Impact of Customer Perception on FMCG Products Purchase Intention Through E-Commerce Platforms: The Case in Vietnam

E-commerce is booming with incredible speed globally and in Vietnam's domestic market. Among all sectors of e-commerce, FMCG has the most share and highest retail rate. To foster the growth of e-commerce and online retail of FMCG, a study on customer purchase intention is critical for both online sellers of FMCG and e-commerce platforms. At the same time, regarding purchase intention, the perception of customers plays a vital role as it can indirectly affect customers' purchasing behaviour through their attitude. A purchase intention, attitude, and customer perception model is constructed based on behavioural models, including TRA, TPB, and TAM. The studied factors are Perceived usefulness, Perceived ease of use, Perceived risk, Perceived trust, attitude, and Purchase intention. A survey conducted on 219 customers of e-commerce in Vietnam confirms the impact of customer perception factors on consumer attitude towards online purchasing and their purchase intention of FMCG through e-commerce platforms. According to the regression analysis of the obtained data, it can be concluded that three independent factors positively impact attitudes towards online purchases of FMCG. One out of five independent factors—Perceived risk negatively impacts attitude, indirectly affecting Purchase Intention.