How to Win Consumer Intention in E-Commerce Platform in a High-Cost Urban City

This study investigated factors that influence online shopping intentions in Hanoi, Vietnam, a rapidly growing urban center with a high cost of living. Using an enhanced Unified Theory of Acceptance and Use of Technology 2 model and survey data from 266 respondents, it examined the impact of electronic word of mouth, hedonic motivation, price value, and perceived risk. Electronic word of mouth emerged as the most significant driver, followed by hedonic value and the perception of e-commerce as an efficient alternative to traditional retail. Lower income consumers showed higher online shopping intentions than higher income groups, challenging conventional assumptions. This study contributes to the literature by highlighting how these factors uniquely operate in high-cost urban contexts. It offers actionable insights for e-commerce platforms, emphasizing the importance of cultivating positive reviews, enhancing shopping experiences, and developing strategies tailored to economically constrained consumers in competitive urban markets.