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Online shopping is growing in popularity globally, generating concerns and attention, particularly among Vietnamese people. The purpose of this research is to investigate the habits of online shopping among students of both genders at ISBA of Banking Academy in terms of shopping frequency, most popular products, and most popular electric commerce platforms. 200 students were randomly chosen to participate in a survey that took the form of a questionnaire. Participants were given paper questi
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Banking Academy of Vietnam International School of Business
Abstract Online shopping is growing in popularity globally, generating concerns and attention, particularly among Vietnamese people. The purpose of this research is to investigate the habits of online shopping among students of both genders at ISBA of Banking Academy in terms of shopping frequency, most popular products, and most popular electric commerce platforms. 200 students were randomly chosen to participate in a survey that took the form of a questionnaire. Participants were given paper questionnaires including 13 questions, and then divided into two groups: male and female students. The findings show that although making online purchases is familiar in both groups, purchasing frequency is quite low. Also, the results show that clothing and footwear are the most popular items purchased by students online. Besides, Shopee is the most used e-commerce platform by students because of promotions, fame and prestige. Furthermore, the report makes recommendations to increase the frequency of purchases such as minimizing related risks, improving delivery times, and offering promotions for students. As for the significance of the report, these results not only increase the understanding of university student’s online shopping habits but also provide useful knowledge for online shopping participants.
1. Introduction Electronic commerce or e-commerce is defined as the purchase and sale of products and services over the internet (Investopedia, 2021). In the era of rapidly developing technology, e-commerce is increasingly playing an important role in daily life. With the emergence of e- commerce, companies have a low-cost and effective market for product distribution, as well as small businesses will have opportunity to compete and develop. Therefore, online commerce has grown tremendously in popularity, in which online shopping is one of the fastest-growing segments. In recent years, because of the Covid-19 epidemic’s effects, people are limiting going out and interacting with each other, which has promoted the rapid explosion of online shopping because of its convenience and timesaving. According to ACI worldwide, e- commerce purchase volume climbed by “31%” in June 2020 compared to the same month in 2019 (ACI Worldwide, 2020). A survey involving “8600 people” from 22 territories who were asked how often they had bought products through various channels in the previous 12 months and the result show that more than “50%” people in a June 2021 investigation said they used digital devices more frequently than they did six months before, and the research also found that the usage of smartphones for shopping had more than doubled since 2018. (Simon, 2021) The growth of online shopping has attracted the attention and interest of Vietnamese in particular. The influence of Covid 19 along with the high demand for goods and services, the outstanding technological advancements, as well as modern security systems nowadays has boosted the number of users to make purchases online. In the large number of online purchases from different age groups, university students make up the majority. Customers who are university students not only have a high demand for products and services, but also have early access to equipment techniques and have background knowledge in technology. They are sensitive to approaches to new things and have a source of income to purchase goods on their own. However, there was little understanding in this age group about the difference in online purchasing behavior between males and females. The goal of this research was to investigate the habits of online shopping among students of both genders at ISBA of Banking Academy, where I am presently studying. Therefore, this research is conducted to answer the three following questions: "How often ISBA students of both genders shop online?”; "What type of product do they often buy online?"; "Which e-commerce platform do they often use?". As a result, the findings of this report would
be helpful for the readers to know more about online shopping behavior among university students. 2. Literature According to Li and Huang (2009), online shopping is defined as clients' shopping habits whether they purchase in online businesses or on websites that handle online transactions. Besides, it is considered to be buying things or services through the Internet as an activity or action. (Market Business News, 2019). It means searching the internet, landing on a seller's website, making a purchase, and coordinating delivery. The buyer can pay for the item or service using a credit or debit card online or at the time of delivery. Ironically, there is a lot of research conducted to investigate the topic of online shopping, but each of them reflects one aspect of this issue instead of giving the overall picture. In detail, according to Jogee and Callaghan (2016), this study drew on the literature to develop a model of seven basic categories of mall shopping preferences and empirically investigated the correlations between these categories of mall shopping preferences and levels of mall shopping spending in a student population of over 600 respondents. To test theory that predicts correlations in this setting, non-parametric structural equation modeling, exploratory factor analysis, and multiple linear regression analysis were utilized. The findings of this study gave mall owners information into what mall shopping habits were connected with greater levels of spending among this subset of mall customers, which is currently lacking. The findings imply that product preferences were strongly linked to greater levels of daily and month-end spending. However, the weakness of this study is that it only focuses on customers’ behavior in mall shopping, instead of investigating the online shopping behavior. Besides, Guo Jun and Jaafar (2011) showed that the business revolution is exemplified by online shopping. E-commerce is currently undergoing a period of rapid growth in China, thanks to the large number of Internet users who provide a solid foundation for the growth of the online shopping market. The following factors were considered in this study: perceived usability, perceived security, perceived privacy, perceived after-sales support, perceived marketing mix, and perceived reputation. The survey approach was used in this study, which was done with the help of a primary data source. The perceived usability, perceived security, perceived privacy, perceived after-sales service, perceived marketing mix, perceived reputation, and customers' attitudes toward embracing online shopping in China were all shown to be related in this study. Only the marketing mix and reputation, however, were found to have
The data used in this report is acquired from a survey carried out within ISBA of Banking Academy. At the beginning, a questionnaire which consisted of 13 questions was designed with based on my three research questions. Then, 200 freshmen from the ISBA of Banking Academy were randomly chosen and requested to complete all the questions by filling in and circling the alternatives which were appropriate for them. In fact, the survey approach might support the researcher in gathering data from big groups of individuals. According to McIntyre, large samples of the population can be surveyed to acquire information. They're also great for acquiring demographic information on the sample's composition. Besides, surveys can also provide information on attitudes that are difficult to quantify using observational methods (McIntyre, 1999, p. 74,75). After the data is collected, it would be analyzed and then presented in the form of a chart, the data would be used to answer the research questions. 4. Findings The participants of this research project were categorized into two groups: 90 first-year female students and 90 male freshmen coming from ISBA of Banking Academy. As expected, the acquired results fully reflect the differences between online shopping behaviors of both mentioned groups. Figure 1: ISBA students’ having purchased online According to figure 1, there were 89% chosen participants having made online purchased. Yes 89% No 11%
Figure 2: The shopping online frequency of ISBA students Regarding frequency of shopping online, both groups mainly went shopping online from 1 to 5 times a month, at 51% of male compared to 73% of female. Figure 3: ISBA students’ most popular kinds of product In terms of products that ISBA students often bought, the most popular product that both groups often shop online was clothes & footwear, with 67.5% and 90% for male and female respectively. 33% 51% 15% 1% Male 7% 73% 14% 6% Female Rarely 1-5 times 5-15 times
15 times
40 17.5 18. 50
13.8 16. 90
2.5 3. 35 0 10 20 30 40 50 60 70 80 90 100 Clothes & Footwear Books Cosmetic Jewels Food and Drinks Technology products Means of transport Toys Stationery served for studying Male Female
5. Discussion of findings The results presented above are by no means capable of covering all the aspects of ISBA freshmen’s habits of online shopping in both genders due to the fact that they came from institute of the university and in quite a limited scope. On the other hand, ISBA of Banking Academy – is currently hosting a huge number of students coming from different cities or provinces with various family backgrounds, I strongly ensure that a certain level of generalization can be implied from the figures obtained from the survey. 5 .1. The shopping online frequency From the results as shown in Figure 1, page ... , it is concluded proportion of online buyers and non-buyers in ISBA in both genders, in which the majority of chosen participants have been purchased online at least one time. This result is not beyond my expectation because of the development of technology, almost university student currently has technology devices to access the internet. Thus, e-commerce could be simpler to be approached and students tend to go online shopping instead of offline shopping. In detail, the huge of information about e- commerce or online shopping were exposed by students through the advertisements and social media. From there, they may find online shopping is effective and easy to use by its strengths and can become an alternative way of shopping. For example, Junaidi and Miralam (2020) stated that 26% of students who participated in their survey responded that they had purchasing online because of ease of use. However, in page , it is unpredicted that Figure 2 shown that the highest proportion of online shopping frequency in both genders was 1-4 times a month, not the 5-15 times a month one. This might be due to skepticism about the risks which they have to face when shopping online, such as sales scams, false advertisement, poor quality products, fake identities, damaged merchandise in delivery process, privacy, or payment, that they were concerned when purchasing online. Therefore, despite of many advantages of online shopping, there were some concerns and potential risks when purchasing online. 5 .2. The most popular kinds of product According to the findings of Figure 3 , page..., it is noticeable that the proportion of clothes and footwear was the highest in both genders. This result is not beyond my expectation, seeing that buying clothes and shoes online was extremely convenient because of the variety of types and prices. In detail, compared to traditional shopping, customers must go to each
store to find the suitable items for them, which takes a lot of time and effort. Obviously, the e- commerce platform had a variety of fashion products, so it could meet the needs of customers in terms of style, color, and size. Besides, fashion products on e-commerce platforms came from many different sources, so it had an abundance of product prices and quality. Therefore, low-cost fashion products along with promotions on e-commerce platforms had boosted the tendency of college students, who had low-income but had a huge demand for fashion product, to shop online for clothes. In addition, fashion stores and distributors, whose target customers are students, had also actively promoted their products through Facebook, TikTok, or Instagram. These are the social networks that students access daily. In addition, the appearance of reviewers and KOLs, they experience and evaluate the product to have comments and make the product more accessible to customers, especially university students. Moreover, in Figure 3, female students accounted for an overwhelming percentage for cosmetic products, compared to male. However, the number of male students dominated for technology products. This is simply because this is due to the differences in product demand in each gender and this result is consistent with consumers’ behavior and psychology in term of genders. In short, the convenience and ease of access promoted the online shopping trend of students not only for fashion products but also for many other products. 5 .3. The most popular e-commerce platforms In the response to the research question "Which e-commerce platform do they often use?", it is noticeable that the proportion of students who used Shopee was the highest. Moreover, as can be seen from Figure 5, fame and prestige was chosen by almost students to be the most important factor when choosing e-commerce platforms, follow with promotions. In fact, Shopee is the e-commerce platform having the most users in Vietnam and it has received comments and reviews from many users, so students choose Shopee because of prestige and reliability. Moreover, Shopee's reputation has been boosted by collaborations with young influencers such as Son Tung MTP, Cristiano Ronaldo, or BLACKPINK. This communication strategy has attracted students to join this e-commerce platform. In additions, there was a large disparity between male and female in the promotions factor which the percentage of women was significantly higher. This might be because female students are more interested in cosmetic and jewelry products at cheaper prices, so they tend
References Bloomenthal, A., 2021. Electronic Commerce (e-commerce). [online] Investopedia. Available at: https://www.investopedia.com/terms/e/ecommerce.asp [Accessed 30 May 2022]. Delafrooz, N., Paim, L. and Khatibi, A., 2010. Students’ Online Shopping Behavior: An Empirical Study. Journal of American Science, 2010;6(1) , p.137. Jogee, R. and Callaghan, C., 2016. Student Mall Shopping Preferences and Mall Spending in the Johannesburg Context. Full Paper Proceeding BESSH- 2016 , 226(27), p.1. Jun, G. and Jaafar, N., 2011. A Study on Consumers’ Attitude towards Online Shopping in China. International Journal of Business and Social Science , 2, p.122. Le Duc, T., 2016. PHUONG PHAP NGHIEN CUU DINH LUONG TRONG NGHIEN CUU KHOA HOC CHUYEN NGANH QUAN TRI KINH DOANH. p.3. Li, Y. and Huang, J., 2009. Applying Theory of Perceived Risk and Technology Acceptance Model in the Online Shopping Channel. World Academy of Science, Engineering and Technology 29 2009. Market Business News. 2009. Online shopping - definition and meaning. [online] Available at: <https://marketbusinessnews.com/financial-glossary/online-shopping-definition- meaning/> [Accessed 30 May 2022]. McIntyre, L., 1999. The practical skeptic. Mountain View, Calif. : Mayfield Pub. Co., pp.74,75. Torkington, S., 2021. The pandemic has changed global consumer behaviour forever - and online shopping looks set to stay. [online] World Economic Forum. Available at: <https://www.weforum.org/agenda/2021/07/global-consumer-behaviour-trends-online- shopping/> [Accessed 30 May 2022]. Williams, T., 2021. Why Is Quantitative Research Important?. [online] GCU. Available at: <https://www.gcu.edu/blog/doctoral-journey/why-quantitative-research- important#:~:text=The%20purpose%20of%20quantitative%20research,or%20events% 0that%20affect%20people.&text=Quantitative%20research%20produces%20objective% 20data,communicated%20through%20statistics%20and%20numbers> [Accessed 30 May 2022].
WIRE, B., 2020. ACI Worldwide Research Reveals Increase in June eCommerce Sales – Largest Since the Start of COVID-19 Pandemic Restrictions. [online] Businesswire.com. Available at: https://www.businesswire.com/news/home/20200713005612/en/ [Accessed 30 May 2022]. Junaidi, M.H., & Mira lam, M.S. (2020). Online Buying Behavior among University Students: A Cross Cultural Empirical Analysis. Journal of Information Technology Management, 12(2), 26-39.
Lí do khác, xin hãy nêu ra
5. Why do you want to go shopping online? (You can choose more than 1 answer) Tại sao bạn lại muốn mua hàng online? (Bạn có thể chọn nhiều hơn 1 đáp án)
Dễ dàng tìm thấy hàng hoá cần
Có nhiều khuyến mại và giảm giá
Không cần phải tự mang hàng hoá về nhà
Bạn có thể tìm và mua nhiều thứ một lúc
Tiết kiệm thời gian
Không cần phải ra ngoài
Lí do khác, xin hãy nêu ra
6. How often do you shop online? Bạn có hay mua hàng online không? A. Rarely Ít khi B. 1 - 5 times a month 1 - 5 lần mỗi tháng C. 5 - 15 times a month 5 - 15 lần mỗi tháng D. More than 15 times a month Hơn 15 lần mỗi tháng 7. What types of product do you frequently purchase online? (You can choose more than 1 answer) Mặt hàng bạn thường hay mua online là gì? (Bạn có thế chọn nhiều hơn 1 câu trả lời)
Quần áo và giày dép
Sách hoặc truyện
Mỹ phẩm
Trang sức
Đồ ăn và thức uống
Sản phẩm công nghệ
Xe máy, xe đạp hoặc những phương tiện khác
Đồ chơi
Đồ dùng học tập
Mặt hàng khác, xin hãy nêu ra
8. How much do you usually spend on online products each month? Bạn thường chi bao nhiêu tiền cho việc mua sắm online mỗi tháng? A. Less than 500,000 VND Ít hơn 500,000 VND B. From 500,000 VND to 1 ,500,000 VND 500,000VND đến 3 triệu C. From 1,500,000 VND to 3,000,000 VND Từ 1 triệu5 đến 3 triệu D. From 3,000,000 VND to 5 ,000,000 VND 3 triệu đến 6 triệu E. More than 5 ,000,000 VND Hơn 6 triệu 9. What types of payment do you usually use? Bạn thường sử dụng hình thức thanh toán nào A. Cash Tiền mặt B. Credit card Thẻ tín dụng C. Internet Banking Internet Banking D. E-Wallet (MoMo, VNpay,…) Ví điện tử 10. Rank from 1 to 5 in terms of the importance of the following factors when shopping online with 1 being the most important and 5 being the least important. Xếp hạng từ 1 đến 5 về mức độ quan trọng của các yếu tố dưới đây khi mua hàng online với 1 là quan trọng nhất và 5 là ít quan trọng nhất. Price (Giá) Brand (Thương hiệu) Vouchers (Khuyến mại) Comment (Nhận xét) Customer care (Chăm sóc khách hàng)
