Factors affecting the use of technology for online shopping by consumers in Binh Dinh province

Abstract

This study analyzes factors affecting the use of technology for online shopping by consumers in Binh Dinh province. Using the UTAUT2 model, the theory of perceived risk combined with research related to the "long tail effect" to provide a model to study factors affecting technology use behavior. Specifically highlighted in this study is the behavior of using mobile applications for online shopping. Through survey results of 352 consumers in Binh Dinh province who deployed mobile applications for online shopping, using Structural Equation Modeling SEM test the relationship between variables in the model, data analysis results show that intention to use, habits, and favorable conditions directly impact the behavior of using technology for online shopping of consumers in Binh Dinh province. Besides, expected effectiveness, habits, expected effort, "long tail effect”, risk perception, and favorable conditions indirectly impact usage behavior through the intention to use technology for online shopping.