Factors Affecting The Behavior Of E-Commerce Using: A Case Study In Vietnam

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Nguyen Thi Thanh Thu


E-commerce activity in Vietnam is currently in a boom period with very high annual growth. In addition to websites and e-commerce trading floors, trading activities, buying and selling goods and services through social networks are also attracting many individuals and businesses. The trend of using social networks as a marketing and distribution channel has recently been increasing. Research shows that activities with e-commerce elements on social networks are pretty unique and are not entirely similar to any other form of e-commerce, including e-commerce platforms. One of the striking differences between social networks and e-commerce platforms is that social networks have not had the function of ordering online. Buyers and sellers still have to contact each other directly to complete a commercial transaction. Meanwhile, e-commerce platforms can have an online ordering function and allow e-commerce transactions to be completed on the network, from ordering to shipping and delivery. Some social networks have additional parts to support activities with e-commerce elements (such as Facebook's Marketplace or Zalo's Shop). Still, this function only stops at the stage of introducing products and providing information; there is no online ordering function yet. This practice requires that the law on e-commerce also needs appropriate regulations to manage and facilitate e-commerce activities' development effectively.

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