TẠP CHÍ CÔNG THƯƠNG ĐIỆN TỬ - CƠ QUAN THÔNG TIN LÝ LUẬN CỦA BỘ CÔNG THƯƠNG
Tạp chí Công Thương - Các kết quả nghiên cứu
Quay về Tạp chí Công Thương
e-ISSN 3093-3994
ISSN 0866-7756
DOI: 10.62831
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Issue: Số 19 - Tháng 7 - 2026 Quản trị - Quản lý

Factors affecting the personalization of students’ online shopping experiences in Ho Chi Minh City

Published: August 10, 2026

Abstract

Abstract: This study investigates the factors affecting the personalization of students’ online shopping experiences in Ho Chi Minh City based on the Stimulus - Organism - Response theory. Using a mixed-methods approach that combines qualitative and quantitative research, data were collected from 281 students and analyzed through Cronbach’s Alpha, exploratory factor analysis, confirmatory factor analysis, and structural equation modeling using AMOS 24.0. The results show that four factors have significant positive effects on personalized shopping experiences: privacy awareness, customer data, personalization technology, and online trust, with privacy awareness exerting the strongest influence. The model explains part of the variation in the dependent variable. The findings emphasize the importance of balancing personalization and privacy protection in Vietnam’s e-commerce environment and provide practical managerial implications for e-commerce platforms.
Keywords
experience personalization online shopping e-commerce

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