Factors influencing students’ online shopping behavior: a case study at Dong Nai University

Abstract

This study aims to identify the factors influencing the online shopping behavior of students at Dong Nai University. The research employs both qualitative and quantitative methods to develop an appropriate research model, assess the reliability of the measurement scale using Cronbach’s Alpha, conduct exploratory factor analysis (EFA), perform regression analysis, and test model fit to examine the impact of various factors on online shopping behavior. The findings reveal that four factors positively influence students’ online shopping behavior at Dong Nai University: “Price”, “Attitude”, “Perceived usefulness”, and “Perceived ease of use”, with “Perceived ease of use” having the strongest impact.