Impact of online marketing on consumer purchase behaviour

The rapid rise of online marketing has significantly impacted consumer shopping behavior today. With a sample size of 310 consumers in Ho Chi Minh City, this study aimed to evaluate the influence of online marketing on consumer purchas- ing behavior using linear regression methods. The research findings reveal several important factors that affect purchasing decisions, including attractiveness, informativeness, reliability, entertainment value, and the perceived relevance of the product to consumer needs. Additionally, stimulation and risk levels are also identified as significant factors influencing shopping behavior. These findings not only clarify the relationship between online marketing and consumer behavior but also provide valuable insights for businesses in developing effective marketing strategies. The ultimate goal is to optimize the ability to attract and retain customers in Ho Chi Minh City, especially in an increasingly competitive and ever-changing market landscape.