Impacts Of Shopping App On Online Buying Behaviors Of Students In Private Universities In Ho Chi Minh, Vietnam: Case Of Lazada App

Abstract

Shopping apps are strongly making a certain influence on customer buying behavior in the e-commerce era. This research focuses on seeking what factors are influencing customers' online buying behavior and there are six factors: Perception of usefulness, Perceived ease of use, App design, Payment system, Epistemic and External influence were found out. Taking Lazada as a case study, the results show that the Payment system and External influence were removed when reaching the SEM model. Meanwhile, the App design and Epistemic are the two technology-oriented factors that have the most impact on online buying behavior through the intermediate variable of Purchasing intention. For the future researches, there are many other factors can be added to research or applying in another e-commerce enterprise in Viet Nam.