assessment online shopping trends of vietnam after covid 19 passion

<span class="text_page_counter">Trang 2</span><div class="page_container" data-page="2">

<b>QualificationBTEC Level 5 HND Diploma in BusinessUnit number and titleUnit 19: Research Project </b>

</div><span class="text_page_counter">Trang 3</span><div class="page_container" data-page="3">

<b>Grade:Assessor Signature:Date:Internal Verifier’s Comments:</b>

<b>Signature & Date:</b>

</div><span class="text_page_counter">Trang 4</span><div class="page_container" data-page="4">

The author would like to gratefully appreciate instructor NGUYEN THI BICH DIEP forher help with the research in order to finish this thesis. With the passionate and dedicated help oflecturers, the author successfully completed the research. The author is grateful for the surveyparticipants' comments as well. The "ASSESSMENT ONLINE SHOPPING TRENDS OFVIETNAM AFTER COVID 19 PASSION." thesis, according to the author, benefited from theirindependent study. All of the conclusions made in this thesis were evaluated using surveyinformation gathered directly by the author as well as study-related material that was cited fromreliable sources. All data are original to the thesis and have not previously been published in anyother kind of study

</div><span class="text_page_counter">Trang 5</span><div class="page_container" data-page="5">

This study intends to evaluate current developments in internet purchasing behaviorsamong Vietnamese consumers. To accomplish this, research hypotheses were created using theSERVQUAL, PESTLE, and TAM models of technology acceptability. For this hypotheticalanalysis, more than 300 students, office employees, and other Ho Chi Minh residents respondedto an online poll. Regression analysis is used by the author to assess the feasibility of these studyideas. The analysis and investigation of Vietnamese consumers' online buying behaviors is themain emphasis of this study. In light of the research's findings, the author will make somerecommendations to assist corporate organizations in expanding their online presence.

</div><span class="text_page_counter">Trang 6</span><div class="page_container" data-page="6">

As a consequence of improvements in contemporary science and technology and theinternet's important role, there has been a considerable shift in consumer buying behaviors bothglobally and in Vietnam in particular. The usual in-person, in-person viewing-in-person style ofshopping has increasingly given way to one that entails using e-commerce networks (onlineshopping or online shopping). The popularity of online buying has grown significantly,especially since the Covid-19 pandemic. There are many benefits to online shopping, includingtime savings, accessibility from anywhere, ease, availability 24/7, a large range of products, anda variety of methods to compare products and brands. Perceived risks include things likemonetary loss, product performance risk, delivery risk, and psychological components likewebsite design, trust, and security. These ostensibly dangerous and psychological elements alsohave an impact on how customers conduct when they purchase online. The components ofinternet purchasing that affect customer attitudes regarding it are the topic of this study. Thegoals of this study were to identify the age distribution of online consumers as well as to describerisk factors and psychology in the setting of Vietnam. The author of this study employed aquantitative methodology and distributed survey questionnaires to office employees, collegestudents, and schoolchildren in Ho Chi Minh City. 300 respondents were selected as thepopulation for the experiment in order to collect data.

According to the research findings, design is the most crucial element when respondentspurchase online (after researching the literature and examining actual data). When it comes toonline buying, risks related to product performance and other aspects, such trust and security,have a big impact on customer behavior. influence consumers' perceptions of online buyinggreatly.)

</div><span class="text_page_counter">Trang 7</span><div class="page_container" data-page="7">

<b>CHAPTER I: INTRODUCTION...7</b>

Define online shopping method?...7

Define online shopping behavior?...7

Online shopping trends in Vietnam and other countries...8

My company i choose...9

PROBLEM STATEMENT/ RATIONALE OF THE DISSERTATION...10

RESEARCH OBJECTIVE & RESEARCH QUESTION...10

<b>CHAPTER 2: LITERATURE REVIEW...12</b>

THE CHANGE AND DEVELOPMENT OF VIETNAMESE PEOPLE'S ONLINE SHOPPING BEHAVIOR AFTER THE COVID-19...12

The benefits and drawbacks of online shopping behavior have an impact on consumer behavior...13

Benefits of internet retail...13

Negative aspects of internet buying Along with the benefits, there are also drawbacks to internet buying, including the following:...14

WHAT ELEMENTS AFFECT ONLINE SHOPPERS' ACTIONS?...14

PESTLE MODEL...14

Servqual model...17

Technology acceptance model (TAM)...19

How to limit the risks in online shopping?...22

</div><span class="text_page_counter">Trang 8</span><div class="page_container" data-page="8">

Analyze differences by age...42

Analyze differences by education level...43

Analyze differences by expertise...43

Analysis of differences by income...44

Descriptive statistics...44

Recognition rate of online sales websites popular in Vietnam...44

Average time of using the Internet/ 1 day According to table Shopee...45

Statistics of Internet use experience shopee...46

Average time/ 1 visit to websites sixty one 20.3 shopee...46

Number of visits/ 1 month to shopee in recent time...46

Sex ratio of the observed sample...47

Age of the observed sample...47

Education level of the observed sample...48

Specialization of Observation Pattern...49

Earnings of the observed sample...49

Assess the reliability of the scale...50

Cronbach alpha...50

EFA discovery factor analysis...52

<b>CHAPTER 5. CONCLUSIONS AND RECOMMENDATIONS...53</b>

Limitations and direction of further research...54

<b>CHAPTER 6. REFERENCES...55</b>

</div><span class="text_page_counter">Trang 9</span><div class="page_container" data-page="9">

CHAPTER I: INTRODUCTION

Define online shopping method?

Organization for Economic Cooperation and Development (OECD) figures show that thepercentage of online purchasing climbed from 37% in 2014 to 50% in 2015. This perception isbased on the very clear benefits of internet shopping, including:

- Consumers have easy access to product information from a variety of sources, includingwebsites and social media (facebook, instagram,...). Particularly, there are websites that provideservices for other websites' product price comparisons, which greatly aid customers makingonline purchases.

- Online retailers provide a wide range of goods and services, specializing in apparel,electronics, toys, and cosmetics.

- Customers may rate items after making a purchase on the majority of e-commerceplatforms. Customers may therefore extensively research a product before making a purchase.

- Consumers saving time.

B2C (Business to Customer) (Business to Customer) E-commerce is the online exchangeof products or services between businesses and consumers. E-commerce is one of the fastest-growing industries because of how convenient online purchasing is for customers and how muchsimpler it is to launch an online business than a physical one. the bulk of the economy.Consumer to Consumer, often known as C2C in English, may be loosely translated as "consumerto consumer." In a C2C business model, people serve as the buyers' and sellers' agents. Throughthird-party intermediary online sales platforms or intermediate auction websites, this transactionwill take place in an online setting.

In a business-to-business (B2B) e-commerce transaction, both the buyer and the seller areother companies. These transactions happen right there on the company's website or e-commerceplatform. Among them, the whole procedure—from choosing a product to making a payment—iscarried out entirely online.

Define online shopping behavior?

Modern information technology has enabled customers to make decisions and completepurchases from the comfort of their homes using full-motion video, audio, and product specs.Customers may choose the appropriate items and pay using the aforementioned ways. This ismore time-efficient than conventional shopping and highly handy.

</div><span class="text_page_counter">Trang 10</span><div class="page_container" data-page="10">

of products since they can access more providers with only one click.

reasonable cost and manner of transaction: Customers have various alternatives, as wasalready discussed, making it easier for them to choose the ideal goods at a lower price thanconventional purchasing. The cost of renting space or recruiting staff is significantly decreasedfor suppliers, which lowers the selling price of goods. Additionally, customers may choose thepayment options that work best for them.

Online shopping trends in Vietnam and other countries.

Through this research, readers will get an overview of the e-commerce sectors in Vietnamand Southeast Asia, where e-commerce has been a significant driver of and contributor toeconomic development.

This report also includes trends for 2021 based on data gathered from e-commerceplatforms, such as trends in response to shoppertainment activities (shopping combined withentertainment), grocery shopping on e-commerce platforms, an increase in the quantity of newsellers, and a significant investment in internal logistics systems.

Regarding shifts in customer behavior, the study indicated that 58% of Vietnameseconsumers anticipate keeping their current practice of buying groceries online due of its ease.with 53% acknowledging that doing their food shopping online has become a regular part oftheir life. Additionally, Vietnamese customers are prepared to spend more online.

The Covid-19 outbreak generated a number of challenges and disruptions, but it alsocreated a wealth of new prospects for the growth of the digital economy and online businesses,according to Mr. James Dong, General Director of Shopee Vietnam and Thailand. We anticipatethat this research will be a helpful resource for businesses and people interested in knowing moreabout how Covid-19 has affected the Vietnamese e-commerce industry, changes in consumerbehavior, the recent digital revolution, and market trends expected to emerge in 2022.

<b>Popular e-commerce sites in Vietnam</b>

</div><span class="text_page_counter">Trang 11</span><div class="page_container" data-page="11">

The top 10 South East Asian Shopee with the most visitors include 5 Vietnameseenterprises. Vietnam is one of just two nations—the other being Indonesia—where e-commercewebsite traffic is increasing, whereas it is falling in Thailand, Malaysia, Singapore, and thePhilippines.

The general Ecommerce market report for the six South East Asian countries, includingVietnam, has recently been released by iPrice, the seven ASEAN markets' e-commerce platform.The ten Ecommerce sites with the most online traffic in the South East Asia market havebeen identified by the iPrice Group research. As a consequence, it can be seen that Tiki, Sendo,The Gioi Di Dong (Mobile World JSC), Dien May Xanh (Blue Electronics), and FPTShop areamong the local Vietnamese businesses that own half of these websites.

Lazada and Shopee, two very well-known businesses, and the three Indonesian "unicorn"start-ups Tokopedia, Bukalapak, and Blibli round out the remaining five businesses.

My company i choose

The COVID-19 pandemic has caused people's behavior to change, such as peopleincreasingly staying away from public places and offline retail stores, so online sales for somesectors is increasing. The purpose of this study is to determine the impact of the COVID-19pandemic on e-commerce transactions at Shopee. Conversions for the food, medical andpharmaceutical sectors have increased dramatically. Food sector grew 55%, Health 19% andpharmaceutical 11%. To prevent the spread of the covid-19 virus pandemic, the use of onlineshopping apps has increased by 300%. E-commerce as a means of buying and selling online can

</div><span class="text_page_counter">Trang 12</span><div class="page_container" data-page="12">

sustainability. This type of study is hybrid. Sampling technique is used for purposeful sampling.The data used in this study are primary data. The data collection was used throughquestionnaires. The data analysis method used is linear regression. The results show that theresearch results show that the COVID-19 pandemic affects e-commerce transactions on Shopeeas in the economic field, people's habits have changed a lot from consumers usually prefer shoponline to start shopping online.

Thus, the trend of buying online on e-commerce and social media platforms is verypopular among students in the study sample and this is also one of the activities that isconsidered important for students in cyberspace. Students tend to choose the most popularShopee shopping, and students' online shopping rates on Shopee are significantly higher thanother e-commerce platforms. In addition to the common choices, male and female students alsotend to choose different groups of online shopping items. The research results suggest solutionsfor e-commerce platforms to better understand the online shopping trend of students when theywant to develop student-oriented customers in the future.

PROBLEM STATEMENT/ RATIONALE OF THE DISSERTATION

Businesses and customers are now increasingly interested in online buying as a result ofthe Covid-19 epidemic and the constraints on distance, blockage, and contact limitation. Onlineshopping has become a "salvation," assisting both customers and producers and distributors ofproducts in growing their businesses and securing their livelihoods. Consumers are worriedabout the hazards that come along with convenience, however. The author will providerecommendations for companies to establish a more sustainable internet network based on thedangers that consumers worry about.

RESEARCH OBJECTIVE & RESEARCH QUESTION

Research Objective

In the context of the post-Covid-19 period, this research will examine Vietnameseconsumers' online buying preferences. In addition, it is anticipated that internet buyingtechniques would alter Vietnamese customers' behavior in the next years. It also serves as thebasis for the author's proposals for the development of internet networks for Vietnameseenterprises.

Research Question

How has internet buying changed and expanded for customers since the Covid-19pandemic?

</div><span class="text_page_counter">Trang 13</span><div class="page_container" data-page="13">

How do the PESTEL, Serqual, and Technology Acceptance Model (TAM) models oftechnology influence online buying behavior?

RESEARCH METHOD OVERVIEW

The author of this study use both quantitative and qualitative research approaches. Theauthor will conduct quantitative study by using a questionnaire to interview more than 300 HoChi Minh City residents who purchase online. using the 15 research as a resource to investigatehow consumers see internet buying. For qualitative research, the author collects and analyzesdata sources from journals, books, and websites on topics relating to the study subject. By usingthis technique, it is possible to determine the amount to which specialists, researchers, andanalysts have evaluated internet buying patterns from the Covid-19 era, after the pandemicscenario, to the future. Then, consider issues that have an impact on how people purchase onlineafter the Covid-19 pandemic.

RESEARCH SCOPE

In terms of how consumers perceive it, this study report tries to analyze the trend of onlinebuying following COVID-19. There are no age or gender limits for the survey since anybodymay purchase online. Online survey questions taken at a place in HCMC using Google Forms.The research period began at the conclusion of 2022.

RESEARCH ETHICS

The following ethical guidelines form the foundation of the study: The survey wascompleted voluntarily and at no cost. Participants' identities are kept private.

− Conduct fair surveys.

− Sensitive issues related to culture, gender, society, etc. won't be brought up.

</div><span class="text_page_counter">Trang 21</span><div class="page_container" data-page="21">

Realizing the need to revise SERVQUAL to differentiate between in-store and online retail,Ranganathan and Ganapathy, Vietnam's new employee Shopee (2002) asked consumers what wasimportant to them. when shopping online after COVID-19. They ranked security and privacy first,followed by informative content and site appeal. They also introduced WEBQUAL, considering thepresence of the website and the smoothness of the after-sales support function (handling shippingand customer issues). Shopee Strategy Department introduced another version of WEBQUAL withtwelve dimensions, emphasizing the importance of informative content, intuitive operation andcompleteness of the offering. Considering the context of our study and the importance of overallsite quality, we adopt the ES-QUAL discussed below.

ES QUALITY

The Shopee Strategy Department has developed a multi-item scale to measure 19 website quality. From the analysis of empirical data, they proposed a 22-item scale on fouraspects of post-COVID-19 system availability, fulfillment, and privacy. They label their multi-itemscale as 'ES-QUAL'. Many studies have shown that ES-QUAL impacts customer satisfaction, wherequality websites lead to loyal customers who return to that site to continue shopping online. Head ofDepartment collected data using ES-QUAL from 1409 users of a website that mainly sells booksand CDs. The results confirmed the importance of capturing the entire purchasing process, fromnavigating the site to product delivery. In another application using the ES-QUAL scale, Marimonet al. (2010) investigated online supermarkets in Spain, finding that the main factors were systemavailability and responsiveness. Meta-analyses supported the application of ES-QUAL to determinethe service quality of e-commerce websites.

post-COVID-Therefore, we have chosen ES-QUAL as our theoretical foundation. The dimensions in ourmodel are: perceived efficiency, including system availability; perceived security, refers to themanagement of financial data; privacy concerns, regarding unauthorized access to personalinformation; and fulfillment, is the delivery process after the online payment has been completed.These dimensions, which measure the overall quality of the site, are complemented by convenience,representing the ability to shop anytime, anywhere. Based on these structures, consumers will ratehow useful a website is. This will affect their intention to continue. In addition, we added threemediating factors: perceived health susceptibility, social shopping, and hedonic motivation.Moderators are gender, country and online shopping experience.

Technology acceptance model (TAM)

One of the most popular models of technology adoption is the Technology Acceptance Model(TAM; Davis, 1989), which focuses on the two main elements that affect a person's desire to utilize

</div><span class="text_page_counter">Trang 22</span><div class="page_container" data-page="22">

as time-wasting or too difficult to play will be less likely to want to utilize this technology, while anolder adult who views digital games as necessary mental stimulation and as being simple to learnwill be more likely to want to do so. Even though TAM has been criticism for a variety of reasons,it provides a helpful overall framework and is consistent with several studies examining theelements that impact older individuals' intentions to utilize new technologies (Braun, 2013).

In this paper, the Technology Acceptance Model (TAM) has been extended in order tounderstand the other variables which affect online shopping behavior. TAM has been widely usedby many researchers as a measure of online shopping behavior. Although most studies haveextended TAM to a modified (simplified and/or extended) conceptual framework.

We play a huge role in e-commerce. The rise and fall of trust has a direct and significantimpact on online shopping. There have been many studies discussing the relationship between theclassical TAM model and trust. In addition, a large number of studies have found an associationbetween perceived belief structure (PT) and TAM. Several studies have shown that there exists apositive relationship between trust, PU and PEU. Shopee is doing well and their marketingactivities are channels used to ensure a low level of consumer risk perception and a high level oftrust. Others say that Ease of Use Perception increases with increasing trust in e-commerce.

<b>H1: Trust has a significant impact on perceived usefulness</b>

<b>H2: Trust has a significant impact on perceived ease of use Perceived ease of use Definedas “the degree to which users will find it easy for them to use a particular technology” I andShopee's Strategy Department. </b>

The relationship between perceived ease of use and perceived usefulness has been discoveredby several studies. Shopee and I also found a direct relationship between perceived usefulness and

</div><span class="text_page_counter">Trang 23</span><div class="page_container" data-page="23">

PEOU on PU was statistically significant.

<b>H3: Perceived ease of use has a significant impact on perceived usefulness </b>

Perceived ease of use is an individual's perception that adopting a technology or system doesnot require any cost. any fee. any cost or effort. Perceived ease of use is defined as “the degree towhich a person perceives that using the system will be easy”. Me and Shopee Strategy Department,Other studies on the same model have also found a significant correlation between ease of use andusability. Using my scale, we measure ease of use attitudes towards online shopping.

<b>H4a: Perceived ease of use has a significant impact on Attitudes towards online shoppingintention </b>

Perceived usefulness Perceived usefulness refers to an individual's perception that using aproduct new. system will lead to improved performance of their work. Online shopping is a prettyeffective tool for finding products and services, although it's often (Self-Service Technology). In myresearch, the Shopee Strategy Department and I talked about the importance of perceivedusefulness: Users accept an app primarily for the functions the app or technology performs forthem, and also based on how easy or difficult they are using the app. . If an individual perceives thatthe benefits associated with using the internet outweigh the efforts required to use the internet,he/she will prefer to use the internet to shop. We use my scale, to measure how useful onlineshopping is to current and future users.

<b>H4b: Perceived usefulness has a significant impact on attitude towards online shoppingintention </b>

Attitude According to the TRA transaction definition, an individual's attitude towards aparticular behavior is determined by the individual's beliefs and judgments about the results ofperforming that particular behavior [15]. TRA explains the relationship that exists between attitudesand behaviour. It is commonly used to predict how people behave based on their previous Attitudesand is defined as an individual's overall assessment of performing a particular behaviour. Accordingto the Theory of Planned Behavior (TPB), users' behavioral intentions are influenced by theirpersonal attitudes, which in turn influence an individual's actual behavior. Individuals are morelikely to have a stronger intention towards e-shopping and they are more likely to use it if theirattitudes are positive towards online shopping. According to numerous studies on e-commerce,consumers' actual participation in online transactions is significantly predicted by their intention toengage in electronic transactions.

</div><span class="text_page_counter">Trang 24</span><div class="page_container" data-page="24">

<b>enjoyment Perception of enjoyment refers to an individual's perception that adopting a newsystem or technology will make them feel happy. </b>

If the use of a technology or system stimulates a person, it will motivate him/her to use thattechnology. The perceived enjoyment leads to making websites more engaging, which directlyaffects user intent Me and the Shopee Strategy Department. It has been found that enjoyment ispositively correlated with customer satisfaction and online shopping behavior. The perception Ishowed in their research that pleasure influences online shopping. Compared to offline shopping,online shopping can be equally enjoyable and it also has certain advantages over offline shopping.Measuring the same by the scale of the Moon and the Kim, we have the following hypothesis.

<b>H6: Perceived enjoyment has a significant impact on intention to use online shoppingOnline shopping intention Through different studies, it has been found that those who findonline shopping easy, useful and interesting capable of accepting online shopping.</b>

TAM is used to understand the variables that influence online shopping. The variables thatinfluence online shopping are perceived usefulness, perceived ease of use, and perceived enjoymentand excitement. If the individual's behavioral intentions are stronger, then he/she is more likely toperform the behavior. Many studies have applied different scales to measure user intent for e-shopping or online shopping: two-point scale and multi-point qualitative scale. Early studies usedshort-term and long-term intentions. Use seven points

</div><span class="text_page_counter">Trang 25</span><div class="page_container" data-page="25">

How to limit the risks in online shopping?

<b>Source: </b>thegioivoucher.vn1. Employ a reliable security system

It is essential to use a security software to ensure that no damage is done. Many users,nevertheless, have disregarded this guidance. A requirement is protecting a constrained deviceagainst harmful programs and online threats.

2. Improve the computer's security settings

Users must make sure that the security settings on the computer are optimized in addition toexpanding and upgrading the security application. Operating systems and web browsers includesecurity flaws that are targeted by many malicious applications.

3.Only share sponsored content with reputable or well-known brands.

The security of user material that is cautious about the intended audience to whom userscontribute payment information is very important. If a user is unsure about the reliability of anonline retailer. then determine and confirm its legitimacy and safety.

4. Switch from using a debit card to a credit card.

For online buying, credit cards are more secure than debit cards. If criminals steal a user'sonline payment information for credit cards. They won't do as much harm for two reasons:

</div><span class="text_page_counter">Trang 26</span><div class="page_container" data-page="26">

directly to the user's bank account. Users may reject fraudulent credit card transactions withouthaving to pay the disputed amount. Debit card withdrawals made straight from the account,however, are considerably harder to get back.

5. Ensure that the order's payment information is encrypted.

Check if the payment method has been encrypted by the manufacturer before a user makes apurchase on a website. The SSL protocol is widely used by websites to encrypt data sent between auser's device and a store's server. A padlock symbol and "https" in place of "http" in the websiteaddress are typical indicators of this.

</div><span class="text_page_counter">Trang 27</span><div class="page_container" data-page="27">

CHAPTER 3: METHODOLOGY

RESEARCH DESIGN OR RESEARCH PROCESS

To ensure the scientific, the research is carried out through two main stage preliminaryresearch and formal research.

<b>1</b> PreliminaryDefinition

Discussion Double hand Ho Chi MinhCity

<b>2</b> Official Quantitative Interview direct Ho Chi MinhCity

<b>Research process</b>

<b>Step 1: Identify the research problem, research question and objective research.</b>

<b>Step 2: Refer to documents related to the research topic It proposes a research model and</b>

establishes research hypotheses.

<b>Step 3: Prepare the questionnaire and edit the questionnaire. A table draft questions with</b>

scales based on previous studies that have been establish. Then the questionnaires were delivered toa small group of 5 - 10. Finally, a primary survey was conducted with 300 survey samples.

<b>Step 4: The author conducts surveys and collects data and Questionnaires were sent directly</b>

to 300 people.

<b>Step 5: Edit, and adjust the data and reliability of the methods The measurement method is</b>

analyzed by Cronbach's Alpha and must meet the coefficient requirement above 0.6.

<b>Step 6: Test the research hypothesis and determine the relationship of the factors in the model</b>

through multivariate regression analysis.

RESEARCH METHOD

<b>Qualitative research</b>

Preliminary scale will be used as a reference basis for conducting qualitative research to buildquestionnaires for observed variables used to measure concepts in the based model. In this post-COVID period, researchers will use a one-on-one discussion technique with subjects selectedaccording to a convenient method that still reflects the characteristics of the observed sample set.Subjects selected to participate in the qualitative study are 22-40 years old, have experience in using

</div><span class="text_page_counter">Trang 28</span><div class="page_container" data-page="28">

understanding of shopee. The survey was conducted by a combination of methods including: directinterviews with customers, distribution of pre-printed questionnaires to respondents and receivingresults after completion. Those who want to buy electrical appliances by convenient samplingmethod are graduate students who have families and have the right to decide to buy electricalappliances.

Discussion content: Based on the concepts to be measured in the model, refer to thepreliminary scale of foreign authors. The author exchanges each group of factors affecting thedecision to buy shopping online after covid-19, the observed variables for each component scale inthe model.

<b>The scale is used as a basis for qualitative research to build a questionnaire for quantitative</b>

research. Qualitative research was carried out by hand-to-hand discussion method. In this study, thetwo terms “post-covid-19 online sale in COVID-19 purchase” have the same meaning. The authoruses the term purchase through in qualitative and quantitative research to create closeness and easyunderstanding for all survey participants. Scales were needed to measure the variables accurately,so different variables were selected with appropriate scales. The variables are applied according tothe 5-point Likert scale, with the scale scale according to the score as follows:

1: Totally disagree, 2: Disagree, 3: Neutral (Compassion) usually), 4: Agree, 5: Totally agree.

<b>Quantitative research</b>

The purpose of this study is to directly survey customers to survey data collection, which isdone through survey questionnaires. The collected information is used to evaluate the reliability andvalidity of the scale, to test the scale, and to test the suitability of the model.

<b>Sampling method</b>

To choose an appropriate sample size, according to researchers Hair et al. (1998), forexploratory factor analysis (EFA) minimum sample size N≥5*x (x: total number of variables)observe). For authors Tabachnick and Fidell (1996) to conduct regression analysis in the best way,the minimum sample size to be achieved is calculated by the formula N≥8m+50 (where N is thesample size, m is the number of variables. model independence). In this study, the author chooses alarge enough sample size to satisfy both conditions as suggested by the EFA factor research methodand the multiple regression method. N≥max (sample size according to EFA requirements;

sample size required by multiple regression). This study is expected to sample with a size of300 samples for 25 observed variables. This sample size will be the basis for preparing the numberof 320 questionnaires to be distributed.

</div><span class="text_page_counter">Trang 29</span><div class="page_container" data-page="29">

- For secondary data:

The authors collect data from other scientific articles, articles published in newspapers orspecialized scientific journals on the topic.

- For primary data:

In order to minimize the cost and time of the survey, the study uses convenience samplingmethod. The target audience is people of the Z gen group (10-25 years old), who are living in Hanoiand have been shopping online.

The survey was conducted from March 2, 2022 to March 11, 2022. After screening andremoving 13 invalid responses, the final number of questionnaires included in the analysis was 224.This data is distributed relatively evenly by gender as well as geographical area. in 12 districts inHanoi city.

The survey object is gen Z, so the number of respondents who do not have auniversity/college degree account for a large proportion (58.5%) and only 16.5% has a universitydegree. The number of respondents with a monthly personal income of less than 5 million dongaccounts for 42%, but still more than 24% have earned over 10 million dong per month. In terms oftime using the internet per day, the majority of respondents spend 5 hours/day on the internet,31.3% spend 2 - 5 hours and the number of people who spend less than 2 hours/day using theinternet accounts for only 20.1%.

</div><span class="text_page_counter">Trang 30</span><div class="page_container" data-page="30">

<b>Data analysis</b>

The authors analyzed the data using SPSS 20.0 software. Chi-square tests and Cramer's Vtests were performed to test the relationship between demographic variables including gender,

</div><span class="text_page_counter">Trang 31</span><div class="page_container" data-page="31">

online shopping of the study subjects.

<b>Data Analysis Methods</b>

The study uses the Cronbach Alpha reliability coefficient and removes the variables with thesmall-sum correlation coefficient, testing the preliminary scale by exploratory factor analysis(EFA). Multivariate regression analysis. Then, test the research hypotheses. Analysis of varianceANOVA to test. Data analysis is based on demographic variables to analyze differences between thefollowing groups: Male and Female; High Income and Low Income; Young and Elderly; Educationand Job Qualifications.

Preliminary assessment of the scale

<b>Evaluation of Cronbach's Alpha reliability coefficient</b>

Purpose This method allows analysis to find out which items should be kept and which itemsshould be omitted from the items to be tested (Hoang Trong and Chu Nguyen Mong Ngoc, 2008) orin other words, help to eliminate observed variables, the scales fail. Observable variables withcorrelation coefficient of total variable (Corrected Item-Total Correlation) less than 0.3 will beeliminated and the standard for choosing the scale when Cronbach's Alpha coefficient is from 0.6 orhigher. Many researchers agree that when Cronbach's Alpha is from 0.8 or more to close to 1, agood scale, from 0.7 to close to 0.8, is usable. There are also

Researchers suggest that Cronbach's Alpha of 0.6 or higher is usable in case the concept beingmeasured is new or new to respondents in the research context (Hoang Trong and Chu NguyenMong Ngoc). , 2008).

<b>EFA exploratory factor analysis</b>

Factor analysis is mainly used to evaluate convergent and discriminant validity. This methodis very useful for determining the set of variables needed for the research problem and is used tofind the relationship between variables. In EFA factor analysis, researchers are often interested inseveral criteria including:

KMO (Kaiser-Meyer-Olkin measure of sampling adequacy): is an indicator used to considerthe adequacy of factor analysis. A large KMO value (between 0.5 and 1) is a sufficient condition forfactor analysis to be appropriate. If the KMO is less than 0.5, then the factor analysis is likely to beinappropriate for the data. Bartlett's test (in factor analysis, it is necessary to test the correlation ofvariables with each other (H0: variables are not correlated with each other in the population).potentially inappropriate If this test is significant (sig. < 0.05), then the observed variables arecorrelated with each other in the population. (Hoang Trong and Chu Nguyen Mong Ngoc, 2008).

</div><span class="text_page_counter">Trang 32</span><div class="page_container" data-page="32">

coefficient ≥ 0.5 (Hair et al., 1998). The scale is accepted when the total variance extracted is morethan 50%. (Gerbing and Anderson, 1988). The extraction method "Principal Component Analysis"is used in factor analysis to measure independent components.

<b>Regression analysis</b>

Pearson correlation analysis was performed between the dependent variable and independentvariables to confirm that there is a linear relationship between the dependent variable and theindependent variables. The purpose of considering the independent variables that are significantlycorrelated with the dependent variable is considered separately for each independent variable. Whenthe significance level Sig. of the regression coefficient is less than 0.05 (Sig.<0.05), the confidencelevel is 95%, it is concluded that there is a statistically significant correlation between theindependent variable and the dependent variable.

Multivariate regression analysis to assess the goodness of fit of the model, the method used isthe "Enter" input method. Researchers often use the coefficient R2 (R Square) to assess the fit ofthe research model. The F-test in the analysis of variance table will show whether the dependentvariable has a relationship with all the independent variables (Sig. < 0.05, the model is suitable andvice versa). Analysis, ANOVA. These analyzes aim to evaluate the difference between factors,ANOVA analysis shows that the F value has a Sig significance level. If Sig. <0.05, the regressionmodel fits the collected data and the included variables are statistically significant with 95%confidence.

</div>