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FACTOR AFFECTING ONLINE PURCHASING INTENTION OF
CONSUMER FOR ELECTRICAL EQUIPMENT
Chuyên ngành: QXҧQWUӏNLQKGRDnh 0mVӕ : 8340101
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Trang 6ABSTRACT
The topic "Factor affecting online purchasing intention of consumer for
electrical equipment" was researched in Ho Chi Minh City from May 2020 to
October 2020 with 3 objectives: (1) Identify the factors that constitute a user's online purchase intent for electrical equipment (2) Analyze, measure the impact level and verify the average value of the factors to see if there are any differences
on consumers' intention to buy online for electrical equipment (3) Offer some administrative functions for online business devices based on impact factor
Research is conducted through two steps of primary research and official research in which: primary research includes primary qualitative research and primary quantitative research to adjust observed variables to suit the subjects and research objectives (primary survey by questionnaires with 70 samples, thereby assessing the reliability and unidirection of the scale) Quantitative research officially conducted sampling 279 customers (this is the number of samples meeting the requirements of the survey) wishing to buy electrical equipment in Ho Chi Minh City and some neighboring areas Then performed data analysis to test scales, test models and research hypotheses by analyzing Cronbach' Alpha reliability coefficient, EFA discovery factor analysis, CFA confirmation factor analysis, correlation analysis, regression analysis and Anova testing through softwares SPSS
16 and AMOS 24
The research results show that of the 5 factors affecting consumers' online buying intentions for electrical equipment, of which factors are perceived to be useful, perceived ease of use and social influences, awareness of controlling behavior has a positive impact, the rest of awareness of risk has the opposite impact From this result, managers can learn more about a number of factors that influence consumers' intention to buy online for electrical equipment, thereby making business development plans profitable as well as creating value for customers
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