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competence (Deci & Ryan, 1985) but also stimulate social competition, creating strong
motivation that urges users to participate and execute transactions (Vroom, 1964).
H4: The appeal of Gamification has a positive impact on the online shopping
behavior of young consumers in Hanoi on the Shopee platform.
From the above scientific arguments, combined with the justified hypotheses (H1,
H2, H3, H4), the empirical research model diagram is proposed as follows:

Figure 1. Proposed research model diagram
Source: Proposed by the Author
3.2. Research methodology
To conduct this study, the authors employed the following methods:
Primary data collection and analysis method: A random online survey was
conducted with a valid sample size of N = 230 young consumers (aged 16 - 30) in Hanoi
who have previously shopped on Shopee. Ethically, for respondents aged 16-17, explicit
parental or guardian consent was required prior to survey participation. All collected data
were strictly anonymized and exclusively used for academic purposes. Subsequently, the
data was encoded and processed using SPSS software through the following tests: Scale
reliability assessment (Cronbach’s Alpha), Exploratory Factor Analysis (EFA), and Ordinary
Least Squares (OLS) multiple linear regression to quantify the impact levels of
Shoppertainment factors.
Secondary data research method: Extracting and synthesizing data from reputable
macroeconomic reports, such as the Vietnam E-commerce White Book (Ministry of
Industry and Trade), VECOM Report, Metric's market data, research by TikTok & BCG, and
financial reports of SEA Limited (Shopee's parent company).
Synthesis, comparison, and inductive reasoning methods.
4. Current market situation
4.1. Market boom and Shopee's dominant position
Regarded as a bright spot in Vietnam's digital transformation landscape, the
domestic E-commerce market has continuously recorded remarkable strides with
impressive growth rates. Notably, during the 2020–2022 period, when the Covid-19
pandemic dealt a severe blow to most global trade and service activities, Vietnam's E-
commerce still demonstrated fierce resilience. Contrary to the recession and negative

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