Factors Affecting the Online Purchase Intention of Young Consumers

Abstract

This article focuses on the factors affecting the online purchase intention for young consumers in Vietnam. The study data is collected through a survey process of 540 young consumers in Ho Chi Minh City (Vietnam). The multiple regression analysis is used to estimate the study model. The results of the study show that performance expectancy (PE) and social influence (SI) are two factors that have a significant impact on online purchase intention (OPI) of young consumers. Meanwhile, faciliating conditions (FC) and effort expectancy (EE) also have a positive impact on the online purchase intention (OPI) of young consumers but with lower, this is a new finding of this article compared to the previous studies. These findings are important for the managers in the online sales companies. Accordingly, in order to improve the online purchase intention of consumers (especially young consumers), the online sales companies need to take into account the characteristics of the services and external factors, especially the usefulness of services and external influences from the society.

Keywords: electronic commerce, online purchase intention, multiple regression analysis, young consumers, Vietnam.