Factors affecting the decision to choose e-commerce platform of consumers: The difference between generation Y & Z

Abstract

The study aims to determine the factors affecting the decision to choose an e-commerce platform for consumers in Hanoi when shopping, as well as point out the differences between the generation Y and the generation Z influence that decision. The study used a combination of qualitative and quantitative research methods. The primary data was carried out through the survey method of sociology by questionnaire, collected 434 responses, and processed by SPSS 22 software. The results identified seven factors: Perception of usefulness, Perception of ease of use, Trust, Subjective standards, Website design, Perceived risk, and Attitude. Only the perceived risk factor has a negative impact, and the strongest factor is the perception of usefulness. The results also show that there is a difference between Gen Y and Gen Z. The authors have also proposed some solutions to help promote the purchase of goods on the e-commerce platform of consumers in Hanoi.