Factors affecting the online shopping intention of gen z consumers in bien hoa city

NGUYEN THI KIM HIEP

Faculty of Administration and International Economic

Lac Hong University

Nowadays, the strong development of telecommunications networks and technology has brought knowledge and increased the convenience for consumers. Online shopping has become more popular than ever before for consumers in general and Gen Z consumers in particular. This study explores the factors affecting the online shopping decision of Gen Z consumers. The study finds out that there are three factors including 1) Reputation level, (2) Perceived usefulness and (3) Safety affecting the online shopping decision of Gen Z consumers living in Bien Hoa city. Based on the study’s results, some policy implications and strategic solutions are proposed to help online businesses improve their performance.