From intention to behavior: A PLS-SEM analysis of online purchasing among economics students in Vietnam
Year: 2026
Type: article
Study design: Observational Study
Abstract: In the context of rapidly expanding online shopping, students are an important customer segment because they are active technology users, highly responsive to digital marketing stimuli, and frequently purchase on e-commerce platforms. This study examines the factors associated with purchasing behavior on electronic commerce platforms among economics students at Nam Can Tho University. A quantitative cross-sectional survey was conducted with 300 students from nine economics-related majors using a stratified quota sampling approach. The collected data were analyzed using partial least squares structural equation modeling to assess the reliability and validity of the measurement scales and to test the proposed structural relationships. In addition to examining the structural associations of technological, trust-related, social, promotional, and product-related factors on purchase intention, the study also investigates the role of purchase intention in explaining self-reported purchasing behavior. The results indicate that the measurement scales achieve satisfactory reliability, convergent validity, and discriminant validity. The structural model demonstrates adequate fit and explains 58.8% of the variance in purchase intention and 23.4% of the variance in purchasing behavior. The findings indicate that purchase intention is positively associated with students' purchasing behavior on electronic commerce platforms. The explanatory factors are associated with purchase intention in the following order: Perceived social influence cues (0.347), perceived fulfillment and service quality (0.287), promotional programs (0.151), perceived usefulness (0.144), trust (0.134), and perceived ease of use (0.121). These findings provide empirical evidence for the literature on online consumer behavior among university students in an emerging e-commerce market. To increase purchase conversion, platforms and sellers should prioritize perceived fulfillment and service quality, transparent promotions, improved user experience, stronger trust-building mechanisms, and credible ratings and social recommendations within the student community.
Institutions: Nam Can Tho University, Tay Do University
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
SDG: Quality education
Open Access status: diamond
OpenAlex ID: W7225587368