An Investigation of the Factors Affecting Online Purchasing Behaviour: The Comparison Case Study of Group Purchasing Between Vietnam and China

Abstract

Over the past few decades, there has been a notable increase in various E-tailing industries and a change in customer purchasing habits. The value of online shopping in the UK and France has increased, with growth rates of 15.8% and 16.6%, respectively, in 2019. In Asia, Chinese internet transaction capacity rose from RMB 261 billion in 2009 to 523 billion RMB in the following year. Numerous studies have shown that online shopping is now a popular preference for many customers. Both China and Vietnam have a potentially lucrative online retail market for textiles, with younger Vietnamese customers showing a preference for purchasing such products online rather than in physical stores. However, there are significant cultural and attitudinal differences towards the online system between Chinese customers. While some companies have successfully integrated online retailing as the new business method, others have not been capable of adapting to this new challenge. This research aims to examine the factors influencing Vietnamese and Chinese consumers’ online purchasing behaviour.

Keywords: Online Retailing, Group Purchasing, Asia New Generation, New Behaviour

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