Acceso usuarios
Bui Thi Tien
Purpose: This study was conducted to understand the factors affecting direct shopping decisions when online shopping is a new trend in the fashion retail industry, thereby making appropriate business management recommendations.
Theoretical framework: The authors have built a research model based on the factors that are used extensively in previous research models, including the following five independent variables: (1) Product experience, (2) Spiritual value, (3) Customer service, (4) Emotional commitment and (5) Price.
Design/methodology/approach: The study conducted a customer survey to identify the deciding factors to shop directly at a fashion store. Then use SPSS 23 software to process and check the data.
Findings: Research results show that there are 5 factors affecting the decision to shop directly at a fashion store: 1) Product experience, (2) Spiritual value, (3) Customer service, (4) Emotional commitment and (5) Price.
Research, Practical & Social implications: E-commerce is growing day by day at breakneck speed on the Internet. There have been speculations that online shopping will gradually overwhelm or even replace traditional shopping behavior in the future.
Originality/value: The study provides some solutions and recommendations for businesses doing business in the fashion sector in Vietnam.
