i UNIVERSITY OF ECONOMICS AND LAW FACULTY OF BUSINESS ADMINISTRATION ___ Tạ Vũ Hoàng THE FACTORS INFLUENCING CONSUMERS TO PURCHASE ELECTRONIC ACCESSORIES ON THE SHOPEE E-COMMERCE PLATFORM. Major: Business Administration Major code: 7340101 GRADUATION THESIS Supervisor: PhD, Le Thi Hai Yen Ho Chi Minh City, 03/2024 iii UNIVERSITY OF ECONOMICS AND LAW FACULTY OF BUSINESS ADMINISTRATION ___ GRADUATION THESIS THE FACTORS INFLUENCING CONSUMERS TO PURCHASE ELECTRONIC ACCESSORIES ON THE SHOPEE E-COMMERCE PLATFORM. Major: Business Administration Major code: 7340101 Student name: Ta Vu Hoang Student code: K204070362 Supervisor: PhD, Le Thi Hai Yen Ho Chi Minh City, 03/2024 i DECLARATION I affirm that the dissertation titled "THE FACTORS INFLUENCING CONSUMERS TO PURCHASE ELECTRONIC ACCESSORIES ON THE SHOPEE E-COMMERCE PLATFORM" is the result of my original research and has not been previously included in any scientific publications. The data presented in this document are accurate and intended for publication.
Author Ta Vu Hoang ii ACKNOWLEDGEMENT First and foremost, I would like to express my profound gratitude to the Department of Business Administration at the University of Economics and Law for providing me with the necessary support to smoothly complete my thesis. I extend my sincere thanks to Dr. Lê Thị Hải Yến for her guidance and companionship throughout this journey. Her enthusiasm and dedication have significantly contributed to the completion of my thesis.
I hope she continues to inspire future students, remaining an outstanding educator in her teaching career. I am also immensely grateful to the members of the Graduation Thesis Committee for their invaluable support. In conclusion, I wish for ongoing success and further achievements for all faculty members at the University of Economics and Law. Sincerest gratitude to everyone! Signature Ta Vu Hoang iii ABSTRACT This study examines the factors that affect consumer intention when purchasing tech accessories on the Shopee E-commerce platform, by employing a quantitative research method, surveying 250 participants who are living in Ho Chi Minh city to investigate the factors influencing consumers' decisions to purchase electronic accessories on the Shopee e-commerce platform.
Utilizing SPSS software, various statistical tests such as Cronbach's Alpha, Exploratory Factor Analysis (EFA), correlation, regression analysis, and ANOVA were conducted. The research identifies five critical variables: reputation, attitude, perceived benefits, subjective norms, and perceived risk, and their impact on consumer purchasing behavior. These findings contribute valuable insights into how consumers interact with online platforms and the key determinants of their purchasing decisions. The writer has also provided recommendations for the sellers cooperating in the Shopee e-commerce platform, and so does the Shopee company, to create a better experience for consumers when purchasing online.
iv Table of Contents DECLARATION. iii CHAPTER 1: RESEARCH OVERVIEW. Reason of choosing this topic .3 Objective of the study .4 Question of the study. 5 CHAPTER 2: THEORETICAL REVIEW AND PROPOSED MODEL .1 Online shopping behavior.
Theory of Planned Behavior (TPB) .2 Some theoretical research models .1 Theoretical research model on Influencing Online Shopping Intention .2 Factors influencing purchase intention towards consumer-to-consumer e- commerce.3 Review of related studies .1 Factors Influencing Vietnamese Consumers’ Online Shopping Intention: An Extension of the Theory of Planned Behavior .2 Factors influencing online shopping intentions: The mediating role of perceived enjoyment. Proposed research model and research hypotheses .1 Proposed research model .2 Define variables and research hypotheses. 14 CHAPTER 3: RESEARCH METHODS .1 First stage: Proposed Question and Testing .2 Second stage: Quantitative approach (Official Research) .4 Building a preliminary scale. 21 CHAPTER 4: RESEARCH RESULT & DISCUSSION .1 Statistic of research sample.1 Result of data collection.
Description of the formal study sample. Descriptive statistics of the factors in the research model .2 Verify the reliability coefficient of the scale (Cronbach's Alpha index) .1 Cronbach Alpha test for the variable Reputation .2 Cronbach Alpha test for the variable Attitude .3 Cronbach Alpha test for the variable Perceived Risk .4 Cronbach Alpha test for the variable Benefit .5 Cronbach Alpha test for the variable Subjective Norm .6 Cronbach Alpha test for the variable Consumer Intention .3 EFA Exploratory Factor Analysis. 44 CHAPTER 5: CONCLUSION & IMPLICATION .1 Conclusion of the study .3 Limitation of the study. 60 vii LIST OF TABLES Table 3.2: Description of the Likert scale ____________________________________ 20 Table 3.3: preliminary scale _______________________________________________ 24 Table 4.1: Statistical table of the number of survey participants by sex _____________ 26 Table 4.2: Statistical table of the number of survey participants by age group ________ 26 Table 4.3: Statistical table of the number of survey participants by Job employed ____ 27 Table 4.4: Statistical table of the number of survey participants by Income __________ 27 Table 4.
Statistical table of questions in the total correlation of the factor scale "Reputation" ___________________________________________________________ 28 Table 4. Statistical table of questions in the total correlation of the factor scale "Attitude" _____________________________________________________________ 29 Table 4. Statistical table of questions in the total correlation of the factor scale "Perceived Risk" _______________________________________________________ 29 Table 4. Statistical table of questions in the total correlation of the factor scale "Benefit" _____________________________________________________________________ 30 Table 4.
Statistical table of questions in the total correlation of the factor scale "Subjective Norm" ______________________________________________________ 31 Table 4. Statistical table of questions in the total correlation of the factor scale "Consumer Intention" ____________________________________________________ 32 Table 4. Summary of Cronbach alpha results of "Reputation” __________________ 33 Table 4. Summary of Cronbach alpha results of "Attitude” ____________________ 33 Table 4.
Summary of Cronbach alpha results of "Perceived Risk” ______________ 34 Table 4. Summary of Cronbach alpha results of "Benefit” ____________________ 35 Table 4. Summary of Cronbach alpha results of "Subjective Norm” _____________ 35 Table 4. Summary of Cronbach alpha results of "Consumer Intention” __________ 36 Table 4.17: “Reputation” factor ____________________________________________ 38 Table 4.18: “Attitude” factor ______________________________________________ 38 Table 4.19: “Perceived Risk” factor_________________________________________ 39 viii Table 4.20: “Benefit” factor _______________________________________________ 39 Table 4.21: “Subjective Norm” factor _______________________________________ 40 Table 4.22: “Consumer Intention” factor _____________________________________ 40 Table 4.23: “Coefficient” table ____________________________________________ 43 ix LIST OF FIGURES Figure 2.1: Model Influencing Online Shopping Intention (Source: (HA, Ngoc Thang, et al, 2021) ______________________________________________________________ 10 Figure 2.2: Factors influencing purchase intention towards consumer-to-consumer e- commerce model (Source: M.
Dachyar and Liska Banjarnahor) __________________ 11 Figure 2.3: Proposed Research Model _______________________________________ 13 Figure 3.1: Research Process ______________________________________________ 17 Figure 4.1: KMO And Bartlett's Test ________________________________________ 52 Figure 4.2: Rotated Component Matrix ______________________________________ 52 Figure 4.3: Total Variance Explained _______________________________________ 53 Figure 4.5: Model Summary ______________________________________________ 54 Figure 4.6: ANOVA _____________________________________________________ 54 1 CHAPTER 1: RESEARCH OVERVIEW 1. Reason of choosing this topic Thanks to the rapid advancements in information technology and telecommunications, along with the emergence of online platforms like Lazada, Shopee, and Tiki, the shopping experience for consumers has become incredibly convenient and effortless. With just a few taps on their smartphones or tablets, users can effortlessly browse through a plethora of electronic accessories and make their selections. The clarity and accessibility of product details further enhance this experience, as users can easily access pricing information, specifications, and seller details, empowering them to make well- informed decisions.
Additionally, the abundance of promotions offered by both major e-commerce platforms and smaller online sellers adds an element of excitement to the shopping experience. Furthermore, the integration of livestreaming with e-commerce, a trend adopted by various e-commerce platforms, is considered one of the promising future trends. Livestreaming combined with selling products within e-commerce applications is seen as a novel way to engage with consumers and provide them with an interactive shopping experience. Since the pandemic, Vietnam's e-commerce market has seen significant growth, making it one of the most promising markets in the ASEAN region.
According to a VECOM report, from 2016 to 2019, the e-commerce sector grew by an average of 30%, with the retail e-commerce size expanding from $4 billion in 2015 to about $11. In 2020, Vietnam's e-commerce grew by 16% to over $14 billion. Online retail goods sales surged by 46%, technology-driven transportation and food services by 34%, and online marketing, entertainment, and gaming by 18%, whereas online tourism declined by 28%. The forecast for 2020-2025 predicts an average growth rate of 29%, reaching a $52 billion market size by 2025.
E-commerce has become integral to Vietnamese shoppers, with 81% viewing it as a daily necessity and 59% shopping online at least once a week. Since COVID-19, 85% reported spending more online, with 66% seeking the best deals and 34% 2 indifferent to discounts on their most recent online purchases. Notably, 52% of Vietnamese consumers prefer local brands, highlighting a clear preference post-pandemic. E-commerce has significantly transformed the shopping habits of consumers in Vietnam.
Mai (2020) reports that online shopping has become a critical daily activity for 81% of Vietnamese individuals, with 59% engaging in it at least weekly. The COVID-19 pandemic has further accelerated this trend, with 85% of people increasing their online expenditures. Additionally, 66% actively look for the best online deals to minimize living expenses, whereas 34% make purchases online without seeking discounts. Notably, the preference for local brands has strengthened among Vietnamese shoppers, with 52% showing a predilection for domestic products, a shift more evident since the pandemic outbreak.2 About Shopee Shopee, a prominent e-commerce platform in Southeast Asia and Taiwan, headquartered in Singapore, was established in 2015 by Sea Limited, a multinational technology company recognized for its gaming and financial services divisions.
In 2016, Shopee expanded into the Vietnamese market, a significant move considering Vietnam's burgeoning e-commerce sector. Despite its success in Vietnam, particularly in selling and managing various products, the tech-accessories segment faces challenges in gaining consumer trust. Many customers express concerns about the after- sale services provided when purchasing tech accessories through e-commerce platforms like Shopee. This issue has the potential to adversely affect the overall customer experience, leading to reduced satisfaction and loyalty, consequently impacting sales and revenue for businesses.
While opening a store on Shopee is not difficult, this ease of entry can lead to issues related to product quality, warranty policies, and returns, especially for electronic accessories. The lack of enforced standards by e-commerce platforms makes it challenging 3 to control the quality of these products, leading to the presence of counterfeit or substandard goods. This situation creates concern among consumers shopping for electronic accessories on Shopee, as they navigate the potential risks associated with their purchases. Acknowledging the significance of consumer concerns, especially in safeguarding their shopping rights, the thesis titled "Factors Influencing Consumers' Purchases of Electronic Accessories on the Shopee E-commerce Platform" is presented.
This work aims to analyze factors affecting consumers' decisions to buy electronic accessories on Shopee, addressing their anxieties through policies and strategies designed to promote online shopping behavior.3 Objective of the study 1.1 General objective The research aims to find out factors that influence consumers' decisions to purchase electronic accessories and find out issues that affect consumers' shopping psychology. Then, offer a practical approach to ease the concern among the consumers when shopping online.2 Specific Objective - Identify the key factors that impact consumer decisions when purchasing tech accessories at Shopee - Evaluate the impact of reviews on consumer purchasing decisions. - Identify the areas where Shopee can improve customer experience when purchasing tech accessories - Provide actionable recommendations for ensuring the shopping experience as much as possible 4 1.4 Question of the study 1.1 General question What are the key factors influencing consumer decisions when purchasing electronic accessories, and how do these factors impact consumer shopping psychology? 1.2 Specific Question - What are the key factors that impact consumer decision when purchasing at Shopee? - How do the reviews on tech accessories products impact consumer decisions - In which areas can Shopee improve its customer experience when they purchasing tech accessories - What actionable recommendations can be made to enhance shopping experience as much as possible 1.1 Research Design Aiming to explore the factors influencing consumer purchasing decisions on e- commerce platforms and identifying the reasons behind customer anxiety when buying electronic accessories on Shopee, this study leverages content and models from previous research.