Factors influencing online shopping behavior of university students in Hanoi, Vietnam: A model and empirical study

By adopting selectively two classical models of consumer behavior, Theory of Rational Action and Technology Acceptance Model, and combining with two other factors, the paper proposed a model of six factors including Attitude, Perceived Risk, Perceived Usefulness, Perceived Ease of Use, Subjective Norm and Web Quality to assess determinants of university students’ online shopping behavior in Hanoi, Vietnam. The model was assessed through Explanatory Factor Analysis, regression analysis and independent sample test based on data collected from 289 university students in Hanoi, Vietnam. The results showed that Perceived Usefulness plays the most important role in determining students’ online shopping behavior, followed by Web Quality and Attitude. There is also a difference in online shopping behavior between the third-year and first-year students, and between the third-year and second-year students. From these results, the paper drew out implications to support E-commerce enterprises to attract more university students to shop online, and strengthen the development of E-commerce in Vietnam.