Study on Online Shopping Intention of Consumers on Shopee E-Commerce Site on Phan Thiet City

  • Vo Khac Truong Thanh University of Phan Thiet, Binh Thuan Province, Vietnam
  • Le Anh Linh Human Resource and Administration Office, University of Phan Thiet, Binh Thuan Province, Vietnam
  • Le Trung Thanh Human Resource and Administration Office, University of Phan Thiet, Binh Thuan Province, Vietnam
  • Luong Hoai Trinh Office of Academic Affairs, University of Phan Thiet, Binh Thuan Province, Vietnam
  • Nguyen Ngoc Hoa Ky Faculty of Basic Sciences, University of Phan Thiet, Binh Thuan Province, Vietnam
Keywords: itention, online shopping, e-commerce, Shopee

Abstract

The objective of this study is to identify factors that influence consumers’ online shopping intentions on the Shopee e-commerce site in Phan Thiet city. The study surveyed 250 consumers and applied an exploratory factor analysis model. The research results reveal four factors that influence online shopping intentions on Shopee, ranked from highest to lowest as follows: (1) social influence (XH), (2) benefit perception (LI), (3) interest-driven motivation (TT), and (4) risk perception (RR).

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Published
2026-04-03
Issue
Vol. 2 No. 4 (2024): The University of Phan Thiet Journal of Science
Section
Bài viết