Researching the impact of online reviews on Shopee e-commerce platform on students' online shopping decisions in Ho Chi Minh City

Abstract

Since the end of the nineteenth century, the world has entered a new era known as the "Industrial Revolution 4.0", which involves the integration of technology in all fields. That rapid growth has resulted in the birth of a brand-new industry, e-commerce. E-commerce is no longer a novel concept, but it has grown in popularity, particularly during the period of social isolation caused by the COVID-19 epidemic. Currently, e-commerce in the Vietnamese market is experiencing a boom, which has certain consequences. Shopee, Southeast Asia's and Taiwan's leading e-commerce platform, is a prime example of this expansion. (Pham Long, 2022) Shopee is a well-known e-commerce site that uses online reviews to improve the user experience. Aside from some successes in communicating widely to young people and improving brand image in the hearts of consumers, the online evaluation form on Shopee has not delivered optimal efficiency, and there are still many difficulties in the online shopping process. As a result, the authors chose the topic “Researching the impact of online reviews on Shopee e-commerce platform on students' online shopping decisions in Ho Chi Minh City” to research with the goal of understanding the causes of student dissatisfaction and analyzing the effects on their online shopping decision making behavior on Shopee to help optimize the application's performance and improve the user experience. For this study, the research team used a non-probability sampling method, specifically convenience sampling, and collected data via an online survey from 300 students living and studying in Ho Chi Minh City who had shopped on the Shopee e-commerce platform. The research team's hypotheses for the variables proposed are tested using a 5-point Likert scale and SmartPLS software. After surveying, collecting, and analyzing data, the research team discovered that 4 main groups of 6 factors had a significant impact on young Shopee users' online shopping decisions.