THE IMPACTS OF DIGITAL MARKETING ON ONLINE SHOPPING BEHAVIOR THROUGH ONLINE SHOPPING APPLICATION IN THAI NGUYEN CITY

Abstract

This research paper aimed to indicate the impact of digital marketing on the online shopping behavior toward online shopping applications, focusing on the retail industry in Thai Nguyen city. Specially, it explored the mediation role of online shopping application in the relationship between digital marketing and online shopping behaviour. In addition, it examined the finding to make recommendations for retail companies to develop their business by using the Internet. This research was based on an online survey method, as the questionnaire was distributed to gather data from the public. The data from 416 random online shoppers were gathered through the Google forms survey. The collected data was analysed by using IMB SPSS statistical software for this research. The findings showed that there was a significant relationship between digital marketing and online shopping behavior with the mediation of online shopping applications, also online shopping applications had a significant impact on online shopping behavior. Finally, the research suggests that better content marketing for online shopping sites is critical, and that mostly online shoppers prefer using online shopping apps that make the buying process simple. The study provides information for online retail businesses to successfully adopt and implement digital marketing as a strategy in their business plan and to recognize the usefulness of digital marketing in the competitive market.