Factors Influencing Online Purchase Behavior of Electronic Devices in Ho Chi Minh City: Applying TPB Theory and TAM Model

Abstract:

This study aims to analyze the factors influencing online purchasing behavior of electronic devices in Ho Chi Minh City, in the context of a decline in purchase rates from 51% (2022) to 39% (2023). The proposed model integrates the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM), with an additional construct of risk perception (financial, quality, psychological). Key variables include perceived usefulness, perceived ease of use, attitude, subjective norm, perceived behavioral control, risk perception, purchase intention, and actual behavior. Data were collected from 355 online surveys and analyzed using PLS-SEM via SmartPLS 4. The results indicate that attitude and perceived usefulness positively influence purchase intention, which in turn drives actual purchasing behavior. Notably, contrary to the initial hypothesis, risk perception was found to have a positive impact on purchase intention. The findings confirm the applicability of TPB and TAM in the context of online electronics shopping and offer practical recommendations to enhance both purchase intention and behavior.