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Published: 2022-12-28
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DOI: https://doi.org/10.52932/jfm.vi71.276
Issue
Vol. 13, issue 5
Section
Research Articles
How to Cite
Đức, L. T. M. ., Nguyễn Thị, Y., Lê Thị Hoài, T., & Lê Hoàng Thúy, V. (2022). Factors affecting online purchase intention of consumer electronics: A study of Quang Binh province. Journal of Finance and Marketing, 13(5), 101-114. https://doi.org/10.52932/jfm.vi71.276

Factors affecting online purchase intention of consumer electronics: A study of Quang Binh province

Le Thi Minh Duc1, Yến Nguyễn Thị, Thương Lê Thị Hoài, Vy Lê Hoàng Thúy
1 Trường Đại học CNTT&TT Việt - Hàn

Main Article Content

Abstract

This study investigates the effect of factors on online purchase intention of consumer electronics. Data is collected through a survey of individual customers living and working in Quang Binh province, focusing on customers aged 40 and over. A validity survey sample with 401 respondents was included in the analysis and evaluation. The results show that factors affected online purchase intention of consumer electronics of middle-aged customers in Quang Binh include: (1) perceived usefulness, (2) perceived trust, (3) promotions, (4) earnings, (5) electronic word-of-mouth, and (6) readiness for change. In particular, readiness for change has the strongest influence on the intention to purchase online consumer electronic products of middle-aged customers in Quang Binh. Based on the research results, some managerial implications are proposed to help businesses selling consumer electronics set out policies to improve the online purchase intention of consumers

Article Details

Keywords

Consumer electronics, Readiness for change, Online purchase intention

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