The Influence of Promotional Programs and Key Factors on E-Commerce Purchasing Behaviour Among Students in Southern Vietnam
The Influence of Promotional Programs and Key Factors on E-Commerce Purchasing Behaviour Among Students in Southern Vietnam

Summary/Abstract: This study was conducted in the context of the rapid growth of e-commerce, especially following the Covid-19 pandemic, when online shopping became a popular trend among young people. As students increasingly become a potential customer group, businesses need to understand the factors influencing their purchasing behaviour to develop effective marketing strategies. The purpose of this study is to explore the impact of promotional programs and other factors on the purchasing behaviour of students on e-commerce platforms in key areas of Southern Vietnam, helping businesses gain a better understanding of the psychology and shopping habits of this demographic. To carry out the research, the research team conducted a survey and analysis based on 495 carefully selected, most relevant questionnaires. The study utilised both quantitative and qualitative methods. The impact of promotional programs and other factors on students' online purchasing behaviour was then assessed using SmartPLS 4 software. The results show that promotional programs (Buy 1 Get 1 Free, Free Samples, Discount Vouchers), along with factors such as Price, Emotional Value, Usefulness, Risk, and Ease of Use, significantly affect students' purchasing behaviour. This research provides an overview of students' online shopping behaviour in key areas of Southern Vietnam, offering managerial implications to improve marketing strategies for online businesses in Vietnam.

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