Decoding Consumer Behavior: Unraveling The Factors Driving Online Purchasing Decisions On Shopee In Vietnam.

Abstract

Vietnam is a developing country where e-commerce is becoming increasingly widespread and gradually gaining more users. E-commerce is at the forefront of the trend in buying and selling. This study focuses on examining the factors influencing the purchasing decisions of users on the Shopee e-commerce platform. These factors include social influence, interface design, product diversity, perceived usefulness, and perceived ease of use. These factors affect purchasing decisions, which in turn shape user behavior. This research is grounded in the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) to build its research framework. The study aims to deepen our understanding of the purchasing behavior of Shopee users before they decide to make a purchase. The study employs a quantitative method with a sample size of 400. The survey will be distributed through social media, targeting participants both under and over 18 years old in Vietnam. Based on the results obtained through Structural Equation Modeling (SEM), it can be concluded that the factors examined—social influence, interface design, product diversity, perceived usefulness, and perceived ease of use—positively and directly affect the buying intentions of Shopee users. Additionally, buying intention has a direct impact on user behavior. The aim of the research is to survey the factors affecting users' buying intentions, thereby providing insights and implications for businesses and online entrepreneurs in optimizing their online platforms and enhancing customer satisfaction