Factors affecting online shopping decisions of students in Can Tho City

Abstract

The study aims to identify the factors that influence students’ decisions to shop online in Can Tho City. The study surveyed 243 subjects who were students in Can Tho City. The scales used in the study were reliable, with a Cronbach's Alpha coefficient of>0.6 and a correlation coefficient with a total variable of>0.3. Through EFA analysis, the study found that the variables were closely correlated with a KMO coefficient of>0.5 and reached convergent value with factor loading coefficients all greater than 0.5. The results showed that there were two main factors that influenced students: The quality and guarantee of online shopping applications. Additionally, the research results revealed that students primarily shop online through e-commerce platforms and TikTok shops.