Citation:

Thi Thanh Ha Nguyen. "Assessing Risk Factors Affecting Customers’ Online Shopping Behavior in Thai Nguyen City, Vietnam" International Research Journal of Economics and Management Studies, Vol. 3, No. 4, pp. 125-129, 2024.

Abstract:

The study conducted an online survey to measure the affecting of perceived risk factors on behavior of customers in online shopping in Thai Nguyen province, Vietnam. In order to evaluate the impacts of variables on one another using various analyses, a conceptual model was employed. The outcomes of testing the hypotheses showed that consumer spending on the internet is negatively impacted by non-delivery risk, comfort risk, and product risk. Financial risk and return policy are not statistically significant and have no impact on customers’ online shopping behavior at all. This research can help managers of e-commerce sites better understand the risk factors that affect consumers’ shopping intentions; thereby, e-commerce sites have more effective business strategies and improve competitiveness.

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Keywords:

Risk Factors, Customers’ Online Shopping Behavior, E-commerce.