Nguyễn Thị Thúy Nga, 10200043, 16S2

Table of Contents
Acknowledgement...........................................................................................................................2

Executive summary.........................................................................................................................3

CHAPTER I: INTRODUCTION...................................................................................................4

1. Background..........................................................................................................................4

2. Rationale..............................................................................................................................4

3. Objectives.............................................................................................................................5

4. Research questions..............................................................................................................5

5. Methodology........................................................................................................................5

5.1 Research participant..............................................................................................................

5.2 Research instruments............................................................................................................

CHAPTER 2: LITERATURE REVIEW......................................................................................6

1. The forms of online shopping.............................................................................................6

2. The roles of marketing in business.....................................................................................6

2.1 The definition of marketing..................................................................................................

2.2 The role of marketing in Organizations...............................................................................

2.3 The impact of marketing on youngsters...............................................................................

3. Online shopping in Viet Nam..............................................................................................6

4. Consumers’ behaviors in online shopping.........................................................................7

5. The advantages of online shopping....................................................................................7

6. The drawbacks of online shopping.....................................................................................8

CHAPTER 3: ANALYSIS AND MAJOR FINDINGS.................................................................9

1. The status of online shopping recently...............................................................................9

2. Online students decision-making process..........................................................................9

3. Market behavior of students when making purchases on the Internet.........................10

4. The benefits of online shopping........................................................................................12

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5. The disadvantages of online shopping..............................................................................12

6. The effects of marketing on IBD students’ decisions......................................................13

RECOMMENDATIONS..............................................................................................................14

CHAPTER 4: CONCLUSION.....................................................................................................15

APPENDIX....................................................................................................................................16

REFERENCE................................................................................................................................19

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Acknowledgement
I would like to thank first and foremost my teacher Ms. Nguyen Thi Hong Hanh
(MA, MSc), who gave me the opportunity to conduct research and to help my study
usefully. Her creativity, dignity, dynamism, drive and great knowledge. She taught
me how to study and correct my mistakes as precisely as possible. This research and
analysis she led were there. I'm really grateful for what she gave me. Her guidance
supported me in my research and writing of this report. For her friendship, empathy
and lovely laughter, I could not imagine about my wonderful instructor because of
everything she did. I want to acknowledge her so much.

Furthermore, my project could not have been completed if I have no assistant from
my peers and my IBD colleagues who participated in my survey. I also want to
thank students in International Bachelor Degrees at NEU for helping me gather data
for my research

Nguyen Thi Thuy Nga

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Executive summary
The goal of my analysis is to accurately identify the impact of marketing strategy to
online shopping habits of IBD students, to profoundly interpret how these
promotions could influence their decisions when purchasing and to understand
exactly why IBD students usually buy online. This research aims to investigate how
the Internet media campaign functions, how businesses interact their advertisements
to their consumers and the benefits and drawbacks that IBD students have in the
online media. The 14 – item questionnaire is designed and randomly allocated to 47
IBD students. Based on the experiences of IBD students, almost students purchased
once times and these habits also bring about much more disadvantages than
traditional stores. They seem to be concern about private information which may
well be leaked by some ways. Some students suffer from fraud when purchasing
online. Generally, we are undeniable the features of online shopping, it is necessary
to be cautions with any information about yourself.

In literature review, there are 3 main parts: Firstly, marketing strategies appeal the
attention of the customers is mostly because of the promotions and vouchers which
play a powerful role in business. Secondly, through other research, I can understand
how those marketing strategies impact on customers’ purchasing decisions. Finally,
I find out both sides of online shopping so that I can propose some possible
solutions to buy online reasonably.

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CHAPTER I: INTRODUCTION
1. Background
The innovation of technology has brought in several forms of e-commerce of goods
and services through social networking sites for consumers, such as Facebook,
Instagram, Shopee, Tiki, Now…. Internet usage has increased dramatically in last
decades and it has become efficient means of providing and exchanging global
information, services and goods at global market. According to ACNielsen (2007),
more than 627 million people have made online transactions worldwide, Germans
and Britons are the largest online shoppers in the world who buy things like books,
food, flight tickets, clothes, footwear, games consoles and other electrical items on
the Internet. The online buying contribution via social media was generated by
customers' reviews, social group advice, references and ratings. In addition, because
of having various personality which may well have an impact on their online
shopping behaviors, through social media, sellers can interact directly and know the

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social patterns of their customers so that they can establish marketing campaigns
and increase sales.

Moreover, online shopping brings more benefits for both sellers and buyers in
comparison to traditional shopping. Before customers make a decision for purchase,
they can seek additional information to get some help as well as some more
opportunities to compare products and price. Sometimes, some discounts and
promotions attract shoppers’ attention which have a huge effect on purchase
decisions and stimulate their interests for these products as well. According to Moe
(2003), the attitude towards online shopping has demographic variables such as
gender, age, income. Besides, there are some barriers which contribute to the online
shopping behaviors of students due to lack of data security, non-risk distribution
and lack of quality assurances of products and services. Moreover, according to
Case, Burns and Dick (2001), “Internet knowledge, income and education are fairly
significant indicators of college students' Internet purchases”.

My study will focus on IBD students who usually use shopping online Apps for
purchasing to identify and analyze the factors impact on the IBD students’
behaviors and attitudes towards online shopping. The results of the study not only
recommend promotional methods for retailers, but they also raise consumers'
awareness of online shopping. In doing so, my research will attempt to seek some
images of status and show limitations for future research.

2. Rationale
According to Liao and Cheung (2000), “An increased number and diversity of
businesses and organizations are taking advantage of and developing Internet
market opportunities”. Generally, online shopping has increased to new heights
over the last decade and shown no signs down so it is more popular in society,
especially in universities because of its useful feature. Besides, many marketing
strategies were applied in businesses that influence IBD students’ buying decisions.

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On the other hand, Internet advertisement has a high impact on adolescents.

Therefore, I will do this topic to research about the perspective of IBD students
about the impact of marketing on online shopping behaviors.

3. Objectives
This research focuses on figuring out how IBD students buy online shopping
websites in terms of promotion and marketing strategy. Besides, through the data
collected, I will analyze and evaluate the influence of factors in marketing strategies
on IBD students’ purchasing decisions. Finally, based on analysis of these factors, I
will propose some reasonable purchasing solutions.

4. Research questions
- What is the trend of online shopping among IBD students?
- What factors affect their choice of online shopping?
- What effective ways to purchase online reasonably?

5. Methodology
5.1 Research participant
A survey of approximately 50 students studying in National Economics University
at the age of 19 who usually shop online. According to Lim and Dubinsky (2004),
“Typically, university students embrace new products and ideas the earliest
moment”. Because of that, they are great potential customers who should be focus
on kinds of online businesses for long-term success. Besides, to focus on comparing
online consumer behaviors and acquire significant results, this research will select
much more female than male students to answer the questionnaire. According to
Siddiqui (2003), this is due to female consumers have greater spending power and
enthusiasm for shopping experiences. Through the survey research to explore the
various consumers’ perception and behavior towards online shopping which
contribute this research completely.

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5.2 Research instruments

Firstly, primary data were obtained from the questionnaire in a representative
sample to analyze the characteristics of the students. The second is that the data
processing method has already been gathered for some other study.

CHAPTER 2: LITERATURE REVIEW

1. The forms of online shopping
According to American Marketing Association (n.d), marketing is a task within an
organizational structure and is a set of processes to create, communicate, deliver
value to customers, and to manage customer relationships in different ways to bring
benefits to the organization and members of the shareholders' council.

2. The roles of marketing in business

2.1 The definition of marketing
According to American Marketing Association (n.d), marketing is an undertaking
within an organizational structure and consists of a range of processes in which
consumer satisfaction is generated, communicated and managed in different ways in
order to promote growth for organization and members of the shareholders' council.

2.2 The role of marketing in Organizations

Marketing plays a powerful role in establishing relationships between consumers
and the company offering to market. Both large companies and small stores are
today competing for the same market, as a result, the existence of an organization
depends on its wise marketing activities, combined with financial functions within
its structure. Marketing not only make a profit for organizations, but it also allows
the business to develop a customer base. When more promotions and campaigns
from time to time was given, consumers tend to increase buying demand.
Additionally, because almost marketing is public activities via the Internet,

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companies find it easy to interact with their customers, and then meet the needs of
them. In short, companies won't be ignited without marketing and will therefore not
be exit any more.

2.3 The impact of marketing on youngsters

The emergence of technologies has enhanced the opportunities for teenagers to
come into contact with brands of multinational products on social media. Teens,
nowadays, are more curious and willing to be updated their interest and the Internet
as a means of exchange information for them to get it through. In general, digital
Marketing is a significant powerful and competitive form of contact to sell the
brand and goods.

3. Online shopping in Viet Nam

According to Simon and Sarah (2019), while there are now 59 million who access
to the Internet in Viet Nam, roughly 78% of Internet users in Vietnam between both
the ages of 16 and 64 purchase online. This statistic showed the dramatic growth in
the virtual shopping field because consumers spent plenty of their money
purchasing different kinds of products. As mentioned statistics above, a lot of
people regularly purchase clothes, food, personal clothing and toys for food, DIY&
category of hobbies as well as increase share accounts for watching movies online.
Generally, with the diverse desires of advertisers, what is really driving customers
to buy online is also growing. Besides, E-commerce industry provides a wide range
of goods with versatile and rich ways of payment such that customers can purchase
effortlessly online.

Despite its rapid development and boom, the phenomenon of taking advantage of
online businesses to commit illegal acts, causing damage to consumers is also more
and more common. Users often fall into the case of providing incomplete product
information, incorrect ingredients, not performing the responsibility of providing
invoices, transaction documents, violating warranty responsibility, distribution,
reception, transfer, products return, impaired delivery and without excuse no

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reminder or cancelation of the orders. Additionally, according to Simon and Sarah

(2019), “Electronic shopping will still account for a limited proportion of the overall
grocery market in Vietnam, with the IGD Asia estimates that by the year 2022 the
overall segment consumption will still be smaller than 0.5 percent.”

According to Nhat Tan (2019), currently, Vietnam is already in the early stages of
an e-commerce business, customers are still confused on their purchases, thus
minimizing individual disputes. Buying and e-commerce industry need the
initiative, awareness of the business and the professional capacity of the
enforcement officer.

4. Consumers’ behaviors in online shopping

According to Lim and Dubinsky (2004), online shopping behaviors consist of
comparing, decision-making, evaluating and browsing. Before make a final decision
to purchase, customers may search for information about what they want to buy on
websites including price, features, color, size, texture, and instructions. According
to Anderson and Srinivasan (2003), there were three groups which were driven into
categorized the individual online shopping: the first group demonstrated the risk on
web platforms, service efficiency, online shopping gain and consumption
experience has been shown; the second category is the mitigation risk - feathers and
goods on websites; the latter group began consumer actions. On the other hand,
according to Kortler and Armstrong (2010), the shopper's view of online shopping
is affected by numerous parameters of online app and web advertising that link their
mind to online shopping. Furthermore, the Internet, computer knowledge and
variable psychology are strongly driven by demographic change.

5. The advantages of online shopping

Online shopping across all age groups is more common. In this sort of sector, there
is exponential growth. There are many new online shops opening and vying to sell
merchandise. The online marketplace, however, establishes confidence and provides
easy possibilities for its customers. Shoppers are smarter; before making the final

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payment, they look for and compare items. Some people are also wary of buying
goods online and hate them, while others are frequent customers. Overcoming many
negatives, internet shopping has many more benefits.

6. The drawbacks of online shopping

Facility to use is the key explanation for e-commerce growth. Although the internet
is an easy and effective way to purchase commodities, others are less likely to use
that technology. They use the Internet as a place to learn more about a product
before they purchase. People also fear that online shoppers might become addictive.

A recent survey found that a majority of internet users do not know how to attack,
fraud or how they are affected. The greatest downside of online shopping is not
understanding how to keep yourself safe. You don't know even whether a store is
genuinely trustful and whether the items you pay for really are sent. The shop is
also just a scam to obtain credit card details and numbers from people in social
security. These forms of fraud have been reported time and again, but if an online
store is legal or whether there is no way to prove for sure.

Another disadvantage to buying online is that you don't know definitively what you
buy is something you actually desire to buy. Unlike a typical supermarket, you can't
see or know what you buy visually and you do not. You must also use the word
from the meaning of the product which online retailers usually plan cleverly for
people to attract. Let's assume, for example, you would like to purchase good
blankets. There are several types of blankets, and depending on the material used
and the comfort it provides each blanket is different. If you order a blanket from the
physical retailer, you can hold it and touch the blanket, because you know it's cozy
and pleasant. There's something of a jab in the dark online shopping. It's
undoubtedly one of the biggest problems surrounding internet sales that has brought
a lot of customers away.

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CHAPTER 3: ANALYSIS AND MAJOR FINDINGS

1. The status of online shopping recently

24%

13% 13% None

9% 1-2 times 54%
3-5 times
More than 5
times 22%
24% 41% I don't re-
member

I will purchase something when I get notifications

I just see without buying anything
I never read any notifications

Figure 1: The frequency of online Figure 2:How remind notifications

shopping of IBD students impact on buying

The pie chart (Figure 1) illustrates the percentage of IBD students who usually
make decisions to purchase online during 1 month ago.

Overall, while almost college students said that they shop online about 1-2 times
during a month, there was at least students who buy more than 5 times.

Widespread Internet usage is quite popular among the young students. Of the

surveyed respondents, well over 40% stated that they purchased online 1-2 times
per month. Followed by approximately 11 students made decisions for purchasing
which accounted for nearly 25%. Interestingly, the proportion of students who don’t
remember and no buying anything during one month was relatively similar, about
13% (6 participants). Finally, just 9% responders purchased more than 5 times.
Besides, there was nearly 55% of participants who admitted to be going to purchase
something by the time they got remind notifications, while some people just check
items without buying anything (about 22%) as the Figure 2 illustrated.

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2. Online students decision-making process

The bar chart (Figure 3) illustrates the aspects of online shopping which IBD
students consider the most.

Young customers seldom search online for in information about goods, but mostly
in order to visit them. It is fairly popular for other customers to order, compare
prices and read their views. For that purpose, one of the most significant aspect of
online shopping is low price goods, which accounted for 31%. The percentage for
views and thoughts of consumers and information on the method of delivery were
relatively similar, about 16% and 15% respectively. In addition, customer reviews
(roughly 25%) is a considerable importance for students consuming goods online.

feedback of other customers 25%

the time and cost of delivery 27%

low price products 31%

the method of delivery 15%

feature for sharing the views and opinions 16%

searching product 18%

0% 5% 10% 15% 20% 25% 30% 35%

Figure 3: The most important factors to be considered carefully when buying online

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3. Market behavior of students when making purchases on the Internet

Why did students choose to shop at online stores?

possibility to place your order at any time 14%

can compare the offers of different shops 10%
accurate information about the product 6%
special offers 8%
lower prices than in traditional stores 9%
time saving and convenience 12%
free delivery of goods 4%
more choice than in a traditional store 6%
the possibility of buying hard-to-reach goods 9%
the possibility of buying abroad 4%
0%
I don't know, it's hard to say
0% 20%

Figure 4: Reasons to shopping online

The bar chart (Figure 4) illustrates the attitude of IBD students to online shopping.
Generally, there are a huge number of reasons which motivate people buy
something at any time without going to traditional store. However, Internet
purchases may entail some risks in turn, but this form of sale provides more
convenience and prospects. The main reason for allowing shopping online for
young customers offered a flexible means of putting an order at any time (14 per
cent of the responses). They assume the other good factors are time savings and
flexibility for this form of shopping (about 12% of participants) and the freedom to
merge multiple shops (10 percent of responses). Additionally, the consumer choices
are spread for online shopping purposes as well as the ability to equate different
shops (10% of responses).

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Yes. I had a need that product/service

No. I didn't have a need but still purchased the
produc/service because of the promotion

2
4% 6
Always. Many hot
28% deal every day %
Often
41% Sometimes
Rarely
26% Never

7
4
%

Figure 5: The frequency of getting Figure 6: The need for products or

vouchers or promotions when using services that IBD students purchase
applications

The pie chart (Figure 5) gives information about how frequency getting promotions
of IBD students when using online buying applications.

As can be seen from the chart, most students sometimes get notifications about
vouchers to promote to buying online which account for well above 40%. In
addition, there was a similar level of people between who was always seen hot deal
every day and some participants got vouchers frequently, about 28% and 26%
respectively. Surprisingly, nobody is never given promotions when download online
buying apps. Besides, when asked if you had a need for products or services which
they purchased, approximately three quarters admitted that products and services
definitely meet a demand for what they want. In contrast, just a small number
(about roughly 25%) don’t need which they bought as Figure 6 shown.

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4. The benefits of online shopping

9%

11, 10% Convenience

34%
Better price
More variety
Easy to send gifts
12%
More control
Price comparisions and reviews

15%

20%

Figure 7: The advantages of online shopping

Figure 7 reveals the potential benefits of online shopping in daily lives. Generally,
the benefits of online shopping do influence consumers’ buying behaviors. In
particular, the results of my survey indicate that the major reason for online
purchasing is convenience while a few students see the reviews and price
comparisons before buying goods and services. 27 out of 46 responders (about
38,34%) supposed that buying online have positive impact on them because of
convenience compare to go to traditional stores. Additionally, it makes them get
lower prices, about 23,2% believed that. There was under 20% of responders find it
easy to send gifts for their lovers, more variety, more control and possible to
compare prices across different websites, about 14,12%, 17,15%, 11,10% and
10,9% respectively.

5. The disadvantages of online shopping.

For those students who buy online frequently, most of them shows that online
shopping is still a limited way which brings about various disadvantages. As a bar

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chart (Figure 8) illustrated, 26 out of 46 participants believed that they spent too
much time surfing and looking for products or services which definitely time-
consuming. In comparison, the percentage of lack of touching and contact with
products (roughly 50,8%) is slightly less than that of interactivity (about 52,2%). In
contrast, although personal information security is the most important issue, just
21,7% of responders worries about hacking when using applications for purchasing
online. Interestingly, there are exactly similar figure for some negatives effects on
environment and frauds, about 23,9%.

Negative environmental impact of Package 23.9%

Lack of shopping experience 28.3%

Leak private information 21.7%

Risks of Frauds 23.9%

Waste of time 54.0%

Lack of touch and feel of merchandise 50.8%

Lack of interactivity 52.2%

Delay in delivery 45.7%

0.0% 20.0% 40.0% 60.0%

Figure 8: The drawbacks of online shopping

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6. The effects of marketing on IBD students’ decisions.

35% Yes. Whenever I see an interesting

advertisement or hot deal, I will buy
something
No. I just buy something which I ac-
59% tually need
Maybe. When I get vouchers or
promotion

7%

Figure 9: How Marketing impact on IBD students' decision

When asked if you thought marketing have an impact on your purchasing decisions,
more than a half of IBD students admitted when they see an interesting
advertisement or hot deal, they will buy something immediately. Sometimes, they
don’t need much for items which they purchase. That habits may well cause them to
spend too much money and then make them get trouble in financial management
when stay far from their parents. Besides, this figure for students who just buy
products or services when they actually need account for 35%. Finally, students felt
“perhaps” just above 5%, this is mostly because marketing just influences the
decision bought if businesses offer discounts or promotions.

RECOMMENDATIONS
Based on the results of my study, I would love to give some couple ways to be
potential IBD students know exactly how to make purchasing decisions reasonably.

First and foremost, online shopping is expected to expand further as the growth of
Internet is increasing. In online shopping many items must happen to produce
higher prices to generate huge revenue for business and the secret to this is the

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advertisers' willingness to follow the boom-following strategies digital commerce.

Therefore, IBD students should make smarter decisions. To begin with, students
should not follow trends and buy items that they cannot afford, leading to a loan.
Before purchasing any goods, they may well compare them and follow the best
among them. In this ways, IBD students can avoid frauds and reduce negative
aspects of online shopping.

Finally, IBD students must be conscious of the risks of buying online. The worst
situations to happen if they are leaked private information and may well get troubles
about finances. This would dramatically increase revenues and benefits for
company and business work. Be careful with situations in the future.

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CHAPTER 4: CONCLUSION
To sum up, the research has been completed in 11 weeks. Students came up with an
idea about own topic and then wrote research proposal in 1 weeks. After that, they
created survey questionnaires and conducted study through google form. Next, the
data is used to create a graph, a table which shows how the marketing strategy
effect on buying behaviors of IBD students as well as indicate the benefits and
disadvantages of online shopping. Students wrote a final report on the survey and
presentation findings afterwards.

In summary, Internet usage is increasing and spreading into new life fields. IBD
students who have grown-up in a world open to personal computing, the Internet
and mobile technologies are one of the most influenced communities in this virtual
sector. The way they spend their free time affects their buying trends. The way they
reach items as well as promotions and vouchers by marketing strategy. Yu & Wu
(2007) offering customers more flexible prices and promotions or offering a one-
stop shopping service are some more examples that online stores can use to make
their business succeed. New media can overcome nearly infinite room and time in
the product market so that customers can buy goods from all over the world without
leaving their homes. For companies that appeal to this group of customers, positive
improvements in the behavior of young consumers are especially significant. The
Internet, which is arguably the most quickly evolving platform for contact with
customers, becomes a field of operation and provides them with sufficient, personal
offerings. The marketing's strong impact on IBD students' lives and patterns, which
derive from business behavior, should allow businesses to develop virtual
partnerships with young customers.

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The main purpose of this study is to find out the tendency of IBD students on
buying online. IBD students can purchase for benefits of marketing bring about.
They spent a huge amount of money to purchase goods and then it makes them
worry about disadvantages. This study definitely supposed that the marketing has a
huge effect on purchasing decisions.

Finally, this research provides some possible ways to tackle this problem that is
especially important to the way of thinking of IBD students. Current studies suggest
different ways to changing online buying habits to make more effective than
traditional store.

APPENDIX
Hi, guys. My name is Nguyen Thi Thuy Nga and I am a student in 16S2 class at
International Bachelor Degree. Today, I have a project which research about “The
impact of Marketing on online shopping among IBD students”. I hope you spend
several minutes filling in my questionnaire survey which definitely help me finish
this project. Thank for your help!

1. What is your age?

󠄀18

󠄀19

󠄀20-22

2. What is your gender?

󠄀Female

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󠄀Male

󠄀Not prefer to say

3. What social media applications do you use and how often do you use them?
(Select multiple options if you use more than one)

Very Occasionally Sometimes A lot Everyday

little

Facebook 󠄀󠄀󠄀

Instagram

Shopee

Lazada

Tiki

Now

Bae Min

Amazon

Sendo

Other (please
specific):

4.In the past 1 month, how many times have you made a purchase decision on a
social media sites?
󠄀None
󠄀1-2 times
󠄀3-5 times
󠄀More than 5 times
5.How purchase reminder notifications influence your decisions?

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󠄀I will purchase something when I get notifications

󠄀I just see without buying anything
󠄀I never read any notifications
6.When buying online, what are the most important factors do you consider
carefully?
󠄀feedback of other customers
󠄀the time and the cost delivery
󠄀low price products
󠄀the method of delivery
󠄀feature for sharing the views and opinions
󠄀searching multiple product
7.Why do you choose to shop at online store?
󠄀the possibility of buying abroad
󠄀the possibility of buying hard-to-reach goods
󠄀more choice than in a traditional store
󠄀free delivery of goods
󠄀time saving and convenience
󠄀lower prices than in traditional stores
󠄀s󠄀 pecial offers
󠄀accurate information about the product
󠄀can compare the offers of different shops
󠄀I don’t know, it hard to say
8.How often do you get vouchers or promotion when using applications?
󠄀Many hot deal every day
󠄀1 times/week
󠄀1 times/months
󠄀Never
󠄀I don’t care about this
9.Did you have a need for the product/service that you purchased?

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󠄀I had a need that product/service

󠄀I didn’t have a need but still purchased the product/service because of the
promotion.
󠄀Other (please specific): _____________________________________________

10. What are the benefits of online shopping?

󠄀Convenience
󠄀Better Prices
󠄀More variety
󠄀Easy to send gifts
󠄀More control
󠄀Price comparisons and reviews

11. How much money does your parents support you each month?
󠄀Nothing. I am currently having a part-time job which I make me charge by
myself.
󠄀Less than 2.000.000 VNĐ
󠄀2.000.000 VNĐ – 5.000.000 VNĐ
󠄀5.000.000 VNĐ – 10.000.000 VNĐ
󠄀More than 10.000.000 VNĐ
12. How much on average do you spend for every online purchase on social
media?
󠄀Less than 100.000 VNĐ
󠄀100.000 VNĐ - 500.000 VNĐ
󠄀500.000 VNĐ - 2.000.000 VNĐ
󠄀2.000.000 VNĐ and more
13. What are the benefits of online shopping?
󠄀Delay in delivery
󠄀Lack of touch and feel of merchandise in online shopping

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󠄀Lack of interactivity in online shopping

󠄀Lack of shopping experience
󠄀Risk of Frauds in online shopping
󠄀Negative Environmental Impact of Packaging and Gas
󠄀Spend too much time online
󠄀Leak private information
󠄀Other (please specific): ____________________________________________
14. Do you think marketing have impact on your purchasing decisions?
󠄀Nope. I just buy something I actually need
󠄀A little. When I get vouchers or promotion
󠄀Yes. Whenever I see an interesting advertisement or hot deal

REFERENCE
1.Dontu, Naveen and Adriana Garcia (1999), The Internet Shopper, Journal of
Advertising Research, V39 (3), 52-58.

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Nguyễn Thị Thúy Nga, 10200043, 16S2

2.Gefen, D. (2003), “TAM or just plain habit: a look at experienced online

shoppers”, Journal
3.Nguyễn Bình, 2020. 77% người xài Internet ở Việt Nam từng mua hàng online.
Retrieved 25 November 2020 from https://tuoitre.vn/77-nguoi-xai-internet-o-
viet-nam-tung-mua-hang-online-2020081817282187.htm.
of End User Computing, Vol. 15 No. 3, pp. 1-13
4.S. Alam and N. Yasin, An investigation into the antecedents of customer
satisfaction of online shopping, Journal of Marketing Development and
Competitiveness, vol. 5, no. 1, pp. 71-78, 2010.
5.T. Ahn, S. Ryu and I. Han, The impact of the online and offline features on the
user acceptance of Internet shopping malls, Electronic Commerce Research and
Applications, vol. 3, no. 4, pp. 405-420, 2005.

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