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
INTRODUCTION
Background
1 Define the online shopping method
Online shopping enables customers to conveniently purchase a vast array of products and services from online retailers Unlike physical stores, online shopping eliminates the need for customers to physically visit a store, search for items, and wait in checkout lines Instead, customers can browse and purchase items effortlessly from the comfort of their own devices, with the added convenience of home delivery Payment can be made securely through credit or debit cards or upon delivery.
“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-to to-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
There 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) transactions take place between companies, such as a manufacturer and wholesaler or a wholesaler and retailer B2B commerce differs from business-to-consumer (B2C) commerce in that it involves exchanges between corporations rather than between a business and an individual customer.
“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,
9 affordable 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
Amidst the lingering effects of COVID-19, consumers express mixed feelings about returning to in-store shopping While 73% plan to visit brick-and-mortar stores in the near future, they prefer abbreviated shopping trips due to concerns about prolonged interactions with others (65%) Notably, a significant portion of shoppers (an unspecified number) remain hesitant to enter stores altogether, opting for alternative purchasing methods.
“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
10 the 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 ”
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.”
Research objective & research question
“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
12 construct 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.”
• 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?
RESEARCH METHOD OVERVIEW
“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
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
13 g ) , p ) p 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.”
Limitations and research ethics
Conducting research entails potential limitations, including the possibility of biased data due to an overabundance of results from a single participant Ethical considerations must also be addressed, such as plagiarism, participant safety, and confidentiality To mitigate these challenges, researchers should thoroughly prepare by reviewing existing literature and implementing measures to prevent ethical violations Additionally, they should anticipate potential limitations and develop strategies to address them before initiating the study.
LITERATURE REVIEW
What factors impact e- commerce behavior?
METHODOLOGY
Research design or research process
“Study design is the broad method utilized by the researcher to bring together the different aspects of the study in a logical and clear fashion; it acts as the guide for data gathering, measurement, and analysis The objective of research design is to make sure that the data gathered can be utilized to address the study subject as efficiently as practical (Sacred Heart University.edu, 2022) In essence, a research proposal incorporates the eight-step research process It provides as a summary of the commitment the researcher intends to make while carrying out a study The aforementioned stages are dependant on one another in general, as may be proved by carefully scrutinizing them There are eight stages, as mentioned by IEduNote:” Step 1: Identifying the research problem
Step 3: Setting research questions, objectives and hypotheses
Step 4: Seleting a research sample design
Step 5: The design of the research sample
Step 6: Collecting data from the research
Step 7: Processing and analyzing the data collected
Step 7: Share survey and collect data
2 The steps of the research process
Step 1: Identifying the research problem
“According to DR Amar Kumar Tiwari, research issue is defined as the conscious knowledge of a common social problem, a social phenomena or a notion worth researching -
25 because it has to be investigated in order to comprehend it The researcher has to identify a study issue using his or her observations, knowledge, wisdom and abilities.”
Accoding to Sagepub.com Whether descriptive or experimental, the subject the researcher intends to study, explore, or research is known as a research problem (or phenomenon in many varieties of qualitative research) (or phenomenon in many kinds of qualitative research) It is the focus topic or rationale for taking part in the research It is frequently a topic, issue, or problem that the researcher is interested in and at least somewhat familiar\swith
A perceived difficulty, a painful experience, or a contradiction between a generally held thought and reality are all examples of research challenges Fisher et al (1993) argued that the following three conditions indicate that an issue may be a future research challenge:
- The contrast between "what it is" and "what it should be" should be cognitively distinct This means that a difference between "what exists" and "the ideal or intended condition" should exist
- The "why" of this disparity should be questioned This shows that the researcher is not aware of the reason(s) underlying this difference (for the creation of a research topic to make sense) (for the development of a research question to make sense)
- The inquiry or issue should have a least of two viable solutions
In this study work, the issue was recognized as the growth and shift in internet buying behavior in Vietnam following the Covid-19 pandemic Buying behavior grew rapidly during the Covid 19 pandemic, so after that time will effect customers shopping online The day issue has to be examined to come up with remedies and ideas for consumers and companies Consumers get smarter to utilize and firms have plans to expand in the future The author chose this topic since it is fairly prevalent and the author is one of the customers that purchase online Thus, the author identifies the research issue and starts to conduct out research
A literature analysis involves reviewing published materials within a specific field or research topic Through descriptions, summaries, and critical assessments, researchers synthesize information to derive novel insights or integrate new interpretations with existing knowledge Literature reviews often identify methodological challenges, prompting researchers to define their research parameters based on context, time frame, and methodology This process ensures that the research addresses specific research needs and contributes to the evolution of the subject matter.
In Chapter 2 of this research paper, the author has studied and evaluated issues connected to the primary problem to acquire an outline of the situation Based on prior sources, the33 author has come up with a true development and shift in internet buying behavior in Vietnam following the Covid-19 pandemic Besides, the positives and cons of internet purchasing effect shopping behavior are also highlighted Finally, we study the models and theories that impact procurement behavior (PESTLE model, Technology acceptance model (TAM) and the SERVQUAL model, Enterprise risk management (ERM) (ERM)
Step 3: Setting objectives, research questions and hypotheses
“According to IeduNote, after recognizing the research topic, the major analysis of the problem will enable the researcher come up with a goal for the research paper The research goals will be to select what to explore, research techniques and information collection A solid
26 research hypothesis helps the researcher decide the goal of the research article An unverified hypothesis or idea may be abandoned or support empirical facts Hypothetical arguments might give answers to research issues.”
This research was designed for the objective of investigating the internet buying pattern of Vietnamese consumers in the post-Covid-19 scenario Besides, projections concerning the future issue are also addressed Next, the impacts from the variables are assessed based on the applicable models Based on the goal and research questions presented, the author conducted a survey Besides, the author also has deeper understanding regarding the internet purchasing sector in Vietnam
• 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?
“Research designs are methods and procedures that extend judgements from broad hypotheses to particular ways for acquiring and interpreting evidence It is not required to make the choices in this approach in the order that makes the most sense to the researcher Which technique to apply while undertaking research on a topic is the key decision At this point, judgments must be taken on the worldview on which the research is based, the investigative techniques (also referred to as strategy), and the particular procedures for acquiring, evaluating, and interpreting data The sort of the research problem or issue being addressed, the researcher's past experiences, and the study's subject all have an impact in the selection of a study design (Sage Publications Inc, 2008).”
In step 4, the author conducted an internet survey using Google Forms Questions were designed to align with the research objectives and were evaluated by 5-10 participants to ensure comprehension and data quality The survey was then revised to eliminate unnecessary information and gather relevant data The author employed quantitative research methods for analysis, utilizing survey data for statistical analysis.
Step 5: The design of the research sample
A sample design is a predetermined approach for picking a sample from a given population It specifies the approach or procedure the researcher will use to pick the items for the sample The procedure that decides how many pieces should be included in the sample, or its size, is likewise created by pattern design As a consequence, the sample design was established before data was gathered The researcher should choose the trustworthy and applicable types of pattern design techniques for his inquiry (Francis, A., 2018)
The survey questionnaire is built in 2 parts: demographic questions and hypothetical questions In the demographic question the author offers questions regarding gender, age and income level to investigate whether these variables impact online purchasing behavior With the price question, the author asks questions directly relevant to the issue such as: frequency, online shopping expenditure and model-based parameters indicated in step 2 The questionnaire is examined for intelligibility and ease of information The complete survey is then released online to participants
Step 6: Collecting data from the research
Accurate data must be obtained, assessed, and reviewed from a variety of applicable sources in order to answer a research issue, address concerns, assess results, and estimate likelihood and trends (Simplilearn, 2022)
Research method
Quantitative research refers to a number of approaches for undertaking systematic analyses of social problems employing statistical or numerical data As a consequence, quantitative research requires measurement and implies that the phenomena under examination can be measured It attempts to evaluate data for patterns and correlations, as well as to confirm the measurements provided (Watson and Roger, 2015) b Quantitative research methods
To gather quantitative data, researchers may utilize research methodologies, such as the following:
- Interviews: These aid to understand a respondent's subjective opinion and experience with a given issue or situation Semi-structured interviews with open-ended questions (where respondents may answer more than "yes" or "no") are common
- Document study/literature review: A review of written materials by researchers such as archives, annual reports, research papers, recommendations, policy documents, and so on
- Group discussions: A small sample of around 6-8 individuals plus a moderator is frequently used to acquire the participants' thoughts on a given problem
- Ethnography: Data is obtained via observations and interviews and then analyzed to
28 better understand how society and people operate
Source: Busetto, L., Wick, W and Gumbinger, C (2020)
Rating scales or closed-ended questions in a questionnaire create quantitative data since they generate numerical data c Quantitative research strengths and weaknesses:
Quantitative research Direct comparisons of results:
The research may be repeated in other cultural situations, at different times,
Predetermined variables and measuring methodologies may lead you to ignore more important findings or with different participant groups Results may be compared using statistics
Big samples: Data from large samples may be handled and evaluated in a consistent and precise way using quantitative data analysis
Quantitative research often lacks context due to its artificial environments (e.g., labs) and exclusion of historical and cultural influences These omissions can impact methodology and conclusions, potentially leading to biased or incomplete results.
According to Pathak et al (2013), the qualitative technique is utilized to grasp people's beliefs, experiences, attitudes, behavior, and interaction b Qualitative research methods
- Participant observation is useful for learning about naturally occurring behaviors in their natural environments 2022 (APA Dictionary of Psychology)
- In-depth interviews are useful for learning about people's personal histories, viewpoints, and experiences, particularly when discussing sensitive themes
- Focus groups may be used to acquire information on a group's cultural norms and to provide comprehensive overviews of matters of relevance to the cultural groups or subgroups represented
Qualitative research methods c Qualitative research strengths and weaknesses:
Qualitative research Instead than restricting respondents to a list of pre-
Qualitative researchers must adhere to a good technique in
29 defined questions, qualitative approaches have a propensity to acquire extraordinarily rich data in an efficient way by examining the full of a participant's interview, narrative, or interaction This enables the investigation of fascinating topics, which may order to do high-quality research Poorly conducted qualitative research might lead to incorrect results Furthermore, creating population-level summaries with solely qualitative data is not always adequate It is not designed for this application result in fresh hypotheses
Furthermore, qualitative techniques may provide fresh hypotheses from unexpected data that violate traditional concepts of public health
Finally, when combined with quantitative methodologies, qualitative research may provide a much clearer picture An successful process evaluation of a trial, for example, may provide critical insights about participant attitudes, beliefs, and views about the intervention and its acceptability that the quantitative result evaluation may not reveal (Health Knowledge, 2010) since the objective of the study is not to provide summaries that can be applied to a broader population Finally, policymakers may be unaware of the importance of qualitative research because they do not comprehend or appreciate the interpretative viewpoint (Health
To address the study question, mixed method research combines quantitative and qualitative components Mixed methods research delivers a more complete picture than a solitary qualitative or quantitative study because it includes the benefits of both disciplines Mixed methods research is often used in the behavioral, health, and social sciences, especially in multidisciplinary situations and complex social or situational studies T George (2022) b strengths and weaknesses strengths
“The combined strengths of quantitative and qualitative research may be found while using this research technique Additionally, words, images, and stories may be used to give numbers significance Furthermore, researchers may use statistics to increase the correctness of words, images, and stories Another benefit of utilizing a mixed technique in research is that it allows researchers to construct and test well-founded hypotheses Because the researcher is not confined to the principles of a certain research approach, using a mixed research strategy allows the researcher to cover a larger and more thorough range of research concerns Furthermore, researchers may use the advantages of one study technique to compensate for or overcome the shortcomings of another Furthermore, the study strategy allows the researcher to incorporate more detailed information that might otherwise be overlooked if just one approach is employed Similarly, the researcher might use this method to simplify in order to increase the clarity of the findings Finally, since mixed research approaches include both qualitative and quantitative research procedures, the researcher is able to provide more thorough data to guide theory and practice (2018, UKEssays) ”
“Despite its widespread usage, this research method has a few limitations For starters, because of the overlapping information, employing the mixed technique in a study may be difficult for a single researcher to manage This is particularly true when the researcher uses two or more techniques concurrently A researcher who intends to employ this research strategy must also learn about the many procedures and approaches that are accessible, as well as how to properly combine them Similarly, many researchers believe that each researcher should do research in one of two ways: qualitatively or quantitatively Furthermore, the mixed research strategy is more costly and time-consuming than any other research method due to the duplicated information Finally, since it is a combination of two unique research methodologies, many researchers and methodologists have yet to thoroughly address concerns such as interpreting contradicting findings, quantitative data, and model mixing (2018, UKEssays)”
Quantitative approaches will be employed to analyze the study using an interview questionnaire developed by the researcher After careful editing and review, this questionnaire will be administered to 100 individuals to collect their responses Data collection is anticipated to span a month, specifically December 2022 Targeted survey areas in Ho Chi Minh City will be surveyed online through platforms such as Google Forms or Microsoft Forms.
MEASUREMENT SCALE
According to Alexandra M Easson, George Tomlinson, and Andrea S Doria, reliability or accuracy is defined as the consistency or repeatability of a measurement when checked numerous times (2019) The reliability of a particular instrument has a considerable influence on the strength of a study The smaller the sample size necessary to estimate the mean with accuracy or to pinpoint a certain size difference, the more reliable the instrument The reliability of an instrument has been characterized as:
(Source: Alexandra M Easson, George Tomlinson and Andrea S Doria, 2019)
“The study's credibility is enhanced by the researcher's activation of the "mandatory" button in the Google form for each question, which prevents participants from abandoning the question In addition, while looking for study participants, researchers employ object classification questions In addition, the pilot research was undertaken to evaluate participants' degree of knowledge of the issue in order to let survey respondents answer fully based on their understanding As a result, this poll will be more accurate than the random sample survey The variable's correlation values will next be examined using SPSS software ”
"Responsiveness" relates to your capacity to reply to service demands and do so quickly Interaction time is included (Fontanella, C., 2022)
Online questionnaires will help researchers save time Survey participants will be more at ease than those who work offline Because of the Internet's ease, the reaction is quicker
“Empathy is insight based on experience, and it is experiencing a moment Empathy - the capacity to put oneself in the shoes of another and feel and understand the world through their eyes - is something that business executives, political leaders, and entrepreneurs all agree on Qualitative researchers may utilize empathy to get understanding Here are three simple empathy tactics from psychology and behavioral research, according to Marsden, P.(2019) ”
- Empathic listening is a therapeutic technique that involves reviewing what has been heard to examine its emotional consequences For example: ôYou feel (insert the emotion exhibited by the interviewee) because (name the thoughts, experiences, and behaviors they refer to)
The Empathic Scale, an Interviewing Direction Interviewing (IDI) strategy employed frequently in qualitative research, particularly with children, adds depth to initial "why" inquiries It does this by repeatedly asking "why" until the researcher elicits a comprehensive response This iterative process helps uncover deeper motivations, thereby enhancing the quality and richness of qualitative data.
- Empathy Mapping is a design research method for better understanding other people's emotional worlds The goal, as the name implies, is to map the interviewee's emotional world, for example, by focusing on what they love/hate most and what they hope/fear most about a product, event, or condition This provides a basic sympathetic framework for comprehension that focuses on emotional aspects rather than the primary technique There are more intricate empathy maps that include the cognitive component of empathy (opinion), but a basic empathy map that focuses on
35 emotions may provide useful insight and understanding
The author utilized this strategy to design a questionnaire for this study Survey respondents may openly express their emotions when asked critical questions such as consumer sentiment
Study accuracy measures the closeness of sample parameters to population traits Accuracy denotes the correspondence between measured and true values, ensuring the generalizability, reliability, and genuineness of research Evaluation of accuracy employs statistical methods, including validity, reliability, and precision, to assess the correctness of the study.
ANALYSIS & FINDINGS
Descriptive statistics
“Descriptive statistics is a statistical strategy for summarizing, organizing, simplifying, describing, and presenting gathered data as numbers or visual representations Following data collection in quantitative research: ”
• Characterizing the replies is the initial stage in statistical analysis Describe mean values or connections between data variables, for example
• The next stage will use inferential statistics to determine if your data is confirmed or not, and whether to accept or reject your hypothesis
(Source: The author, 2022) Question 1: Gender
Frequency Percent Valid Percent Cumulative
Our survey of 101 genuine respondents revealed that females were the majority (56 or 55.4%), while males accounted for 45 (44.6%) This indicates that online shopping is accessible to both genders Notably, women showed a greater inclination towards online purchases compared to men.
Frequency Percent Valid Percent Cumulative
(Source: The author, 2022) The author elected to have no age restriction in this research The most responding age group, accounting for 76.2%, was 18-29 years old At least 2% are aged 12 to 17 and above the age of
60 Other ages "under 12," "45 - 60," and "30 - 44" accounted for 3%, 5%, and 11.9% of the total
To explain this outcome, the study proposed that the age of internet proficiency is "18-29" at most To finish the shopping procedure, "children under the age of 12" and "children aged 12- 17" will need the assistance of an adult The author claims that those over the age of 30 will use more when Covid-19 occurs, although the reception of online shopping in these ages is less due to conventional purchasing patterns
Frequency Percent Valid Percent Cumulative
(Source: The author, 2022) The author provides four income levels in the income level survey The first degree "2M - 4M" (with 38.6%) is for individuals who do not have employment, are students, are students, and get financial help from their parents Those earning "5M - 7M" were judged to be most supportive, with working students accounting for the greatest proportion of income levels at 39.6% This was followed by "8M - 10M" at 14.9% and "Over 10" at 6.9%, respectively
Question 4: How often do you shop online now?
Table: Frequency of online shopping behaviors
Frequency Percent Valid Percent Cumulative
Percent Valid Few time a week
Of the 101 respondents in the survey, the majority (63) visit several times a month, accounting for 62.4% This frequency is significantly higher compared to the other options Daily visits are the least frequent, with only 1% of respondents reporting this frequency.
Question 5: What is the average amount you spend shopping online?
Table : Frequency of the average amount customer spend online shopping
Frequency Percent Valid Percent Cumulative
(Source: The author, 2022) The average monthly value of customer feedback is 19.8% from "500k - 1M" Following that was
"Under 500k" (57.4%) "Over 3 million" (3%) is the lowest figure Customers do not trust enough to buy items or services online They continue to prefer conventional shopping with high-value items This demonstrates that the level of quality and safety of firms' online purchasing items on e-commerce is still poor Furthermore, since the majority of survey respondents are students without secure employment, the amount of money they spend on internet shopping remains modest
Question 6: The most popular online shopping site
The table frequently shows the most selected commerce site for online shopping
Frequency Percent Valid Percent Cumulative
Amongst popular online shopping platforms, Shopee and TikTok stores reign supreme Shopee captured the majority with 58 votes (57.4%), while TikTok gained considerable traction, securing 35 out of 101 votes (34.7%) TikTok's success highlights the evolving preferences of consumers, particularly Gen Z, who embrace platform diversity for their online shopping needs.
Average value of each element
Get more offers and discounts A4 1 4 3,43 0,589
Ensure privacy when making discreet purchases
Give gifts to relatives and family anywhere A7 1 4 3,26 0,808
Perceived ease of use (PEU) B
Various forms of online shopping B1 3 4 3,78 0,415
Easy order with basicto information (Phone number, name, address, etc.)
Product/service quality is not as described
Full payment in advance can't receive products C4 1 4 3,21 ,779
Level of customer satisfaction when shopping online
To obtain quantitative data, the author employed various Likert scales (1-5 and 1-4) in the survey to measure respondents' sentiments The subsequent analysis revealed that the average values in the statistical table predominantly ranged from 3 to 5 This favorable range indicates positive responses from survey participants.
Cronbach's alpha
Analysis results Cronbach's Alpha ( in A)
Cronbach's Alpha if Item Deleted
(Source: The author, 2022) Cronbach's alpha PU coefficient is 0.825 (greater than 0.7), indicating that the observed variable passes the legitimate reliability standards for this investigation Furthermore, the test results suggest that the overall correlation coefficient of other variables A is larger than 0.3 and hence suitable for investigation
Analysis results in Cronbach's Alpha (B)
Cronbach's Alpha if Item Deleted
(Source: The author, 2022) The PEU of Cronbach's Alpha coefficient is 0.826 (higher than 0.7) in this table, suggesting that the observed variable meets the reliability criteria Furthermore, the test results show that all major Item coefficients for variable PS are higher than 0.3, which is appropriate for this inquiry
In other words, this test proved that the measure "Perceived ease of use" had great reliability, and that respondents could grasp the meaning of the question concerning the variable
Analysis results Cronbach's Alpha in
(Source: Author, 2022) The Risk of the Cronbach's Alpha coefficient is 0.753 (higher than 0.7), suggesting that the observed variable meets the reliability criteria Furthermore, the experimental results show that all bigger Item coefficients for variable R are higher than 0.3, which is appropriate for this study
In other words, this test indicates that the variable "Risk" has excellent dependability, and that responders can comprehend the meaning of the question concerning the variable "Risk"
Analysis results Cronbach's Alpha in
Cronbach's Alpha if Item Deleted
The CB of Cronbach's Alpha coefficient is 0.759 (higher than 0.7) in this table, suggesting that the observed variable passes the reliability criteria Furthermore, experimental results show that all bigger Item coefficients for variable CB are higher than 0.3, which is appropriate for this study In other words, this test shows that the variable "Customer behavior" has a high degree of confidence and that the respondents comprehend the question concerning the variable
Correlation Matrix
A correlation matrix allows you to evaluate a big amount of data in a tabular format, making it more legible and understandable Aside from Excel, the correlation matrix in Pandas or Python is the most user-friendly approach of constructing a data set for further analysis in a tabular format Furthermore, because of the built-in functionalities, the SPSS correlation matrix is commonly employed by market participants
The straightforward display assists users in identifying the patterns that the variables follow, as well as their interconnectedness, in order to forecast future possibilities However, in order to guarantee that judgments based on variable correlation are right, it is critical to enter the proper value for the predicted values in the rows and columns
Example of Correlation Matrix (Internet, 2022)
In Microsoft Excel, users may use the Correlation function through the Data Analysis feature on the Data tab
Then, as seen above, pick the Input range of data and click OK
The Excel matrix that was built looks like this:
Cronbach’s Alpha
First, let’s enter the data that contains the survey responses for each of the 10 customers:
Cronbach’s Alpha turns out to be 0.773
The following table describes how different values of Cronbach’s Alpha are usually interpreted:
Since we calculated Cronbach’s Alpha to be 0.773, we would say that the internal consistency of this survey is “Acceptable.”
CONCLUSION AND SUGGESTION
Conclusion
“The shift in internet purchasing habits According to Mr Do Phong (Vneconomy Magazine, 2022), 73% of Vietnamese consumers encounter internet companies, goods, and services via messages and discussions (high rate in the population of 7 economies) Habits build and evolve, particularly during and after a pandemic, presenting several chances for companies With the benefits of purchasing during the Covid 19 pandemic, customers have chosen more and more forms, with more than 51 million consumers buying online in 2022 (up 13.5% from 2021) and spent a total of 12.42 billion USD (according to Ninja Van research, 2022) During the fourth Covid 19 outbreak, many individuals who had never purchased online approached and utilized shopping channels, while those who had shopped online spent more Notably, despite their poor abilities and awareness of information technology, the elderly are quite engaged in mastering online purchasing skills In general, consumers have.”
Online shopping offers advantages that influence customer behavior, such as convenience, variety, price comparison, time savings, incentives, privacy, and gift-giving options These benefits align with findings from an online survey analysis in Chapter 4 During the COVID-19 pandemic, online shopping gained popularity as the preferred purchasing method However, drawbacks include the risk of scams, limited delivery areas, and extended delivery and exchange times, as noted in Chapter 2 and corroborated by survey results in Chapter 4 Despite these risks, online shopping remains popular due to its overall convenience.
Various factors beyond positive and negative influences shape shopping behavior A study based on the PESTLE Model reveals that all aspects of the model directly impact the nature of online purchases made by consumers and businesses Politics ensure safety and protection for customers and companies during events like the COVID-19 pandemic Economic factors influence the availability and affordability of products, and social factors impact consumer trends and preferences Technological advancements enhance online shopping experiences and expand product offerings, while legal regulations govern data protection and consumer rights Environmental sustainability concerns influence the choices made by both consumers and businesses.
3 p p g y p affects individuals, economic circumstances have a significant influence Reduced income, employee reductions, lower ecommerce operation expenses, and so on have all had a direct impact on people's online purchasing frequency and consumption The author connects social variables to the Covid-19 outbreak to evaluate as follows Following the Covid-19 pandemic, more than 58 Vietnamese individuals established and sustained addictions According to a study conducted by Vietnam News (2022), 53% of respondents claimed that internet shopping has become a part of their life Technology is a development component that has been finished in tandem with e-commerce According to Ministry of Information and Communications data, the typical Vietnamese spends approximately 7 hours each day on the Internet, including online shopping The number of users is large in both the population, especially after the Covid epidemic, with no age or gender limitations One of the government's latest worries has been the legal aspect of internet buying Consumers must understand to protect their own interests, and companies must comprehend to guarantee proper execution of the proposed regulation
Online buying has a minimal environmental effect Furthermore, the author adopted the Serqual model for examination of the motivation issue This question comes under the categories of
"Easy-to-use perception" and "Useful perception" in Survey Analysis According to the survey findings, it corresponds to the author's analysis in Chapter 2 Lecture review The government always has rules and mechanisms in place to support transparent and long-term e-commerce E- commerce sites are now investing much more in terms of design, pictures, and representation than they were before Along with development, state regulations protect people's rights while utilizing this form Service is regarded as one of the characteristics that contribute to client satisfaction and retention Technology adoption is thought to impact customers' online retail commerce site purchasing decisions in the paradigm of technology acceptance Numerous clients will shop if the commerce site provides many advantages (PU) and ease of use (PEU) Furthermore, the results of a Google Form are used to examine this model in Chapter 4.”
Suggestion
“Choose a reliable company: With today's rising technology, anybody may readily sell online
As a result, many individuals profit on the gullibility of others As a result, it is critical to think carefully before making a buying choice Consider previous buyer feedback: Customer feedback sections are now available in e-commerce Instead of only glancing at the company description, consumers should read the reviews to learn more about the goods Refer to the sales policy: to secure the advantages when making a purchase When deciding on a payment option, keep the following in mind: When paying in advance, information may be disclosed or not obtained Only pay online for trusted websites, such as e-commerce platforms like Tiki, Shopee, Lazada, and so on Furthermore, limit access to unprotected websites; only sites beginning with https:// should be utilized Other websites should use COD shipping to safeguard their assets Before you accept the products, do the following checks: When there is a fault with the goods, a shipper will testify, demanding a return to prevent sprinkling later Currently, most companies need clients to return to the opening procedure This is also a means to protect the interests of customers
According to the author, internet purchasing has the potential to develop in the future Based on the study and conclusions, the author gives some advice for organizations who will or are now involved in e-commerce First, to entice consumers to pick Businesses must finalize the design of their online shopping site, as well as develop several incentive schemes and discounts In particular, there should be incentives for recommendations and referrals The next step is to secure customer confidentiality, rights, and services in compliance with the law To grow
4 y, g , p g responsibly, environmental considerations must be considered Amazon, for example, has made enormous investments in environmental and sustainability (investing in renewable energy to avoid using non-renewable energy sources ) Aside from employing e-commerce sites, the author recommends Shopee, Lazada, Tiki, and TikTok store for all sizes of enterprises.”
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