Researching factors affecting consumers'' decision to buy online electronic products in Cao Lanh city

Abstract

The purpose of this study is to identify and measure factors that influence consumers' decisions to buy electronic products online in Cao Lanh City. Data were collected from 250 consumers who have purchased electronic products online in Cao Lanh City. Quantitative research methods including descriptive statistics, scale reliability assessment, exploratory factor analysis and multiple linear regression analysis are used. The results show that there are 4 factors that influence the decision to buy electronic products online for users, namely useful awareness, electronic word of mouth, trustworthiness, and reasonable price. These results are the basis for identifying, orienting and providing solutions to promote consumers' decisions to buy electronic products online in the future.