Study on factors affecting the online cosmetic buying behavior of students of Can Tho City Universities

Abstract

In the current era of internet development, online shopping has become an important factor in driving consumer behavior, especially in the field of e-commerce. With the significant increase in online shopping, studying the factors influencing the online cosmetics purchasing behavior of university students is very necessary. Based on this foundation, we conducted a study titled "Research on Factors Influencing Online Cosmetics Purchasing Behavior of University Students in Can Tho City." The study aims to analyze factors such as attitudes, beliefs, and risk perceptions that influence the online cosmetics shopping decisions of students of various ages. Through that, we will provide recommendations for businesses to improve their online marketing strategies, attract customers, and increase sales in the context of a fiercely competitive market. Data was collected through a convenience sampling method, surveying 200 students aged 18–25 at universities in Can Tho city using a pre-designed questionnaire. The factors influencing purchasing decisions are measured and identified through Cronbach's alpha reliability test, exploratory factor analysis, and linear regression. Research reveals 5 factors influencing students' purchasing decisions. In descending order: Website/app quality (CLTW), Risk perception (NTRR), Cognitive control of behavior (NTKSHV), Marketing attitude (TDCT), Faith (NT), Perception of useful ness (NTTHI). Despite these profound insights, we acknowledge certain limitations of the study, including time and budget constraints, the vast geographical scope of Can Tho City, and the potential bias due to the use of a non-probability convenience sample through online surveys. Finally, several recommendations are proposed to help businesses enhance the effectiveness of their social media strategy