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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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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.

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