The study identifies six factors, including price, ease of use, customer trust, website quality, security, and delivery.. The fust four dimensions are classified as core servrce scales,
Hội nghị Khoa học trẻ lần 5 năm 2023(YSC2023)-IUH YSC5.F403 FACTORS AFFECTING THE SATISFACTION OF STUDENTS AT INDUSTRIAL UNIVERSITY OF HO CHI MINH CITY WHEN PURCHASING ONLINE ON E- COMMERCE PLATFORMS THAI DONG TAN1*, LY THI THU THAO1, NGUYEN THI PHUONG GIANG1 ‘Khoa Thương mại - Du lịch, Trường Đại học Công nghiệp Thành pho Hồ Chi Minh, *20102301.tan@jSttident iuh edu.vn Abstracts The outbreak of Covid-19 has led to a significant shift ill consumer behavior, with more consumers choosing to shop online rather tlian in physical stores due to the convenience and time-saving benefits However, maintaining and improving customer satisfaction is a key cliallenge for e-commerce platforms The purpose of this article is to investigate the factors that influence the satisfaction of students at Industrial University of Ho Chi Minh City (IUH) when making purchases on e-conunerce platforms The study identifies six factors, including price, ease of use, customer trust, website quality, security, and delivery The survey data was collected from 378 IUH students using Google Forms, and the data was analyzed using SmartPLS 4 and SPSS software The results indicate that customer trust and website quality are the two most significant factors that influence customer satisfaction Based on the analysis, the study proposes several management implications that e-commerce platforms can adopt to improve customer satisfaction when purchasing goods online Keywords Satisfaction, e-cornmerce platform, online purchase CÁC ỴẾU TÓ ẢNH HƯỞNG ĐẾN sự HÀI LÒNG CỦA SINH VIÊN TRƯỜNG ĐẠI HỌC CÔNG NGHIỆP THÀNH PHÓ HÒ CHÍ MINH KHI MUA HÀNG TRựC TUYẾN TRÊN SÀN THƯƠNG MẠI ĐIỆN TỬ Tóm tăt Sụ bùng phát của Covid-19 đã dân đến sụ thay đôi đáng kê trong hành vi của nguôi tiêu dùng, klú nhiều người tiêu dùng lựa chọn mua sắm trục tuyến hon là tại các cửa hàng thực tế do sụ tiện lợi và tiết kiệm thời gian Tuy nhiên, việc duy trì và cải thiện sự liài lòng của klrách hàng là một thách thúc clúnh đối với các nền tảng thương mại điện tử Mục đích của bài viết này là khảo sát các yếu tố ảnh hưởng đến sự liài lòng của sinh viên Trường Đại học Công nglúệp Thành phố Hồ Clú Minh (IUH) klú mua liàng trên nền tảng thương mại điện tử Nglúêrr cứu xác định sáu yếu tố, bao gồm giá cả, dễ sử dụng, niềm tin của khách Iràng, chất lượng trang web, bảo mật và khâu giao liàng Dữ liệu khảo sát được thu thập từ 378 sinh viêrr IUH bằng Google Biểu mẫu vả dữ liệu được pliân tích bằng phần mềm SmartPLS 4 và SPSS Kết quả clrỉ ra rằng niềm tin của khách hàng và chất lượng trang web là Irai yếu tố quan trọng nhất ảnh hưởng đến str liar lòng của klrách liàng Trên cơ sở phân tích nglúên cứu đề xuất một số liàrn ý quản trị mà các sàn thương mại điện tử có thể áp dụng để nâng cao mức độ liài lòng của klrách liàng klú mua hàng trực tuyến Từ khóa Sự hài lòng, sàn thương mại điện tử, mua liàng trực tuyến 1 INTRODUCTION Currently, the internet develops very fast and is used by many users The number of people participating in the internet though various apps and platforms has increased much In January 2021, about 68 million people in Vietnam used the internet [1], and as of September 2022, the number of internet users lias increased to more than 72 million, accounting for 73% of the population and an increase of about 4.9% year-on-year [2], All activities of buying and selling and exclranging valuable information on an online 32 © 2023 Trường Đại học Công nghiệp Thành phố Hồ Chí Minh Hội nghị Khoa học trẻ lần 5 năm 2023(YSC2023)-IUH platform are considered e-cormnerce Initially, consumers were reluctant to shop online for fear' that their' personal and bank-related information might be exposed to the outside on online shopping forums Moreover, they are not sure whether the purchased product satisfies the desire However, satisfaction with online purchases Iras increased significantly Many consumers believe that tills is the most cost-effective and effective method of shopping The sustainability between customers and e-businesses depends on the quality of service during the purchase process The study of consumer satisfaction when buying online is an important part of economic research To achieve a successful business strategy, a deep understanding of customer satisfaction is key Customer satisfaction, in tills case, students, is a crucial factor in building trust and authenticity for a brand Elevating student satisfaction with the online shopping experience can generate a positive encounter for them Tills encompasses providing a user-friendly interface, flexible payment options, excellent customer service, and ensuring timely and quality delivery of products as expected The e-commerce market is competitive, and enhancing student satisfaction can grant you a competitive edge By delivering a superior shopping experience compared to competitors, you can attract a larger customer base Customer satisfaction, in tills case, students, can offer valuable feedback You can utilize tills feedback to enhance various aspects of your services and products, thereby improving overall quality and creating a better shopping environment Therefore, this is the reason for US to study the topic “Factors affecting the satisfaction of students at Industrial University of Ho Chi Minh City when purchasing online on e-commerce platforms” The aim of the study was to learn about IUH students' satisfaction when buying online on e-commerce platforms The study will build an appropriate model based on the premise and data analysis results, thereby giving management implications to improve satisfaction when buying on e-cornmerce platforms for consumers 2 THEORETICAL BASIS 2.1 Concept On September 25, 2021, Decree 85/2021/NĐ-CP was issued The concept of e-commerce platforms is defined in accordance with current legal documents, wliich state that: “An e-commerce trading floor is a website that enables individuals, organizations, and merchants who do not own a website to conduct part or all of the process of buying and selfing goods and services on it However, tills decree specifically excludes online securities trading websites from the definition of e-cornmerce trading floors.” [3] “Customer satisfaction is the perception of a good or service that meets or exceeds their' expectations in the process of consuming that good or service” (Kotler, 2001) [4], “Satisfaction is the perception and judgment of customers that the quality of products or services is suitable for their consumption purposes” (Srivastava et al., 2013) [5], 2.2 Theoretical model Theory of Reasoned Action - TRA TRA posits that an individual’s behavioral intention determines their actual beliavior Behavioral intention is determined by the individual’s attitude towards the behavior and subjective norm related to performing the behavior Attitude towards behavior is expressed through the individual’s belief about the likelihood of the behavior producing desired outcomes, which can be evaluated as favorable or unfavorable Subjective norm reflects the individual’s perception of the correlation between a specific behavior and what reference groups tliink about tills beliavior Theory of Planned Behavior - TPB TPB is an extension of the TRA TPB can better explain individual behavior in specific contexts where the individual cannot fully control their' behavior, specific behavior perception is determined by both past experience and anticipated barriers Technology Acceptance Model - TAM Among theories in information systems, the Technology Acceptance Model (TAM) developed in 1989 by Davis is identified as one of the most widely used analytical frameworks to explain consumer behavioral intention when using a system TAM explains that a consumer’s behavioral intention to use a system is influenced by perceived ease of use and perceived usefulness SERVQUAL Model © 2023 Tnròng Đại học Công nghiệp Thành phố Hồ Ơ1Í Minh 33 Hội nghị Khoa học trẻ lần 5 năm 2023(YSC2023)-IUH SERVQUAL is a tool that assesses service quality by comparing the gap between customer expectations and perceptions of a service provided, bl order to use SERVQUAL, participants are requited to provide feedback on both their expectations and perceptions of the service However, since SERVQUAL measures customer perceptions rather than the actual quality of service delivered, it primarily captures attitudes related to satisfaction rather than providing an objective measure of service quality Tills makes it different from other tools used for measuring servrce quality (Parasuraman et al., 1988) [6] E-SERVQUAL Model Zeithaml et al (2005) [7] developed the e-SERVQUAL e-Service Quality Measurement model to investigate how customers evaluate e-service quality The development of this model involved three stages, including the identification of focus groups, data collection, and analysis of empirical data The e- SERVQUAL model comprises of seven dimensions, namely efficiency, reliability, responsiveness, privacy, compensation, contact, and assurance The fust four dimensions are classified as core servrce scales, while the remaining three dimensions are considered as recovery scales since they become prominent only when online customers face any issues or have queries 3 HYPOTHESIS AND RESEARCH MODEL Through exploring many different factors, tills study focuses on 6 main factors as follows: 3.1 Price Price is defined as the amount customers pay for the benefits they receive from a product or service (Lovelock & Wirtz, 2007) [8], According to Oliver (1997), customers perceive the equity value of a product or service and judge their satisfaction or dissatisfaction based on that perception [9], As sellers can easily change prices online (Karman & Kopalle, 2001) [10], the price of a product purclrased online is usually lower (Forsythe et al., 2006) [11], Therefore, online shoppers tend to be more satisfied with a lower price (Changsu Kim, Weihong Zhao, Kyung Hoon Yang, 2008) [12], Additionally, research by Ralfi, Ghani, and Muhamad (2017) shows that buying at the right price positively affects customers' confidence when purchasing online [13], Based on these findings, the following hypothesis is proposed: Hl: Price positively affects customer satisfaction H3: Price positively effects customer confidence 3.2 Customer tr ust Srderslmiukh et al (2002) argue that customer trust is crucial for service providers to deliver on their promises and be perceived as reliable [14], According to Mukherjee and Nath (2003), trust plays a vital role as a foundation for cooperation between sellers and buyers [15], Customer trust and satisfaction are strongly connected, with satisfaction even being considered a component of trust (Sahadev & Purani, 2008) [16], rust in service marketing places significant emphasis on individual attitudes, beliefs of customers, and the reliability of services received (Garbarino & Lee, 2003) [17], Therefore, the hypothesis is proposed as follows: H2: Customer trust positively affects customer satisfaction 3.3 Security bl tills study, security is defined as "the abfiity to protect a customer's data during an online purchase." Consumers are highly concerned about the processing, storage, and usage of their personal data when making purchases, and they require assurance of secure transactions (Libaque-Saenz et al., 2021) [18], Customer information security is thus a crucial factor in ensuring customer satisfaction (Valdez-Juarez et al., 2021) [19], Retailers must ensure strict control over the ordering and online payment processes To assuage consumers' apprehensions regarding the security of online transactions, online retailers employ a range of security measures, including encryption, safeguarding, verification, and authentication (Chellappa and Pavlou, 2002) These mechanisms safeguard consumer data from unauthorized viewmg or alteration and guarantee that only relevant entities (such as vendors, credit card authorizes like Visa, and banks) possess access to consumer information Consumer perceptions of these security measures significantly bolster then trust in online transactions (Chellappa and Pavlou, 2002) Online retailers' privacy and security poheies play a critical role in enhancing customer trust, and they act as a signal that 34 © 2023 Trường Đại học Công nghiệp Thành phố Hồ Chí Minh Hội nghị Khoa học trẻ lần 5 năm 2023(YSC2023)-IUH influences customer trust (Martin and Carnarero, 2009) [20], Therefore, the following hypothesis is proposed: H4: Security positively affects customer satisfaction H5: Security positively affects customer trust 3.4 Ease of use hl then' 2016 study, Tandon et al provided a definition for ease of use, which refers to the extent to which individuals are able to comprehend, learn, and effectively utilize specific technologies or systems [21], When creating an online shopping website, it is essential for businesses to prioritize ease of navigation, education, awareness, and support In the development of e-commerce, ease of use plays a critical role, with attributes like product search and information liaving the potential to generate favorable ratings in online retail Customers are more likely to be satisfied with their purchases if they can easily locate the items they are looking for and obtain relevant information about them Research conducted by Tu et al in 2012 revealed that perceived ease of use has a positive impact on customer satisfaction [22], Similarly, Aghdaie et al found that it has a positive impact on trust in a 2011 study [23], Koufaris et al also discovered a positive correlation between ease of use and trust in then 2002 research [24], Furthermore, stirdies in the e-conunerce industry by Chinornona (2013) [25], Wilson (2019) [26], Keni (2020) have all demonstrated a favorable impact of ease of use on trust [27] H6: Ease ofuse positively effects customer satisfaction H7: Ease ofuse positively effects customer trust 3.5 Website quality A company's website plays a crucial role in determining service quality, which in turn affects customers' buying experience and their ability to find relevant information easily (Kim & stoel, 2004) [28], An informative and well-organized website can effectively persuade customers to make a purchase (Wolfinbarger & Gilly, 2001) [29], as it saves them time searching for product infonnation and eliminates misinformation (Luo, Ba & Zhang, 2012) [30], Thus, designing a website tliat is credible and trustworthy in the eyes of customers is crucial for online service providers (Guo et al., 2012) [31], Therefore, a company's website is considered a significant factor in determining customer satisfaction with online services H8: Website quality positively affects customer satisfaction 3.6 Delivery hl today's liiglily competitive business environment, providing door-to-door dehvery services is essential to meet customers' expectations and ensure their satisfaction when making online purchases Customers place special emphasis on delivery time and method, including issues such as delivery delays, shippers' attitudes, wrong deliveries, improperly packaged goods, and damages (Forsythe et al., 2006) [32], OlU' company lias received several complaints regarding product delivery, with most focusing on delayed or incorrect deliveries and shipping costs (Vu Huy Thong & Tran Mai Trang, 2013) [33], It can be concluded that the delivery process in e-commerce is a crucial step that suppliers and store organizations must carefully manage to ensure successfid delivery of products to customers H9: Delivery positively affects customer satisfaction © 2023 Tnròng Đại học Công nghiệp Thành phố Hồ Ơ1Í Minh 35 Hội nghị Khoa học trẻ lần 5 năm 2023(YSC2023)-IUH Figure 1: Proposed Research Model 4 RESEARCH METHODOLOGY The research process utilized both qualitative and quantitative methods Qualitative methods were used to collect data from various sources and involved group discussions to identify the factors that influence IUH students' satisfaction when making purchases on e-commerce platforms Following the completion of the qualitative research, the findings were used to develop a draft model To further the study, quantitative research methods were employed by conducting an extensive survey to a broader audience A quantitative questionnaire was designed using a 5-point Likert scale to gather opinions from the majority of IUH students, and statistical analysis was carried out to measure the significance of the factors identified through the qualitative research A total of 451 samples were collected, and after filtering and cleaning, 378 samples were considered satisfactory for analysis The data was analyzed using two primary statistical software, SmartPLS 4 and SPSS, and the analysis techniques included descriptive statistics, Cronbach's Alpha reliability testing, exploratory factor analysis (EFA), and structural equation modeling (SEM) validation The author adhered to the minimum sample size rule of 5 times the number of observed variables when conducting the EFA, which was 140 samples since this study had 28 observed variables (Hah' et al., 2014) [34], The sample size of 378 was deemed sufficient and appropriate for analysis in tills study 5 DATA ANALYSIS RESULTS 5.1 Descriptionof the survey sample Table 1 Descriptive statistics of tile survey sample Gender Characteristic Frequency Ratio Coruse Male 129 34.1 Income Female 249 65.9 Second-year' student 109 28.8 Third-year students 193 51.1 Fourth-year students 76 20.1 Under 1 million 138 36.5 From 1 to 3 million 148 39.2 From 3 to 5 million 81 21.4 Above 5 million 11 2.9 Total 378 100 36 © 2023 Trường Đại học Công nghiệp Thành phố Hồ Chí Minh Hội nghị Khoa học trẻ lần 5 năm 2023(YSC2023)-IUH 5.2 Exploratory factor analysis (EFA) The results of the Exploratory Factor Analysis (EFA) using the Principal Component's extraction method and Varimax rotation indicate the following: Out of the 28 observed variables measured, 6 underlying factors influencing satisfaction were extracted with a Kaiser-Meyer-Olkin (KMO) measure of 0.913 and Sig = 0.000 The extracted variance accounts for 69.182%, with an Eigenvalue of 1.293 Additionally, all variables exhibit factor loadings that meet the requirement (> 0.5) Furthermore, 3 observed variables from the Satisfaction scale were extracted into the same factor, with a KMO measure of 0.726 and Sig = 0.000 The extracted variance accounts for 76.015%, with an Eigenvalue of 2.280 All variables also meet the requir ed factor loading criterion (>0.5) Thus, the results of the Exploratory Factor Analysis (EFA) for both independent and dependent variables are deemed appropriate Table 2 Results of EFA analysis for independent variable Rotated Component matrix* Component 1 2 3 4 5 6 EU3 .822 790 EU2 .779 EU5 .766 763 EUI 0.913 EU4 .756 0.000 SC 3 69.182% SCI .743 1.293 SC 2 SC 5 740 SC4 DL1 795 DL3 DL2 754 DL4 PR3 741 PR4 PR1 736 .286 PR2 CT1 710 CT4 CT2 .845 CT3 WQ3 .834 WQ2 WQ1 .829 .826 .807 .790 .749 .738 777 769 728 301 .708 KNIO Bartlett’s (Sig.) Extraction variance Egienvalue 5.3 Testing the measurement model To assess the reliability of the measurement scale, the study used Composite Reliability (CR), Average Variance Extracted (AVE), and outer loading coefficient According to the results presented in Table 2, © 2023 Tnròng Đại học Công nghiệp Thành phố Hồ Ơ1Í Minh 37 Hội nghị Khoa học trẻ lần 5 năm 2023(YSC2023)-IUH all variables have a Cronbach’s Alpha coefficient greater than 0.7, with the WQ variable having the smallest coefficient of 0.187 and the EU variable having the highest coefficient of 0.891 The CR coefficients for all variables are greater than 0.7, ranging from 0.891 to 0.920 [35], The AVE coefficients are all greater tlian 0.5, with the smallest being the sc variable at 0.646 and the largest being the ST variable at 0.760 [36], According to Table 3, the outer factor loading coefficients of all observed variables are greater than 0.7, ranging from 0.722 to 0.891 [37], Therefore, the measurement model is acceptable, with high reliability and convergence when Cronbach’s Alpha and CR coefficients are both greater tlian 0.7 and AVE is greater than 0 5 Table 3: Results on tire reliability of the measurement scale and convergence values Security (SC) CA CR AVE Website Quality (WQ) 0.863 0.901 0.646 Ease of use (EƯ) 0.817 0.891 0.732 Price (PR) 0.891 0.920 0.697 Delivery (DL) 0.841 0.893 0.677 Customer trust (CT) 0.856 0.893 0.676 Satisfaction (ST) 0.838 0.892 0.673 0.842 0.905 0.760 Table 4: Results of outer loading factors SC WQ EU PR DL CT ST 0.787 SCI 0.804 0.827 0.879 SC2 0.818 0.837 0.877 SC3 0.785 0.822 0.859 SC4 0.823 0 796 SC5 WQ1 0.830 WQ2 0.891 WQ3 0.844 EUI EƯ2 0.834 EU3 0.850 EU4 0.823 EU5 0.808 PR1 0.857 PR2 PR3 0.826 PR4 0.799 DL1 0.843 DL2 0.823 DL3 DL4 0.886 CT1 0.808 CT2 0.722 CT3 0 864 CT4 STI ST2 ST3 38 © 2023 Trường Đại học Công nghiệp Thành phố Hồ Chí Minh Hội nghị Khoa học trẻ lần 5 năm 2023(YSC2023)-IUH The research team conducted tests on the measurement model to verify its accuracy, specifically by assessing the discriminant validity of the factors To aclúeve this, two criteria, namely Fomel-Lacker and HTMT, were utilized Based on the Fomel-Lacker criterion, discriminant validity is exlúbited in table 4, where the square root of the average variance extracted (AVE) for each factor is greater than the correlation coefficient of other factors in the same column Tills finding indicates that all factor's possess satisfactory discriminant validity Furthermore, the HTMT criterion also affirms the discriminant validity of the factors, with coefficient values below 0.85 as displayed in table 5 Therefore, the factors can be concluded to have adequate discriminant validity [38], [39], Table 5: Fomel standard - Lacker sc WQ Eư PR DL CT ST sc 0.804 WQ 0.430 0.855 EU 0.486 0.502 0.835 PR 0.419 0.419 0.463 0.823 DL 0.039 0.077 0.043 0.090 0.822 CT 0.511 0.450 0.525 0.410 -0.068 0.821 ST 0.524 0.534 0.533 0.473 -0.038 0.568 0.872 Table 6: Heterotraite-Monotrait Index (HTMT) sc WQ EU PR DL CT ST sc WQ 0.512 EU 0.550 0.586 PR 0.494 0.501 0.529 DL 0.075 0.123 0.065 0.103 CT 0.595 0.539 0.603 0.487 0.068 ST 0.613 0.638 0.613 0.559 0.052 0.673 5.4 Structural model verification According to the results presented in table 6, the VIF coefficients range from 1.707 to 2.368, wlfrch are both below the threshold value of 3 This indicates that there is no occurrence of linear' multi-additive phenomena in the measurement model, and as a result, the hypothesis test results of the study are not affected [40], © 2023 Truông Đại học Công nghiệp Thành phố Hồ Ơ1Í Minh 39 Hội nghị Khoa học trẻ lần 5 năm 2023(YSC2023)-IUH Table 7: VIF coefficient VIF VIF VIF VIF SCI 1.832 WQ3 1.814 PR2 1.707 CT1 1.899 SC2 1.877 EU1 2.143 PR3 2.047 CT2 1.909 SC3 2.017 EƯ2 2.319 PR4 1.896 CT3 1.800 SC4 1.767 EU3 2.181 DL1 2.017 CT4 1.753 SC4 1.952 EU4 1.995 DL2 1.961 ST1 2.022 WQ1 1.712 EU5 2.368 DL3 1.931 ST2 2.133 WQ2 1.976 PR1 1.789 DL4 1.924 ST3 1.888 The results ill table 7 show that the R-square adjuster values of the Satisfaction and Trust models are 0.487 and 0 371, respectively Analyzing the impact of factors on satisfaction shows that factors related to security, website quality, piice, delivery, and ease of use, along with customer trust, explain 48.7% of the variance in satisfaction, with statistical significance at the 5% level The remaining 51.3% is due to system enor and other factors that have not been included in the model Table 8: R - Square and R - Square adjusted R - Square R - Squar e adj listed CT 0.376 0.371 ST 0.495 0.487 The results in table 8 show the level of impact of the factor's evaluated through the f3 value, indicating the strongest impact of CT on ST with an f3 value of 0.065, followed by WQ, sc, PR, EU, and DL bl addition, sc and EƯ have a more significant impact on CT, wliile PR lias a lower impact with an f3 value of 0.023 Table 9: F-squared index SC WQ EU PR DL CT ST NT 0.103 0.109 0.023 SHL 0.040 0.063 0.025 0.030 0.008 0.065 40 © 2023 Trường Đại học Công nghiệp Thành phố Hồ Chí Minh Hội nghị Khoa học trẻ lần 5 năm 2023(YSC2023)-IUH Figure 2: PLS SEM results for measurement models Because the data ill PLS path analysis does not conform to a normal distribution, traditional significance tests of parameters in regression analysis are not applicable for testing the significance of coefficients, hl its place, PLS relies on the non-parametric bootstrapping technique to determine the significance of coefficients (Hair et al., 2014) [34], To determine if the path coefficient significantly deviates from 0, the t-value is computed using bootstrapping In tills study, the non-parametric bootstrapping technique was employed on a sample size of 378 with 5000 iterations to guarantee the precision of the lineal' structural model test Table 10: Results of the impact levels of relationships SC -> CT Original Standaid deviation T statistics p values Hypothesis Result SC -> ST sample (O) (STDEV) (IO/STDEVI) WQ -> ST 0.069 0.000 H5 Accept EU -> CT 0.300 0.071 4.354 0.012 H4 Accept EU -> ST 0.178 0.054 2.516 0.000 H8 Accept PR -> CT 0.221 0.063 4.082 0.000 H7 Accept PR -> ST 0.315 0.063 4.999 0.020 H6 Accept DL -> ST 0.147 0.065 2.335 0.034 H3 Accept CT -> ST 0.138 0.055 2.121 0.008 Hl Accept 0.148 0.056 2.664 0.241 H9 Reject -0.065 0.069 1.172 0.001 H2 Accept 0.235 3.397 © 2023 Tnròng Đại học Công nghiệp Thành phố Hồ Ơ1Í Minh 41 Hội nghị Khoa học trẻ lần 5 năm 2023(YSC2023)-IUH The research hypotheses were tested using t-values with a threshold of 1.96 to determine statistical significance at a 5% level The bootstrapping results showed tliat the variables sc, CT, EU, PR and WQ had statistically significant impacts on ST at a 5% level (p < 0.05), and the variables PR, EU and sc had statistically significant impacts on CT at a 5% level (p < 0 05) On the other hand, the variable GH had no statistically significant impact on SHL Based on Table 9, the research team noted that the customer trust factor had the largest impact coefficient on satisfaction, with a value of 0.235, indicating the importance of customer trust in the satisfaction evaluation process The other variables also had an impact on satisfaction, with decreasing impact coefficients in the following order: website quality (0.221), security (0.178), price (0.148), and perceived ease of use (0.147) Additionally, the ease of use, security, and price variables also had impacts on customer trust, with impact coefficients of 0.315, 0.3, and 0.138, respectively These results demonstrate the interdependence of factors tliat contribute to customer satisfaction and trust 6 DISCUSSIONS Based on the data analysis in section 5, the research team lias identified a discussion topic on the factors affecting the satisfaction of IUH students when buying on e-commerce platforms After conducting bootstrapping testing, the research team concluded tliat the satisfaction of IUH students when buying on e-commerce platforms is influenced by five main factors, including customer trust, website quality, security, price, and perceived ease of use All of these factors have a positive impact on the satisfaction of IUH students when buying on e-commerce platforms The correlation between the factors and satisfaction is accurately reflected in the bootstrapping test results, hl other words, the satisfaction of IUH students when buying on e-commerce platforms increases when these factors increase, with customer trust having the greatest impact, followed by website quality, security, price, and finally perceived ease of use The results of the study are consistent with previous research A study by Houiiyeh Dehghanpouri, Zeynab Soltani, Reza Rostamzadeh (2020) [41] also showed that customer trust is the most important factor affecting customer satisfaction Tills provides practical value for marketing managers and learners, as well as a basis for developing strategic plans and implementing tools to improve the productivity or performance of E-CRM systems, hl addition, customer satisfaction is directly related to the success of E- CRM systems through full compliance with factors such as reliability, privacy, and service quality The results of a recent study ar e also consistent with previous studies on the relationship between website quality and customer satisfaction Previous studies by Ha Nam Khanh Giao et al (2019) [42], Rajasulochana et al (2022) [43], Bambang Widagdo and Kenny Roz [44] also yielded similar' results These studies show that website quality lias a positive impact on customer satisfaction Therefore, to increase the satisfaction of IUH students and consumers in general, it is necessary to improve website quality and pay attention to tills factor in marketing strategies and E-CRM system development The study shows that secruity is a positive factor that affects the satisfaction of IUH students when buying on e-commerce platforms T1ŨS result is consistent with the studies of Ha Nam Khanh Giao (2020) [45], Andala Rama Putra Barusman (2019) [46], Feng Li et al (2021) [47] The study also points out that price lias a positive impact on the satisfaction of IUH students when shopping online, a result that is similar' to other studies such as Prasetyo (2022) [48] and Faizan Ali, Muslim Amin & Kisang Ryu (2016) [49], In addition, the perception of ease of use also lias a positive impact on the satisfaction of IUH students when shopping on e-commerce platforms, which is consistent with previous studies such as Kyungyoung Olik, Seung-Bae Park, and Jae-Won Hong (2015) [50], Supriyadi andNidaulUswahPrasetyaningsih [51] Security, reasonable pricing, and ease of use are all positive factors that impact the trust of IUH students when purcliasing goods on e-commerce platforms These results liave been demonstrated by many previous studies, including Samar' Rail! and et al (2017) [13], Edliie Budi Setiawan and colleagues (2020) [52], Mohammed A Al-Sharafi et al (2016) [53], Nilaslii et al (2015) [54], Nicholas Wilson (2019) [26], Keni (2020) [27], This shows that in order to increase customer trust and sales on e-commerce platforms, businesses need to ensure reasonable pricing, security, and ease of use of their' website 42 © 2023 Trường Đại học Công nghiệp Thành phố Hồ Chí Minh Hội nghị Khoa học trẻ lần 5 năm 2023(YSC2023)-IUH 7 CONCLUSIONS Based on the results of analysis and research discussion, the authors have diawn conclusions about the factors affecting IUH students' satisfaction when buying online on e-conrrnerce trading platforms The priority of those factors is trust, website quality, security, price, and ease of use perception The authors have come up with suitable solutions to promote online business on e-commerce trading platforms, thereby proposing marketing strategies and busmess methods in accordance with the needs of consumers The authors have also sorted solutions by high to low priority, starting from trust, website quality, security, price, and ease of use awareness The proposed solutions are based orr the largest weighted observed variables, calculated based on the Mean value (appendix 2) The implementation of these solutions helps to increase busmess efficiency and revenue for businesses, while strengthening then position irr the market To optimize the user experience on the website, businesses need to pay attention to designing a simple, easy-to-use and user-friendly interface Provide customized features to users that will help them easily search and use functions on the website Interface organization also needs to be improved to make it easier for users to search for products Creating clear' and easily searchable product categories can also help risers search for products more quickly and conveniently Tills will help the business attract more customers and retain them longer on its platform, hl conclusion, optimizing the user interface and improving the customer experience is an important factor to help businesses grow their business and achieve success in the online market To ensure the safety of the payment system, businesses need to use encryption and customer authentication methods to ensure the security of customers' credit card information In addition, provide customers with information about security measures and instructions on how to use the system's security features to enhance safety dining the payment process Tills includes performing periodic checks to detect fraudulent behaviors and monitoring transactions to ensure the accuracy and reliability of payment information At the same time, businesses need to regularly update the price of the product and ensur e that the price is fully and accurately updated Provide information about the price of products or services on the e- commerce trading platform so that customers can easily search and compare prices with competitors' products In addition, promotions and discounts, a detailed description includes incidental costs such as shipping, service fees, and taxes so that customers can accurately calculate the value of the product Businesses need to regularly evaluate and improve the transparency of pricing to ensure that pricing information is provided complete, accurate and easily accessible to customers To increase the ease of use of e-commerce trading floors, businesses need to focus on designing interfaces that are suitable for business products or services, attractive to customers and easy to understand At the same time, it is necessary to provide sufficient information on instructions for use, display them in convenient locations for customers to easily see Tills guide needs to be written in a simple and straightforward manner Features on the e-commerce trading floor need to be designed and arranged appropriately, simply and conveniently for customers to use Registration and ordering processes should be simplified, transparent, and done as little as possible For new customers, businesses should only ask for the information needed to place an order without having to enter a lot of unnecessary information With registered customers, businesses can encourage them to make more purchases by offering incentives, gifts or reward points Due to limitations in time, funding, and experience of the authors, the research paper is not immune to limitations and shortcomings The scope of the study only included students of one university in Ho Chi Minh City, so the research results could not accurately reflect consumer behavior nationwide To provide a more general view, the scope of the study should be expanded nationwide The selection of samples by a convenient method can reduce the reliability of the results, since the representativeness of the sample is not guaranteed Therefore, in later similar' studies, random sample selection is recommended to achieve greater objectivity and accuracy The team proposes to expand the scope of research in various universities and compare which key factors affect student satisfaction when buying online on e-commerce exchanges Finally, the authors also propose to explore other factors or attributes that may affect satisfaction when buying online on e-commerce exchanges in follow-up studies © 2023 Tnròng Đại học Công nghiệp Thành phố Hồ Ơ1Í Minh 43 Hội nghị Khoa học trẻ lần 5 năm 2023(YSC2023)-IUH REFERENCES [1] "VNETWORK," 12 03 2021 [Online] Available: https://www.vnetwork.vn/vi/news/thong-ke-tinh-hinh- intemet-viet-nam-nam-2021?jskey=tAQiZCbw0wlUHtQarXzytZlmqRPEHST4YqU5LMYzYTMB [2] [Thao Nguyen, "BRANSVIETNAM," 24 03 2022 [Online], Available: https://www.brandsvietnam.coni/congdong/topic/323902-Data-Station-25-Digital-2022-So-nguoi-dimg-Viet-quan- ngai-ve-an-toan-du-lieu-giain-gan-l-nua-so-voi-nam-2020 [3] c Government, "Decree on E-Commerce - No 52/2013/ND-CP," Law Library, 16 05 2013 [Online] Available: https://tliuvienphapluat.vn/van-ban/Thuong-mai/Nglii-dinh-52-2013-ND-CP-tliuong-mai-dien-tu- 187901 aspx?anchor=d ieu_3 [4] p Kotler, 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feel safe when providing credit card information at the e- trust commerce trading platform page SC5 I believe my personal information is secure I feel that the e-commerce trading platform is full of EUI security features I feel assured that my privacy is absolutely protected when EU2 making purcliases on the e-commerce trading platform I find the e-commerce trading platform very easy to use to EU3 make transactions Learning how to use an e-commerce trading platform was EU4 easy for me I believe tliat I will easily understand and use all the EU5 features of tills e-commerce trading platform masterfully My interaction with the e-commerce trading platform is WQ1 clear' and easy to understand WQ2 I feel confident that I will become proficient when buying WQ3 online on the e-commerce trading platform DL1 I feel the user interface of the e-commerce trading platform DL2 lias a well-organized appearance DL3 I feel that transacting through the website is quick and easy DL4 I feel the website lias a fast access speed that helps me CT1 search for the correct product I received my order within the expected time period CT2 I usually get flee/discounted shipping I am allowed to follow during shipping CT3 I get the flexibility of choosing a delivery date I believe that the e-cornmerce trading platform is reliable in handling customer inquiries I feel reassured that the product information provided is clear', accurate, and guaranteed to originate I have complete confidence in the quality of the product when buying on the e-commerce trading platform 48 © 2023 Truông Đại học Công nghiệp Thành phố Hồ Chí Minh Hội nghị Khoa học trẻ lần 5 năm 2023(YSC2023)-IUH I trust when buying on the e-commerce trading platform CT4 I am satisfied with the online shopping experience on the e- STI commerce trading platform Satisfaction My online shopping experience on the e-commerce trading platform is very satisfying ST2 [64] The services provided by the e-commerce trading platform ST3 ar e very good Appendix 2 Mean Statistics of Observed Variables Descriptive statistics Number of Smallest Largest Average andard deviation objects 3.844 1.1163 PR1 378 1.0 5.0 3.788 1.0890 3.812 1.0994 PR2 378 1.0 5.0 3.923 1.1198 3.966 1.0637 PR3 378 1.0 5.0 4.013 1.0313 3.937 1.0907 PR4 378 1.0 5.0 3.934 1.0672 3.923 1.1031 SCI 378 1.0 5.0 3.786 1.1466 3.791 1.2171 SC 2 378 1.0 5.0 3.804 1.1806 3.751 1.1615 SC 3 378 1.0 5.0 3.751 1.2216 3.823 1.1552 SC4 378 1.0 5.0 3.772 1.1567 3.749 1.1483 SC 5 378 1.0 5.0 3.931 1.1426 3.931 1.0608 EUI 378 1.0 5.0 3.955 1.0977 3.942 1.1031 EU2 378 1.0 5.0 3.958 1.1299 4.024 1.0438 EU3 378 1.0 5.0 3.902 1.0820 3.955 1.0757 EU4 378 1.0 5.0 3.955 1.1286 4.000 1.0754 EU5 378 1.0 5.0 3.937 1.0735 WQ1 378 1.0 5.0 WQ2 378 1.0 5.0 WQ3 378 1.0 5.0 DL1 378 1.0 5.0 DL2 378 1.0 5.0 DL3 378 1.0 5.0 DL4 378 1.0 5.0 CT1 378 1.0 5.0 CT2 378 1.0 5.0 CT3 378 1.0 5.0 CT4 378 1.0 5.0 STI 378 1.0 5.0 ST2 378 1.0 5.0 ST3 378 1.0 5.0 © 2023 Tnròng Đại học Công nghiệp Thành phố Hồ Ơ1Í Minh 49