Consumers and E-commerce in Vietnam - Case Study of Shopee Platform

Dung Tran Thi Thuy

Bachelor's thesis

Abstract:

E-commerce is a form of business that is increasingly popular and becoming a trend in Vietnam. E-commerce platforms are constantly being born and developing, of which Shopee is the leading e-commerce platform with a large number of users in the Vietnamese market. Therefore, this study aims to understand consumer behavior towards e-commerce in Vietnam, evaluate factors affecting consumers’ online purchasing decision on e-commerce sites. The theoretical part provides an overview of the e-commerce market in Vietnam, consumer behavior and popular e-commerce platforms, with special emphasis on Shopee. Quantitative research method is applied in this study and uses statistical techniques to analyze survey data and test the established hypotheses. Specifically, a survey with 177 random Vietnamese participants aimed to examine the relationship between different factors with consumer behaviors in e-commerce. By clarifying these factors, research can provide valuable insights into consumer behavior in the e-commerce context and inform the strategic decision-making of platforms e-commerce in meeting the growing needs of Vietnamese consumers.

Keywords

Consumer, consumers behaviour, e-commerce, survey, Vietnam

Language used: English

Date on which the thesis was submitted / produced: 14. 3. 2024

Thesis defence

• Date of defence: 28. 5. 2024
• Supervisor: Ing. Lenka Rumánková, Ph.D.
• Reader: Michal Malý, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme:
Economics and Management