Study on Online Shopping Intention of Consumers on Shopee E-Commerce Site on Phan Thiet City
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Abstract
The objective of this study is to identify factors that influence consumers’ online shopping intentions on the Shopee e-commerce site in Phan Thiet city. The study surveyed 250 consumers and applied an exploratory factor analysis model. The research results reveal four factors that influence online shopping intentions on Shopee, ranked from highest to lowest as follows: (1) social influence (XH), (2) benefit perception (LI), (3) interest-driven motivation (TT), and (4) risk perception (RR).
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