Journal of Business & Economic Policy

The Perception Risk of Online Shopping Impacted on the Consumer’s Attitude and Purchase Intention in Hanoi, Vietnam
Shu-Hung Hsu, Ph.D; Pham Minh Luan MBA

Abstract
Online brought life more modern, more comfortable and better, and gradually changing consumption habits of people. For consumers, the search for suitable products online and participate online that could significant saving cost. In fact, today's customer is not really excited with online shopping. Instead, consumers’ sentiment has worried about online shopping risks. This study model was based on the research model of Zhang et al.(2012) and research models of Pi & Sangruang (2011) on the perception risk that impact on consumer’ attitude and purchase intention in online shopping. The study used questionnaires to collect data and SPSS18 to test data. The research used the descriptive statistics, exploratory factor analysis (EFA), test the scale, and multiples regression analysis to analyze the data collected. ‘The study tries to learn about Hanoi market (north of Vietnam), found four perception risks that interested in Vietnam’s customers such as quality risk, financial risk, private risk, and after-sale risk. Besides, the finding asserted the relationship between general perception risk and attitude toward online that was negative. The relationship between general perception risk and attitude toward online shopping was positive. This research study help to better understand that the factors effect on consumers using intention of the online service. This subject contributes to the development of the theory of customer behaviors on online shopping. Thence, it can be considered as a reference document for more specific studies later.

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