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

Abstract

This article investigates the factors influencing young consumers' choice of ecommerce 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.