Analyzing the impacts of the pandemic to understand how Covid - 19 shapes young people's consummer behavior on online shopping applicartions.

Abstract

Objective: Five students have examined the topic about consumer behavior of online shopping applications on young people. This research will analyze the effect of COVID-19 on Vietnamese youngsters' consumer behavior. Participants: A total of 436 young people (18-25 years old) joined the study and completed an online survey. 397 responses are valid to be analyzed using SmartPLS 4. Method: Structural Equation Modeling (SEM) is used to evaluate the perception of COVID-19, Perceived Behavioral Control, Subjective Norms,.. on consumer behavior. Results: Young people’s consumer behavior on online shopping applications is affected by Perceived Behavioral Control, Subjective Norms. PBC and consumers' online purchase intentions through applications is proven to have a strong connection. The three mental constructs including Perceived Behavioral Control, Subjective Norms and Attitude contribute directly to buying intentions under such context of online shopping on applications under and after the Pandemic. Conclusions: The Pandemic impacts young people’s consumer behavior and the way they use online shopping applications. The discussion at the end of the research includes contributions to future research as well as practical implications for stakeholders.