sustained after the Covid-19 pandemic? Therefore, the book aims to investigate how customers change during the Covid-19 outbreak based on perceived risks and perceived benefits of consumers in online shopping. These two groups of factors will be assessed along with the moderating role of the Covid-19 impact. In so doing, the paper investigated 427 online-shoppers during the Covid-19 outbreak from March to April 2020 in Vietnam (the period of social distancing). The collected data were analyzed by the hierarchical regression to determine how the Covid-19 play as a moderator that change the perception of online consumers in Vietnam. The study found that the perceptions of risk when shopping online has changed positively during Covid-19 pandemic, while these risk variables were found negatively in the normal situation. Moreover, among the benefit variables, marketing policy shows the impact on online shopping with awareness of Covid-19 compared to no effects without Covid-19. Furthermore, some control variables in the model have different results in online shopping compared to previous papers in which could be recommended to test again in future researches. However, these new behaviours would not maintain after the epidemic season. As a result, the study's findings will contribute to clarify changes in consumer buying behaviour, in order to help businesses can respond in time during the epidemic season.

Author: Tran Le Nguyen,My Ha Tang,Thi Thu Ha Do
ISBN-10: 1952751578
ISBN-13: 9781952751578
Publisher: Eliva Press
Language: English
Published: 08/16/2020
Pages: 102
Format: Paperback
Weight: 0.32lbs
Size: 9.00h x 6.00w x 0.21d