| dc.description.abstract | The objectives of the research is to identify factors affecting the behavior of student in
online shopping and measuring how these factors influence on the student shopping
behavior. Moreover, Measuring and determining the priority order of the factors which
affect the behavior of student in online shopping in HCM city based on the group of
products which is below or above VND 500, 000 are highly potential. Finally, those
recommendations for online businesses that target students to capture young
generation behavior based on the findings of the study.
This study applied a conceptual model by adapting 3 three different models, with some
adjustments after reviewing several previous researches, I come up with a new model for
this study. Quantitative approach was carried out as the descriptive, predictive analysis
to answer the research questions, quantify relationship between variables, and give
statistical results.
This research shows a full picture of factors influence Online Shopping Behavior and
how they influences. According to the result, there are six factors including Comfortable
Shopping, Website Quality, Trust, Various Options, Risk of Product and Risk of Time.
From those factors, Trust affects online shopping behavior the most in the list while Risk
of product is the lowest influencer. The study has pointed out there is no huge difference
between 2 groups of products (below VND 500,00 and above VND 500,000) towards
consumers’ online shopping behavior | en_US |
