Factors affecting online shopping behavior of banking university students during the covid 19 pandemic

STATE BANK OF VIETNAM MINISTRY OF EDUCATION AND TRAINING BANKING UNIVERSITY OF HO CHI MINH CITY NGUYEN DO NGOC TRAN (Student code: 030633171432) FACTORS AFFECTING ONLINE SHOPPING BEHAVIOR OF BANKING UNIVERSITY STUDENTS DURING THE COVID 19 PANDEMIC GRADUATE THESIS MAJOR: BUSINESS ADMINISTRATION CODE: 52340101 SUPERVISOR PhD NGUYEN VAN THICH HO CHI MINH CITY, 03 – 2021 STATE BANK OF VIETNAM MINISTRY OF EDUCATION AND TRAINING BANKING UNIVERSITY OF HO CHI MINH CITY NGUYEN DO NGOC TRAN (Student code: 030633171432) FACTORS AFFECTING ONLINE SHOPPING BEHAVIOR OF BANKING UNIVERSITY STUDENTS DURING THE COVID 19 PANDEMIC GRADUATE THESIS MAJOR: BUSINESS ADMINISTRATION CODE: 52340101 SUPERVISOR PhD NGUYEN VAN THICH HO CHI MINH CITY, 03 – 2021 ABSTRACT The study discusses the factors affecting the online shopping behavior of banking university students during Covid 19 based on Ajzen and Fishbein's Theory of Reasoned Action (1980), Theory of Planned Behavior Theory of Planned Behavior-TPB) by Ajzen (1991) along with domestic and foreign referenced research articles on online shopping behavior such as: Ha Ngoc Thang (2016), Nguyen Le Phuong Thanh (2013), Javadi et al (2012), Neger and Uddin (2020), Alhaimer (2021) The questionnaire was posted to student groups of Banking University of Ho Chi Minh City The responses from students obtained through the questionnaire will be recorded through the researcher's email address After month of collection, 160 valid responses were included in the analysis Data is analyzed according to the process from factor analysis to reliability test and regression analysis The results show that, subjective norm has the most important significance for online shopping behavior (with the largest coefficient), followed by attitude and perceived behavioral control, respectively ACKNOWLEDGEMENT Thesis is study my own research results are honest, while no content has been previously published or content by others made except citations citation fully in the thesis To complete this article, first of all, I would like to express my deepest gratitude to PhD Nguyen Van Thich - who wholeheartedly guided and helped me to complete this research Because of my limited knowledge, in the process of researching, I inevitably make mistakes, and I would like to receive suggestions from teachers TABLE OF CONTENTS CHAPTER 1: GENERAL OVERVIEW 10 1.1 Background 10 1.2 The urgency of the topic 11 1.3 Research objectives 12 1.4 Research question 12 1.5 Research object and Research scope 12 1.6 Research Methods 13 1.7 Research content 14 1.8 Research contribution 14 1.9 Structure of research 15 CHAPTER 2: LITERATURE REVIEW 16 2.1 Basic Concepts 16 2.1.1 Online shopping concept 16 2.1.2 Concept of consumer behavior 16 2.1.3 Consumer decision-making process 17 2.2 General theories and research models of consumer behavior 19 2.2.1 Theory of Reasoned Action – TRA 19 2.2.2 Theory of Planned Behavior – TPB 20 2.3 Factors affecting online shopping behavior: 21 2.3.1 Attitude 21 2.3.2 Price 22 2.3.3 Subjective norms 22 2.3.4 Perceived behavioral control 23 2.3.5 Perceived risk 23 2.4 Overview of research 24 2.4.1 Domestic research 24 2.4.2 Foreign research 27 2.4.3 Proposed research model 30 CHAPTER 3: METHODOLOGY 32 3.1 Research design 32 3.1.1 Method of building a scale 32 3.1.2 Research scale 33 3.2 Choose a sample 39 3.2.1 Overall 39 3.2.2 Method of sampling 39 3.2.3 Sample size 40 3.2.4 Information gathering 40 3.2.5 Information gathering process 40 3.3 Statistical data analysis technique 41 3.3.1 Testing the reliability of a scale 41 3.3.2 Testing the reliability of the model 41 3.3.3 Correlation coefficient and regression analysis 42 3.4 Conclusion of chapter 42 CHAPTER 4: FINDING 44 4.1 Data analysis 44 4.1.1 Unsuitable answer sheets 44 4.1.2 Data encryption 44 4.2 Sample discription 45 4.3 Reliability analysis and appropriate scale 54 4.3.1 Testing of scale reliability by Cronbach's alpha coefficient 55 4.3.2 Exploratory factor analysis EFA 60 4.3.3 Testing of models and hypotheses 68 4.4 Summary of research results 72 CHAPTER 5: CONCLUSION AND RECOMMENDATION 74 5.1 Conclusion 74 5.2 Recommendations and suggestions 75 5.3 Research limit 76 REFERENCE 78 APPENDIX 82 APPENDIX 89 LIST OF ABBREVIATIONS Abbreviation Original HCMC Ho Chi Minh city TRA Theory of reasoned action TPB Theory of planned behavior IT Information Technology A Attitude P Price SN Subjective norms PBC Perceived behavioral control PR Perceived risk OSB Online shopping behavior TABLE LIST Table Summary of scale 37 Table 1: Statistics for gender .45 Table 2: Statistics for school year 45 Table 3: Statistics for major 46 Table 4: Statistics for income 47 Table 5: Statistics for How long have you been using Internet 48 Table 6: Statistics for How many hours in a day you use the Internet 48 Table 7: Statistics for shopping sites you usually buy during Covid? 49 Table 8: Statistics for products you usually buy when shopping online 49 Table 9: Descriptive Statistics for Attitude 50 Table 10: Descriptive Statistics for Price 51 Table 11: Descriptive Statistics for Subjective norms 51 Table 12: Descriptive Statistics for Perceived behavioral control 52 Table 13: Descriptive Statistics for Perceived risk 53 Table 14: Descriptive Statistics for Online shopping behavior 54 Table 15: Reliability Statistics for Attitude 55 Table 16: Reliability Statistics for Price 55 Table 17: Reliability Statistics for Subjective norms 56 Table 18: Reliability Statistics for Perceived behavioral control first time 57 Table 19: Reliability Statistics for Perceived behavioral control second time 58 Table 20: Reliability Statistics for Perceived risk 58 Table 21: Reliability Statistics for Online shopping behavior 59 Table 22: KMO coefficient and 1st Bartlett's test 60 Table 23: Eigenvalues and % explaining factors first time 60 Table 24: Convergence coefficient of factors forming first time 61 Table 25: Discriminant value between observed variables first time 62 Table 26: KMO coefficient and 2nd Bartlett's test 63 Table 27: Eigenvalues and % explaining factors second time 63 Table 28: Convergence coefficient of factors forming second time 64 Table 29: Discriminant value between observed variables second time 65 Table 30: KMO coefficient and Bartlett's test 66 Table 31: Eigenvalues coefficients and % explaining factors 66 Table 32: Convergence coefficient of forming factors 67 Table 33: Correlation between independent variable and dependent variable 68 Table 34: Model summary table 69 Table 35: ANOVA test table 69 Table 36: Hypothesis testing 70 Table 37: Standardized Coefficients 72 81 29 Thanh, N L P (2013) Các yếu tố ảnh hưởng đến ý định mua sắm trực tuyến khách hàng Việt Nam (Doctoral dissertation, Luận văn thạc sĩ, Đại học Kinh tế Thành phố Hồ Chí Minh) 30 Tinne, W S (2011) Factors affecting impulse buying behavior of consumers at superstores in Bangladesh ASA University Review, 5(1), 209-220 31 Trâm, N N (2015) Các yếu tố ảnh hưởng đến hành vi mua hàng trực tuyến người tiêu dùng TP Nha Trang 32 Vicker, R (1969) You Can’t Feed People With Reports NACLA Newsletter, 3(1), 14 14 33 Yang, K Y., & Heh, J S (2007) The impact of internet virtual physics laboratory instruction on the achievement in physics, science process skills and computer attitudes of 10th-grade students Journal of Science Education and Technology, 16(5), 451-461 82 APPENDIX SURVEY TABLE SURVEY OF MAJOR FACTORS AFFECTING ONLINE SHOPPING BEHAVIOR OF BANKING UNIVERSITY STUDENTS DURING THE COVID 19 PANDEMIC Hello, Thank you for taking the time to join the survey This survey questionnaire is designed to collect data for the study of “Factors affecting online shopping behavior of Banking University students during the Covid 19 pandemic” The answer, your response to this survey will be of immense value for research and will be anonymous and completely confidential Collected data will be used for research purposes only, not for any other purpose Thank you very much! You are or have been shopping online on e-commerce sites  Yes (Please answer the next question)  No ( Stop doing survey here, thank you very much) Part I: Personal Information Your gender  Male  Female Your school year  Year  Year  Year  Year  Other 83 You are currently studying major  Business Administration  Accounting - Auditing  Finance - Banking  International Economy  Information Systems Management  Economic Law  English language Your income  No income yet, depending on family  - million  - million  - million  - 10 million How long have you been using the Internet ?  years How many hours in a day you use the Internet :  hours What shopping sites you usually buy during Covid?  Shopee 84  Lazada  Tiki  Sendo  Other (please specify) When buying online, which products you usually buy?  Clothing, shoes  Cosmetics  Electronics (phone, television )  Other (please specify) Part II: Information about factors affecting online shopping behavior of Banking University students during Covid epidemic 19 Please indicate how strongly you agree with the following statements (Mark (X) in the corresponding cell of which = strongly disagree, = disagree, = neutral, = agree, = strongly agree) Strongly No Factors disagree first I Attitude I find online shopping to be worth using, especially during Covid's time I think that online shopping during Covid has brought many new experiences Disagree Neutral Agree Strongly agree 85 I found it wise to shop online during Covid's time Online shopping during Covid has become a habit Shopping online during Covid's time was fun and enjoyable II Price I think online shopping is expensive I am willing to use online shopping even though the price is high Shipping price is my main consideration when deciding to use or not to use online shopping services Price is the key factor in online shopping Choose products with 10 affordable prices when shopping online III Subjective Norms The opinion of people 11 around me is important to me when shopping online 86 I would have no problem 12 shopping online if my friends and relatives bought it without problems Sharing experiences through 13 product reviews will catch my attention I shop online because I can 14 get details about products online 15 IV 16 17 I shop online because I can shop whenever I want Perceived behavioral control I don't shop online without a home computer I don't shop online if I don't have a credit card I don't shop online because 18 the network speed is very slow Whether I use online 19 shopping or not is entirely up to me 20 V I feel like I can control my spending when I shop online Perceived Risk 87 I feel that my credit card 21 information could be compromised and misused if I shop online I feel that my personal 22 information provided to deal with retailers may be compromised to third parties I might be overcharged if I 23 shop online because the retailer has my credit card information When transferring money online, I am afraid that I will 24 lose money due to careless errors such as wrong account number or wrong amount When a transaction error 25 occurs, I am worried that I cannot get a refund from the seller VI Online shopping behavior Online shopping makes it 26 easier for me to shop during social breaks 88 27 28 I have more choices when I shop online I can shop whenever I want I can avoid crowds when 29 shopping online during Covid 30 I will continue to shop online in the future Thank you very much for taking the survey 89 APPENDIX 165 samples Gender School year Major 90 Income How long have you been using the Internet ? 91 How many hours in a day you use the Internet ? What shopping sites you usually buy during Covid? 92 When buying online, which products you usually buy? 93 94 95 ... pandemic 19 - Find out the factors affecting online shopping behavior of the students of the University of Banking in Ho Chi Minh City during Covid 19, at the same time research the influence level of. .. online shopping behavior of HCM Banking University students during Covid 19? - What is the influence of factors affecting online shopping behavior of Ho Chi Minh City Banking University students during. .. the factors affecting the online shopping behavior of banking university students during Covid 19 based on Ajzen and Fishbein's Theory of Reasoned Action (198 0), Theory of Planned Behavior Theory