Factors Affecting the Intention to Start-up of an E-commerce Business of Vietnamese Students: The Case of Students at Dai Nam University

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Do Thu Huong
Truong Duc Thao
Nguyen Thanh Huyen
Do Tien Minh
Hoang Kim Thuy
Ha Ngo Thi Ngoc


This study was conducted with the purpose of showing the factors affecting the intention to start an e-commerce platform-based business of university students in Vietnam. Accordingly, we examine the impact of six factors on startup intention through direct and indirect mechanisms via the intemediate variable “Perception of startup feasibility”. The study used the theory of planned behavior (TPB) and conducted a survey of 458 students majoring in Economics, Technology and Social Sciences in Vietnam. Next, we processed the data using linear structural equations – ̣SEM – and on SPSS24 and AMOS24. Research results found that, the higher the students perceive the feasibility of the startup ideas, the higher the startup intention. Additionally, the factor of “Educational environment” plays the most important role in determining “Perception of startup feasibility” and “Startup intention”, which reveals the universities’ key role in student entrepreneurship training.

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