FACTORS AFFECTING PURCHASING DECISIONS ON THE E-COMMERCE PLATFORM SHOPEE OF STUDENTS AT HANOI UNIVERSITY OF INDUSTRY

Abstract

Currently, shopping on the e-commerce platform Shopee is increasingly popular and growing strongly, especially among young consumers. The study aimed to
determine the factors affecting purchasing decisions on the e-commerce platform Shopee of students at Hanoi University of Industry. Research results show that
there are 5 important factors affecting students' online purchasing behavior: (1) perceived usefulness; (2) ease of use; (3) incentives; (4) risk perception; (5) brand
image. Among them, brand image has the strongest influence on the purchasing decisions on Shopee of students at Hanoi University of Industry. Perceived usefulness,
ease of use, incentives and brand image have a positive impact on purchasing decisions. Risk perception has a negative impact on purchasing decisions. From there,
the authors provide solutions with management implications for businesses to refer to in order to come up with business and marketing strategies for online sales on
the Shopee e-commerce platform, along with improving Improve online purchasing decisions of students - representing young consumers.