Online book buying behavior and electronic trust factors in parents' decision to buy books on e-commerce platforms
Year: 2025
Type: conference-paper
Study design: Observational Study
Abstract: This study was conducted to analyze online book buying behavior and evaluate the factors of e-trust that influence parents' decision to buy books online for children on e-commerce platforms. Specifically, the study identifies factors such as information security, return policies, consumer reviews, and product information, and analyzes how they affect the decision to buy books online. The study also analyzed common behaviors in buying books online such as the popular e-commerce platform chosen to buy, the type of book products that children often buy, the type of books that children like the most, the criteria for ensuring trust when choosing to buy books on e-commerce platforms, etc Commonly used form of payment, ... Quantitative analysis methods such as descriptive statistics, frequency analysis, scale reliability testing, discovery factor analysis, and linear regression analysis were used in the study. The results showed that information security was the most important factor influencing the decision to buy a book, followed by product information. User reviews and return policies also have a significant influence. Based on these results, the study recommends suggestions for e-commerce platforms, including improving transaction security, providing complete product information, establishing reasonable return policies, encouraging reviews from customers first, ensuring transparency of transactions, and optimizing user experience to strengthen trust and promote parents' shopping behavior.
Institution: FPT University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7213883453