Factors affecting online purchase intention of Tay Do University students

Abstract

This study aims to determine factors that influence the online purchase intention of Tay Do University students through the application of Cronbach’s Alpha test, exploratory factor analysis, and linear regression analysis. The proposed research model was expressed through five factors with 24 variables of observation, such as Perceived usefulness, Perceived risk, Subjective norms, Web quality and Social media. Data were collected by surveying 270 students at the university. After the scale reliability test, exploratory factor analysis and regression analysis, the research outcomes indicate that Perceived usefulness and Perceived risk are the two most influential factors affecting the online purchase intention of students, in which Perceived risk negatively affects students' intention to purchase online. The study also suggested some management implications related to these two factors to help e-commerce retailers attract more students to purchase online in the future.