This study determines the key factors influencing Vietnamese consumers’ intentions to shop on Chinese cross-border e-commerce platforms. Through quantitative methods and survey data from 441 respondents in Hanoi, mainly young people, including students and office staff, the study identified four influencing factors: perceived usefulness, perceived ease of use, perceived safety and e-commerce platform factors. This research indicates that perceived safety has the most significant influence on Vietnamese consumers’ intention to purchase online on Chinese cross-border e-commerce platforms. This result also poses many problems for Vietnamese domestic businesses in exploiting the advantages that e-commerce brings and improving their competitiveness in the face of increasing competitive pressure from Chinese e-commerce platforms.

Cross-border, e-commerce, Chinese platforms, Vietnam, online shopping, consumer behavior

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