Số phát hành: Số 6 - Tháng 3 - 2026Quản trị - Quản lý
Determinants of Generation Z’s online shopping behavior on Shopee: Evidence from Ho Chi Minh City
Xuất bản: tháng 8 3, 2026
Tóm tắt
The rapid expansion of e-commerce in Vietnam has profoundly reshaped consumer purchasing behavior, particularly among Generation Z. This study examines the factors influencing online purchasing decisions of Gen Z consumers in Ho Chi Minh City. Grounded in the Theory of Planned Behavior and supplemented by technology-related constructs, the study analyzes the effects of price, trust, perceived risk, subjective norms, perceived ease of use, and perceived usefulness on purchase intention and actual purchasing behavior. A quantitative approach employing regression analysis is used to assess the relationships among these variables. The findings offer empirical insights into the online shopping behavior of Gen Z and contribute to a deeper understanding of consumer decision-making in the digital marketplace.
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