Impacts of COVID-19 to the Online Shopping Intention of Vietnamese Consumers

Despite the gradual replacement of online purchases against traditional transactions, thanks to the development of technology, the eruption of COVID-19 was broadly accredited to the growing manifestation of online shopping activities not only in Vietnam but globally. Thus, the study was implemented to analyze the effect of customer awareness regarding COVID-19 on the intention to online shop. The investigation collected data from more than 100 respondents in Vietnam from April to May 2022. The research findings indicated that there was a correlation between online shopping intention and awareness of COVID-19 in the context of pandemic. In addition, awareness of COVID-19 played a key role in making Vietnamese people realize the usefulness and convenience of virtual shopping as well as marketing policies from e-commerce firms. These findings can contribute to more deep insights into customer behaviors, helping enterprises in the e-commerce field deal with similar situations effectively in the future.