Factors affecting to the decision to use shopee’s online shopping service: A research in Ho Chi Minh City

Abstract

The results of this scientific study are intended to identify factors which affect the decision to use Shopee's online shopping service. The research results showed that there were 5 factors which affected the decision of customers’ usage of the service’s products: price, reliability, risk level, responsiveness and website design. The study was conducted with a survey of 219 people and 24 observed variables in order to identify the factors affecting the decision to use online shopping services at the Shopee system. The results of this study had achieved 03 objectives: First, identified factors affecting the decision to use Shopee’s online shopping services; Secondly, determined the priority order of the impact level of factors affecting the decision to use Shopee's online shopping service; Thirdly, proposed solutions to improve the need to use Shopee’s online shopping’s products in particular and e-commerce businesses in Vietnam in general in the future.