與傳統購物相比，網上購物越來越受歡迎並且在世界上越來越強勁，越南也不例外。事實上，許多著名的在線購物網站，如亞馬遜和eBay吸引了數百萬客戶，交易價值不斷增加。因此，研究影響越南消費者購買意願的因素，這對於越南網上零售業來說是必不可少的。 本研究的目的是研究影響越南消費者購買意願的因素，如產品特性，口碑，消費者特徵，網站設計和信任，以及調查口碑特徵和客戶作為主持人對產品特徵與購買意圖之間關係的影響，信任對網站設計關係的中間影響和購買意圖。該研究使用定量研究方法進行，包括一些理論，實踐和建議的研究結果，為未來的研究人員做出貢獻。在越南開展網上購物。 There are more advantages than the traditional shopping, online shopping is now becoming popular and flourishing in the world, Vietnam is no exception. There is a fact that many famous online shopping sites like Amazon and eBay attract millions of customers with a large daily transaction value. Therefore, the study of the factors affecting the purchase intention of Vietnamese consumers when shopping online becomes necessary and urgent for online retailing industry in Vietnam. The aim of this study is to examine the factors affecting consumers' purchase intention in Vietnam such as product characteristics, word of mouth, consumer characteristics, website design and trust, as well as to investigate the effect of word of mouth and customer characteristics as moderators on the relationship between product characteristics and purchase intention, the mediating effect of trust on the relationship between website design and purchase intention. Using quantitative research methods to conducting, this study implies some findings on theory, practice and recommend some directions for future researchers, which can contribute to the development of online shopping in Vietnam.
