FACTORS INFLUENCE ON CONSUMER ONLINE INFORMATION SEARCH BEHAVIOR: EMPIRICAL EVIDENCE FROM VIETNAM
This study used theory of planned behavior (TPB) to
explain online information search (OIS) behavior. First, qualitative research
was conducted to identify research problem and identify appropriate survey
subjects. Next, the research carried out a small sample to test and then the
main survey was implemented with total 431 online customers in Ho Chi Minh
City, Vietnam in 2019 by using Google Docs Forms. Third, the explanation of
online information search behavior evaluated by comparing two models. The
questionnaire was based on TPB framework and the results supported that the
theory of reasoned action and the theory of planned behavior were considered as
dominant theories in studying online customer behavior. In this empirical
study, PBC factor was found to be a predictor of OIS behavior but not to the
intention.