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All Journal International Journal of Business, Management and Economics KEYNESIA : INTERNATIONAL JOURNAL OF ECONOMY AND BUSINESS
Le Tan, Trinh
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Research on Factors Affecting Customers' Shopping Behavior on E-Commerce Exchanges during the Covid-19 Pandemic Le Tan, Trinh; Hieu, Phan Thanh; Van, Nguyen Thi Thao; Linh, Do Thuy; Hung, Nguyen Nguyen Phuc; Duyen, Do Thi My
International Journal of Business, Management and Economics Vol. 2 No. 4 (2021): International Journal of Business, Management and Economics
Publisher : Training & Research Institute - Jeramba Ilmu Sukses (TRI-JIS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijbme.v2i4.440

Abstract

The article’s objective was to investigate the factors that affected customers' shopping behavior on e-commerce exchanges during the COVID-19 pandemic in Da Nang city. During the pandemic, in-store purchases are extremely difficult, and further research into e-commerce issues will attract more customers to online stores, and e-commerce platforms will become more common. Because of this, research is being conducted in order to address the aforementioned issues. In our research, we utilize qualitative research to build up hypotheses. A structured questionnaire with five-point Likert scales was distributed among 203 participants in Da Nang city (students, housewives, freelance businessmen) in order to collect data for the quantitative research The analysis technique, first is to test the reliability and validity of the instrument used, then the EFA discovery factor analysis, Pearson correlation and multiple regression analysis are performed. The research reveals that four variables influence buying on e-commerce exchanges: Payment method, Convenience, Trust factor, and Product variety, in which Payment method having the most impact. The study is important for e-commerce firms to improve their sales strategies in order to better fulfill the demands of their customers throughout the Covid-19 pandemic.
Impact of social media advertising features on Vietnamese gen z’s online shopping intentions Le Tan, Trinh; Xuat, Ngo Tran; Trang, Dao Thi Dai; Tri, Nguyen Duc; Tai, Mai Xuan
Keynesia : International Journal of Economy and Business Vol. 3 No. 1 (2024): Keynesia: International Journal of Economics and Business
Publisher : ARKA INSTITUTE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55904/keynesia.v3i1.257

Abstract

The growing use of social media has fundamentally transformed the advertising landscape, particularly among youngsters. Understanding the elements that drive online purchase intentions is critical for firms catering to this population. The purpose of this research is to study the impact of social media advertising features on Vietnamese GenZ’s online shopping intentions. (Which examines the theories of source informativeness (INF), Interactivity (INT), Interesting (IR), Viral (VR), Credibility (CRE), Entertainment (ENT) and builds structural models (SEM) with high accuracy.An online survey evaluated the impact of social media advertising features on Vietnamese GenZ’s online shopping intentions. The minimum sample size for this study will be 197 (n=197) by using Google Form. Through the data, CFA and SEM will be conducted by using AMOS software and SPSS. Reliability statistics of the scale will be conducted by using Cronbach's Alpha, EFA and CFA. The result showed that viral advertising significantly impacts consumer behavior by enhancing interest, credibility, and purchasing decisions through widespread content sharing, which increases trust and perceived product quality. The strong interaction between informativeness, virality, and viewer engagement, with virality having the most substantial effect, highlights its critical role in influencing purchase decisions and customer engagement.
Co-Authors Duyen, Do Thi My Hieu, Phan Thanh Hung, Nguyen Nguyen Phuc Linh, Do Thuy Tai, Mai Xuan Trang, Dao Thi Dai Tri, Nguyen Duc Van, Nguyen Thi Thao Xuat, Ngo Tran