Exploring Purchase Intention on E-commerce Platforms in Vietnam: A Case Study of OCOP Durian Agricultural Products

This research article provides a new perspective, an overview of the theory related to buying behavior and intention on e-commerce platforms. In particular, it is the intention to buy online on the e-commerce floor for OCOP agricultural products, specifically OCOP Durian agricultural products. Present the factors related to the impact between the purchase intention of a specific agricultural OCOP product and the purchase intention on the e-commerce platform of individual consumer customers. From the theoretical basis and practical situation, empirical evidence in Can Tho city. The model proposes elements including Perceived usefulness; Readiness for change; Certificate of trust; Product Knowledge; Electronic word of mouth, which has a positive impact on the intention to buy on the e-commerce platform and the case of buying OCOP agricultural products. This research data was surveyed by face-to-face and online interviews in 4 districts of Can Tho city and sent an online Google form questionnaire to consumers. The results of the study show that factors have a positive impact on behavioral intention and also confirm the factors that affect online purchase intention. From there, it serves as a premise and proposes appropriate governance implications for subsequent studies on the intention to buy OCOP products on e-commerce platforms, related to the intention to buy OCOP agricultural products, especially durian. An experimental evidence in Can Tho city.