Factors Affecting Online Shopping Behavior of University’s Students in Hochiminh City

• Main Author: 陳唯德
• Other Authors: Liu Ming-Hsiu
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/862xk2

碩士 === 美和科技大學 === 企業管理系經營管理碩士班 === 104 === Today e-commerce is more and more developing that plays an important role in the Vietnamese market as retail keeps up with renovation. However, many vendors have not employed more present-day purchase methods, like online shopping. Online shopping is more and more convenient for people, as well as increasing production and consumption for vendors. Online shoppers will save time and money when buying a product online. However, exaggerated advertisements and poor products online have killed shoppers’confidence in e-commerce, stopping the online market from its development nowadays. Moreover, poor quality and thr risks have negetivey affect customer behavior in decision making for online shopping. Then people prefer traditional shopping to purchasing a product online. They can check a product physically instead of waiting for unseen products. As the result, this study’s carried out to determine how customer behavior is affect by some factors relating to online shopping including types of risks, product quality, identity theft and online shopping frauds. The research model includes dependent variable “Customer Behavior” and independent variables “types of risks, product quality, identity theft and online shopping frauds”, which are tested to know their relationship. It means that the study is carried out to know how the impact of some factors of online shopping on behaviors of students who are purchasing the products online in Ho Chi Minh City. The methodology focuses on interviews and surveys to collect information and data. The conclusion has been drawn based on random examination from 300 econimic students in Ho Chi Minh City, they love either online shopping or offline shopping accounted for about 62 percent and about 38 percent respectively. In multiple linear regression analysis, all independent variables significantly impact on dependent variable. Especially, types of risks and product quality have strong effect to customer behavior. It can be said that their relation is closer than others. It was a good result for psychological and behavioral research. The conclusion was that customer behavior is very important to online shopping, so studying factors relating to customer behavior plays an important in development of online shopping. In addition, implications and limitations are deeply discussed with both of good and no-good sides. The better online vendors do, the more online shoppers come.