• Tran Huu Ai Van Hien University, Ho Chi Minh City
  • Duong Kim Thanh Van Hien University, Ho Chi Minh City
Keywords: new product acceptance, consumer, behavior, individuality, collectivity, compliance, electronic products, Vietnam


Today individualized culture playes an important role in promoting acceptance consumer behavior towards new electronic products in Vietnam. 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 behavior.


Author Biographies

Tran Huu Ai, Van Hien University, Ho Chi Minh City

PhD, lecturer of Faculty of Economics, Van Hien University, Ho Chi Minh City, Vietnam

Research interests – markets of agricultural products, SMEs functioning and government support, organic food markets, ecological economics, environmental issues of economic development and corporate social responsibility 

Published more than 50 papers in International journals, member of editorial board of International journals

Duong Kim Thanh, Van Hien University, Ho Chi Minh City

Lecturer of Faculty of Economics, Van Hi en University,Ho Chi Minh City, Vietnam

Research interests –SMEs functioning and government support, consumer behavior, innovative products markets

Published more than 20 papers in International journals


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How to Cite
Ai, T. H., & Thanh, D. (2017). INDIVIDUAL CULTURAL FACTORS AFFECTING NEW PRODUCT ACCEPTING BEHAVIOR: THE CASE OF ELECTRONIC MARKET IN VIETNAM. The EUrASEANs: Journal on Global Socio-Economic Dynamics, (5(6), 73-85. Retrieved from

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