FACTORS AFFECTING INTENTION TO USE E-COMMERCE OF CONSUMERS IN HANOI

Abstract

Currently, e-commerce market is expanding with many models and subjects. Supply chains are also changing towards modernity with the help of digitalization and information technology. The objective of this study is to determine the factors affecting the intention to use e-commerce of consumers by surveying 150 individuals who are using or intending to use e-commerce. The study found the results through measuring, analyzing and adjusting the scale of the intention to use e-commerce by surveying the research subjects with 5 components, 26 observed variables. The analysis results show two components: perception of usefulness and convenience in payment with high reliability and value. Perception of usefulness including 3 parts: economy, time and product, has the strongest influence on the intention to use e-commerce and contributes 72.2% in the intention to use e-commerce of consumers. This shows economic factors, saving time, and products play an important role in consumers having a positive attitude in using e-commerce.