The influence of the supply chain disruption on customer experience of purchasing cosmetics on Shopee during the fourth wave of covid-19 in Vietnam

Abstract

In the world, since e-commerce appeared and became popular, there have been numerous research models used to study the effects of supply chain disruptions on the experience of consumers about shopping online with the aim of improving the quality of this service. However, in Vietnam, although effects of ecommerces’ supply chain disruptions on e-shopping has become one of top concerns when the outbreak of the fourth-wave of Covid-19 occured and made buying online a good solution for people to purchase good while limiting the spread of the pandemic, researches conducted to study this problem is still deficient. To get a clearer view about this problem, the team studies buying cosmetics on Shopee and takes it to represent for shopping on e-commerce. Based on the supply chain disruptions of ecommerce in the fourth wave of Covid-19 in Vietnam and qualitative research method, we determine five factors related to supply chain disruptions to test its effect: decreased quality of last-mile delivery, higher risks of getting low-quality products, psychological factors that is about higher awareness of customer about getting Covid 19 when receiving shipped goods, increased pricing promotion given by e-commerce to stimulate sales and reduce negative impacts of supply chain disruptions and policies of Vietnamese governments related to shipment. The sample size of our survey is 533, including customers buying cosmetics on Shopee during the fourth wave of Covid-19 in Vietnam. The research team uses qualitative analysis tools to analyze the collected data. The survey results indicate that there are two tested factors having positive effects on the experience of customers about purchasing cosmetics online. These factors are the pricing promotion of Shopee and policies of the Vietnamese government respectively. The three remaining factors which are psychological factors, bad last-mile delivery and the higher risk of getting poor-quality products reduced the satisfaction of customers. This means that e-commerce should find ways to improve these elements to keep the customers. The team recommends some solutions to reduce the bad effects of supply chain disruptions in Vietnam for Shopee in particular and e-commerce in general.