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Q. What kind of social media have you used? / What are the
social media that you use often
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13
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Facebook is still dominantly popular due to the
variety of useful information. some started to slow
down the usage
Voices from heavy Facebook users
“Facebook has many interesting contents both from my friends
and others. I check news and also watch video on Facebook.
They have a good cartoon content to watch”
“I use Facebook for a variety of things. I post photos, follow
celebrities, I also buy fashion items through the platform.”
“I use both but prefer Facebook as I see many photos and videos
there. Zalo is for the private communication only with text.”
Voices from those who use Facebook less than before
“I feel less willing as I know my mom is on Facebook”
“I came to use Facebook less often simply as there are so
many ads. I use Instagram as it has more pure contents.”
“I am okay with Instagram as most of my close friends are on
it. Instagram also has a good chat features.”
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Both application are very popular in Vietnam. Zalo
is used more for the closer circles, while Facebook
is used for wide network
Facebook
“Facebook is very open. Now that it does not require telephone
number, I could get connected with anyone, even outside of
Vietnam easily”
” It is open and easy to share. There are many features
added and I could use it to see the news and how people
feel about it. Zalo is too private.”
Zalo
“It is very simple. Even my parents could use it as it is very
simple, so for me a good communication tools regardless of the
age or profile in Vietnam”
“It is easier to look for someone on Zalo as I could look for
them via telephone number. Sometimes I get no idea how I
could find my friends when they use the nickname and nonphoto based icons”
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16
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Shopee is dominant among the youth due to a
good promotional images and the variety of the
products lineup
“I use Shopee as it has a frequent promotions and I could get the
promo code often. Also it offers free shopping for most of my
purchase.”
“I like Shopee as the app is easy-to-navigate. Also there are a
variety of the products.”
“My impression on Tiki is “books”. I do not buy other items at Tiki. “
“Shopee has a fast delivery, so I do not have to wait long. I
understand that some other companies also provide quick
delivery but I have to bear the additional cost ”
“Shopee has many local products particularly in the area of
fashion. These products designs are more suitable for us.”
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Social commerce is used for new product
findings. Gen Z tends to rely on Shopee for
purchase as better deal and free delivery, though.
More variety of contents
“There are many variety of sellers who posts the new items. It is
fun to watch them and I would click to buy them when interested.
I need to surf to look for what I want for Shopee”
Effective as source of the info
“Sometimes I see the item with nice design on Facebook. I will
check if the same product be available at Shopee as they tend to
offer the better pricing with shipping cost.”
Lack in the discount power
“I use Facebook or Instagram to look for the items but I check the
same item on Shopee. For Facebook seller, I usually have to pay
for the shipping cost, while Shopee has discount vouchers for
free shipment cost”
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“For me, it is more convenient to search on google and watch content on
laptop. I rarely watch the program on TV. Everything is on YouTube.”
19
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“Foreign music is to enjoy the melody, while Vietnamese music is to enjoy its
message from the lyrics”
“I use Spotify as it is a subscribed service. Now that I listen to music, I feel
more contributed to the artists that I listen to often.”
20
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Q. What kind of payments do you use often?
21
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Some rely on non-cash payment due to the better
promotions and the convenience. One of the things
to drive non-cash usage is their increasing trust in
digital platform
Better cost / promotion
“I use e-wallet simply as I could get more discount. I have better
deals when my account is linked with EC or food delivery”
Convenience
“I feel it more convenient as I do not have to worry about how
much money is left in my wallet. also the transaction is quick.”
More trust in EC platform
“I buy at Shopee a lot. So I am comfortable in paying in advance
with my cards as it is more convenient and also I could get free
delivery.”
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23
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“I like this Milo’s ad as it is dynamic and
young images. I went out to buy the product
right away.”
“I recall Shopee ads as it has a consistent
visual message with catchy music. Now that
I use Shopee heavily, this is my favorite ads.
“I like this Starbucks ads as the product is
only available in Japan for a limited time. I
wish I could have it here.”
26
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Q. What kind of information do you refer to when you purchase things? / What kind of information do you trust in purchasing?
27
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They rely on the reputation via reviews and also
hear the opinions with their friends with better
knowledge. The influence of parents are limited as
Gen Z think that their taste is totally different.
Interests via celebrities
“I follow many celebrities. I could check the product information
with ease, as they are tagged or have the link. Those increase
my interests to have me search the information more.”
Friends’ opinion
“ When I buy things, I am quite careful. When I find a cloth that I
found it beautiful, I will make sure to ask my friends’ opinion so
that I would not make wrong choice.”
Limited parents’ influence
“ I do not ask my parents opinion unless I need to ask them for
money. I have no idea why I have to ask their opinion as they do
not understand my taste.”
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Gen Z feels more positive about their potentiality
thanks to their openness and intelligence
Open Minded
“We are more open-minded compared with the elderly people.
This is probably as we grew up with internet. We are open to talk
with someone that we come to know through online.”
Born with better time
“Unlike my parents’ age, we did not have to struggle with daily
lives or issues with going to schools. We have more options and
opportunities. “
Confident in themselves
“We believe we could achieve what we want, because we went through
better education and not federated with the traditional behaviors. We
are surrounded with more chances than the older ages.”
Smart choices
“We use many technology devices. Unlike my parents’ age we
are more familiar with technologies. We know how to make the
better choices with the use of technologies and information.”
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