International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12
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 Volume 11, Issue 11 (November 2024), Pages: 231-239

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 Original Research Paper

Research on factors influencing young consumers' decision to choose an e-commerce platform in the Red River Delta region

 Author(s): 

 Nguyen Hung Cương, The Tuan Tran *

 Affiliation(s):

 Department of Economics Transport, University of Transport Technology, Hanoi, Vietnam

 Full text

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 * Corresponding Author. 

  Corresponding author's ORCID profile: https://orcid.org/0000-0001-7901-2060

 Digital Object Identifier (DOI)

 https://doi.org/10.21833/ijaas.2024.11.024

 Abstract

This article investigates the factors influencing young consumers' choice of e-commerce platforms when shopping in the Red River Delta region. The authors propose a research model with six key factors: risk awareness, perceived usefulness, sales policies, interface and user experience, price, and user reviews. A quantitative approach was used, surveying 221 young consumers, and data was analyzed using structural equation modeling (SEM). The results show that four out of the six factors significantly influence young consumers' decisions: price (61.9%), interface and user experience (17.6%), sales policies (15.1%), and risk awareness (12%). Together, these four factors account for 89.7% of the variance in young consumers' decisions to select an e-commerce platform. Price was identified as the most influential factor, followed by interface and user experience, sales policies, and risk awareness.

 © 2024 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 E-commerce platforms, Young consumers, Decision-making factors, Structural equation modeling, Red River Delta region

 Article history

 Received 12 May 2024, Received in revised form 15 September 2024, Accepted 10 November 2024

 Acknowledgment

No Acknowledgment.

 Compliance with ethical standards

 Ethical considerations

All participants provided informed consent, and their responses were anonymized to ensure confidentiality.

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Cương NH and Tran TT (2024). Research on factors influencing young consumers' decision to choose an e-commerce platform in the Red River Delta region. International Journal of Advanced and Applied Sciences, 11(11): 231-239

 Permanent Link to this page

 Figures

 Fig. 1 Fig. 2 Fig. 3 Fig. 4 

 Tables

 Table 1 Table 2 Table 3 Table 4 Table 5 Table 6 Table 7 Table 8 Table 9 Table 10 Table 11 

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