This research is to analyze the effects of determinants on online shopping behavior of the youth in Can Tho City. Three determinants of online shopping behavior were assessed in this study, including Perceived Benefit; Domain Specific Innovativeness; Shopping Orientation. The data was collected from 160 young customers living in Can Tho by non-probability sampling method, specifically the snowball sampling method. The collected data were analyzed by using SPSS software. Cronbach’s testing, linear regression analysis, and descriptive statistics were used to analyse data. The results show that only Domain Specific Innovativeness has significantly positive effects on customer online shopping behavior, the study did not find any supporting evidence for significant impacts of Perceived Benefit and Shopping Orientation on online shopping behavior of young customers.
Tạp chí: International Interdisciplinary Congress of Women in Science, "Diversity, Careers, Interdisciplinarity", January 13-14, 2023, Venue: Sivas Cumhuriyet University, Sivas, Türkiye, in partnership with Association of Women in Science- BİLKADER
Tạp chí khoa học Trường Đại học Cần Thơ
Lầu 4, Nhà Điều Hành, Khu II, đường 3/2, P. Xuân Khánh, Q. Ninh Kiều, TP. Cần Thơ
Điện thoại: (0292) 3 872 157; Email: tapchidhct@ctu.edu.vn
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