| dc.description.abstract | The purpose of this study is to examine the student satisfaction in HCM city
on online shopping as well as to explore factors affecting their satisfaction by applying models developed by Sandra Forsythe, Chuanlan Liu, David Shannon, and Liu Chun Gardner (2006) in The Journal of Interactive Marketing, and by Nali, Ping Zang (2002) from Syracuse University.
A quantitative research is adopted for this study. Quantitative research through a questionnaire survey is conducted with the respondents - students that are randomly chosen in VNU-HCM with a sample size of 200. After that, applying SPSS
16.0 program for reliability analysis of Cronbach‟s‟ Alpha, factor analysis EFA, and the last step with running a multiple regression is done.
In conclusion, there are a number of factors that are needed for further improvement. The research results are helpful in providing a comprehensive view of the online shopping trend of students who are the target customers for e-commerce, online shopping. The level of satisfaction of students and the factors that affect their satisfaction
is the basis for companies and online stores to make a reasonable adjustment to improve the level of student satisfaction in particular, and customers‟ satisfaction generally.
However, there are still some limitations related to the scope of the study. Overcoming these limitations is the base premise for further research. | en_US |
