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

BANKING ACADEMY FACULTY OF INTERNATIONAL BUSINESS o0o BACHELOR’S THESIS RESEARCH ON THE USE AND SATISFACTION OF VIETNAMESE E-COMMERCE CUSTOMERS IN THE CONTEXT OF THE COVID-19 EPIDEMIC Student : PHAM MAI PHUONG Class : K20KDQTB Course : 2017-2021 Student ID : 20A4050290 Supervisor : Dr Tran Ngoc Mai Hanoi, May 2021 Tai ngay!!! Ban co the xoa dong chu nay!!! 17014128967901000000 ACKNOWLEDGEMENTS In the course of writing this thesis I have received a great deal of support and guidance from respectable people Foremost, I would like to express my sincere gratitude to my advisor Dr Tran Ngoc Mai for the uninterrupted support of my research , for her patience, motivation, enthusiasm and tremendous knowledge Her instruction helped me in all the time of research and writing this thesis Beside my advisor, I want to appreciated Banking Academy of Vietnam and the Faculty of International Business for offering good conditions for me in the process of studying in past years and completing this thesis Also, I would like to thank all lectures of the Faculty of International Business and lectures of Banking Academy of Vietnam who equipped me with useful knowledge in the university years; and my classmates and friends for their suggestions Last but not least, I would like to show best regards to my family: my parents, my sister for supporting me spiritually throughout my life i DECLARATION I assure that my Bachelor’s thesis with the topic "RESEARCH ON THE USE AND SATISFACTION OF VIETNAMESE E-COMMERCE CUSTOMERS IN THE CONTEXT OF THE COVID-19 EPIDEMIC " is my personal research with the guidance of Dr Tran Ngoc Mai – Lecturer of Falcuty of International Business at Banking Academy of Vietnam Data sources and information used during the study are collected and processed in accordance with regulations Research results in the thesis topic serve for self – study and objectively analysis I take all responsibility for my thesis Student Pham Mai Phuong ii TABLE OF CONTENT ACKNOWLEDGEMENTS i DECLARATION ii ABBREVIATIONS .vi LIST OF FIGURES vii LIST OF TABLES .vii INTRODUCTION 1 The urgent of the subject Literature review Research gap 4 Research objectives 5 Object and scope of the study Methodology Thesis structure CHAPTER I: THEORETICAL BASIS 1.1 OVERVIEW OF E-COMMERCE 1.1.1 Definition of E-commerce 1.1.2 Characteristics of E-commerce 1.1.3 The role of E-commerce 10 1.2 OVERVIEW OF THE USE AND SATISFACTION OF CUSTOMERS USING E-COMMERCE 13 1.2.1 The Use of E-commerce 13 1.2.2 Customer satisfaction 13 1.3 RESEARCH MODEL ON THE USE AND SATISFACTION OF ECOMMERCE CUSTOMERS 16 1.3.1 Theoretical basis of the research model 16 1.3.2 Research model hypotheses 22 CHAPTER II: THE CURRENT SITUATION ON THE USE OF VIETNAMESE E-COMMERCE CUSTOMERS IN THE CONTEXT OF COVID-19 EPIDEMIC 25 iii 2.1 BACKGROUND 25 2.1.1 COVID-19 epidemic situation 25 2.1.2 Vietnam's economic situation in the context of COVID-19 26 2.2 THE CURRENT SITUATION ON THE USE OF VIETNAMESE ECOMMERCE CUSTOMERS IN THE CONTEXT OF COVID-19 EPIDEMIC 28 2.2.1 Before the COVID-19 epidemic appeared in Vietnam 28 2.2.2 When the COVID-19 epidemic broke out in Vietnam 30 2.3 RESULTS OF RESEARCH MODEL 38 2.3.1 Description of samples and data 38 2.3.2 Results 45 2.4 EVALUATION ON THE USE AND SATISFACTION OF VIETNAMESE E-COMMERCE CUSTOMERS IN THE CONTEXT OF THE COVID-19 51 2.4.1 Achievements 51 2.4.2 Remaining difficulties 51 2.4.3 Reason for difficulties 52 CHAPTER III: SOLUTIONS TO IMPROVE CUSTOMER SATISFACTION USING E-COMMERCE IN VIETNAM 55 3.1 DEVELOPING TRENDS OF E-COMMERCE 55 3.1.1 Worldwide 55 3.1.2 Vietnam 58 3.2 SOLUTIONS TO IMPROVE CUSTOMER SATISFACTION USING ECOMMERCE IN VIETNAM 59 3.2.1 Promulgate regulations 59 3.2.2 Issue laws 59 3.2.3 Cooperate with online payment acceptance agencies 60 3.2.4 Develop logistics service 60 3.2.5 Develop human resource training activities 60 3.3 RECOMMENDATIONS TO IMPROVE CUSTOMER SATISFACTION USING E-COMMERCE IN VIETNAM 61 iv 3.3.1 For Management Authorities 61 3.3.2 For Users 61 3.3.3 For Businesses 63 CONCLUSION 66 Summary 66 Limitations 66 Future research 67 REFERENCES 68 APPENDIX 72 v ABBREVIATIONS Abbreviation Full meaning e-WOM Electronic Word of Mouth B2B Business to business Model AIPDB Model Attract, Inform, Position, Deliver and Building EDI relationships Exchange Digital Information APEC Asia Pacific Economic Conference WTO World Trade Organization ICT Information Commercial Technology ISSM Information System Successful Model IS Information System ISS Information Systems Services SERVQUAL Service Quality WHO World Health Organization FDI Foreign Direct Investment WB World Bank IoT Internet of Things VR/AR Virtual Reality/ Augmented Reality IT Information Technology COD Cash On Delivery vi LIST OF FIGURES Figure Page Figure 1.1 Information System Successful Model - Delone and Mclean 17 Figure 1.2 Research Model 23 Figure 2.1 The map of COVID-19 cases worldwide 25 Figure 2.2 The map of COVID-19 cases in Vietnam 26 Figure 2.3 E-commerce growth by category in 2019 29 Figure 2.4 Gross Merchandise Value 31 Figure 2.5 Ecommerce spending by category 32 Figure 2.6 Digital Payment in Vietnam 2020 34 Figure 2.7 Top Most viewed E-commerce website 35 Figure 2.8 Sample description by age, sex 41 Figure 2.9 Sample description by income, time of using e-commerce 42 Figure 2.10 Sample description according to the level of e-commerce 43 access, the number of transactions performed Figure 3.1 Retail E-commerce sales worldwide 55 Figure 3.2 Ten largest E-commerce markets in 2020 56 LIST OF TABLES Table Page Table 2.1 Model factors 39 Table 2.2 Research sample characteristics 44 Table 2.3 Reliability test results 45 Table 2.4 Pearson correlation analysis results 47 Table 2.5 Model Summaryb 48 Table 2.6 The results of analysis of variance ANOVA 49 Table 2.7 Multivariate regression Coefficientsa results 50 vii INTRODUCTION The urgent of the subject Internet in Vietnam is becoming more and more attached and directly influences Vietnamese consumption habits Online shopping service has also since become popular and chosen by many people, especially for busy people Ecommerce is no longer strange to each country's economy and is gradually becoming a trend in the "digitized" industry The COVID-19 epidemic has prompted consumers to make changes to help governments worldwide prevent the further spread of the virus, one of which is social distancing This policy makes the online buying and selling of transmissions over the Internet a convenient option to satisfy needs for goods or services While other business areas faced many difficulties or even had to decide to close, the revenue of e-commerce platforms continued to increase and achieved impressive numbers, although less than expectations from previous years The COVID-19 epidemic has shown the importance of digital transformation and application of digital technology in all activities, especially business activities of enterprises Accordingly, in addition to finding markets and customers through traditional channels, e-commerce is now a support channel, helping businesses have more opportunities to find new customers The shift from conventional shopping to online shopping has changed users' perception of e-commerce in Vietnam Simplicity and convenience are the two main reasons why users often make transactions on e-commerce platforms Through using, users have a more multidimensional and objective view of the online shopping process It is this change in perception that is a lever for e-commerce to reach closer to Vietnamese users When users have many purchasing options, it is time for e-commerce businesses to emphasize the quality of services they provide to compete for market share, revenue and profit One of the critical factors that e-commerce businesses always focus on is the use and satisfaction of consumers with e-commerce activities In the context of increasingly fierce competitive pressure because of the COVID-19 epidemic, it is indispensable to assess customer satisfaction when using e-commerce That is the basis for evaluating the limitations, thereby improving the system, overcoming the backlogs of system quality, information quality and quality of e-commerce services to consumers In short, e-commerce brings significant benefits to businesses and consumers in the context of the current COVID-19 epidemic Promoting the development of ecommerce in Vietnam requires the adjustment and development of many factors affecting customer satisfaction, namely system quality, information quality and services quality of e-commerce platforms Therefore, the author researches to implement the topic “RESEARCH ON THE USE AND SATISFACTION OF VIETNAMESE E-COMMERCE CUSTOMERS IN THE CONTEXT OF THE COVID-19 EPIDEMIC” Literature review 2.1 Domestic research In the context of e-commerce growing strongly in Vietnam, many previous authors have researched customer experience and satisfaction when using ecommerce Some notable studies are as follows: - In the study "Assess the satisfaction of individual customers in Long Bien district about the service quality of the website sendo.vn", the author Nguyen Ngoc Mai and colleagues demonstrated the service quality through different groups of factors including access efficiency, implementation efficiency, information system availability, customer responsiveness and support readiness of the Sendo.vn website The research concludes that customer satisfaction depends most on price, product quality and reliability - Authors Ha Nam Khanh Giao and Dinh Le Thuy Vy conducted a study "Customer satisfaction at Sendo.vn e-commerce platform" on 200 people in 2008 and found that Reliability is also one of factors, besides customer service, website design, and safety, have a positive impact on customer satisfaction using ecommerce In 2020, author Ha Nam Khanh Giao researched "Customer Satisfaction at Tiki.vn E-Commerce Platform" The results show that the factors influencing most customer satisfaction are Reliability and Customer Service