Research factors affecting online shopping decisions of consumers in dong nai province

Nguyen Van Dung1*, Luu Ngoc Liem1

, Huynh Cong Danh2
1Lac Hong University, No.10, Huynh Van Nghe St., Buu Long ward, Bien Hoa city, Dong Nai, Vietnam
2Thu Dau Mot University, No. 6, Tran Van on street, Phu Hoa ward, Thu Dau Mot city, Binh Duong province, Vietnam
*Corresponding Author: nvdung@lhu.edu.vn

ABSTRACT
This study examines the factors affecting the online shopping behavior of consumers in Dong Nai province. The study used convenience sampling method with 305 votes (after eliminating 45 votes unrelated to online shopping) to evaluate the scale through Cronbach's Alpha reliability coefficient, exploratory factor analysis EFA, linear regression analysis, hypothesis testing. Research results show that there are 4 factors (the factor "Online shopping fraud" is not significant due to sig>0.05) affecting online shopping behavior of consumers in Dong Nai: “Convenience”, “Transaction Method”, “Safety” and “Quality”. Through the research results, the author suggests policies for online business organizations to pay attention to the impacts on consumers' online shopping behavior in Dong Nai province.