University of Economics, Prague Faculty of Business Administration
Bachelor's thesis evaluation by the opponent
Title of the Bachelor's thesis:
Author of the Bachelor's thesis:
Objectives of the Bachelor's thesis:
Criteria (max. 10 points per category) Points awarded
1. The objectives of the thesis are evident and accomplished 7
2. Demands on the acquisition of additional knowledge or skills 8
3. Adequacy and the way of the methods used 7
4. Depth and relevance of the analysis in relation to objectives 7
5. Making use of literature/other resources, citing 7
6. The thesis is a well-organised logical whole 7
7. Linguistic and terminological level 7
8. Formal layout and requirements, extent 7
9. Originality, i.e. it is produced by the student 8
10. Practical/theoretical relevance/applicability 8
Total score in points (max 100) 73
Final grading Good (3)
Overall evaluation and questions to be answered in the course of the defense:
Name of the Bachelor's thesis opponent:
Occupation of the Bachelor's thesis opponent:
This thesis aims to explore factors that influence online consumer behaviour via e-commerce sites in Vietnam, especially in the case of the Shopee platform. Unfortunately, there are many formal issues throughout the thesis, such as typing errors, grammar issues, language style issues, or incomprehensible formulations. Also, the thesis structure could have been more logical and balanced. Some content could have been exchanged for more specific topics to make the literature review more focused (for example, very general information about consumer behavior). The use of literature is average. Sometimes references are missing. As for the methodology, the author realized in-depth interviews with 12 Millenials (on p. 46, she mentions 25 respondents, though). Unfortunately, the list of these participants (and the interview guide) is missing. The author also uses inappropriate generalizations in qualitative research, which are not possible (e.g., generalizing findings from 12 interviews to the Vietnamese online population – such as "We can claim that the frequency of visits to e-commerce sites in Vietnam is quite large"). Last but not least, the aim of the thesis is partly confusing (e.g., it is not clear what is the role of the Shopee case study). Still, the thesis summarizes some insightful facts about Vietnamese e-commerce and brings several interesting findings, which I appreciate. The extent of the thesis is appropriate. Question for the defense: The author analyzed five factors that are (in her opinion) crucial for the topic under study. However, these five aspects seem to stem from the literature. Have you found any conclusions which are different from the existing literature?
Doc. Ing. Miroslav Karlíček, Ph.D.
Department of Marketing, Faculty of Business Administration VŠE
I honestly declare that I am not in any allied relationship with the author of this Bachelor's thesis.
Exploring the factors that impact consumers‘ online shopping behaviour in Vietnam: The case of Shopee e-commerce platform
Quynh Chau Ngo
To study e-commerce platforms in Vietnam and explore factors that influence online consumer behaviour via e-commerce sites, especially Shopee.
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
January 10, 2022
Signature of the Bachelor's thesis opponent
