Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/92949
標題: Consumer's Attitude toward Online Shopping in Emerging Market: The Case of Vietnam
新開發市場消費者對於網路購物的態度: 以越南市場為例
作者: 範翠玲
Pham Thuy Linh
關鍵字: online-shopping
consumer attitude
consumer characteristics
emerging market
Vietnam market
網路購物
消費者態度
消費者特性
新開發市場
越南市場
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摘要: Rapid development of information technology has advanced online shopping becoming a global consumer trend in the last decades. Although e-shopping has been a common phenomenon in developed countries, however this issue is still worth to determine in some developing countries. Over the last ten years, Vietnam has had a very high speed economic development, the popularity of internet usage motivates more and more people shift from physical stores to virtual shopping environment. To better understand consumers' behavior and attitude in emerging countries, this study investigates consumers' attitude toward online shopping in emerging market. Using a sample data of e-shopping consumers in Vietnam, the empirical results of this study found that consumers' different characteristics make differences in their attitudes toward online shopping, namely, consumers' age, sex, income, and prior online purchasing experiences are significantly related to their attitudes toward online shopping. The findings of this study not only contribute to academic researchers, but also have important implications for business managers.
隨著資訊科技的發達,網路購物逐漸成為全球的消費趨勢。雖然在發展國家網路購物已成為普遍的現象, 然而在開發中國家的市場,網路購物仍然是一個值得探討的議題。近十幾年來,越南的經濟快速發展, 網際網路的普及使得越來越多人從實體商店轉移到虛擬商店進行購物行為。為了深入了解在發展中市場 消費者的網路購買行為與態度,本研究探討消費者的特性對於網路購物的態度,以越南市場為例。透過 使用問卷調查法,本研究的實證結果發現,消費者的特性不同會使得消費者對於網路購物的態度產生不 同的影響效果,其中消費者的年齡,性別,收入和消費者的先前網路購物經驗是最重要的因素會影響到 消費者對於網路購物的態度。本研究的實證結果不只對於學術理論界有具體的貢獻,並且對於實務企業 界也有實質的意涵。
URI: http://hdl.handle.net/11455/92949
其他識別: U0005-2811201416180820
文章公開時間: 10000-01-01
Appears in Collections:資訊管理學系

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