Abstract: This study was conducted to identify and measure the impact of factors influencing online purchasing decisions on the Shopee platform among students at economics colleges and universities in Hanoi. Based on a combination of the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM), the authors proposed a research model with six independent variables Price, Trust, Convenience, Information Quality, Social Influence, and Promotion. Data were collected from 1,500 students who had shopped on Shopee and processed using SPSS software through descriptive statistics, Cronbach’s Alpha testing, Exploratory Factor Analysis (EFA), and linear regression analysis. The results indicate that four factors have positive and statistically significant impact on purchasing decisions, ranked by descending influence (1) Social Influence, (2) Promotion, (3) Convenience, and (4) Price. Two factors, Trust and Information Quality, were not statistically significant in the regression model. Based on these findings, the study proposes administrative implications to help Shopee and sellers optimize strategies to reach young consumer groups.
Tu et al. (Tue,) studied this question.
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