Influent Factors to Individual Online Consumer Behavior: A Vietnamese Case Study

摘要

In Vietnam, online shopping activities have grown strongly. Thus, the number of people using the Internet for online shopping activities increases gradually. This is promising good shifts for online business companies. In the online shopping market, understanding the buyers and having good satisfactions from them are vital issues to be an online business's success. The paper discusses about customer behavior in general, the factors affecting to the buying decision, and analysis of influent factors to individual online customer satisfaction with a Vietnamese case study. The findings show that the business companies should focus on their product, price, and services in their marketing strategy. This is because that the factors of marketing on product and promotion have been found as the most important factors to customers’ satisfaction. Other factors such as technology or comments from relatives are also affected to customers’ buying decisions. Therefore, the business companies also have appropriate policies or promotions to alternative customers’ segmentations.