| As a result of the rapid development of the Internet and information technology,ecommerce has gradually become a convenient shopping method that is indispensable in the modern life.Being a Vietnamese postgraduate in China,having chance to experience the Chinese online shopping forums,I have found my life much easier.In the recent years,together with the global explosion,e-commerce in Vietnam has also made its remarkable progress recently.According Vietnam e Business Index report,the country's e-commerce growth rate reached 24% in 2017,which makes Vietnam one of the fastest growing countries in the world.Moreover,this growth rate will remain in the period between 2018 and 2020.Together with the expansion of e-commerce scale,the competition among businesses has also been severe.Customers' satisfaction,therefore,is now becoming number one goal to businesses.However,there has been little achievement in studying e-commerce in Vietnam.The factors affecting customers' satisfaction when purchasing online are not yet clear.Hanoi was chosen to be the target of investigation.This study used questionnaire to collect data,analyzed the factors influencing customers' satisfaction when they make purchases online.From that,some recommendation and guideline were made for the development of e-commerce in Hanoi in particular and around Vietnam in general.This paper is hoped to contribute to the literature of researching online shopping in Vietnam.The thesis,basing on summarizing the previous research,proposed a systems of factors to analyze the satisfaction of customers when shopping online(the design of online shopping forums,quality of information about the products,security and privacy policy,convenience,product,and customer services and logistic).To collect as many data as possible,the questionnaire was distributed in both printed and online form to participants in hand or via email addresses.All the data collected was processed by SPSS 20.0 for correlation analysis,factor analysis,and regression analysis.The results showed that all seven variables have their positive influence on the customers' satisfaction when they make purchases online.In this study,R Programming Language was also used to create quadrifid graphs of the factors affecting the satisfaction of Hanoian(Hanoi citizens)when shopping online so as to figure out the orientation e-commerce businesses should go to enhance customers' satisfaction.The thesis highly recommend Vietnam's e-commerce businesses improve web/ app quality,optimize design,enhance the quality of information,ensure information security,improve products' quality,and enhance serving capacity.To advance logistics services,it is recommended to have professional shipping company,upgrade shipping institution,and improve packaging quality.It is hoped to contribute to improve the satisfaction of Hanoi citizens when shopping online. |
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