BỘ GIÁO DỤC VÀ ĐÀO TẠO

TRƯỜNG ĐẠI HỌC KINH TẾ TP. HỒ CHÍ MINH

CÔNG TRÌNH DỰ THI

GIẢI THƯỞNG
ĐỀ TÀI MÔN HỌC XUẤT SẮC UEH500 NĂM 2022

TÊN CÔNG TRÌNH:  

THE ACTUAL USAGE AND EVALUATION OF
SHOPEE OF UEH STUDENTS

ĐỀ TÀI THUỘC KHOA/VIỆN: TOÁN THỐNG KÊ

MSĐT (Do BTC ghi):

TP. Hồ Chí Minh - 2022

 TOPIC SUMMARY

With the topic "The actual usage and evaluation of Shopee of UEH students", this
study aims to analyze and clarify the usage behavior and evaluation of UEH students
about the Shopee application. 

Currently, there has been a number of research on this issue, but the number of articles
is too insufficient, specifically UEH students, that's the reason why our group conducts
this research. 

We have proposed a research model that goes from theoretical basis, data sources and
quantitative research results. With the independent variables being price, income,
concern over E-commerce platform, introduction to Shopee, usage of Shopee's other
utilities, reasons why using Shopee, monthly using times, monthly spending, most
bought items, product variety, customer service, discount policy, shipping period, app
interface, payment method, dissatisfactory factors, Interest in other discount
campaigns, willingness to keep using Shopee, willingness to recommend Shopee.

Subjects are UEH students from first to third years who have been using Shopee.
Research method is used to test the formal research model by quantitative method.
Quantitative research is conducted by personal survey by online survey questionnaire
via Google Form with 152 reporters.

SPSS and EXCEL are softwares that support the project in the process of data
synthesis and analysis and the importance of variables applied in data analysis.

 After conducting this research, our group has drawn some suggestions and solutions
to help Shopee achieve its goals and understand the actual usage and evaluation of
Shopee of UEH students, thereby having better strategies for the enterprise.

And the more specific analyses are:

 Reasons for choosing the topic

Since the 2010s, the growth of the Internet in Vietnam has reached an exponential
level. According to Vietnam digital 2021 report, around 68.17 million individuals
(representing 70.3 percent of the population) were using the Internet via various
platforms and applications for an average of 6 hours 47 minutes each day. 97% of the
population owns mobile phones for various uses, whether for work, study, business,
and so on. Internet and digital devices have assisted people in many areas, including
communicating, studying, getting news, and making purchases. E-commerce has
appeared to be a prime commercial method and has become a competent marketplace.
The outbreak of the COVID-19 pandemic has become a barrier to the direct
purchasing model while also serving as a lever to boost the online shopping method.
Vietnam's e-commerce growth rate reached 18 percent in 2020, with 11.8 billion USD,
making it the only country in Southeast Asia with a double-digit growth rate.
According to a report by Google, Temasek, and Bain & Company, the scale of e-
commerce is currently worth 21 billion USD and is expected to increase to 57 billion
USD by 2025. The report also records up to 8 million new digital consumers since the
beginning of the COVID-19 pandemic.

As of a report from Datareportal, Vietnamese people aged 16 to 24 years old using

commercial Internet methods stood at 70.6%, being the lowest among all the age
groups surveyed. However, this generation is predicted to account for around one-third
of the working-age population in Vietnam (aged 15 to 24) by 2025, having a
particularly significant influence on the local labor market.

Recently, several firms have adjusted their company operations to adapt to the
contemporary situation and aggressively utilize the potential of the young Vietnamese
market, which is the market's future. In this case, Shopee, like any other firm, has
consistently employed strategies to enter this market niche. Shopee has been honored
in the top 3 "Best Brands in Vietnam 2021" and is the only e-commerce platform to
participate in this ranking, according to the "Global Best Brands Ranking" report by
YouGov. Shopee has attracted new users through various elements: Mega sale and
Shopee BeautyCamp. Shopee also aims to build an ecosystem of E-commerce by
developing its own channel of delivery and payment methods. 

This study aims at figuring out the actual volume of young Vietnamese Shopee users
and obtaining their opinions, hence putting forth recommendations for Shopee to
attract the young new users. 
It is inevitable that E-commerce platforms are earning their position in this social
distancing period due to Covid 19 pandemic. People nowadays, notably young people,
have an ascending tendency to do online shopping rather than buying directly at the
shop. With that being said, by knowing any difficulties, reviews from the users, we
will figure out what E-commerce platforms, especially Shopee, can do to improve
customer services and have further efficient approaches to promote online shopping
and shipping industries. Consequently, our group has come up with an alluring and
reasonable topic for this project, which is “The actual usage and evaluation of Shopee
of UEH students”.

 Objectives of the study

From the issues presented in the reason for choosing the topic, the research team posed
the following questions:

 Who uses Shopee among the survey’s participants? (Gender, Year of Study,
Monthly income)  
 How often and how much have UEH students been spending on Shopee?
 How is the degree of UEH students being satisfied with a variety of Shopee’s
elements and which of those aren’t good enough?  
 What kinds of products are bought the most on Shopee?
 What are the reactions of UEH students to Shopee in the future?

Corresponding to the research question, the study was conducted with the following
four objectives:

 Survey the amount of UEH students using Shopee on a specific range and with
particular purposes
 Attain a generic view of the frequency and tendencies of Vietnamese students,
especially UEH students, using Shopee nowadays
 Acknowledge what factors of Shopee that UEH students find satisfied and
dissatisfied
 Figure out the trends in the aforementioned objectives then offer specific
suggestions to improve customer services.

 Object and scope of the study 

  Research objects: We hold study across three different academic years of study
at UEH university in Ho Chi Minh city.
 Research scope: We conducted the study by observing the actual usage of
Shopee and customer experience assessment among UEH students. The survey
was conducted from March 31 to April 3 and received 152 responses to the
survey about “The actual usage and evaluation of Shopee of UEH students”.

 Research content

The research content is conducted through the following chapters:

Research summary: Summary of topics, analysis: the reason for choosing the topic,
research objectives, research methods, subjects and scope of research, research
content, contributions of the topic, development strategy of the topic

Chapter 1: Theoretical basis, research models, previous research

Chapter 2: Research methods

Chapter 3: Research analysis and results

Chapter 4: Conclusion and proposal

 Contributions of the topic

The research has both theoretical and practical significance

 Theoretical contribution
- Practical application of current methods of researching topics
- Clarify the relationship between the factors mentioned in the research and test
each other's impact between variables
 Practical contribution

The research results help those interested have the basis of properly identifying the
role of factors affecting The Actual Usage and Evaluation of Shopee of UEH students.
Thereby, businesses can further study the factors affecting the use of Shopee, which
helps them to create more effective business strategies, target more buyers and develop
more in Vietnam, especially in the online shopping field.

 Future research directions

Research on Actual Usage and Evaluation of Shopee are relatively small, especially
less when targeting the specific audience of UEH, so this study cannot avoid some
errors and limitations. To overcome this, we set out some of the future research
directions as follows:

 Directly survey through the form of interviewing each user of Shopee for
objective survey results, avoiding the situation of perfunctorily surveying. 
 We want to expand the topic as well as the research object for more accurate
results for the following studies
 We want to have the opportunity to conduct this survey in more universities to
be able to expand the topic because this result is only suitable for UEH
students.
 We hope that there will be more research articles on this topic so that Shopee
has more basis and reference materials on the impact factors, thereby having
better business strategies.
 TABLE OF CONTENT
TOPIC SUMMARY.......................................................................................................I
TABLE OF CONTENT...............................................................................................VI
LIST OF TABLE......................................................................................................VIII
LIST OF FIGURES......................................................................................................X
CHAPTER 1.................................................................................................................. 1
THEORETICAL BASIS, PREVIOUS RESULTS AND RESEARCH MODEL..........1
1.1. Theoretical basis..................................................................................................1
1.1.1. UEH student..................................................................................................1
1.1.2. What is Shopee?............................................................................................1
1.1.3. Shopee apps...................................................................................................2
1.1.4. Benefits of Shopee for UEH students.............................................................2
1.2. Previous research.................................................................................................4
1.3. Research model...................................................................................................6
CHAPTER 2.................................................................................................................. 8
RESEARCH METHODS..............................................................................................8
2.1. Data target...........................................................................................................8
2.2. Research process design......................................................................................9
2.3. Data approach......................................................................................................9
2.4. Analytical plan...................................................................................................12
2.4.1. Methods.......................................................................................................12
2.4.1.1. Sampling method..................................................................................12
2.4.1.2. Descriptive statistics method.................................................................13
2.4.1.3. Inferential statistics method..................................................................13
2.4.2. Statistical tools and computer programs intended to use............................13
2.5. Confidence and validity.....................................................................................13
CHAPTER 3................................................................................................................ 15
RESEARCH ANALYSIS AND RESULTS................................................................15
3.1 Descriptive statistics...........................................................................................15
3.1.1. Gender.........................................................................................................15
3.1.2. Year of study................................................................................................15
3.1.3. Monthly income...........................................................................................16
 3.1.4. Concern over E-commerce platforms..........................................................17
3.1.5. Introduction to Shopee................................................................................17
3.1.6. Usage of other utilities................................................................................18
3.1.7. Monthly using times....................................................................................19
3.1.8. Monthly spending........................................................................................20
3.1.9. Most bought items.......................................................................................20
3.1.10. Reasons why using Shopee........................................................................21
3.1.11. About the price of Shopee..........................................................................22
3.1.12. About the products variety of Shopee........................................................23
3.1.13. About the product quality of Shopee..........................................................23
3.1.14. About the customer service of Shopee.......................................................24
3.1.15. About the discount policy of Shopee..........................................................24
3.1.16. About the shipping period of Shopee.........................................................25
3.1.17. About the app interface of Shopee.............................................................25
3.1.18. About the payment method of Shopee........................................................26
3.1.19. Dissatisfactory factors of Shopee..............................................................27
3.1.20. Interested rate for upcoming discount events............................................28
3.1.21. Willingness to keep using Shopee..............................................................28
3.1.22. Recommendation for Shopee.....................................................................29
3.2. Inferential statistics............................................................................................30
3.2.1. Inferential statistics about satisfaction level of “price”..............................30
3.2.2. Inferential statistics about satisfaction level of “price” between 2 genders35
CHAPTER 4................................................................................................................ 38
CONCLUSION AND PROPOSAL.............................................................................38
4.1. Conclusion.........................................................................................................38
4.2. Proposal.............................................................................................................39
4.3. Limitations of the study and directions for future research................................40
REFERENCES............................................................................................................41
 LIST OF TABLE
Table 2. 1. Table of variables in the questionnaire.........................................................9

Table 3. 1. The table regarding the participants’ gender ..............................................15

Table 3. 2. The table regarding the participant's year of study.....................................16
Table 3. 3. The table regarding the participants’ monthly income...............................16
Table 3. 4. The amount of UEH students have concern over E-commerce platforms. .17
Table 3. 5. The frequency table showing the common introduction to Shopee............18
Table 3. 6. The amount of UEH students using Shopee’s other utilities......................19
Table 3. 7. The frequency table showing the frequency of using Shopee....................19
Table 3. 8. The monthly spending on Shopee of UEH students...................................20
Table 3. 9. Some of the most popular product purchased by UEH students.................21
Table 3. 10. Reasons why people use Shopee..............................................................22
Table 3. 11. The level of UEH student's satisfaction with the “Price” of Shopee........22
Table 3. 12. The level of UEH student's satisfaction with the “Product variety” of
Shopee......................................................................................................................... 23
Table 3. 13. The level of UEH student's satisfaction with the “Product quality” of
Shopee......................................................................................................................... 23
Table 3. 14. The level of UEH student's satisfaction with the “Customer service” of
Shopee......................................................................................................................... 24
Table 3. 15. The level of UEH student's satisfaction with the “Discount policy” of
Shopee......................................................................................................................... 24
Table 3. 16. The level of UEH student's satisfaction with the “Shipping period” of
Shopee......................................................................................................................... 25
Table 3. 17. The level of UEH students’ satisfaction with the “App interface” of
Shopee......................................................................................................................... 25
Table 3. 18. The level of UEH students’ satisfaction with the “Payment method” of
Shopee......................................................................................................................... 26
Table 3. 19. Factors that affect the shopping experience of UEH students while using
Shopee......................................................................................................................... 27
Table 3. 20. How much participants feel interested in upcoming sales........................28
Table 3. 21. The amount of participants willing to keep using Shopee........................29
Table 3. 22. The amount of participants’ willingness to recommend Shopee..............29
Table 3. 23. Case processing summary of the variable “Price”....................................30
Table 3. 24. Descriptives of the variable “Price”.........................................................30
Table 3. 25. The number of male and female assessed their satisfaction level with
regard to price on a 5-point scale.................................................................................35
Table 3. 26. The processed result of female’s and male’s satisfaction level of Shopee
price............................................................................................................................. 36
 LIST OF FIGURES
Figure 1. 1. Previous research framework......................................................................5
Figure 1. 2. Suggested research model 1........................................................................6
Figure 1. 3. Suggested research model 2........................................................................7

Figure 2. 1. Research process..........................................................................................9

Figure 3. 1. The participants’ gender.............................................................................15

Figure 3. 2. The distribution of survey participants’ academic year of study...............15
Figure 3. 3. The distribution of survey participants’ monthly income (including family
allowance).................................................................................................................... 16
Figure 3. 4. The distribution of participants’ concern over E-commerce platforms.....17
Figure 3. 5. Sources that lead to participants’ usage of Shopee...................................17
Figure 3. 6. UEH students’ usage of Shopee’s utilities................................................18
Figure 3. 7. The frequency of using Shopee per month...............................................19
Figure 3. 8. The amount of money spent on Shopee per month of participants...........20
Figure 3. 9. Most bought items on Shopee by participants..........................................20
Figure 3. 10. the responses of the students about the reasons why they use Shopee....21
Figure 3. 11. The level of satisfaction of UEH students using Shopee........................26
Figure 3. 12. Top factors that UEH students dislike about Shopee..............................27
Figure 3. 13. The rate of participants interested in upcoming discount events.............28
Figure 3. 14. the amount of participants willing to keep using Shopee........................28
Figure 3. 15. The amount of participants’ willingness to recommend Shopee.............29
Figure 3. 16. Stem-and-Leaf Plot of UEH students’ satisfaction level of price on
Shopee......................................................................................................................... 31
Figure 3. 17. Box Plot of UEH students’ satisfaction level of price on Shopee...........32
 CHAPTER 1

THEORETICAL BASIS, PREVIOUS RESULTS AND RESEARCH MODEL

1.1. Theoretical basis

1.1.1. UEH student

The United Nations states youth as those between the ages of 15 and 24. Thus, UEH
students are part of young people and also part of Generation Z or Gen Z at the present
time. They are ones that have already finished high school and are now studying at one
of the three universities of Economics: UEH, ISB, or WSU.

General features: being exposed to and using technology since childhood, so Gen Z is
very receptive to technology, mobile, and the internet. They begin to manage their own
money and time, gain social relationships, are more interested in entertainment
activities, do part-time or full–time jobs, are dynamic, willing to experience new
things, and keep up with the latest information through social media.

1.1.2. What is Shopee?

Shopee is an e-commerce shopping site, founded by Forrest Li's SEA group in

Singapore in 2015. It is an online marketplace, an intermediary connecting buyers and
sellers. In this app, sellers can post information about products and services without
consulting or shipping, and buyers also access that information visually without going
to the store.

Shopee is now present in seven Asian countries: Singapore, Malaysia, Indonesia,

Taiwan, Philippines. Especially on August 8, 2016, Shopee was officially launched in
Vietnam. Currently, Shopee has over 160 million active users with approximately 6
million sellers, including over 7,000 leading brands and distributors.

Some outstanding features of Shopee can be mentioned as:

 Built on mobile platform

 Shopee Live Chat
 Secure payment with multiple payment options
  Free to use
 Safe and fast shipping, you can choose the carrier you want.

1.1.3. Shopee apps

 Shopee Pay

ShopeePay is an e-wallet app, in which users can pay anytime, anywhere for many
services quickly and conveniently. In particular, Shopee Pay meets all payment needs
from depositing, withdrawing money in the account, top-up phones, paying for
financial services, utility bills such as electricity, water, internet, cable TV as well as
other entertainment and entertainment services with high information security and
safety.

 Shopee Food

This app was officially introduced on August 18, 2021. This is a form of online
ordering food via the Shopee app.

 Shopee Mart

Shopee Mart is an online shopping model on the Shopee e-commerce app. Here you
can buy a lot of essential products in daily life easily with a variety of items that are of
the same quality as going to a traditional supermarket.

1.1.4. Benefits of Shopee for UEH students

 Convenience

Shopee is already a popular and powerful e-commerce platform that offers customers
numerous choices of online shopping. Therefore, UEH students can take advantage of
the wide selection of goods on Shopee to find the appropriate products for themselves.
One of the most favorite things of nowadays shoppers is convenience. The process of
ordering goods through Shopee is relatively easy and effective. Everything you need is
a Shopee account, and if you want to pay your bills in advance, you can also connect
your credit card or bank account to Shopee. Imagine that you can purchase the whole
world only with a click in your phone, on your own bed and without having to step out
of your house. This feature allows not only teenagers but also the elderly can approach
the concept of online shopping

 Affordable price
Since Shopee requires all sellers to publicize the price of products, shoppers can easily
compare different stores in order to make the best choice. The initial reason why
sellers can offer a better price on their Shopee stores rather than their physical stores is
that on Shopee, they do not need to pay costs such as rent, labor, etc. Therefore, they
can drag the price down a little bit to attract more buyers.

Shopee is famous for its monthly sales campaigns, such as Jan 1st, Feb 2nd, and
March 3rd. For UEH students, these are wonderful opportunities to purchase necessary
goods at the best price. Many vouchers are offered by Shopee, and even by sellers,
which makes students in UEH get attached to Shopee more and more in the future.

 Variety of products

Recently, Shopee is the shopping platform with the most buyers and sellers in
Vietnam, which results in the fact that UEH students can easily find whatever they
need on this app. It does provide any kind of goods that you may need, such as foods,
clothes, beauty products, technology stuffs, books, groceries, and so on. Furthermore,
Shopeepay allows users to pay the electric and water bills, or any kind of bills directly
and effectively.

Another outstanding feature of Shopee is that students can purchase not only available
goods in Vietnam but also international products. This is very helpful for UEH
students, especially those who need references and materials supporting their studies

 Delivery time

Last but not least, the delivery time of Shopee is quite amazing, shoppers usually need
from 3 to 5 days to receive products available in Vietnam, and more than 1 week for
international goods. It is undeniable that the logistic system of Shopee does contribute
to its success in the market.

When users confirm buying their purchases, Shopee will show the presence of these
products. Buyers can easily keep track of their goods, where it came from, where it is
at the present, and even the predictable day they will receive their stuff. This feature is
essential for those who need to have the goods on hand as soon as possible.

 Return and Allowances Policy

Besides the numerous offers of products and vouchers, Shopee also develops
successful and practical return and exchange policies for its customers. According to
the policy, in case the product condition is not as good as expected, or the sellers have
any mistake during the packaging process, the buyers are able to return or exchange
that product without any extra cost.

In specific cases, buyers also have the right to request allowances for their purchase if
the goods do not meet the requirements. UEH students can stay calm and rely on these
policies in order to protect their rights while shopping online. Even when you do not
know who the seller is, you still can get your money back.

1.2. Previous research

Online shopping has always been a fascinating topic to academic studies. Research
about this subject attracts a lot of attention from domestic and international business
companies. Numerous studies were conducted about online buyer’s behaviors or
identifying similar information. Some scientific studies about this area from experts
are The actual usage of Shopee in Vietnam (2020) by Minh Ngoc Nguyen, Main
factors that influence online purchases (2020) also by Minh Ngoc Nguyen, Customer’s
behaviors on intention to purchase on online shopping in Vietnam by Tran Anh Vu,
Doan Minh Thang, Doan Thi Mai. Those are researches made domestically, some
other international studies on the same subject are: Consumers attitude towards online
shopping in Dhaka (2018), Bangladesh by Anamika Datta and Mithun Acharjee,
Factors affecting online shopping behavior of consumers (2014) made by Mersid
Poturak, Mobile shopping consumer’s behavior (Vaggelis Saprikis, Angelos Markos,
Theodora Zarmpou, Maro Vlachopoulou, 2018).

Firstly, the domestic research about actual usage of Shopee in Vietnam from 2019 to
2020 by Minh Ngoc Nguyen indicated that approximately 88 million visits to Shopee
sites in the 4th quarter of 2020. Another research of his points out ten main factors that
affect online buying. Which are the site or application popularity - affected most by
buyer's decision, actual product quality, price-related factors such as promotions, price
compared with physical stores, etc. Only a minority of respondents (8%) demand for
livestream introducing products as they have little concern about the actual quality of
products. This idea is maybe what makes Shopee so famous as it has been on the top
one visits site for the past two years. A study from Thai Nguyen University found out
what shapes people's intention to purchase online reveals the three most important
factors and relationships among them. Those are the website’s service, information,
and interface quality. None of them is more important than another, all together
constructing the intention of buyers through perceived usefulness and perceived ease
of use.

Figure 1. 1. Previous research framework

(Source: Customer’s Behavior on Intention to Purchase on Online Shopping in

Vietnam)

Secondly, based on the research in Dhaka (2018) reveals that demographics really
affect buyers’ attitudes. The authors also mentioned the three most iconic items are
gender, income, and educational level. In which, qualifications play the most vital role
in shaping a buyer’s attitude. Moreover, the study also found some similar points as
recommended above are site’s reputation, product quality, and website design. Some
other factors are security, convenience, time-saving, after-sales services, and last but
not least is the user's online shopping experience.

In addition, four experts Vaggelis Saprikis, Angelos Markos, Theodora Zarmpou, and
Maro Vlachopoulou did a project on mobile shopping consumer behavior and also
achieved some interesting results. Individual emotion has gained itself as a
determinant in the consumer’s attitude function. Relationship Drivers, which is similar
to after-sale services. Plus, the service and interface of a shopping site can drive
consumers closer as they create a positive shopping experience, and make it
meaningful. Anxiety, Trust, and Innovativeness, these three components are similar to
each other in short they are all the willingness to try a new thing of buyers. Anxiety
about the risk of financial, security, the trustworthiness of sellers, and the quality of
products falls short of expectation. All are what buyers are concerned about and afraid
of most.

Mersid Poturak - an expert from BURCH University did his own research and found
out that many factors influence buyers’ decisions. However, the spotlight is when
businesses are able to earn themselves customers’ loyalty. Through promotions,
services, and satisfying consumers’ needs, then step by step they build the loyalty of
customers. ‘Store loyalty’ has three key complements. The most expensive value is
that loyal customers stay loyal in the future, then they would consume more than
switchers and suggest others to a particular store or brand they stayed loyal to.

1.3. Research model

The research model helps researchers as well as readers to analyze the direction of the
survey. Based on the current using habit of Shopee in Vietnam and previous research
that we have mentioned. Therefore, we create two specific models, each have their
components that affect the use of Shopee and customer evaluation, respectively.
 Figure 1. 2. Suggested research model 1

In order to evaluate the actual usage of UEH students of Shopee, there are eight factors
that we take into consideration. Those directly or indirectly affect the shopping
experience, which are Price, Product quality, Product variety, Customer service, Sales
promotions, Delivery time, Payment methods, and App interface.
Figure 1. 3. Suggested research model 2
 CHAPTER 2
RESEARCH METHODS

2.1. Data target

The COVID-19 pandemic is a "nightmare" for many economic sectors around the
world, but it seems to be the "luck" of E-commerce websites, especially Shopee when
shopping on the Internet. The Internet is the only way to get what consumers need in
times of social distancing. In addition, in the current 4.0 era, young people, especially
students, tend to prefer shopping on E-commerce platforms. Hence, there are many
advantages to the above platforms. However, to increase revenue as well as make good
use of development opportunities in the terms of e-commerce products as well as
Shopee, it is necessary to have an appropriate strategy and policy. Understanding that,
our group conducted a survey to collect opinions and information from UEH students
to make some suggestions to help improve customer experience, thereby promoting
customer loyalty.

 Surveying the group of age, gender, education level, income, etc. that
uses Shopee the most, therefore helping Shopee to segment customers,
adjust marketing strategies to suit each customer type.
 Knowing the reasons why customers choose to use Shopee but other
platforms, then continue to promote those strengths to give customers the
best experience.
 Analyze the factors that make customers unsatisfied, then offer solutions
to overcome and improve service quality.
2.2. Research process design

Figure 2. 1. Research process

2.3. Data approach
Table 2. 1. Table of variables in the questionnaire

Variables Variable label Scale Sources

Gender Male/ Female/ Others Nominal Survey

Year of study Year 1/ Year 2/ Year 3 Ordinal Survey

Monthly income (parental Referring to the incomes an Ratio Survey

allowance included) individual earns within 1
month from salaries,
investments, etc.

Concern over E-commerce Personal interest in the Interval Survey

platform purchase and sale of products
 via Internet or network

Introduction to Shopee Knowing Shopee through Nominal Survey

what means

Usage of Shopee’s other The usage of Shopee’s other Nominal Survey

utilities features like Shopee Food,
Shopee Pay, etc.

Monthly using times The average time using Ratio Survey

Shopee per month

Monthly spending The average money spent on Ratio Survey

Shopee per month

Most bought items Some of the most popular Nominal Survey

products purchased on Shopee

Reasons why using Shopee Factors making people choose Nominal Survey
Shopee

Price The amount of money used to Interval Survey

purchase products per unit

Product variety Types of products available Interval Survey

for sale

Product quality Suitability of the product with Interval Survey

customers’ intention

Customer service The act of satisfying needs Interval Survey

 and expectations of customers

Discount policy Forms of discount to attract Interval Survey

buyers

Shipping period Time to transport goods from Interval Survey

seller to buyer

App interface Shopee’s user-friendly layout Interval Survey

Payment method Making a payment by cash, Interval Survey

by cheque, …

Dissatisfactory factors of Elements affecting badly Nominal Survey

Shopee customers’ experience while
using Shopee

Interested rate for Users’ concern over Nominal Survey

upcoming discount events upcoming sale or discount
events

Willingness to keep using Customers’ eagerness to Nominal Survey

Shopee continue using Shopee

Recommendation for Customers’ readiness to Nominal Survey

Shopee suggest Shopee

2.4. Analytical plan

2.4.1. Methods

2.4.1.1. Sampling method

We hold study across three different academic years of students at the University of
Economics Ho Chi Minh City. These young and dynamic participants tend to shop
online much more than other generations, which leads to the fact that Shopee is one of
the most familiar e-commerce platforms to UEH students.
 Define the sample

We choose to work with a 95% confidence level, a standard deviation of 0.5 and a
confidence interval (margin of error) of ± 10%, so the sample size will be:

z 2α . ρ (1−ρ)
2 (1.96)2 . 0.5(1−0.5)
n= 2
= 2
=(50 ; 260)
ε (0.1)

Due to limited time to conduct the survey, we have collected 152 responses from UEH
students through Google Form.

 Sampling approach

To ensure that the desired sample size of n=152 people is achieved as described above,
the group's sample approach is indirect via the Internet (the official questionnaire is
designed via Google form). Based on judgment sampling (non-probability) to select
people who match the requirements of the target audience for the survey in two
specific ways as follows:
 Send the survey link via Facebook Messenger. Here, the team will use the non-
probability sampling technique - sprout development. Specifically, the
researcher will initially select the focal respondents. They are selected at
random based on the list class or relationship of the researcher. After
completing the survey through the online questionnaire, these lead respondents
will continue to select the next respondents based on their relationship.
 Send survey links to Facebook groups for three types of research subjects.
Specifically, the researcher will collect data from groups, participate in and post
calls to participate in the survey with small gifts such as learning materials, ...

2.4.1.2. Descriptive statistics method

Use a descriptive statistics method to test the reliability and clarify the attributes of the
survey object. Data after being analyzed will be presented under the table and chart
forms in order to make it easier to observe and understand.
2.4.1.3. Inferential statistics method
Use an inferential statistics method combined with the hypothesis to estimate and
calculate the data with a view to testing the hypothesis. From there, we start to refuse
the false assumption and reach the conclusion.

2.4.2. Statistical tools and computer programs intended to use

 Conducting the online survey through Google Form.
 Counting, processing and analyzing the data collected by Microsoft Excel and
SPSS.
 Creating the table form by Microsoft PowerPoint and the chart form by Canva.
 Reporting the survey results by Microsoft Word.

2.5. Confidence and validity

Factors affecting the reliability and accuracy of the collected data:

 The sample size is limited, and the results do not reflect the situation as a
whole.
 The questions lacked differentiation and did not address the research topic.
 Survey participants are dishonest, only give perfunctory answers, provide
shallow and sometimes contradictory answers.
 Careless survey participants, not following the instructions when conducting the
survey, resulting in disordered and inaccurate data collection.
 Unexpected errors throughout the data collecting, analysis, and processing
processes.

Solution to prevent and overcome:

 Preparing survey questions carefully, using clear, simple language that avoids
the use of internet slang, acronyms, or academic terminology.
 Optimizing the number of questions, asking just enough and with the correct
focus, preventing meandering, rambling questions, and gathering too much
redundant data that might affect the analysis result.
 Remind survey participants to read the instructions carefully and reply rapidly
to questions related to the survey form.
 When processing data, it is necessary to be very focused and meticulous,
absolutely careful, to limit errors.
 Encourage survey participants to participate by providing incentives and
ensuring that their personal information is kept private.

CHAPTER 3

RESEARCH ANALYSIS AND RESULTS

3.1 Descriptive statistics

3.1.1. Gender

Figure 3. 1. The participants’

gender
From what is envisaged on the chart, most of the survey participants are female. In
particular, females make up over a half, 64.5%. Then, 35.5% of the UEH students
surveyed are men. As we can see, the percentage of male filling in the form is just
slightly over a half of its counterpart.

Table 3. 1. The table regarding the participants’ gender

3.1.2. Year of study

Figure 3. 2. The distribution of survey participants’ academic year of study

A large percentage of UEH students

taking the survey are freshmen,
making up approximately 81.6% of
the chart. 17.1% of the students are
in their second academic year and
the third-year forms a minority of
1.3%.

Table 3. 2. The table regarding

the participant's year of study
3.1.3. Monthly income
Figure 3. 3. The distribution of survey participants’ monthly income (including
family allowance)

As can be observed, the amount of monthly income of UEH students surveyed does
not differ vastly from each other. 42.1% of the participants' income is under 2.000.000
VND per month, almost 7% higher in percentage than those who have from 2.000.000
VND to 4.000.000 VND monthly.

Higher monthly earnings accounts for a smaller percentage, which is 15.1% for the
amount between 4.000.000 VND and 6.000.000 VND and 7.3% for the amount being
above 6.000.000 VND.

Table 3. 3. The table regarding the participants’ monthly income

3.1.4. Concern over E-commerce platforms
Figure 3. 4. The distribution of participants’ concern over E-commerce platforms

From the chart above, it is noticeable that most of the UEH students participating in
the survey have concerns about E-commerce platforms. In fact, it is inevitable due to
Covid-19 pandemic and social distancing. The amount of students who care about E-
commerce actually account for 83.6%. With that being said, the other group who don’t
care about those platforms constitute 16.4% of the total participants.

Table 3. 4. The amount of UEH students have concern over E-commerce

platforms

3.1.5. Introduction to Shopee

Figure 3. 5. Sources that lead to participants’ usage of Shopee
As can be seen from the chart, the main reason that leads to UEH students starting to
use Shopee is because of social media, accounting for 138 out of 152 participants’
votes in the survey or in other words 36.1% in total 382 votes.

The next two common sources are from friends’ recommendation and commercial
which are respectively 25.7% and 28% in total of 382 UEH students’ votes. The least
common source other than the four above only constitutes 1 vote, which is 0.3%.

Table 3. 5. The frequency table showing the common introduction to Shopee

3.1.6. Usage of other utilities

Figure 3. 6. UEH students’ usage of Shopee’s utilities

Shopee always prioritizes its users’ experience. With that being said, Shopee has been
operating other utilities. As can be seen from Chart 6 and Table 6, the two most
common utilities used by UEH students are Shopee Pay and Shopee Food, 37.6% and
37.2% in total of 218 votes respectively. Following up, there’s still a group of UEH
students who choose not to use any of Shopee's utilities. This group accounts for
19.7% out of 218 votes. Meanwhile, the data has clearly shown that Shopee Mart is the
least popular among other options with only 12 votes, accounting for 5.5%.
 Table 3. 6. The amount of UEH students using Shopee’s other utilities

3.1.7. Monthly using times

Figure 3. 7. The frequency of using Shopee per month

Based on the chart above, nearly half of the pupils surveyed use Shopee about 3-5
times a month. Following up, about 37.5% of UEH students taking part in this survey
rarely perform the service, approximately 1-2 times a month. However, the number of
users who make transactions through Shopee more often accounts for a relatively low
rate. To be more specific, 13.2% of UEH pupils use Shopee over 5 times per month.
Data partially show that despite quite large popularity, people’s usage of Shopee is still
insignificant. Promotions should be carried out to promote users more extensively and
effectively.

Table 3. 7. The frequency table showing the frequency of using Shopee

3.1.8. Monthly spending
Figure 3. 8. The amount of money spent on Shopee per month of participants

According to the data above, the

majority of UEH students surveyed
spend less than 500 thousand dong
a month on buying items on
Shopee. It is absolutely reasonable
since pupils have to pay for many
other necessary expenses such as
rent, travel, living expenses, etc.
Furthermore, 500.000 to 1.000.000 VND is the amount of money spent by 28.3% of
people taking part in this survey. Meanwhile, the number of UEH pupils who spend
more than 1 or 2 million VND on Shopee accounts for a thoroughly low percentage, at
5.9% and 3.9% respectively.

Table 3. 8. The monthly spending on Shopee of UEH students

3.1.9. Most bought items

Figure 3. 9. Most bought items on Shopee by participants
According to the bar chart 9 and table 9, the majority of UEH Shopee’s users, 260 out
of 304, use Shopee to buy clothes as one of their most purchased items. Following up,
cosmetics is the second most popular product among UEH students, which accounts
for 23.6% of 764 choices in total. Furthermore, food and electronic devices are the
next two common commodities, 12.3% and 11.3% in total of 764 votes respectively.
Meanwhile, only a few options for merchandise like stationery, album, phone
accessories and so on have been made by the pupils participating in the research.

Table 3. 9. Some of the most popular product purchased by UEH students

3.1.10. Reasons why using Shopee

Figure 3. 10. the responses of the students about the reasons why they use Shopee

According to the data, the students mainly use Shopee because of “Product variety”,
showing that approximately 23.1% of them chose this criterion as their reason to use
Shopee. Also, the number of students who chose “Price” was 22%, in other words,
many students were pleased with the price policy. The Discount policy had a quite
great impact on the students, making up 12.7%. Following up, the percentage of
students who chose the “Payment method” was 10%. The Product quality and App
interface, both took over 9% of the whole sample. Eventually, less than 1% of students
chose “others” reasons.

Table 3. 10. Reasons why people use Shopee

3.1.11. About the price of Shopee

Table 3. 11. The level of UEH student's satisfaction with the “Price” of Shopee

Overall, most of the students were pleased with the price of Shopee’s products, 61.8%
of the whole sample. Students who had high satisfaction with the price of Shopee’s
products accounted for 19.1%. 17.8% of the total students were neutral about the price.
Finally, there was a very small percentage of students who were very disappointed and
disappointed with the price, which made up 0.7 % for each.
3.1.12. About the products variety of Shopee
Table 3. 12. The level of UEH student's satisfaction with the “Product variety” of
Shopee

It can be seen clearly from the data table that the students who were fairly extremely
pleased with the variety of Shopee’s products accounted for the highest percentage
among the levels of satisfaction, which were 59.9%. Following up, the students who
were pleased and neutral took up 32.9% and 5.9% respectively. The table also
demonstrates that the students who felt disappointed and very disappointed were only
0.7% for each.

3.1.13. About the product quality of Shopee

Table 3. 13. The level of UEH student's satisfaction with the “Product quality” of
Shopee

It can be seen from the table that most UEH students are satisfied with the quality of
Shopee, showing that nearly 50% of them are pleased with the criterion. Following
that, the percentage of students who have a neutral attitude about product quality is
around 40%. While approximately 12% of the students are very content with Shopee
products. The table also demonstrates that the percentage of students disappointed and
very disappointed is nearly under 5% (4.6% and 0.7% respectively).
3.1.14. About the customer service of Shopee
Table 3. 14. The level of UEH student's satisfaction with the “Customer service”
of Shopee

Generally, the proportion of UEH students feeling neutral or satisfied with the
customer service of Shopee is nearly the same (38.8% and 36.2% corresponding). The
student who had the markedly pleased opinion occupied 14.5% of the table. Moreover,
the students who were not satisfied or substantially disappointed with the customer
service are thoroughly low, about 8.6% and 2% for each.

3.1.15. About the discount policy of Shopee

Table 3. 15. The level of UEH student's satisfaction with the “Discount policy” of
Shopee

Overall, students who were fairly content with the discount policy of Shopee had the
highest percentage of the table, exactly half in total (50%), while folks who felt very
disappointed were the lowest (under 2%). Following up, the number of students having
an impartial or extremely pleased attitude about this policy is exactly similar, both are
21.7%. Finally, the table shows 5.3% of students who were disenchanted with the
discount policy of Shopee.
3.1.16. About the shipping period of Shopee
Table 3. 16. The level of UEH student's satisfaction with the “Shipping period” of
Shopee

Apparently, a vast majority of UEH students were basically satisfied or neutral with
the shipping period, which accounts for 40.8% and 32.2% respectively. While the
percentage of people who felt extremely pleased is nearly 15%, there are 3.3% of
students who were very upset about the situation. Following that, the proportion of
students who were disenchanted during the shipping period is 8.6%.

3.1.17. About the app interface of Shopee

Table 3. 17. The level of UEH students’ satisfaction with the “App interface” of
Shopee

As can be seen from the above table, the majority of UEH students are satisfied with
the app interface of Shopee. The proportion of those who are pleased while using
Shopee on their phones or laptop are over 40%. Furthermore, nearly 30% of UEH
students in this survey are very pleased with the app experience. Following that, the
percentage of those having a neutral attitude about app interface is just around 22%.
3.1.18. About the payment method of Shopee
Table 3. 18. The level of UEH students’ satisfaction with the “Payment method”
of Shopee

Overall, most UEH students are content with the selection of payment methods that
Shopee provides for its customers. The proportion of those who feel pleased and very
pleased about the payment choices of Shopee are relatively 46.1% and 32.9%.
Following that, about 21,7% of UEH students do not have any comments about the
payment selection while purchasing goods on Shopee. The percentage of those who
feel disappointed and very disappointed about the payment method is just around 0.7%
and 1.3%.

Figure 3. 11. The level of satisfaction of UEH students using Shopee

3.1.19. Dissatisfactory factors of Shopee
Figure 3. 12. Top factors that UEH students dislike about Shopee

According to the above number, it is clear that most of the participants of the survey
are unsatisfied with the delivery fee of Shopee. To be more exact, 85 out of 313 votes
report that they have to pay a relatively high shipping fee for each purchase, which
accounts for about 27.2% of the votes. Besides, the unstable app interface of Shopee is
the second biggest reason that makes customers confused. Particularly, 23.6% of the
votes agreeing that the experience while using Shopee is not very enjoyable.
Following that, the low quality of products and the lack of privacy of customers'
information account for 14.4% and 10.5% relatively. The delivery time factor does
contribute to the reason why Shopee’s users are unsatisfied, which accounts for 21.4%.
Many other minor reasons which annoyed Shopee’s users are that the app does not
support offline users, or there are so many vouchers, and so on.

Table 3. 19. Factors that affect the shopping experience of UEH students while
using Shopee
3.1.20. Interested rate for upcoming discount events
Figure 3. 13. The rate of participants interested in upcoming discount events

Until now we all know that Price is the second most important reason why people opt
for Shopee. However, still a small number of users ignore Shopee’s deals. From the
survey, it reveals that only 16 users (10.5%) in a total of 152 surveyors. The rest,
89.5% answers were positive (136).

Table 3. 20. How much participants feel interested in upcoming sales

3.1.21. Willingness to keep using Shopee

Figure 3. 14. the amount of participants willing to keep using Shopee
Although there were lots of reasons causing dissatisfaction to Shopee’s user’s
experience, nearly 100% of surveyors will keep using Shopee later on. To be more
detailed, 96% of users would not quit from this e-commerce site, accounting for 146
affirmative answers. 4%, of which only people have an opposite will (6).

Table 3. 21. The amount of participants willing to keep using Shopee

3.1.22. Recommendation for Shopee

Figure 3. 15. The amount of participants’ willingness to recommend Shopee

As we can see from the pie chart, the percentage of participants who would suggest
Shopee for other people is completely outmatched those would not. The number
indicates that there were 133 answers yes and only 19 were no, 87.5% and 12.5%
respectively.

Table 3. 22. The amount of participants’ willingness to recommend Shopee

3.2. Inferential statistics

3.2.1. Inferential statistics about satisfaction level of “price”

Choose a variable in satisfaction level of price (assuming that variable has a standard
distribution unaffected by the survey data) of UEH students in order to estimate and
test population mean and population proportion with 95% confidence.

Table 3. 23. Case processing summary of the variable “Price”

Cases

Valid Missing Total

N Percent N Percent N Percent

Price 152 100.0% 0 .0% 152 100.0%

(Source: Data processing results on SPSS)

Table 3. 24. Descriptives of the variable “Price”

Statistics Std. Error

Price Mean 3.98 .055

95% Confidence Interval          Lower 3.87

Bound
4.09

for Mean                                   Upper

Bound

5% Trimmed Mean 4.00

Median 4.00
 Variance .457

Std. Deviation .676

Minimum 1

Maximum 5

Range 4

Interquartile Range 0

Skewness -.629 .197

Kurtosis 1.917 .391

(Source: Data processing results on SPSS)

Figure 3. 16. Stem-and-Leaf Plot of UEH students’ satisfaction level of price on

Shopee

(Source: Data processing results on SPSS)

 Figure 3. 17. Box Plot of UEH students’ satisfaction level of price on Shopee

(Source: Data processing results on SPSS

INTERVAL ESTIMATE OF A POPULATION MEAN: σ UNKNOWN

According to the figures from table Case Processing Summary and Descriptives above,
we have:

 Sample size: n=¿152

 Sample mean: x=¿ 3.98
 Sample variance: s2=¿ 0.457
 Sample standard deviation: s= √ s2 =¿ 0.676

α
At 95% confidence, α =¿ 0.05, and =¿ 0.025.
2

t α =t 0.025 is based on n - 1 ¿ 152 – 1 ¿ 151 degrees of freedom.

2

In the t distribution table, we can see that t 0.025=¿ 1.9758

 s
Interval estimate of a population mean: σ unknown: x ± t 0.025 =¿3.98 ± 1.9758
√n
0.676
=¿3.98 ±0.11 ¿ (3.87 ; 4.09)
√ 152
We are 95% confident that the mean satisfaction score of price for the population of
UEH students surveyed is between 3.87 and 4.09.

TEST OF POPULATION MEAN: σ UNKNOWN

When using evaluation form on a 5-point scale from 152 participants. Assuming the
hypothesis: H 0 : μ≤ 3.8 with μ : satisfaction level of price rejected. Therefore, we can
reach a conclusion that Shopee operations of pricing are inefficient and must be
postponed so as to find out appropriate solutions to increase client satisfaction and vice
versa.

 Step 1: Determine the hypotheses

H 0 : μ≤ 3.8

H a : μ>¿ 3.8

 Step 2: Specify the level of significance

α =¿ 0.05

 Step 3: Compute the value of the test statistic

x−μ0 3.98−3.8
t= = =¿
s 0.676 3.283; degree of freedom is 151
√n √152
 Step 4: Compute the ρ -value

Based on the T-distribution table, we have 0.0005 ¿ ρ -value¿ 0.001

 Step 5: Determine whether to reject H 0

Because ρ -value ¿ α =¿ 0.05, we reject H 0

It means that UEH students have the satisfaction level of price on Shopee of above 3.8.
Hence, we are at least 95% confident that Shopee services are in good functioning
order and do not need to be stopped.

INTERVAL ESTIMATE OF POPULATION PROPORTION

In the case of 152 Shopee users, 123 rate their happiness with the Shopee pricing as 4
or higher, indicating that they are satisfied with the price at 81% ¿ 0.81 ¿ p

Interval estimate of population proportion: p ± z α

2 √ p (1− p )
n
=¿ 0.81 ±1.96
√0.81 ( 1−0.81 )
152

¿0.81 ±0.06 ¿(0.75 ; 0.87)

We are 95% confident that the proportion of UEH students who are satisfied with the
price of products on Shopee is between 0.75 and 0.87.

TEST OF POPULATION PROPORTION

According to survey findings, nearly 81% of clients rate their happiness with Shopee
offer for price at or above 3.8. Assuming the hypothesis: H 0 : μ≤ 65% with p0 is the
percentage of users assessing their satisfaction level with Shopee price at above 3.8
rejected. As a result, we can infer that fewer than 65% of respondents are contented
with Shopee price at a higher level than 3.8. Then, Shopee may postpone their services
and evaluate their operation methods of pricing, and vice versa

 Step 1: Determine the hypotheses

H 0 : μ≤ 0.65

H a : μ>¿ 0.65

 Step 2: Specify the level of significance

α =¿ 0.05

 Step 3: Compute the value of the test statistic

σ p=
√ p0 (1− p0 )
n √=
0.65(1−0.65)
152
=¿ 0.038687

p− p0 0.81−0.65
z= = =¿4.16
σp 0.038687

 Step 4: Compute the ρ -value

For z=¿ 4.16, cumulative probability ¿0.9999

ρ -value ¿2(1 – 0.9999) ¿0.0002

  Step 5: Determine whether to reject H 0

Because ρ -value ¿0.0002 < α =¿0.05, we can reject H 0

It implies that Shopee do not need to stop, they can continue their business since over
81% of customers are satisfied with Shopee price at a level of over 4 out of 5 stars.

3.2.2. Inferential statistics about satisfaction level of “price” between 2 genders

According to the survey data, we have divided the number of Shopee users by gender,
including male and female. After analyzing the data, it was discovered that male’s and
female’s satisfaction ratings about price on a 5-point scale are not the same or equal.
We deduce that there is a difference in satisfaction levels of price between male and
female clients on a 5-point scale.

We have the following table.

Table 3. 25. The number of male and female assessed their satisfaction level with
regard to price on a 5-point scale

(Source: Data processing results on Microsoft Excel)

+ Let n1 =¿the number of female surveyed

+ Let n2 =¿the number of male surveyed

+ Let x 1=¿average satisfaction score of price of female

+ Let x 2=¿average satisfaction score of price of male

+ Let s1=¿ standard deviation of female

+ Let s2=¿ standard deviation of male

We have the following data:

 Table 3. 26. The processed result of female’s and male’s satisfaction level of
Shopee price

Female Male

Sample size n1 =¿98 n2 =¿ 54

Sample mean x 1=¿4.06 x 2=¿ 3.83

Sample standard s1=¿ 0.62287 s2=¿ 0.74606

deviation

(Source: Data processing results on SPSS)

INTERVAL ESTIMATION ABOUT THE DIFFERENCE BETWEEN TWO

POPULATION MEANS

Point estimate of x 1−x 2=¿4.06 – 3.83 ¿0.23

The degrees of freedom for t α2 are:

2 2 2
s1 s 2 0.622872 0.74606 2 2
( + ) + ( )
n 1 n2 98 54
df = 2 2 2 2
= 2 2 93.96 ≈ 94
1 s1 1 s2 1 0.62287 1
( )+ ( ) ( )+ ¿¿
n1−1 n1 n2−1 n2 98−1 98 54−1

α
At 95% confidence, α =¿ 0.05 so with =¿ 0.025 and df =¿94, we have t 0.025=¿ 1.9855
2

The estimated mean difference between two populations is:

√ √
2 2
s 1 s2 2
0.62287 0.74606
2
x 1−x 2 ± t α + =4.06−3.83 ±1.9855 +
2
n 1 n2 98 54

¿ 0.23 ± 0.24=(−0.01 ; 0.47)

We are 95% confident that the difference between the satisfaction score of price of
male and female is -0.01 to 0.47 point.

HYPOTHESIS TEST ABOUT THE DIFFERENCE BETWEEN TWO

POPULATION MEANS

Is there any difference between male’s and female’s satisfaction level with regard to
pricing?
  Step 1: Determine the hypotheses

H 0 : μ1−μ2 ≤0

H a : μ1−μ2 >0

Where μ1=¿ the average satisfaction score of price of female

μ2=¿ the average satisfaction score of price of male

 Step 2: Specify the level of significance

α =¿ 0.05

 Step 3: Compute the value of the test statistic

(x 1−x 2)−D0 0.23−0

t= = =¿

√ √ 1.93
2 2 2 2
s s 0.62287 0.74606
1
+
2
+
n1 n 2 98 54

 Step 4: Compute the critical value and rejection rule

The degrees of freedom for t α are:

s12 s 22 2 0.622872 0.74606 2 2

( + ) ( + )
n 1 n2 98 54
df = = 93.96 ≈ 94
1 s 21 2 1 s22 2 1 0.622872 2 1
( )+ ( ) ( )+ ¿¿
n1−1 n1 n2−1 n2 98−1 98 54−1

With α =¿ 0.05 and df =¿ 94, based on the T-distribution table, we can infer that t 0.05=¿
1.6612

Reject H 0if t ≥ 1.6612

 Step 5: Determine whether to reject H 0

Because t=¿1.93 ¿ t 0.05=¿ 1.6612, we reject H 0

We are at least 95% that there is a small difference between male’s and female’s
satisfaction level with regard to pricing. To be specific, men feel less happy with the
price on Shopee than women do.
 CHAPTER 4

CONCLUSION AND PROPOSAL

4.1. Conclusion

The report represents the UEH students’ actual usage and their perspective on various
sides of Shopee. In general, we can see that E-commerce is of considerable concern
among university students with 83.6% of the students claiming that they pay attention
to the E-commerce platforms.

Respecting Shopee, it has been mostly approved by the customers (98% of the people
surveyed will continue using Shopee and 88.1% are pleased to introduce it to others).
Social media and advertisement are two major channels that brought identity to
Shopee. Students surveyed also showed interest in the ecosystem of the app, especially
Shopee Pay and Shopee Food.

UEH students are willing to pay lower than 500.000 VND a month on Shopee,
accounting for 61.8% which is understandable when concerning their average monthly
income of around 4.000.000 VND each. Clothing is the best-selling item on Shopee,
followed by cosmetics, houseware, and food.

The strong points of Shopee, firstly, is the variety of products that are available for
sale. That has received lots of good and excellent ratings (59.9% of people rated 5 and
32.9% rated 4). Then, 84.2% of the young customers are satisfied with the product
price and 48.7% of them are impressed with the offers. Moreover, we can also imply
that the product quality, customer service, and payment methods are other Shopee’s
strong points. Besides, the concession campaigns work well in attracting young users
with 91.9% showing their interest in them.

However, from the survey, we also notice some of the weaknesses of Shopee that are
giving users a bad experience. High shipping fee is the biggest concern to the users.
Next comes the UX&UI of the app and also the loading speed. Users are also not
satisfied with the long shipping time. We can see that those biggest concerns come
from the app itself and can be solved with more resources allocated to improve.
4.2. Proposal
Here are some changes for a better user experience that we recommend after
completing the survey. Shopee can attract new users as well as maintain engagement
from the previous ones if the company understands its customers’ needs.

 More reasonable shipping fee

According to the survey, the high shipping fee is the most popular reason that
discourages UEH students from buying goods on Shopee. Nowadays, college students
have the tendency to purchase stuff such as groceries, foods, and clothes through e-
commerce platforms, even though they can go straight to offline stores. However,
when the shipping fee is too high compared to the value of their goods, Shopee’s users
may cancel their orders. Our suggestion is that Shopee needs to come up with some
solutions to provide a better delivery fee for its customers. For local and global
purchases, Shopee should offer vouchers or discounts to stimulate buyers to shop
more.

 Adjust the app interface

It is undeniable that the app interface contributes largely to the users’ experience. Not
only does it bring in new users, but a smooth app interface also encourages shoppers to
stick to the app. However, during the survey, lots of participants say that it is Shopee’s
app interface worsens their shopping process. Even though Shopee provides sufficient
app features for its users, the company still cannot improve and make the app run more
smoothly. Sometimes, users have to wait for minutes to confirm their orders because
of some delays. This may result in the confusion and annoyance of many shoppers.

 Delivery time

Shopee is well-known for its convenience, which helps students save their money as
well as time during shopping online. Meanwhile, at some particular time, such as sales
campaigns or holidays, the shopping demand of customers skyrockets and the number
of orders of Shopee consequently reach the peak. Therefore, Shopee is unable to
deliver goods to its users as quickly as usual, which leads to the long-awaited order.
The company should have some well-prepared solutions in advance in order to prevent
the overwhelming situation.
4.3. Limitations of the study and directions for future research

However, the research on the actual usage of Shopee of UEH students is relatively
small, so our research is quite new up to the present time. Consequently, the gaps in
the research paper are unavoidable. Some of the limitations are as follows:
 The research was conducted during the epidemic season, so it was only
conducted in an online form without the opportunity to survey directly,
therefore, it did not analyze in-depth consumer attitudes towards Shopee. Some
participants do not take the survey seriously. We always want the situation to be
better so that we can directly interview consumers in the following studies.
 Because of the limitation of funding as well as time, the study was only carried
out in UEH. Therefore, this result is only suitable for Shopee users who are
currently UEH students. In the future, we would like to conduct research in
many other universities in Ho Chi Minh City.
 The subjects we surveyed are young people aged 18-22, not including other age
groups. We will try to expand the topic to reach respondents of more ages so
that the survey results are more objective and accurate for the sneaker market.
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