Examination of Online Purchase Intention towards Air-conditioner

Aims: E-commerce allows businesses to expand their reach and provides customers with a convenient method to shop at any time, from any location. In recent years, Vietnam's online retail sector has expanded rapidly, but the market for air conditioners has lagged behind. It is important for businesses in the air-conditioner (AC) market to identify what factors influence consumers' intention to purchase air conditioners online. Methodology: Regression analysis was conducted from data collected from 412 end-users in Vietnam to identify the primary factors that influence the online purchase intent of AC consumers by using SPSS version 22. Results: In order of importance, the results indicate that perceived utility (PU), E-shopping quality (ESP), and sales policy (SP) positively influence online purchase intention. The remaining two variables Price sensitivity (PS) and Perceived risk (PR) have a substantial negative effect on AC consumers' online purchase intent. Conclusion: These results provide retailers and AC brands with valuable guidance as they formulate a strategy to increase AC's online sales in Vietnam strategy to expand Internet sales for AC in Vietnam.