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Review Open access 2026

A Study of the Factors Influencing Consumers’ Online Shopping Decisions and the Role of a Moderating Factor

This study examines the effects of key determinants on consumers’ online shopping decisions in Vietnam, with a particular emphasis on Ho Chi Minh City. Drawing on consumer behavior theories and purchase decision-making theory, the research proposes a model in which perceived usefulness functions as a mediator, explaini...

T. Nguyen · 0 citations

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