Untitled ĐẠI HỌC UEH TRƯỜNG KINH DOANH KHOA KINH DOANH QUỐC TẾ MARKETING TIỂU LUẬN BỘ MÔN MARKETING CĂN BẢN NHÓM 5 TP Hồ Chí Minh, ngày 21 tháng 9 năm 2022 Downloaded by Free Games Android (vuchinhhp1[.]
lOMoARcPSD|17160101 ĐẠI HỌC UEH TRƯỜNG KINH DOANH KHOA KINH DOANH QUỐC TẾ - MARKETING TIỂU LUẬN BỘ MÔN MARKETING CĂN BẢN NHĨM TP Hồ Chí Minh, ngày 21 tháng năm 2022 Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 ĐẠI HỌC UEH TRƯỜNG KINH DOANH KHOA KINH DOANH QUỐC TẾ - MARKETING TIỂU LUẬN Môn học: Marketing Giảng viên Mã lớp học phần Phòng học Sinh viên Khóa – Lớp : : : : : Th.S Hồ Xuân Hướng 22C1MAR50300115 N1 - 501 Nhóm K47 – DH47MR002 TP Hồ Chí Minh, ngày 21 tháng năm 2022 Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 GROUP MEMBERS GROUP Numerical order Name Mai Trúc Quỳnh Nguyễn Hữu Thắng Phạm Ngọc Khánh Vy Lê Kiến Văn Phạm Minh Kiến Phú Student code 31211020136 31211025198 31211020793 31211025953 31211025479 Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 INTRODUCTION Buying is always a requirement of life These items are also constantly being changed like a new way of doing business, aiming to match the times and trends Today, with the continuous development of the Internet, online shopping has become popular and close to everyone Buying online brings many benefits and conveniences, but besides that, there are also many disadvantages and limitations such as not being able to directly experience the product before buying, so it is inevitable that many people will be worried when buying Since then, e-commerce sites designed for previous shoppers can honestly reflect on purchased products for customers to continue to refer to, increasing the authenticity and effectiveness of online purchases But how the "customer feedback" affects the customer's trust in the product, thereby affecting the decision to buy the product or not, there are still mixed opinions It is for that reason that my group decided to choose the topic "Survey on the level of trust of students in customer feedback and the influence of customer feedback on online purchase decisions about the product on the website shopee" In this survey, we conducted with a group of students who are sensitive to the fast pace and buying online about the effects of "customer feedback" when buying items on the website on a commerce site One of the most popular E-commerce trading floors is Shopee Through decimal data from the actual survey for students in a wide range of spaces, we perform data description and analysis in order to draw real and effective comments and results for the topic research Through this project, we have cooperated and learned many things, but in the process of doing the test, we cannot avoid making mistakes Thereby, we would like to thank Mr Ho Xuan Huong for your guidance and enthusiastic teaching to help us complete our project We sincerely thank you! Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 PART 1: INTRODUCING THE TOPIC Summary of research topic: With the research topic "Students' trust in customer feedback and the influence of customer feedback on online purchasing decisions about fashion items on Shopee", we conducted a survey to sample 100 students on a wide range of subjects micro space to collect actual data The survey focuses on two major investigation issues, which are the students' level of trust in customer feedback when buying online on Shopee about fashion products and how it affects students' decision to buy or not Also find out why people often read feedback when buying online, which helps us make a faster decision about a product or not Based on the actual data collected from the survey, we will describe the data, analyze and make objective comments and conclusions about the issues posed From there, it opens up a more general view of "customer feedback" as well as future online purchases from existing limitations Reason for choosing research topic: Online shopping is no longer strange to everyone The reason online shopping is so popular today is because of the convenience it brings Like just surfing your phone, your favorite item will be delivered to your home without having to go to the store to buy it This saves a lot of time and effort However, buying online is also not completely perfect when it still has many shortcomings such as we can't directly experience it and we can only see the product through the images and descriptions which were posted by the shop Therefore this makes it difficult for us to avoid worries when buying things online Since then, the habit of viewing feedback from previous buyers has become a habit of most people But why we often look at feedback before buying, how does it affect our trust as well as our decision to buy the product or not, and to what extent? What is the impact of “customer feedback”? Those are the questions we posed when conducting this research Conducting the research project "Students' trust in customer feedback and the influence of customer feedback on online purchase decisions about fashion items on Shopee" helps us understand how customer feedback brings positives and negatives and how it influences buyer decisions From there, draw objective conclusions about "customer feedback" for suggestions and ideas to improve online shopping in the future Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 Research issue statement: 3.1 Research questions 3.1.1 What year are you a student? �㙷 First-year students �㙷 Second-year students �㙷 Third-year students �㙷 Last-year students 3.1.2 Average income per month: �㙷 Less than million Dong �㙷 From to million Dong �㙷 More than million Dong 3.1.3 Sex: �㙷 Male �㙷 Female 3.1.4 How often you glance at orther Customer Feedback before buying? �㙷 Always �㙷 Often �㙷 Sometimes �㙷 Never 3.1.5 Trust level survey: From is DISAGREE to is AGREE Please mark (X) only for each line Ordinal Number Statements Level of consent How would you rate your level of trust depending on the following elements? Feedback Images Feedback Words Star rating of Feedback Feedbacker information 5 The number of Feedback Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 The number of interaction with Feedback For fashion product feedback on Shopee, you often feel Trust Honesty Sastified Useful 5 Necessary Against 3.1.6 Which elements of Feedback will lead you to make purchase decisions? (Choose elements) �㙷 Images �㙷 Words �㙷 Star rating �㙷 Feedbacker information �㙷 The number of Feedback �㙷 The amount of interaction with Feedback 3.1.7 Ordinal Number 1 Statements Level consent of How would you rate your level of trust depending on the following elements? Feedback from previous buyers has a great influence on my purchasing decision Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 I won't buy a product if it doesn't have feedback I will not buy a product if it has mixed reviews I often read feedback to compare similar products between stores I care about the amount of product feedback before making a purchase decision 3.1.8 Does feedback from previous customers help you make a faster purchase decision? �㙷 Yes �㙷 No 3.1.9 Why you read feedback before buying? (Choose elements) �㙷 Safety �㙷 To ensure product quality �㙷 Confused �㙷 Make a best choice �㙷 Habit 3.2 Research issues Research on the level of trust of students in Customer Feedback to the decision to buy online about fashion items on Shopee Objectives of the research topic 4.1 General objective The research objective is to explore the behavior as well as the factors affecting the online shopping behavior of fashion items on Shopee From there, propose to online businesses in Vietnam a number of solutions and strategies to help improve business performance 4.2 Detail objective - An overview of the theoretical basis of how consumer behavior is influenced by other consumer feedback - Survey of UEH students' trust in Feedback - Discover consumer behavior towards fashion products on Shopee Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 - Draw the level of trust of students in the feedback of the following customers Proposing a number of solutions and strategies to help online businesses in Vietnam understand customer needs and improve business performance Object and scope of the research: 5.1 Research subjects We carried out the research to collect data through the form of actual surveys from 100 students 5.2 Research scope The research is based on survey data from 100 students studying and researching in Ho Chi Minh City Sources of research data Actual survey to collect data with the object of study and research in Ho Chi Minh City Research content Research on the influence of "customer feedback" on students' confidence when buying online about fashion items, thereby showing the influence of "customer feedback" on students' purchasing decisions Theme structure Our research paper has two major contents: "students' belief in customer feedback when shopping online on shopee about fashion products" and "the influence of customer feedback on the decision to buy fashion items online of students on shopee” is divided into main parts: Part 1: Introducing the topic Part 2: Theoretical Facilities & Research Models Part 3:Methodology Part 4: Data analyze and Results Part 5: Suggestions and Conclusions PART 2: THERETICAL FACILITIES AND REASEARCH MODELS Theoretical Facilities: 1.1 Online shopping Online Shopping is an E-commerce platform that allows customers buy goods or services through Internet by using browser With the available display of items and prices, customers can easily choose and make transactions with the retailers 1.2 Customer feedback Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 The words, detail information, and thoughts of customer about company’s services, products, and their overall experiences 1.3 Trust: Trust is your attitude, opinion about issues, opinions, circumstance happening in your life Actually, trust orients in speech, the way people behave and decision 1.4 1.5 E-commerce: E-commerce is making transaction on browser Fashion: Fashion is a popular aesthetic expression shortly, while it is specific context by using clothes, lifestyle, make-up, hairstyle, and body proportions Research Models: PART 3: METHODOLOGY The study on students' trust in customer feedback and the influence of Customer Feedback on online shopping decisions about fashion items on Shopee can be approached from many different aspects, for example: from an impact perspective of behavior towards society; from the perspective of the Internet's development impact on behavior; from a globalization perspective to see the role of the Internet in cross-border connectivity, etc We use technical methods such as statistics, descriptions, comparisons, evaluations, and interviews, all to create useful tools to collect the best source of Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 information for the thesis By reviewing and evaluating research published documents on students' trust in Customer Feedback in fashion products on the Shopee platform, we synthesize it and give the theoretical trend and practical basis of the discussion topic Methods of data collection and processing: To collect and process the primary and secondary data, we used the following main methodologies: Analytical and synthetic methods: Starting from the fact that students often have low income and hesitant in choosing favorite products, which are both affordable and quality like direct shopping Therefore, the question is, why does Customer Feedback affect students so much? From this question, we found that buying decision behavior is greatly influenced by Customer Feedback Therefore, the research questions are raised: What factors of Feedback affect the decision to buy fashion products on Shopee? What is the level of influence and direction of influence of these factors on students' purchasing decisions? Desk research method: From the research questions posed, we made the most of previously published research results related to the behavior of viewing Customer Feedback before deciding to buy fashion products on the platform Shopee, clearly identifies the content that can be inherited and developed, the "cells" that need to be researched with practical scientific contributions Quantitative research method: The goal is collecting primary data supplementing the secondary data, to make the analysis and assessment more vivid and authentic Preliminary study and correction of the research model: Preliminary research includes quantitative preliminary research The research objective is to test, refine and determine the relationship between the original variables Research methodology: Due to the division of survey subjects by school year, we distributed the online questionnaire to university students through the media and means of communication When distributing the questionnaire, we all have detailed instructions so that survey takers can fully understand and answer the questions in the questionnaire, avoiding misunderstandings or omitting questions All the revised criteria become questions in the questionnaire Time of the survey: After days of survey (From September 11, 2022 to September 12, 2022), the total number of received forms was 100, which met the requirements and could continue to be used in data analysis Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 Sample size: We conducted a formal quantitative study of university students The number was 100 eligible applications and was used for official analysis PART 4: DATA ANALYSIS AND RESULTS: Demographic a Age b Gender c Income Confidence level statistics a Habit of reading customer’s feedback when having buying decision b Students’ level of confidence on factors of feedback c Feelings on clothing feedback on Shopee Statistics of influence on purchasing decisions PART 5: SUGGESTIONS AND CONCLUSIONS: An overview of the research problem: To conduct this research, we want to learn about the influence of “customer feedback” on trust in the product which we want to buy, thereby showing the influence of “customer feedback” on the decision to buy the product When we go shopping online on shopee, we will have many doubts on the product because we can only see through pictures, videos or descriptions of the seller However, thanks to the feedback of previous buyers, we can better visualize and evaluate more objectively to make the right decision whether to purchase or not, as well as to choose the best and most suitable product The solutions to overcome existing problems in the research problem: Through a survey with 100 samples, it can be seen that almost everyone will look at "customer feedback" to understand the fashion products which they want to buy to consider and make the best decision Therefore, the quality of "customer feedback" is extremely important because it will greatly affect the decision whether to buy or not Feedback words must be clear, easy to understand, and correct spelling According to our survey, up to 42.6% of buyers rely on the feedback words to believe it or not Especially, feedback images and videos need to be honest and clear to help viewers feel the truth Because those images and videos affect the 84.6% of customers's trust in the product Therefore, when we read the feedback on shopee before buying, we should not just see a review to evaluate the product completely, it will be easily confused, we should refer to a few thorough and objective reviews to make the right decision Downloaded by Free Games Android (vuchinhhp1@gmail.com) lOMoARcPSD|17160101 Not only reading feedback, but we also can post feedback for other buyers to refer to as well as for sellers to learn from shortcomings to improve the quality of products and contribute to improving the quality of online shopping on shopee when we buy a product And the feedback needs to be posted in a complete way, you can add real photos and videos to improve the quality of feedback and create trust for viewers "customer feedback" Stores should take better care of their products, improve the quality of products and customer care service to improve the quality of customer feedback Thanks to that, buyers who read feedback see good customer service and beautiful images will have an advantage in purchasing Offer promotions, vouchers to encourage customer to give feedback with photos and videos Because those images and videos affect the 84.6% of customers's trust in the product according to our survey The conclusions: The study is based on actual survey data from university students to find out the influence of "customer feedback" on customer trust when buying online on shopee and how it would affect the purchase decision The results show that about 93% of buyers see customer feedback before deciding to buy any fashion product This proves the importance and influence of “customer feedback” on product trust and purchasing decisions When buying a suit, we are not only interested in the design and brand but also the material, durability, Therefore, the quality of "customer feedback" is extremely important and affects a lot to the customer and the viewer's decision whether to buy or not Therefore, we need to be careful when viewing feedback, focusing on quality and honest feedback to objectively evaluate the products And we can also post feedback when experiencing the products to contribute to improving the quality of products and the quality of online shopping for fashion items on shopee Downloaded by Free Games Android (vuchinhhp1@gmail.com) ...lOMoARcPSD|17160101 ĐẠI HỌC UEH TRƯỜNG KINH DOANH KHOA KINH DOANH QUỐC TẾ - MARKETING TIỂU LUẬN Môn học: Marketing Giảng viên Mã lớp học phần Phòng học Sinh viên Khóa – Lớp : : : : :... theoretical basis of how consumer behavior is influenced by other consumer feedback - Survey of UEH students'' trust in Feedback - Discover consumer behavior towards fashion products on Shopee