Factors affecting the shopping behavior on social networks of social network users in Dong Nai Province
Published: August 1, 2026
Abstract
This study is conducted to examine the predictive factors affecting the shopping behavior on social networks of social network users in Dong Nai province. The study’s data is collected through a face-to-face questionnaire survey and Google Form with 300 respondents mainly at universities. Multiple regression analysis with SPSS software is used to analyze the data. The study finds out that the perceived usage, web interaction and trust positively and significantly affect the shopping behavior of social network users on social networks. However, the factor of e-service quality cannot be used to predict the shopping behavior of social network users. The study’s results reveal that the trust factor has the strongest predictor of online shopping behavior on social networks.
Keywords
online shoppingsocial mediaconsumerDong Nai province
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