DOI:

Abstract

In Vietnam, online shopping is still in its early stages and consumers are reluctant to use the Internet for their shopping because of some barriers which have not yet clearly defined. The study examines four main online perceived risks - performance risk, financial risk, time risk and privacy risk - to see how they affect consumer?s attitude and online purchase intention. The overall perceived risks negatively affect consumer?s attitude toward online shopping. Whenever consumers have a positive attitude towards online shopping they will plan to buy online. Based on the findings, some recommendations to Vietnam online companies and individuals are made for their improvement in consumers? perceived risk reducing solutions.

Keywords

Perceived Risk; Online Shopping Attitude; Purchase Intention.