BEHAVIORAL INTENTION AND BEHAVIOR OF USING E-COMMERCE PLATFORMS BY ONLINE SHOPPING CUSTOMERS

Abstract

Research customers' behavioral intention and behavior for using e-commerce platforms by online shopping consumers and use the unified theory of acceptance and use of technology (UTAUT2) model as well as add other factors such asPlatform Usability, User Autonomyto investigate the use of E-commerce platforms in Vietnam. This study shows that Behavioral Intention are positively influenced by Social Influence, Use Proficiently, Hedonic Motivation, User Skills, Effort Expectancy.While Performance Expectancy has a negative impact on Behavioral Intention. Usage Behavior is positively affected by Behavioral Intentions and Favorable Conditions, and negatively affected by User Autonomy in Vietnam. These findings have some important implications, it is proposed to stakeholders, help managers and the providers of e-commerce platforms by online shopping identify factors that influence the adoption of e-commerce platforms by online shopping by Vietnamese consumers.

Keywords: Behavioral intention, behavior, e-commerce, use behavior.