Prague University of Economics and Business Faculty of Business Administration
Bachelor´s Thesis Evaluation by the Supervisor
Title of the Bachelor´s Thesis:
Author of the Bachelor´s Thesis:
Goals of the Bachelor´s Thesis:
Criteria (each max 10 points) Points awarded
1. The goals of the thesis are evident and accomplished 7
2. Demands on the acquisition of additional knowledge or skills 7
3. Adequacy and the way of the methods used 8
4. Depth and relevance of the analysis in relation to goals 7
5. Making use of literature/other resources, citing 6
6. The thesis is a well-organised logical whole 7
7. Linguistic and terminological level 7
8. Formal layout and requirements, extent 8
9. Originality, i.e. it is produced by the student 10
10. Practical/theoretical relevance/applicability 8
Total score in points (max 100) 75
Final grading velmi dobře (2)
Overall evaluation (cca 150 words):
The name of the supervisor:
The employer of the supervisor:
10 January 2022
Signature of the supervisor
Dr Efthymia Kottika
Department of Marketing, Faculty of Business Administration VŠE
The topic is contemporary and the student employed qualitative methodology. The student uses papers from Journals in the literature review. The literature review provides some interesting insights on e-commerce in Vietnam and the analysis part leads to some interesting findings as the student managed to identify relevant themes. Also, the student was able to make some comparisons of her findings to previous research and provide some managerial implications. However, the thesis has some weaknesses. Grammar and academic writing style can be improved (e.g. "mothodology will be qualitative research",
"are supposed suceessfully investigate wether these four factors motives consumers"). Also, some parts are confusing (e.g.
"Primary data were collected from direct survey samples during the period from November 2021 to December 2021").
Referencing style should have been more consistent (e.g. "Q. Nguyen & K. Nguyen (2006) explain") and references list needs to follow appropriate referencing style. Moreover, some themes could have been classified in two separate ones (e.g. Theme 9 – Influence of factors of truth and privacy). In some parts of the thesis there are consistency issues (e.g. in the methodology part the author mentions: "Therefore, there are 12 people participarte in the interview" and in the limitations part it is stated that "the number of 25 interviewees is not enough to represent all consumers"). Despite the weaknesses, in my opinion, this
E V A L U A T I O N O F T H E B A C H E L O R´S T H E S I S
The aim of this thesis is to study e-commerce platforms in Vietnam, and explore factors that influence online consumer behaviour via e-commerce sites, especially Shopee.
Exploring factors that influence consumers’ online shopping behavior via e-commerce platforms in Vietnam: The case of Shopee
Quynh Chau Ngo
