Primary factors influencing online shopping behavior in Vietnam
Le, Ngoc Thao Nguyen (2015)
Le, Ngoc Thao Nguyen
Satakunnan ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015092214811
https://urn.fi/URN:NBN:fi:amk-2015092214811
Tiivistelmä
Recently, in Vietnam, e-commerce is growing significantly, and the growth rate of Vietnam online shopping is among the highest in the Asia-Pacific region. The purpose of this thesis was to examine and get a deep understanding of factors affecting online shopping behavior in Vietnam. Price, Trust, Convenience, and Products were identified as important factors. Another purpose of this thesis is to, based on the results, give suggestions for an electronics manufacturer and retailer in Vietnam – Viettronics Tan Binh Joint Stock Company – to develop an online shopping channel efficiently.
This thesis has four main parts. (1)The theoretical part including theoretical background and literature review, introduces theories, concepts, and previous findings about online shopping in general and four factors in particular. (2)The case study includes a brief overview of online shopping in Vietnam and a detailed profile of the case company – Viettronics Tan Binh Joints Stock Company. (3)An analysis of the research will show the extent of influence of four factors, the barriers to online shop-ping in Vietnam and future for electronics e-tailer in Vietnamese consumers’ eyes. (4)Finally, a conclusion and recommendations will be mentioned, to give suggestions for the case company so as to launch successfully an online shopping channel.
The research was based on secondary and primary data. For primary data, two different kinds of questionnaires were conducted from 10 July 2015 to 5 August 2015. They are respectively a general questionnaire survey with 124 respondents, and an in-depth consumer interview answered by 10 individuals. The research aims to find out the barriers preventing Vietnamese from shopping online, to what extent Vietnamese perceive online shopping, and to what extent four factors affect online shopping behavior in Vietnam.
This thesis has four main parts. (1)The theoretical part including theoretical background and literature review, introduces theories, concepts, and previous findings about online shopping in general and four factors in particular. (2)The case study includes a brief overview of online shopping in Vietnam and a detailed profile of the case company – Viettronics Tan Binh Joints Stock Company. (3)An analysis of the research will show the extent of influence of four factors, the barriers to online shop-ping in Vietnam and future for electronics e-tailer in Vietnamese consumers’ eyes. (4)Finally, a conclusion and recommendations will be mentioned, to give suggestions for the case company so as to launch successfully an online shopping channel.
The research was based on secondary and primary data. For primary data, two different kinds of questionnaires were conducted from 10 July 2015 to 5 August 2015. They are respectively a general questionnaire survey with 124 respondents, and an in-depth consumer interview answered by 10 individuals. The research aims to find out the barriers preventing Vietnamese from shopping online, to what extent Vietnamese perceive online shopping, and to what extent four factors affect online shopping behavior in Vietnam.