Keywords
Decision;
Affect;
Consumers in Dong Nai province.
How to Cite
Abstract
This study examines the factors affecting the online shopping behavior of consumers in Dong Nai province. The study used convenience sampling method with 305 votes (after eliminating 45 votes unrelated to online shopping) to evaluate the scale through Cronbach's Alpha reliability coefficient, exploratory factor analysis EFA, linear regression analysis, hypothesis testing. Research results show that there are 4 factors (the factor "Online shopping fraud" is not significant due to sig>0.05) affecting online shopping behavior of consumers in Dong Nai: “Convenience”, “Transaction Method”, “Safety” and “Quality”. Through the research results, the author suggests policies for online business organizations to pay attention to the impacts on consumers' online shopping behavior in Dong Nai province.
References
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https://vecom.vn/chi-so-thuong-mai-dien-tu-viet-nam-2015
https://vecom.vn/chi-so-thuong-mai-dien-tu-viet-nam-2016
https://vecom.vn/chi-so-thuong-mai-dien-tu-viet-nam-2017