TRƯỜNG ĐẠI HỌC VĂN LANG

KHOA THƯƠNG MẠI

-----oOo-----

HỌC PHẦN: PHƯƠNG PHÁP NGHIÊN CỨU KHOA HỌC

BÀI GIỮA KỲ

ĐỀ TÀI:
MEASURE USER SATISFACTION DURING THE SHOPPING PROCESS ON
THE SHOPEE E-COMMERCE PLATFORM.

Giảng viên hướng dẫn: TS. Lý Đức Minh

Mã lớp học phần: 232_71BUSI40153_03

TP. HCM, 2024

 DANH SÁCH NHÓM

STT Họ và tên Mã sinh viên Ghi chú

1 Đỗ Bình Minh 2273401200139 Leader

2 Phan Lê Huy Hoàng 2273401200083

3 Thái Hồ Bảo Duy 2273401200047

TABLE OF CONTENTS

CHAPTER 1: OVERVIEW OF THE TOPIC .......................................................2

1. Reason for choosing the topic: .........................................................................2
2. Research objectives: .........................................................................................2
3. Research subjects:.............................................................................................3
4. Scope of research:.............................................................................................3
5. Research methods: ............................................................................................3
6. Meaning of the topic:........................................................................................3
7. Topic structure: .................................................................................................3
CHAPTER 2: THEORETICAL BASE AND RESEARCH MODEL .................3
1. Related concepts: ..............................................................................................3
2. Effects of using the SHOPEE e-commerce platform: ......................................4
2.1. Service ........................................................................................................4
2.2. Online shopping service .............................................................................5
2.3. Customer satisfaction .................................................................................5
2.4. Theories are used to explain research results .............................................6
3. External environment: ......................................................................................6
4. Proposed model: ...............................................................................................7
CHAPTER 3: RESEARCH STEPS .......................................................................7
1. Process design: .................................................................................................7
2. Exploratory analysis .........................................................................................8
3. Survey form ......................................................................................................9
CHAPTER 4: RESEARCH RESULTS ................................................................10
CHAPTER 5: SUMMARY ....................................................................................10
 MEASURE USER SATISFACTION DURING THE SHOPPING PROCESS
ON THE SHOPEE E-COMMERCE PLATFORM.

Do Binh Minh; Thai Ho Bao Duy; Phan Le Huy Hoang

Faculty of Commerce, Van Lang University, 69/68 Dang Thuy Tram, Ward 13, Dictrict Binh
Thanh, Ho Chi Minh City.

Correspondence: minh.2273401200139@vanlanguni.vn

Abstract: The research objective of the group is to measure the level of satisfaction of users,
identify factors influencing user satisfaction, and propose solutions to enhance user satisfaction
for Shopee e-commerce platforms. Additionally, the study aims to examine differences in
satisfaction among different customer groups based on gender, age, income, and occupation. The
research targets users who have made purchases on Shopee e-commerce platforms. The research
methodology includes online surveys and statistical data analysis. The study utilizes the Smart
Partial Least Squares (SPLS) technology and linear regression analysis method.

Keywords: The satisfaction of users, buyers, Shopee e-commerce platform

Topic summary:

Topic: Measuring customer satisfaction in the shopping process on the Shopee e-commerce
platform.

CHAPTER 1: OVERVIEW OF THE TOPIC

1. Reason for choosing the topic:
The demand for using social media is increasing, and so is the demand for online shopping on
e-commerce platforms. The purpose of this research topic is to understand how customer
satisfaction during the shopping process unfolds. Specifically, the research aims to investigate
how satisfied customers are with the services provided by the platform, the website design,
whether reliability plays a role in customers' purchasing decisions, or if customer care factors
make users more enthusiastic. Based on these factors, the group has chosen this topic for their
research project.

2. Research objectives:
Measure user satisfaction levels, identify factors influencing user satisfaction, and propose
solutions to enhance user satisfaction on the Shopee e-commerce platform. Examine differences
in satisfaction levels among different customer groups based on gender, age, income, occupation.

According to Mankiw (2006), consumer decision-making behavior is guided by maximizing

utility within a certain budget constraint. Utility refers to the level of satisfaction consumers
derive from consuming a product or service. Consumers will choose products or services that
provide them with the highest level of utility within their limited budget. There are several
factors influencing consumer decision-making, including income, price, quality, service, brand,
advertising, etc. Understanding consumer decision-making behavior is crucial for businesses. By
understanding the factors influencing consumer decision-making, businesses can develop
products and services that meet consumer needs and attract them to make purchases.

3. Research subjects:
The research subjects are users who have made purchases on the Shopee e-commerce platform.

4. Scope of research:
Faculty members and students studying at Van Lang University in Ho Chi Minh City area.

5. Research methods:
The research methodology includes online surveys and statistical data analysis. The study utilizes
SPLS technology and linear regression analysis methods. The results are based on four main
factors that meet the needs of Shopee customers: Reliability – Customer service – Website
design – Security, along with some recommendations for businesses to enhance the quality of
service on the Shopee e-commerce platform.

6. Meaning of the topic:

In general, most activities are conducted online, but the quality of service provided by the
Shopee team is highly effective. The Shopee system directly controls, supports, and ensures fair
rights for all parties, thereby enhancing the integrity of the online trading platform. Additionally,
advertising from retailers or individual businesses on Shopee is the main source of revenue for
the platform. In other words, service is the most important factor in enhancing customer
satisfaction when shopping on Shopee.

7. Topic structure:
Comprising 5 chapters:
 Chapter 1 Introduction and Overview: Introduces and provides an overview of the topic.
 Chapter 2 Theoretical Framework and Research Model: Presents important concepts, an
overview of theoretical foundations, and the theoretical model applied in the research.
 Chapter 3 Research Methodology: Presents the research methods including research
design, development of survey questionnaires, data collection, sample size, and an
overview of factor analysis and data analysis steps.
 Chapter 4 Research Findings: Based on the data collected in Chapter 3, this chapter
conducts analyses including reliability analysis, exploratory factor analysis, regression
model analysis, and testing the significance of factors on the hypothesis of the research
model.
 Chapter 5 Conclusion: Based on the findings obtained in Chapter 4, proposes practical
solutions based on the research results, limitations of the study, and suggests directions
for future research.

CHAPTER 2: THEORETICAL BASE AND RESEARCH MODEL

1. Related concepts:
 An electronic commerce platform, also known as an electronic trading platform, is an online
space created for the purpose of showcasing products to meet consumers' shopping needs. It
serves as a website where various online transactions occur between sellers and buyers. Parties
access the platform with different roles and purposes. (Article 2, Clause 2 of Circular
46/2010/TT-BCT (Ministry of Industry and Trade, 2010).

 Independent variable: This is a variable controlled and manipulated in a study to

observe any differential effects of these variables on the proposed dependent
variables. This variable is also referred to as input cause, risk factor,
characteristic, attribute, or determining factor.
 Dependent variable: These are variables whose changes result from the levels or
doses of the independent variables. This variable may be referred to by names
such as influence, outcome, consequence, or pathology.
 Intermediate variable: This is a variable that needs to be studied because it can
influence or "confound" the influence of the independent variable on the
dependent variable.
 •Background variable: These are variables commonly associated when
researching within a group or population that need to be considered for inclusion
in the study. Examples include gender, age, race, education, and marital status.
 Extraneous variable: Extraneous variables are present in all studies and can affect
the measurement of variables and the relationships between them. Extraneous
variables are of primary concern in quantitative research because they interfere
with understanding relationships or causes in the study. Some extraneous
variables may not be detected until the study is conducted or completed, thus
affecting the study's outcomes.

2. Effects of using the SHOPEE e-commerce platform:

According to Mankiw (2006), consumer decision-making behavior is guided by utility
maximization within a given budget constraint. Utility refers to the level of satisfaction a
consumer gets from consuming a product or service. Consumers will choose products or
services that provide them with the highest level of convenience within their limited
budget. There are several factors that influence consumer decision making, including
income, price, quality, service, brand, advertising, etc. Understanding consumer decision-
making behavior is important for businesses. By understanding the factors that influence
consumer decision making, businesses can develop products and services that meet
consumer needs and attract them to make purchases.

2.1. Service
- Service is an action or activity that consumers, businesses, or governments are willing to
pay for. Examples include the work of hairdressers, doctors, lawyers, mechanics, banks,
insurance companies, artists, content marketers, etc. Public services are services that
 society as a whole (government, financial union, or region) pays for. By using resources,
skills, expertise, and experience, service providers bring benefits to service consumers.
Services can be defined as intangible actions or activities through which service providers
deliver value to customers
- According to Lehtinen & Lehtinen (1982), service quality must be evaluated on two
aspects: the process of service delivery and the outcome of the service. Parasuraman et al.
(1985, 1988) define "Service quality as the gap between customer expectations of a
service and their perception after using that service." Gronroos (2000) also suggests two
aspects of service quality: technical quality and functional quality

2.2. Online shopping service

- According to Kotler & Armstrong (2004), online shopping is the process of purchasing
goods or services via the Internet using a smartphone between buyers and sellers. Online
shopping allows buyers to connect with sellers on e-commerce platforms, with low
purchasing costs and quick order processing. Additionally, sales experts can interact with
customers on websites to share product information, prices, services, and provide support
services to maintain customer relationships.
- According to Bui Thanh Trang (2014), online shopping is a purchasing process where
customers buy goods or services from sellers within a specific timeframe, without using
intermediary services; it is a form of e-commerce. Both buyers and sellers benefit from
purchasing on platforms regarding customer search, product information, exchange
processes, and product distribution.
- According to Santos (2003), the quality of online services is determined through the
comprehensive evaluation of customers. Experienced and successful businesses in
providing online services, apart from website presence and low prices, consider other
aspects of service quality on the e-commerce platform as crucial for success or failure.
Customers using online services expect the quality of service provided to meet their
needs more than traditional service quality.

2.3. Customer satisfaction

Customer satisfaction is the level of emotional state of an individual stemming from
comparing the results obtained from a product with their expectations (Kotler &
Armstrong, 2004). Bachelet (1995) defines customer satisfaction as the temporary
emotional response of customers to their experience with a product or service. According
to Oliver (1997), satisfaction is the emotion that consumers experience when purchasing
a product and their desires are met. This definition implies that satisfaction is the
fulfillment of consumers' desires in consuming a product or service according to their
needs, including various levels of desire from low to high. Many studies on customer
satisfaction in the service industry have concluded that service quality and satisfaction are
two distinct concepts. According to Oliver (1993), service quality influences the level of
customer satisfaction. According to Cronin & Taylor (1992), perceived service quality
leads to customer satisfaction in the shopping process. Spreng and Mackoy (1996) also
point out that service quality is a prerequisite for customer satisfaction, and price factor
also needs to be considered when studying customer satisfaction.
 2.4. Theories are used to explain research results
- This study investigates the influence of customer service, satisfaction, safety, reliability,
and website design on Shopify.id customers. Based on Table 5, all hypotheses are
accepted.

- Customer service is considered to have an impact on perceived value. This result aligns
with the author's research, indicating that the quality of customer service significantly
affects satisfaction. Consumers will have more trust when using an e-commerce website
if it provides reliable and user-friendly activities.

- Customer satisfaction in shopping positively influences website design. This means that
satisfaction from the provided shopping website can affect consumers' perceived value.
The results of this study are not entirely consistent with previous researchers, as there is
no positive relationship between satisfaction and website design because they believe that
satisfaction is influenced by the type of product. However, according to other researchers,
satisfaction is not only influenced by the type of product but also by the
comprehensiveness and novelty of information.

- Safety in electronic usage significantly influences satisfaction. Electronic usage safety

distinctly differs from services at offline stores; in the online environment, consumers do
not have direct contact with staff, so all services are provided virtually. Good services
ensure safety on shopping websites, providing consumers with peace of mind in
searching for information, placing orders, and awaiting delivery.

- Safety in the shopping process is crucial as consumers embark on their e-commerce

purchasing journey, from initiating transactions to completing them, including
interactions between consumers and sellers before and after transactions. This study also
supports previous research, indicating that safety in the shopping process significantly
influences customer satisfaction. Safety significantly impacts the use of e-commerce
websites, where users who receive good service will continue to use the platform and will
increase their benefits from using it

- The design of the website significantly and positively influences the online loyalty of
Shopee consumers. Safety leads to loyalty to an e-commerce website when it can provide
the best value for users. Consumer safety assurance can be evaluated from utility values
and enjoyment. This study demonstrates that ensuring consumer safety will lead them to
choose an e-commerce platform that provides demand-driven products, valuable utilities,
and payment capabilities. Consumer loyalty to online stores can be demonstrated by
repeat purchases in the future and by referring online stores to potential consumers or
friends to shop at the same online store when the Shopee e-commerce platform ensures
customer safety thoroughly.

3. External environment:
- Influence of friends and social norms: Friends play a significant role in shaping shopping
habits on the SHOPEE e-commerce platform.
 - Media and Advertising: Media, including advertisements, movies, television programs,
and social networks, can attract a large number of customers to shop on SHOPEE.

4. Proposed model:
Proposed research model

Website design
H1
Reliability
H2 Level of satisfaction with
H3 shopping service quality on
Security
Shopee
H4
Customer service

CHAPTER 3: RESEARCH STEPS

The presentation of the research includes the research design, development of the measurement
scale and survey questionnaire, data collection, sample size, an overview of factor analysis, and
the steps of data analysis.

This study utilizes Structural Equation Modeling (SEM) using SmartPLS software. Data analysis
with SmartPLS involves two steps:
- The first step is model measurement to assess reliability and validity.
- The second step is structural model re-estimation to test hypotheses

1. Process design:

Step 1:
Identify the research problem: After researching current issues, the topic is identified as a study
to explore user opinions contributing to the ongoing development of the SHOPEE e-commerce
platform in Ho Chi Minh City. Formulate research questions, objectives, and the research
population.

Step 2:
Literature review and previous studies: This section entails reviewing relevant scientific research
articles related to the topic under investigation, or previous studies on the same topic, then
filtering and summarizing them. After thorough research and understanding of the topic through
literature reviews, reconfirm research objectives and formulate research questions to guide the
study. Next, search for and refine relevant theories from the reviewed articles, incorporating
suitable factors into the research model.
Step 3:
Identify components for research design: This involves determining theoretical frameworks,
conceptual frameworks, analysis, research models, and then creating a survey questionnaire.

Step 4:
Provide an overview of the steps taken, reasons for choosing the topic, objectives, subjects,
related theories, research methods for data collection, and a detailed plan to ensure completion of
the study.

Step 5:
Collect data information: Gather data by conducting direct interviews using prepared
questionnaires.

Step 6:
Data processing and analysis: After obtaining the data, filter it and then proceed to analyze the
data using SPLS software.

Step 7:
Explain the results and write the research report: Extract the significance of the study in both
theoretical and practical aspects, the objectives achieved by the research, and the novelty of the
topic. Present and elucidate the research findings.Phân tích nghiên cứu

2. Exploratory analysis

This study investigates the influence of customer service, satisfaction, safety, reliability, and
website design on Shopee.id customers. Based on Table 5, all hypotheses are accepted.

Customer service is considered to have an impact on perceived value. This result aligns with
the author's research, suggesting that the quality of customer service significantly influences
satisfaction. Consumers will trust more when using an e-commerce website if it provides
reliable and user-friendly operations.

Customer satisfaction in purchasing affects website design positively. This means that
satisfaction from the shopping website provided can influence consumer perceived value. This
research finding is not entirely consistent with previous researchers, as there is no positive
relationship between satisfaction and website design because they believed that satisfaction is
influenced by the type of product. However, according to other researchers, satisfaction is
influenced not only by the type of product but also by the comprehensiveness and novelty of
information.

Safety in electronic usage significantly influences satisfaction. Electronic usage safety is

distinctly different from services at offline stores; in the online environment, consumers do
not have direct contact with staff, so all services are provided virtually. Good service ensures
safety on a shopping website, providing consumers with security in searching for information,
placing orders, and awaiting delivery (Reference document 12). Safety during the shopping
process is crucial when consumers start their e-commerce purchasing journey, from the
transaction initiation to completion, encompassing the interaction between consumers and
sellers before and after the transaction. This study also supports previous research, indicating
that safety during the shopping process significantly affects customer satisfaction. Safety
significantly influences the use of e-commerce websites, where users receiving good service
will continue using the platform and will increase the benefits of using it (Reference
document 13).

Website design significantly and positively influences the online loyalty of Shopee
consumers. Safety will lead to loyalty to an e-commerce website when the site can provide the
best value to users. Consumer safety assurance can be assessed from utility and enjoyment
values. This study demonstrates that consumers' safety assurance will lead them to choose an
e-commerce platform that provides products according to their needs, valuable utility, and
affordability. Consumer loyalty to an online store can be demonstrated by repeat purchases in
the future and by recommending the online store to potential consumers or friends to shop at
the same online store when the Shopee e-commerce platform adequately ensures customer
safety.

3. Survey form

Construct Indicator Description

Autonomy A1 I have more autonomy in buying on SHOPEE

(Formative)

A2 Buying on SHOPEE help me to find item that i needed

A3 I find more items that make my life become better

Usage (Formative) U1 I plan to buy through Shopee in the near future

U2 I think i was spending more time for shopping on SHOPEE

than original shopping

Challenge C1 I'm concerned about the level of personal information security

(Formative) when making payments through Shopee e-commerce platform

C2 The item you want to buy cannot be seen

C3 Shopee purchases can be scammed

Effectivenes E1 shopping experience on Shopee make you satisfied

(Reflective)

E2 I easily make online transactions

 E3 The product price when I buy online is cheaper than when I
buy directly at the store

Depth (Formative) D1 The terms and conditions for using promotions clear and easy
to understand

D2 Be able to see the reviews of previous buyers

D3 Brands on SHOPEE e-commerce platform have a certain

reputation

Format (Formative) F1 Time you spending on SHOPEE reasonable

F2 Promotions when buying through Shopee e-commerce

platform attract me

F3 the terms and conditions for using promotions clear and easy
to understand

CHAPTER 4: RESEARCH RESULTS

- This study provides some suggestions for e-commerce website managers to enhance
customer loyalty.

- Web Design: It is advisable to upgrade and maintain the system regularly to uphold
good quality.

- Security: Provide clear, comprehensive, accurate, secure, updated, and understandable

information about products and services.

- Reliability: It is beneficial for e-commerce platforms to have their own delivery team
to ensure the quality of delivery service and enhance customer trust. Additionally, the
website should have clear return policies, friendly customer service, and prompt issue
resolution.

CHAPTER 5: SUMMARY
The website design, reliability, security, and quality of customer service of the Shopee website
directly impact the shopping process of customers at Shopee. Additionally, customer
 satisfaction also significantly influences loyalty during the shopping experience. This study
concludes that customers will remain loyal to an e-commerce website if it can provide the best
quality of service. When customers feel they have the best shopping experience, meaning they
are satisfied with the website's quality, they will continue to use the website for shopping and
recommend it to others. Therefore, enhancing customer satisfaction during the shopping
process is crucial to gaining customer loyalty.

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