Tiêu đề [Official] Thesis by Dang Nguyen Huong Duong _ Confidential _ This version is to share with social networkers only.pdf ✅

Capstone by Duong Dang | Confidential Cap s t o n e p roj e c t by D a n g Ng uy e n Hu o n g D u o n g - Th is p ap e r m u s t n o t b e s h a re d o r do w n l o a de d du e t o c o nfi de n t i a l i ty. FULBRIGHT UNIVERSITY VIETNAM CAPSTONE PROJECT Major: Economics E - C o m m e r c e ’ s Ye a r - e n d P r o m o t i o n a l C a m p a i g n s i n Vi e t n a m : H o w C o n s u m e r Aw a r e n e s s , A d v a n t a g e s , a n d D i s a d v a n t a g e s o f O n l i n e S h o p p i n g P l a t fo r m s A ffe c t P l a n n e d B u y i n g I n t e n t i o n S t u d e n t : D a n g N g u y e n H u o n g D u o n g ( S tu d e n t I D: 1 9 0 0 1 5 ) S u p e r v i s o r : P r o f. N g u y e n T h i H o a n g L a n HO CHI MINH CITY, MAY 2023 1
Capstone by Duong Dang | Confidential Cap s t o n e p roj e c t by D a n g Ng uy e n Hu o n g D u o n g - Th is p ap e r m u s t n o t b e s h a re d o r do w n l o a de d du e t o c o nfi de n t i a l i ty. Abstract The rise of E-commerce is substantially contributing to Vietnam's thriving economy, transforming the way Vietnamese consumers shop. Starting from Singles’ Day 11.1 1 in China, E-commerce’ s year-end mega campaigns have become the most vibrant shopping seasons in Southeast Asia. Such campaigns play an essential role in the growth of this industry, but few studies pay attention to this topic, especially in Vietnam. Literature review has shown that customer awareness, conveniences, and constraints of shopping platforms may influence purchase intention in E-commerce’ s year-end sales campaigns. Collecting data from 300 respondents living in Vietnam, this paper confirms that consumer awareness and convenient benefits of E-commerce sites have a positive association with planned purchase intention in this season. Among different media channels, word-of-mouth tactics and onsite advertising can result in the highest boost in purchase intention, although people are most commonly aware of such campaigns thanks to advertisements on social media. Compared to other benefits, obtaining better prices through promotions is the most commonly high rated and has the most significant positive impact on purchase intention. Though constraints of using E-commerce sites do not show any significant impact on planned buying intention in general, they negatively affect whether people definitely want to use E-commerce for shopping during the year-end seasons or not. Based on these insights, this study delivers recommendations for E-commerce businesses in Vietnam to increase planned buying intention in their year-end sales campaigns. 2
Capstone by Duong Dang | Confidential Cap s t o n e p roj e c t by D a n g Ng uy e n Hu o n g D u o n g - Th is p ap e r m u s t n o t b e s h a re d o r do w n l o a de d du e t o c o nfi de n t i a l i ty. Acknowledgement I would like to express my deepest gratitude to people who tremendously supported this project, especially Prof. Nguyen Thi Hoang Lan - my primary project supervisor , 20 volunteers who participated in the pre-tested survey, and 20 dedicated, amazing social networkers who helped me e-distribute the survey to respondents across the country. I also want to thank my beloved Co-23, Co-24, Co-25 friends and Fulbright Theater members, who are always by my side and wholeheartedly cheer me up through the ups and downs when running this project. Without all of your support, I could not complete this challenging yet exciting journey. 3
Capstone by Duong Dang | Confidential Cap s t o n e p roj e c t by D a n g Ng uy e n Hu o n g D u o n g - Th is p ap e r m u s t n o t b e s h a re d o r do w n l o a de d du e t o c o nfi de n t i a l i ty. Table of Content Abstract 2 Acknowledgement 3 Table of Content 4 1. Introduction 6 2. Literatur e Review 9 2.1 Customer awareness about year-end sales campaigns 1 1 2.2 Convenience and constraints when using E-commerce in year-end sales campaigns 12 2.3 Customers’ planned purchase intention when shopping online 13 2.4 Contribution to academic research about the E-commerce in Vietnam 14 3. Methodology 16 3.1 Survey design 16 3.2 Data and sample 17 3.2.1 Data collection 17 3.2.2 Variable description 19 3.3 Analysis strategies 20 4. Result 22 4.1 Respondents’ profiles 22 4.2 Reliability analysis 24 4.3 Regression analysis 25 4.3.1 Relationship between Awareness, Convenience, Constraint, and Purchase Intention 25 4.3.2 Relationship between each item of Awareness, Convenience, and Purchase Intention 30 4.3.3 Relationship between Constraint and the three most conceptually important items in Purchase Intention 34 5. Implications for E-commerce sites 37 5.1 How E-commerce sites can positively influence customer ’ s purchase intention by raising their awareness and improving benefits offered to them during the 4