Factors affecting online purchase intention: A study of Vietnam online customers

The paper examines factors influencing online purchase intention of Vietnamese. Based on the Unified Theory of Acceptance and Use of Technology (UTAUT), the study develops a theoretical model including four explanatory variables of online purchase intention: performance expectancy (PE), social influence (SI), effort expectancy (EE) and facilitating condi-tions (FC). The empirical results obtained in a sample of 204 valid interviewees reveal the statistically significant and concurrent impact of the mentioned determinants on the intention to purchase online. Among them, performance expectancy (PE) and social influence (SI) exert the most significant influence. The findings provide guidance for online firms to improve their conditions and develop marketing strategies in order to highlight efficiency, ease of use, and convenience; become a trend of social communities and then encourage the online purchase.