CUSTOMERS’ PERCEPTION TOWARDS ONLINE PURCHASE DECISION ON FACEBOOK IN VIETNAM

Abstract

The purpose of this research is to investigate the influence of Perceived Risk, Perceived Usefulness, Perceived Ease to Use, and Perceived Enjoyment towards customers’ Purchase Decision on Facebook platform in Vietnam. This research is a quantitative research and uses primary data through questionnaire of 190 respondents. The targeted respondents in this research were Vietnamese Facebook users who have made a purchase on Facebook platform or are familiar with this kind of online shopping. The data in this research was analyzed by using the Statistical Package for Social Science – SPSS version 20 (SPSS) and multiple regression for answering the hypothesis. The results of this research found all variables of Perceived Risk, Perceived Usefulness, Perceived Ease to Use, and Perceived Enjoyment have significant influence towards the customer’s Purchase Decision on Facebook in Vietnam, both individually and simultaneously. The degree of influence is 43%, in which the Perceived Ease to Use is the dominant factor that affect to customers in their purchasing decision making on Facebook in Vietnam.