The Factors Affecting The Decision to Shop Online of Vietnamese Youth in Fashion Field

The study objectives are to analyze the factors affecting online shopping decisions online among Vietnamese youth in the field of fashion. Qualitative and quantitative research methods are used to conduct a survey of 294 people with 30 observed variables which determine online shopping decisions online among Vietnamese youth in the field of fashion. The study results show that there are 5 group factors affecting follows: Subjective Standard, convenience perception, site Impact, price expectations, and behavioral control perception with significance level 5%. In addition, the research results processed from SPSS 20.0 software. The findings implement the following objectives: First, identify the factors that influence online shopping decisions online among Vietnamese youth in the field of fashion; Second, determine the priority order of the impact degree of factors affecting online shopping decisions online among Vietnamese youth in the field of fashion; Finally, propose recommendations to increase online shopping decisions online among Vietnamese youth in the field of fashion.