The impact of E-commerce on consumer behavior in Vietnam
Ngo, Thi Thanh Thao (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120434106
https://urn.fi/URN:NBN:fi:amk-2023120434106
Tiivistelmä
In the contemporary landscape, the proliferation of the internet and the advent of Innovation 4.0 have renered online shopping a pressing concern. The rapid growth of e-commerce has transformed the way products and brands engage with customers, profoundly impacting consumer behavior. The thesis aimed to investigate the impact of e-commerce on consumer behavior in Vietnam. Drawing on a comprehensive review of literature from various sources, including newspapers and the internet, the goal was to research key factors shaping consumer buying patterns in the digital age.
The study examines the influence of societal factors, psychology, personal, and culture on virtual shopping. It provides an extensive overview of the customer concept, consumer behavior model, purchasing decision behavior, e-commerce infrastructure, its current state, types of e-commerce, and the benefits it offers. Furthermore, the research explored how e-commerce affects traditional brick-and-mortar retail, shedding light on "multichannel" shopping, where consumers seamlessly transit between offline and online channels. The study also considers e-commerce's potential to bridge global shopping disparities.
A survey was conducted to gain insights into consumers' attitudes, expectations, shopping behavior, preferences, and psychology regarding e-commerce. The results of 100 participants in this survey highlight that convenience, price, discounts, and other special offers are the three most influential factors in consumer purchasing decisions. Perceived risk has the most significant negative impact; however, pricing significantly influences the final purchase decision. According to the research, age, education, occupation, and income do not appear to sway purchasing decisions. These findings have practical implications for e-commerce businesses in Vietnam.
The study examines the influence of societal factors, psychology, personal, and culture on virtual shopping. It provides an extensive overview of the customer concept, consumer behavior model, purchasing decision behavior, e-commerce infrastructure, its current state, types of e-commerce, and the benefits it offers. Furthermore, the research explored how e-commerce affects traditional brick-and-mortar retail, shedding light on "multichannel" shopping, where consumers seamlessly transit between offline and online channels. The study also considers e-commerce's potential to bridge global shopping disparities.
A survey was conducted to gain insights into consumers' attitudes, expectations, shopping behavior, preferences, and psychology regarding e-commerce. The results of 100 participants in this survey highlight that convenience, price, discounts, and other special offers are the three most influential factors in consumer purchasing decisions. Perceived risk has the most significant negative impact; however, pricing significantly influences the final purchase decision. According to the research, age, education, occupation, and income do not appear to sway purchasing decisions. These findings have practical implications for e-commerce businesses in Vietnam.