Determinants of book online buying behavior of undergraduate students in can tho university, Vietnam

The article investigates the factors affecting on the book online buying decision by Undergraduate Students at Can Tho University and proposes the solution for business to overcome current constraints and direction in the future. Data used in this paper was collected from the survey of 200 observations. By using the statistical tools and EFA analysis, the findings showed that the factors belong to individual students, suppliers, screen layout and attributes related to the online network as the Book price and quality, Website interface, Prestige of website providers, Book, Book amount bought and additional information on books affect on the book online buying decision of the Undergraduate Students at Can Tho University.