FACTORS AFFECTING UNIVERSITY STUDENTS’ INTENTION TO ONLINE PURCHASE
In our increasingly internet-dependent daily lives, online shopping has surged in popularity due to the numerous advantages it offers over traditional retail stores. This study explores the factors that influence the online purchasing intentions of university students. Utilizing the Theory of Planned Behavior (TPB) as a foundation, this study constructed a conceptual framework to examine various influencing factors on consumer behavior. Data were collected through a survey administered to 166 university students across Ho Chi Minh City and Dong Nai Province, aiming to capture their perceptions and behaviors. The analysis revealed that factors such as Attitude, Perceived Benefits, and Electronic Word of Mouth have a significant influence on the students’ intentions to engage in online purchasing. This research contributes to a deeper understanding of the determinants of online shopping behavior among young Vietnamese consumers, offering critical insights for internet retailers to develop more effective business strategies.
Keywords: Online purchase, TPB model, TRA model, university students.
