Luận văn: Phân tích các nhân tố ảnh hưởng đến hành vi mua sắm trực tuyến của khách hàng Việt Nam trong thời gian quaAnalyzing of factors affecting online shopping behavior of Vietnamese customers in recent years
Analyzing of factors affecting online shopping behavior of Vietnamese customers in recent years Student name: NGUYEN TRONG ANH THO ID: 001131753 Class: Intake 26 Table of Contents LIST OF ABBREVIATIONS LIST OF CHARTS LIST OF TABLES CHAPTER :INTRODUCTION 1.1 Background 1.2 Problem Statement / or Rationale of the project 1.3 Research Objective & Research Question 1.3.1 Research Objective 1.3.2 Research Question 10 1.4 Research Method Overview 10 1.5 Research scope 10 1.6 Limitation .10 1.7 Research Ethics 11 1.8 Outline 11 CHAPTER 2: LITERATURE REVIEW 12 2.1.1 How shopping online engage its customers? Advantage and Disadvantage of online shopping 12 2.1.2 Related theoretical models 15 2.1.3 Overview of researches on online shopping behavior 17 2.1.4 Online shopping intentions 22 2.1.5 The factors effect on the online shopping behavior of Vietnamese customers 23 2.2 Previous studies: 25 2.3 Conceptual Framework and Hypothesis: .28 CHAPTER 3: METHODOLOGY 29 3.1 Research design (or Research process) 29 3.2 The final version of Questionnaires .30 3.3 Research method 32 3.3.1 The quantitative research .32 3.3.2 The qualitative research 32 3.3.3 The mixed method 33 3.4 Data Collection Method 33 3.5 Statistical tool .33 3.5.1 Reliability (Cronbach's alpha) 33 3.5.2 Empathy 34 3.5.3 Assurance 34 3.6 Data Analysis Process 34 3.7 Exploratory Factor Analysis (EFA) 34 3.8 Conclusion 35 CHAPTER : ANALYSIS AND FINDING & DISCUSSION .36 4.1 Data Description Analysis 36 4.2 Reliability Test .40 4.3 Exploratory Factor Analysis- EFA 42 4.4 Multi – Regression .46 4.5 Test the hypothesis of the research model 48 4.6 ANOVA 49 CHAPTER : CONCLUSION AND IMPLICATION .50 5.1 Conclusion 50 5.2 Implication 51 5.3 Limitation .53 References: 54 APPENDIX 57 ABSTRACT This study aims to analyze factors that influence customers 'online shopping behavior and consider how those factors have changed customers' online shopping behavior in recent years This goal was achieved by using a model of perceived risk, price, trust, perceived usefulness, and perceived ease of use impact of customers on their online shopping behavior to make the research hypothesis To investigate these hypotheses, 280 questionnaires were scattered across online websites Finally, regression analysis is used on data to test research hypotheses This dissertation focuses on the key objective that is to research and analyze online shopping behaviors as well as factors that change customers' online shopping behavior in the context of Vietnam Based on the research results, the author will propose a number of suggestions and ways to help online retailers and e-commerce sites take methods to heighten customers' online shopping intentions, in that way promoting customers to buy more online ACKNOWLEDGEMENT To complete this dissertation, the author would like to thank lecturer Nguyen Ngoc Danh for helping in the research With the enthusiastic support of the instructor, the author was finally able to overcome some difficulties and complete the thesis Besides, the author would like to thank all survey participants for their comments during the survey to make this dissertation Besides, I hereby undertake, the dissertation "Analyzing of factors affecting online shopping behavior of Vietnamese customers in recent years" is an independent research work of mine In addition to the secondary information related to the research that has been cited as prescribed, all results presented in the thesis are analyzed from the investigation data source directly conducted by me All data are truthful and the dissertation content has never been published in any other research LIST OF ABBREVIATIONS B2B : Business to Business B2C : Business to Customer C2B : Business to Business C2C : Customer to Consumer COD : Cash on Delivery E-Cam : E-Commerce Adoption Model EFA : Exploratory Factor Analysis PEU : Perceived ease of use PR : Perceived Risk PU : Perceived usefulness TAM : Technology Acceptance Model TPR : Theory Perceived Risk TRA : Theory of Reasoned Action VECOM : Vietnam E-Commerce Association LIST OF CHARTS Chart 1: B2C e-commerce in Vietnam Chart 2: Gender Chart 3: Age Chart 4: Occupation Chart 5: Rate of getting to know the websites online LIST OF TABLES Table 1: Rate of getting to know the online shopping websites Table 2: The mean of each factor Table 3: Analysis results in Cronbach's Alpha Table 4: KMO and Bartlett's Test Table 5: Communalities Table 6: Rotated Component Matrix Table 7: KMO and Bartlett's Test Table 8: Dependent Variables Table 9: Regression Table 10: ANOVA Table 11: Coefficients Table 12: Hypotheses Exploration Results LIST OF FIGURES Figure 1: Theory of reasoned action-TRA Figure 2: Theory of Perceived Risk-TPR Figure 3: TAM model Figure 4: Online shopping intentions Figure 5: Online shopping intentions Figure 6: E - Commerce Adoption Model Figure 7: buying decision process Figure 8: Proposed research model CHAPTER :INTRODUCTION 1.1 Background During the 4.0 period, in conjunction with the consequences of the Covid nineteen epidemic, e-commerce was growing apace within the world and in Vietnam Ho Chi Minh City and Hanoi in 2019 account for 19% of the population but account for over 70% of e-commerce transactions nationwide That means the remaining 61 localities account for 82% of the population but only contribute less than 30% of the e-commerce scale It is worth noting that this 70% proportion is stable in the whole period 2015 - 2019 and there is no sign of change in the coming years The inquiry by the Vietnam E-Commerce Association (VECOM) showed that the e-commerce growth rate is over 32% The scale of e-commerce retail of customer goods and services in 2019 will reach about 11.5 billion USD VECOM forecasts the evolution rate to 2020 will continue to be over 35% when Vietnam's ecommerce scale will exceed 15 billion USD (VECOM, 2020) The online retail mode both develops in the thing that retail businesses construct websites to countenance customers to shop online and in the fact that a series of domestic and foreign e-commerce sites are entering the commercial market trade in our country The websites that are doing quite well in Vietnam can be mentioned as Tiki, Shopee, Lazada, etc These websites consistently have impressive "offers", regular discounts, product variety, etc Not only that, the number of customers using smartphones to buy online tends to grow Therefore, e-commerce websites have launched mobile applications so that customers can shop directly on that application at attractive discounts Besides the above shopping apps, customers also have many choices through online shopping channels on social medias like Instagram, Facebook, Zalo, etc Indonesia and Vietnam are markets that breakthrough through the trend of digital economic development compared to the remainder of the area, with growth rates appreciable 40% / year, whereas the rest of the countries have growth of 20-30% / year Three hours twelve minutes is that the average time that Vietnamese individuals pay mistreatment the net on mobile devices, focusing on social networking and media applications (52%), video observance applications (20%), and games (11%) (VECOM, 2020) The operation or action of buying a product or service over the Internet is called Online shopping Mean going to the supplier's website, choosing something, and make plans for deliveries Customers pay for goods or services online with a debit card, credit card, or cash on delivery Online shopping or e-commerce is the search and purchase of goods and services over the Internet using a web browser The main attraction of online shopping is that customers can find and buy the items they need (which are then shipped to their homes) without leaving home Today, almost anything can be purchased through online shopping, up to billions of dollars per year Today, most retail stores have a website or app where customers can shop online and ship them to their homes or pick them up at a nearby store Online shopping has been a success as more and more customers purchase an increasingly diverse product on the Internet Along with the recovery of the economy, Vietnam's e-commerce has seen faster growth As of January 2017, there were 50.05 million Internet users in Vietnam, to occupy 54% of the population, a rise of 7% against 2016 The number of Internet users is appreciated at a high level in the world However, the proportion of people using it is still at a middling level Vietnam has 47 million social media users, to occupy 49% of the population (Tran Thi, 2018) E-commerce is growing rapidly, but the growth factors are uneven: connectivity, access to data, and handsets play a key role in changing customer behavior To a broader extent, smartphones are an early sign of the potential for e-commerce growth However, the connectivity of smartphones alone will not be enough to drive the growth of e-commerce Cultural factors and other factors from the market can also influence customers' online and in-store shopping behavior 1.2 Problem Statement / or Rationale of the project According to (Ramachandran et al., 2011), in recent years, together with the power increase of the Internet, online shopping has become a preferred and progressively popular searching technique within the world The customer's percentage of the shop online keeps increasing over time The way of shopping changes, from direct shopping at the store to online shopping, comparing and evaluating the value of products and services is done with many sources of information quickly, diversified, and available objectivity Thus, buying online is a natural and inevitable tendency thanks to the increase of the Internet To uphold and expand their e-commerce business, retailers face the challenge of not only attracting new customers but also retaining existing customers and finding solutions for them to find websites So, with the want to make inquiries about the behavior and factors that affect the online shopping behavior of Vietnamese customers, the author has chosen a research perspective through understanding shopping behavior and factors to cause changes in current customers' online shopping behavior through the topic: " Analyzing of factors affecting online shopping behavior of Vietnamese customers in recent years." to determine and depict the Vietnamese customers' characteristics in the online shopping process, as well as understand and analyze the significant element influencing customers' online shopping behavior 1.3 Research Objective & Research Question 1.3.1 Research Objective Stemming from the overhead reasons, the dissertation focuses on the key objective that is to research and analyze online shopping behaviors as well as factors that change customers' online shopping behavior in the context of Vietnam Based on the research results, the author will propose a number of suggestions and ways to help online retailers and e-commerce sites take methods to heighten customers' online shopping intentions, in that way promoting customers to buy more online 1.3.2 Research Question To get answers to the research objectives, the author used the following three research questions: To explore the current development of Vietnamese online shopping How shopping online engage its customers? To evaluate the influence of factors on online shopping behavior 1.4 Research Method Overview In this study, the author will use both quantitative and qualitative research methods Both of these methods have their own advantages and disadvantages, combining these two methods can support each other and help the author answer well the three research questions above For quantitative research, the author will post online questionnaires and distribute them online such as sharing on Facebook, zalo, websites, etc The purpose of using this method is to examine the factors affecting the shopping behavior of Vietnamese customers Moreover, the study added to the system-specific criteria on ease of use, the behavior of searching information online, risk perception in the online shopping process For qualitative research, the author will collect data from various articles, books, and websites on issues related to customer shopping behavior The purpose of using this method is to know about the famous experts/writers who have evaluated the shopping behavior of customers as well as the elements that change the online shopping behavior of customers 1.5 Research scope The purpose of dissertation is to study the online shopping behavior of customers and how online shopping changes customers' shopping decisions Since this is an online survey, it is not limited to regions, cities, or districts The scheduled time for the survey will be conducted in January 2021 1.6 Limitation The survey activities place in Vietnam with about 280 questionnaires, the sample size is not wide enough to act as deputy for the whole population in Vietnam However, the survey results will help the author grasp some basic knowledge about the shopping behavior of customers in Vietnam as well as how online shopping changes their shopping decisions 10 ... understanding shopping behavior and factors to cause changes in current customers' online shopping behavior through the topic: " Analyzing of factors affecting online shopping behavior of Vietnamese customers. .. countries and Vietnam From there, the factors influencing the online shopping behavior of Vietnamese customers and changes in online shopping behavior of Vietnamese customers in recent years Methodology:... 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