Factors Affecting Online Shopping Behavior of StudentsPromoting Smart Consumption

Abstract

Research on online shopping has become widespread both globally and in Vietnam, with the development of e-commerce, online shopping activities have become more popular, especially among young people. This activity has helped reduce traditional shopping forms, reduce environmental pollution, enhance electronic transaction activities, and promote smart consumption. Studying the factors affecting online shopping behavior to come up with solutions to boost this activity plays an important role. By surveying 253 students at several universities, the article has identified three factors that positively affect the online shopping behavior of students, which are shopping motives, social influence, and product convenience and pricing. The factor of purchase risk yields results contrary to the research hypothesis. From this, it proposes policy implications to promote online shopping activities of students promoting smart consumption in the coming time.