Tran Anh Vu^1,, Doan Minh Thang², Doan Thi Mai³

In recent years, Vietnam business developed very fast e-commerce transactions to provide new business method attracting customer come to online shopping. E-commerce supply convenience services to customer through many effective transactions, its support customer gain many benefit such as: reduce time shopping, easy choose interesting product with suit price and so on. With the aim to developed e-commerce and increase customer buy products from online shopping, e-commerce is becoming more important for business to perform business strategies. The purpose of this study is to identify some key factor impacting customer purchase intention of e-commerce in B2C context in Vietnam. This study proposed three main factors are: Service quality, information quality and interface design quality to predict customer’s purchase intention. Questionnaires were distributed to customers, sellers who already bought and sell products through online shopping. The findings confirm that service quality, information quality and interface design quality has positive affects to purchase intention. Beside that, this study finds that the website design quality is a more important than information quality and system quality in determining customers' purchase intention. According to the findings of this study, Vietnam online businesses should focus more on the e-commerce website interface design to improve customer purchase intention.

E-commerce, technology acceptance model (TAM), information system success model, information quality, service quality, interface design quality, perceived usefulness of purchasing online, perceived ease of purchasing online, behavioral intention to purchase online