Customer Intention to Shop Online on the Lazada E-commerce Platform: A Study of Customers in Hanoi City

Abstract

This research focuses on measuring the factors influencing customers' intention to shop online on the Lazada e-commerce platform in Hanoi City. Using both qualitative and quantitative research methods, the authors reference and adapt relevant theories to develop an appropriate research model to evaluate the impact of various factors on customers' intention to shop online on Lazada's e-commerce platform. The research results, based on a sample size of 301 customers in Hanoi City, indicate that the factors of (1) Trust, (2) Convenience, and (3) Security have a positive relationship with the intention to shop online. Consequently, the authors provide managerial implications to assist managers in improving and enhancing customers' intention to shop online on the Lazada e-commerce platform.