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The rapid growth of ecommerce has revolutionized the way consumers purchase products and services, and students in particular have become an increasingly important segment of online shoppers. This research aims to investigate the factors influencing students satisfaction with online purchases in Ho Chi Minh City, Vietnam. Understanding these factors is crucial for online retailers and policymakers to develop effective strategies that enhance customer satisfaction and improve the overall online shopping experience for students. The study employs a mixedmethods research approach, combining qualitative and quantitative techniques. A comprehensive literature review is conducted to identify key determinants that may influence students satisfaction with online purchases. Overall, this research contributes to the existing literature by specifically focusing on factors affecting students online purchase satisfaction in Ho Chi Minh City. By addressing the unique characteristics and preferences of this target group, it offers practical implications for businesses and policymakers in Vietnams dynamic ecommerce landscape.
HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES AND INFORMATION TECHNOLOGY BUSINESS ADMINISTRATIONS -*** FACTORS AFFECTING STUDENTS' ONLINE PURCHASES SATISFACTION IN HO CHI MINH CITY Full name: Trần Hoàng Vy ID: 21DH483276 ABTRACT The rapid growth of e-commerce has revolutionized the way consumers purchase products and services, and students in particular have become an increasingly important segment of online shoppers This research aims to investigate the factors influencing students' satisfaction with online purchases in Ho Chi Minh City, Vietnam Understanding these factors is crucial for online retailers and policymakers to develop effective strategies that enhance customer satisfaction and improve the overall online shopping experience for students The study employs a mixed-methods research approach, combining qualitative and quantitative techniques A comprehensive literature review is conducted to identify key determinants that may influence students' satisfaction with online purchases Overall, this research contributes to the existing literature by specifically focusing on factors affecting students' online purchase satisfaction in Ho Chi Minh City By addressing the unique characteristics and preferences of this target group, it offers practical implications for businesses and policymakers in Vietnam's dynamic e-commerce landscape TABLE OF CONTENT CHAPTER I: INTRODUCTION 1.1 Overviews 1.2 Reason for topic .1 1.3 Research Objectives 1.4 Research Scope CHAPTER II: LITERATURE REVIEW 2.1 Definition of online shopping 2.1.1 Definition of e-commerce 2.1.2 Definition of online shopping 2.1.3 Benefits of online shopping 2.2 Definition of customer satisfaction 2.2.1 Definition of customer satisfaction .6 2.2.2 The importance of improve customer satisfaction 2.3 Differences in students' online shopping behavior and satisfaction 2.4 Reference model 2.4.1 Research model of Ho and Wu (1999) 2.4.2 Research model of Guo et al (2012) 2.4.3 Research model of Trang (2014) .11 2.4.4 Research model of Giang (2018) .11 2.4.5 Research model of Wolfinbarger and Gilly (2003) 12 2.5 Overview of previous research .13 CHAPTER III: METHODOLOGY 14 3.1 Research model and research hypothesis 14 3.1.1 Research model 14 3.1.2 Research hypothesis 14 3.2 Research question 15 3.3 Research design .16 3.3.1 3.4 Research objectives and methods .16 Research methods 17 3.4.1 Qualitative research 17 3.4.2 Quantitative research 17 3.4.3 Methods of processing research data .18 3.5 Research process 19 3.6 The method of data collection 20 3.6.1 Primary research .20 3.6.2 Secondary research 23 CHAPTER IV: RESULTS .24 4.1 Description of the research sample 24 4.2 Result of model regression 26 4.3 Discussing the research results .28 4.3.1 Security .28 4.3.2 Website design 28 4.3.3 Customer Service .28 4.3.4 Delivery service 28 4.3.5 Product diversity 29 4.3.6 Product quality 29 REFERENCES 30 CHAPTER I: INTRODUCTION 1.1 Overviews Online shopping can be considered as a popular consumption trend in most countries with developed economies in the world The appearance of a series of ecommerce websites such as Tiki, Lazada, Shopee has made the online shopping market in Vietnam more exciting In addition, more and more young people are participating in shopping with the interaction of social media networks such as Facebook, Zalo and most recently, Tiktok Since then, the trend of online shopping has been increasingly developed and shows the importance of commerce and services Online shopping has become a fertile and potential land for retailers to exploit and promises to bring many benefits to consumers Especially during and after the Covid-19 epidemic, due to travel restrictions and social distancing, the demand for shopping through online channels is increasing day by day According to Google (2022), in 2021, the number of Vietnamese people shopping online will reach more than 51 million, up 13.5% over the previous year, total spending on online shopping will reach 12 42 billion USD Accordingly, Vietnam's prediction of the digital economy by 2025 will exceed 52 billion USD and be one of the top three markets in the region According to the Ministry of Industry and Trade (2021), the percentage of Vietnamese people using the Internet that contributes to online shopping behavior in 2020 will reach about 88%, compared to 77% in 2019 With the entry and competition of many new suppliers along with the increasing popularity of e-commerce, measuring customer satisfaction has become very important for online shopping and for researchers 1.2 Reason for topic Consumers spend money to use the service and satisfaction will determine the consumer's next purchase behavior, so the customer's satisfaction should be paid attention to by administrators In order to build an appropriate and effective policy to improve customer experience, managers need to know what factors customers are not satisfied with and its impact on customers' satisfaction is high or low From those insights, businesses can develop policies to further improve the quality of services and customer experience, thereby increasing consumers' attachment to the brand In Vietnam, there have also been many other studies conducted to find and evaluate the factors that may affect customers' satisfaction in the context of shopping through online channels, such as Trang (2014); Nhu et al (2016), Giang (2018) … However, with the rapid development of science and technology (Science and Technology), along with the fluctuations of the economy in the past period, it has also changed change consumer habits and behavior, especially after the Covid-19 pandemic Therefore, it is very important to focus on finding and assessing the influence of factors on customers' satisfaction in the context of online shopping at this stage Besides, most of the previous studies were general research for consumers, not many studies really focused specifically on an object With the above arguments, the researcher boldly chose the topic "Factors affecting satisfaction when buying online by students in Ho Chi Minh City" as the topic 1.3 Research Objectives This study was conducted with the following main objectives: Firstly, systematize the theoretical framework related to customer's satisfaction and factors affecting customer's satisfaction in the context of online shopping of consumers in general and students in particular Second, identify the influencing factors and estimate the impact of those factors on the satisfaction of students in Ho Chi Minh City when buying online Third, propose some suitable solutions for businesses associated with the research paper to improve the satisfaction of the student customer segment in Ho Chi Minh City in the context of online shopping 1.4 Research Scope Research objective: factors affecting satisfaction when buying online by students in Ho Chi Minh City Research scope: - Spatial scope: Ho Chi Minh city - Time range: Primary data is collected in 2023 CHAPTER II: LITERATURE REVIEW 2.1 Definition of online shopping 2.1.1 Definition of e-commerce “E-commerce” is also known by many different names such as: online commerce, paperless commerce, e-business… (Hong and Thoa, 2012) However, e-commerce is still the most popular name and is widely used in research works in this field Up to now, there is no fixed concept of e-commerce From different perspectives, different research will define e-commerce differently, but in general, scholars have pointed out that ecommerce can be considered from two angles: broad and narrow meanings (Hong and Thoa, 2012) According to WTO (2020), e-commerce includes a chain of actions from production, communication and promotion through the Internet, but the customer will receive the product organically According to the Trans-Pacific Dialogue Forum (1997), transactions of goods or services established through electronic devices are referred to as e-commerce According to EITO (1997) the performance of business transactions where value is transferred through telecommunications networks is called e-commerce In Vietnam, according to Hong and Thoa (2012), from a narrow perspective, trading activities through the Internet are called e-commerce For example, buying through ecommerce platforms such as Shopee, Lazada or social networks Facebook, Tiktok Shop is an e-commerce activity In summary, whether in a broad or narrow sense, the views on e-commerce can be understood more simply than buying and selling goods and services on the Internet Ecommerce in reality is extremely rich and diverse, so it is difficult for us to define it exactly It includes not only main activities such as sales, collection of money, but also marketing activities, customer care, they are especially important for both sellers and buyers Especially when the Internet develops at a rapid pace and the epidemic situation is complicated and difficult to control, the role of e-commerce has become an important field for consumers in many places 2.1.2 Definition of online shopping Online shopping is an important part of e-commerce According to Jusoh and Ling (2012), online shopping is defined as the customer taking various steps to purchase a service or product over the Internet It means going online, visiting a seller's website, choosing something and arranging for delivery Buyers make payment for products or services online by credit card, debit card, bank transfer or in person upon delivery According to Trang (2014), online shopping is when consumers directly make purchases of goods and services from sellers through the internet without any other intermediary Shopping and delivery are all via email, customers cannot touch or feel the items, so the interaction between buyers and sellers is mainly based on trust, unlike traditional retail 2.1.3 Benefits of online shopping In the digital era, a series of new business models based on the application of science and technology have been born, in which it can be said that the explosion of ecommerce leads to a change in customer behavioral intentions while shopping Modern consumers increasingly prefer online shopping because of the convenience and usefulness that it brings The growth of e-commerce has also led to a revolution in the way businesses business at retailers Doing business through online channels helps businesses increase productivity, reach customers in a wider environment, and improve order accuracy With the benefits that online shopping brings to buyers, besides, it also makes them change their previous behavior Nowadays, online shopping is really becoming a rapidly growing phenomenon More and more consumers are shopping online to purchase goods and services Some of those benefits include: Firstly, online shopping helps customers save time and shop more flexibly In today's busy life, many people cannot arrange to move between stores to shop, so sitting at home or office and just using electronic devices connected to the Internet is an option Getting the products you want is considered the biggest advantage of online shopping Online shopping helps consumers reduce the time it takes to sort through products and services They also take less time to resolve invoice and order discrepancies Furthermore, consumers can shop online 24 hours a day This is because e-commerce is open for 365 days and never closes even for a minute