Study of Consumer Perception and Socioeconomic Profiles for Digital Stores in Vietnam

What is it about?

1. This article studies the factors influencing online consumer perception and purchase orientation for digital stores operating in Vietnam through apps and websites. 2. The factor analysis of digital consumers’ psychology is done by R studio, and R‐cran software packages with very simple structure (VSS) criterion, and parallel analysis. 3. Customers have an almost balanced view of switching which makes the price have a substantial effect on the digital store image.  4. The education and empathetic nature of employees also affect the way customers complain,  pricing, billing ease, which influence the purchasing power of the customer.  5. Digital store image is significantly about complaint handling methods, promotional aspects, and image‐driven pricing. 6. The model concluded that digital consumers’ socioeconomic profiles, the price of the product, and the digital store’s image appear to have a significant relationship.  7. A consumer pattern is having the education and the period of purchase, which explains the relationship better.  8. The level of education and the period of purchase from a digital store also have significant differences among each other.  9. Thus, the digital service provider should consider the level of education and the period of continuous purchase from a digital store as the criteria for evaluating digital customer loyalty.  10. The price of the product seems to be significant as a variable too. The digital store image appears to be substantial for grievances, promotion, and image-driven by price. So this considerable relationship has to be taken into consideration by the service provider while focusing on making decisions for customer loyalty.

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Why is it important?

It provides a simulation bird’s eye view into the E-commerce preparedness among new-age consumers for all digital stores of Vietnam, the most growing economy in ASEAN. It is the 3rd online study on Vietnamese consumers for E-commerce preparedness in SUSTAINABILITY.