Abstract
This article studies some elements affecting purchasing behavior of online customers at SENDO e-commerce trading platform. The author surveyed, collected data on 280 customers, then analyzed and verified the obtained data using Cronbach’s Alpha reliability analysis method, exploratory factor analysis (EFA), and tested the multivariable regression model by SPSS software. The results show that factors affecting online purchasing behavior of customers at the SENDO e-commerce trading platform include: the easy-to-use interface of the platform, the benefits of shopping at the SENDO e-commerce, the reliability of the SENDO e-commerce trading platform, externalities,the safety and security of the SENDO e-commerce trading platform. The results of the article contribute to the expansion of theoretical research on online purchasing behavior and give some recommendations to help SENDO attract more customers to shop online.
Keywords: Influential factors, buying behavior, buying online, sendo.
JEL classification: L8; L81.
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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
