This research aims to identify the factors that influence online shopping behavior of consumers in “Groupon” business in Vietnam. The results provide information to determine the importance level of each selected factors and find out the most important factor among these proposed factors. | 84 | Hà Nam Khánh Giao| 84 - 95 Consumer Behavior in “Groupon” Business Consumer Behavior in “Groupon” Business in Vietnam HÀ NAM KHÁNH GIAO Associate Professor, Doctor of Philosophy, University of Finance and Marketing Email: khanhgiaohn@ NGUYỄN HOÀI PHƯƠNG Master of Business Administration, San Ha Technique JSC Email: goldenchance@ ABSTRACT This research aims to identify the factors that influence online shopping behavior of consumers in “Groupon” business in Vietnam. The results provide information to determine the importance level of each selected factors and find out the most important factor among these proposed factors. Multiple Linear Regression and One-Way ANOVA method are used. The results indicate three factors that have impacts on online shopping in Groupon business: Perceived benefit in Price, Trust and Convenience. The research results also point out there are no differences in attitude toward online shopping in Groupon business between gender, education and age group. Keywords: Groupon, e-commerce, online business, consumer behavior, online shopping. JED April 2013 | 85 1. INTRODUCTION During the past decade, consumers around the world are turning to the Internet for their shopping needs and concerns. According the research of Miniwatts Marketing Group, about two billion people worldwide have been using the Internet. As many researchers indicated, more Internet usage results in more potential online purchases. Recently, there have been many stories about the success of doing business on Internet such as , , , , and , etc. During the economic crisis in 2008-2009, a seminal business model in e-commerce sector was introduced in the USA on a deal-of-the-day website named “”. Consumers sign up a deal in the website with high discount rate (30%-90%). If a certain number of people register to buy a deal on the website, then that deal becomes available to them; if .
