Factors influencing the online shopping decision of young customers in Ho Chi Minh City in the context of the rapid growth of e-commerce
Published: August 2, 2026
Abstract
As e-commerce is rapidly growing, there are presumptions that online shopping has overtaken in-store shopping. This study is to explore the factors influencing the online shopping decision when online shopping is a trend in the fashion retailing industry. This study also proposes some recommendations for fashion retailers. The study finds out that there are five factors affecting the online shopping decision of young customers in Ho Chi Minh City. These factors are Product experience, Hedonic value, Customer service, Affective commitment and Price.
Anic, I. D., & Radas, S. (2006). The impact of situational factors on purchasing outcomes in the Croatian hypermarket retailer. Ekonomski pregled, 57(11), 730-752.
2.
Bauerová, R., & Kopřivová, V. (2021). Customers choice of purchasing channel: Do channel characteristic, brand, and loyalty matter when shopping in hybrid retailers? Sustainability, 13(5), 1-18.
3.
Hoàng Trọng & Chu Nguyễn Mộng Ngọc. (2008). Phân tích dữ liệu nghiên cứu với SPSS. Hà Nội: Nhà xuất bản Hồng Đức.
4.
Lewison, D. M. (1996). Retailing. USA: Macmillan College Publishing Company.
5.
Reinartz, W., & Imschloß, M. (2017). From point of sale to point of need: How digital technology is transforming retailing. The Future of Retailing, 9(1), 42-47.
6.
Srivastava, S., & Barmola, K. (2010). The role of consumer behaviour in present marketing management scenario. Productivity, 51(3), 268-275.
7.
Trung tâm Nghiên cứu CSI. (2020). Báo cáo ngành bán lẻ Việt Nam. Truy cập tại: https://vncsi.com.vn/BAO-CAO-NGANH-BAN-LE-VIET-NAM_64839.html?lang=vn
8.
Titus, P. A., & Everett, P. B. (1995). The consumer retail search process: A conceptual model and research agenda. Journal of the Academy of Marketing Science, 23(2), 106-119.
9.
Vrechopoulos, A. P., O'Keefe, R. M., Doukidis, G. I., & Siomkos, G. J. (2004). Virtual store layout: An experimental comparison in the context of grocery retail. Journal of Retailing, 80(1), 13-22.
10.
Waguespack, B., & Hyman, M. (1993). Consumer behavior: Still normative after all these years. In Advances in Marketing (SWMA Conference Proceedings) (McKee et al., eds.), pp. 29-35. Baton Rouge, LA: Louisiana State University.
