Research on Purchasing Behavior on E-commerce Platforms of Low-income People of Vietnam

The purpose of this study is to analyze factors affecting the purchasing behavior of low-income Vietnamese on e-commerce platforms. 700 questionnaires were dispersed among universities, coffee shops, and Facebook community groups in Vietnam. Respondents to the questionnaires were consumers of those places in Vietnam, which were randomly selected. Finally, SEM analysis was used on the data to test the hypotheses of the study. The study identified that “Subjective norms” and “Consumer attitudes” have no effect on shopping behavior on e-commerce platforms, while “Perceived behavioral control” is most affected and “Perceived risks” are least affected on shopping behavior.

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