So far this paper has concentrated on factors influence online consumers‘ behaviours via e-commerce platforms. Thus the following section will show the main themes which contains the data after being analysis based on thematic analysis. Futhermore, the selected codes includ sex, age, status and the amount of hours spend on the internet a day in order to investigate online consumers‘ shopping habits, their attitude towards e-commerce sites, especially Shoppee and motivations that drive them maintain the online purchaing. As a result, important codes were presented as followed:
Sex: Male [M], Female [F]
Age: 20-29 (20s), 30-39 (30s)
Family status: Single [S], Married [Md], Married with chikdren [MCh]
Income: below 10 million VND [1], 10 - 20 million VND [2], above 20 million VND [3]
Table 1. Theme 1 – The frequency of visits on an e-commerce website
Theme 1 Significant statement Formulated meaning I have two jobs at the same time, so I am
too busy and do not have much free time to go to stores. Hence the fastest and most convenient way to buy grocery and clothes is purchasing online, about twice per week [M ,30s, S, 2]
The factor of time effect to the frequency of consumers’ visits e-commerce site.
26 I purchase a lot during two biggest sale
periods of the year which are in July and December, so twice per year is enough [M ,30s, M, 1]
Buying frequency depends on consumers’ shopping habits.
As I said, I do not usually shop online but during Covid-19 pandemic, I buy everything online every day [F, 20s, S, 2]
A special situation may increase the frequency of online purchasing.
I rarely shopping online as I prefer to go to physical store where I can touch items directly [M, 20s, S, 1]
The purchase environment may affect consumers’ buying frequency.
Since I am a youtuber who reviews products that I buy online via shopping websites, I spend many hours on Shopee…
almost daily [F, 20s, S, 3]
The buying frequency depends on the type of consumers’ job.
Well, I put all items I prefer into my online shopping cart from Monday then empty the cart in the weekend. Shopping online at remains high even not for purchase purposes. sites to buy online instead of going out [F, 30s, MCh, 3] remains high even not for purchase
27 play Shopee Games to get vouchers… my
friends join with me
purposes.
Source: Author According to the above answers, we can claim that the frequency of visits to e-commerce sites in Vietnam is quite large. In other words, visiting e-commerce sites have become Vietnamese consumers’ habit even not only for purchasing purposes as one of them said she wanted to attend sale events. Some respondents even said that visiting e-commerce sites is their daily routine.
They view products on Shopee every day. Particularly, because of a special situation which is Covid-19, the visits are increasing day by day. But there are two people responded differently.
One person visits a shopping site occasionally when there are two biggest sales events of the year. Another one rarely visits an e-commerce site as she prefers to buy items at physical stores.
In shorts, as most Vietnamese people use e-commerce sites so the number of visits to online shopping sites usually remain high. Especially, under the situation of social distancing, buying online is such a good solution for everyone.
In case of Shopee, they enable motive customers to visit the website not only for purchasing purpose. For instance, there is one respondent said she play games on Shopee day by day to get vouchers for her purchase in the future. Nowadays, “shoppertainment” is a current trend on Shopee which allow consumers collect Shopee coins by playing Shopee Games. Then consumers can use their coins to change for vouchers or coupons. This means consumers visit the website not only to shop, but also spend more time doing other things like playing games, watching livestreams, communicating with celebrities, and at the same time view products and then put them in the cart. In 2020, this e-commerce platform recorded more than 20 million hours of Shopee Live watch time and more than 2.5 billion times of game participants. As a result, shopping combined with entertainment can improve consumer experience and keep them on the e-commerce site for a longer period. This is the way how Shopee increase the number of visits on the website thus achieved over 77 million monthly web visits (‘‘The map of e-commerce in Vietnam’’, 2021 Q3).
Table 2. Theme 2 – Point in time consumers spent viewing e-commerce sites
Theme 2 Significant statement Formulated meaning As an officer, I usually browsing the
website and see if there is any product online that I am interested in during my lunch break at work [M ,30s, S, 2]
Consumers purchase online at a typical point in time during the day
I prefer to shop online in the evening when I feel relaxed after work.
Consumers' favourite time to shop online is in the evening.
When I receive my salary, usually at the middle of every month, I spend more money on online shopping [F, 20s, M, 2]
Consumers shop online when they receive financial support
28 I have a habit of using my phone before
going to bed. I regularly browse the internet and sometimes place my order on the shopping website at midnight.
Consumers' preferable time to shop online is late at night.
I often visit e-commerce websites during business hours while I am working on the computer all day.
Consumers' favourite time to shop online is during business hours.
I do not often shop online late at night but in case the promotion time starts at 00:00 am, I will place my online order as fast as possible. typical point in time during the day
In the evening, after dinner, I often spend 2 hours on different shopping websites [F, 20s, S, 2]
Consumers purchase online at a typical point in time during the day.
…As I prefer to receive my products during flash sale period that occurs at 9:00, 13:00, 16:00 and 20:00 on Shopee [F, 20s, S, 1]
Online shopping during the time when the shopping site offers price reduction.
Source: Author As explained by Vietnamese consumers who attended the interview, there are two primary points of time that they spend for shopping sites. In more detail, more than half of responses showed that the peak time for online shopping is generally in the evening from 20:00 till 00:00. This is the time when consumer feel most relaxed. Four out of eleven people have a habit of online purchasing during business time between 12:00 and 14:00. During this time, sales volumes begin to rise from 12:00 and remain stable throughout the day (ICT News, 2021). The time range between 14:00 and 17:00, there is a decrease before the peak hours. No matter at what time they are visiting e-commerce sites, it takes consumers about two hours on browsing the shopping site.
Furthermore, the busiest shopping days are weekdays, especially Wednesday and Thursday since consumers would like to collect their items before Sunday (ICT News, 2021). Hence, Saturday is the least preferable day of the week for online purchase. To summarize, Vietnamese consumers spend pretty much time per day for online shopping which leads to the popularity of using e-commerce sites in Vietnam. This finding is well-matched with the statement from Duong et al.
29 (2019) which is Vietnamese consumers are familiar with online shopping. In other words, purchasing from e-commerce platforms has become more and more popular in Vietnam.
Table 3. Theme 3 – Consumers‘ perceptions of shopping online via an e-commerce site
Theme 3 Significant statement Formulated meaning I enjoy shopping online because of its
convenience as I do not need to go to physical stores to buy products [M, 20s, S, 2]
Online shopping reduces sales pressure for consumers
…I often visit shopping site in the morning… but sometimes in the evening... [M, 20s, S, 2]
Consumers can access shopping sites anytime during the day purchase online is software [M, 20s, M, 2]
Consumers can purchase digital product
Source: Author The finding from the current study showed that from consumers’ perspective, online shopping via e-commerce sites has various advantages but many disadvantages. Positive respondents highlighted the convenience of online shopping such as buy product from anywhere at any time.
This opinion aligns with the statement of where they suppose that consumers now can shop 24/7 on shopping sites from home. Particularly, a young man said he usually buy digital products online which is not easy to purchase in store. Nevertheless, the negative respondent from a woman claimed that the product she got did not meet her expectation.
Table 4. Theme 4 – Influence of factors of e-commerce websites
Theme 4 Significant statement Formulated meaning I am stuck with my laptop all day in the
user-30 very first thing I keep my eyes on is current sales events in the centre of the page…
[M, 20s, S, 1]
Consumers are impressed by the thing presented in the centre of the website.
After experiencing different shopping websites, I think I feel most comfortable once shopping online via Shopee [F, 20s, S, 2]
Consumers have their website preference.
I consider a lot when purchasing online.
So, the information of product should be shown clearly on the websites [M, 20s, S, 2]
A shopping website needs to provide information relating to products
I feel being attracted by the orange colour on Shopee website [F, 20s, S, 1] supplier’s official websites before but now I can purchase various product on one website only like Shopee, so all my products are put in one order and delivered Together [F, 20s, M, 2]
Consumers used to buy from the official website of product seller but then choose general shopping websites because of its wider range of products.
31 30s, M, 2]
I try to buy from official big brands. I do not mind… I choose a website which having the brand I like…. Tiki, Lazada or Shopee [M, 30s, S, 3] information of shipping options and payment methods on the website [F, 30s, MCh, 3]
Consumers view information of products, shipping options and delivery method on the shopping site.
…especially in terms of clothes or shoes, I always view the size chart on the website to know which size I should select [F, 30s, M, 2] Shopee… I do ask them about the product details [M, 30s, M, 2]
The website offers additional features that support the consumers’
purchasing process.
… I rarely buy electrical products on Shopee…a professional electric supplier likes Thegioididong.com will be better [M ,30s, M, 2]
Depending on some kinds of typical product, consumers believe in a professional website than a general website.
Source: Author Indeed, everyone has their own favourite shopping sites when buying online. During the interview, participants were asked about which shopping site they like most. The results showed that participants mostly selected Shopee as their frequently visited websites. There is a woman who said that she selected Shopee because people around her also use this online shopping site.
This explains why Shopee now is the most popular e-commercial platform in Vietnam (‘‘Vietnam e-commerce platform’’, 2020 December 8th). However, another participant would rather choose a professional website instead of a general website like Shopee in terms of specific products. One man said he would purchase on the website that his favourite brand operates.
In addition, one of the key reasons can be named is website design including colour, layout, and user interface. Firstly, the respondent was impressed by the outstanding orange is Shopee’s main colour which refers to fun, affordable, and creativity in business (“The psychology of orange branding”, 2020 February 12th). Additionally, two respondents supposed that the website should have a user-friendly interface and arrange the list of products in a systematic way which helps them easily find out the product. For instance, one respondent is interested in the feature which supports her shopping experience on Shopee. Clearly, the user interface of Shopee is friendly, basic, and simple to use. The featured products are plainly visible, as are the search box,
32 shopping cart, and direct chat option (Shopee, 2021). The above answers also prove that information relating to products need to be presented clearly and fully on the website. Two out of twelve participants supposed that it is important for them to see pictures or videos of the product or the size chart in terms of clothes. Certainty, Solomon et al. (2006) agree with their opinions which highlighted the importance of the information presented on the website including product descriptions, delivery options and payment methods.
Table 5. Theme 5 – Influence of factors of product
Theme 5 Significant statement Formulated meaning
… Anything… I found it is more convenient as I can buy various product from one online shopping site only [M ,30s, S, 2]
Consumers prefer general online shopping websites because the convenience of product diversity.
As an over-weight person, I do not shop for clothes online as I would like to try them large collection of products really suits me [F, 30s, M, 2]
Consumers feel that they have benefited greatly from the product assortment of a shopping site.
Products I often purchase online are clothing and cosmetics [F, 30s, S, 2]
Consumers have their product preference.
On Shopee, after typing a product’s key words, I saw several alternative products from different suppliers… But I just select the one with highest star ratings [F, 20s, M, 2]
The star rating influence consumer buying decision
I care about the product quality more than its price, so I read feedbacks carefully from previous customers all the time [M, 30s, M, 2]
Consumers evaluate product quality through feedbacks.
I will not buy a product received negative feedbacks more than positive ones [M, 30s, S, 3]
Consumer buying decision depends on feedbacks about the product
33 interested in pre-owned products [F, 20s,
S, 2]
The website provides various product alternatives.
In my opinion, best-selling products are always high-quality products, that is it [F, 20s, S, 3]
Even products on Shopee are diverse but I never buy fresh foods online. I go to supermarkets instead [F, 30s, MCh, 2]
For some specific product, consumers do not buy online.
I often purchase small home appliances for my family on Shopee and cosmetics for my self [F, 30s, MCh, 3]
Consumers have their product preference.
Source: Author
The result from the current research revealed that most of the respondents admitted online shopping websites offer a large range of products. No matter what reason they shop online via e-commerce sites, they can not deny the diversity of products on these websites which let them buy different products from one website only. These opinions align with the statement of Prajapati (2021) where he supposes that the biggest motivation that drives consumers to shop online is product assortment and many product alternatives. Hence, consumers can easily access a wide range of products on a single e-commerce platform. For instance, Shopee has an extensive collection of products from categories such as Health & Beauty, Electronics, Fashion, Home &
Living, Baby & Toys, and more (Shopee Help Centre, 2021). Additionally, top of products that consumers usually buy online on Shopee involving small home appliances, cosmetics, and clothes (Shopee Plus, 2021). On another hand, there are some specific products which respondents are not willing to buy online such as fresh food.
In terms of product quality, the findings show that respondents often check product reviews from previous customers to evaluate product quality. Apparently, they are impressed by products with positive feedbacks. Two respondents also considered product quality based on its star rating and sales volume. Therefore, in the case of online shopping, low-rated products can cause a bad
34 effect on future potential consumers. For Shopee, consumers not only can see product reviews from other customers but also can chat with the seller directly to ask for more information about products. Besides, Shopee Mall is the best choice for consumers who are seeking fgenuine and respected product lines from reliable official brands (Shopee, 2021). Shopee Mall represents a big improvement in Shopee's commitment of product quality to consumers who are looking for products from reliable official brands. Shopee has followed the C2C model and performed as an online platform and social media where individuals exchange goods with others. But then, Shopee has expanded to B2C and acted as third-party connecting businesses with individuals by operating Shopee Mall.
Table 6. Theme 6 – Influence of factors of pricing and promotion
Theme 6 Significant statement Formulated meaning In case there is promotion, especially on
sale days I definitely buy online [F, 20s, S, 1]
Consumers are motivated by the price reduction.
Sometimes the seller feels uncomfortable when I ask them about the price of a product so many times. Thus, it is great when the price is public on the websites [M ,30s, S, 2]
As the price is public on the website so consumer can see the price.
While purchasing online on Shopee, I always select the product from the seller who provide cheapest price with the same quality of product [F, 20s, S, 1]
Consumers can easily compare prices offering by different sellers.
I think one of the best benefits from my company is they offer many vouchers from a specific website, which motivate me buy things online [M, 30s, M, 2]
Consumers decide to buy online with the aim of using the vouchers.
Sure, it truly affects me… I am looking for product with the lowest price as I have limited budget for shopping [F, 20s, S, 1]
The price consumers are willing to cart during my free time… I tend to empty the cart immediately on sale days [F, 20s,
35 at 1 VND on Shopee on the special sale
day [F, 20s, S, !]
typical level of price.
I often buy products from foreign suppliers, so I would like to collect vouchers for free shipping rather than others [F, 20s, S, 1]
The vouchers apply for shipping services instead of price reduction.
…I play Shopee Games with my friends to collect Shopee coins…coins can be transferred to discount coupons [M, 20s, S, 1]
Consumers spend more time on the website to get discount coupons.
With the aim of savings, I never miss any sales day [F, 20s, S, 1]
Source: Author
The findings of the current research recommend that majority of respondents paid attention to the level of price. Similarly, consumers who are sensitive to the price reduction, are unable to resist sales and discount programs. This result is matching with the statement made by Hasslinger et al.
(2007) and Prajapati (2021) that consumers‘ purchasing decisions are influenced by pricing and consumers usually are attracted by products that are on sale or have lower prices. Some respondents answered in one way or another that they only buy when the price has dropped.
Some consumers actively seek out and participate in available sales programs in order to obtain coupons or vouchers for future purchases. One of them also answered that it easy for him to see different price levels of a product to see which seller offers the most affordable price. To put it another way, the price comparison can be made quickly via the internet (Hasslinger et al.,2007).
On the contrary, one man answered that he was not willing to spend time on hunting vouchers and discount codes on the website. This means in case people are not pricing sensitive consumers who do not see price as an important factor for them, price reduction strategies do not work for them.
It is true that Shoppee is known for the extensive variety of sales events and its endless promotions (Shopee Help Centre, 2021). This website always updates promotion information, Shopee flash sale on a regular and continual basis. Shopee offers discount codes as well as free nationwide delivery codes. In addition, Shopee will hold large promotional campaigns throughout the year, such as Super Shopping Association 4.4, Shopee 9.9 sale, Shopee 10.10 sale, Shopee 11.11 sale, Shopee 12.12 sale, and Shopee Tet Sale. This is the time for customers to stock up on their favorite things at rock-bottom pricing (Shopee, 2021). As a result, Shopee pricing strategies have a significant impact on online consumers buying decisions. This can be seen in the impressive numbers that include 80 million products sold in 24 hours on the 12.12
It is true that Shoppee is known for the extensive variety of sales events and its endless promotions (Shopee Help Centre, 2021). This website always updates promotion information, Shopee flash sale on a regular and continual basis. Shopee offers discount codes as well as free nationwide delivery codes. In addition, Shopee will hold large promotional campaigns throughout the year, such as Super Shopping Association 4.4, Shopee 9.9 sale, Shopee 10.10 sale, Shopee 11.11 sale, Shopee 12.12 sale, and Shopee Tet Sale. This is the time for customers to stock up on their favorite things at rock-bottom pricing (Shopee, 2021). As a result, Shopee pricing strategies have a significant impact on online consumers buying decisions. This can be seen in the impressive numbers that include 80 million products sold in 24 hours on the 12.12