The Consumers' Using Intention of International E-Commerce - The Case of Ho Chi Minh City in Vietnam -

Vietnam E-commerce has been used and developed 10 years ago but recently, with removing tariff barriers, Vietnam’s customers can easily buy almost everything in the foreign website. However, little research has been done to study how to analyze customer’s using intention on across national borders. This study aims to find the factors that affect customer’s using intention on foreign direct online shopping. A conceptual model is developed from the perspectives of customer’s trust and value. We also examine the impact of information’s signal, security and safe, a country image on customer’s trust, as well as the impact of benefits, innovation, and costs on customer’s perceived value. This study uses an online survey to make questionnaire about the factors and uses the answers to test the research model. Our findings can help researchers and practitioners understand the barriers and behavior of Ho Chi Minh City’s customers to cross-border e-commerce and devise strategies to make profit.