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Consumer behavior in Groupon business in Vietnam

Author

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  • Giao, Ha Nam Khanh
  • Phuong, Nguyen Hoai

Abstract

This research aims to identify the factors that influence online shopping behavior of consumer in “Groupon” business in Vietnam. The findings provide information to determine the importance level of each selected factors and find out the most important factor among these proposed factors. Multiple Linear Regression and One-Way ANOVA method are used. The findings indicate three factors that have impacts on online shopping in Groupon business: Perceived benefit in Price, Trust and Convenience. The research results also pointed out there are no differences in attitude toward online shopping in Groupon business between gender, education and age group.

Suggested Citation

  • Giao, Ha Nam Khanh & Phuong, Nguyen Hoai, 2013. "Consumer behavior in Groupon business in Vietnam," OSF Preprints ea5jn, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:ea5jn
    DOI: 10.31219/osf.io/ea5jn
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    1. Brengman, Malaika & Geuens, Maggie & Weijters, Bert & Smith, Scott M. & Swinyard, William R., 2005. "Segmenting Internet shoppers based on their Web-usage-related lifestyle: a cross-cultural validation," Journal of Business Research, Elsevier, vol. 58(1), pages 79-88, January.
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