Year: 2025
Type: article
Study design: Observational Study
Abstract: With the current strong digital transformation in Vietnam, this study aims to explore the role of digital literacy (DL) in shaping the perception and online shopping behavior of consumers in rural areas, a market that businesses have not yet exploited well. The study was conducted in two phases: phase 1 was to adjust the scale to adapt the scale to the research context; phase 2 was to survey 501 rural users who had their first access to e-commerce to test the conceptual model. Based on the extended technology acceptance model (eTAM) to establish the proposed research model, the SEM analysis results showed that DL has a positive impact on both perceived ease of use (PEOU) and perceived usefulness (PU), thereby indirectly affecting attitudes towards online shopping (ATOS) and purchase intention (PI). This finding confirms the fundamental role of DL in promoting digital consumer behavior in areas with many limitations in technological infrastructure and digital skills of consumers. The study not only contributes to the eTAM in a new context but also provides important practical implications for businesses and policy makers in developing e-commerce in rural areas of Vietnam.
DOI: 10.14419/a4z4df13
Authors: Trinh T.H. Nguyen, Quynh Mai, Khoi H.L. Vuong, Phong T. Tran
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4416414326