Factors Affecting Students’ Shopping Behavior and their Decision to Purchase L’oréal Sunscreen on Shopee: Evidence from Phú Diễn Ward

This study identifies and evaluates the factors affecting students’ online shopping behavior and their decision to purchase L’Oréal sunscreen on Shopee in Phú Diễn Ward. A mixed-methods design combining qualitative and quantitative approaches was employed. A focus-group discussion with 29 students was conducted to refine the measurement scales, followed by a formal survey that yielded 175 valid responses from five universities, colleges, and academies in the study area. The data were processed using Excel and SPSS through descriptive statistics, Cronbach’s alpha, exploratory factor analysis (EFA), Pearson correlation analysis, multiple linear regression, an independent-samples t-test, and analysis of variance (ANOVA). The Shopee shopping-experience scale failed to meet the reliability threshold and was therefore removed. The adjusted regression model comprised store trustworthiness, online ratings, social influence, and promotional value, with an adjusted R² of 0.601. Three factors exerted positive and statistically significant effects: Promotional value (β = 0.368), online ratings (β = 0.356), and social influence (β = 0.197). Store trustworthiness was not statistically significant at the 5% level (Sig. = 0.164). No statistically significant differences in shopping behavior were found by gender or income. Based on these findings, the study proposes recommendations for students, L’Oréal, and Shopee to improve purchase-decision quality, information credibility, and online marketing effectiveness.