A study on factors enhancing online purchase intention for luggage and bags at Mia retail joint stock Company

Abstract

The rapid expansion of e-commerce in Vietnam has profoundly altered customer buying patterns, especially within the luggage and bags sector, requiring that businesses comprehend the factors influencing online purchase intentions to attain sustainable success. Although MIA Retail Joint Stock Company has established strong brand recognition and attracts high online traffic, its online sales performance remains modest compared with major competitors. Moreover, empirical research on online purchase intention in the luggage and bags retail sector in Vietnam remains limited. This research fills that need by using the UTAUT model and expanding it to include hedonic motivation, habit, and perceived trust as mediating variables. The data was analyzed using SPSS and AMOS after being obtained from 287 respondents via an online survey. According to the results, factors such as social influence, hedonic motivation, facilitating conditions, and performance expectancy have a substantial impact on online purchase intention, either directly or indirectly via perceived trust. On the other hand, habit does not seem to have a major effect. Findings from the research may help MIA Retail improve its online shopping performance by highlighting the role of trust-building processes and experience aspects in increasing online purchase intention