MINISTRY OF EDUCATION AND TRAINING
HCMC UNIVERSITY OF TECHNOLOGY AND EDUCATION
FACULTY OF ECONOMICS

GRADUATION THESIS
TOPIC
EVALUATING AND ING LIVE STREAMING PLATFORM IN
FMCG FIELD: AN INTEGRATED FUZZY AHP – TOPSIS APPROACH
Completed by:
1/ Chu Ngoc Huyen

19136031

2/ Vo Thi Khanh Linh

19136036

Grade:

2019

Major:

International Business

Instructor: Ph.D. Nguyen Phan Anh Huy

Thu Duc City, May – 2023

TABLE OF CONTENTS
LIST OF ABBREVIATIONS ................................................................................... iv
LIST OF TABLE ........................................................................................................ v
LIST OF FIGURES .................................................................................................. vii
ACKNOWLEDGEMENT.......................................................................................viii
WORK BREAKDOWN TABLE .............................................................................. ix
ABSTRACT ............................................................................................................... x
CHAPTER 1: INTRODUCTION .............................................................................. 1
1.1

Overview ........................................................................................................... 1

1.2

Objectives.......................................................................................................... 2

1.3

Scope of study ................................................................................................... 2

1.4

The necessity of study ....................................................................................... 2

1.5

Methodology ..................................................................................................... 7

CHAPTER 2: LITERATURE REVIEWS ................................................................. 8
2.1

Theoretical foundations .................................................................................... 8

2.2

Variables definition ........................................................................................... 9

2.2.1

Technology factors (C1) ............................................................................ 9

2.2.2

Operating Costs (C2)................................................................................ 11

2.2.3

Partnership relations (C3) ..............................................
...

...
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Zadeh, L. A. (1965). Fuzzy sets. Information and Control, 8(3), 338–353.
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Zhang, P., Chao, C. W. (Fred), Chiong, R., Hasan, N., Aljaroodi, H. M., &amp Tian, F.
(2023). Effects of in-store live stream on consumers’ offline purchase intention.
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of

Retailing

and

Consumer

Services,

72.

https://doi.org/10.1016/j.jretconser.2023.103262
Zheng, Q., Chen, J., Zhang, R., &amp Wang, H. H. (2020). What factors affect Chinese
consumers’ online grocery shopping? Product attributes, e-vendor characteristics
and consumer perceptions. China Agricultural Economic Review, 12(2), 193–213.
https://doi.org/10.1108/CAER-09-2018-0201
Zhou, X., &amp Tian, X. (2022). Impact of Live Streamer Characteristics and Customer
Response on Live-streaming Performance: Empirical Evidence from e-Commerce
Platform.

Procedia

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https://doi.org/10.1016/j.procs.2022.11.306

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Science,

214(C),

1277–1284.

APPENDIX
APPENDIX 1. Lists of FMCG experts
No.

Full name

FMCGs Company

Position

1

Nguyen Thi My Chau

Assistant Brand Manager

2

Duong Hong Nhung

Suntory Pepsico
Vietnam Beverage
Nestlé Vietnam

3

Nguyen Hoang Khang

Coca-Cola Beverages
Vietnam

4

Nguyen Thao Dung

5

Doan Khanh Linh

6

Nguyen Le Phuong Thao

Coca-Cola Beverages
Vietnam
Coca-Cola Beverages
Vietnam
Coca-Cola Beverages
Vietnam

Nguyen Hoang Thuong
7

Thao

Senior Brand Manager - MILO
National Trade MKT &amp
E-commerce Manager
Marketing utive
Marketing utive
Sales utive
Customer Strategy &amp Planning

Unilever Vietnam

Assistant Manager

8

Luong Thi Hue

G&ampG Concept Co.ltd

Sale utive

9

Le Thi Thu Giang

G&ampG Concept Co.ltd

Director of G&ampG Concept

10

Nguyen Phuoc Hiep

G&ampG Concept Co.ltd

Export Manager (FMCG Brand)

11

Tran Thuy Nga

G&ampG Concept Co.ltd

Sales Export (B2B)

APPENDIX 2. Data Analysis
• Get access to view details at link: https://sum.vn/BwSvHV

71

APPENDIX 3. Some of pictures about the livestream platforms of FMCG’s brands
(Shopee Live, Lazada Live, TikTok Live and Facebook Live)

C.1. Brand’s livestreams on Shopee Live

C.2. Brand’s livestreams on Lazada Live

C.3. Brand’s livestreams on TikTok Live

C.4. Brand’s livestreams on Facebook Live