Ảnh hưởng của Taobao đến hành vi mua sắm của người tiêu dùng gen Z tại Thành phố Hồ Chí Minh

Abstract

Nowadays, for the rapid development of the internet as well as the fact that Vietnam is open to China in various aspects, it has created favorable conditions for Taobao - the largest e-commerce platform in China, to have the opportunity to enter the Vietnamese market. It is undeniable that Ho Chi Minh City is the place where the most exciting online trading activities take place in Vietnam, especially for the young generations. Therefore, conducting the analysis of Gen Z consumer’s behaviors in the e-commerce market is a necessity. The goal of this study is to identify Taobao's opportunities and challenges based on current young people's characteristics; as well as to find out the factors and measure their impacts on online customers’ purchasing decisions. The study was carried out by using two methods including qualitative and quantitative research. The research’s result displays that there are 4 factors that will affect the online purchase decisions of Gen Z consumers in Ho Chi Minh City on Taobao e-commerce platform; two factors that have a positive impact are Expectation of Price and Experience of Customers; 2 factors that have negative impacts are Website Satisfaction and Purchase Risk, which are statistically 5% significant according to the research model of the authors. The managerial implication drawn from the research results is to improve the quality of buying and selling activities on the e-commerce platform, paying special attention to the characteristics of the new customers, thereby applying suitable business campaigns to attract more customers Furthermore, it is aimed to improve the quality, forms of display and interface of Taobao.com website so that it becomes more appropriate to Vietnamese customers,enhancing supervision and reducing customer risks. Finally, it is imperative to always follow up on the reviews, catching, improving and promptly solving the problems that customers report when Taobao joins the Vietnamese market.