Factors Influencing the Choice of E-Commerce Platforms for Shopping among Vietnamese University Students: a Case Study in Can Tho City

This research, based on the UTAUT2 theoretical model and a survey of 286 university students in Can Tho city who have engaged in e-commerce shopping, employs quantitative research methods, including descriptive statistics, reliability testing, exploratory factor analysis, and linear regression modeling, to investigate the factors influencing the choice of E-commerce platforms among Vietnamese university students. The study identifies six key factors affecting platform selection: Performance Expectancy, Perceived Effort Expectancy, Social Influence, Motive of Enjoyment, Perceived Cost Value, and Habitual Behavior. Moreover, all six factors have a positive impact on the choice of E-commerce platforms. These findings provide valuable insights for e-commerce platforms to tailor their services and marketing strategies to attract and retain Vietnamese university students as customers. The research contributes essential knowledge to the field of e-commerce and consumer behavior in Vietnam, benefiting businesses targeting this significant consumer segment.