Digital Literacy and Online Shopping Behavior: Evidence from Rural Vietnam

  • Authors

    • Trinh T.H. Nguyen Ho Chi Minh City University of Natural Resources and Environment, Vietnam
    • Quynh Mai College of Foreign Economic Relations, Vietnam
    • Khoi H.L. Vuong College of Foreign Economic Relations, Vietnam
    • Phong T. Tran College of Foreign Economic Relations, Vietnam
    https://doi.org/10.14419/a4z4df13

    Received date: September 3, 2025

    Accepted date: October 26, 2025

    Published date: November 19, 2025

  • Extended TAM Model; Digital Literacy; Rural Consumers; Online Shopping

  • Abstract

    With the current strong digital transformation in Vietnam, this study aims to explore the role of digital literacy (DL) in ‎shaping the perception and online shopping behavior of consumers in rural areas, a market that businesses have not yet ‎exploited well. The study was conducted in two phases: phase 1 was to adjust the scale to adapt the scale to the research ‎context; phase 2 was to survey 501 rural users who had their first access to e-commerce to test the conceptual model. Based on ‎the extended technology acceptance model (eTAM) to establish the proposed research model, the SEM analysis results showed ‎that DL has a positive impact on both perceived ease of use (PEOU) and perceived usefulness (PU), thereby indirectly affecting ‎attitudes towards online shopping (ATOS) and purchase intention (PI). This finding confirms the fundamental role of DL in ‎promoting digital consumer behavior in areas with many limitations in technological infrastructure and digital skills of ‎consumers. The study not only contributes to the eTAM in a new context but also provides important practical implications for ‎businesses and policy makers in developing e-commerce in rural areas of Vietnam‎.

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  • How to Cite

    Nguyen , T. T. ., Mai, Q., Vuong , K. H. ., & Tran , P. T. . (2025). Digital Literacy and Online Shopping Behavior: Evidence from Rural Vietnam. International Journal of Accounting and Economics Studies, 12(7), 566-574. https://doi.org/10.14419/a4z4df13