Research on the use and satisfaction of vietnamese e commerce customers in the context of the covid 19 epidemic

The urgent of the subject

The internet is increasingly shaping consumption habits in Vietnam, with online shopping gaining popularity, especially among busy individuals E-commerce has become a significant trend in the digitized economy, accelerated by the COVID-19 pandemic, which prompted consumers to adopt social distancing measures and turn to online platforms for their shopping needs While many businesses struggled during this period, e-commerce platforms saw a rise in revenue, highlighting the critical role of digital transformation in business operations As traditional shopping gives way to online alternatives, users are drawn to the simplicity and convenience of e-commerce, leading to a more nuanced understanding of the online shopping experience This shift in perception encourages e-commerce businesses to focus on service quality to compete effectively for market share and profitability.

E-commerce businesses prioritize consumer use and satisfaction, especially in the wake of heightened competition due to the COVID-19 pandemic Assessing customer satisfaction is essential for identifying limitations within the e-commerce system, which can then be addressed to enhance overall performance and user experience.

2 backlogs of system quality, information quality and quality of e-commerce services to consumers

E-commerce offers substantial advantages for both businesses and consumers, especially during the ongoing COVID-19 pandemic To enhance the growth of e-commerce in Vietnam, it is essential to focus on improving key factors that influence customer satisfaction, including the quality of systems, information, and services provided by e-commerce platforms Consequently, this research investigates the usage and satisfaction levels of Vietnamese e-commerce customers amid the challenges posed by the COVID-19 crisis.

Literature review

In the context of e-commerce growing strongly in Vietnam, many previous authors have researched customer experience and satisfaction when using e- commerce Some notable studies are as follows:

In the research titled "Assessing Customer Satisfaction in Long Bien District Regarding the Service Quality of Sendo.vn," author Nguyen Ngoc Mai and colleagues identified six key factors influencing service quality: access efficiency, implementation efficiency, information system availability, customer responsiveness, and support readiness The study concludes that customer satisfaction is primarily driven by price, product quality, and reliability.

- Authors Ha Nam Khanh Giao and Dinh Le Thuy Vy conducted a study

A study conducted in 2008 involving 200 participants on the Sendo.vn e-commerce platform identified four key factors influencing customer satisfaction: Reliability, Customer Service, Website Design, and Safety Similarly, research by Ha Nam Khanh Giao in 2020 on the Tiki.vn platform highlighted that Reliability and Customer Service are the primary drivers of customer satisfaction in e-commerce.

In her 2019 research, "E-service quality and customer satisfaction in Vietnam's E-commerce," Nguyen Thi Hoa analyzed the connection between e-service quality and customer satisfaction among 584 users of Vietnam's four largest e-commerce platforms The study revealed that while order fulfillment, including agreement and delivery, may not be the primary determinant of traditional service quality, it significantly impacts customer satisfaction in the e-commerce sector.

Pham Thi Thuy Mien (2021) highlights that during the COVID-19 period, perceived usefulness and service quality significantly shape online shopping behavior In contrast, risk perception negatively affects purchasing decisions.

In the 2020 study "The Influence of Delivery Service Quality on Customer Satisfaction and Loyalty in Retail E-Commerce," author Vu Le Huy emphasized that the quality of delivery services significantly enhances customer satisfaction.

As information technology continues to advance, the interaction between computers and humans has significantly increased Customer satisfaction plays a crucial role in shaping positive behavioral intentions, such as repurchase intentions, electronic word of mouth (e-WOM), and long-term loyalty (Anderson & Srinivasan, 2003) Factors influencing website satisfaction include the reliability of information, system accessibility, and usability (Cheung & Lee, 2005) Key elements contributing to customer satisfaction ratings are convenience, product information, website design, and financial security (Szymanski & Hise, 2000) Additionally, the effectiveness of B2B sales websites relies on personal and transaction-related interactions, informational content, organization, privacy/security, and entertainment (Chen & Wells, 1999) Liu & Arnett (2000) emphasized that success and customer satisfaction stem from information quality, system quality, system design quality, and the overall enjoyment of the user experience.

Research by Loiacono et al (2002) and Yoo & Donthu (2001) highlights that customer purchase intentions and return visits to a website are influenced by factors such as ease of use, usefulness, entertainment, and relationships Palmer (2002) emphasizes that download latency, navigation, and re-interaction significantly impact customer satisfaction Wolfinbarger & Gilly (2003) further argue that comprehensive support, website design, privacy, and customer service contribute to customer satisfaction and loyalty Kim et al (2006) reaffirm that e-satisfaction is shaped by information needs, service performance, convenience, pricing, benefits, technology trends, and safety Schaupp et al (2006) find that website satisfaction influences return intentions, driven by information quality and perceived performance, which in turn affects customer satisfaction and purchase intentions Additionally, Ali (2016) notes that perceived discharges mediate the relationship between website quality, customer satisfaction, and purchase intention Siméon (1999) and Huong (2007) propose the AIPDB model for evaluating website strategy, aimed at enhancing the strategic potential of e-commerce sites, which has been empirically studied in the context of online bookstores in Singapore (Yang).

Research gap

Domestic research typically targets customers within specific geographical regions, offering tailored analyses and solutions In Vietnam, studies on customer satisfaction in e-commerce remain scarce despite the sector's significant growth and potential In contrast, foreign research often builds on previous findings, resulting in more impactful and applicable insights Notably, recent studies on e-commerce during the COVID-19 pandemic have been conducted swiftly, adapting to evolving circumstances.

In the study “RESEARCH ON THE USE AND SATISFACTION OF VIETNAMESE E-COMMERCE CUSTOMERS IN THE CONTEXT OF THE COVID-19 EPIDEMIC", the author will study the use and customer satisfaction

This study builds on Delone and McLean's (2003) research model, emphasizing the interconnections between system quality, information quality, and service quality The findings aim to enhance understanding of e-commerce utilization and customer satisfaction during the COVID-19 pandemic, providing valuable insights for businesses seeking to attract more customers.

Research objectives

The study has three main research objectives:

First, systematize the theoretical basis of the overview of e-commerce and the use and satisfaction of customers in the e-commerce experience

Second, evaluate the use of e-commerce through the current situation in Vietnam and assess the satisfaction of consumers when experiencing e-commerce in the context of the COVID-19 epidemic

Third, propose practical solutions to improve customer satisfaction using e- commerce.

Object and scope of the study

The research object is the use and satisfaction of Vietnamese e-commerce customers in the context of the covid-19 epidemic

- Duration of the study: the study was conducted for two months

Methodology

This study combines both qualitative and quantitative research methods

The qualitative research method is employed to synthesize e-commerce theory and analyze the current utilization of e-commerce platforms, enabling an assessment of how Vietnamese individuals engage with e-commerce during the COVID-19 pandemic.

The quantitative research method was employed to analyze data gathered from the questionnaire, ensuring the reliability of the research model After collecting sufficient primary data, SPSS 20 software was utilized for comprehensive data analysis.

Thesis structure

The study consists of three chapters as follows:

THEORETICAL BASIS

OVERVIEW OF E-COMMERCE

E-commerce, or electronic commerce, involves buying and selling products or services through electronic systems like the Internet and computer networks, as defined by the Department of Informatization - Ministry of Information and Communications While modern e-commerce primarily utilizes the World Wide Web for transactions, it also encompasses a variety of technologies, including email and mobile devices Key components of e-commerce include electronic money transfers, supply chain management, Internet marketing, online transaction processing, electronic data interchange (EDI), inventory management systems, and automated data collection systems.

According to Clause 1, Article 3 of the Commercial Law 2005, commercial activities aim to generate profit through various means, including the purchase and sale of goods, service provision, investment, and trade promotion In contrast, Clause 1, Article 3 of Decree 52/2013/ND-CP defines e-commerce as conducting part or all of these commercial activities through electronic means, such as the Internet and mobile telecommunications networks Therefore, while e-commerce remains a crucial aspect of buying and selling goods, it occurs on digital platforms rather than through direct transactions between individuals and organizations.

The Asia-Pacific Economic Cooperation (APEC) E-Commerce Committee defines e-commerce as the electronic exchange of goods and services among individuals, primarily conducted through Internet-based systems.

8 techniques that can be emailed, EDI, Internet, and Extranet used to support e- commerce

E-commerce, as defined by the World Trade Organization (WTO), encompasses the production, advertising, sale, and distribution of products purchased and paid for online, along with the transfer of digitized information via the Internet, which is then delivered physically.

E-commerce, as defined by the European Commission, refers to the electronic buying and selling of goods or services among businesses, individuals, and organizations through online transactions via the Internet or other computer networks This encompasses ordering products and services online, with the flexibility for customers to make payments and receive their purchases either digitally or manually.

E-commerce is defined as commercial transactions conducted online, utilizing electronic tools and technologies among individuals or groups Research from the University of Texas indicates that the Internet economy encompasses both e-commerce and E-business.

E-commerce has different characteristics compared to traditional commercial activities that have existed so far The essential features of e-commerce are shown in the following aspects:

The growth of e-commerce is closely linked to advancements in Information and Communication Technology (ICT) By integrating information technology into e-commerce operations, businesses can accelerate their growth and expand research opportunities in various hardware and software domains, including applications that support e-commerce and payment services tailored for online transactions.

E-commerce facilitates transactions between parties without direct contact or prior acquaintance, enabling participation from a wider array of countries In contrast, traditional commerce typically involves face-to-face interactions between the involved parties.

Transactions involving goods or services primarily rely on physical methods like money transfers, checks, invoices, and bills of lading While telecommunications tools such as fax and telex facilitate the exchange of business information, electronic means in traditional commerce are limited to direct communication between the two parties involved in a transaction.

E-commerce operates in a borderless market, contrasting with traditional commercial transactions that adhere to national borders, significantly impacting the global competitive landscape As e-commerce expands, personal computers serve as vital tools for businesses to reach international markets This digital platform enables new entrepreneurs to engage in cross-border trade from home, reducing the time and capital previously required for international business However, the ongoing COVID-19 pandemic presents challenges for cross-border commerce due to varying disease control measures implemented by different countries.

In e-commerce transactions, three key parties are involved: the seller, the buyer, and essential third parties such as network service providers and authentication agencies While the latter two do not engage directly in the transaction, they play a crucial role in facilitating communication and data transfer between the seller and buyer Network service providers are responsible for verifying the reliability of the information exchanged, thereby safeguarding the interests of both parties in the e-commerce process.

In the realm of traditional commerce, the information network serves merely as a tool for data exchange In contrast, e-commerce relies on the information network as its primary marketplace With just a click, customers can explore a multitude of virtual stores, resulting in higher engagement and purchase rates compared to traditional shopping methods Today’s consumers are increasingly drawn to the convenience and variety offered by online shopping.

10 have begun buying online many goods that were previously considered difficult to sell online

E-commerce is considered a big step forward for business enterprises With its great benefits and popularity, e-commerce has become an essential tool for all business activities The role of e-commerce to companies can be mentioned as:

E-commerce offers a vast, borderless global market, enabling organizations to quickly connect with millions of potential customers worldwide This platform is particularly beneficial for small and medium-sized businesses in their early stages, where capital may be limited Social networks serve as a popular entry point for these enterprises, effectively attracting a concentrated audience Meanwhile, larger companies leverage e-commerce through their websites or virtual stores on established e-commerce platforms.

E-commerce significantly reduces operational costs for businesses by eliminating expenses associated with physical storefronts, staffing, and traditional advertising During the COVID-19 pandemic, the effectiveness of online advertising has become even more pronounced By adopting a "pull strategy," companies can align production and services with customer demand, leading to lower production, inventory, and distribution costs Additionally, administrative costs are minimized due to reduced paperwork, while Internet communication proves to be more cost-effective compared to traditional phone lines and mail services.

- Increase profits: E-commerce helps businesses improve business efficiency by cut down cost, so it allows companies to increase profits

- Connecting with customers continuously: E-commerce is based on the Internet connection platform 24h/24h seven days/week, so it is possible to react

OVERVIEW OF THE USE AND SATISFACTION OF CUSTOMERS

In today's competitive landscape, businesses prioritize product and service development, market research, and customer feedback, with e-commerce playing a crucial role in shaping effective business strategies Understanding e-commerce consumer behavior is essential for companies to enhance customer insights and adapt to market demands Many organizations recognize that e-commerce significantly influences customer motivation and purchasing patterns By analyzing e-commerce usage, businesses can better understand customer preferences, align their offerings with contemporary needs, and seize valuable market opportunities, ultimately leading to improved customer satisfaction.

As the e-commerce system evolves, the notion of customer satisfaction has become increasingly varied in its expressions Notably, research by international authors on this topic began in the late 1990s and continued into the early 2000s.

Customer satisfaction is defined as an emotional response to the experience with a product or service (Bachelet, 1995) It reflects the perceived value customers derive from their interactions, highlighting the comparison between current offerings and previous experiences (Oliva, 1995; Oliver and Bearden, 1995).

According to Oliver (1990), satisfaction is defined as a response that elicits feelings of pleasure, where users feel that the service effectively meets their needs and goals, resulting in excitement and contentment By 1997, Oliver expanded his definition of satisfaction to encompass both emotional dimensions and user experiences.

14 customers Satisfaction is defined as the consumer's response, including positive and negative feeling, towards fulfilling their desires

Zeithaml and Bitner (2000) defined customer satisfaction as the evaluation of a product or service based on how well it meets the customer's wants and needs This definition emphasizes that customer satisfaction is an assessment that reflects the alignment of a product or service with consumer expectations.

According to Kotler (2004), customer satisfaction is the level of a person's sensory state resulting from comparing the results obtained from the consumption of a product/service and the customer's expectations

Yang & Peterson (2004) and Chen & Tsai (2008) argued that a customer's satisfaction is a concept that measures all levels of satisfaction of that customer with the service organization after all customer interactions

User satisfaction refers to an individual's feelings of approval or disapproval regarding a service in a specific context This sentiment may arise from addressing a current issue or be influenced by a cumulative assessment of past experiences (Woodruff Gardial, 1996).

Customer satisfaction in e-commerce hinges on the comparison between their expectations and the actual quality of the purchased product or service Essentially, satisfaction is determined by the gap between perceived outcomes and anticipated results.

1.2.2.2 The role of learning satisfaction when using e-commerce

Customer satisfaction can be categorized into three levels: dissatisfaction occurs when performance falls short of expectations, satisfaction is achieved when performance meets expectations, and delight arises when performance exceeds expectations.

Buyers' expectations are shaped by their past shopping experiences, individual needs, recommendations from friends and family, as well as the information and promises made by marketers and competitors Understanding these influencing factors is crucial for effectively meeting user expectations.

15 satisfaction they are serving, marketers must conduct customer research (Philip Kotler, 2004)

Measuring customer satisfaction is crucial for businesses, as it encompasses various factors that influence consumer perceptions of products and services Understanding these factors is essential for sellers, as a medium level of satisfaction is insufficient for market retention or growth through customer referrals Many companies prioritize optimizing consumer satisfaction to build a loyal customer base, rather than solely addressing negative experiences Instead of employing a one-size-fits-all strategy, businesses should analyze specific variables that impact customer satisfaction to develop tailored approaches By focusing on the root causes of dissatisfaction, companies can implement targeted strategies that effectively enhance customer satisfaction without the need to address every influencing factor simultaneously.

Understanding customer satisfaction is crucial for businesses, particularly when targeting individual customer segments By categorizing customers based on their satisfaction levels, businesses can develop tailored strategies for each group Satisfied customers are more likely to demonstrate loyalty, continue purchasing, and recommend products to others Moreover, acquiring new customers is six times more expensive than retaining existing ones, and highly satisfied customers are willing to pay a premium for their preferred products or services Therefore, maintaining high customer loyalty is essential for maximizing profits.

16 promote products and services to please ensure the customer group with a stable level of satisfaction intends to continue using the product or service

When evaluating user satisfaction, prioritizing complete user satisfaction is crucial for fostering loyalty While passive satisfied users may switch to competitors at any moment, those who feel "completely satisfied" are more likely to remain loyal to the business This insight enables companies to tailor their service quality improvement strategies to meet the diverse needs of different customer segments.

RESEARCH MODEL ON THE USE AND SATISFACTION OF E-

1.3.1 Theoretical basis of the research model

Delone and McLean's influential model of information systems, developed from studies between 1981 and 1987, identified six interdependent variables crucial for successful information systems: system quality, information quality, usability, user satisfaction, personal influence, and organizational influence Building on Shannon & Weaver's communication theory, the model emphasizes that the technical efficiency of a system is vital for generating accurate information, which is a key measure of success Mason's "influence" theory further refined the model by replacing efficiency with the concept of influence, highlighting a sequence of events where receiving information impacts both the receiver and the system This comprehensive framework led to the identification of six aspects of information systems: system quality, information quality, usage, user satisfaction, individual impact, and organizational impact Since its introduction, the model has undergone modifications, including the addition of service quality in 2003, enhancing its relevance in the field of information systems research.

17 usage, user satisfaction, and net system benefit, substituting for the two impact variables individual and organizational impact

Figure 1.1 Information System Successful Model - Delone and Mclean

Since its introduction in 1992, the DeLone and McLean information systems model has inspired nearly 300 journal articles focused on measuring system-related variables in information systems (IS) The Internet serves as a powerful commercial and communication medium, forming a measurement framework based on communication theory In the realm of e-commerce, the primary users are customers and suppliers, who engage in buying and selling transactions These electronic decisions and transactions significantly impact individual users, organizations, industries, and even national economies According to the DeLone and McLean ISSM model, six variables influence the quality of e-commerce systems.

This study investigates the use and satisfaction of Vietnamese e-commerce customers during the COVID-19 pandemic, utilizing a modified version of the DeLone and McLean ISSM model (2003) to suit the local context The research aims to evaluate the effectiveness of information systems in enhancing customer experiences in the Vietnamese e-commerce landscape By analyzing key variables within this framework, the study seeks to provide insights into customer behavior and satisfaction levels amidst the ongoing health crisis.

Effective decision-making in organizations hinges on evaluating information system performance, as highlighted by Gu and Jung (2013) Their research emphasizes the importance of user satisfaction with e-commerce applications, analyzing four key variables: System quality, Information quality, Service quality, and Customer satisfaction Among these, System quality plays a crucial role in determining overall user experience and satisfaction.

An information system integrates hardware, software, and communication networks to collect, create, reproduce, distribute, and share data, ultimately supporting an organization's goals It employs information technology to manage information across various business processes Within an organization, information systems enhance internal governance by fostering understanding, unifying actions, and maintaining strength, which contributes to a competitive advantage Externally, these systems enable organizations to gather customer insights, enhance services, boost competitiveness, and drive development.

According to DeLone and McLean (1992), various metrics such as reliability, response time, ease of use, usefulness, flexibility, accessibility, and cost-benefit analysis have been identified to assess the value of information processing systems Rainer and Watson (1995) emphasize that ease of use and specific operational functions are critical measures of system quality in evaluating information system success Eldon (1997) expands on this by defining system quality to encompass response time, ease of access, user requirement perceptions, data error correction, security models, documentation, flexibility, and integrity Liu et al (2000) further assert that system quality should include security, quick access, error correction, perceived ease of use, and overall system integrity.

(2002) use perceived ease of use as an aspect of system quality in evaluating

Information Systems Services (ISS) and the models proposed by Negash et al (2003) emphasize the importance of information systems interoperability and accessibility as key components of system quality According to DeLone & McLean (2003), system quality encompasses several factors, including adaptability, perceived usefulness, reliability, response time, and perceived ease of use These elements collectively contribute to the overall effectiveness and user satisfaction of information systems.

According to research on information system modeling (DeLone & Mclean,

Information quality, as defined by Madnick and Wang (1992), refers to the quality of a system's output, while Zmud (1978) identifies four key dimensions of information structures: information quality, relevancy, format, and meaning Their analysis highlights four components of information quality derived from faulty organizational data: completeness, accuracy, relevance, and consistency Wand and Wang (1996) further refine the concept by emphasizing task independence and outlining intrinsic information quality elements: completeness, clarity, meaningfulness, and precision The effectiveness of an information system is evaluated based on the quality of information it delivers, which includes reliability, completeness, accuracy, presentation, and timeliness Standards for information quality are articulated to ensure clarity and effectiveness in data management.

Reliability is crucial for ensuring authenticity and accuracy in information, as unreliable data can have severe repercussions for an organization For instance, errors in the sales invoice system can lead to customers being charged more than the actual value of their purchases, damaging the store's reputation This negative perception can result in a decline in customer trust, ultimately reducing orders and decreasing sales.

- The completeness of the information represents the coverage of issues to meet the requirements of system managers and system users The use of incomplete

20 information may lead to decisions and actions that do not respond to the requirements of the actual situation

The accuracy of information is a crucial factor in evaluating its quality Inconsistencies across various sources, lack of clarity, overuse of acronyms, ambiguity, and poor organization can render information incorrect and unhelpful for users This not only leads to wasted resources in information creation but also results in costly business decisions due to missing essential data.

The presentation element plays a crucial role in assessing the quality of information displayed to users, impacting both individual and institutional customers A well-structured format enhances the shopping experience and overall satisfaction, while unclear or unscientific presentation can lead to user discomfort and inconvenience.

Timeliness is crucial for an effective information system, as information must be delivered when needed to be valuable Even if information is reliable, understandable, adaptable, and secure, it becomes ineffective if not provided promptly To optimize the overall performance of an information system, it is essential to ensure that timely information is consistently delivered to users.

Pitt et al (1995) proposed incorporating "service quality" into DeLone and McLean's (1992) information system success model Their evaluation of SERVQUAL highlighted that service quality is crucial for assessing information system success and plays a significant role in enhancing customer satisfaction.

In 2003, researchers recognized the significance of service quality alongside system quality and information quality in influencing customer satisfaction This acknowledgment has positioned service quality as a crucial component in leveraging information technology effectively.

SERVQUAL has been utilized to evaluate the quality of information system technology, highlighting the challenges in assessing service quality due to the intangible nature of services Unlike tangible products that can be physically experienced, services are heterogeneous and inseparable, making it difficult to define their quality Researchers have sought to establish a clear definition of service quality, which encompasses the overall support provided by the service provider.

In the context of electronic access systems, service quality includes aspects such as responsiveness, reliability, empathy, authority, and overall quality of the information system

Each customer often perceives quality differently, and therefore customer participation in the development and evaluation of service quality is very important

THE CURRENT SITUATION ON THE USE OF

BACKGROUND

Since late 2019, COVID-19 emerged in Wuhan, China, and rapidly spread throughout 2020, significantly impacting both the Vietnamese and global economies On January 30, 2020, the World Health Organization (WHO) declared a global health emergency By April 27, 2021, there were over 148 million recorded infections and more than 3 million deaths worldwide Despite vaccination efforts in many countries, new outbreaks continue, particularly with the emergence of COVID-19 variants Currently, the United States, India, and Brazil are experiencing the most severe epidemic situations.

Figure 2.1 The map of COVID-19 cases worldwide

In Vietnam, with more than

2850 infections in country and 35 deaths (Ministry of Health), the COVID-

The COVID-19 pandemic has significantly hindered businesses in connecting with customers due to isolation orders aimed at controlling outbreaks This situation has disrupted supply chains and affected labor availability, leading to increased costs for implementing COVID-19 safety measures.

Especially in big cities like Hanoi and

Ho Chi Minh - the trading center of the country, the total number of infections since COVID-19 entered our country has reached more than 200 cases or Da

Nang with more than 400 cases, and the number continues to increase (Ministry of Health)

2.1.2 Vietnam's economic situation in the context of COVID-19

With its large openness and exports as one of the main growth engines,

Vietnam's economy has experienced significant setbacks, despite a notable economic and export growth rate in 2020 that positioned it as a regional and global bright spot The ongoing pandemic has posed numerous challenges for exporters, leading to interruptions and even the closure of many businesses, with some on the brink of bankruptcy due to a sudden decline in market demand Consequently, several enterprises have been forced to postpone or cancel investment projects, reflecting the profound impact of COVID-19 on the Vietnamese business landscape, as highlighted in a World Bank report.

In March 2021, a significant 87.2% of businesses in Vietnam reported being impacted negatively, with many describing the effects as "mostly" or "completely" detrimental The hardest-hit sectors included businesses operating for less than three years, particularly micro and small enterprises, as well as those located in the Central Coast region Both domestic private companies and foreign direct investment (FDI) businesses experienced severe challenges during this period.

Figure 2.2 The map of COVID-19 cases in Vietnam

The COVID-19 pandemic has severely affected various industries, with apparel facing a staggering 97% negative impact, followed closely by information and communication at 96%, and electrical equipment manufacturing at 94% Foreign Direct Investment (FDI) enterprises have also been hit hard, particularly in real estate (100% impact), information and communication (97%), and agriculture/aquaculture (95%) As a result, up to 65% of private enterprises and 62% of FDI enterprises are projected to experience revenue declines in 2020 compared to 2019, with average reductions of 36% for private enterprises and 34% for FDI enterprises Notably, micro, small, and medium-sized enterprises are facing even greater revenue reductions than their larger counterparts.

In response to the adverse effects of the COVID-19 pandemic, many Vietnamese businesses have swiftly adopted strategies to sustain their operations during the economic downturn Key measures include enhancing e-commerce activities, improving product offerings, and adapting services to meet market demands while actively seeking new markets A significant number of businesses have implemented various COVID-19 response strategies, with foreign direct investment (FDI) enterprises primarily focusing on providing protective gear for employees Additionally, companies are embracing flexible working methods and stocking up on goods and raw materials, with 20% of private enterprises and 24% of FDI enterprises opting for this approach Furthermore, 16% of private enterprises and 24% of FDI enterprises are exploring alternative supply chain solutions, while around 13% of private and 15% of FDI enterprises have initiated digital skills training to facilitate online work methods (World Bank – March 2021).

THE CURRENT SITUATION ON THE USE OF VIETNAMESE E-

In the era of 4.0 technology, e-commerce is increasingly vital for users, leading to a surge in competition among online platforms New entrants like Adayroi and SIdeal.vn are challenging established giants such as Lazada, Tiki, and Shopee, intensifying the competitive landscape As consumers explore various purchasing options, there's a noticeable shift towards online shops and personal sellers, while traditional e-commerce sites see a decline in popularity This trend underscores the urgent need for e-commerce platforms to adapt and enhance their offerings to align with evolving consumer preferences and behaviors.

Since 2015, the e-commerce market in our country has shown consistent growth, driven by the state's development plan for the sector The industry peaked in 2019, achieving remarkable success with earnings of $2.7 billion.

In 2019, Vietnam had over 35.4 million e-commerce users, contributing to a total of 59.2 million internet users in the country This figure is projected to rise to 68 million by 2021, indicating a significant growth in online engagement Additionally, smartphone users for shopping are expected to increase from 35 million to 40 million by 2021, highlighting a shift towards mobile commerce These trends present a favorable environment for retail and small business investors to transition their investments into online platforms and leverage intermediary e-commerce channels for business activities.

Figures from the Landscape market report in 2019 show the group of electronic products; fashion products; toy and food products; personal care

In 2020, 29 key products generated significant revenue, totaling $685 million, $661 million, $478 million, and $448 million, highlighting their importance in driving profit growth A notable trend is that over 80% of customers prefer the "Cash On Delivery" (COD) payment method, indicating a continued reliance on cash transactions rather than online payments due to various reasons According to the January 2020 annual report by "We Are Social and Hootsuite," the top ten online shopping categories in Vietnam for 2019 included food and beverages (24%), mother and baby products (20%), housing and lifestyle (19%), fashion and beauty (17%), online games (14%), electronics (13%), travel bookings (12%), and online music services (9.2%).

Figure 2.3 E-commerce growth by category in 2019

Fast food has become one of the top eight products outsourced to delivery services, reflecting the rapid growth of businesses like Now.vn, GrabFood, Go Viet, and Los in the Vietnamese market Despite being relatively new to Vietnam, the intense competition has led to the exit of several online food delivery brands, including Foodpanda, Common.vn, and Lala.

2.2.2 When the COVID-19 epidemic broke out in Vietnam

In March, Vietnam officially faced the COVID-19 epidemic, prompting the government to implement social distancing and lockdown measures across major cities and provinces As traditional retail operations ceased, consumers increasingly turned to e-commerce for essential items, including fresh food and cleaning supplies.

According to the E-Conomy SEA 2020 report by Google and Temasek, Vietnam's e-commerce market reached a value of $7 billion in 2021, marking a remarkable 46% growth since 2019, the highest in three years The Department of E-commerce and Digital Economy reported that e-commerce accounted for 5.5% of total retail sales in 2020, indicating a rising number of users on e-commerce platforms This positive trend presents excellent opportunities for retail and small business investors to transition into online sales through social media and intermediary e-commerce platforms Furthermore, the 2020 Landscape market report highlighted that electronic products, fashion, toys, and food & personal care items generated the highest revenues of $685 million, $661 million, $478 million, and $448 million, respectively, showcasing significant growth potential in these sectors for continued profit generation in 2021.

The COVID-19 pandemic in early 2020 prompted a significant shift in small business habits, leading to a remarkable 46% growth in Vietnam's e-commerce sector (e-Conomy SEA 2020) This surge signals a promising future for e-commerce, as businesses leverage cost efficiency, human resources, and space to gain a competitive edge over traditional models Notably, 2020 also marked a pivotal change, allowing the trading of fresh products and food on e-commerce platforms As a result, Vietnam now ranks among the top three countries in Southeast Asia for e-commerce growth.

In the past year, We Are Social reports that the top traded items on online channels in Vietnam include travel services at $3.18 billion, followed by fashion and beauty at $1.44 billion, electronics at $1.57 billion, food and personal belongings at $1.02 billion, and furniture and home appliances at $1.09 billion.

Figure 2.5 E-commerce spending by category

From April to October 2020, Vietnam successfully maintained a COVID-19-free status in the community while enforcing stringent epidemic prevention measures International flights remained restricted due to complex global pandemic developments This situation led to a surge in domestic tourism as Vietnamese citizens sought leisure activities following social distancing during the New Year However, e-commerce platforms like Tiki, Lazada, and Sendo experienced an average decline of 9% in visitor traffic compared to the previous year According to the 2020 E-commerce market report, mobile phones have become the primary device for transactions, shifting away from traditional computer-based access, largely due to advancements in mobile technology that cater to users' everyday needs.

During the COVID-19 pandemic, minimizing contact has led to a significant rise in non-cash payment methods Online payment options, including bank cards and platforms like PayPal and Payoneer, have gained popularity not only among younger consumers but also with middle-aged customers who are increasingly adopting these methods.

The online payment sector has seen remarkable growth, with 21% of goods and services transactions occurring online Both men and women engage in online payments at similar rates of 21% and 20%, respectively, and the demographic using this payment method continues to broaden According to the Electronic Payment Market Report Landscape 2020, online and mobile transactions surged by 238% in 2020 This growth is attributed to the emergence of both new and established electronic payment applications, with over 78 organizations offering internet payment services and 45 providing mobile payment solutions Additionally, the e-payment market revenue increased by 14.2% in 2020 compared to 2019.

In 2023, the electronic payment market reached $8,904 million, with the number of users rising to 36.2 million, reflecting a 12.1% increase since 2019 Popular intermediary e-wallets like Momo, ZaloPay, Airplay, and Viettelpay have enhanced the convenience of buying and selling on e-commerce platforms, subsequently boosting purchasing power and order volumes for retailers The undeniable advantages of electronic payments have fueled significant growth and development in this sector.

Figure 2.6 Digital Payment in Vietnam 2020

During the widespread implementation of social distancing, Vietnamese individuals increased their internet usage from 3.1 hours to 3.5 hours per day, with current reports indicating an average of 4.2 hours daily (E-Conomy SEA 2020) A significant 80% of users acknowledge technology as a vital resource during the pandemic, highlighting its essential role in daily life Furthermore, according to iPrice insights, Shopee Vietnam remains the top e-commerce platform, boasting an impressive average of 68 million visits per month in the fourth quarter of 2020, marking an 11% rise from the previous quarter and a 44% increase year-over-year.

In 2019, Shopee led the e-commerce market with impressive traffic, receiving 22.2 million visits per month, followed closely by Tiki at 20.8 million visits, Lazada Vietnam with 20.8 million, and Sendo attracting 11 million visits monthly Backed by its parent company SEA Limited, Shopee effectively competes across various platforms, including both Android and iOS mobile app visits.

Figure 2.7 Top 7 Most viewed E-commerce website

RESULTS OF RESEARCH MODEL

2.3.1 Description of samples and data

The research utilized survey questionnaires coded into multiple-choice questions featuring a 5-point Likert scale, designed for respondent convenience Each question was edited for clarity, and the survey was conducted from January 1 to May 5, 2020, primarily through Google Forms Despite the challenges posed by the COVID-19 pandemic, 90 valid responses were collected, meeting the minimum sample size requirement The author adapted scales from domestic and international studies to better fit the Vietnamese market, resulting in a tailored set of proposed scales.

US1: Satisfied with the quality of the e-commerce application system

US2: Satisfied with the quality of information provided by the e-commerce application

US3: Satisfied with the responsiveness of the e- commerce application dụng

US4: Think that e-commerce application is very useful

SEQ1: Feel safe when transacting on the e-commerce platform

SQE2: E-commerce platform puts your interests as the goal

SQE3: Customer care staff is willing to work within a reasonable amount of time

SQE4: The handling of the customer service staff gives you confidence that your problem will be solved soon

SQE5: Customer care staff is knowledgeable enough to answer your questions

SQE6: Nhân viên CSKH nhanh chóng thực hiện dịch vụ hỗ trợ cho bạn

The website boasts a fast processing speed, ensuring a seamless user experience It remains consistently operational, providing reliable access at all times With various payment methods available, customers can choose their preferred option for transactions Additionally, the site facilitates online consulting, allowing customers to reach out for assistance easily.

SQ5: E-commerce website is compatible with many electronic devices, popular web browsers

SQ6: E-commerce website identifies users (provides an account for each individual to use)

SQ7: E-commerce website ensures the safety of personal information

SQ8: E-commerce website supports quick information search engine

SQ9: E-commerce website is elegantly designed, easy to see

SQ10: Beautiful fonts on E-commerce website

SQ11: E-commerce website has scientific information blocks

Novak et al 2000, Doll et al

IQ1: Information is organized by topic IQ2: Information on the website is healthy

IQ3: Information is consistent in many different sources

IQ4: Information on the website is diverse and rich

IQ5: The website provides accurate, truthful and reliable information

IQ6: Information is posted at the right time IQ7: Information is updated regularly

IQ8: Information is presented in a variety of appropriate formats

IQ9: Information is presented clearly

In a survey of 90 respondents, a significant majority, 82.2%, are young consumers aged 15-22 years, while 12.2% fall within the 23-30 age range, and only 1.1% are over 40 This indicates that the predominant demographic of respondents is tech-savvy young individuals who are well-versed in utilizing technology and the Internet.

- Gender: Of the 90 responses, there are 67 females (accounting for 74.4%),

23 males (accounting for 23.6%) It can be seen that the object of frequent shopping through the e-commerce platform is female

Figure 2.8 Sample description by age, sex

The survey revealed that a significant portion of respondents, 72.2%, earn an average monthly income of less than 5 million VND, while 12.2% fall within the 5-7 million VND range Notably, individuals with lower incomes are more inclined to engage in e-commerce shopping.

- Average time persuse of e-commerce application: 90 surveyed subjects are distributed relatively evenly in 4 time periods Consumers often use e-commerce

A significant 67.7% of users open e-commerce applications in under 20 minutes Specifically, 34.4% of users take between 10 to 20 minutes for a single purchase, while 33.3% require less than 10 minutes Additionally, 20% of users spend 20 to 30 minutes on a single click, and 12.2% take over 30 minutes to complete an order on these platforms.

Figure 2.9 Sample description by income, time of using e-commerce

A recent survey reveals that over half of respondents access e-commerce applications only 1-2 times per week, representing 54.4% of participants Additionally, 21.1% access these applications 3-4 times a week, while 20% use them daily.

- Number of transactions made in a week: 77 people made less than 3 transactions weekly (accounting for 85.6%) 11 people make 3-5 transactions in a week (12.2%)

Figure 2.10 Sample description according to the level of e-commerce access,

Under 10 mins From 10-20 minsFrom 20-30 mins Over 30 mins

43 the number of transactions performed

The concentrated sample predominantly consists of female e-commerce users with incomes below 5 million VND, attracted by the affordability and competitiveness of products on e-commerce platforms Since these customers cannot physically experience the products, they prioritize thorough research before making purchases This behavior aligns with the tendency of women to invest time in carefully evaluating options prior to online shopping.

Cronbach's Alpha is a statistical test used to assess the reliability of a scale by determining whether observed variables consistently measure the same concept This coefficient indicates the degree of correlation between observed variables within a factor, highlighting their contribution to the overall conceptual value of that factor.

Cronbach’s Alpha if Item Deleted

Source: Results from processing Eview

The reliability of the scale was evaluated using Cronbach's Alpha, achieving an acceptable reliability level with a correlation coefficient greater than 0.3 for the total variable The results indicate that all observed variables demonstrate a strong correlation with the overall scale, confirming their reliability and validity for subsequent analysis without any exclusions.

Before conducting regression analysis, it is essential that the independent and dependent variables exhibit a strong linear correlation The outcomes of the linear correlation analysis serve as the foundation for regression analysis and help identify any multicollinearity present among the independent variables.

Table 2.4 Pearson correlation analysis results

** Correlation is significant at the 0.01 level (2-tailed)

The results of the rank correlation test show that the independent variables are all correlated with the dependent variable, User satisfaction, in which the

Information Quality variable has the highest correlation of 0.807 The independent variables are also independent of each other (Sig < 0.05)

From here, the variables are included in the linear regression analysis to determine the influence of the independent variable on the dependent variable

All hypotheses were analyzed using SPSS software, and multiple regression was used for all experimental hypotheses:

H1: System Quality has a positive effect on User Satisfaction with an e- commerce system

H2: Information Quality of e-commerce has a possible effect on customer satisfaction

H3: Service Quality has a positive effect on User Satisfaction with an e- commerce system

The results of the linear regression analysis on SPSS 20 software are as follows:

Std Error of the Estimate

1 826 a 683 677 38441 2.082 a Predictors: (Constant), SEQ, SQ, IQ b Dependent Variable: US

The analysis revealed an R² value of 0.683 and an adjusted R² of 0.677, indicating that the independent variables accounted for 67.7% of the variance in customer satisfaction with e-commerce services This suggests that 32.3% of the variance is attributed to factors not included in the model and errors Additionally, the Durbin-Watson coefficient was calculated at 2.082, falling within the acceptable range of 1.5 to 2.5.

49 there is no first-order series autocorrelation, which means that the model does not violate the assumption of independence of error

Table 2.6 The results of analysis of variance ANOVA

Total 81.014 177 a Dependent Variable: US b Predictors: (Constant), SEQ, SQ, IQ

The ANOVA test obtained the value F = 124.745 and the Sig coefficient 0.000 shows that the multiple linear regression model fits the data set and can be used

Table 2.7 Multivariate regression Coefficients a results

The analysis reveals that all three variables—SQ, IQ, and SEQ—exhibit significant explanatory power for the dependent variable, Satisfaction, with significance values below 0.05 The regression coefficients indicate a positive relationship, with IQ demonstrating the strongest influence on Satisfaction at a coefficient of 0.519, followed by SEQ at 0.202, and SQ at 0.164.

2.3.2.4 Explain the meaning of model results

According to the results of multivariable regression, customers' satisfaction using e-commerce services is affected by all three factors in the measurement model

- The Information Quality factor has the strongest and most positive influence on Customer Satisfaction When Information Quality increased by 1 unit, Customer Satisfaction also improved by 51.9%

- Next, the Service Quality factor also has the possitive effect on Customer Satisfaction For every 1 unit of Service Quality improved, Customer Satisfaction increases by 20.2%

- The last factor in the model has positive impact with Customer Satisfaction is System Quality When System Quality is improved by 1 unit, Consumer Satisfaction increases by 16.4%.

SOLUTIONS TO IMPROVE CUSTOMER SATISFACTION

DEVELOPING TRENDS OF E-COMMERCE

E-commerce in the world is currently a trend, occupying a high market share Cumulative data predicts a 376.9% increase in worldwide e-commerce sales, according to Statista over the most recently tracked period

Specific figures on the e-commerce market by region were also recorded and re-evaluated: Asia ($831.7 billion), North America ($552.6 billion), Europe ($346.5 billion), Australia ($18.6 billion), Africa and the Middle East ($18.6 billion)

Figure 3.1 Retail E-commerce sales worldwide

Even regions that still lack many conditions, such as Africa and the Middle East have achieved impressive numbers, confirming the great influence of e-

Asia is currently the leading region in global e-commerce, boasting revenue levels that surpass the United States, the second-largest market This dominance is driven by its vast population, rapid urbanization, and significant technological advancements Notably, China stands out as the largest e-commerce market in the world, solidifying Asia's position as a powerhouse in the digital commerce landscape.

Figure 3.2 Ten largest E-commerce markets in 2020

The rapid evolution of online marketing is significantly transforming e-commerce platforms, leading to the emergence of new trends each year in the online shopping industry As we look ahead, several key e-commerce development trends are expected to gain traction in the coming year.

Shopping via mobile devices like smartphones and tablets now represents 50% of all internet traffic, allowing customers to shop anytime and anywhere Failing to enhance your website and mobile app could result in losing a significant number of customers Additionally, Google has introduced new ranking algorithms that prioritize mobile optimization, meaning that how well your site performs on mobile will directly impact its search engine ranking.

57 upgrading websites and apps on mobile platforms is necessary and should be aimed at full-screen form, micro-interaction, adding video content, grid layout, for the best quality

Virtual Assistants enhance customer interaction with sales support by enabling real-time communication through AI-powered chatbots or live agents They facilitate customer inquiries and provide immediate responses, while more complex issues are escalated to managers and sales personnel As technology evolves, virtual assistants are becoming increasingly vital in the online shopping landscape.

The Internet of Things (IoT) refers to a network of interconnected devices, machines, and even living beings that can transmit data autonomously Over the past five years, IoT has significantly enhanced e-commerce development, enabling companies to connect with a global customer base and rapidly increase revenue According to research by McKinsey, the integration of IoT in e-commerce is projected to boost revenue from $410 billion to $1.2 trillion by 2025 Additionally, IoT allows e-commerce platforms to engage with customers through connected devices, enabling behavior tracking and personalized offers.

Investing in multilingual capabilities is essential for e-commerce platforms as borderless trade continues to expand, significantly impacting their revenue potential A survey conducted by Common Sense Advisory in 2014 revealed that among 3,000 online shoppers from ten countries, language played a crucial role in influencing their shopping preferences and purchase decisions.

Building and processing product information in the customer's language, including category and product titles, is crucial for e-commerce platforms This should be done only after ensuring accurate translations Implementing holistic techniques can significantly impact buyer decisions.

Virtual reality (VR) and augmented reality (AR) technologies are revolutionizing online shopping by enabling consumers to view products through immersive 3D experiences from various angles This innovative approach is set to enhance the shopping experience significantly, leading to a shift in consumer behavior E-commerce platforms that adopt VR/AR technology will gain a competitive edge in the market.

As technology and software applications evolve, businesses must adapt to the latest trends in e-commerce to enhance the shopping experience for customers By integrating the right innovations into their platforms, companies can streamline the purchasing process and make buying easier than ever.

Vietnam is seizing opportunities and rapidly integrating with e-commerce in the world Notable trends of Vietnam's e-commerce development in the future include:

In 2019, Vietnam's e-commerce landscape faced significant challenges with the collapse of major platforms like Lotte.vn and Adayroi The difficulties persisted into 2020, as platforms such as Shopee, Lazada, Tiki.vn, and Sendo struggled amid the COVID-19 pandemic Despite substantial investments, these platforms prioritized increasing user traffic over profitability, which proved insufficient for sustainable business operations Ultimately, e-commerce platforms rely on consumer spending to generate profits, highlighting the critical need for a balanced approach to growth and revenue generation.

E-commerce in Southeast Asia faces significant challenges due to inadequate delivery services that fail to meet customer expectations The COVID-19 pandemic and subsequent social distancing measures have intensified these issues, making e-commerce a vital industry Research from iPrice and Parcel Performance (2020) indicates that delivery times have increased by 1-3 days compared to pre-pandemic levels, leading to widespread customer dissatisfaction with service quality.

In Vietnam, the transaction speed is notably the second slowest in the region, with new products taking an average of 5 to 6 days to reach consumers As delivery speed remains a crucial factor influencing consumer choices, it will increasingly serve as a competitive edge among e-commerce platforms in the future.

Despite the closure of some e-commerce platforms in Vietnam over the past year, new and more efficient small and medium-sized platforms are emerging Notable examples include TheGioiSkinFood, which focuses on Korean cosmetics, Fado.vn, a cross-border e-commerce platform, and Juno, specializing in women's fashion accessories These platforms have seen a significant increase in visitor traffic, highlighting the opportunities available in the evolving e-commerce landscape.

SOLUTIONS TO IMPROVE CUSTOMER SATISFACTION USING E-

To foster the growth of information technology (IT) and e-commerce markets, it is essential to establish supportive policies, particularly focusing on tax incentives and favorable lending rates for businesses implementing e-commerce solutions Regular inter-sectoral inspections should be conducted by relevant departments and agencies to monitor e-commerce development at the local level, ensuring effective policy implementation and law enforcement in the e-commerce sector.

To protect consumer rights in e-commerce, it is essential to implement comprehensive legal regulations that prevent businesses from engaging in harmful practices Additionally, updating cybersecurity laws is crucial to align with technological advancements Enhancing information technology systems and incorporating scientific and technical innovations from developed countries will help establish a modern and secure e-commerce environment for users.

3.2.3 Cooperate with online payment acceptance agencies

E-commerce companies should promote the development of application of non-cash payment methods and means E-commerce platforms should be the pioneers to launch Shop Mall stores to ensure product reputation and quality; consumers should choose products from stalls to avoid fraud and rest assured to use the modern payment methods by credit cards, e-wallets, etc At the same time, consumers also need to sympathize with sellers because goods may have problems from warehouse to transport to consumers, so quality may vary

The government must enhance investment in essential transportation infrastructure, including ports, airports, train stations, and bus systems, to improve accessibility for travelers Additionally, it is crucial to develop comprehensive logistics planning at both provincial and national levels, ensuring alignment between infrastructure development and logistics service industry growth By systematically building technical infrastructure for logistics activities across the country, a favorable business environment will be created, boosting the efficiency of logistics enterprises and fostering industry development.

3.2.5 Develop human resource training activities

To enhance human resources in e-commerce, it is essential to organize various training courses and professional seminars across different regions, aimed at improving knowledge in e-commerce and logistics Companies should focus on building specialized teams by selecting staff trained in IT and e-commerce Additionally, organizing seminars to highlight the benefits of e-commerce will help shift consumer habits from traditional shopping at supermarkets and markets to embracing online shopping.

RECOMMENDATIONS TO IMPROVE CUSTOMER

To enhance the e-commerce landscape, management agencies must review and update existing policies and legal frameworks to support the integration of digital technologies in business models This includes refining regulations governing e-commerce operations and cross-border transactions to foster healthy competition Additionally, it is essential to establish comprehensive legal guidelines for dispute resolution and addressing violations within the e-commerce sector.

To foster e-commerce development, management agencies must establish effective infrastructure and create a supportive environment through practical management policies These policies should facilitate e-commerce operations while safeguarding consumer interests Additionally, timely improvements to tax policies for e-commerce are essential to benefit taxpayers and mitigate potential negative impacts associated with online commerce.

To enhance e-commerce in Vietnam, management agencies must prioritize the development of technical infrastructure and create tailored application solutions for businesses Additionally, organizing various initiatives to stimulate consumer demand is essential for boosting e-commerce sales and revenue, enabling businesses to stay aligned with global digital technology trends.

E-commerce in our country emerged later than in many other nations due to underdeveloped infrastructure and logistics systems However, since 2016, technological advancements have significantly boosted the e-commerce sector, enabling consumers to increasingly embrace online shopping.

62 practice online shopping Despite the strong development, e-commerce still receives many mixed opinions from consumers

The study demonstrates a positive correlation between the identified scale factors and consumer satisfaction, indicating that the scale is effective in evaluating consumer satisfaction levels Based on these findings, consumers are encouraged to consider these factors when assessing their own satisfaction.

To enhance system quality, consumers must embrace new technologies and increase their awareness of information technology It's crucial for them to understand online safety measures and to refrain from sharing personal information to mitigate potential risks Additionally, consumers should actively contribute ideas to develop e-commerce systems that enhance their personal experiences.

In the e-commerce landscape, consumers must take responsibility for their purchasing decisions by actively seeking information beyond what sellers provide This includes researching similar products, consulting reviews from previous users, and leveraging resources like YouTube for product evaluations by vloggers Engaging in detailed discussions with sellers is crucial, yet statistics reveal that one-third of consumers feel hesitant to communicate, often due to shyness, which can hinder their buying experience Sellers, on the other hand, appreciate open dialogue to better understand customer needs and offer tailored advice.

To ensure a high-quality shopping experience in e-commerce, consumers must collaborate respectfully with businesses and sellers Maintaining a calm demeanor and behaving courteously is essential when addressing any issues that may arise on online platforms.

To build trust and loyalty among consumers, e-commerce platforms must prioritize the quality of information and products offered by sellers This involves implementing stringent quality control measures, including registration and inspection policies for wholesalers and retailers Additionally, shops should provide necessary certifications, such as origin and quality assurance documents By enhancing quality control policies and product designs, e-commerce platforms can boost buyer confidence Furthermore, addressing unfinished orders through proactive communication, such as calls or emails, can help reassure customers and encourage them to complete transactions, ultimately fostering greater trust in the platform.

To enhance service quality, e-commerce businesses must prioritize user feedback In addition to booth evaluations, platforms should implement a feature that allows users to report negative experiences directly By enabling customers to provide immediate feedback on stores that do not meet quality expectations relative to their prices, e-commerce platforms can effectively filter and manage these listings This proactive approach not only improves website quality but also fosters user trust and satisfaction.

To enhance system quality, e-commerce platforms should minimize outsourced advertising, boost cashback discounts, and increase promotional efforts on social media Additionally, improving order confirmation times and website management is essential, alongside establishing a public feedback channel for customer interaction Businesses must consistently update their interface and design to align with current trends, ensuring the website appears attractive, professional, and trustworthy Most importantly, e-commerce platforms must prioritize the security of customer information and transactions.

64 information against the current threat of information theft If creating trust is not built right from the smallest things like user's personal information, it means losing your reputation

This article analyzes research findings from Chapters II and III to propose future trends in e-commerce development, along with solutions and recommendations to address current challenges It aims to provide relevant stakeholders with strategic directions to enhance user engagement and satisfaction in Vietnam's e-commerce landscape, particularly in light of the ongoing COVID-19 pandemic.

Summary

Amid the ongoing impact of the COVID-19 pandemic, Vietnamese consumers are increasingly turning to online shopping, moving away from traditional brick-and-mortar stores to adapt to the new normal This shift has fueled the growth of e-commerce, intensifying competition among suppliers to meet consumer demands Consequently, evaluating the performance quality of e-commerce platforms in Vietnam, based on user experience and satisfaction, is crucial for informing effective business strategies and enhancing enterprise development.

The study reveals that System Quality, Information Quality, and Service Quality significantly enhance customer satisfaction in e-commerce This research offers valuable insights for businesses to refine their e-commerce strategies and future development plans Additionally, it suggests measures for management agencies to elevate the quality of e-commerce systems and foster further growth in Vietnam's e-commerce sector For consumers, the findings promote a deeper understanding of e-commerce platforms, encouraging smarter purchasing decisions and enhancing overall satisfaction with their online shopping experiences.

Limitations

In addition to the research results mentioned above, some limitations need to be overcome to be complete

The study faced challenges in designing the survey questionnaire for data collection due to time constraints, survey costs, and the impact of COVID-19, resulting in a limited number of responses Specifically, the analysis was conducted on only 90 samples, which does not represent the entirety of Vietnam's e-commerce customers Additionally, the measurement of critical factors such as System Quality, Information Quality, and Service Quality was restricted in scale, focusing narrowly on the sample population.

The study reveals that over 80% of participants fall within the young customer segment aged 15 to 22 years, indicating a lack of age diversity in the research Additionally, the absence of questions regarding participants' locations limits the understanding of the demographic scope of e-commerce platform users in Vietnam.

Secondly, the research model built is quite simple, which does not explain all the changes in customer satisfaction when experiencing e-commerce in Vietnam.

Future research

This study also contributes to providing a reference source for future research to continue to develop From the above limitations, the research team proposes some further research directions such as:

To enhance the objectivity, representativeness, and inclusivity of research, it is essential to broaden the scope of sample size, diversity, and sampling space This approach will facilitate the development of survey content that clearly and comprehensively describes the observed variables, ultimately improving data quality and ensuring a more accurate reflection of the relevant factors.

Secondly, develop, change or add more independent and regulatory variables following the model and context of the e-commerce market in each development stage of Vietnam

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APPENDIX SURVEY FORM COLLECTING DATA

1 Độ tuổi khi sử dụng TMĐT

3 Mức thu nhập của bạn

II Mức độ sử dụng dịch vụ TMĐT

1 Thời gian trung bình mỗi lần sử dụng TMĐT?

2 Bạn có thường xuyên truy trang web/ứng dụng TMĐT?

3 Số lượng giao dịch được thực hiện trong 1 tuần?

4 Mục đích truy cập trang web/ứng dụng TMĐT

B Mua hàng C Truy cập theo thói quen

III Mức độ hài lòng sử dụng dịch vụ TMĐT

73 Đánh giá của khách hàng về trải nghiệm sử dụng ứng dụng TMĐT với 5 mức độ:

1 Hoàn toàn ko đồng ý; 2 Không đồng ý; 3 Không ý kiến; 4 Đồng ý; 5 Hoàn toàn đồng ý

1 Tốc độ xử lý của trang web/ứng dụng là nhanh chóng

2 Trang web/ứng dụng luôn được hoạt động liên tục

3 Trang web/ứng dụng tương thích với nhiều thiết bị điện tử, trình duyệt web phổ dụng

4 Trang web/ứng dụng định danh người sử dụng (cung cấp tài khoản cho mỗi cá nhân sử dụng)

5 Trang web/Ứng dụng đảm bảo an toàn thông tin cá nhân

6 Trang web/Ứng dụng hỗ trợ tìm kiếm thông tin nhanh chóng

7 Trang web/ứng dụng cho phép liên hệ với bộ phận tư vấn online

8 Trang web/ứng dụng có những hình thức thanh toán khác nhau

9 Trang web/Ứng dụng được thiết kế trang nhã, dễ nhìn

10 Kiểu chữ và phông chữ trên trang web/ứng dụng đẹp

11 Trang web/ứng dụng có các khối thông tin trình bày khoa học

1 Bạn cảm thấy an toàn khi giao dịch với

2 Shopee đặt lợi ích của bạn là mục tiêu của họ

3 Nhân viên CSKH sẵn sàng làm việc trong thời gian hợp lý

4 Cách xử lý của nhân viên CSKH tạo niềm tin cho bạn rằng rắc rối của bạn sẽ được giải quyết sớm

5 Nhân viên CSKH có đủ hiểu biết để trả lời thắc mắc của bạn

6 Nhân viên CSKH nhanh chóng thực hiện dịch vụ hỗ trợ cho bạn

C CHẤT 1 Thông tin trên trang web/ứng dụng được sắp xếp theo đúng chủ

2 Thông tin trên trang web/ứng dụng là lành mạnh

3 Thông tin trên trang web/ứng dụng có sự thống nhất ở nhiều nguồn tin khác nhau (quảng cáo trên facebook, Instagram, )

4 Thông tin trên trang web/ứng dụng đa dạng và phong phú

5 Trang web/Ứng dụng cung cấp thông tin chính xác trung thực và đáng tin cậy

6 Thông tin trên trang web/ứng dụng được trình bày rõ ràng

7 Thông tin trên trang web/ứng dụng được đăng tải vào thời gian thích hợp

8 Thông tin trên trang web/ứng dụng được cập nhật thường xuyên (Vd: cập nhật thay đổi từ người bán)

1 Bạn hài lòng với chất lượng hệ thống trang web/ứng dụng

2 Bạn hài lòng với chất lượng thông tin cung cấp bởi trang web/ứng dụng

3 Bạn hài lòng với mức độ đáp ứng yêu cầu của trang web/ứng dụng

4 Bạn cho rằng trang web/ứng dụng là rất hữu ích

CHỈ SỐ TƯƠNG ĐỒNG NGUỒN INTERNET ẤN PHẨM XUẤT BẢN BÀI CỦA HỌC SINH

1 Submitted to National Economics University

2 Submitted to University of Economics Ho Chi Minh

4 Submitted to University of Northampton

5 Submitted to Kaplan International Colleges

12 Submitted to Hoa Sen University

13Submitted to Da Nang University ofEconomics

15 Submitted to Vietnamese-German University

Loại trừ Trích dẫn Mở Loại trừ trùng khớp < 30 words

Loại trừ mục lục tham khảo Mở