Interview Guide for Qualitative Study môn Principle of Management | Trường Đại học Quốc tế, Đại học Quốc gia Thành phố Hồ Chí Minh

Interview Guide for Qualitative Study
Research Title: Exploring Post-Purchase Consumer. Experience in Mobile Livestream
Shopping: A Qualitative Study of Shopee Users in Vietnam
Introduction (for interviewer) -
Thank the participant for joining the interview. -
Briefly explain that the interview focuses on experiences after purchasing products through Shopee Live. -
Emphasize confidentiality and voluntary participation. -
Ask for permission to record the interview.
Part 1. Demographic Questions. 0. How old are you? 1. What is your gender?
2. What is the highest level of education you have completed? 3. What is your current job?
4. What is your monthly income?
5. Are you from the North, Central, or South of Vietnam?
6. How frequently do you go online shopping each month?
7. On average, how much do you spend on online shopping per month?
8. How long have you been using Shopee Live?
9. How often do you purchase products via Shopee Live?
Part 2. Research Questions.
Research Question 1: How do Shopee users in Vietnam experience the post-purchase stage
after buying products through livestream shopping?
1. What aspects of the post-purchase services are most important to you (e.g., delivery,
packaging, communication, customer service)?
2. Can you share one memorable positive post-purchase experience after buying from Shopee Live?
3. Can you share one negative or disappointing post-purchase experience?
4. How do sellers or stores usually communicate with you after the purchase?
5. Do sellers offer any additional benefits after purchase (e.g., follow-up messages,
vouchers, gifts, loyalty points)? How do you feel about these?
6. After purchasing products through livestream shopping, what do you think online
stores could do better to improve the post-purchase experience?
7. Do you give feedback on the experience you got from the purchase? If yes, then in what form?
Research Question 2: How do specific livestream shopping features (e.g., real-time
interaction, streamer credibility, product demonstrations, promotions) shape consumers’
expectations before purchase?
1. Before buying on Shopee Live, what features of the livestream most influence your
expectations about the product or seller?
2. How do these features affect your confidence before purchasing?
Research Question 3: Which livestream shopping factors significantly influence consumers’
post-purchase evaluations and, in turn, their repeat purchase behaviors?
1. After receiving a product bought from Shopee Live, how do you usually evaluate
whether the purchase was successful or not?
2. Which livestream-related features make you feel satisfied after the purchase?
3. Which features lead to disappointment or regret after the purchase?
4. How do these post-purchase feelings influence the decision to buy again from the
same seller or livestream channel?