The article explores the influence of individual cultural factors on the consumer accepting behavior. 600 questionnaires in total were distributed among the people residing in HCM city, Vietnam. A structural equation model (SEM) is used to analyze their consumer behavior in relation to new electronic products’ acceptance. According to the analysis of personal factors, fear of risk, innovation and collectiveness significantly influence the consumer acceptance article explores the influence of individual cultural factors on the consumer accepting behavior. 600 questionnaires in total were distributed among the people residing in HCM city, Vietnam. A structural equation model (SEM) is used to analyze their consumer behavior in relation to new electronic products’ acceptance. According to the analysis of personal factors, fear of risk, innovation and collectiveness significantly influence the consumer acceptance behavior. | Individual cultural factors affecting new product accepting behavior: The case of electronic market in Vietnam
