FACTORS INFLUENCING THE ONLINE SHOPPING BEHAVIOR OF STUDENTS AT TAN TRAO UNIVERSITY

Authors

  • Yen Do Hai TanTrao University
  • Hien Dao Phuong TanTrao University
  • Sao Trieu Anh TanTrao University
  • Giang Nguyen Huong TanTrao University
  • Huyen Nguyen Thu TanTrao University

DOI:

https://doi.org/10.51453/3093-3706/2026/1434

Abstract

The rapid expansion of the Internet and e-commerce has fundamentally transformed consumer behavior, with online shopping becoming increasingly prevalent among university students. This study aims to identify and assess the influence of key factors on the online shopping behavior of students at Tan Trao University, Tuyen Quang Province, Vietnam. This study aims to identify and assess the influence of key factors on the online shopping behavior of students at Tan Trao University, Tuyen Quang Province, Vietnam. Drawing on an integration of foundational consumer behavior theories, the study develops a multi-factor analytical model using survey data collected from 794 students. The findings reveal that students' online shopping behavior is significantly influenced by several factors, namely: price, convenience, promotional incentives, social influence from reference groups, and emotional factors. These findings not only enrich the theoretical foundation on online consumer behavior within the Vietnamese context, but also provide practical managerial implications for businesses and online retailers in formulating marketing strategies and developing targeted solutions to promote online shopping behavior among young consumers.

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References

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Published

2026-02-28

How to Cite

Do Hai, Y., Dao Phuong, H., Trieu Anh, S., Nguyen Huong, G., & Nguyen Thu, H. (2026). FACTORS INFLUENCING THE ONLINE SHOPPING BEHAVIOR OF STUDENTS AT TAN TRAO UNIVERSITY. SCIENTIFIC JOURNAL OF TAN TRAO UNIVERSITY, 12(1). https://doi.org/10.51453/3093-3706/2026/1434

Issue

Vol. 12 No. 1 (2026): Social Sciences, Humanities and Economics

Section

Humanities and Social Sciences

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