Factors influencing consumers' online shopping decisions

Abstract

The technological revolution has brought many benefits as well as challenges to the economy, including Vietnam. The benefits of the technological revolution are associated with the application of technology platforms to life, the development of e-commerce has made it possible for customers to make online shopping and helps consumers and the platform to shop online economy has the ability to reduce procurement costs. However, the challenges of the technological revolution can make it difficult for a group of people who are not yet tech-savvy to update and grasp the benefits that technology brings. Studying the factors affecting the online shopping decision of consumers in Vietnam, through a survey of 200 consumers and using regression analysis using SPSS software, the research results show that: When consumers perceive the usefulness of online shopping, they will make purchasing decisions to satisfy their personal needs. Moreover, product quality is the most important factor affecting consumers' online shopping decisions. Research also confirms the usefulness of reference groups when they can advise consumers to make online shopping decisions.