Exploring factors that influence consumers’ online shopping behavior via e-commerce platforms in Vietnam: The case of Shopee

Quynh Chau Ngo

Bachelor's thesis

Exploring the factors that impact consumers‘ online shopping behaviour in Vietnam: The case of Shopee

Anotácia:

The main objective of this thesis is to explore the factors that impact consumers’ online shopping behaviour in Vietnam. In addition, the thesis also analyses various ways how e-commerce sites attract and reach their customers. Therefore, the methodology will be qualitative research which includes data from in-depth interviews with Vietnamese consumers who have online shopping experiences via e-commerce sites. And Shopee has been selected as a case study, which is one of the most popular online shopping sites in Vietnam. Overall, results show that there are four main elements involving the website, product, price and promotion, shipping service, truth and privacy. By understanding those factors, Shopee has successfully gained more customers than the competition. Finally, recommendations for e-commerce businesses to support their shopping sites and how they can improve customers’ online shopping experience are provided.

Abstract:

The main objective of this thesis is to explore the factors that impact consumers’ online shopping behaviour in Vietnam. In addition, the thesis also analyses various ways how e-commerce sites attract and reach their customers. Therefore, the methodology will be qualitative research which includes data from in-depth interviews with Vietnamese consumers who have online shopping experiences via e-commerce sites. And Shopee has been selected as a case study, which is one of the most popular online shopping sites in Vietnam. Overall, results show that there are four main elements involving the website, product, price and promotion, shipping service, truth and privacy. By understanding those factors, Shopee has successfully gained more customers than the competition. Finally, recommendations for e-commerce businesses to support their shopping sites and how they can improve customers’ online shopping experience are provided.

Kľúčové slová

online shopping, e-commerce site, Shopee, Vietnam, buying behaviour

Keywords

Vietnam, e-commerce site, buying behaviour, online shopping, Shopee

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 15. 12. 2021

Obhajoba závěrečné práce

• Obhajoba proběhla 2. 2. 2022
• Vedúci: Efthymia Kottika
• Oponent: Miroslav Karlíček

Vysoká škola ekonomická v Praze

Bachelor programme / odbor:
Ekonomika a management/Business Administration / Corporate Finance and Management