Mobile Payment and Delivery Services in Vietnam During the Covid-19 Pandemic: A Data Mining Analytics Investigation

The Covid-19 pandemic began as early as November 2019, and its first negative impact on business activities was in the retail industry since isolation orders pushed the market into closed environments that restricted payment and delivery services. With the Internet and apps, special delivery platforms are popular and changes in mobile payment methods have facilitated retail operations, such as delivery services. Mobile payments and delivery service have increased globally as attractive transaction methods during the Covid-19 pandemic. Along with mobile payments, with the growing demand for convenience and cultural climate, delivery services in Vietnam became even more popular during the Covid-19 pandemic since they are considered useful, convenient, and safe means to reduce the risk of exposure to infection. This empirical study investigates Vietnamese consumer behaviors with mobile payment and delivery services during the pandemic. Data mining analytics, including association rules and clustering analysis for investigating mobile payment and delivery service business model development. Thus, this study finds several knowledge clusters, which are named the Cluster-1 Women’s Workforce Group; the Cluster-2 Men’s Workforce Group; and the Cluster-3 Student Group. In addition, patterns and rules which found the associations of consumer behavior and delivery service preferences; and the associations of consumer behavior and mobile payment and delivery service preferences; in terms of for indicating how mobile payment and delivery services can serve customers for Vietnam retail businesses.