Electronic commerce (e-commerce) is an increasingly popular trend in modern economy concomitant with the development of the Internet. E-commerce has developed considerably, making Vietnam one of the fastest growing markets in the world. However, its growth rate has not matched its potential, leading to the question how online retailers could improve their practices and thus contribute to the sustainable development of emerging markets such as Vietnam. Therefore, with the goal of providing online retailers with many methods to improve their online shopping service, this study examined the direct and indirect influence of the dimensions of online shopping convenience on repurchase intention through customer-perceived value. A survey of 230 Vietnamese customers was conducted to test the theoretical model. A structural equation model was used for data analysis. The results determined that the five dimensions of online shopping convenience are: access, search, evaluation, transaction, and possession/post-purchase convenience. All dimensions have a direct impact on perceived value and repurchase intention. The results also show the important role of perceived value when a factor both directly influences repurchase intention and mediates the relationship between convenience and repurchase intention.
Digital products are illegally used in various areas in the world. This behavior causes bad effects on ecommerce activities. This study aimed to find out factors influencing digital piracy behavior in Vietnam, where digital piracy rate is fairly high. In previous research, the approach focused on separate aspects and the scope focused mainly on students. Therefore, an integrated approach could return a better result. Based on the theory of planned behavior and related researches, this study proposed an integrated model to explore the factors affecting digital piracy behavior in Vietnam. Some viewpoints that have been integrated into the proposed model include a psychological, moral, legal, economic and technological viewpoint. The sample consists of 264 people in Ho Chi Minh City, Vietnam. The results showed that the perceived behavioral control strongly influences the intention, and then on the digital piracy behavior. Besides, perceived behavioral control is influenced by technology development and perceived risk. This research confirmed most of the proposed hypotheses and showed the important role of technology in predicting this kind of behavior in Vietnam. Based on the findings of this study, several suggestions have been made to mitigate the digital piracy situation in Vietnam.
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