Examining changes in consumers’ online shopping behavior in Da Nang City

Abstract

This study employs data collected from 400 survey respondents and analyzed using SPSS 26.0, with techniques including Cronbach’s Alpha, exploratory factor analysis (EFA), correlation analysis, and multiple regression. The findings identify three factors that directly influence changes in the online shopping behavior of residents in Da Nang: perceived usefulness, perceived risk, and reliability. Based on these results, the study offers policy implications to help businesses better understand consumer trends, develop appropriate business strategies, increase sales revenue, and contribute to economic growth.