The Impact of Online Application on Online Purchasing Behavior

Soukthavy Sengsouly (2025) The Impact of Online Application on Online Purchasing Behavior. Menedzsment Kar (2025-)-.

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Absztrakt (kivonat)

This study examines the influence of online applications on the purchasing behavior of students and young adults. Many young people now use shopping platforms like Shopee, Lazada, TikTok Shop, Temu, Shein, and Amazon daily. These platforms are very convenient, let you make personalized offers, and work well with social media. However, they also make people question about trust, security, impulse buying, and how shopping habits will change in the long term. The current study aims to investigate the impact of particular characteristics of online applications on the frequency and confidence with which adolescents engage in online shopping, the criteria they employ in selecting platforms, and the subsequent alterations in their overall shopping behavior.The main goal of the study is to analyze the relationships among perceived convenience, trust, security and privacy, user interface design, social media influence, and online purchasing behavior. The research is informed by the Technology Acceptance Model (TAM), the Theory of Planned Behavior (TPB), and the Consumer Decision-Making Model, which collectively establish a theoretical framework for comprehending how attitudes, perceptions, and external factors influence behavior in digital contexts. Drawing from these theories and prior empirical research, several hypotheses were developed, suggesting that increased convenience, trust, security, favorable social media impact, and customized offers would correlate with enhanced online purchasing behavior.A quantitative, cross-sectional survey methodology was employed. Using purposive sampling, data were gathered through a structured questionnaire made in Google Forms and sent out online. The target population comprised students and young adults with experience utilizing online shopping applications. We got 104 valid answers in total. There were demographic questions, multiple-choice questions, five-point Likert-scale statements, and open-ended questions on the questionnaire. We used descriptive statistics (frequencies, percentages, and mean scores) to summarize the data. We also used simple thematic analysis on open-ended responses to find common themes.The results show that most of the people who answered the survey shop online regularly, with most saying they do so often or very often. Price competitiveness and customer reviews were the most important things to look for when choosing a platform. Product range, convenience, personalized recommendations, and user interface design were also important. A lot of people said that they use reviews and ratings a lot to help them decide if they want to buy something and to lower their uncertainty.The findings also show that buying things on impulse is a big part of how people shop online. Many of the people who answered said they had made unplanned purchases, often because of sales, discounts, free shipping, attractive product pictures, and short videos, especially on social media. Some people said that social media was a way to find new things and, for others, a way to buy things directly. Trust and security, on the other hand, were found to be conditional and fragile. Most respondents felt moderately secure using well-known platforms, but some had avoided making purchases because they were worried about security or had had bad experiences with scams or dishonest sellers in the past. Technical issues like app crashes or payment mistakes were named as major reasons why people lose trust and leave their carts.The study generally supports the perspective that online applications can have a significant and multiple influence on the purchasing behavior of students and young adults. The findings align with the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), confirming the significance of perceived convenience, usefulness, attitudes, social influence, and perceived control. The results also show that online applications can have multiple impacts. For example, they can make things easier, more varied, and more efficient, but they can also lead to overspending, impulse buying, and fewer trips to physical stores. The study has real-world effects for online platforms, which should find a balance between persuasive design and being open, safe, and ethical in their marketing. It also has effects for consumers, who may benefit from being more aware and controlling their online shopping habits.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Menedzsment Kar (2025-)-

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Gazdálkodási és menedzsment

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Consumer behavior, elektronikus vásárlás - online vásárlás, fogyasztói magatartás, közösségi média, online application, online shopping, shopping platform, Social media
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Júl. 09. 11:15
Utolsó módosítás:	2026. Júl. 09. 11:15

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