Consumer behavior in “Groupon” business in Vietnam

Abstract

This research aims to identify the factors that influence online shopping behavior of consumers in ?Groupon? business in Vietnam. The results provide information to determine the importance level of each selected factors and find out the most important factor among these proposed factors. Multiple Linear Regression and One-Way ANOVA method are used. The results indicate three factors that have impacts on online shopping in Groupon business: Perceived benefit in Price, Trust and Convenience. The research results also point out there are no differences in attitude toward online shopping in Groupon business between gender, education and age group.