Factors Affecting Students' Online Shopping Behavior

Abstract

This study examines factors affecting the attitude towards online shopping, and thus, the online shopping behavior of students in Hanoi, specifically, within National Economics University. The study consists of three sections. The first section is the literature review and research model. This is followed by the Research methodology. The third section is the results and discussion. The final section is the conclusion and policy implications. The study found three statistically significant factors influence student attitudes toward online shopping, which were perceived usefulness, hedonic incentive, and website design. The study proposed practical implications for businesses that sell their products in cyberspace, and recommendations for regulatory agencies to ensure sustainable e-commerce.