Exploring factors that influence consumers’ online shopping behavior via e-commerce platforms in Vietnam: The case of Shopee

The main objective of this thesis is to explore the factors that impact consumers’ online shopping behaviour in Vietnam. In addition, the thesis also analyses various ways how e-commerce sites attract and reach their customers. Therefore, the methodology will be qualitative research which includes data from in-depth interviews with Vietnamese consumers who have online shopping experiences via e-commerce sites. And Shopee has been selected as a case study, which is one of the most popular online shopping sites in Vietnam. Overall, results show that there are four main elements involving the website, product, price and promotion, shipping service, truth and privacy. By understanding those factors, Shopee has successfully gained more customers than the competition. Finally, recommendations for e-commerce businesses to support their shopping sites and how they can improve customers’ online shopping experience are provided.