RESEARCH OF FACTORS AFFECTING THE DECISION OF STUDENTS OF DONG THAP UNIVERSITY ON SHOPEE ONLINE BUYING

Abstract

The study aims to determine the factors affecting the online purchase decision on Shopee of students of Dong Thap University. On the basis of a review of previous studies, the group of authors built a questionnaire and sent a survey to 300 students of Dong Thap University who had ever purchased online on Shopee. The methods used to conduct the research include Descriptive Statistics, Cronbach's Alpha Reliability Test, Exploratory Factor Analysis (EFA), Correlation Analysis and Multiple Regression Analysis with the support of the software SPSS22. The research results show that there were 4 factors affecting the online purchase decision on Shopee of Dong Thap University students: (1) ease of use, (2) usefulness, (3) personal experience, and (4) quality of service. In particular, usefulness had the strongest influence on the decision to buy online on Shopee of students of Dong Thap University.