https://j.ideasspread.org/index.php/jems <p>Journal of Economics and Management Sciences (JEMS) is an international, double-blind peer-reviewed, open-access journal published by IDEAS SPREAD INC. The journal is published in both print and online versions. The online version is free access and download.<br>The journal focuses on the following topics: Corporate Ggovernance, Human Resource Management, Strategic Management, Entrepreneurship, Marketing, E-business, Services, Information Technology Management, Production &amp; Operations Management, Financial Management, Decision Analysis, Management Research Methods and Managerial Economics, etc.</p> IDEAS SPREAD INC en-US Journal of Economics and Management Sciences 2576-3008 <p>Copyright for this article is retained by the author(s), with first publication rights granted to the journal.<br>This is an open-access article distributed under the terms and conditions of the Creative Commons Attribution license (http://creativecommons.org/licenses/by/4.0/).</p> https://j.ideasspread.org/index.php/jems/article/view/265 <p>The emerging market is currently witnessing the active development of online shopping. This study was conducted to analyze the key factors affecting the intention of customers to purchase in Vietnam. This study is conducted by two methods, including "secondary research method" and "quantitative method" for research. Firstly, the author uses the "secondary research method" to refer to previous academic sources for this research. Secondly, the author collected a sample of 349 volunteers in Vietnam who have an understanding and interest in e-commerce. Perceived Usefulness, Perceived Ease of Use, Perceived Transaction Security are reported to have a positive relationship with online purchase intention. They are significant factors affecting the purchase intention of Vietnamese online customers. Other demographic factors can affect online shopping intention, such as age and income, so research cannot represent all customers. Businesses can use the findings to further understand about emerging markets. This trend is the basis for business managers to develop customer attraction strategies and improve the quality of online shopping services. The potential for online shopping is becoming more attractive, especially in emerging markets. This study is in line with the trend of the online shopping industry. The results of this study can help marketers understand more about customers' intentions, thereby building long-term relationships between businesses and customers.</p> Toan Do Thanh Nguyen Cuong Nguyen ##submission.copyrightStatement## http://creativecommons.org/licenses/by/4.0 2019-04-13 2019-04-13 2 2 p1 p1 10.30560/jems.v2n2p1