Overview

Original Research

RESEARCH ON FACTORS AFFECTING THE ONLINE SHOPPING BEHAVIOR OF VIETNAMESE YOUTH

NGUYEN THI VAN ANH 1, HOANG THANH TUNG 2, BUI THI HONG NHUNG 3, PHAN THI THANH PHUONG 4, NGUYEN THI HA GIANG 5 and NGO THI MINH ANH 6.

Vol 20, No 03 ( 2025 )   |  DOI: 10.5281/zenodo.15016750   |   Author Affiliation: PhD, University of Labour and Social Affairs 1,3; Associate Professor, PhD, University of Labour and Social Affairs 2; University of Labour and Social Affairs 4,5,6.   |   Licensing: CC 4.0   |   Pg no: 197-216   |   Published on: 12-03-2025

Abstract

The research used a combination of qualitative and quantitative methods to study the factors influencing the online shopping behavior of Vietnamese youth, based on data collected from surveying 182 young people. The research team used SMARTPLS software to process collected survey data. “Perceived behavioral control” (NTKS) has the most significant effect on the online shopping habits of Vietnamese youth (HV), with an influence level of 0.660. “Subjective norms” (CCQ) has the second most significant effect, with an influence level of 0.309. The factor "attitude" (HV) does not have enough statistical significance to say what effect it has on the dependent variable "online shopping behavior of Vietnamese youth." The factors "useful perception" (NTHI) and "perceived ease of use" (NTSD) both have a 0.590 effect on NTKS. Based on the research findings, the author proposes several strategies to enhance the online shopping habits of Vietnamese youth, with the aim of boosting production and business in this market.

Keywords

Influencing Factors, Online Shopping, Vietnamese Youth, Vietnam.