1 MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM BANKING UNIVERSITY OF HO CHI MINH CITY NGUYEN HUU TAM FACTORS AFFECTING SATISFACTION WHEN PARTICIPATING IN ZALO PAY GAMIFICATION OF BANK.
MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM BANKING UNIVERSITY OF HO CHI MINH CITY NGUYEN HUU TAM FACTORS AFFECTING SATISFACTION WHEN PARTICIPATING IN ZALO PAY GAMIFICATION OF BANKING UNIVERSITY STUDENTS IN HO CHI MINH CITY GRADUATE THESIS OUTLINE MAJOR: BUSINESS ADMINISTRATION CODE: 7340101 HO CHI MINH CITY, 2021 MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM BANKING UNIVERSITY OF HO CHI MINH CITY NGUYEN HUU TAM FACTORS AFFECTING SATISFACTION WHEN PARTICIPATING IN ZALO PAY GAMIFICATION OF BANKING UNIVERSITY STUDENTS IN HO CHI MINH CITY GRADUATE THESIS OUTLINE MAJOR: BUSINESS ADMINISTRATION CODE: 7340101 SUPERVISOR Dr DANG TRUONG THANH NHAN HO CHI MINH CITY, 2021 SUPERVISOR’S COMMENT Supervisor DANG TRUONG THANH NHAN, Ph.D i DECLARATION I hereby declare that this is my own research work, the research results presented in the thesis are honest and objective The sources of information cited in this thesis are clearly indicated I am responsible for my thesis Signature Nguyễn Hữu Tâm ii ACKNOWLEDGE I would like to express my gratitude to my family and friends, who have supported and encouraged me throughout my thesis research and implementation To my supervisor, Dr Dang Truong Thanh Nhan, I would like to express my sincere appreciation and gratitude Her encouragement and feedback substantially enriched and enhanced my work Without her inspiration and guidance, it would have been impossible to complete the thesis successfully Again, I would like to express my gratitude to Miss Nhan Lastly, I would like to thank all my friends who encouraged and assisted me whenever I encountered difficulties while working on this thesis iii TABLE OF CONTENT CHAPTER 1: INTRODUCTION 1.1 Research background .1 1.2 Research objectives 1.3 Research questions 1.4 Research subject and scope 1.4.1 Research subject .4 1.4.2 Research respondents .4 1.4.3 Research scope 1.5 Research method 1.6 Research structure CONCLUSION CHAPTER 2: LITERATURE REVIEW 2.1 The concept of satisfaction of customer 2.2 Theories background 2.2.1 The expectation confirmation theory 2.2.2 Diffusion of innovations theory 2.3 ACSI model .8 2.4 ECSI model .8 2.5 The acencendens and mediator model 2.6 The previous research .9 2.7 Proposed model 14 2.8 Hypotheses 15 CONCLUSION 20 CHAPTER 3: RESEARCH METHOLODOGY 21 3.1 Research Process 21 3.2 Research Method 22 3.2.1 Qualitative Research 23 3.2.1 Quatitative Research 24 3.3 Adjust the scale 25 iv 3.3 Data processing methods 32 3.3.1 Cronbach’s Alpha Analysis 32 3.3.2 EFA Analysis 33 3.3.3 Regression Analysis 34 CONCLUSION 35 CHAPTER 4: DATA ANALYSIS 37 4.1 Sample descriptions 37 4.2 Cronbach’s alpha analysis 39 4.2.1 Evaluate independent variable scale 39 4.2.2 Evaluate dependent variable scale 42 4.3 Exploratory factor analysis (EFA) 43 4.3.1 EFA analysis for Independent Variable Scale 43 4.3.2 EFA analysis for Dependent Variable Scale 46 4.4 Correlation analysis 48 4.5 Regression analysis 48 4.6 Test the difference of independent variables and controlled variables based on Robust check 53 4.6.1 The differences in gender 53 4.6.2 The differnces in frequency 53 4.6.3 The differnces in purpose 54 4.7 The result of data analysis 55 CONCLUSION 55 CHAPTER 5: CONCLUSION AND IMPLICATIONS 57 5.1 Conclusion 57 5.2 Implications 58 5.3 Limitations and future research 61 REFERENCES 63 APPENDIX 1: FOCUS GROUP DISCUSSION (English Version) 68 APPENDIX 2: FOCUS GROUP DISCUSSION (Vietnamese Version) 69 APPENDIX 3: QUESTIONNAIRE SURVEY (English Version) 70 APPENDIX 4: QUESTIONNAIRE SURVEY (Vietnamese Version) 76 v APPENDIX 5: DATA ANALYSIS RESULT 82 vi LIST OF ACRONNYMS Acronnyms Meaning ANOVA Analysis of Variance CR Cashbacks & Rewards KMO Kaiser-Mayer-Olkin EFA Exploratory Factor Analysis EOU Ease of Use PC Perceived Convenience R Reliable SIG Significance level SL Satisfaction level SPSS Statistical Package for the Social Sciences STE Save Time & Effort SS Security system VIF Variance inflation factor vii LIST OF FIGURES NUMBER NAME PAGE Figure 2.1 ACSI model 22 Figure 2.2 ECSI model 22 Figure 2.3 The actecendens and mediator model 23 Figure 2.4 Proposed research model 29 Figure 3.1 Process research 35 viii Tôi tin thông tin cá nhân không sử dụng cho mục đích khác Tơi tin thông tin cung cấp để tham gia gamification Zalo Pay bảo mật Dễ dàng sử dụng Tôi dễ dàng tham gia gamification Zalo Pay Tơi dễ dàng học cách tham gia gamification Zalo Pay Tơi tham gia gamification cách linh hoạt sử dụng ví điện tử Zalo Pay Tôi thấy giao diện tương tác gamification Zalo Pay rõ ràng dễ hiểu Tiết kiệm thời gian Tôi không tốn nhiều thời gian để làm quen với gamification Zalo Pay Tôi không tốn nhiều thời gian để tham gia gamification Zalo Pay Gamification Zalo Pay thiết kế phù hợp với quỹ thời gian 80 Gamification Zalo Pay giúp tơi có động lực tham gia hấp dẫn Mức độ hài lịng Tơi hài lịng với gamification Zalo Pay Tôi định tiếp tục tham gia vào gamification Zalo Pay Tôi giới thiệu bạn bè tham gia vào gamification Zalo Pay 81 APPENDIX 5: DATA ANALYSIS RESULT SAMPLE DESCRIPTIONS CRONBACH’S ALPHA Result of the reliability assessment of reliable 82 Result of the reliability assessment of perceived convenience Result of the reliability assessment of cashback & reward Result of the reliability assessment of security system 83 Result of the reliability assessment of ease of use Result of the reliability assessment of save time & effort Result of the reliability assessment of satisfaction level 84 EXPLORATORY FACTOR ANALYSIS (EFA) The result of KMO and Bartlett’s Test for independent variable (1st time) Eigenvalues and covariance deviations for independent variables (1st time) 85 EFA in the 1st time The result of KMO and Bartlett’s Test for independent variable (2nd time) 86 Eigenvalues and covariance deviations for independent variables (2nd time) EFA in the 2nd time 87 The result of KMO and Bartlett’s Test for dependent variable Eigenvalue and covariance deviations for dependent variables The factor rotation matrix of the dependent variable 88 Result of Correlations REGRESSION ANALYSIS 89 90 91 TESTING OF THE SAMPLE One – way Anova by Gender Total 184.064 349 One – way Anova by Frequency 92 One – way Anova by Purpose 93 94 ... factors affecting the satisfaction level of banking university students in Ho Chi Minh City when participating in the gamification of Zalo Pay (2) Assessing the influence of factors affecting the satisfaction. ..MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM BANKING UNIVERSITY OF HO CHI MINH CITY NGUYEN HUU TAM FACTORS AFFECTING SATISFACTION WHEN PARTICIPATING IN ZALO PAY GAMIFICATION OF. .. are the factors affecting satisfaction level when participating Zalo Pay gamification of banking university in Ho Chi Minh city? (2) How does the influence of the factors affect the satisfaction