International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

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 Volume 11, Issue 4 (April 2024), Pages: 9-21

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 Original Research Paper

Exploring the interplay between website quality and consumer purchase behavior in e-commerce after the COVID-19 pandemic: A study of Shopee Vietnam

 Author(s): 

 Trong Hung To 1, Tien Dat Nguyen 2, The Tuan Tran 3, *, Diem-Chau Tran-Ngoc 4, Thien Kim Ly-Ngoc 5

 Affiliation(s):

 1Academy of Policy and Development, Ministry of Planning and Investment, Hanoi, Vietnam
 2Faculty of Economics-Law, Ba Ria Vung Tau University, Ba Ria Vung Tau, Vietnam
 3Faculty of Transport Economics, University of Transport Technology, Hanoi, Vietnam
 4Research and Development, International University, VNUHCM, Ho Chi Minh City, Vietnam
 5Faculty of Business Administration, FPT University CanTho Campus, Can Tho City, Vietnam

 Full text

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 * Corresponding Author. 

  Corresponding author's ORCID profile: https://orcid.org/0000-0001-7901-2060

 Digital Object Identifier (DOI)

 https://doi.org/10.21833/ijaas.2024.04.002

 Abstract

Vietnam is recognized for its significant growth in e-commerce. Shopee has become the leading e-commerce platform in Vietnam in terms of revenue and market share. However, Shopee Vietnam faces several challenges, including how customers perceive its services. There is also a lack of academic studies on how the COVID-19 pandemic affected consumer buying habits, especially in relation to Shopee Vietnam. This research looks into how the quality of Shopee's website - including its system, information, and service quality - affects customer buying behavior. The study uses a theoretical framework and tests ten hypotheses using a quantitative approach. Data was collected from 309 Shopee users through a questionnaire and analyzed with SPSS and AMOS 22.0 software. The results show that only information quality and system quality significantly influence customer buying behavior, with service quality having no notable effect. Information quality is the most influential factor. The study concludes that customers view Shopee.vn not just as a place to buy, sell, and ship goods but also as a source of information for searching, exploring, and comparing data.

 © 2024 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 System quality, Information quality, Service quality, Customer buying behavior, Shopee Vietnam

 Article history

 Received 19 September 2023, Received in revised form 29 January 2024, Accepted 15 March 2024

 Acknowledgment 

No Acknowledgment.

 Compliance with ethical standards

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 To TH, Nguyen TD, Tran TT, Tran-Ngoc DC, and Ly-Ngoc TK (2024). Exploring the interplay between website quality and consumer purchase behavior in e-commerce after the COVID-19 pandemic: A study of Shopee Vietnam. International Journal of Advanced and Applied Sciences, 11(4): 9-21

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 Figures

 Fig. 1 Fig. 2 Fig. 3 Fig. 4 

 Tables

 Table 1 Table 2 Table 3 Table 4 

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