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ABSTRACT
In recent years, with the strong development of the information technology industry in general and the e-commerce industry in particular in Vietnam, activities such as exchanging goods, buying and selling online, and organizing work more professionally and methodically, have become an indispensable part of life for young people, especially students today. Today's students are gradually becoming mature research subjects in the internet era because this is a group of subjects that tend to grasp the age of sensitivity, and contact with technology platforms every day. This form has existed for a long time in Western countries, but for Vietnam, this type has only appeared recently when the information technology infrastructure is gradually being completed, and e-commerce is predicted to grow strongly in the future. For all these reasons, the topic "Factors affecting online shopping behavior of students in Ho Chi Minh City" is a remarkable one, and is analyzed thoroughly in each part of this research paper. Keywords : online shopping behavior, actual transaction, national culture, individualism, collectivism, time orientation, etc.
TABLES OF CONTENT
CHAPTER 1: INTRODUCTION
1.1 Research Background Entering the era when information technology and the Internet are gradually transforming and developing like a storm has increased consumer convenience, making shopping easier. Thanks to that rapid development, it is easier for consumers today to know a lot more products, have more choices, and quickly compare comparable products to make a better and more suitable choice, with quality as well as being suitable to satisfy their pockets. In recent years, research on e-commerce platforms and especially shopping for current needs has also been promoted. Some basic requirements have influenced online shopping behavior, such as perceived risk, convenience, and research topic approach, to build an overall model with impacts. Research subjects are usually young people, especially 18-25 years old in terms of personal careers, and most of the survey focuses on students. 1.2 Research Objectives The purpose of the study is to find out the current online shopping behavior of students living in Ho Chi Minh City. From there, it helps us to recognize the challenges we face and the potential opportunities for development and take measures to overcome the limitations, and through that, we will offer development strategies to promote the growing business on the e-commerce platform in the best way. 1.3 Reason of the topic The current developed economy, along with the advent of the internet and technology, has contributed to promoting the economic development of our country. A series of online businesses were formed, which gradually became a trend that attracted a lot of attention from everyone. It is because of the convenience that the e-commerce industry has created favorable conditions for online shopping to become more and more bustling, which is a potential basis for economic development. Although it is considered a leading industry in terms of future potential, it has not been stably promoted in the long term. Stemming from this unresolved issue, our team decided to conduct this research project with the aim of
learning about the factors and current buying behavior of students to know exactly what factors affect online shopping behavior of today's youth in general and of students in particular. 1.4 The scope of research ● Scope: Our research scope is aimed at students aged 19-22 at the University of Foreign Languages and Information Technology in Ho Chi Minh City. The study will determine the factors affecting students' online purchasing behavior and marketing activities of the online form, such as advertising, pricing, promotional policies, loyalty programs for frequent customers, and other related services. In addition, the research will also help online businesses better understand their target audience and produce effective and high-quality marketing strategies to better meet their customer's needs and preferences. ● Limitation: There are still some limitations for the research team to face that need to be carefully considered. First, the number of survey samples is limited to students of Ho Chi Minh University of Foreign Languages and Information Technology - HUFLIT, so the survey results cannot be generalized to other sample groups, such as students from other schools, age groups, etc.Additionally, because this study's methodology has limitations with survey questionnaires, it is impossible to precisely represent students' actual purchases via internet behavior. Therefore, this study can only offer a limited understanding of the elements that impact students' online buying behavior. Our study was done over a certain period of time, so it won't accurately reflect future changes in customer behavior and intentions due to shifting market trends. Since behavior and factors affecting purchase intention may evolve over time in the market, the study's findings might be out of date.. 1.5 Research Structure
The following basic behaviors affect the purchasing behavior of consumers: 2.3.1 Cultural factors According to E.B. Taylor (1871), culture is: "A complex consisting of knowledge, belief, art, morals, law, custom, and all other capabilities and habits acquired by man as a member of society". Consumer behavior will be influenced by external factors, also known as the macro- environment. Culture is one of the factors that deeply influences people's shopping behavior. Culture will include many aspects, such as thoughts, habits, behaviors, languages, etc., that are associated with everyone in society and are expressed through daily life, not only through communication but also as a decisive factor in buying and selling a certain type of product. This is the first factor that a business should research if your business wants to enter a market that has never been known before. Because each country will have its own characteristics, this is considered a crucial factor in determining consumer buying behavior. Businesses will carefully consider and come up with marketing strategies suitable for each market in each different country because each culture will have factors that need to be considered when choosing products. Within each culture, there are smaller subcultures. This subculture is understood as a distinct group that exists within a larger and more complex cultural and social sample range. In a subculture, each member will have their own characteristics, derived from beliefs, values, norms, and customs that are the factors that make up their own characteristics. 2.3.2 Social factors Social influence groups are considered a collective model consisting of two or more people who influence each other to achieve individual goals and the common goals of the community and society. Each group will have its own rules and regulations to require individuals and members to adhere to and strictly abide by.
Social class is a group pattern consisting of people of equal status in society. And in a society, there will be hierarchies, forming many classes with different high and low positions. A person's social class will be determined based on their social status. The position in society of any individual is influenced by elements like education, employment, money, or amount of political, military, or economic power. These factors will make a difference in values, attitudes, and behaviors of the class. In each role, there will be different status and positions, and people will have the choice of products to serve their needs in accordance with their role and status. For those who work in e-commerce and marketing, they may be aware of brand and product status. However, symbols representing social status will change frequently depending on different individuals and geographical locations. 2.3.3 Personal factors Personal factors also influence buyer behavior. The important personal factors that influence buyer behavior are age, occupation, income, and lifestyle. Age and stage of life cycle Each person will often choose to buy or use diverse types of goods and products in their life cycle. People's tastes in choosing products or services will depend on each stage of a certain era, from which consumerism will be shaped according to each stage of the life cycle and the stage of that era. Occupation: Occupation is also a factor that influences consumer consumption patterns. People with different occupations will have different levels of consumption, which is most evident through the purchase of essential items such as clothes, shoes, food, cosmetics, phones, computers, etc. From there, it shows that economic circumstances also have a big impact on shopping behavior. Income:
According to the definition by Monsuwe et al. (2004), “Online shopping is the behavior of consumers shopping through Internet stores or websites using online shopping transaction tools.” Through research as well as the above definition, the authors found that online shopping behavior is a form of e-commerce that allows customers to directly buy and sell goods or services from business people on the Internet using a web browser. Consumers have a need to find the products they are interested in by going directly to the retailers' or suppliers' websites, searching for the item, and displaying its information. Products and prices will be available similarly to those of other retail vendors. 2.4.2 Benefits of online shopping ❖ For consumers Save time: in today's modern life, choosing to shop online means accessing online websites with full and clear information about all necessary things, from pictures to information about products, etc. This contributes to creating more convenience for customers, helping them save a lot of time and travel costs while the product still reaches the recipient quickly and safely. The models of products will be diverse, and there will be many suppliers to choose from: The number of product samples at the store is extremely diverse and rich, giving customers more choices than at traditional stores. Good deals with reasonable prices: For online stores, there are many forms of payment to suit their needs, and suppliers can save some money by reducing the prices of items, which allows customers to enjoy more favorable prices on products than if they buy directly at the stores. Product feedback: After experiencing the product, customer service will share information and experiences about that product. Those comments and sharing, in part, will help businesses develop the good aspects and improve the bad ones. On the other hand, this is
also a way of posting for the purpose of widely promoting the product so that consumers can access it easily and conveniently with a quick information collection. ❖ For Businesses Market expansion: with a much smaller initial cost than the traditional store model. Businesses and companies have taken advantage of this opportunity to reach a wide range of customers and global partners. Completing the product distribution system: reducing the backlog of goods and stagnation in the distribution of goods. The product introduction system will be supported on the homepage of the business. Rapidly launching new products: With the advantage of information and an extensive customer network, the ability to distribute between customers and businesses will help increase production efficiency quickly and bring products to the competitive market quickly. Reduced transaction costs: Thanks to the rapid development of the internet, consumers and businesses have significantly reduced transaction times and costs. The term transaction here means ad production, initial exposure, delivery, payment, etc. High competitive advantage: When buying goods through websites/apps, businesses will save a large amount of money compared to traditional stores, so small and medium-sized companies and businesses will face many difficulties. They will be more difficult in terms of costs than online stores, and not only that, they will face competition from large enterprises in terms of capital, market, human resources, and above all, customer files. Reduce marketing costs: thanks to information technology, staff can quickly approach and transact with more customers at the same time than in a traditional store, which will only focus on one customer to advise and choose. They choose the product without knowing if they will buy it or not. Thus, you will miss a lot of potential customers and reduce quality a lot in terms of time.
through this channel is still lower than that of the traditional form of purchasing directly in stores. CHAPTER 3: RESEARCH METHODOLOGY 3.1 Data Collection 3.1.1 Secondary Data Secondary data were collected from various surveys conducted on the Internet and mobile, various journals of online marketing, existing literature, and newspapers, etc. 3.1.2 Primary Data A survey by face-to-face interview will be used as a strategy to collect primary data. For this survey, certain individuals or groups of people will be interrogated. Our team will divide the survey time frame between when students take a break and in the afternoon after school. The team will send members to take turns surveying students. Each interval will take at least twenty samples. Questions in the survey may revolve around internet usage time, monthly spending, online shopping platforms, prices to pay for items, and frequently purchased items. To collect information showing the level of standards, measures, and factors affecting the online shopping behavior of students today. The survey is aimed at students, and our minimum requirement is to collect a survey sample of 200 students, of which there will be 150 standard samples to study. 3.2 Research Methodology Choosing a research method is a particularly important process, as this action can influence the data collection process of a research project. Therefore, our team has applied a lot of different methods to collect a variety of data, but there are mainly two main methods that we aim to use in the completion process of this research paper. The first is exploratory research. In this method, the authors sought to find out the factors affecting students' online shopping behavior by surveying students at HUFLIT with a prepared questionnaire. From there, the
study will provide more specific information about the factors affecting the online shopping behavior of students in Ho Chi Minh City. The second method is the descriptive method. This method will be used to deeply understand the behavioral aspects affecting the online shopping behavior of students today, thereby identifying problems in behavior, preferences, interests, customer needs, or attitudes when choosing online shopping and providing methods to bring this form of shopping through the Internet. After getting the samples from the data, the analysis results will be presented in the form of chart models such as column charts and pie charts to show more clearly the behavior, such as usage time, internet usage, level of monthly spending, and what price students are willing to pay for the item without much hesitation, criteria for the product, the types of products that are often selected to buy, and the bar chart showing the level of customer satisfaction. On the chart, showing the level of customer satisfaction, there will be a chart to arrange the factors affecting the online shopping behavior of students. From there, it will promote the development of online shopping, help online businesses somewhat understand the wishes of customers, and improve day by day with a more online business form. 3.3 Research Process Conduct a survey on the factors that affect students' online shopping by asking questions about the research objective: factors affecting online shopping behavior. Clarifying the research question about factors influencing the online shopping experience. Identify questions related to behavior and evaluation after the experience of using this form of shopping, then screen, organize, and ask reasonable questions. The survey of Ho Chi Minh City University of Foreign Languages and Information Technology students for data collection and sampling. After the sample is taken, the data will be analyzed and interpreted to identify the factors affecting online shopping and student satisfaction when using this online shopping form. The descriptive and exploitative design will involve the use of tables, pie charts, and percentages to generate data and ultimately rely on graphs to evaluate as well as provide solutions and conclusions for the research paper. Research and a report will be given to
improvement when doing business online, helping businesses understand the wishes of their customers. CHAPTER 4: DATA ANALYSIS 4.1 Data Analysis There are two research methods in scientific research: qualitative research and quantitative research. Both methods are used for the purposes of studying behavior, making judgments, and surveying the market. The qualitative method: With this approach, the information gathered will be "non-numeric" in order to provide comprehensive details on the study item for in-depth analysis. Such kinds of data will be gathered through in-person interviews, focus groups, and open-ended questions, and this is the structure that the research team will utilize for brief surveys and studies. The quantitative method: This is a method to accumulate data in the form of arithmetic and numbers. This technique aids the research team in gathering data regarding the fundamental characteristics of study participants for statistical and analytical objectives. Information and data are often used through questionnaire surveys and are often used in research. The survey is now conducted using the questionnaire approach, which is regarded as a way to gather quantitative data on a broad scale, thereby synthesizing all the prepared questions to exploit and collect data from research subjects. This is a tool that ensures four principles in scientific research. The questions are used in an open format for students to self-answer and evaluate. Through surveys in the form of questionnaires, businesses can better understand their customers, their needs, and their desires. To study the factors affecting the online shopping of students in Ho Chi Minh City, the authors will conduct data research according to the following method: The first thing to do before conducting research is to collect primary and secondary data. For secondary data, the authors will collect data on the Internet and conduct research on highly reliable documents. For primary data, the authors will use technology and let the research students enter into Google Forms to answer questions about what factors affect behavior and
assess their satisfaction when using this form for the purpose of collecting research data. As an estimate, assuming 200 samples are collected, there will be 150 samples that can be used as statistical data. After having full information, the data will be put into Microsoft Excel for easy statistical analysis. The author's team will set up appropriate questions to create charts and tabulate the required statistics for the study for the convenience of statistics and research. Analyses will start after a suitable graph has been chosen. Each member will consider and propose factors to answer the research goal, thereby improving the weak points and developing good factors for the online form to become more popular. Finally, conclusions will be drawn based on subjective and objective thoughts obtained during data collection. The results, after being researched and analyzed, will be compared with similar research reports previously made to determine the degree of consistency and difference, thereby drawing conclusions and solutions that give specific strategies for businesses to grow stronger on this online platform. This information will help the research goal become clear and specific. However, this is still analyzed based on personal research, and this report is for reference only. 4.1.1 Gender charts. Figure 1: Gender chart
Figure 3: Time students use the Internet In the graph of Internet usage time, the results show that up to 44.1% of students answering this question often spend 1-3 hours a day using the Internet, and up to 35.3% of students use the Internet. with a density of more than 5 hours per day, the remaining 20.4% of students use the internet for 3 - 5 hours. This result shows that students are one of the potential subjects for developing the e-commerce market. Through the above chart, students' internet use time is quite long, so advertising or buying and selling online will be very accessible to young people and students. 4.1.4 Monthly spending
Figure 4: Shows the monthly spending of students With the current standard of living in Ho Chi Minh City - a bustling, crowded, and the high standard of living, the level of student spending is also remarkable. Through the chart, we can see that there will be two highest levels of student monthly spending, ranging from 1- 2 million and less than 1 million. Therefore, the price of the product will greatly affect the decision of students to buy online. However, the level of student satisfaction when buying products online at e-commerce platforms is still quite high, with 76.1% of students rating online shopping as moderate to high (levels 3-5 on a 5-point scale). This shows that online shopping has created convenience by meeting students' needs for quality and price. However, in order to improve and develop and to meet the needs of many customers, not only students but also other customers, the distribution and security factors also deserve attention and improvement. 4.1.4 Price
