Khóa luận tốt nghiệp: Research on factors affecting the behavior of choosing E- commerce platforms in online shopping of UEB students

ANOVA Analysis of VarianceE-commerce Electronic Commerce EFA Exploratory Factor Analysis KMO test Kaiser-Meyer-Olkin test PEU Perceived Ease of Use PR Perceived Risk PU Perceived Usefuln

GRADUATION THESIS

MAJOR: ECONOMICS

commerce platforms in online shopping of UEB students

INSTRUCTOR: DR NGUYEN THUY ANHAUTHOR: NGUYEN TIEN DAT

CLASS: QH-2020 KINH TE CLC 3

PROGRAM: HIGH-QUALITY

Hanoi, October 2023

GRADUATION THESIS

MAJOR: ECONOMICS

commerce platforms in online shopping of UEB students

INSTRUCTOR: DR NGUYEN THUY ANHAUTHOR: NGUYEN TIEN DAT

CLASS: QH-2020 KINH TE CLC 3

PROGRAM: HIGH-QUALITY

Hanoi, October 2023

and supervision of Dr Nguyen Thuy Anh; and that the work contained and theresults in it are true by the author and have not violated research ethics The data and

figures presented in this thesis are for analysis, comments, and evaluations fromvarious resources by my own work and have been duly acknowledged in thereference part

In addition, other comments, reviews, and data used by other authors, and

organizations have been acknowledged, and explicitly cited

I will take full responsibility for any fraud detected in my thesis The

University of Economics and Business is unrelated to any copyright infringementcaused by my work (if any)

Ha Noi City, 6th October 2023

Author

DatNguyễn Tiến Dat

teaching staff of the University of Economics and Business for always creatingconditions to assist me, providing me with extensive knowledge and valuable skills that

laid the foundation for my research on this topic

In particular, I would like to extend my deep appreciation to Dr Nguyen Thuy

Anh for her dedicated guidance and support throughout this period She has imparted

invaluable knowledge, guiding and aiding me in orienting and completing this thesis

I also want to express my gratitude to my family, friends, and seniors who havealways been attentive, shared, and enthusiastically supported, creating the best

conditions for me to complete this research project

However, due to limitations in time and knowledge, the research paper is not

exempt from errors Therefore, I earnestly hope to receive feedback from the professors

so that my thesis can be further improved

1.1.2 Online shopping

1.1.3 Consumers decision DFOC€SS serererereresereressesseesssssssessssseeeessees LS

1.2 Theoretical model of consumer decision

1.2.1 Technology Acceptance Model (TAM)

1.3.1 Foreign documents

1.3.2 Domestic documents

1.3.3 Research gaps

CHAPTER 2: RESEARCH DESIGN

2.1 Research hypotheses and model

2.1.1 Hypotheses

2.1.2 Proposed research model

2.2 Measurement scales

2.3.2 Data analysis and processing method

CHAPTER 3: RESEARCH RESULT AND DISCUSSION

3.1 Sample characteristics

3.2 Scales Reliability

3.3 Exploratory factor analysis (EFA)

3.3.1 Factor analysis for independent variables

3.3.2 Factor analysis for the dependent variable

3.4 Testing models and research hypotheses

3.4.1 Correlation analysis -<-5-5< 5< ssses<cseseseseeseseseeseseseeeresouÐ

Part 1: General Information

Part 2: Main Survey

Appendix 2: Bang khảo sát (Tiếng Việt)

Phần 1: Thông tin chung.

Phần 2: Khảo sát chính

Table 3.2: Scale Reliability Test ‹ :::-¿:::::2:5::c22:522222222222252322552222212122221250355523837 46

Table 3.3: KMO and Bartlett's Test ccssesssssesssesseessessessseesseeseesseesesseesessesses 49

Table 3.4: Rotated Component Mattix cccccescssecesessectesteseeseesesseetesteseeneensaneeee 49Table 3.5: KMO and Bartlett's Test c.cccccsceseeseeseesessestestesteseesessesesnesnsseeneanenee Sl

Table 3.6: Component Matrix

Table 3.7: Factors extracted and observed variables . -+ c-5-5++-++ 53Table 3.8: Pearson Correlation c.ssesccssesessessesseseessesesseeeseseeseesesseetesnesesseensaneeee 53

Table 3:9: Model SuifftimiarY co nen 2 0 g4” 55

TRDl6 3:10; ANOVA siccssccssesssccssssscosecasssssevssassevscesscssscosssssessecsscssscsseosssuseessesssesseess 56Table 3.11: Coefficients ssssssssssssssssassssssssssassossasssssasessasssssascasessessasssseasessansossoseos 56

Figure 1.2: Technology Acceptance Model - ¿+ +++++++x+>zxe+ 17

Figure 1.3: Unified Theory of Acceptance and Use of Technology Model 19

Figure 2.1: Proposed research model ¿- + 2s + +£+*+kexererxrkerrkrker 32Figure 3.1: Regression Standardized Residual - - ¿5-52 +5<+s+ces++x++ 58Figure 3.2: P-P plot

ANOVA Analysis of Variance

E-commerce Electronic Commerce

EFA Exploratory Factor Analysis

KMO test Kaiser-Meyer-Olkin test

PEU Perceived Ease of Use

PR Perceived Risk

PU Perceived Usefulness

SN Subjective Norm

SPSS Statistical Package for the Social Sciences

TAM Technology Acceptance Model

TR Trust

UEB University of Economics and Business

UTAUT Unified Theory of Acceptance and Use of Technology

VIF Variance Inflation Factor

The e-commerce sector in Vietnam has shown remarkable stability and growth

recently, even in the face of global economic challenges In 2022, the market was valued

at approximately $13 billion, representing significant growth compared to previous

years, this trend can be attributed to increasing internet penetration, smartphoneadoption, and changing consumer behaviors, which have driven e-commerce

transactions even during challenging times of Covid (Vietnam Briefing, 2023)

According to Vietnam Briefing (2022), 2022, Social commerce has gained prominence

in Vietnam, with over 65% of the country's internet users engaged in social commerceactivities The e-commerce industry in Vietnam is expected to continue its upward

trajectory By 2025, the market is projected to exceed $20 billion, driven by increasedconsumer trust in online shopping, digital payment adoption, and the expansion of e-

commerce platforms and logistics services (Boxme Global, 2020)

It can be seen that Vietnam's e-commerce industry is not only experiencing

impressive growth but is also at the forefront of global digital commerce trends.However, it also faces several challenges besides the achievement The rapid growth of

e-commerce has strained logistics and transportation systems Limited infrastructure incertain areas hampers timely and cost-effective delivery, impacting customer satisfactionand operational efficiency (SGGP, 2022) Moreover, despite progress in digital

payments, cash-on-delivery remains popular in Vietnam This can lead to payment fraud

and delayed cash flow for e-commerce businesses Encouraging secure online payments

is an ongoing challenge (Secomm, 2023) The most important is that the e-commercemarket in Vietnam is highly competitive While this offers consumers choice, it poses

challenges for startups and smaller players trying to gain market share Differentiatingthemselves and building brand recognition can be difficult (Vietnamnet, 2023) Along

with that, concerns about product quality, authenticity, and online scams can also deterpotential customers.

Based on these challenges, it is crucial to comprehend the factors influencing

consumers, particularly university students, as they constitute a pivotal demographic inshaping the e-commerce landscape They represent a significant consumer base and are

becoming increasingly influential in determining which platforms thrive and which onesfalter University students, and in particular, those at prestigious institutions like the

University of Economics and Business (UEB), hold a unique position in this dynamicecosystem Their role as trendsetters and early adopters of new technologies isundeniable They are not only well-versed in the latest digital trends but also actively

participate in online commerce

UEB students, for instance, are known for their tech-savvy nature and their

inclination towards online shopping They utilize a wide range of e-commerce platforms

for various needs, from purchasing course materials to everyday consumer goods Theirchoices are driven by a myriad of factors, including convenience, pricing, user interface,and the overall shopping experience Understanding their preferences and decision-

making processes is vital for businesses and policymakers alike

By delving into the factors guiding their platform choices, such a study can provide

invaluable guidance for e-commerce businesses to tailor their strategies, enhance

customer satisfaction, and navigate the competitive landscape Furthermore, it caninform policymakers about the evolving needs of consumers and contribute to thedevelopment of regulations that promote a secure and efficient e-commerce

environment, fostering economic growth and innovation in Vietnam

For the above reasons, the topic “Research on factors affecting the behavior ofchoosing e-commerce platforms in online shopping of UEB students” is conducted

To do that, the study needs to complete these specific missions:

First, identify the factors affecting the behavior of choosing e-commerce platforms

in online shopping of UEB students

Second, quantify the magnitude of the impact of these factors on the behavior ofchoosing e-commerce platforms in online shopping of UEB students

Third, provide proper recommendations and implications for the e-commerceplatforms in Vietnam to attract more student customers

3 Research questions

Corresponding to the proposed research objectives, this topic aims to answer the

following questions:

First, what are the factors affecting the behavior of choosing e-commerce platforms

in online shopping for UEB students?

Second, how do these factors impact the behavior of choosing e-commerce

platforms in the online shopping of UEB students?

Third, what are the recommendations and implications for the e-commerce

platforms in Vietnam to attract more student customers?

4 Research scope

Spatial scope: e-commerce platforms in Vietnam

Time scope: September 2023 to October 2023

Content Scope: studying factors that impact on the behavior of choosing

e-commerce platforms in online shopping of UEB students; recommendations andimplications for the e-commerce platforms in Vietnam to attract more student customers

5 Structure of the topic

This research employs a quantitative method for the objectives First, the author

will review the literature and develop hypotheses and research models Based on theresearch model, the author will develop a research scale and design a correspondingsurvey Research data will be collected through a survey distributed to students at UEB

Research data will be synthesized, encrypted, and analyzed using SPSS software

CHAPTER 1: LITERATURE REVIEW AND ANALYTICAL

and information in the digital domain They act as virtual marketplaces where consumerscan explore product offerings, compare prices, and make informed decisions while

enjoying the convenience of online shopping Furthermore, Chaffey & and Chadwick (2019) underscore the evolutionary nature of e-commerce platforms,highlighting their dynamic and adaptive structures E-commerce platforms continually

Ellis-evolve to meet the changing needs and preferences of consumers and businesses They

incorporate advanced technologies, data analytics, and personalized features to enhanceuser experiences, optimize processes, and foster sustainable growth in the ever-evolvingdigital landscape

In summary, e-commerce platforms encompass integrated digital frameworks that

facilitate online transactions, interactions, and engagements between buyers and sellers.They act as comprehensive online ecosystems, connecting multiple stakeholders and

evolving dynamically to meet the changing needs of the digital marketplace Theseplatforms integrate various components to enable secure and efficient online shopping

experiences for consumers

1.1.2 Online shopping

According to Wolfinbarger & Gilly (2003), online shopping, often referred to aselectronic retailing or e-tailing, can be defined as the process through which consumersengage in browsing, selecting, and purchasing products or services over the Internet It

involves utilizing electronic devices, such as computers, smartphones, or tablets, toaccess virtual stores, view product catalogs, compare offerings, and ultimately make

purchase decisions Similarly, Li, et al (1999) emphasize that online shopping is a unique

consumer behavior characterized by the use of digital platforms for searching andevaluating products, interacting with sellers, and completing transactions Itencompasses a spectrum of activities, from pre-purchase information gathering to the

actual purchase, and may extend to post-purchase evaluations and feedback.Furthermore, Gefen, et al (2003) underscore the convenience and accessibility aspects

of online shopping They define online shopping as a mode of purchasing where

consumers can engage in buying activities anytime and anywhere through

internet-enabled devices It offers an unparalleled level of convenience, allowing consumers toshop without being restricted by geographical or temporal constraints, providing a 24/7shopping experience

All things considered, online shopping, or e-tailing entails the use of digitalplatforms to browse, select, and purchase products or services over the Internet It

encompasses the entire consumer journey, from pre-purchase research to the final

transaction, and may extend to post-purchase interactions This mode of shopping is

characterized by its convenience, accessibility, and the use of electronic devices toengage with virtual stores and make informed purchase decisions

1.1.3 Consumers decision process

The consumer decision process is a comprehensive framework that elucidates the

series of steps individuals undertake when making purchase choices This processinvolves several stages, each influenced by various factors that guide and shape

consumer behavior According to Kotler & Armstrong (2018), there are five main stages

of the consumer decision process

Information Search

Evaluation of Alternatives

Purchase Decision

Post-Purchase Evaluati

Figure 1.1: Consumer decision-making process

Source: Kotler & Armstrong (2018)

The initial stage in the consumer decision process is problem (need) recognition.This occurs when a consumer perceives a need or a problem that can be addressed

through a purchase The need can be triggered by internal stimuli (like hunger or desire

for a new smartphone) or external stimuli (such as advertisements or recommendations)

Following problem recognition, consumers engage in information search During

this stage, they seek information to address the identified need or problem Informationcan be obtained from various sources, including personal experiences, family and

friends, online reviews, advertisements, and expert opinions The extent of informationsearch often depends on the perceived risk associated with the purchase and the

consumer's level of involvement in the decision

The next stage is the evaluation of alternatives, where consumers assess theavailable options based on various criteria such as price, quality, features, brand

reputation, and personal preferences They weigh the pros and cons of each option and

assign importance to different attributes based on their needs and priorities

Following the evaluation, consumers make a purchase decision by choosing onealternative over others This choice is influenced by the consumer's evaluation of theoptions and may be affected by factors such as budget constraints, promotional offers,and the influence of others

After the purchase, consumers engage in post-purchase evaluation This stage

involves assessing whether the chosen product or service meets their expectations If itdoes, it reinforces their satisfaction and enhances brand loyalty If not, it may lead todissatisfaction and potentially influence future purchase decisions or even prompt

returns and negative reviews

It's important to note that these stages are not always followed in a strictly linear

fashion, and consumers might skip stages or revisit them based on the complexity of thepurchase, prior experiences, and other situational factors (Kotler & Armstrong, 2018)

This study is most closely related to the stage of "Evaluation of Alternatives" within

the consumer decision process In the evaluation of alternatives stage, consumers, in thiscase UEB students, assess different e-commerce platforms available to them for onlineshopping They consider various criteria These factors significantly influence their

choice of a specific e-commerce platform

1.2 Theoretical model of consumer decision

1.2.1 Technology Acceptance Model (TAM)

The Technology Acceptance Model (TAM) is a widely recognized theoreticalframework used to analyze and predict user acceptance and adoption of information

technology Developed by Fred Davis in the late 1980s, TAM aims to provide insightsinto the psychological and behavioral aspects that influence an individual's decision toaccept and use a particular technology (Davis, 1989) It has since become a fundamental

tool in understanding user behaviors in various technological contexts

At its core, TAM posits that perceived usefulness (PU) and perceived ease of use(PEOU) significantly influence a person's intention to use and subsequently their actual

use of technology

Perceived Usefulness

Attitude

Toward Using

Actual

System Use

Behavioral

Intention to Use

External

Variables

Source: Davis (1989)

Perceived Usefulness (PU):

Perceived usefulness is the extent to which an individual believes that using aparticular technology will enhance their performance and productivity in achieving

specific goals If a person perceives technology as valuable and advantageous, they aremore likely to accept and use it For instance, in the context of e-commerce platforms, a

user may perceive a platform as useful if it provides convenient and secure transactions,

a wide range of product options, or personalized recommendations that enhance their

shopping experience (Marangunié & Granié, 2015)

Perceived Ease of Use (PEOU):

Perceived ease of use refers to the degree to which a person believes that using thetechnology will be effortless and straightforward If a technology is perceived as easy to

use, individuals are more likely to embrace it A user-friendly interface, intuitive design,

and straightforward processes in an e-commerce platform, for example, can positivelyinfluence the perceived ease of use, thereby encouraging adoption (Marangunié &

Granié, 2015)

TAM suggests that these two key factors, perceived usefulness and perceived ease

of use, directly impact an individual's attitude toward using the technology (Davis,1989) This, in turn, shapes their behavioral intention to use the technology, ultimately

influencing their actual usage behavior (Maranguni¢ & Granié, 2015)

Moreover, TAM emphasizes that external factors can indirectly influence theperceived ease of use and perceived usefulness External variables, such as social

influence, facilitating conditions, and individual characteristics, can shape a person'sperception of a technology (King & He, 2006) For instance, positive feedback frompeers or the availability of support and resources can enhance perceived ease of use,

ultimately impacting the overall acceptance of the technology Researchers haveregularly extended the TAM over time to incorporate additional variables to enhance its

explanatory power These extensions provide a more comprehensive understanding of

the factors influencing technology adoption

1.2.2 Unified Theory of Acceptance and Use of Technology (UTAUT)

The Unified Theory of Acceptance and Use of Technology (UTAUT) is acomprehensive and widely acknowledged theoretical framework that synthesizes

various established models to provide a unified understanding of factors influencingtechnology adoption and use (Venkatesh, et al., 2003) UTAUT aims to offer a more

encompassing model by integrating constructs from various theoretical models UTAUTincorporates four core determinants and moderators that influence user acceptance and

Performance Expectancy (PE):

Performance expectancy refers to the degree to which an individual believes thatusing a specific technology will enhance their job performance or facilitate achievingcertain goals It is analogous to perceived usefulness in TAM If a person perceives that

using technology will improve their productivity, efficiency, or effectiveness, they aremore likely to accept and use it (Chang, 2012; Williams, et al., 2015)

Effort Expectancy (EE):

Effort expectancy is akin to perceived ease of use in TAM It signifies the degree

of ease associated with using a particular technology If a person perceives a technology

as effortless and straightforward to use, they are more likely to accept and integrate it

into their routines (Chang, 2012; Williams, et al., 2015)

Social Influence (SI):

Social influence emphasizes the impact of social factors on an individual's decision

to use a technology It encompasses subjective norms from the Theory of PlannedBehavior and signifies the influence of important individuals or groups, like peers,superiors, or key stakeholders, in shaping the person's technology adoption (Williams,

et al., 2015)

Facilitating Conditions (FC):

Facilitating conditions are the perceived support and resources available to an

individual to facilitate the use of technology This factor encompasses elements such astechnical support, training, and infrastructure If a person perceives that sufficient

resources and support are available, they are more likely to adopt and use the technology(Davis, 1989; Dwivedi, et al., 2011)

Additionally, UTAUT considers some key moderators that influence therelationships between the core determinants and behavioral intention: Gender, Age,

Experience, and Voluntariness

1.3 Literature review

1.3.1 Foreign documents

Sahel, et al (2018) made an effort to look into the variables that affect the websites

that consumers choose while making purchases online As a result, 11 consumer related e-tailers were polled, and the following characteristics were determined:simplicity of use, privacy and security, prior experience, brand image, product diversity,

goods-and customer service The important criteria have been prioritized using the analyticalhierarchical process According to the study, simplicity of use receives 45% of the

weight given to the elements, followed by privacy and security, prior performance,customer service, product variety, and brand image The analytical hierarchical process

synthesis gave an inconsistency level of 7%, which was used in this judgment and isbelow the threshold value of 10%, indicating that the outcome is likely to be valid For

the benefit of e-tailers, the conclusions and consequences have been presented so theymay decide as soon as possible on the functions and features of e-commerce websites

The study of Komalasari, et al (2021) tries to pinpoint the variables that impact

e-commerce customers’ choice to purchase in Greater Jakarta 300 Greater Jakarta

residents between the ages of 19 and 39 who participated in this survey were chosenusing the purposive snowball sampling approach Structural Equation Model (SEM) wasused to examine the gathered data According to this study, perceived risk has a negative

effect on purchase intention, but perceived benefit, trust, and brand image have favorableeffects buy intention, meanwhile, influences e-commerce shoppers’ choice to make a

buy favorably It is significant to highlight that perceived advantage, trust, and brandimage are key influences on purchase intention, which in turn influences buying

behavior By controlling such characteristics, e-commerce businesses may design tactics

to boost client purchase decisions

The study by Zhou & Tong (2022) builds a model of the customer influencing

factors in live streaming e-commerce using the technological acceptance model and themediating influence of emotion Through the use of SPSS and linear multiple regression

models, the study model and associated hypotheses are validated In livestreaming commerce, the study discovered that emotional trust and perceived emotional value may

e-be seen as mediating variables to boost users' buying intentions They have a fullmediating effect on the product and atmosphere and a partial mediating effect on

homogeneity and promotion, identifying the homogeneity of online celebrities Salespromotion may influence consumers’ purchase intentions through the partial mediatingrole of emotional trust and perceived emotional value, while product and atmosphere

brought about by emotional contagion may do so through a full mediating effect

The goal of Ru, et al (2021) is to look at the variables affecting online purchaseintent on a Malaysian e-commerce platform in Johor Bahru In this study, ShopeeMalaysia was chosen as the target e-commerce site, and a few variables from the

Technology Acceptance Model (TAM) and Theory of Planned Behaviour (TPB) wereutilized to examine Shopee users' intentions to make online purchases An individual'sdesire to make an online purchase of a certain commodity or service is known as an

online buy circumstance Therefore, it is critical to examine how the four characteristics

typically affect overall online buying intention in the e-commerce sector E-commerce

is steadily growing in Malaysia, thus online merchants need to know exactly what factorswill make them stand out from the competition and raise online buying intent A sample

of 90 visitors who reside in Johor Bahru and have made purchases through ShopeeMalaysia served as the source of the study's data Partial Least Squares (PLS-SEM) using

SmartPLS version 3 and the Statistical Package for Social Science (SPSS) version 23.0

were used to evaluate the data gathered The results showed that perceived utility and

subjective norm, two factors, positively influence online purchase intention, butperceived ease of use and trust, two other aspects, had no significant influence.Therefore, it is advised that Shopee Malaysia properly use pertinent particular strategies

to improve both those factors and online purchasing intention

Gunawan, et al (2019) tried to determine the variables that affected consumers’

choices when shopping online Brand image, pricing, and trust were the criteria that wereconsidered; they were taken from earlier studies Accidental sampling was used in thequantitative design of the study 117 of the 200 surveys that were distributed torespondents who had made online transactions near Jakarta and Tangerang were

returned SPSS was used to examine the data The outcome demonstrates that brandimage positively impacts consumers’ choice to buy Price and trust, on the other hand,

have no bearing on it The secondary consideration when choosing a product is price

Therefore, a cheaper price does not ensure that internet buying is more convenient.Meanwhile, excellent products on the market and a strong brand image are the

foundation for building trust when making decisions online Target samples and studydisciplines have an impact on such factors

1.3.2 Domestic documents

The major goal of Pham (2020) is to identify the variables that influence

Vietnamese consumers' decisions when shopping for items on e-commerce websites Inthis work, four hypotheses are tested and the theoretical research model is examinedutilizing the quantitative technique The population of Vietnamese e-commerce sites,which included roughly 1,000 respondents, served as the sample To gather primary data

to test the hypotheses, this study employed the questionnaire approach SPSS was used

to analyze the questionnaire's data The findings indicate a relationship between

consumers’ individual preferences for colors and brands and the products they ultimately

choose to purchase on Vietnamese e-commerce websites The brand of the online store

is the most significant element influencing consumer goods purchasers' decisions inVietnam, followed by color and position Respondents with a Master's degree give thesite's color attribute the most attention across all educational groupings, while those with

a Bachelor's degree give the brand attribute more weight Women, respondents with a

PhD over those with a Bachelor's or Master's degree, and foreigners over Vietnamesecustomers all pay significantly more attention to the placement of the objects on thescreen than do males

Tran Hoang Long and partners (2023) tried to identify the variables influencingstudents at Dong Thap University's choice to make an online purchase on Shopee The

authors created a questionnaire and distributed it to 300 Dong Thap University studentswho had made an online purchase on Shopee based on a review of prior studies

Descriptive statistics, Cronbach's Alpha Reliability Test, exploratory factor analysis(EFA), correlation analysis, and multiple regression analysis were utilized in the

research, which was supported by the SPSS22 program The study's findings indicatethat Dong Thap University students’ decisions to make online purchases on Shopee were

influenced by four factors: (1) usability, (2) utility, (3) personal experience, and (4)service quality The Dong Thap University students' decision to shop online on Shopeewas most strongly influenced by the utility in particular

In the research of Nguyén Minh Tuấn and Nguyễn Văn Anh Vũ (2020), theyinvestigate the variables influencing Tiki.vn customers' online purchasing decisions Inparticular, the authors employ scales and data obtained to validate Cronbach alphareliability, Exploratory Factor Analysis, and testing multivariate regression models with

SPSS 20.0 software The author also uses qualitative approaches in conjunction withquantitative research to address difficulties Six elements are proposed by the study

model: The following factors impact customers' online shopping behavior at Tiki.vn:

Awareness of ease of use; Awareness of utility; Trust; Social influence; Benefit; and

Risks The findings of the study indicate that five independent variables have an impact

on how clients at Tiki vn purchase online They are as follows: Awareness of simplicity;

Awareness of utility; Trust; Social influence; and (5) Benefit

The aim of Tạ Van Thanh and Đặng Xuân On (2021) is to find out and assess the

significance of the major variables influencing Generation Z customers' inclination topurchase online To assess the level of online buying, quantitative research was carried

out that included regression analysis, discovery factor, scale reliability testing, and modelfit testing The study's findings indicated that four variables, including cognitive

usefulness, trust, perceived danger, and psychological safety, influence Generation Z'sinclination to purchase online Conclusions and suggestions that might help e-commerce

enterprises improve their business operations

In addition to highlighting the distinctions between Generation Y and Generation

Z, Nguyễn Hồng Quân and Lý Thị Thu Trang (2023) attempted to identify the elements

influencing customers' decisions to select an e-commerce platform when they purchase

in Hanoi Both qualitative and quantitative research methodologies were employed in

the study 434 responses were obtained from the main data, which was gathered usingthe sociological survey technique and analyzed using SPSS 22 Seven elements werediscovered as a result: perceived utility, perceived usability, trust, subjective standards,

website design, perceived risk, and attitude Only the perceived danger component has a

negative effect, and the impression of utility is the most powerful aspect The findingsalso demonstrate that Gen Y and Gen Z differ from one another The authors have alsosuggested a few ways to encourage customers in Hanoi to buy items through an online

marketplace

disparities among various e-commerce platforms This disparity impedes the formulation

of comprehensive recommendations or policies regarding customers' choices of

e-commerce platforms

Secondly, concerning the research subject, most studies do not specifically target

a particular demographic Students constitute a vital link in the current trend of online

shopping They represent a significant portion of consumers and wield an increasinginfluence in shaping the success or failure of different platforms They play a distinctive

role in this perpetually changing environment, serving as pioneers and trendsetters inemerging technologies Their importance must be recognized

Considering the aforementioned reasons, conducting “Research on factors

affecting the behavior of choosing E-commerce platforms in online shopping of UEB

Students” is imperative This research aims to provide fresh data and novel perspectives

on the selection behavior of students, particularly those from the University ofEconomics and Business (UEB), concerning electronic commerce platforms Thisendeavor is essential to inform policy-makers and stakeholders, enabling them to

formulate effective policies and recommendations Such initiatives are vital for fostering

a secure and efficient online commercial environment Additionally, this researchendeavor strives to stimulate economic growth and innovation in Vietnam These

objectives underscore the significance of this study, providing the rationale for itsexecution.

CHAPTER 2: RESEARCH DESIGN

2.1 Research hypotheses and model

they need in a shorter amount of time, they might be more inclined to use it (Moslehpour,

et al., 2018) E-commerce platforms that align with the specific needs and preferences

of students (e.g., offering academic books, tech gadgets, or student discounts) can be

perceived as more useful (Lim, et al., 2016) Furthermore, a platform that integrates wellwith other services (e.g., fast shipping, easy returns, or integration with payment

methods) can be perceived as more useful because it offers a more seamless shoppingexperience, which ultimately increases the probability of students using that platform

The studies of Tran Hoang Long and partners (2023); Nguyén Minh Tuan and Nguyén Van Anh Vũ (2020); Tạ Van Thanh and Dang Xuân Ơn (2021); Nguyễn Hồng Quân and

Lý Thị Thu Trang (2023) also demonstrated a positive relationship between perceivedusefulness and decision to choose an e-commerce platform in the context of Vietnam

2.1.1.2 Perceived Ease of UsePerceived Ease of Use refers to the extent to which individuals believe that using a

particular technology or system will be free from effort and complications (Davis, 1989).When students perceive an e-commerce platform as user-friendly, intuitive, and

effortless to navigate, it reduces the cognitive and logistical barriers associated withonline shopping, making it a more attractive and accessible option Students are more

likely to opt for e-commerce platforms that offer a seamless and hassle-free shopping

experience, as it aligns with their preferences for convenience and efficiency (Arora &Aggarwal, 2018) Perceived ease of use will exhibit a positive impact on consumers’

choices of e-commerce platforms, as it represents their assessment of howstraightforward and accessible these platforms are, ultimately influencing their behaviorand decisions in the realm of online shopping In essence, a user-friendly interface and

ease of navigation are expected to enhance the perceived value and attractiveness of commerce platforms for customers, prompting them to select these platforms as their

e-preferred online shopping destinations (Ashraf, et al., 2016) The research results of

Nguyễn Minh Tuấn and Nguyễn Van Anh Vũ (2020); Tạ Văn Thanh and Đặng Xuân On

(2021); Nguyễn Hồng Quân and Lý Thị Thu Trang (2023) have corroborated the positiveimpact of Perceived Ease of Use

2.1.1.3 Trust

Trust is a fundamental concept in e-commerce, representing the belief that a

particular platform or seller can be relied upon to fulfill promises, deliver qualityproducts, and safeguard sensitive information (Hidayat, et al., 2016) For onlineconsumers, who often have limited prior interactions with online retailers, establishing

trust is paramount in their platform selection process (Choi & Mai, 2018) Trust in

e-commerce is cultivated through various factors, including the platform's reputation,security measures, customer reviews, and transparent policies, (Liew, et al., 2017).When consumers perceive a platform as trustworthy, they are more likely to engage in

transactions, as it mitigates the perceived risks associated with online shopping Thissense of trust instills confidence, reduces uncertainty, and provides assurance that their

online shopping experience will be secure and reliable (Halim & Karami, 2020)

Consequently, Trust will indeed have a positive impact on consumers' choices of

e-commerce platforms, as it reflects their confidence in the platform's integrity, therebysignificantly influencing their online shopping behavior and decisions (Wei, et al., 2019)

In essence, trust acts as a linchpin in the decision-making process, as customers gravitatetowards e-commerce platforms that foster a sense of security and reliability, factors thatare essential in the online shopping landscape where trust is the bridge between

consumers and digital merchants The studies of Tran Hoang Long and partner (2023);

Nguyễn Minh Tuấn and Nguyễn Văn Anh Vũ (2020); Tạ Văn Thành and Đặng Xuân On(2021) also confirmed the positive correlation between Trust and decision to choose ane-commerce platform

2.1.1.4 Subjective Norm

Subjective Norm, in the context of this study, refers to the extent to which

consumers believe that their peers, friends, or social circles endorse or support a

particular e-commerce platform for online shopping (Halim & Karami, 2020) Forconsumers, who are likely to engage in frequent discussions and information sharingabout their online shopping experiences with peers, the opinions and recommendations

of their social network carry significant weight in their decision-making process(Kaushik, et al., 2018) Positive subjective norms can create a bandwagon effect, wherestudents are motivated to align their choices with those of their peers to gain socialapproval and conformity (Yulianita, 2018) Moreover, recommendations from trustedpeers can serve as valuable endorsements, reducing uncertainty and perceived riskassociated with choosing an e-commerce platform Therefore, Subjective Norm plays apivotal role in influencing consumer choices of e-commerce platforms, as it reflects the

power of social influence and peer recommendations in shaping their online shoppingbehavior and decisions Students are likely to favor e-commerce platforms that are well-

regarded within their social circles, as the subjective norm acts as a persuasive force,

driving them to select platforms endorsed by peers and fostering a sense of belongingand conformity in online shopping The research of Nguyén Minh Tuan and Nguyén Van

Anh Vũ (2020); Ta Van Thanh and Dang Xuân On (2021) have also proved this.

2.1.1.5 Perceived RiskPerceived risk encompasses the apprehensions and concerns that consumers may

have regarding potential pitfalls associated with a specific e-commerce platform, such

as concerns about product quality, security of financial transactions, privacy of personal

information, or delivery reliability (Wei, et al., 2018) The level of perceived riskassociated with an e-commerce platform significantly influences consumers’ decision-

making process High perceived risks can act as deterrents, causing consumers to hesitate

or opt for alternative platforms that appear safer and more trustworthy (ALraja & Aref,2015) Reducing perceived risks is essential for e-commerce platforms seeking to attract

customers, as mitigating these concerns is crucial in positively shaping their online

shopping behavior and decisions Ultimately, in the competitive landscape of commerce, minimizing perceived risks is a key strategy for platforms to gain the trustand confidence of consumers, fostering a safer and more appealing environment for their

e-online shopping endeavors (Tzavlopoulos, et al., 2019)

The hypotheses are presented as followed:

HI: Perceived usefulness has a positive impact on UEB students' decision to

choose an e-commerce platform

H2: Perceived ease of use has a positive impact on UEB students' decision tochoose an e-commerce platform

H3: Trust has a positive impact on UEB students' decision to choose an commerce platform

e-H4: Subjective Norm has a positive impact on UEB students' decision to choose ane-commerce platform.

H5: Perceived Risk has a negative impact on UEB students' decision to choose an

e-commerce platform

2.1.2 Proposed research model

To test the aforementioned hypotheses, the research model is proposed as followed:

Based on the related theoretical model and the reviewed literatures, measurement

scales are developed as followed:

Perceived Usefulness

The e-commerce platform provides a lot ofPUI

useful information

Tran Hoang Long and

PU2 The e-commerce platform is always | partners (2023); Nguyễn

available for ordering Minh Tuan and Nguyén

Van Anh Vũ (2020); TạThe e-commerce platform is designed to be

PU3 Van Thanh and Dang

convenient for ordering

-Xuân Ơn (2021); Nguyễn PU4 The e-commerce platform helps compare Hồng Quân and Lý Thị

products more easily Thu Trang (2023)

PUS | The e-commerce offers many promotions

Perceived Ease of Use

Using the e-commerce platform to order is

PEUI

simple and easy to do Trần Hoàng Long and

I can easily find the necessary information partners (2023); Nguyen PEU2 |on the interface of the e-commerce | Minh Tuan and Nguyen

platform Van Anh Vii (2020); Ta

Van Thanh and DangPEU3 Ican easily use the services available on the Xuân Ơn (2021); Nguyễn

e-commerce platform Hồng Quân and Lý Thi

It is easy to access the e-commerce Thu Trang (2023)

PEU4

platform

The functions of the e-commerce platform

Trân Hoàng Long and

TR2_ | The e-commerce platform is trustworthy partners (2023); Nguyén

Minh Tuan and NguyễnThe e-commerce platform implements the

TR3 Van Anh Vii (2020); Ta

commitment terms

Van Thanh and Dang

TRA Information and product reviews on e- | Xuân Ơn (2021); Nguyễn

commerce platforms are reliable Hồng Quân and Lý Thi

SNI My acquaintances think I should shop at the | Trần Hoàng Long and

e-commerce platform partners (2023); Nguyén

Minh Tuan and Nguyén

My friends think I should shop on the SN2 Van Anh Vii (2020); Ta

e-commerce platform

‘Van Thanh and Dang

Online community reviews influence my | Xuân Ơn (2021); Nguyễn SN3 online purchases on the e-commerce Hồng Quân and Lý Thi

platform Thu Trang (2023)

A lot of information suggests buying at SN4

e-commerce platforms

SNS I see advertisement suggesting to buy at

e-commerce platforms

Perceived Risk

PRI My personal information could be stolen

when shopping online Tran Hoang Long and

l l l partners (2023); NguyễnPR2 Processing and delivery take a lot of time '

Minh Tuan and NguyénPR3 It is difficult to evaluate product quality | Văn Anh Vũ (2020); Tạ

when shopping online Van Thanh and Dang

Xuân Ơn (2021); NguyễnPR4 | Products may not be as good as advertised R :

Hong Quân and Lý Thị

on the website

Thu Trang (2023)

PRS Issues that arise are handled very slowly

Choose e-commerce platform

gp! I decided to use e-commerce platform in the

future Tran Hoang Long and

partners (2023); Nguyén

Qp2 I will use the e-commerce platform in my |_ Minh Tuấn and Nguyễn

daily life Van Anh Vũ (2020); Tạ

l l Văn Thành and Đặng

I decided to continue using the ecommerce QD3 Xuân Ơn (2021); Nguyễn

-platform regularly

I will introduce the e-commerce platform to Hong Quân and Lý Thị

aps people around me Thu Trang (2023)

aps I will gradually switch from traditional

shopping to e-commerce platforms

Source: Author

2.3 Methodology

2.3.1 Data collection method

2.3.1.1 Secondary data collection

Secondary data in this article includes information sources from online newspapers,

research companies, and scientific journals These data sources are collected to supportthe process of establishing research problems and building the theoretical basis of thestudy

2.3.1.2 Primary data collection

Online Survey Method:

For the online survey method, the author will employ an online questionnaire

format hosted on the Google Forms platform The survey questionnaire is administered

in both English and Vietnamese, as the target participants of the survey include bothVietnamese and international students at the UEB This ensures that the survey is easily

comprehensible, accessible, and quick to respond to for all participants, regardless oftheir language background This approach offers several advantages, including easy

accessibility and convenience for respondents The author will distribute the survey linkelectronically, primarily via email or through various social media channels, to the

intended participants

Before administering the online survey, the author will provide a comprehensiveintroduction to the study, clearly explaining the survey's objectives and assuring

respondents of the confidentiality of their data This introduction will help participantsunderstand the context and purpose of the survey, fostering their cooperation

The online survey method offers participants the flexibility to complete the

questionnaire at their convenience, reducing potential disruptions to their daily routines

and work commitments This method is particularly advantageous for reaching savvy and digitally connected individuals

tech-Face-to-Face Survey Method:

Recognizing the diverse preferences among potential participants, the author willalso integrate a face-to-face survey distribution method This method will cater to

individuals who may not have easy access to digital platforms or who prefer a morepersonal interaction

The printed survey forms will be meticulously designed to mirror the content andstructure of the online questionnaire, ensuring consistency in data collection These

paper surveys will be distributed directly to the subjects, allowing them to complete thesurvey in a more traditional, physical format

This dual approach, combining both online and face-to-face survey methods, aims

to maximize the inclusivity of the study, ensuring that a wide range of potential

participants can engage in the research, regardless of their technological preferences orconstraints

2.3.1.3 Sample design and sampling methods

This study chose a non-probability convenience sampling method To ensure the

research has statistical significance, it is necessary to ensure the survey sample isrepresentative of the population Previous studies such as that of author Hair, et al (1998)

have stated that to conduct a successful EFA exploratory factor analysis, it is necessary

to ensure that the number of samples will be exponentially proportional to the number

of questions Survey questions at a ratio of 5:1 This means that for every 1 surveyquestion asked, at least 5 research samples are needed Sampling is also done using many

different methods such as using the online Google form tool, sending questionnairesthrough the email system, and conducting surveys directly to respondents The survey is

conducted based on the principle of obtaining the maximum number of samples possible.The study has proposed an analytical framework with 5 factors, with these 5 factors the

project used a total of 30 survey questions Thus, according to the principles of Hair et

al (1988), the minimum number of survey samples must be 5*30 = 150 samples to

ensure the representativeness of the whole

In addition to conducting exploratory factor analysis, the project also conducted a

regression analysis to find the impact of factors on businesses’ digital transformation.According to author Tabachnick (1996), the number of samples must be guaranteed

according to the principle of sample size n > 50 + 8p with 8 being the number of concepts

of the model So it can be seen that, according to Tabachinick (1996), the number of

samples for the project must also be guaranteed to be equal to 50 + 8*5 = 90 samples.Author Roger (2006) also pointed out that for experimental studies, the minimumnumber of samples that need to be used ranges from 150 to 200 samples

To minimize errors in the survey sample selection process, it is optimal to collect

as many surveyed results as possible within allowable conditions to increase therepresentativeness of the population Therefore, the survey topic is 250 votes