INFLUENCE OF PERCEIVED RISKS TO ONLINE PURCHASING DECISION OF UNIVERSITY STUDENTS IN HO CHI MINH CITY (Full)

ẢNH HƯỞNG CỦA NHẬN THỨC RỦI RO ĐẾN QUYẾT ĐỊNH MUA HÀNG TRỰC TUYẾN CỦA SINH VIÊN ĐẠI HỌC TẠI THÀNH PHỐ HỒ CHÍ MINH

That is the background that sets us up to decide to research on the topic related to the relationship between perceived risks and online shopping decisio ns of university students living in Ho Chi Minh city. Therefore, the aim of our research is to measure and analyze the impact of perceived risk of customers to online shopping decisions. That is the reason why we conducted the research “INFLUENCE OF PERCEIVED RISKS TO ONLINE PURCHASING DECISION OF UNIVERSITY STUDENTS IN HO CHI MINH CITY”

Research objectives

General objectives

• Offer a comprehensive understanding of student decisions when they shop

online and what factors influence students most.

• Identifying various perception factors that influence students purchasing

decisions.

Specific objectives

• To meet the general objective, we decided to conduct a survey first to identify:

• The impact of product risks on students’ purchasing decisions through online

shopping.

• The impact of financial risk on students' decisions.

iii

• The influence of information security risk on the decision of students when they

are shopping online.

• The impact of seller’s fraudulence risk on students’ decision when they

purchase online.

• The effect of convenience risk on purchasing decisions of students in Ho Chi

Minh city through online shopping platforms

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