5. CONCLUSION
5.3. Research limitations and suggestions for future research
Due to the limited time of the study, this study still has certain limitations. One of the first limitations of this study is the limited number of participants attending the interviews. The
46 number of 25 interviewees is not enough to represent all consumers who shop online through e-commerce sites in Vietnam. In addition, the time factor of research also hinders the expansion of the scope of research. Hence, this study may only represent a small portion of online consumers in Vietnam in a given time point.
Consequently, further research on this topic is essential, especially in the case of e-commerce, which is increasingly popular in the current explosive information technology era. Expanding the scope of research should start with increasing the number of respondents in the interview. Not only that, including more research subjects is also recommended. In this case, not only Shopee but further research may include many other e-commerce sites such as Lazada, Tiki, Sendo for comparison purposes, thereby highlighting the pros and cons of each object. If focus on specific subject is Shopee, further research can consider how this e-commerce site performs differently in each market as Shopee is an international business which has offices in 20 countries.
47
LIST OF TABLES
Table 1. Theme 1 – The frequency of visits on an e-commerce website ... 25
Table 2. Theme 2 – Point in time consumers spent viewing e-commerce sites ... 27
Table 3. Theme 3 – Consumers‘ perceptions of shopping online via an e-commerce site ... 29
Table 4. Theme 4 – Influence of factors of e-commerce websites ... 29
Table 5. Theme 5 – Influence of factors of product ... 32
Table 6. Theme 6 – Influence of factors of pricing and promotion ... 34
Table 7. Theme 7 – Influence of factors of delivery services ... 36
Table 8. Theme 8 – Influence of factors of payment methods ... 37
Table 9. Theme 9 – Influence of factors of truth and privacy ... 38
Table 10. Income and price sensitivity ... 39
Table 11. Gender and online shopping behaviours ... 40
LIST OF FIGURE
Figure 1. Consumer behaviour: Purchase decisions ... 19Figure 2. Top Reason People Shop Online (2021) ... 20
48
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53
APPENDIX
Appendix 1. Interview transcript Interviewee: X
Interviewer: Ngo Quynh Chau Location of interview: Google Meet Date of interview: 15 November, 2021
List of acronyms: X – Interviewee, C – Interviewer Interview duration: 30 mins
[Beginning of the interview]
C: Good afternoon. Welcome to the interview. How are you doing today?
X: Surprisingly good. Thank you.
C: Perfect. Before we start, I would like to give a brief introduction of the interview topic today.
[Interviewer introduces herself and the topic as well as the purpose of the interview]. For research purposes, your answers will be recorded under your consent and your personal
information will not be disclosed. Please feel free to share your thoughts and opinions during the interview.
Okay, let’s get started. Could you please tell me a little bit about yourself?
X: Sure. My name is X, I’m 28 years old and I’m currently living in Hanoi. I work as a sale respresentative at an international company.
C: Thank you. Are you living alone or with your family or friends?
X: I’m living with one of my friends from my hometown.
C: That‘s great. Do you and your friend often go shopping together?
X: Not very often because our timetable is a bit different and we are quite busy so we would prefer to go buy ourselves or online.
54 C: Thank you. I understand that. When you mention about shopping online, could you please tell me what do you think about shopping online via e-commerce platforms?
X: It is very convenient for me because I don’t have much time for shopping on-site especially in this situation of Covid-19.
C: Are you a frequent online shopper? How often do you visit an e-commerce site?
X: No. But I often visit online shopping apps when I have time, not like I will buy things everyday.
C: At which period of time during the day do you usually view e-commerce website?
X: Mostly in the evening because that’s the time I finish my job and want to relax.
C: How many hours do you spend on visitting an website, ecpecially for online shopping?
X: About 2 hours maximum because I’m quite tired after that and I need to go to sleep.
C: And what kind of products do you usually buy online instead of offline?
X: At first, I often buy clothes and some stationery stuffs. But when the pandemic occurs, I start to buy grocery online too.
C: So where do you find product online?
X: There are many online shopping websites recently so I can find it anywhere among those, such as Lazada, Shoppe, Tiki, etc.
C: You go shopping on many websites so which e-commerce platform or shopping site do you like most?
X: I really enjoy going shopping on Shoppe because it’s one of the most popular platforms in Vietnam with a variety of products and prices.
C: In your opinion, what you look for in a good shopping site? Does Shopee website satisfy you?
X: I’m a simple person so I just want a shopping site that easy to access with the list of products is well arranged and of course Shoppe matches with my condition.
C: Why do you choose Shopee to buy items online?
X: As I said before, it matches with my requirements, I can easily find the products I need with just 1 or 2 clicks.
C: What do you think that facilitate you onling shopping experiences on Shopee?
55 X: Although they have many categories, they manage to put it into a reasonable order and it make it easier for me to track the products that I want to buy.
C: What do you research about product before decide to actually buy it?
X: I always want a good quality product, however, good quality of course will go with a price.
As I can’t afford expensive stuffs all the time, I will try to find some products that have almost same quality with an afforble price.
C: With a product of a reasonable price, how do you ensure it is at good quality?
X: I look at the reviews on each product and review for the shop too. I know the product can’t satisfy all the customers but the ones which get around 80% of good reviews are the ones I will buy.
C: What is the cheapest product did you buy on Shopee, at what level of price?
X: As I remember, I bought my phone case at 1 VND on Shopee on the special sale day, and the quality is not that bad for a minimum price.
C: Mentioning about sale, how much discounts or what promotion program would you consider worthy when buying online?
X: There are many discounts and sale events on Shoppe so I always check the discount notifications and promotion programs displayed on the home page of Shoppe.
C: After choosing a product, do you go straight to the payment process? If not, why?
X: Not always. Because sometimes I want to wait for discounts or more promotions or to compare with other shops that sell the same products.
C: How do you often pay for your online purchase? What is your prefered payment options?
X: Before Covid-19 pandemic, I used to pay in cash on delivery but now I would rather pay with credit card because it’s much more convenient and I don’t have to contact directly with the deliverer.
C: I see that you’re getting used to paying by card now so when providing financial information for the payment process, is there any risk in privacy?
X: Of course there will be. I might lose my personal information and get hacked into my bank account. It happened to some people I know, but luckily I haven’t got in any of those situations.
C: How long do you have to wait until you receive the product?
56 X: This is one of my favorite characteristics that I like of Shoppe. They have shipping within 2 hours and the longest time I need to wait for a product is a week because it’s not domestic product.
C: After a long time shopping on Shoppe, what would you do if the product does not satisfy your expectations?
X: I will leave some feedback, and if the product is damaged or wrong delivered, I will contact with help center for concerned issues.
C: What pursuaded you to shop online via Shoppee again?
X: I will use 3 words which are convenience, time-saving and fast-delivery
C: As you said before, you also you some other shopping online sites, what is your worst experience in online shopping via e-commerce sites?
X: It’s one of the shopping site from another country, it took almost 2 months for me to receive the product, and by the time I got it, I didn’t need it anymore.
What other features would you want to see on Shopee?
C: I think Shoppe can have a feature for shops that sell clothes like recommendations how to combine those clothes together. I think that helps customers visualize the clothes and the shops can sell more clothes too.