Research On The Influencing Factors Of Consumers' Willingness To Buy Electronic Products Online

In recent years,as a form of electronic commerce,online shopping has been highly respected by consumers.Consumers find an interest product by visiting the website of the retailer directly or by searching among alternative vendors using a shopping search engine.Nowadays,customers can shop online using a range of different computers and devices,including desktop computers,laptops,tablet computers,smart phones,and smart pads.With the development of internet technology,e-commerce marketing is gradually popular in Hanoi.The e-commerce such as Lazada and Shopee,with their headquarters in Hanoi,have led the rapid development of e-commerce in Hanoi.More and more electronic products are sold through B2C e-commerce.Purchase willingness is an important factor that determines consumer behavior and can be used to assess the likelihood of future consumer behavior.Therefore,on the basis of sorting out TRA(reasonable behavior theory),TPB(planned behavior theory),TAM(technical acceptance model)and Philip Kotler consumer behavior models,this article makes an analysis of the influencing factors of Hanoi consumers' willingness to purchase electronic products online,and put forward some relevant suggestions.In order to ensure the validity of the study,550 questionnaires were distributed and 512 were returned.Finally,480 valid questionnaires were collected.After collecting the questionnaires,SPSS20 software was used to encode and input the data,and the data was analyzed empirically,details as follows:descriptive statistical analysis,exploratory factor analysis,reliability analysis,and regression analysis.The results of this study show that online shopping for electronic products is affected by six factors,and the degree of influence of independent variables on dependent variable H from strong to weak is:H1(0.394)>H3(0.351)>H2(0.344)>H5(0.302)>H6(0.291)>H4(0.264),that is,product value>transportation>product price>social impact>perceived usefulness>promotion.The results of the study also revealed the importance of online regulators.At the same time,this paper provides relevant suggestions for online electronic product retailers,details as follows:First,formulate product-related commitment policies,establish fast and convenient delivery systems,provide products at reasonable prices,carry out marketing activities,and etc.;Second,minimize risks and enhance the confidence of online shoppers,so that the willingness of Hanoi consumers to purchase electronic products online is inspired.