Các thuộc tính quan trọng để thu hút người tiêu dùng trực tuyến tại Việt Nam

Taïp chí<br /> .+2$+&9j&1*1*+…ô1*ô .LQKQJKLÇP7KâFWLÆQ<br /> <br /> KEY ATTRIBUTES TO WIN ONLINE CONSUMERS IN VIETNAM<br /> CÁC THUỘC TÍNH QUAN TRỌNG ĐỂ THU HÚT NGƯỜI TIÊU DÙNG<br /> TRỰC TUYẾN TẠI VIỆT NAM<br /> NGUYEN DUC QUYNH LAN *<br /> NGUYEN DUC BAO LONG *<br /> Tóm tắt<br /> Mục đích của bài viết này là xem xét các thuộc tính quan trọng để thu hút được người tiêu dùng trực<br /> tuyến tại Việt Nam. Điều này được thực hiện bằng cách khám phá các yếu tố thúc đẩy người tiêu dùng<br /> Việt Nam mua hàng trực tuyến hoặc ngoại tuyến thông qua phân tích các yếu tố như giá tốt nhất, sở thích<br /> trang web, lựa chọn giao hàng tốt nhất và giá cả, chủng loại phong phú và sản phẩm & dịch vụ. Ngoài<br /> ra, nghiên cứu cũng đã khám phá cách thức quyết định mua bán trực tuyến bị ảnh hưởng bởi giới tính,<br /> tuổi tác, khu vực sinh sống, nghề nghiệp, trình độ học vấn và thu nhập. Các thuộc tính ảnh hưởng đến việc<br /> người Việt Nam mua trực tuyến hoặc ngoại tuyến đã được tiết lộ thông qua nghiên cứu định lượng bằng<br /> cách phân tích dữ liệu thu thập được thông qua bảng câu hỏi điều tra. Mẫu này bao gồm hơn 300 người<br /> hoặc đang mua hàng trực tuyến hoặc ngoại tuyến trả lời. Những phát hiện của nghiên cứu cho thấy rằng<br /> các thuộc tính chính để giành được người tiêu dùng mua sắm trực tuyến Việt Nam là giá tốt hơn, sở thích<br /> trang web, lựa chọn giao hàng tốt nhất /giá cả, chất lượng sản phẩm và dịch vụ. Một phát hiện thú vị nữa<br /> từ nghiên cứu này là nhóm nhà giàu có có thể gây ảnh hưởng tiêu cực đến trải nghiệm người tiêu dùng<br /> trực tuyến. Nghiên cứu cũng cho thấy những người trả lời từ 18 đến 36 tuổi có thu nhập trung bình 1000<br /> USD / tháng chọn mua sắm trực tuyến nhiều hơn các nhóm khác và người trả lời sống ở thành phố Hồ<br /> Chí Minh có xu hướng mua sắm trực tuyến nhiều hơn ở Hà Nội. Các yếu tố có lợi nhất của mua sắm trực<br /> tuyến đã được xác định là khả năng mua ở mức giá thấp hơn và thuận tiện. Nghiên cứu được thực hiện<br /> dựa trên các điều kiện chung và không chỉ định cho kinh doanh điện tử và có thể không nhất thiết phải áp<br /> dụng cho kinh doanh điện tử. Do đó, nghiên cứu trong tương lai có thể được thực hiện bởi nhóm sản<br /> phẩm. Các thuộc tính được xác định bởi nghiên cứu này có thể giúp Thương mại điện tử khởi động, giúp<br /> Thương mại điện tử quốc tế tiến vào thị trường trực tuyến Việt Nam để hình thành chiến lược tiếp thị trực<br /> tuyến tốt hơn về mặt địa lý, ưu tiên của khách hàng để thu hút người tiêu dùng Việt Nam mua hàng trực<br /> tuyến, sau đó chọn trang web của họ hơn người khác.<br /> Từ khóa: Trực tuyến, thương mại điện tử, thuộc tính, Việt Nam, người tiêu dùng.<br /> Summary<br /> The purpose of this paper was to look at key attributes to win online consumers in Vietnam. This was<br /> done by exploring factors that drive a Vietnamese consumer to buy online or offline through analysis of<br /> factors such as best price, website preference, best delivery option & price, rich assortment and product<br /> & service. In addition, the research was also explored how online decision affected by gender, age, areas<br /> of living, occupation, education level and income. The attributes that influence Vietnamese to buy online<br /> or offline have been disclosed through quantitative research by analyzing data collected via questionnaire<br /> survey. The sample was consisted of over 300 respondents who either are buying online or offline. The<br /> findings of the study indicate that the main attributes to win Vietnamese online shopping consumers are<br /> better price, website preference, best delivery option/price and quality of product and service. One more<br /> interesting finding from the research was the rich assortment can give negative affect online consumer<br /> experience. The research also showed that respondents of the 18 to 36 years age group with the average<br /> income of USD 1000 per month choose shopping online more than other groups and respondents living<br /> in Ho Chi Minh city tend to shop online more than those in Hanoi. The most beneficial factors of shopping<br /> online have been identified as the possibility of buying at lower price and the convenience. The research<br /> was done based on general conditions and do not specify to e-business and may not necessarily be appli-<br /> cable to e-business. Therefore, the future research can be done by product group. Attributes identified by<br /> this study could help e-Commerce Start-ups, International E-commerce entering Vietnamese online<br /> market to better form their online e-marketing strategies in terms of geography areas, customer prefer-<br /> ence to attract Vietnamese consumers online first, then choose their website over others.<br /> Keywords: Online, e-commerce, attribute, Vietnam, consumer.<br /> * Dong Do University, Vietnam<br /> Ngày nhận bài: 5/5/2018; ngày thẩm định 15/7/2018; ngày duyệt đăng: 15/9/2018<br /> 68 SỐ 4 (2018)<br />  Taïp chí<br /> .LQKQJKLÇP7KâFWLÆQ .+2$+&9j&1*1*+…ô1*ô<br /> <br /> Introduction Enabled by technology, the continued year over<br /> Research Background year growth in online shopping has been fueled by<br /> In many countries, shopping habits are changing a new generation of consumers who want greater<br /> fast. In the last decade, the use of e-Commerce has convenience, value and options. These poses both<br /> become very common following the spread of IT challenges and significant opportunities (KPMG,<br /> system such as laptops, tablets and smartphones. 2017).<br /> Today e-shoppers penetration is 43.5% in Asia According to the Ministry of Industry and Trade<br /> Pacific, 58% Europe and 70% in North America (MoT), Vietnam is one of the world’s fastest grow-<br /> (e-Commerce Foundation, 2017). More precisely, ing e-Commerce countries. The country’s e-Com-<br /> 83% of China consumers and 74% of Thailand merce market is growing by 35% a year, 2.5 times<br /> consumers purchase physical and virtual goods faster than Japan’s.<br /> (Statista, 2018). Mobility is everything, as we<br /> Over the past few years, Vietnam’s continuous<br /> spend on an average more than four hours per day<br /> rapid economic growth has manifested itself in its<br /> on our phones. For most e-Commerce sites, mobile<br /> population’s consumption power. Vietnamese<br /> visits now account for more than 50% of total<br /> Internet users have increased their online spending<br /> traffic. The biggest challenge is that 86% of that<br /> over the years. Currently their online average<br /> mobile time we spend in apps like social media and<br /> annual spending per user is USD 70.18, an increase<br /> messaging, and therefore significant less time in<br /> of USD 15.18 from 2016 (USD 55 per annum).<br /> browsers. So, you must find ways to engage the<br /> Vietnamese online shopping lists have also broad-<br /> customers where they are – how do you use the<br /> ened considerably, shifting from the initial selec-<br /> new channels to drive conversion both directly in<br /> tion of books to now a large collection of product<br /> the messaging and social interface like we do on<br /> categories, including fashion, electronics and<br /> Pinterest for example, but also by driving them to<br /> media, food and personal care, furniture and appli-<br /> your website (Jeff, 2017).<br /> ances, toys, hobbies, DIY and many others.<br /> According to VECITA, Vietnam e-Commerce has<br /> even reached 4.07 billion dollars in 2015 and<br /> expected to expand to 10 billion dollars 2020 (Viet-<br /> nam E-Commerce and information Technology<br /> <br /> <br /> <br /> Figure 1 B2C E-Commerce Growth Rate: By Country<br /> Source: e-Commerce Foundation, 2017<br /> <br /> Within the dynamic Asian region Vietnam is,<br /> fueled by the strong growth in GDP and regional<br /> developments like TPP, one of the fastest growing<br /> nations in the world and expected to continue to do<br /> so in the years to come.<br /> <br /> <br /> Figure 3 Vietnam Consumers Connect More<br /> and More Via Mobile<br /> Source: GWI Vietnam Report, Mar 2017<br /> Agency, 2016). Though there are different statistics<br /> from different sources, there is one general trend<br /> which is Vietnam e-Commerce market is rapidly<br /> growing.<br /> Figure 2 GDP Vietnam Development Vietnam vs World Though fast growth the past few years, Vietnam<br /> Source: World Bank e-Commerce is still in its infancy. Percentage of<br /> SỐ 4 (2018) 69<br /> Taïp chí<br /> .+2$+&9j&1*1*+…ô1*ô .LQKQJKLÇP7KâFWLÆQ<br /> <br /> retail sales made online in Vietnam is only 0.6% of Problem Statement/ Research question<br /> total retail sales while more mature market such as There were more than 10,000 e-Commerce<br /> China can reach 15.9%, Japan 4.4%, and our neigh- platforms and websites registered by 2015 in Viet-<br /> borhood countries such as Indonesia, Malaysia, nam, doubling the number from 2014 (VnExpress,<br /> Thailand already hit 1.7%, 1.1% and 0.8% accord- 2016). Vietnam e-Commerce market is quite young<br /> ingly ((E-marketer, 2015)). (only 5 years old). The largest players in the market<br /> are Lazada, Adayroi.com, Cho Tot, Senda.vn, The-<br /> gioididong, Tiki.vn, Shoppe. On top of local play-<br /> ers, Vietnam e-Commerce market is attracting<br /> many e-Commerce giants investing into the market<br /> such as Alibaba, JD, Amazon...<br /> <br /> <br /> <br /> <br /> Figure 4 Vietnam e-Commerce is Still in Its Infancy<br /> Source: Q&me, Google and Temasek, Figure 6 International E-Commerce Giants in Vietnam<br /> E-marketer July 2015 Source: Lazada, 2017<br /> <br /> In addition while only 39% of internet users has According to the survey of VECITA for the last<br /> purchased a product or service online, the penetra- 5 years, the application of e-Commerce in enter-<br /> tion rate is forecasted to reach 44.9% in 2022 prises not only focused on the big cities but also<br /> (Lazada, 2016). If we compare with our neighbor spread nationwide. Many new and diverse forms of<br /> market such as Thailand at 74%, Indonesia at 79%, businesses are operated and implemented (VECI-<br /> this forecast is not a dream. TA, 2015).<br /> With large population at 94.5 million (World<br /> Bank, 2016), fast GDP growth, income increase,<br /> more and more people are connected to internet,<br /> mobile, fast smartphone pentration growth, Viet-<br /> nam e-Commerce are having fundamentals in place<br /> for an explonential growth and attraction for<br /> investment both from internation players as well as<br /> startups.<br /> <br /> <br /> <br /> <br /> Figure 7 Notification/registration e-Commerce<br /> websites confirmed in Vietnam<br /> Source: VECITA, 2015<br /> <br /> Figure 5 Vietnam e-Commerce Key Advantages<br /> for Growth<br /> Source: Tradingecomonics.com, 2017<br /> 70 SỐ 4 (2018)<br />  Taïp chí<br /> .LQKQJKLÇP7KâFWLÆQ .+2$+&9j&1*1*+…ô1*ô<br /> <br /> Consumers’ perception and consumption model e-Commerce market) and ASEAN. It looks<br /> patterns have changed a lot in the mobile Internet at the technological factors, consumer related<br /> age. As new purchase desires and demands are factors as well as factors of pricing and factors of<br /> created, consumers have higher and new demands product and service. Reviews of generation behav-<br /> for the connotation and denotation of goods, iors toward online shopping versus traditional<br /> consumption scenarios and experience along with shopping are also posted in this chapter. The Chap-<br /> consumption upgrade and update, thus consump- ter also goes into details of research and studies on<br /> tion demands have various new business formats. some research and development concepts related to<br /> Accurate understanding of consumers’ demands is the e-Commerce Consumer Behaviors.<br /> an important premise for enterprises to follow the Best Price<br /> trend and readjust strategic orientation (Deloitte, When consumers were asked what factors moti-<br /> 2015). Along of the market growth, to get growth vated them to buy online instead of going to a shop,<br /> and opportunity momentum, understanding how the top reasons were time flexibility and cost<br /> consumers expect, how they behave are very criti- savings (KPMG, 2017)<br /> cal to win the online consumers in Vietnam.<br /> Competition is tougher and tougher. KPMG<br /> reports has shown that, although price was cited by<br /> 36% of consumers as a top factor in deciding which<br /> website to buy from, having the most competitive<br /> price won’t guarantee a sale. Having the right prod-<br /> uct mix is no longer suffcient to attract the new<br /> wave of consumers including<br /> Millennials, who are entirely focused on one<br /> transaction – theirs Consumers today are shopping<br /> all the time and everywhere; and in a truly global<br /> online marketplace, products can easily be<br /> purchased from retailers and manufacturers located<br /> Figure 8 Reasons consumers shop online instead<br /> anywhere in the world – or from those with no<br /> of in stores<br /> physical retail locations at all. Understanding what<br /> drives a consumer to buy online or offline, why do Source: KPMG, 2017<br /> they trust these website over others are critical for Price was a critical factor for customer on online<br /> e-Commerce players to formulate their best offer- shopping (Heim and Sinha, 2001). However, Li et<br /> ings as well as marketing strategies. What influence al. (1999) argued that often online shoppers were<br /> winning the online consumers in Vietnam? not price-sensitive, cause of these consumers’ price<br /> - Does the best price influence winning the comparisons among different e-retailers on each<br /> online consumers in Vietnam? product was time consuming and the price differ-<br /> ence was very small.<br /> - Does the website preference influence<br /> winning the online consumers in Vietnam?<br /> - Does the best delivery options/price influ-<br /> ence winning the online consumers in Vietnam?<br /> - Does the rich assortment influence winning<br /> the online consumers in Vietnam?<br /> - Does the product/service influence winning<br /> the online consumers in Vietnam?<br /> Literature Review<br /> This Chapter reviews literature that is relevant to<br /> the research conducted for this thesis. It explores Figure 9 Consumer Opinion: Where to buy<br /> the development and current status of the world Source: KPMG, 2017<br /> e-Commerce industry as well as that of China (a<br /> SỐ 4 (2018) 71<br /> Taïp chí<br /> .+2$+&9j&1*1*+…ô1*ô .LQKQJKLÇP7KâFWLÆQ<br /> <br /> Price and Delivery options are one of the most particularly in certain categories such as electron-<br /> important factors to drive consumers online ics. Having a website that consumers like and/or<br /> (KPMG, 2017). trust is also important, especially in Asia, where<br /> consumers said buying from a preferred website<br /> was more important than price (KPMG, 2017).<br /> According to many authors, an effective website<br /> design is critical to the success of electronic com-<br /> merce, and the functionality, usability, ease-of-nav-<br /> igation and interfaces of the websites themselves<br /> are vital building blocks for sustainable success<br /> (Constantinides, 2004; Yen et al., 2007; Lim et al.,<br /> 2009, Colla and Lapoule, 2011)<br /> Figure 10 Consumer Behavior: Purchase Decision Best Delivery Options/ Price<br /> Source: KPMG, 2017 Price and Delivery options are one of the most<br /> Website Preference<br /> Consumers generally do not possess perfect<br /> information prior to purchase (Biswas and Biswas,<br /> 2004) and thus can only indirectly assess the quali-<br /> ty of products offered on e-commerce sites via the<br /> latter’s web interface (Jiang and Benbasat, 2004).<br /> Conceivably, consumers’ purchase intentions are<br /> driven by the extent to which their positive feelings<br /> about e-commerce sites are induced by trustworthy<br /> signals that are costly to manipulate (Walther and Figure 11 Consumer Behavior: Purchase Decision<br /> Parks, 2002). Source: KPMG, 2017<br /> Park and Kim (2003; 17) stated that consumers' important factors to drive consumers online<br /> trust to a provider or supplier results with becoming (KPMG, 2017).<br /> committed to the company. Trust issue is exceeding Young generation are no longer satisfied to<br /> with a few successful transactions, after individuals place orders via mobile phones, they also hope to<br /> start feel safe and believe that this supplier answers receive goods more quickly. Instant gratification<br /> their needs and wants. On the other hand, provided has become a feature of this generation of users.<br /> information is another issue in terms of online Some research show that 63 percent of post-80s<br /> shopping for Park and Kim (2003;17). Since online and 90s are very interested in same-day delivery,<br /> shopping is an activity which related to a comput- even half of them are willing to pay premiums for<br /> er-system, individuals cannot touch or feel prod- it. Therefore, enterprises can provide instant servic-<br /> ucts. Therefore, their decisions based on the infor- es such as same-day delivery, online purchase and<br /> mation that provided by online retailer. Information offline pickup, etc., to keep pace with the consump-<br /> issue not only important in terms of availability tion habits of the young generation and improve<br /> situation, it is also important in convenience and user experience. Finally, in terms of aftersales<br /> personalization concept. Web site design, access to service, enterprises can simplify procedures and<br /> information, access time to information also influ- optimize service experience through a series of<br /> ence on behaviors of consumers. aftersales services provided directly on APP<br /> There is a positive relationship between including goods exchanging and purchase feed-<br /> consumers’ familiarity with an e-commerce site backs (Deloitte, 2017).<br /> and their trust in this site (Kim et al., 2008). As Last mile delivery is one of the paint paints of<br /> during the final product decision stage, price online shopping in China (Fung Business Intelli-<br /> remains as the most common consideration when gence, 2017)<br /> consumers are deciding where to buy (Figure 2.8),<br /> <br /> <br /> 72 SỐ 4 (2018)<br />  Taïp chí<br /> .LQKQJKLÇP7KâFWLÆQ .+2$+&9j&1*1*+…ô1*ô<br /> <br /> <br /> <br /> <br /> Figure 12 Waiting for the online purchase is not Figure 14 Stated Market Consideration Factors<br /> always an exciting experience Source: Lazada, 2017<br /> Source: Fung Business Intelligence, 2017<br /> <br /> Rich Assortment Product and Service<br /> Merchandising includes product-related charac- Many consumers who are deciding to buy<br /> teristics such as assortment, variety, and product in-store because they are concerned about prod-<br /> information (Jarvenpaa and Todd, 1997). Rich ucts/services and delivery time.<br /> product assortment can increase the probability that<br /> consumer-needs will be met and satisfied. The<br /> online shopping environment enables consumers to<br /> reduce their decision-making efforts by providing<br /> vast selection, information screening, reliability,<br /> and product comparison (Alba et al, 1997). The<br /> research conducted by Q&Me shown that Product<br /> variety is one of the reasons to shop online for Viet-<br /> namese (Q&Me, 2017).<br /> <br /> <br /> <br /> <br /> Figure 15 Reasons Consumers<br /> Shop in Stores instead of Online<br /> Source: KPMG, 2017<br /> <br /> Price/promotions and product features drive<br /> most purchase decisions globally.<br /> <br /> Figure 13 Reasons to Shop Online<br /> Source: Q&Me, 2017<br /> <br /> <br /> Product detail, fast delivery, cash-on delivery,<br /> wide product range and product reviews are stated<br /> drivers to online shopping (Lazada, 2017).<br /> <br /> Figure 16 Consumer Behavior: Purchase Decision<br /> Source: KPMG, 2017<br /> <br /> SỐ 4 (2018) 73<br /> Taïp chí<br /> .+2$+&9j&1*1*+…ô1*ô .LQKQJKLÇP7KâFWLÆQ<br /> <br /> Research Methodology Data Collection<br /> Research Framework This research used interviews, questionnaires<br /> This research is mainly to test the relationship and documents provided by the organisation as part<br /> between the online consumers’ behavior and its of the data collection process during this study.<br /> influencing factors through measuring the percep- As most respondents are spread amongst Ho Chi<br /> tion of survey participants of statements related to Minh City, Hanoi and other provinces, question-<br /> factors. Therefore, Descriptive and Exploratory naire have been collected through Google Forms<br /> Research has been chosen as the most appropriate for collaboration. In general there were no prob-<br /> methodology for this study, as it is explanatory and lems encountered with this process.<br /> theory building research. Yin (1994) explains how<br /> The objectives of the research and questionnaire<br /> and why questions are explanatory. Such questions<br /> were stated clearly in the introduction to ensure the<br /> deal with operational links needing to be traced<br /> participants understood what was required of them.<br /> over time, rather than mere frequencies or<br /> incidence, which supports the research question. Data Analysis and Findings<br /> Multicollinearity<br /> The researcher identified five factors that might<br /> Table 1 shows the test of collinearity. The values<br /> have relationship with the online consumers’<br /> of the independent variables are in the range of<br /> behavior in Vietnam including technological<br /> 1.435 and 3.894, which is much lower than 10.<br /> factors, consumer related factors, factors of pricing<br /> Therefore, multicollinearity issue does not exist.<br /> and factors of product/service.<br /> Independent Variable Tolerance VIF<br /> Best price<br /> Best Price .620 1.612<br /> Website preference Website Preference .498 2.007<br /> <br /> Best delivery options/ price Winning the online<br /> Best Delivery options/price .415 2.407<br /> consumers in Vietnam<br /> Rich assortment Rich Assortment .522 1.917<br /> <br /> Product/ service Product and Service .428 2.335<br /> <br /> <br /> <br /> <br /> Figure 17 Attributes Winning Online Consumer Table 1 Test of Collinearity<br /> Theoretical Framework Factors Analysis Results on Key attributes on<br /> Research Hypotheses winning online consumers<br /> Based on the above discussion, hypotheses were Reliability test was conducted to test the reliabil-<br /> developed to predict the overall relationship ity of primary data before proceeding to factor<br /> between winning online consumers and some relat- analysis. Table below shows the Cronbach’s alpha<br /> ed factors. values for independent variables “Best price, Web-<br /> - H1: There is a relationship between best site Preference, Delivery options/price, Rich<br /> price and winning the online consumers in Vietnam assortment, Product and Service” and dependent<br /> - H2: There is a relationship between website variable “Winning the online shopping consum-<br /> preference and winning the online consumers in ers”. All the Cronbach’s alpha values are higher<br /> Vietnam than 0.6 (Malhotra, 2004), and it may be safely<br /> assumed that all the constructs are proven internal-<br /> - H3: There is a relationship between best ly consistent or reliable.<br /> delivery options/price and winning the online<br /> consumers in Vietnam Variables Alpha Items Conclusion<br /> Best price 0.734 5 Accepted<br /> - H4: There is a relationship between rich Website preference 0.725 5 Accepted<br /> Best delivery options/ price 0.752 5 Accepted<br /> assortment and winning the online consumers in Rich assortment 0.832 5 Accepted<br /> Product/ service 0.796 5 Accepted<br /> Vietnam Winning the online consumers in Vietnam 0.712 5 Accepted<br /> <br /> - H5: There is a relationship between<br /> product/service and winning the online consumers<br /> in Vietnam<br /> <br /> 74 SỐ 4 (2018)<br />  Taïp chí<br /> .LQKQJKLÇP7KâFWLÆQ .+2$+&9j&1*1*+…ô1*ô<br /> <br /> Table 2 Cronbach’s alpha ed. P-value for Best Delivery Option/ Price, Rich<br /> Besides, as tested above, the Cronbach’s alpha Assortment, Products & Service are greater than<br /> value of “Best Price”, “Website Preference”, “Best the common alpha level of 0.05, which indicates<br /> Delivery Options/price”, “Rich Assortment”, that it is not statistically significant. Beta of Web-<br /> “Product and Service” are both above 0.6, which site Preference =0.154 which is mostly significant.<br /> means that they are accepted as factors of the<br /> framework. Therefore, construct validity test on<br /> Unstandardized Standardized<br /> lecturers’ development strategy indicates that these Model Coefficients Coefficients t Sig.<br /> five constructs are valid for further analysis. B Std. Error Beta<br /> (Constant) 1.861 .156 11.947 .000<br /> Hence, multiple linear regression analysis ensues Best price .151 .075 .141 2.029 .043<br /> to investigate the influence of these five constructs 1<br /> Website preference .205 .103 .154 1.989 .048<br /> Best delivery options/ price .144 .116 .142 2.123 .040<br /> on lecturer’s development strategy. Rich assortment .121 .131 .101 1.992 .398<br /> Product/ service .169 .121 .116 2.238 .045<br /> Multiple Linear Regression Between Win- a. Dependent Variable: DV5<br /> ning Online Shopping Consumers and Its<br /> Attributes Table 5 Coefficients<br /> In Table 4.11, the adjusted R-square of multiple P-value for Best price, Website preference, Best<br /> correlation coefficient (adjusted R2) value indi- delivery option/ Price, Products/ Service < 0.05 <br /> cates that 44%% of the variances associated with related<br /> Winning Online Shopping Consumers can be P-value for Rich assortment is greater than the<br /> explained from the 5 development characteristics. common alpha level of 0.05, which indicates that it<br /> Model R R Square Adjusted R Square Std. Error of the Estimate<br /> is not statistically significant.<br /> .664a 0.441 0.44 0.64271 Beta of Website preference = 0.154  mostly<br /> Predictors: (Constant), Best price, Website preference, Delivery options/ price, Rich<br /> assortment, Products/ Service significant<br /> Summary of Hypotheses<br /> Table 3 Model Summary Through results from data analysis, the five<br /> The output of the ANOVA analysis shows that hypotheses of this research are proved to be<br /> there is a statistically significant difference supported. Hypotheses findings are summarized as<br /> between the factors. We can see that the signifi- followed:<br /> cance level is 0.000 (p = .000), which is below<br /> No. Hypothesis Results<br /> 0.05. and, therefore, there is a statistically signifi- 1 There is a relationship between best price and winning the online Supported<br /> cant difference among the factors analyzed. 2<br /> consumers in Vietnam<br /> There is a relationship between website preference and winning the Supported<br /> online consumers in Vietnam<br /> 3 There is a relationship between best delivery options/price and Supported<br /> Model Sum of Squares df Mean Square F Sig.<br /> winning the online consumers in Vietnam<br /> Regression Regression 10.907 5 2.181 5.281 4 There is a relationship between rich assortment and winning the Supported<br /> 1 Residual Residual 126.813 307 .413 online consumers in Vietnam<br /> Total Total 137.720 312 5 There is a relationship between product/service and winning the Supported<br /> online consumers in Vietnam<br /> a. Predictors: (Constant), Best Price, Website Preference, Best Delivery Options/Price, Rich<br /> Assortment, Product and Service<br /> b. Dependent Variable: Winning Online Shopping Consumers<br /> <br /> Table 6 Hypothesis Summary<br /> Conclusions<br /> Table 4 ANOVA The overall conclusion was that the five identi-<br /> Model 1 in Table 13 shows the coefficients for fied attributes can be parts of the Startups, Enter-<br /> the five predictors’ variables with Winning Online prises strategies on growing eCommerce in Viet-<br /> Shopping Consumers as base level. The significant nam. From this framework, policy makers,<br /> value of constant (p < 0.05) indicates that there is researchers and enterprises can cooperate to devel-<br /> relationship between Winning Online Shopping op a better environment for eCommerce market to<br /> Consumers and its components. P-value for Best grow. Implication of the quantitative and qualita-<br /> Price & Website Preference < 0.05 which are relat- tive theory and practice emanating from the find-<br /> <br /> <br /> <br /> <br /> SỐ 4 (2018) 75<br /> Taïp chí<br /> .+2$+&9j&1*1*+…ô1*ô .LQKQJKLÇP7KâFWLÆQ<br /> <br /> ings were discussed in depth and implications online shopping offers better variety than tradition-<br /> involving policy were speculated upon based on a al stores.<br /> review of the literature. This research has contribut- - The fact that online consumers rely on pictures,<br /> ed to the body of knowledge by providing a theoret- images, description of the website/platform to<br /> ical framework for proving the relationship purchase products. People also believe that detailed<br /> between winning online consumers in Vietnam and description and information availability to every<br /> its possible attributes. product is important when shopping online.<br /> The study also raised questions requiring further - Vietnamese consumers love shopping online<br /> research that is theoretical and practical interest. and they believe that that online shopping trend is<br /> Improving and boosting eCommerce in Vietnam given and will be taking over a big part of tradition-<br /> will continue challenge the enterprises, governors, al shopping. The biggest concerns are security and<br /> managers and researchers. Therefore, this is a topic trust over the websites.<br /> that will continue to have and require continuous<br /> Product price and website preference are the<br /> research.<br /> most factors over winning online consumers in<br /> Findings Vietnamese in which trust over e-tailers, website<br /> Statistics and results from the analysis reveal appearance, website user-friendliness, the ability<br /> many things about the five factors that have influ- for customers to interact with platforms, terms and<br /> enced on winning the online consumers in Vietnam. conditions of the platforms over online purchase<br /> - Product categories that customers frequently transactions are all critical to win online consumers<br /> purchase online are household/appliances, elec- from one platform over another, from traditional<br /> tronics, clothing, cosmetics, toys and books. shopping over online shopping.<br /> <br /> - Vietnamese people have had the tendency There are three specific objectives in this<br /> purchasing online. research. Two of them have been addressed after<br /> this analysis.<br /> - Many people agree that price is important for<br /> them to decide buying online and they will prefer - Objective number one: find out consumers<br /> online shopping only if online prices are lower than perceptions over e-Commerce, Online Shopping<br /> offline prices. and their belief on the future of e-Commerce indus-<br /> try in Vietnam. The research results have shown<br /> - However, price is not enough to convert people<br /> quite clearly that e-Commerce in Vietnam is booming<br /> from offline to online. Many people also agree that<br /> and evolving. The rapid growth of the internet and<br /> they must trust an e-retailer before making a<br /> mobile usage has been helping e-Commerce to be<br /> purchase and the ease and user-friendliness of the<br /> established as a new shopping channel rapidly.<br /> website will win consumers from one website over<br /> Though Vietnamese online consumers have some<br /> another.<br /> concerns over online shopping, the answer to the<br /> - Most of the survey participants also agree that question whether online consumers believe in e-Com-<br /> one of the conveniences of online shopping is home merce growth and future in Vietnam is “Yes”. They<br /> delivery which is important for consumers. Along continue purchasing online. The average revenue per<br /> with this, order tracking visibility, delivery speed user continues increasing from US dollar 55 in 2016 to<br /> and shipping fee are important for consumers and US dollar 70.18 currently.<br /> impact consumer experience. - Objective number two: find out five attributes of<br /> - Many people believe that large selection of winning online consumers in Vietnam have been iden-<br /> products is also important for consumers to decide tified including: best price, website preference, best<br /> purchasing online. However, it does not mean that delivery options/price, rich assortment and product<br /> and service. Of which, “website preference” is the<br /> 76 SỐ 4 (2018)<br />  Taïp chí<br /> .LQKQJKLÇP7KâFWLÆQ .+2$+&9j&1*1*+…ô1*ô<br /> <br /> most critical, even over “Best price” while “Rich tions and do not specify to a particular e-business<br /> assortment” can give negative impact. Having trusted and may not necessarily be applicable to a particu-<br /> website will always be important. Competitive pricing lar e-business. Therefore, the future research can be<br /> is expected to rise in the importance during the selec- done by product group.<br /> tion what website to purchase. Price and promotions<br /> Practical implications<br /> most likely influence consumers’ decision on what<br /> product or brand to buy online. Advances in technolo- Attributes identified by this study could help<br /> gy, data technology, logistics, payment methods, E-commerce Start-ups, International E-commerce<br /> consumer demand for convenience and trust are entering Vietnamese online market to better form<br /> their online e-marketing strategies in terms of<br /> much higher than before. Price is important for online<br /> consumers. However, price does not guarantee sales. geography areas, customer preference to attract<br /> Shopping experience, keeping pace with consumers’ Vietnamese consumers online first, then choose<br /> preferences today and tomorrow are important with their website over others.<br /> all enterprises, especially e-Commerce enterprises Recommendations<br /> to attract and win online consumers. Beyond quick Human resource development for e-Commerce<br /> and good customer service, the right content strate-<br /> Vietnam is thirsty for e-Commerce talents.<br /> gy is also critical. The research results have shown<br /> According to Vietnamworks.com (ranked in the<br /> e-Commerce Startups, new entrance, and even<br /> 171thplace among the most visited websites in<br /> growing e-Commerce platforms that to win, they<br /> Vietnam15), the labour demand of the internet/<br /> need to transform and build a customer-centric and<br /> online media category has dramatically increased<br /> virtually borderless operating model. The facts are<br /> in recent years. The vacancies related to e-com-<br /> online consumers easily move back and forth<br /> merce including internet/ online media staffs hold<br /> between online and offline, from one website to<br /> 9% of the total advertised vacancies on this web-<br /> another website to check prices before deciding the<br /> site. Up to September 2015, Vietnam had more than<br /> online purchase, having the efficient supply chain,<br /> 513,000 enterprises with more than 12.8 million<br /> the lean and agile last mile operations will be<br /> labours. According to Vecita’s 2015 survey,<br /> important for e-Commerce enterprises. Younger<br /> approximately 45% of enterprises had websites on<br /> generation are increasingly comfortable with<br /> which information was periodically updated. The<br /> buying products online without seeing them first.<br /> number of enterprises having websites was around<br /> However, they also have much higher demand for<br /> 200,000. If each enterprise is estimated to have one<br /> quick delivery, low shipping fee or even free ship-<br /> e-Commerce specialized staff that may be a techni-<br /> ping. Companies will need to innovate in order to<br /> cal, online sale, marketing, staff, delivery or human<br /> have shorter delivery time, lowest last mile cost in<br /> resource management staff; or manager…, the total<br /> order to satisfy demanding consumer expectations<br /> e-commerce specialized staffs could reach at least<br /> if they would like to win online consumers. The<br /> 200,000 (Vecita, 2017). Availability of well-trained<br /> research results have met the research objectives,<br /> resource will be critical to boosting the growth of<br /> helping companies to understand that providing<br /> Vietnam e-Commerce as well as facilitating<br /> positive and unique shopping experience is one of<br /> employment goals. Hence adequate steps should be<br /> the most critical motivators to win.<br /> taken by government to ensure availability of quali-<br /> - The final objective will be addressed in the ty resource for e-Commerce. Colleges, Universities<br /> recommendation. and Vocational School should be encouraged to<br /> Research limitations formulate a Training Programme, Materials, Meth-<br /> The research was done based on general condi- ods, source of qualify lecturers for e-Commerce.<br /> <br /> <br /> SỐ 4 (2018) 77<br /> Taïp chí<br /> .+2$+&9j&1*1*+…ô1*ô .LQKQJKLÇP7KâFWLÆQ<br /> <br /> Enhance Consumer Trust Toward E-Com- tion in the multi-channel environment, and large<br /> merce numbers of customers spend 90 percent time to<br /> One of the key factors to grow e-Commerce browse products for a comprehensive research<br /> share in Vietnam is to improve consumers’ trust- before purchasing. Big data can be explored in<br /> worthiness toward e-Commerce. This require the order to facilitate the last-mile service to achieve<br /> effort from both enterprises and government. rapid delivery. With the popularity of digital<br /> E-tailers can pay attention to building their reputa- channels and mobile terminals, retail enterprises<br /> tion, invest more on online or offline advertise- must deepen the layout of multiple touch points<br /> ments, pay attention to the reviews generated by and channels, to realize interactive, personalized<br /> consumers, which spread fast in the online environ- and socialized marketing which need a lot of<br /> ment. E-tailers also need to invest into information innovations from data technology.<br /> quality and security protections for consumers. Innovative Business Model to Improve Efficiency<br /> Information quality here refers to ensure the accu- Consumers shop online to save money. poor<br /> racy, completeness, and updates of the product<br /> logistics infrastructure and last mile networks, poor<br /> information on their websites (the products display<br /> reverse logistics, Cash on Delivery, lack of an<br /> style, virtual design of the website, and photograph<br /> processing…). E-tailers can select trusted and repu- effective online payment mechanism, ineffective<br /> table payment tools, invest into data protection administration and legislation leads to higher costs.<br /> which can help improve the security protection for In addition, omni-channel construction, coopera-<br /> consumers. tion amongst leading enterprises are potential solu-<br /> Enhance online shopping experience through tions toward last mile bottlenecks, facilitate the<br /> data technological innovations optimization and upgrade of the whole supply<br /> More and more innovative technologies should chain. From the enterprise perspective, investments<br /> be applied in order to enhance customer experi- into own delivery and payment capabilities can be<br /> ence, e.g. integrate virtual information into the real considered in order to meet the growing demand as<br /> world to generate more comprehensive experience well as improve the efficiency, raising customer<br /> through integration of virtual information and reali-<br /> experience into e-Commerce. From policy maker<br /> ty. According to Deloitte’s 2015 Global Mobile<br /> perspective, legislation for e-Commerce should be<br /> Consumer Survey, China Edition, almost all<br /> awakened mobile consumers across the world put in place so that enterprises are more confident<br /> check their phones at least once in three hours, into investing and pushing the industry growth.<br /> while in emerging markets 93 percent awakened Logistics infrastructure such as freighters between<br /> consumers check their phones in one hour or Ho Chi Minh and Hanoi, road conditions, port<br /> less, and people in the Asia Pacific region are condition…need improvement to bring down total<br /> most addictive to smartphone. Socialized online logistics cost.<br /> shopping is a critical trend drive users’ final<br /> Cross border e-Commerce<br /> purchase if enterprises can integrate functions<br /> such as socializing, payment and shopping. Con- Retail sales of import e-commerce still account-<br /> sumers can know product information more ed for a relatively small proportion in the online<br /> quickly through various devices (e.g. retail market in Vietnam. There is a huge potential<br /> cell-phones, tablets, PCs) and Internet platforms for the development of import e-commerce retail<br /> (e.g. search engines). Consumers continue to business given the trends. This need the support<br /> spend more time on obtaining product informa- from government in terms of policies, tax tariff,<br /> <br /> 78 SỐ 4 (2018)<br />  Taïp chí<br /> .LQKQJKLÇP7KâFWLÆQ .+2$+&9j&1*1*+…ô1*ô<br /> <br /> customer formality process, legislation such as 2016. Deloitte.<br /> permits, licences, logistics infrastructure. From 6. Chung‐Hoon Park et al. (2003). Identifying<br /> enterprise perspective, cross border supply chain key factors affecting consumer purchase behavior<br /> management and operation model need to be trans- in an online shopping context.<br /> formed and make it more efficiency. 7. Constantinides, E. (2004). Influencing the<br /> Investment boosts the development of innova- online consumer’s behavior: the Web experience.<br /> tive business 8. Dardy, A. (2017). Vietnam E-Commerce,<br /> Need For Speed.<br /> e-Commerce industry is finance intensive. A<br /> 9. Dohert, N. F. ( 2010). Internet retailing: the<br /> great financial pressure to local enterprises in order<br /> past, the present and the future.<br /> to compete with international players. Financing<br /> 10. Eleonora et al. (2014). The impact of<br /> raising, M&A have become an essential stage for e-Commerce on final deliveries: alternative parcel<br /> the transformation of traditional retailing enterpris- delivery services in France and Germany.<br /> es and as well as local e-tailers. This will need a 11. Enrico e al. (2012). E-commerce: exploring<br /> strong support from government from both policy the critical success factors.<br /> as well as support. 12. Fei Liu et al. (2017). The art of appeal in<br /> electronic commerce: Understanding the impact of<br /> REFERENCES product and website quality on online purchases.<br /> 1. al., G. e. (2015). Consumer Behavior<br /> 13. (2017). Global E-Commerce Report 2017.<br /> towards online shopping of Smart Phones in Male- E-Commerce Foundation.<br /> gaon City.<br /> 14. Jano et al. (2017). Destination website<br /> 2. al., Ž. e. (2015). E-Commerce Factors quality, users’ attitudes and the willingness to<br /> Influencing Consumers' Online Shopping Decision. participate in online co-creation experiences.<br /> 3. Anh, L. M. (2017). E-Commerce-Market 15. Jin-Feng Wu et al. (2015). Multichannel<br /> Potential in Vietnam. Smartosc. integration quality, online perceived value and<br /> online purchase intention: A perspective of<br /> 4. Anil Bilgihan et al. (2015). Towards a land-based retailers.<br /> unified customer experience in online shopping 16. KPMG. (2017). The Truth About Online<br /> environments: Antecedents and outcomes. Consumers. KPMG.<br /> 5. (2016). China E-Retail Market Report 17. (2017). Last mile delivery: A pain point of<br /> online shopping. Fung Business Intelligence.<br /> 18. Lin Xiao et al. (2016). Building loyalty in<br /> e-commerce: Towards a multidimensional<br /> trust-based framework for the case of China.<br /> <br /> <br /> <br /> <br /> SỐ 4 (2018) 79<br /> Taïp chí<br /> .+2$+&9j&1*1*+…ô1*ô .LQKQJKLÇP7KâFWLÆQ<br /> <br /> <br /> PROMOTION OF PHARMACEUTICAL E-TENDER IN<br /> PUBLIC HOSPITAL IN VIETNAM<br /> XÚC TIẾN ĐẤU THẦU DƯỢC PHẨM ĐIỆN TỬ<br /> TẠI BỆNH VIỆN CÔNG Ở VIỆT NAM<br /> PHAN VAN DINH *<br /> NGUYEN THI LE VAN AND NGUYEN DUC BAO LONG **<br /> <br /> Tóm tắt<br /> Một số cơ quan khu vực công trên toàn thế giới đã xác định Mua sắm điện tử (e-Procurement) như là<br /> một chương trình nghị sự điện tử ưu tiên và đã thực hiện hoặc đang trong quá trình triển khai các hệ<br /> thống Mua sắm điện tử bên mua. Đấu thầu điện tử phải dành cho các sản phẩm dược phẩm cung cấp cho<br /> các bệnh viện ở Việt Nam vì nó giúp cắt giảm chi phí, tiết kiệm thời gian cho việc mua sắm cũng như<br /> nguồn nhân lực cho các hoạt động mua sắm. Hiện tại, đấu thầu được sử dụng phổ biến nhất là đấu thầu<br /> giấy, trong đó có nhiều vấn đề về lãng phí thời gian và thiếu tính minh bạch,... Đấu thầu điện tử là một<br /> thuật ngữ khá mới ở Việt Nam và chỉ được sử dụng ở các thành phố lớn của Việt Nam như thành phố Hồ<br /> Chí Minh, Hà Nội hoặc Đà Nẵng. Để thúc đẩy việc áp dụng đấu thầu điện tử trong ngành dược ở các tỉnh<br /> khác của Việt Nam, còn cần nghiên cứu kỹ về tiềm năng ứng dụng và các yếu tố ảnh hưởng của nó. Các<br /> mục tiêu tổng thể chính của bài báo này chỉ để thăm dò về các vấn đề mua sắm điện tử trong khu vực<br /> công; nhằm mục đích phát triển một khuôn khổ khái niệm hỗ trợ trong việc xác định các yếu tố thành công<br /> quan trọng cho việc áp dụng và thực hiện mua sắm điện tử trong khu vực công; và kích thích cuộc tranh<br /> luận về các CSF mua sắm điện tử và các biện pháp liên quan để thành công. Qua khảo sát và xem xét tài<br /> liệu, nghiên cứu này đã xác định được mối quan hệ giữa việc thúc đẩy đấu thầu dược phẩm ở Tây Bắc<br /> Việt Nam với các yếu tố bao gồm minh bạch, cạnh tranh, bình đẳng, đấu thầu và tham gia quốc tế.<br /> Từ khóa: Đấu thầu điện tử, đấu thầu điện tử dược phẩm trong bệnh viện công tại Việt Nam.<br /> <br /> <br /> Summary<br /> A number of public sector agencies worldwide have identified Electronic Procurement (e-Procure-<br /> ment) as a priority e-Government agenda and have implemented or are in the process of implementing<br /> buy-side e-Procurement systems. E-tender is must have for pharmaceutical products supply for hospitals<br /> in Vietnam as it helps cut the cost, save time for procurement as well as human resources for procurement<br /> activities. At the moment, the most commonly style tender is paper in tender which contains itself many<br /> problems about wasting of time, lack of transparency etc. E-tender is a quite new term in Vietnam and it<br /> is used only in big cities of Vietnam such as Ho Chi Minh City, Hanoi or Da Nang. To promote the appli-<br /> cation of e-tender in pharmaceutical industry in other provinces of Vietnam, it is necessary to have a thor-<br /> ough research on its potential of application and influencing factors. The main overall objectives of the<br /> paper are to gain an exploratory understanding of e-Procurement issues in the public sector; to develop<br /> a conceptual framework that aids in identification of critical success factors for adopting and implement-<br /> ing e-Procurement in the public sector; and to stimulate debate about the e-Procurement CSFs and the<br /> associated measures for success. Through a survey and the literature review, this research identify the<br /> relationships between the promoting of pharmaceutical e-tender in the North West of Vietnam with factors<br /> including transparency, competitiveness, equality, tender fee and international participation<br /> Keywords: Pharmaceutical E-Tender, E-Tender, Pharmaceutical E-Tender in Public Hospital in<br /> Vietnam.<br /> <br /> * Ali Limited, Ha Noi, Vietnam<br /> ** Dong Do University, Vietnam<br /> Ngày nhận bài: 4/5/2018; ngày thẩm định 15/7/2018; ngày duyệt đăng: 15/9/2018<br /> 80 SỐ 4 (2018)<br />  Taïp chí<br /> .LQKQJKLÇP7KâFWLÆQ .+2$+&9j&1*1*+…ô1*ô<br /> <br /> Introduction China and India are two biggest exporters of<br /> In people’s health care and protection in general pharmaceutical materials into Vietnam, accounting<br /> and the implementation of health insurance policies for 25% and 21% respectively in 2008. As Viet-<br /> in particular in Vietnam, medicines play a very namese companies at present are mainly producing<br /> important role. Like many developing countries, common drugs, they are using many types of cheap<br /> the costs of medicines in Vietnam take over a major pharmaceutical materials imported from the two<br /> proportion of total medical costs. According to the countries.<br /> National Health Accounts 2008, the amount spent The pharmaceutical industry gets access to<br /> on drugs has nearly doubled from 2000 to 2007, consumers through treatment distribution system<br /> accounting for about 40% of total medical costs and commercial distribution network.<br /> society.<br /> Treatment distribution network. The treatment<br /> Statistics of the Vietnam Social Insurance recently network includes hospitals and other treatment<br /> showed medicine costs are a high proportion units of different levels. The total number of medi-<br /> (60-70%) of total health care costs health insurance. cal examination and treatment units in Vietnam in<br /> Drug market in Vietnam is very diverse and rich 2007 was 13,438. Almost all pharmaceutical com-<br /> in both quantity and quality. In 2009, out of 22,615 panies wish to promote this distribution channel<br /> drug registration numbers which were valid, there because of its large consumption quantity.<br /> were 10,692 and 11,923 domestic pharmaceutical The biggest consumption channel of medicine in<br /> drugs imported from abroad. Domestic production Vietnam for treatment products is public hospitals.<br /> value increased from U.S. $ 111.4 million in 1996 Pharmaceutical products are provided to hospital<br /> to U.S. $ 919 million in 2010. Drug products through tender. Additionally, selling through hospi-<br /> produced in the country was increasingly high tals occupies a high amount of working capital of<br /> proportion of the total value of drug consumption, pharmaceutical companies because hospitals<br /> up from 26% in 1996 to over 48% in 2010. normally settle payment at the end of the year.<br /> Drugs are increasingly produced in the country Commercial distribution network. The commer-<br /> to meet the treatment needs, in 1996, drug produc- cial network includes branches, agents, distributors<br /> tion in the country only has about 3,400 drug names and drugstores. At present, domestic pharmaceuti-<br /> with less than 200 active, but now there are about cal companies are trying their best to promote the<br /> 500 active substances of 1,500 active ingredients in commercial distribution channel in order to reduce<br /> the drug is registered domestic proportion. the dependence on the treatment distribution<br /> The supply of medicines to hospitals must be network which is facing intense competition. This<br /> through bidd