FACTORS AFFECTING ONLINE SHOPPING DECISION OF PEOPLE LIVING IN THE MEKONG DELTA, VIET NAM
Objectives of the study Factors affecting online shopping decision of people living in the Mekong Delta, Vietnam in order to promote the development of e-commerce in Vietnam, especially in the context of adaptation to Covid-19. The study collected primary data from 250 people who have been shopping online on online sales sites in Vietnam such as Lazada, Shopee, Sendo, etc. by random sampling method via google Form at 5 provinces in the Mekong Delta are: Tra Venn province, An Giang province, Vinh Long province, Soc Trang and Ben Tre province. The author use multivariate regression model. The research results prove that there are 6 factors affecting the online shopping decision of Mekong Delta people including: Information, Distractions, Interaction, Perceived risk, Entertainment and Reliability. From the above research results, the author have proposed solutions to promote the development of e-commerce in the future in the Mekong Delta, Vietnam.
Decision, Online Shopping, People, Social Networks, Solutions, Mekong Delta