| dc.description.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 | en_US |
