How Digital commerce shape Vietnamese shopping habit in 4.0 industry

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Thesis proposal
How Digital commerce shape Vietnamese shopping habit in 4.0 industry
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Table of Content
Table of Contents
Table of Content ............................................................................................................................. 1
1. Rational reasons for choosing the topic................................................................................... 2
2. Research objectives and significance ...................................................................................... 2
2.1. Research objective............................................................................................................ 2
2.2. Research significance....................................................................................................... 3
3. Research statement .................................................................................................................. 3
4. A preliminary literature review ............................................................................................... 5
4.1. The Internet of Things...................................................................................................... 5
4.2. Digitalisation in Commerce ............................................................................................. 6
4.3. Transmission from online shopping to e-commerce and mobile commerce .................. 7
4.4. Shopping habits change from tradition to digital shopping ............................................. 8
5. Sources of data......................................................................................................................... 9
6. Type of Research................................................................................................................... 10
7. Proposed Research Methodology.......................................................................................... 11
8. Expected schedule for Commencement and Completion of Thesis...................................... 13
References..................................................................................................................................... 16

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1. Rational reasons for choosing the topic
Nowadays, owning a digital device becomes easy and inexpensive. One person is able to own
and connect more than one digital device, such as a smartphone with a smart watch, or a tablet.
Furthermore, there is no doubt to state that the emergence and significant development of
internet connection bringing these digital devices more functional and applicable. They not only
contribute to the convenience of human life but also change the way humans perceive using
service from traditional to smart technologies from digitalisation. Among the changes that shape
today’s human life, shopping is one of significant sectors that has seen the dramatic surge of
commerce. Especially, since the internet connection became publicly and commonly in Vietnam,
the development and innovation of digital technology has shaped a new consumer’s shopping
habits, noteworthy of the young generation. Hence, this research aims at exploring how
development of digital commerce in Vietnam, as long as the shopping experience and habits of
Vietnamese people in the new era of digital commerce.
2. Research objectives and significance
2.1. Research objective
The objectives of this research is to identify the usage of digital devices for shopping a well as
the transformation of shopping habits of Vietnamese consumers in the 4.0 industry. As a matter
of fact, a study has questioned the significant complex of the relationship between e-shopping
and traditional shopping (Cao, Xu & Douma 2012). In order to achieve the research objectives,
there are three research questions raised in accordance with specific aims.
 How frequent do Vietnamese consumers go shopping?
Shopping frequency relies upon shoppers’s habits, segmentation and characteristics, such as
casual fashion or regularity for grocery (Ahmed & Johl 2017). Hence, questioning about the
shopping frequency of Vietnamese consumers would help to explore how different between the
traditional shopping transaction and online-shopping transaction.

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 Which digital devices do Vietnamese consumers mostly use for internet purpose?
Apparently, the internet is an easy accessibility from multiple devices. However, each individual
preferred a particular device for their internet experience. Furthermore, the online shopping
platforms are diverse with influencing the users via pop-up notification. Hence, finding out the
preferred digital devices would help to compare the time spending on digital devices with online-
shopping transactions.
 What is the preferred shopping experience, online-shopping or traditional shopping
among Vietnamese consumers?
While shopping experiences grow in various services, such as online-shopping, m-commerce or
physical stores, shoppers are varied by their behaviours and types (Ruby 1999). Therefore, the
research question aims at exploring the Vietnamese behaviours toward the innovation of
technologies in online shopping. Then, the expected outcomes of the question is to identify how
consumers transform their shopping preference from traditional shopping to online-shopping.
2.2. Research significance
As exploring the transformation and customers’ behaviours in shopping between traditional
experiences and digital commerce platforms, the results of this research would expect to add
acknowledgement toward Vietnamese consumers’ behaviours. Firstly, the result of this research
will provide a broad knowledge about Vietnamese shopping frequency. Then, in accordance to
the perception of Vietnamses consumers between the traditional and digital commerce during
technology innovation, the result would indicate the suggestion for marketers in building
appropriate marketing campaigns to meet the highest attention.
3. Research statement
This research reflects the significant development of the internet of things and the influence of
online shopping, in particular, e-commerce and mobile commerce. Furthermore, while the
traditional shopping habits are still dominant, the influences of online shopping experience yet

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shape the shopping experience. Hence, regarding the objectives of this research in exploring the
Vietnamese consumers’ shopping habits transition during the development of digital devices, this
research aims to result in the current references of shopping models in Vietnamese market.
Regarding the limits and requirements of the project, the mixed methods research is the principle
approach. The intentional combination of methods in data collection, data analysis and
interpretation of evidence is important for the mixed methods of study. A meaningful data
integration allows researchers to look at their research environment from different points of view
and through complex research lenses in a more panoramic way. A mixed method design is useful
to address questions in study that cannot be addressed by either quantitative or qualitative
methods alone. Evaluation methodologies can be used to obtain a deeper understanding of the
similarities or inconsistencies between qualitative and quantitative information; they provide
participants with opportunities to be confident enough to have a clear voice and express their
perspectives in the study phase. The implementation of this mixed method research is a
combination of qualitative research and quantitative research. Qualitative research will conduct
secondary data upon reliable published sources from no more than 3 years late. Meanwhile,
quantitative research will be interview procedures relying on questionnaires constructed from the
secondary data foundation.
While data published in approved journals and sources are being carried out in this research,
research on Vietnamese economies is limited. This nation is not studied by other researchers.
However, secondary information from official websites can have updated over time, making it
difficult to compare data if the data is not the same over time. Authenticity and integrity can also
lack records that make it difficult to assess if the data are incomplete. If data obtained for
different research purposes is used, the population researchers cannot analyze these samples in
adequate detail.
The study design makes it difficult to collect data and requires time and is costly. It is important
to convince people to make a survey, and sometimes to forget it, to collect data. Therefore, when
we cannot contact them through the Internet, traveling is often needed.

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4. A preliminary literature review
4.1. The Internet of Things
The internet of things (IoT) has been one of the biggest technologies in the 21st century in the
last couple of years.The Internet of Things makes the world around us more intelligent and
sensitive, integrating the digital and the physical worlds. The IoT drives the value in terms of
fundamental principles reflecting its technologies to break the barriers between the internet and
physical world with dissolving transaction costs (Fleisch 2010). The thing in the IoT setting is
inextricably connected to the environment (Karimova & Shirkhanbeik 2015). IoT enables
devices to communicate with others on private internet connections, and the Internet of Things
brings them together and allows devices to communicate not only in close depots, but across
different types of networking and creates a more interconnected world. Literally, defining the
Internet of Things is, as a global network for the knowledge society, allowing advanced networks
to interconnect things based on current and emerging interoperable information and
communication technologies (Tarabasz 2016). The reality of the situation is that IoT provides
almost infinite possibilities and links. Opportunities in IoT include the development of
convergence and communication capacity for a variety of service systems (Ikävalko, Turkama &
Smedlund 2018). Everything can be connected and intelligently communicated in a world with
IoT. Then the whole world is a single big network of knowledge.
E-commerce is one of the most important internet applications and a typical information service
format (Shang, Zhang & Chen 2012). IoT is taking this e-commerce environment to an entirely
different level. When these IoT-enabled devices share data over the web and help simplify our
life, e-commerce can grow easily and efficiently. “Things” are active business participants,
information plus social processes when they are able to communicate and connect with the
community, through the sharing of local information and data, while reacting separately to and
influencing the physical / real-world events by running processes that cause actions and produce
services without or with humans (Jeyanthi 2018). In terms of commerce, IoT is a internet-
connected ecosystem which allows remote buying and selling experiences and customer
information in real time (Țoniș-Bucea-Manea & Blăjină 2019). IoT technology is rising and the

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e-commerce prospects are never ending both as an IoT app seller and as a consumer. It enables e-
commerce to collect information and adapt marketing strategies and to improve warehouse
performance.
The rising IoT market is the product of the increasing global internet penetration. As people are
more online, they are calling for more and more interconnections with their everyday objects. In
general, the Internet has massive, amorphous and essentially unrealistic capabilities. The Internet
will also include visual, auditory, olfactory and gustatory sensory data.
4.2. Digitalisation in Commerce
While the internet of things has deeply impacted various aspects of modern human life, the
noteworthy of its presence and influence started in the early of the 21st century. Particularly,
digitalisation is the emerging innovation which initially transforms commerce and business.
Research indicated that E-commerce booming resulting from the Net revolution was seen as the
emerging solution of the value-added requirements, which is known as digital commerce (Mott
2000). As far as the adaptation to the internet revolution, digitalisation of commercial stages
showed its transmission within the varieties of companies regarding. Indeed, Companies who
switch to e-commerce are able to change their consumer interactions and create deeper links
(Hansen 2003). The later research stated that the phenomenon of digitalization and connectivity
is the foundation of electronic commerce (Cuc & Kanya 2011). Digitalisation refers to the ability
to convert text , data, sounds, photographs and transfer it electronically from one computer to
another in large amounts and rapidly. When connectivity and globalisation become mutual and
surge in the 4.0 industry era, a significant integration of various aspects of business and human
life has reflected the digitalisation. Hence, recent developments in digitalisation, human
resources and ecotechnology have an influence on both trade and business management (Budacia
2017).
In recent times, all industries have seen waves of Digital transformations and disruptions. Many
companies are moving online to streamline their management and day-to-day operations. This
shift is driven by a new technological wave which enhances strategic and effectiveness for

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companies of all shapes and sizes. Hence, organizations desperately need to begin incorporating
elements of these new technologies from the digital age to become global and to stay competitive
in their markets (Martinez 2019). Furthermore, digitalisation has been significantly present in
devices with the advance of technology innovation, such as smartphones, smartwatches or smart
gears. The technology has allowed new products and services to alter both personal and
professional life significantly, emphasizing the connections between machines and humans
(Sima et al. 2020). The business and service providers in recent ages add value to those co-
creation features in order to enhance the ability to reach their customers’ demand as well as
sustain the competitive advantages. Indeed, as the dramatic usage of smart personal devices,
digitalisation has transformed the business, especially e-commerce to a more personalisation
while adding value to other supporting services.. Digitalization of business has confirmed its
impacts on e-business facilitators in terms of contributing production cycle, internal management
and supply chain integration (Dethine, Enjolras & Monticolo 2020).
4.3. Transmission from online shopping to e-commerce and mobile commerce
The emergence of the internet was the foundation for today’s online shopping experiences.
Historically, online transactions were functionally for financial transaction purposes before the
internet of things era booming. Since 1998 research, the indication showed a $2.1 billion online
shopping transaction as it satisfied the need of web users in accordance with utilising internet
usage (Katz 1998). During this age, the leader of online shopping service providers is Amazon.
The busy high street is too difficult for most online shoppers to move into virtual markets, which
offer an alternative from conventional brick shops to simple internet shops. Such virtual shops
give consumers all product or service information, example specs, comparisons of cost and
features, advertisements, deals and discounts. Apparently, the technology advance, innovation
and creation has transformed online shopping to a broader device. It leads to the development of
integrated e-commerce and mobile commerce (m-commerce).
E-Commerce has emerged recently as one of the Internet's most important facts. E-Commerce or
electronic businesses are connected to one another by the computers forming a network through
the Internet (Udupa, Nayak and Seema 2014). In the field of e-commerce, products and services

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will be delivered electronically; orders and payments will be accepted on-line; client accounts
will be notified automatically; the management solutions will be supplied automatically (Cuc &
Kanya 2011). Digital platforms also promote content, analysis, interactivity and multimedia. E-
shops sell the latest goods and services and enticing deals as well. Therefore, the Internet has
become an important platform for collaborative knowledge exchange. Apparently, e-commerce
continues its impacts on consumers’ shopping experience and perception. However, the
technology innovation grows dramatically, which drives the internet shopping experience to
more advance in accordance to the personalised devices, also known as m-commerce.
Generally, the purchase and sale of goods and services via the internet such as smartphones and
tablets are m-Commerce. Although it has a similar form to e-commerce yet m-commerce allows
users without having a desktop computer to navigate online shopping platforms. Indeed, wireless
technology provides great benefits to the rise of m-commerce, which has been early described as
‘a valuable channel for enhancing customer relationships’ (Frolick & Lei-da 2004). The
convenience of anytime and anywhere purchase of m-commerce was indicated as a hook to
consumers (Magura 2003). While m-commerce in the initial stage was attractive to consumers
reflecting its usefulness, the requirement of financial support for mobile payment security was a
major concern (Malik, Kumra & Srivastava 2013). Hence, the success of m-commerce is the
integration between mobile shopping, mobile banking or mobile payment and mobile service. In
Vietnam, in particular, since the beginning of mobile commerce in 2016, among the US$6,022
million e-commerce industry, m-commerce service providers are dominant (statista 2020; iprice
insight 2020).
4.4. Shopping habits change from tradition to digital shopping
The raise of digital shopping demand reflects the popularisation of mobile and personal devices
which fits the personalised demand of modern life. M-commerce could become a massive
shopping platform and a way of transforming customer purchasing habits. Furthermore, the
increase of the ease in mobile search and user interface leads to the information search of the
first purchasing decision making process of consumers getting quicker and easier. Since the early
age phase of internet shopping, research pointed to empowered customers regarding the more

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and better information provided leading their purchase decision making (Peterson and Merino
2003). The information through online service providers as well as social media
recommendations and advice has been a driving force for the consumer to make the final
decision toward products or services. While the physical shopping consumers decide their
purchase by real touch, the online shopping buying decision of consumers rely upon provided
information (Lee & Lee 2019). It is the mutual reasons for the transmission of consumers’
shopping behaviours to online shopping.
Now more than ever, customers rely on digital devices. In the modern age, customer service is
everything. The number of users is rising and they are very impatient. Hence, after-sale service,
transaction efficiency, security, convenience, and cost savings are key drivers of user’s
experience of online shopping (Khalifa and Liu 2007). In addition, in m-commerce and mobile
shopping confirmed the characteristics as strong influential factors as well as social flavour
(Shang & Wu 2017). Definitely, with the rise of technological innovations and developments, the
mobile business market will see a major shift from its present model. Therefore, the market
opportunities are potentially promised regarding the dramatic penetration of smartphones and
mobile shopping experience.
5. Sources of data
Data collection is the collection and evaluation method for information on variables of interest in
a systematic manner that helps one to respond to the research questions, check hypotheses and
evaluate outcomes. Research data collection is essential to all fields of research including
physical and social sciences, humanities, business and others. Although the methods differ
according to the discipline, it is always necessary to ensure a precise and honest gathering. To
maintain the quality of research, reliable data collection is important irrespective of field of study
or preference for the interpretation of data.
The overall reliability of the system, and the data obtained, is influenced by a number of types or
reliability. Trust is a basic precondition for validity. An accurate measure can not be found, but a
true measure also needs to be accurate. In the nature of this research, there are two data

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collection methods in order to ensure reliability and validity, respectively primary data and
secondary data.
 The primary data are data generated from direct sources by a researcher using methods
such as surveys, interviews or experiments. It is collected directly from primary sources
in the sense of the research project. In other words, collecting primary data is an
experimental process with full control of variables of participants (Hox and Boeije 2005).
 Secondary data refers to data compiled by a non-user individual, Censuses, Government-
controlled information collected, Organizational documents and data collected originally
for other research purposes, such as journal articles are all common sources of secondary
information in the field of social sciences. Secondary data analysis is a feasible tool to
use during investigation processes if a structured procedure is accompanied by an
illustrative investigatory framework for library and information technology research
using secondary data analysis (Johnston 2017).
Overall, the secondary data information would contribute the foundation for questions building
in the primary data collection. It would make the research more feasible.
6. Type of Research
Regarding the reason and objectives of this research, the explanatory research will be conducted
to respond to research questions. Literally, causal research is both quantitative and pre-planned
and designed. This is why definitive work is often considered. Explanatory investigations vary in
attempting to understand the relationship between factors between causes and effects.
Particularly, the aim of this research is to explain the relationship between the significant
development of online shopping and the consumers’ shopping habit in Vietnam.
Explanatory analysis attempts to analyze causal connections, thereby including one or more
independent variables with one or more dependent variables. The most advanced analysts
conduct research on the segment at explanatory Analysis. Explanatory research focuses on
experiments, research markets in which the investigator can conduct real or simulated tests to see

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how attitudes of the people and other variables react to changes in the particular strategies.
Explanatory research may play a significant role in determining the reasons for different
processes and assessing the effect of changes on current norms, procedures, and so on.
7. Proposed Research Methodology
The methodology of research simply refers to a fundamental "how" of any specific research
project. More specifically, the researchers are planning a study systematically to ensure accurate
and consistent test outcomes that reflect the goals and objectives of their work. This analysis
process project includes a variety of approaches, including qualitative, quantitative and mixed-
methods. It demonstrates the way in which these researchers formulate their problems and goals
and present their findings from the study period data.
 Qualitative research: reflecting the collection and analysis of words and texture data
 Quantitative research: emphasise on measurement and testing using numerical data
 Mixed methods: combine prospects and build a rich identity it attempts to merge the best
qualitative and quantitative methodologies.
A mixed method was used in this analysis. Mixed approach research is a style of study for both
scientific theories and investigative methods. Within a single study or series of studies,
methodological concepts are used as a technique to guide the way to collect and interpret data
and to integrate qualitative and quantitative data. Its principal premise is to provide a better
understanding of research problems that are both approached by using quantitative and
qualitative approaches (Cameron 2011). Hence, the study employed qualitative and quantitative
approaches as well as the combination of primary and secondary sources in order to resolve the
main research objectives. Quantitative data analysis and conclusions are accompanied by
qualitative data. Since the investigator used qualitative and quantitative data forms in the data
analysis, the findings are triangulated.
 Qualitative research data collection

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The data collection process of qualitative research is an emphasis on observing recent available
data. Indeed, the aim of qualitative research is to answer the questions How and why. The
positive side of qualitative research is the flexible instruments. The frameworks for conducting
qualitative data may include data reviews, participant observation and interviews. Hence,
regarding the limits and nature of this research, a document review approach is selected.
Document analysis is a way to gather data through the study of current records. The records may
be internal to or external to a system or organization. Paper or electronic materials and notes,
activity records, success reviews, financial statements, minutes of meetings, newsletters and
marketing content may also be included in papers. However, one of the disadvantages of this
research method is the inapplicable, disorganized, unavailable, or out of date information which
is uncontrollable. It would lead to reducing the reliability of the research. Hence, in accordance
with quality assurance of the research, the sources of the documents should be selective and most
recently published. Journal articles, newspaper, government reports and organisations published
which are published at least 3 years late are expected sources of data for this research. Thence,
the results from qualitative research data would be the foundation for constructing questionnaires
of quantitative research data collection.
Quantitative research data collection
Quantitative approaches for data collection rely on random sampling and organized data
collection instruments that match diverse experiences into predetermined categories of response.
They yield results which can be compared, summarized and generalized easily.
The collection procedure of this approach relies upon various variables, such as participants and
questionnaires. In addition, there are different methods to conduct the data, including
experiments, surveys, and interviews. Therefore, in order to ensure the quality of the research,
selecting the appropriate participants demographics and questionnaires play mutual roles in
research reliability and accuracy.
In terms of participants, the sample size and its demographic play a mutual role. For example,
the age of population would be related to their perception and time spending on mobile internet.

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Furthermore, age and gender would also be related to the shopping habits. Therefore, the results
of the research would be influenced by those variables.
In quantitative analysis, questionnaires are used regularly. These are a powerful way to gather a
wide variety of information, sometimes referred to as respondents, from a large number of
individuals. Well-constructed questionnaires can ensure that the questionnaire's context is clear
between respondents and can lead to data quality by minimizing both unit and item failure
(Synodinos 2003).
8. Expected schedule for Commencement and Completion of Thesis
Schedule projects are a method to communicate what activities are to be carried out and which
organizational resources are distributed in which time frames to carry out those activities. The
schedule of a project is a document that gathers all the required work for the project. A schedule
typically includes the date of initiation and completion of each operation, its duration and
resources. Good project preparation for a good management process is a vital component. The
project timeline is typically illustrated by the Grant chart. Literally, the Gantt chart is a standard
method for monitoring advancement of individual and group behavior. This is a graphical
timeline that helps manage the job and the goals (Lofurno 2002). The Gantt diagram can be
generated both as a milestone plan and a comprehensive project plan.
The schedule for commencement and completion of this research would conduct 3 phases.
Firstly is the preparation phase. During this procedure, the construction of research proposals
with feedback and revision would be the main stream of this phase. Secondly, the next phase
would conduct data collection and analysis. At this phase, the secondary data will be collected
first which will be the foundation for questionnaires for primary research and analysis. Finally,
the gathered data will be summarised and completed in the final report.
The diagram below is the illustration of the schedule GANTT chart in accordance to research
phases. Each task takes one row in a Gantt diagram. Dates would vary according to the overall
length of the project in days, weeks or months. A horizontal bar with the left end marking the

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start of the task is the approximate time for each task. The right end indicates the completion of
the task. The charts can be changed as the project progresses by filling the bars in line to the
period of time the job is performed.

Luận Văn Group viết thuê luận văn thạc sĩ,chuyên đề,khóa luận tốt nghiệp, báo cáo thực tập, Assignment, Essay
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Students
Project Lead
August September October
Scrolling Increment: 0 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Milestone Description Category Start
No.
Days
S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F
Phase 1
Defining the
research
On Track 8/22/2020 7
submit to
supervisor
Low Risk 8/29/2020 14
Feedback and
revise
Low Risk 9/12/2020 5
Phase 2
Articles
reviews
Low Risk 9/17/2020 5
Analysing
primary data
Low Risk 9/22/2020 5
Questionaire
and interview
High Risk 9/27/2020 5
Data analysis
Med Risk 10/2/2020 5
Data summary
10/7/2020 2
Phase 3
Report finalise
Low Risk 10/9/2020 5
Research
submission
Milestone10/14/2020 1
This is an empty row
How Digital commerce shape Vietnamese shopping habit in 4.0 industry
High Risk Unassigned
Project Start Date: 25/08/2020
On Track Low Risk Med Risk

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