Research on the Factors Constituting the Online Purchasing Behavior of Students at Bac Giang Agriculture and Forestry University

The study utilizes a survey dataset of 427 students. The analysis results show that the Convenience of the E-commerce Platform is a strong motivator in promoting online purchasing behavior, with effort saving and flexibility being rated highest in the online purchasing process. The factors Selling Price, E-commerce Services, and Information Security maintain a significant, medium-level role, with students being particularly sensitive to promotions and simple payment processes. However, the groups Product Information, Shopping Risks, Financial Capability, and Social Influence have a low impact. The biggest psychological barrier is the lack of trust in the truthfulness of information and the risk of perceived quality. Therefore, to optimize purchasing behavior, platforms must maintain core convenience and enhance information transparency to build long-term trust.