Factors Affecting Students' Online Shopping Behavior on Mobile Applications - Case Studies at Universities in Hanoi City

ABSTRACT: The purpose of the study is to evaluate the factors affecting the online shopping behavior of students on mobile applications to have more scientific basis in the field of consumer behavior research, through which businesses can invest in developing mobile applications in the strategy of building retail systems and policies of enterprises. The study evaluates the factors, namely perceived usefulness, perceived ease of use, trust, perceived risk, perceived behavioral control, and convenience of online shopping applications. The research results show that trust is considered the factor with the most positive impact on online shopping behavior on mobile applications of students in Hanoi, the factor of perceived behavioral control has the second largest impact, while perceived risk is the only factor in the model that has a negative impact on online shopping behavior of students through mobile applications. From the research results, the author has made implications to help application developers, mobile marketing managers, mobile product and service providers have more scientific basis to make decisions related to the development of mobile applications, aiming to promote online shopping behavior of students on mobile applications.