FACTORS AFFECTING ONLINE BUYING ACTIVITIES OF CUSTOMERS AT TIKI.VN

Abstract

This paper researches the factors affecting online shopping behavior of customers at Tiki.vn. The author uses qualitative methods in combination with quantitative research to solve problems, specifically using scales and data collected to verify Cronbach alpha reliability, Exploratory Factor Analysis, and testing multivariate regression models through SPSS 20.0 software. The research model proposes six factors: (1) Awareness of ease of use, (2) Awareness of usefulness, (3) Trust, (4) Social influence, (5) Benefit, (6) Risks, affecting customers online purchasing behavior at Tiki.vn. The results of research show that there are five independent variables which affect the online shopping behavior of customers at Tiki.vn. They are: (1) Awareness of ease of use, (2) Awareness of usefulness, (3) Trust, (4) Social influence, (5) Benefit