| Abstract | Significant growth of economics and internet infrastructures of Vietnam brings to
opportunities of developing e-commerce, along with subsidiary of government and high
demands of market, e-commerce is considered as a crucial element in economics in
coming years. Those factors bring opportunities to expand business on internet for
enterprisers, especially in retailing industry. As a developing country, Vietnam has begun
e-commerce plan for recent years with hope opening a brighter future for this industry.
As one of first official mover in online retailing, MPT invested an online store selling
customized cloths for an examination of penetration, with purpose of capturing
experience and understanding implications of online market in Vietnam.
The thesis content is organized under well arrangement of research process. Studying
bootlegging experiences from foreign online retailing lessons and available research of ecommerce
industry in literature review, this thesis also expands its research to online
consumers with consumer behaviors in focus. Systematically, advantages of internet are
taken into analysis and their importance influences to consumer’s attitude about online
shopping, the thesis also considers disadvantages of internet for providing mitigate
solutions. There is a comparison in this thesis between findings and available theories in
context of Vietnam online retailing. In order to have better understanding online
consumer behavior, both qualitative and quantitative data collections are used in
questionnaires handling to online consumers. By different ways, answer options in the
survey mention to aspects of consumer, product, media characteristics, merchants and
intermediary characteristics, those findings are inputs of making marketing strategies for
online retailing of MPT. Conclusion of thesis provides confident solutions for online
retailers in penetrating to e-retailing market. |