AN ANALYSIS OF FACTORS AFFECTING THE INTENTION TO CONTINUE SHOPPING VIA SOCIAL NETWORKS: THE CASE OF THE SCHOOL OF ECONOMICS AND LAW STUDENTS, TRA VINH UNIVERSITY

This research is an analysis of factors influencing the customers’ intention to continue shopping via social networks in the case of the School of Economics and Law students at Tra Vinh University. The research samplewas surveyed with 278 students who have been shopping via social networks. The study applies Cronbach’s Alpha - a measure used to assess the reliability of scales, exploratory factor analysis (EFA), and regression analysis to analyze the collected data. Research results show that there are six factors affecting students’ intention to continue shopping online, including (1) trust, (2) social impacts, (3) comfort, (4) convenience, (5)perceived enjoyment, and (6) perceived risks. On the basic of assessing the influence of these factors, the authors propose managerial implications to improve the intention to continue shopping via social networks of School of Economics and Law students at Tra Vinh University.