Online Shopping Decision Of Gen Z Students In Vietnam Part 2_Research Result

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Quang Hung LE , Ngoc Cuong NGO , Thi Hoai Phuong TRAN

Abstract

With study part 1 is to determine the Online shopping decision of Gen z students in Vietnam_Part 1: Literature review, this study presents part 2, which is building a model, testing and proposing implications for improving the Online shopping decision of Gen z students in Vietnam. Research sample information was collected by convenience sample selection and by online survey technique. Questionnaires will be distributed to 350 students of universities: Hutech University, Ho Chi Minh City Economics and Finance, Van Lang, Van Hien. Data were analyzed by Cronbach's Alpha, EFA, CFA and SEM in order to test hypotheses and build models of factors affecting the Online shopping decision of Generation Z students in Vietnam. The results of the study show that factors such as Usefulness, Ease of use, Trust, Awareness, Impact along with the Attitude of Gen Z students in Vietnam factor have a positive influence on the Online shopping decision of Gen Z students in Vietnam. Further studies apply this research model to measure the impact of factors on the Online shopping decision of Gen z students as well as propose some managerial implications to help businesses and retailers meet the needs of Gen Z students.

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