Determinants Influencing Consumers’ Attitude Towards Online Shopping: An Extension of the Technology Acceptance Model

Abstract

This research is conducted for investigating determinants influencing consumers’ attitude towards online shopping. The survey was based on 423 Vietnamese Internet users. Data collected was analyzed in accordance with the process from Cronbach's Alpha to EFA and multiple regression technique. The results show that consumers’ attitude towards online shopping was impacted by perceived usefulness, compatibility and trust. Based on the findings, some recommendations are given for retailers to improve customers’ attitude toward online shopping in the context of Vietnam in particular and in emerging countries in general.

Keywords: Attitude, Online shopping, Perceived usefulness, Trust.