authors
Pham Thi Linh Thanh, Le Duc Thuan, Huynh Hai Vy, Trinh Quynh Bao Thy and Pham Ngoc Minh Thu

abstract
In the increasingly competitive landscape of e-commerce, understanding the determinants of consumers’ purchase intention has become imperative particularly for emerging platforms such as Ecom SIU. Motivated by this need, the present study aims to develop a theoretical model that captures the factors influencing purchase intention on Ecom SIU, a newly established e-commerce platform operating within an educational ecosystem. The proposed research model is grounded in the integration of three foundational theories: the Technology Acceptance Model (TAM), the Theory of Planned Behavior (TPB), and the Expectation-Confirmation Theory (ECT). The key constructs incorporated into the model include Trust, Perceived Risk, Institutional Reputation, Price, Last-Mile Delivery, and Product Quality. A qualitative research approach was employed, involving a literature review and expert interviews, to ensure the model’s contextual relevance and theoretical coherence. The findings of this study contribute to a more comprehensive understanding of online purchase intention, particularly within the context of newly launched e-commerce platforms. Moreover, the study offers a theoretical foundation for future research endeavors in this domain, especially in contexts where e-commerce intersects with other sectors such as education.