FACTORS AFFECIG ONLINE SHOPPING BEHAVIOR ON FACEBOOK OF THE CUSTOMERS IN HO CHI MINH CITY

Abstract

Today, with the growth of the Internet and the proportion of people using smart devices such as tablets and phones, it has led to the development of social networking, the most typical of which is Facebook. Facebook social networking is a platform of e-commerce. This allows customers to actively participate in the market and access a large number of goods and services in a short period of time. The tremendous impact of Facebook's social networking has not only affected business operations but also changed the way consumers behaved.This research proposes 6 factors effecting online shopping behavior on Facebook of the customers in Ho Chi Minh city. These are trust in the product, trust in community effects, refund policy, seller’s credibility, the convenience, livestream-online marketing.

By evaluating the reliability of the Cronbach’s Alpha Measures Scale, Exploratory Factor Analysis (EFA) and verifying the assumption. The results shows in 6 factors mentioned, all of them cause impact on customer behavior