The paper examines factors influencing online purchase intention of Vietnamese. Based on the Unified Theory of Acceptance and Use of Technology (UTAUT), the study develops a theoretical model including four explanatory variables of online purchase intention: performance expectancy (PE), social influence (SI), effort expectancy (EE) and facilitating condi-tions (FC). The empirical results obtained in a sample of 204 valid interviewees reveal the statistically significant and concurrent impact of the mentioned determinants on the intention to purchase online. Among them, performance expectancy (PE) and social influence (SI) exert the most significant influence. The findings provide guidance for online firms to improve their conditions and develop marketing strategies in order to highlight efficiency, ease of use, and convenience; become a trend of social communities and then encourage the online purchase.

The aim of this research is to investigate the effects of different factors on Vietnamese consumers’ online shopping intention based on Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB). A questionnaire was designed and sent directly to the respondents through the Internet. After 5 months period of collecting the necessary data, 423 valid replies were collected and analyzed. The data were analyzed in accordance with exploratory factor analysis (EFA) and multiple regression techniques. The results show that perceived usefulness, perceived ease of use, attitude, subjective norm and trust had positive effects on consumers’ online shopping intention.

Previously, studies reported inconclusive findings while analyzing the influence of factors affecting online purchase intention. Also, most studies were conducted in the context of developed countries, limiting us to a specific context. Hence, for comprehensive understanding, this study aims at examining the factors affecting the online purchase intention in the e-commerce industry of Jordan. The survey was conducted to collect data from university students in Jordan. Structural equation modeling was employed to analyze the data. Findings show that attitude, subjective norms, perceived behavioral control are positively associated with online purchase intention. However, perceived risks are negatively associated with online purchase intention. Although all factors are significantly related to online purchase intention, the attitude has a greater influence. This study adds value to the theory of planned behavior and consumer behavior by examining attitude, subjective norm, perceived behavioral control, and perceived risks as important predictors of online purchase intention. Besides, this study suggests that online retailers must keep their commitments, promises, and customers’ interests in mind while developing e-commerce strategies.

In the digitalization era, e-commerce plays a crucial role in the economy, followed by the internet and smartphone technology. Also, it has a positive effect on humankind. Indonesia has reported the highest e-commerce adoption in the world. However, limited previous studies utilize customer relationship management (CRM) as a mediator in influencing online purchase intention. The present study seeks to analyze the mediating role of CRM in the relationship of digital marketing and online trust on the online purchase intention of e-commerce customers in Banda Aceh city, Aceh province, Indonesia. This study involved all the customers of e-commerce companies in Banda Aceh City. The sample was determined by using a rule of thumb. A total of 150 respondents participated and were collected using purposive sampling. The results indicated that Digital Marketing and Online Trust have a significant positive relationship with CRM. Also, Digital Marketing and CRM have a significant relationship with online purchase intention. Unfortunately, Online trust does not significantly affect online consumer purchase intention. In addition, the CRM mediates the relationship of digital marketing and online trust towards the online purchase intention of e-commerce consumers in Banda Aceh, Aceh Province, Indonesia. This study concludes that CRM plays a role as a mediator in the relationship of the studied variables on the online purchase intention of e-commerce consumers. Also, this study has successfully analyzed the factors that influence online purchase intention and proved the role of CRM.

This research aimed to investigate the impact of social commerce on online purchase intention. The mediation role of trust in social network sites between social commerce and online purchase intention was explored. Dataset obtained from 467 Jordanian users of social network sites. PLS-SEM was conducted for analysis purposes. The findings reveal that social commerce and trust in social network sites directly affect online purchase intention. The findings have additionally shown that trust in social network sites has a mediating role between social commerce and online purchase intention. The main recommendation to companies is to derive significant benefits from social commerce and consider them to maximize the potential level of online purchases. Suggestions for further studies are mentioned at the end of the study.