btec level 5 hnd diploma in business unit 19 research project

This research intends to evaluate how Vietnamese consumers'''' online buying behaviors have changed in response to the COVID-19 outbreak.. The act of purchasing goods or services through th

ASSIGNMENT 02 FRONT SHEET

 Summative Feedbacks  Resubmission Feedbacks

Internal Verifier’s Comments:

ii

ANALYZE VIETNAM COMMERCE TRENDS AFTER

E-COVID-19

1 Define the online shopping method 8

2 Define online shopping behavior 9

3 the development of online shopping in Vietnam and other countries after 10

II Problem statement/ rationale of the dissertation 12

III Research objective & research question 12

1 Research objective 12

2 Research Question 12

IV RESEARCH METHOD OVERVIEW 12

V Research scope 13

VI Limitations and research ethics: 13

CHAPTER 2: LITERATURE REVIEW 14

I Overview of domestic documents 15

II The pro and cons of e- commerce behavior affact shopping behavior 18

1 Research design - research process 25

2 The steps of the research process 25

II Research method 28

II Cronbach's alpha 41

2 Perceived ease of use 42

3 Risk 42

4 Customer behavior 43

III Correlation Matrix 43

IV Cronbach’s Alpha 44

CHAPTER 5 CONCLUSION AND SUGGESTION 2

I Conclusion 3

II Suggestion 4

Abstract

“Researchers and authorities are interested in forecasting consumer behavior after the pandemic, despite the fact that the COVID-19 epidemic is still difficult in many regions of the globe In order to grow or transition to online buying, this research investigates the effects of herd psychology, resilience, and awareness on many factors: Affirming expectations, contentment, and the desire to go on with online buying This research intends to evaluate how Vietnamese consumers' online buying behaviors have changed in response to the COVID-19 outbreak To do this, research hypotheses were developed using the SERVQUAL Model, PESTLE

Model, and Technology Acceptance Model (TAM) Over 100 students, office employees, and other Ho Chi Minh residents responded to a survey question online to test this theory Regression analysis was used by the author to assess the viability of these study ideas The analysis and research in this study are centered on the internet buying habits of Vietnamese customers after the COVID-19 outbreak Based on the study's results, the author will provide some recommendations to assist business organizations in expanding their online presence.”

Summary

“Consumer purchasing habits have significantly changed both internationally and in Vietnam in particular as a result of advancements in modern science and technology and the significant role of the internet Customers have gradually started to replace traditional in-person, viewing-in-person methods of purchase with e-commerce platforms (online shopping or online shopping) Online shopping has becoming more popular, particularly after the Covid-19 epidemic Online shopping has several advantages, including time savings, accessibility from anywhere, convenience, availability around-the-clock, a wide selection of goods, and a number of ways to compare goods and brands Financial loss, product performance risk, delivery risk, and psychological elements including website design, trust, and security are a few examples of perceived risks These purportedly risky and psychological factors also affect how buyers behave

when making online purchases The focus of this study is on the aspects of online shopping that influence consumers' perceptions about it The objectives of this study were to describe risk factors and psychology in the context of Vietnam as well as the age distribution of internet customers The author of this study sent survey questionnaires to office workers, college students, and schoolchildren in Ho Chi Minh City using a quantitative technique In order to gather data for the experiment, 100 respondents were chosen as the population According to survey findings, design is the most important factor when respondents make online purchases (after researching the literature and examining actual data) Risks associated with product performance and other factors, like trust and security, have a significant influence on consumer behavior when it comes to online purchases dramatically impact how consumers perceive internet shopping).”

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CHAPTER 1:

INTRODUCTION

I Background

1 Define the online shopping method

“Online shopping refers to purchasing products and services from vendors on the web Since the advent of the World Wide Web, businesses have tried to reach online users with their goods , a,o an a an of ad ae Online retailers allow customers to acquire a wide range of goods, and businesses who sell their goods online allow customers to buy almost anything Consumers may purchase hundreds of items from an online retailer, including books, clothes, furniture, toys, hardware, software, and health insurance The ease of internet shopping attracts a lot of customers When a person purchases in a physical and mortar store, for instance, she must drive there, find a parking space, and then wander all over the store until she finds the items she wants Frequently, she will have to wait in line at the checkout register after discovering the products she wants to buy The act of purchasing goods or services through the Internet is known as online shopping It entails accessing a seller's website online, making a purchase, and setting up delivery A credit or debit card may be used to make an online purchase, or payment can be made in person at the time of delivery (K T Solis, 2022)”

“Michael Aldrich, a British inventor, created electronic shopping He invented the first kind of e-commerce in 1979, allowing for the processing of both business- -business and business-toto-consumer online transactions The second key factor driving the expansion of online commerce was the introduction of the first web browser, known as "World Wide Web," in 1990

8There wouldn't be an online market without a working internet connection Tim Berners-Lee coined the name "WWW" to describe this incredible achievement Because of just one person, millions of people utilize the internet, which is home to several e-commerce companies Online commerce had its largest revolution in 1995 A first-ever online market was established 2022 (Donszem) In order to compete in areas that are very competitive, many businesses utilize online shopping to reduce their marketing expenses, which compels them to drop the pricing of their products Through internet networks, businesses supply, connect, and distribute information and goods Customers use it to assess product features, pricing, warranties, and delivery alternatives in addition to making purchases Utilizing the enormous potential of the electronic market can help businesses connect with both present and future clients more successfully Consumer behavior is a challenge for e-commerce researchers and practitioners in general According to Sailo, M (2013) Forbes (2022), the following e-commerce models are examples:”

Business-to-consumer (B2C) Businesses that sell their goods and services directly to customers The company most

associated with making a reputation for itself in the B2C market is Amazon In general, B2C transactions are less value than B2B transactions; they also have a far shorter sales cycle and no repeatability

Customer-to-consumer (C2C) customer to customer (C2C) is a business technique whereby customers may interact with one other, frequently in an online context Two implementations of C2C markets are auctions and classified advertising C2C marketing has soared in popularity with the introduction of the internet and corporations such as eBay, Etsy, and Craigslist

Business to Business (B2B) Business-to-business (B2B), commonly termed B- -B, is a kind of transaction tobetween companies, such as one between a manufacturer and wholesaler, or a wholesaler and a retailer Business- -commerce refers toto business that is performed between corporations, rather than between a firm and individual customer

2 Define online shopping behavior

“The process through which people look for, select, acquire, utilize, and dispose of products and services over the internet is known as online shopping behavior Online shopping has risen in popularity over the years, thanks to the convenience and simplicity with which consumers may haggle while purchasing from the comfort of their own home or workplace Customers use the Internet not just to purchase things online, but also to compare costs, product characteristics, and the after-sales care they would get if they bought a product from a certain online retailer (Raydiant, 2020) The behaviors themselves, such as spotting a problem or selecting to make a purchase, are based on continually shifting expectations and needs While each shopper's wants are distinct, the new expectations that are presently driving online consumer behavior are anchored in commonalities Expectations such as product availability, delivery transparency,

9affordable shipping, and, more recently, an easy purchasing process all impact how consumers decide to buy things online (and whether or not they'll stay loyal customers after they've made a purchase) (Wenzl, M., 2022)”

“Investigate online buying behavior to determine the elements that impact the buyer's attitude in the e-commerce sector and the degree to which it influences online purchasing behavior foreign internet purchasing behavior to explain consumer online shopping behavior, however, there is hardly any study that can completely cover all elements but only focuses on a few essential factors Koufaris (2002), Pavlou (2003), Mohammad and the Truth (2012), Gagandeep & Gopal (2013), ”

“Furthermore, there is a great deal of research on the attitudes and behaviors of customers in many countries, such as India, Korea, China, and Taiwan, in studies on buying behavior Online shopping is defined as the act of getting information as well as purchasing and selling Because internet buying behavior is a complex social phenomenon in terms of technological, behavioral,

and psychological factors (Ngo & Gwangyong, 2014), studies on children are currently restricted in Vietnam.”

3 the development of online shopping in Vietnam and other countries after

“Due to the repercussions connected to the Covid-19 outbreak, the majority of poll respondents reported that while they intended to return to brick-and-mortar retailers in the next months, most (73%) of them did not want to remain long in the store 65% of purchasers who participated in the poll were still anxious about getting into touch with others Some shoppers don't even want to enter the store to make a purchase.”

“Nearly three-quarters (73%) of purchasers choose home delivery instead of in-store pickup or other location More than three-quarters (77%) of purchasers claim they have ordered using a mobile device.”

“About a third of respondents indicated they use a mobile device to check costs or visit internet sites to locate items when shopping More than 70% of survey respondents agree that they have not recently remained at shops that don't have enough of the things they desire, and over half mentioned out of stock as the reason they didn't purchase at the store.”"

“Next, 58% of customers claimed it was quicker to search up information on a smartphone than to ask a store staff for assistance The majority of shop staff (64%) agree with this, leaving merchants ignorant that consumers are thinking of making an e-commerce purchase, maybe from a rival, while they are still are in the store.”

“Christanto Suryadarma, Vice President of Sales Southeast Asia (SEA), Zebra Technologies Asia Pacific, said: “The pandemic is boosting demand for click-and-collect solutions & pickup) and home delivery expanded tremendously, particularly as merchants started to introduce more order fulfillment options and reward mobile commerce transactions To meet these shifts in customer behavior, many retailers have modified their procedures and re-evaluated their views on the relevance of technology.”

“According to Ninja Van report, Vietnam presently holds 15% of Southeast Asia's entire online purchasing industry, following only Thailand with 16% and equal the Philippines According to

10the survey, Vietnamese individuals prefer online shopping and lead the area in a range of measures More than 51 million Vietnamese will shop online in 2022, a 13.5% gain over the previous year, with a total expenditure of $12.42 billion Customers indicated they use e-commerce shopping platforms often (73%), and 59% said they had frequently bought from or shopped on international websites According to the 2021 E-Commerce White Paper, the proportion of internet users in Vietnam who purchase online has climbed from 77% in 2019 to 88% in 2020 Thus, the Covid-19 outbreak, as well as the needs for distance, blockage , and restricted interaction, have boosted the interest of enterprises and consumers in online shopping (Ministry of industry and trade of the socialist republic of Viet Nam, 2022) (Ministry of industry and trade of the socialist republic of Viet Nam, 2022) According to Investment newspaper, Dang Hoang Hai - Director of the Department of E-commerce and Digital Economy (Ministry of Industry and Trade), assessed that in the past year, e-commerce has become an important distribution method, contributing to maintaining the supply chain and circulation chain in and abroad, supporting the effective consumption of a large amount of agricultural products for farmers and businesses, especially during the complicated epidemic period E-commerce sales reached more

over 13 billion USD, up 16% compared to 2020, placing Vietnam in the group of 3 nations with the fastest growth rate in online retail market share in Southeast Asia (Baodautu.vn, 2022) (Baodautu.vn, 2022) Online purchasing is getting more and more popular on websites, social networking forums, ecommerce software Especially commercial application sites such as Shopee, Lazada, Tiki, TikTok store, Shendo, are significant apps in Vietnam nowadays ”

“The e-commerce sector is on an increasing trend, anticipated to reach a total value of $5.55 billion by 2022 Two years ago, sales of online purchases amounted for just 17.8% of overall sales entire retail business It is projected that this figure would climb to 21% in 2022 and break over to 24.5% in 2025 China continues to dominate the worldwide e-commerce business, accounting for 52.1% of the world's total e-commerce sales China's entire internet sales will climb by more than $2 billion by 2021 It is also home to the highest number of online shoppers in the globe, 824.5 million individuals, accounting for 38.5% of the total request The US e-commerce industry is predicted to reach more than $875 billion by 2022, more than a third of China's market The third biggest e-commerce market is the UK, accounting for 4.8% of the retail e-commerce market share; followed by Korea (2.5%) (magenest, 2022)”

Chart 1: Asia e-commerce chart late 2021

11(Source: Report on traffic to e-commerce sites in Southeast Asia in 202 1)

“Through this graphic, it is possible to observe that consumer behaviors have altered considerably before the effect of the worldwide Covid-19 outbreak When assessing the overall traffic of users, Vietnam has become the nation with the second biggest e-commerce market, behind Indonesia This indicates the growth potential of the e-commerce business in the present setting as well as the size of the e-commerce market in Vietnam This tendency has continued to recur and continue through 2021 and represent Vietnam's e-commerce map with a surge of local firms (navee,2021) ”

II Problem statement/ rationale of the dissertation

“With the benefit of saving time, infinite locations and product prices are generally 3% to 5% cheaper than the market (since it doesn't cost much for space, employees, ), the market for buying and selling Online in Vietnam is getting more and more popular Supporting the enthusiasm of the internet market is the involvement of various buying and selling websites and classifieds Companies that control strong brands on the internet such as FPT, VNG, etc are also actively extending their market share in the sector of online shopping by investing in channels devoted to buying and selling such as chodientu.vn, 123mua.com vn, etc Along with the number of trading websites in bloom, the model of buying and selling websites is similarly diversified Most shopping websites spend in research to build their own style to show items and exploit income Besides, there are other models of "Vietnamese online market" that are highly distinctive and attract many online residents to participate, which is a model of utilizing forums to trade information about buying and selling Classified forums such as trieudo.com, 5giay.vn, muare.vn, etc now draw many visitors because of their capacity to swiftly exchange information on product themes between buyers and sellers Moreover, the COVID-19 epidemic and constraints on distance, blockage, and contact limitation have made companies and customers more interested in internet shopping Online shopping has arisen as a "salvation," not only allowing customers to protect their lives and livelihoods but also assisting producers and distributors of products increase production and business However, convenience brings with it concerns that people are concerned about Based on the dangers that consumers worry about, the author will offer ideas for companies to establish a more sustainable online network.”

III Research objective & research question 1 Research objective

“An electronic market is described as an inter-organizational information system that allows a broad variety of buyers and sellers, as well as other stakeholders, to interact and transact via a marketplace backed by complementary online services An electronic market is an online middleman aimed at developing connections between buyers and sellers, thereby enabling transactions between them In addition, e-marketplaces also typically permit trade operations between counterparties that have not had past encounters involving buyers, sellers, and e-marketplace providers Nowadays, many organizations are experimenting with trading in the electronic market to boost company efficiency, and most companies are happy when they construct a booth as well as connect with clients in the market This research will analyze online

12construct a booth as well as connect with clients in the market This research will analyze online buying behaviors of Vietnamese individuals in the post-Covid-19 scenario Besides, internet purchasing approaches that will transform the behavior of Vietnamese customers in the next few years are projected At the same time, it provides the basis for the author to offer suggestions to create online networks for enterprises in Vietnam in the future.”

2 Research Question

• How is the change and growth of online shopping of consumers after the Covid-19 epidemic?

• How do online shopping affect shopping behaviors of customer?

“In this research, we gather both qualitative and quantitative data to achieve our data collection goals More precisely, qualitative data helps researchers to evaluate the effect of COVID-19 on the tourist business in an analyzed case study, while qualitative data allows researchers to acquire insights into stakeholders' thoughts and attitudes regarding the

pandemic's influence on them business activities The research design consisted of two primary parts The first step starts with building a framework for qualitative data collection, while the second part focuses on quantitative data collection Accordingly, the research team has prepared a series of in-depth interview questions suited for the study environment at the Coca-Cola firm A pilot study was undertaken with specialists at the firm where I did Babuki in order to standardize the final interview questions Potential interview participants were carefully chosen using deliberate sampling More specifically, the study recruited 100 senators from health management organizations, 16 representatives from COVID-related organizations (e.g., the Department of Information and Communications, the Department of Health, the Department of Planning and Investment, and the Department of Finance), and 8 representatives of local authorities in the city Accordingly, the interviews were performed starting in December 2022 For the second phase of data collection, the questionnaires were arranged around significant topics arising from the interviews and connected to the study environment After that, the questionnaire was examined by Babuki economic specialists so that it could be suitably amended to finish the official questionnaire As part of the data collection cross-check, a pilot study with 100 employees from different industries was carried out to assess the validity and reliability of the scale and the content of the questionnaires Quantitative data gathering ran from October 2020 through December 2022.”

V Research scope

“In this research to gather both qualitative and quantitative data to achieve the data collecting goals More precisely, qualitative data helps researchers to evaluate the effect of COVID-19 on the tourist business in an analyzed case study, while qualitative data allows researchers to acquire insights into stakeholders' thoughts and attitudes regarding the pandemic's influence on them business activities The research design consisted of two primary parts The first step starts with building a framework for qualitative data collecting, while the second part concentrates on quantitative data collection Accordingly, the research team has prepared a series of in-depth interview questions suited for the study environment at the coca-cola firm A pilot study was undertaken with specialists at the firm where I did Babuki in order to standardize the final interview questions Potential interview participants were carefully chosen utilizing deliberate sampling More specifically, the study recruited 100 senators from health management organizations, 16 representatives from covid-related organizations (e.g Department of Information and Communications, Department of Health, Department of Planning and Investment) and Investment, Department of Finance) and 8 representatives of

local authorities in the city Accordingly, the interviews were performed from December 2022 For the second data collecting phase, the questionnaires were arranged around significant topics arising from the interviews with connected to the study environment After that, the questionnaire was examined by Babuki economic specialists so that it could be amended suitably to finish the official questionnaire As part of the data collection cross-check, a pilot study with 100 employees from industries was carried out to assess the validity and reliability of the scale and the content of the questionnaires ask Quantitative data gathering ran from October 2020 through December 2022.”

VI Limitations and research ethics:

“In the research, many limitations will occur while doing the research, such as the issue of having more results from one participant, and many research ethics will also occur while finding existing literature related to the research and surveying the participants, such as plagiarism, the safety of the participants, and more From then, it is vital for the researcher to prepare before discovering existing literature and surveying the participants to prevent as many research ethics as possible

and to make sure that there are solutions for any restrictions that the researcher may conceive of before undertaking the study.”

CHAPTER 2:

LITERATURE REVIEW