An Empirical Study On Factors Affecting Consumers' Purchase Intention Of Online Shopping In Ho Chi Minh City

[[abstract]]As a subfield of electronic commerce, online shopping is more and more attractive to people. In order to find out how sales performance can be boosted, many aspects affecting customer behaviors have been studied. This study aims to examine the significance of factors affecting online purchasing intentions of consumers in Ho Chi Minh city. Multiple analysis including reliability analysis, factor loading and Pearson product-moment were processed based on the feedback from a survey of 212 respondents. Analysis results show that price is the most significant factor, in nine considered factors, affecting purchasing intentions of consumers. Besides that, the trust, brand image, website design and website quality of online shopping have a positive impact on consumers’ purchasing intentions. Based on the results of this research, recommendations have been proposed to shop owners to guide them when making appropriate adjustments on sale and marketing strategies