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A study on the COVID-19 awareness affecting the consumer perceived benefits of online shopping in Vietnam

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  • Van Kien Pham
  • Thu Ha Do Thi
  • Thu Hoai Ha Le

Abstract

The Covid-19 outbreak has turned out an opportunity for a recent noticeable increase in online shopping in Vietnam. Hence, this paper aims to discover how online shoppers react to their purchasing behaviour during Covid-19 time in terms of perceived benefits perspective. Based on the collected data from 427 Vietnamese online respondents during the social distancing period due to Covid-19, the research analyses the role of Covid-19 as a moderator variable in the relationship between benefits perception of the consumer and their online shopping activity. The result shows Covid-19 plays a moderating role in consumer’s awareness of utilities, which encourages shoppers towards Online shopping. However, the affection of society could be a reason that consumers become more hesitant to shop online. In the meanwhile, awareness of the Covid-19 pandemic and marketing policies do not impact on online shopping significantly during the Covid-19 pandemic which is a conflict with previous researches. These findings can contribute to understanding consumer behaviour comprehensively, help companies deal with similar situation as well as recommendations for the government to support businesses effectively in the future.

Suggested Citation

  • Van Kien Pham & Thu Ha Do Thi & Thu Hoai Ha Le, 2020. "A study on the COVID-19 awareness affecting the consumer perceived benefits of online shopping in Vietnam," Cogent Business & Management, Taylor & Francis Journals, vol. 7(1), pages 1846882-184, January.
    • Handle: RePEc:taf:oabmxx:v:7:y:2020:i:1:p:1846882
    DOI: 10.1080/23311975.2020.1846882
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    Cited by:

    1. Mi-Hwa Jang & Eui-Yul Choi, 2022. "Will Perceived Risk of COVID-19 Move Exhibition Visitors from On-Site to Virtual? Focusing on Exhibition Quarantine Service Quality and Switching Intention," IJERPH, MDPI, vol. 19(11), pages 1-12, May.
    2. Minh Hieu Nguyen & Jimmy Armoogum & Binh Nguyen Thi, 2021. "Factors Affecting the Growth of E-Shopping over the COVID-19 Era in Hanoi, Vietnam," Sustainability, MDPI, vol. 13(16), pages 1-21, August.
    3. Cruz-Cárdenas, Jorge & Zabelina, Ekaterina & Guadalupe-Lanas, Jorge & Palacio-Fierro, Andrés & Ramos-Galarza, Carlos, 2021. "COVID-19, consumer behavior, technology, and society: A literature review and bibliometric analysis," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    4. Jiam Song & Kwangmin Jung & Jonghun Kam, 2023. "Evidence of the time-varying impacts of the COVID-19 pandemic on online search activities relating to shopping products in South Korea," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    5. Sufyan Habib & Nawaf N. Hamadneh, 2021. "Impact of Perceived Risk on Consumers Technology Acceptance in Online Grocery Adoption amid COVID-19 Pandemic," Sustainability, MDPI, vol. 13(18), pages 1-16, September.
    6. Faith TINONETSANA & Steve Kayambazinthu MSOSA, 2023. "Shifts In Consumer Behavioural Trends During And Post The Covid-19 Pandemic: An Analysis Using The Theory Of Reasoned Action," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 13(4), pages 47-60, December.
    7. Sigitas Urbonavicius & Karina Adomaviciute – Sakalauske, 2023. "Learning from Pandemic Periods: Elements of the Theory of Behavioral Transformation," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(2), pages 251-266.
    8. Michela Piccarozzi & Cecilia Silvestri & Patrizio Morganti, 2021. "COVID-19 in Management Studies: A Systematic Literature Review," Sustainability, MDPI, vol. 13(7), pages 1-28, March.
    9. Norzaidi Mohd Daud & Raja Nur Hannah Fatimah Raja Mohd Hashimb & Anis Irdina Yang Asri & Nurul Haslinda Mohd Azmaruza & Syed Amir Zakir Syed Azizi, 2023. "Information Commerce (i-Commerce) Usage and Purchase Decisions Among University Students During COVID-19," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(1), pages 77-92.

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