A Study on B2c Purchase Switching Intention from Offline to Online in Vietnam: A Case Study of Electronics

Abstract

Online shopping grows significantly. However, buying electronics online still faces some problems relating to consumer psychology and potential risks beside the advantages of buying online.The study applies the PPM (Push-Pull-Mooring) framework and add the customer psychology variables to explain the switching intention to buy online. In the details, Push shows the limitations of buying in real stores, Pull and Mooring are advantages and shortcoming of buying through online channels. The relationship between perceived risk, attitude to swtitching and habit is integrated to adapt to the specifics of consumer electronics. The results of the study show that the attitude has the strongest influence upon switching intention, and consumer skepticism originate from perceived risk as well as in-store buying habits. This is new finding for research theory in terms of switching from offline to online buying channel for experience goods. Possible solutions are proposed.