Research on factors influencing clothing shopping behavior of UEH students through affiliate marketing on Shopee

Abstract

The research project “Research on the factors influencing shopping behavior of UEH students through affiliate marketing on Shopee” was conducted by a group of students from University of Economics Ho Chi Minh City to (1) determine the factors influencing clothing shopping behavior of UEH students through affiliate marketing on Shopee; (2) measure the impact of those factors on clothing shopping behavior of UEH students through affiliate links on Shopee; (3) propose solutions for publishers to promote the efficiency of affiliate marketing. The research is carried out with the desire to contribute a part of materials to help publishers point out the factors affecting the shopping behavior of customers on e-commerce platforms in general and Shopee in particular. Consequently, publishers can implement new, creative solutions or strategies to attract consumers and boost the shopping conversion rate