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.