CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN QUYẾT ĐỊNH MUA SẮM TRỰC TUYẾN CỦA SINH VIÊN TRƯỜNG DU LỊCH – ĐẠI HỌC HUẾ

Abstract

The development of science and technology and the impact of the Covid-19 pandemic have accelerated the development of e-commerce, consumer shopping behavior has moved quickly online since the pandemic occurred. Students are one of the large customer groups of online business businesses. Understanding and capturing the online shopping behavior of students in particular and customers, in general, is the foundation for businesses and retailers to come up with appropriate marketing policies. This paper therefore conducts an assessment of the online shopping behavior of students of the School of Tourism - Hue University in the context of the Covid-19 pandemic. The study is based on theories of risk perception, the theory of rational action, the theory of planned behavior, and the model of technology acceptance to propose the research model. Research results have shown that "Perception of usefulness" and "Effect of experience of those who have bought before" are two groups of factors that have a positive impact on the online shopping behavior of students of the School of tourism – Hue University. In addition, the study also analyzed issues related to student buying behavior such as frequency of purchases, shopping channels, equipment used to shop, products, amounts, and factors of interest when shopping. From there, propose some solutions to promote student shopping behavior.