Global Journal of Economic and Finance Research

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.

online shopping behavior, e-commerce, mobile commerce, mobile applications, Hanoi.

1. Ajzen, I. & Fishbein, M., (1975), “Belief, attitude, intention and behavior: An introduction to theory and research”, Reading, MA: Addison-Wesley.
2. Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior, Englewood Cliffs, NJ: Prentice-Hall.
3. Ajzen, I. (1985), From intentions to action: A theory of planned behavior. In J. Kuhl & J. Beckman (Eds.), Action control: From cognitions to behaviors,  New York: Springer Google Scholar, pp. 11–39.
4. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179–211.
5. Ajzen, I. (2002). Perceived Behavioral Control, Self-Efficacy, Locus of Control, and the Theory of Planned Behavior 1. Journal of Applied Social Psychology, 32(4), 665–683.
6. JamesL.Brock et al. (2012), “Perceived benefits, perceived risk, and trust influnces on consumers’ group buying behaviour”, asia Pacific journal of marketing and logistics, Vol. 25, No. 2, pp.225-248.
7. Kevin Duffey (1997), https://marketbusinessnews.com/financial-glossary/m-commerce/
8. Mehrdad Salehi (2012), “Consumer Buying Behavior towards Online Shopping Stores in Malaysia”, International Journal of Academic Research in Businessand Social Sciences, 2.1.
9. S.N. Othman et al. (2012), “Actual Online Shopping Behavior among Jordanian Customers”, American Journal of Economics June 2012, Special Issue: 125-129.
10. Vaggelis Saprikiset al. (2018), “Mobile shopping consumers’ Behavior: An exploratory study and Review”, Journal of Theoretical and applied Electronic Commerce research 13 (1): 71-90.