Online Purchasing Intention of Young People – An Empirical Study in Vietnam

Abstract

This study aims to identify and evaluate the factors affecting the online purchasing intention of young people through the lens of individual characteristics and services provided by online sellers. Based on the literature review, the research hypotheses and model indicating the impact of those factors on online purchasing intention were developed. PLS-SEM analysis techniques through SmartPLS4 software were used to test the research hypotheses by surveying young people living and working in Hanoi. The research findings showed the critical role of the individual characteristics and services offered by online sellers in promoting the online buying intention of customers. From the results, some recommendations were suggested to the online sellers to accelerate the online purchasing intention of young people in the current period.