Factors Affecting Online Shopping Intention on the Shopee E-Commerce Platform of Consumers in Thu Duc City

Abstract

This study was conducted to identify and measure the impacts of factors on the online shopping intention on Shopee in Thu Duc city. Quantitative research is used basing on the analysis of data collected through questionnaires with 384 samples. The results show that all seven factors have impacts on consumers' online shopping intention on Shopee with decreasing order as follows: perceived usefulness, expectation of price, social influence, attitude, perceived ease of use, perceived risk, and trust. Based on the analysis results, this study has proposed several appropriate management implications for Shopee to enhance the online shopping intention on Shopee of consumers in Thu Duc city.