Các yếu tố ảnh hưởng đến hành vi mua sắm trực tuyến của sinh viên Trường Đại học Lâm nghiệp phân hiệu Đồng Nai

The pervasive nature of information technology has propelled the surge in online shopping, particularly among the youth demographic, including students at Vietnam National University of Forestry - Dong Nai Campus. Through a quantitative analysis encompassing data from 220 student online shoppers, this study utilized reliability indices, scales, exploratory factor analysis, regression techniques, and model fit testing to unearth four pivotal factors influencing their online shopping conduct: (1) perceived ease of use, (2) usefulness, (3) price, and (4) benefit motivation. Drawing upon these insights, the research offers recommendations for administrators to enhance their online business strategies and marketing endeavors. Keywords: Online Shopping, Exploratory Factors, Students, Influential Factors.