Factors Affecting Consumers' Purchasing Decisions on Shopee in Hanoi, Vietnam


  • Nguyen Tien Minh
  • Nguyen Duc Duong
  • Nguyen Thi Thu Ha


This study aims to determine the factors affecting the shopping decision of Shopee consumers in Hanoi. Research data was collected from 479 consumers. The method of exploratory factor analysis EFA, multiple regression analysis, and testing the difference in consumers' shopping decisions on Shopee in Hanoi are shown. The research results have shown that perceived risk, usefulness, enjoyment, trust, price expectation, ease of use, and sociability influence consumers’ decision to continue purchasing on Shopee. Perceived usefulness and perceived risk have the most significant impact on online purchasing decisions. The article also proposes recommendations to improve consumers' buying decisions on Shopee.