Abstract
The study aims to analyze the factors affecting consumers’ online shopping behaviors in An Giang province. By choosing convenience sampling, the research data was collected from 195 consumers in 11 districts, towns and cities in An Giang. The analytical methods include acceptable Cronbach’s alpha coefficient for a particular scale, exploratory factor analysis and multivariate regression. The research results show that there are three factors that have positive impacts on online consumers’ shopping behaviors, with decreasing magnitude as (1) Hedonic motivations, (2) Psychological factors, and (3) Perceived advantages. Perceived risks have a negative impact on online consumer behavior. Finally, the study proposes recommendations that can help online businesses improve their business activities on the Internet.
Keywords: consumer behavior; influencing factors; online shopping.
JEL classification: L81; D11; D12.
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
