KINH.
NGHIEN c t f u CAC NHAN TO ANH HlTCfNG DEN QUYET DINH MUA SAM VOUCHER KHUYEN MAI
T R U C TUYEN CUA KHACH HANG TAI THANH PHO HO CHI MINH
• DINH XUAN HUNG
TOM TAT:
Viec nghien cffu cac nhan to anh hffdng de'n quyet dinh mua sdm voucher khuye'n mai trffc tuye'n c6 tam quan trpng dac biet dd'i vdi cac doanh nghiep thffdng mai dien tff. Ket qua nghien cffu cho tha'y cd 4 nhan to nhan thffc ldi ich anh hffdng manh nha't den quye't djnh mua voucher khuye'n mai trffc tuy^n, la: Sff giam gid, stf Iffa chon san pham, thdng tin phong phu, sff tien ldi.
Tuf khoa: Mua sam trffc tuye'n, quye't dinh mua, voucher khuyd'n mai trffc tuyd'n, TP. H 6 Chi Minh.
1. Gidi thidu
Cupc cdch mang khoa hpc ky thudt da vd dang dem lai nhffng bie'n ehuye'n manh me trdn toan thd' gidi, dac biet la viec dp dung cdng nghe thdng tin trong mpi hoat ddng kinh te' toan cau.
Do vdy, viec nghien cffc cdc nhdn td' anh hffdng de'n quye't dinh mua sam (QDMS) voucher khuye'n mai trffc tuyd'n (KMTT) cd tam quan trpng dac biet dd'i vdi cac doanh nghidp sd hffu website ban hang qua mang, vi day dffdc ddnh gia Id mdt ngdnh dich vu day tiem nang trong thdi kj Vidt Nam hdi nhap sau rdng cung vdi sff phdt trie'n manh me cua thffdng mai dien tff vd td'c dp gia tang ve so'Itfpng ngtfdi sff dung Internet. Ben canh dd, bdi nghien effu se giiip cdc doanh nghidp
phdt trie'n, md rdng mang Iffdi khdch hang, dinh vi thffdng hieu cua minh tren thi trffdng, quang ba hinh anh doanh nghiep nham tang lpi thd' canh tranh trong nganh dich vu nay.
Vdi nhffng ly do neu tren, nghien cffu ndy nham muc tieu kham phd cac nhdn to ve nhdn thffc lpi ich anh hffdng de'n QDMS voucher KMTT va do Itfdng chiing tai khu vffc TP. Ho Chi Minh. Tff ke't qua phan tich dffdc, de xud't cac gidi phdp giup cac doanh nghiep thu hiit dffpc khdch hdng va phat trie'n thffdng hidu cung nhff tang tinh canh tranh trong nganh,
2. Cdsof ly luan
Nhffng nhd nghien cffu trffdc ddy da tranh luan v^ nhffng ldi ich ciia viec mua sam trtfc tuye'n bdi
So 5 - T h a n g 3/2020 269
TAP CHi CONG THIfdNG
sff tien ldi ma nhffng kenh mua sdm truyen thdng khdng the cd dffdc. Tuy nhien, thffdng mai didn tff cung chi rd nhffng ba't cap trong viec mua hang tren mang va nhffng khach hang nhdn nhieu rui ro hdn tien lpi se khdng cdn hao hffng khi mua hdng trffc tuye'n [3]. Nghien cffu ciia Bhatnagar & Ghose (2004) cho tha'y, ngffdi tieu dung quan tam nhieu hdn de'n nhffng trang web lien quan de'n nhan thffc rui ro hdn Id nhffng trang web hen quan de'n nhan thffc ldi nhudn. Tuy nhien, nghien ctfu ciia hp chi bao gom mdt ldi ich dd Id stf tien ldi [5].
Nghien cffu cua Xiang Yan & etg. (2009) cho tha'y quye't dinh mua hdng dffdc anh hffdng bdi 2 nhdm nhan td' chinh, la: nhan thffc ldi ich va nhdn thffc rui ro ciia khach hang. Nhan thffc ldi ich tdc ddng tich ctfc dd'n QDMS trtfc tuye'n vd nhdn thffc nii ro tdc ddng tieu ctfc den QDMS trtfc tuye'n cua khach hang [5]. Nhdn thffc ldi ich ciia khdch hang mua sam trtfc tuye'n dffdc do Iffdng bdi 4 ye'u td:
Tien ldi mua sam, Sff giam gid, Dac tinh san phdm, Thdng tin phong phu.
Cdn nghien cffu ciia Sandra Forsythe va etg.
(2006) da dffa ra nhdn thffc Idi ich cua khdch hang khi mua sam trtfc tuye'n dtfdc do Itfdng bdi 4 ye'u to:
Tien ldi mua sam, Stf Itfa chpn san pham, Thoai mdi mua sdm, thich thu mua sam [6].
Qua nghien cffu cho thay, cd 7 nhdn to' nhan thffc dnh htfdng de'n QDMS trtfc tuye'n cua khdch hang. Vi vay, tdc gia dtfa ra md hinh nghien ctfu sau: (Hinh I).
Cdc gia thuyet nghien cffu:
HI: Nhdn thffc ciia khdch hang ve sff tien Idi trong mua sdm trffc tuye'n anh hffdng de'n QDMS.
H2: Nhdn thffc cua khdch hang ve sff lffa chon Hinh 1: Mo hinh nghien cCfu de nghj
NILViNTHfCLOlitH Tieii Igi mua sam 1 Su lira chon san pham l' Thoai mat mua sam
Thich thu mua sam 1 Thong tm phong phu 1 Su giam gia
Dac tinh san pham H 2 \ 4 1 3 \ \
H T /
san phd'm trong mua sdm trtfc tuye'n thi se anh htfdng de'n QDMS.
H3: Nhan thffc cua khdch hang ve stf thoai mai trong mua sam trtfc tuye'n dnh htfdng de'n QDMS.
H4: Nhan thffc cua khdch hang vi sff thich thu trong mua sam trtfc tuye'n anh hffdng de'n QDMS.
H5: Nhdn thffc cua khach hang ve thdng tin phong phu trong mua sdm trffc tuye'n anh hffdng de'n QDMS.
H6: Nhan thtfc ciia khach hdng ve sif gidm gia trong mua sam trffc tuye'n anh hffdng de'n QDMS.
H7: Nhdn thtfc cua khach hang ve dac tinh sdn phdm trong mua sam trffc tuye'n anh htfdng de'n QDMS.
3. Phu'dng phap nghien cuFu
Nghien ctfu dinh tinh: Sff dung ky thuat thdo ludn nhdm tap trung, tac gid tham khdo y kien cua 5 chuyen gia ban hdng qua mang vd thao ludn vdi 10 khdch hdng thffdng xuyen mua Voucher BCMTT nham khang dinh md hinh nghien ctfu, cung nhff kham pha cdc nhan to'nhan thffc ldi ich ma khdch hang quan tdm, da trffc tid'p anh hffdng den QDMS Voucher KMTT qua dd dieu chinh lai bie'n quan sat.
Nghien cffu djnh Iffdng: Dffpc tie'n hanh tai khu vffc TP. Hd Chi Minh, vdi ddi tffdng nghien cffu la cdc khdch hang da mua Voucher KMTT, sff dung phtfdng phdp la'y mdu thudn tidn vdi 300 bang cdu hdi dffpc gffi trtfc tid'p de'n khdch hang phdng van, 280 bang cau hdi thu ve hdp 16 dffdc sff dung de nghien cffu, chie'm 93%.
Bai vie't ddnh gid dd tin cay thang do bdng Cronpach's Alpha vd phdn tich nhan to' EFA, xdy dffng ma tran tffdng quan vd ham hoi quy ve moi quan he giffa cdc nhdn to' tren vdi QDMS ciia khach hdng.
4. PhSn tich kd't qua
4.1. Ddnh gid dg tin cdy cua thang do thong qua hf sd Cronbach's Alpha
Thang do cd he sdCronbach's Alpha &
0,6 trd len la cd the sff dung dffdc trong trffdng hdp khdi nidm dang nghidn cffu mdi [7]. Ke't qua thu difdc tff kie'm dinh dd tin cdy thdng qua he sd'Cronbach's Alpha cho thafy cdc thanh phan thang do deu c6 hd so' Alpha > 0,6, lan Urpt la: Tien ldi mua sam (0.8), Stf Itfa chon san ph^m (0.889), Stf thda maimud .tm (0.867), Stf
2 7 0 So 5^ Thang 3/2020
KINHDGANH
thich thu mua sam (0.792), Thdng tin phong phu (0.871), Stf giam gia (0.842), Dac tinh san ph^m (0.826), QDMS (0.829), thda man yeu cau cua nghidn cffu vd ta't ca cac bien quan sat deu dtfdc dffa vao phdn tich EFA d bffdc tie'p theo.
4.2. Phan tick nhdn td'EFA
Bang 1, ke't qua EFA cho thd'y cd 7 nhan td'
dffdc trich tai Eigenvalue la 1.017 va tdng phffdng sai trich Id 65.879%, trpng sd' cua cac bie'n quan sat deu cao . Vi vdy, cdc bie'n quan sat ciia thang do ndy dat ydu cau cho cac phdn tich tie'p theo. Cac bie'n quan sat C4,14 cd he so' tai nhdn td' nhd hdn 0.5 ndn khdng dat yeu cau.
Nhff vdy, thang do cdc nhdn to' nhan thtfc lpi ich Bang 1. Kd't qua EFA cua cdc nhan t6 nhqn thCfc Icfi ich anh hJdng de'n QDMS
BiiTn quan sat
C1 C2 03 C4 C5 S1 S2 S3 S4 S5 T1 T2 T3 T4 H1 H2 H3 H4 H5 11 12 13 14 15 P1 P2 P3 P4
Yfijtci 1
0.162 0,248 0.31 0.398 0.316 0.716 0.707 0.818 0.810 0.711 0.166 0.06 0.114 0.027 0.062 0 003 0.095 -0.102 -0.179 0.183 0.153 0.236 0.276 0.446 0.377 0.274 0172 0.198
2 0.166 0.299 0.315 0.436 0.508 0.351 0.264 0.087 0.111 0.296 0.176 0.201 0.097 0.105 -0.1 -0.08 -0.06 0.039 0.187 0.771 0.758 0.719 0 478 0.625 0.252 0.319 0.178 0.13
3 0.085 0.102 0.074 0.117 -0.02 0.212 -0.06 0.079 0.134 0.161 0.857 0.826 0.804 0.770 0.015 -0.03 0.033 -0.07 -0.04 0.28 0.244 0.188 0.271 0 03 0.235 -0.02 0.175 0.117
4 -0.053 -0.016 0.001 0.054 -0.02 0.012 0.015 -0.006 -0.032 0.002 -7 54E-05
0.032 -0 003 0.052 0.023 -0.031 -0.035 -0.005 0.037 -0.012 -0 017 -0.011 -0.029 0.034 0.104 0.016 -0.009 -0.008
5 0 175 0.046 0.211 0.221 0.217 0.268 018 0.077 0.183 0.216 0.035 0.089 0.102 0.146 0.034 0.024 -0.087 0 032 0.067 0.111 0 155 0.208 0.407 0 259 0.54 0.707 0.811 0.835
6 -0.056 -0.004 0.087 -0.1 0.03 0.026 -0.023 -0.056 -0.023 -0.003 0.009 0.002 -0.101 0 0.722 0.797 0.717 0.8 0.662 -0 063 0.035 -0.086 0.07 0.009 -0.033 0.012 0.049 0.022
7 0.814 0.729 0.568 0.222 0.383 0.168 0.145 0.081 0.18 0.163 -0.021 0.117 -0 015
0.14 0.109 -0.033 0.046 -0.093 -0.061 0.199 0.196 0.143 0.172 0.078 0.122 0.089 0.07 0.176
So 5 - Thang 3/2020 271
TAP Cni CONG THIfliNG
Bien quan sat
V1 V2 V3 V4 V5 Eigenvalues PiiUOng sai njt tricti (%) Cronbadi's alptia
YSuto 1
-0.09 0 0O38 0.046 0.024 9.584 29.043 0.889
2 0.137 0.082 -0.22 -0.07 0.02 3.019 9.15 0.865
3 -0.02 -0.07 -0.01 0.073 0.109 2.839 8 603 0.867
4 0.756 0.749 0.677 0.831 0.815 2.398 7.267 0 826
5 -0.058
0.018 0.154 -0 029 -0.027 1.475 4.468 0.842
6 0.03 -0.004 -0.097 0.024 0.02 1.407 4.265 0.792
7 0.036 -0.01 -0.038 -0.012 -0.036 1.017 3 083 0,757
dnh htfdng de'n QDMS sau khi danh gia sd bd bao gom 7 thdnh phan va 31 bie'n quan sat, nhtf sau:
(Bdng 3)
Nhan td' 1: Thanh phan stf Iffa chpn san phd'm (S) gdm 5 bie'n quan sdt Id SI, S2, S3, S4. S5.
Nhdn to' 2: Thdnh phan thdng tin phong phu (I) gom 5 bie'n quan sat la II, 12,13,15 vd C5.
Nhan td 3: Thanh phdn thoai mdi mua sam (T) gdm 4 bie'n quan sat Id: Tl, T2, T3 va T4.
Nhdn td'4: Thdnh phan Dac tinh san phd'm (V) g6m 5 bie'n quan sat la VI, V2, V3, V4 va V5.
Nhdn td 5: Thanh phan Stf giam gid (P) gdm 4 bie'n quan sdt Id PI, P2, P3 va P4.
Nhan to' 6: Thanh phan Stf thich thu mua sam (H) g6m 5 bie'n quan sat la HI, H2, H3, H4 va H5.
Nhan to 7: Thanh phan Stf tien ldi mua sam (C) gom 3 bie'n quan sdt Id CI, C2 va C3.
Phan tich nhdn td'dd'i vdi thang do QDMS: Ke't qua EFA cho tha'y cd 1 nhdn td' dtfdc trich tai eigenvalue Id 2.646 va phtfdng sai trich la 66.156%. Hdn nffa, trpng sd'ciia edc bie'n quan sat deu cao (Bang 2). Nhff vay, cac bien quan sat cua thang do nay dat yeu cau cho phdn tich tie'p theo.
3.3. Xdy ddng ma trqn tiCdng quan gida cdc bie'n dQc lap vdi Men phu thuoc
Tff ke't qua phdn tich he sd' tffdng quan d Bang 3, ta nhdn tha'y rang, QDMS cua khach hang cd tffdng quan tuye'n tinh vdi 4 ye'u to'(sff Iffa chpn sdn pha'm, thdng tin phong phu, sff giam gia va stf tien ldi) d mffc y nghia 0.01. He sd' tffdng quan giffa QDMS va cac cdc yeu td cao nha't la 0.505 va thd'p nhat la 0,153, nen sd bd ta cd the'ke't ludn rdng 4 ye'u td ndy cd the' dtfa vao md hinh de' giai thich cho sff QDMS cua khach hang. He sd'tffdng quan giffa cac ye'u tdvdi nhau ra'tnhd, nen sdbdta thay
Bang 2. Ket qud phan tich E cua thang QDMS Bien quan sat
D1 D2 D3 D4 Eigenvalues Phuang sai rut trich (%)
Cronbacli's Alpha
Wuto 1 0.800 0.814 0.829 0.810 2.646 66.166 0.829
khdng cd hien tffdng da cdng tuyen giffa cdc yeu to nay. Ye'u to thoai mdi mua sam, dac tinh san phdm, thich thu mua sam cd gid tri sig. rd't ldn (ldn hdn 0.01), nen yd'u td nay khdng cd y nghia vi mat thd'ng ke va bi loai khdi md hinh nghien cffu.
3.4. Xdc lap phUdng trinh hoi quy Qua ke't qua phdn tieh ve sff tffdng quan, md hinh cac nhan td' nhdn thffc lpi ich anh htfdng den QDMS cua khach hang dtfdc chpn la md hinh hoi quy tuye'n tinh, dtfpc the hien d phtfdng trinh sau:
Y = Po + Pl*Xi + P2*X2 + |i3*X3 + P4*X, Ta tie'n hdnh phan tich hdi quy d^ xac dinh cu the' trpng sd ctia tffng yd'u td anh htfdng den QDMS cua khdch hang. Phdn tich hdi quy tuye'n tinh dtfdc dung de' kiem dinh md hinh vd cdc gia thuye't, thu tuc chpn bie'n Id cac bie'n dtfpc dtfa vao cung mot luc (phtfdng phdp Enter).
Ke't qua phan tich hdi quy nhtf sau: (Bang 4) Tn sd thdng ke F dtfdc tinh tff R- cua md hinh vdi mtfc y nghia quan sat ra't nhd (sig. = 0) cho thd'y md hinh cdc nhdn to'tdc ddng de'n stf thda man cua
272 So 5 - T h a n g 3/2020
KINH DOANH
Bang 3. Kd't qud phan tich he so tUdng quan Pearson
SulLta ction
Ttiong tin
TTioai mai
Olctlnh san pham
Sir giam gia
Tlllch ttlu
1i$nldi
QuySt i3|nh
Pearson Conelation Sig. (2-tailed) N
Pearson Conelation Sig. (2-taile(i) N
Pearson Coneiation Sig. (2-tailed) N
PearBon Conelation Sig. (2-tailed) N
Pearson Coneiation Sig. (2-tailed) N
Pearson Correlation Sig. {2-tailed) N
Pearson Correlation Sig. (2-tailed) N
Pearson Correlation Sig. (2-tailed) N
Suiiia ctipn 1
280 0 1 280
0 1 280
0 1 280
0 1 280
0 1 280
0 1 280 .368"
0 280
Thong tin
1 280
1
280 0 1 280
0 1 280
0 1 280
0 1 280
0 1 280 .351"
0 280
Thoai mai
1 280
1
280 0 1 280
0 1 280
0 1 280
0 1 280 0.052 0.389 280
tfnhsp
1 280
1
280 0 1 280
0 1 280
0 1 280 -0.064 0.283 280
Su giam gia
1 280
1
280 0 1 280
0 1 280 .505"
0 280
Thich thu
1 280
1
280 0 1 280 -0.053 0.376 280
Ti^n ioi
1 280
1
280 ,153*
0.01 280
Quyet dinli
1
280
khdch hang phii hdp vdi tdp dff lidu va cd the sff dung dffdc.
Hd so'R^ hieu chinh la 0.531, cd nghia la md hinh cac nhdn to' nhdn thffc ldi ich anh hffdng de'n QDMS cua khdch hang da xdy dtfng phu hpp vdi tap dff lieu la 53.1%. Ndi each khac, QDMS cua khdch hang dtfdc gidi thich bdi cdc bie'n ddc lap hong md hinh la 53.1 % vd QDMS cua khach hang dtfdc giai thich bdi cac bid'n khdc ngoai md hinh la 46.9%.
He sd phdng dai VIF rd't nhd (nhd hdn 10) cho tha'y cdc bien ddc lap nay khdng cd quan hd chat che vdi nhau nen khdng cd hien ttfdng da cdng
tuye'n xay ra. Do do, md'i quan he giffa cdc bie'n dpc lap khdng dnh hffdng de'n ke't qua gidi thich cua md hinh.
Gid tri sig. cua cdc bie'n dpc lap dIu nhd hdn 0.05. Hd so' hoi quy chua'n hda cua bien stf giam gid (X3) Id 0.505 cao nhd't trong cac he sd'hoi quy chua'n hda, sff lffa chpn (XI) Id 0.368, thdng tin phong phu (X2) Id 0.351 vd sff tidn Idi (X4) Id 0.153. Luc nay, chung ta cd the vie't dffdc phffdng trinh hoi quy cho md hinh nay nhff sau:
PhtfPng trinh hoi quy da chud'n hda:
Y = 0.368*X,+0.351*X2+ 0.505*X3 + 0.153*X4 So 5-Thang 3/2020 273
TAPCHJCONGTHirtfNG
Bang 4. Ket qua phan tich h6i quy
Model Summary
Model R 1
1 [ .733a R=
0.538
R2 dieu chinh 0,531
Sai so chuIn udc lupng 0,68480778
ANOVA' li/lodel
1 HOI quy
Sodu Tdng
long binh phUdng 150.036 128.964 279
Df 4 275 279
Binh phUdng trung binh 37.509
0.469
F 79.98
Sig.
.000a
' Coefficients^
1 ^ lulodel
1 Hang so Su iua chon Thong tin Su giam gia SU tien IOI
H$ so h6i quy chua chuan hoa B
-2.57E-18 0.368 0.351 0.505 0.153
Sai so chuan 0.041 0.041 0.041 0.041 0 041
H$ so hoi quy chuan hoa Beta
0.368 0.351 0.505 0.153
t
0 8.981 8.573 12.32 3.737
Sig.
1 0 0 0 0
Thong ite c$ng tuyen Dung sai
1 1 1 1
aViF
1 1 1 1
4. Kd't luan
Nghien ctfu cung de xua't md hinh nghien cffu cdc nhan td' nhan thffc iPi ich cua khach hang anh htfdng de'n QDMS voucher KMTT. De xud't nhdn thffc Ipi ich cua khdch hang dffdc do itfdng bdi 7 nhan td': stf tien Idi, stf giam gid, dac tinh san pham, thdng tm phong phu, stf thich thu, stf thoai mdi, stf Itfa chpn san phd'm.
Ke't qua cho thd'y cd 4 nhan to'nhan thffc lpi ich dnh htfdng manh nhd't de'n QDMS Voucher KMTT lan Itfdt la: Stf giam gid (beta = 0.505), Stf Itfa chpn san pha'm (beta = 0.368), Thdng tin phong phu (beta = 0.351), Stf tidn ldi (beta = 0.153).
Dong thdi, ke't qua cung gdp phan Iam rd them cho cac nhd nghien cffu trong ITnh vffc khoa hpc hdnh vi tha'y rang cdc thang do Iffdng trong nghien
cffu phdi dffdc danh gia gia tri vd dd tin cay khi diing chung d^ do Iffdng. Ne'u viec nay khdng dffdc thffc hien mdt cdch hdp ly, gia tri ke't qua cua nghidn cffu dd khdng cd sffc thuyet phuc eao va se cdn phdi xem xet lai.
Ke't qua ndy cd y nghia thie't thffc cho cac doanh nghiep kinh doanh nganh dich vu trtfc tuye'n ndi chung va dich vu ban voucher KMTT ndi rieng. Tff dd. cac nha nghien cffu tid'p thi, bd phdn marketing cua cac doanh nghiep cung ca'p dich vu nay can quan tdm vd tdc ddng den cac thdnh phan nay, la nhffng can cff de' xdy dffng mdt sd'giai phap nham ndng cao hidu qud kinhdoanh, thu hiit khdch hdng, tao ldi the canh tranh cho rieng minh trong ITnh vtfc kinh doanh mdi me nay •
TAI LIEU THAM KHAO:
/. TS. Trdn Vdn Hoe (2007). Gido trlnh thuang mai dien td cdn bdn, NXB Dgi hoc Kinh tequdc ddn, Hd Ndi.
I. Bo mdn QTTN thuang mai dien id, Khoa Thuang mgi dien id (2006), Gido trinh thuang mai dien id cdn bdn.
Trudng Dai hoc Thuang mqi.
2 7 4 S d S - T h a n g 3/2020
KINH nuMlllH
3. Bhatnagar A, Misra S. Rao H R.( 2000). On Risk. Convenience and Internet Shopping Behavior, Association/or Computing Machinery. Communications of the ACM. 47. 4. 62-66.
4. Bhatnagar. A. atid S. Ghose. (2004) Segmenting consumers based on the benefits and rislis of Internet sliopping.
Journal of Business Research Mobility and Markets: Emerg'ing Outlines of M-Commerce. 57. 12. 1352-1360.
5. Xiang Yan and Shiliang Dal (2009). Consumer's online shopping influence factors and Decision marking model.
AMCIS 2009 Procedlngs. Paper 360.
6. Sandra Forsythe. Chuanlan Liu. David Shannon and Liu Chun Gardner. 2006. Development of a scale to meas- ure the perceived benefits and risks of online shopping, journal of Interactive marketing volume 20/Number 2/
Spring 2006.
7. Nunnally. Jum C. (1978). Psychometric theory. McGraw-Hill Publishers. New York. ISBN 0070474656.
Ngay nhan bai: 11/2/2020
Ngay phan bi$n danh gia va sufa chij'a: 21/2/2020 Ngay ch^p nhSn dang bai: 2/3/2020
Thong tin tdc gid:
BINH XUAN HUNG Khoa Quan tri kinh doanh
Trtfcfng Cao dang Cong Thtfrfng TP. H 6 Chf Minh
A STUDY ON FACTORS INFLUENCING THE DECISION TO BUY ONLINE PROMOTION
VOUCHERS OF CUSTOMERS LIVING IN HO CHI MINH CITY
• DINH XUAN HUNG Faculty of Business Administration Ho Chi Minti City Industiy and Trade College TOM TAT:
Studying factors that influence the decision to buy online promotion vouctiers is important lo e-commerce businesses. Tliis research siiow tliat the decision to buy online promotion vouchers is mostly influenced by 4 foUovi'ing factors, namely discounts, product choices, detailed information and convenience.
Keywords: Online shopping, purchasing decisions, online promotion vouchers. Ho Chi Minh City.
So 5-Thang 3/2020 275
