A study on the COVID-19 awareness affecting the consumer perceived benefits of online shopping in Vietnam
The Covid-19 outbreak has turned out an opportunity for a recent noticeable increase in online shopping in Vietnam. Hence, this paper aims to discover how online shoppers react to their purchasing behaviour during Covid-19 time in terms of perceived benefits perspective. Based on the collected data...
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Taylor & Francis Group
2020
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oai:doaj.org-article:c57a78f5d1f743d7b8ded2cace1175682021-12-02T17:01:03ZA study on the COVID-19 awareness affecting the consumer perceived benefits of online shopping in Vietnam2331-197510.1080/23311975.2020.1846882https://doaj.org/article/c57a78f5d1f743d7b8ded2cace1175682020-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2020.1846882https://doaj.org/toc/2331-1975The Covid-19 outbreak has turned out an opportunity for a recent noticeable increase in online shopping in Vietnam. Hence, this paper aims to discover how online shoppers react to their purchasing behaviour during Covid-19 time in terms of perceived benefits perspective. Based on the collected data from 427 Vietnamese online respondents during the social distancing period due to Covid-19, the research analyses the role of Covid-19 as a moderator variable in the relationship between benefits perception of the consumer and their online shopping activity. The result shows Covid-19 plays a moderating role in consumer’s awareness of utilities, which encourages shoppers towards Online shopping. However, the affection of society could be a reason that consumers become more hesitant to shop online. In the meanwhile, awareness of the Covid-19 pandemic and marketing policies do not impact on online shopping significantly during the Covid-19 pandemic which is a conflict with previous researches. These findings can contribute to understanding consumer behaviour comprehensively, help companies deal with similar situation as well as recommendations for the government to support businesses effectively in the future.Van Kien PhamThu Ha Do ThiThu Hoai Ha LeTaylor & Francis Grouparticleconsumer behaviouronline shoppingcovid-19benefits perceptionBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 7, Iss 1 (2020) |
| institution |
DOAJ |
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DOAJ |
| language |
EN |
| topic |
consumer behaviour online shopping covid-19 benefits perception Business HF5001-6182 Management. Industrial management HD28-70 |
| spellingShingle |
consumer behaviour online shopping covid-19 benefits perception Business HF5001-6182 Management. Industrial management HD28-70 Van Kien Pham Thu Ha Do Thi Thu Hoai Ha Le A study on the COVID-19 awareness affecting the consumer perceived benefits of online shopping in Vietnam |
| description |
The Covid-19 outbreak has turned out an opportunity for a recent noticeable increase in online shopping in Vietnam. Hence, this paper aims to discover how online shoppers react to their purchasing behaviour during Covid-19 time in terms of perceived benefits perspective. Based on the collected data from 427 Vietnamese online respondents during the social distancing period due to Covid-19, the research analyses the role of Covid-19 as a moderator variable in the relationship between benefits perception of the consumer and their online shopping activity. The result shows Covid-19 plays a moderating role in consumer’s awareness of utilities, which encourages shoppers towards Online shopping. However, the affection of society could be a reason that consumers become more hesitant to shop online. In the meanwhile, awareness of the Covid-19 pandemic and marketing policies do not impact on online shopping significantly during the Covid-19 pandemic which is a conflict with previous researches. These findings can contribute to understanding consumer behaviour comprehensively, help companies deal with similar situation as well as recommendations for the government to support businesses effectively in the future. |
| format |
article |
| author |
Van Kien Pham Thu Ha Do Thi Thu Hoai Ha Le |
| author_facet |
Van Kien Pham Thu Ha Do Thi Thu Hoai Ha Le |
| author_sort |
Van Kien Pham |
| title |
A study on the COVID-19 awareness affecting the consumer perceived benefits of online shopping in Vietnam |
| title_short |
A study on the COVID-19 awareness affecting the consumer perceived benefits of online shopping in Vietnam |
| title_full |
A study on the COVID-19 awareness affecting the consumer perceived benefits of online shopping in Vietnam |
| title_fullStr |
A study on the COVID-19 awareness affecting the consumer perceived benefits of online shopping in Vietnam |
| title_full_unstemmed |
A study on the COVID-19 awareness affecting the consumer perceived benefits of online shopping in Vietnam |
| title_sort |
study on the covid-19 awareness affecting the consumer perceived benefits of online shopping in vietnam |
| publisher |
Taylor & Francis Group |
| publishDate |
2020 |
| url |
https://doaj.org/article/c57a78f5d1f743d7b8ded2cace117568 |
| work_keys_str_mv |
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