The factors influencing students' shopping application usage behavior at Tra Vinh University
Published: July 25, 2026
Abstract
This study investigates the factors influencing students' shopping application usage behavior at Tra Vinh University. Drawing from established theoretical frameworks and a review of relevant domestic and international literature, the study develops a proposed research model and hypotheses. Data were collected from 207 students and analyzed using a multivariate regression model. The findings reveal that five key factors significantly impact shopping app usage behavior: Application Quality (b = 0.395), Application Advertising (b = 0.280), Product Quality (b = 0.248), Privacy (b = 0.139), and Trust (b = 0.096). These results offer valuable managerial implications for improving the quality and effectiveness of shopping applications tailored to student users.
Keywords
behaviorapp usageshopping appTra Vinh University
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