Factors affecting customers'' decision to buy fresh food online at supermarkets’ website during Covid-19 pandemic in Ho Chi Minh City 2022

MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM BANKING UNIVERSITY OF HO CHI MINH CITY NGUYEN HO TRAM ANH FACTORS AFFECTING CUSTOMERS’ DECISION TO BUY FRESH FOOD ONLINE AT SUPERMARKETS’ WEBSITE DURING COVID-19 PANDEMIC IN HO CHI MINH CITY GRADUATE THESIS OUTLINE MAJOR: BUSINESS ADMINISTRATION CODE: 52340101 HO CHI MINH CITY, 2022 MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM BANKING UNIVERSITY OF HO CHI MINH CITY NGUYEN HO TRAM ANH FACTORS AFFECTING CUSTOMERS’ DECISION TO BUY FRESH FOOD ONLINE AT SUPERMARKETS’ WEBSITE DURING COVID-19 PANDEMIC IN HO CHI MINH CITY GRADUATE THESIS OUTLINE MAJOR: BUSINESS ADMINISTRATION CODE: 52340101 SUPERVISOR: DR NGUYEN VAN THUY HO CHI MINH CITY, 2022 DECLARATION I undertake the research: “FACTORS AFFECTING CUSTOMERS’ DECISION TO BUY FRESH FOOD ONLINE AT SUPERMARKETS’ WEBSITE DURING COVID-19 PANDEMIC IN HO CHI MINH CITY” is my own research paper Except for the material cited in the thesis, I guarantee that the full text of this thesis has never been published or used for qualifications elsewhere No other person's product has been used in this thesis that has not been properly cited The data in the thesis is collected from the clear, reliable, and honestly and objectively processed I confirm that the thesis is my own project Signature Nguyễn Hồ Trâm Anh i ACKNOWLEDGE First of all, I would like to express my deepest gratitude to the teachers of Banking University of Ho Chi Minh City in general and the teachers of the Faculty of Business Administration in particular for imparting the knowledge that is the theoretical basis for me to complete this thesis In particular, I would like to thank Dr Nguyen Van Thuy took the time to guide me His spiritual encouragement and academic support are truly priceless Next, I would like to thank the students for being enthusiastic and open to exchanging and supplementing knowledge, as well as the practitioners who helped me a lot in collecting research data Finally, I would like to thank my family and close friends for their encouragement and support so that I can complete my degree in Business Administration In the course of implementation, although I tried my best to complete the study, due to limited professional knowledge and experience, limited research time, and experience in practical research, my opinions, and evaluations in the report may contain errors I hope to receive comments from teachers and readers ii CONTENTS CHAPTER 1: INTRODUCTION 1.1 Research Statement 1.2 Aims and objectives of the research 1.3 Subject and scope of the study 1.4 Research method 1.5 Research significance 1.6 Expected contribution 1.7 Thesis structure 1.8 Summary of Chapter CHAPTER 2: LITERATURE REVIEW 2.1 The basic of concepts 2.1.1 Definition of consumer behavior 2.1.2 The concept of customers’ buying decision 2.1.3 Concept of customers’ buying decision process 2.1.4 Behavioral characteristics of buying fresh food online 2.2 Theoretical models 11 2.2.1 The theory of reasoned action model (TRA) 11 2.2.2 The theory of planned behavior model (TPB) 12 2.3 Previous research 14 2.4 Research model and hypothesis 16 2.4.1 Research model 16 2.4.2 Hypothesis 17 2.5 Summary of Chapter 22 CHAPTER 3: RESEACH METHODOLOGY 23 3.1 Design of research 23 3.1.1 Research process 23 3.1.2 Research design 24 3.3 Research method 29 3.3.1 Qualitative research 29 iii 3.3.2 Quantitative research 29 3.4 Formal research 30 3.4.1 Sample size 30 3.4.2 Sampling method 30 3.4.3 Scale formulation 30 3.4.4 Survey questionnaire 33 3.4.5 Data collection 34 3.5 Data analysis 34 3.5.1 Descriptive statistics 34 3.5.2 Scale test 35 3.5.3 Regression analysis 36 3.6 Summary of Chapter 37 CHAPTER 4: DATA ANALYSIS AND DISCUSSION 38 4.1 Description of research samples 38 4.2 Cronbach’s Alpha 40 4.2.1 Evaluating Subjective norm group scale 40 4.2.2 Evaluating Perceived behavioral control group scale 40 4.2.3 Evaluating Perceiver usefulness scale 41 4.2.4 Evaluating Attitude scale 41 4.2.5 Evaluating Risk awareness scale 42 4.2.6 Evaluating purchase decision 43 4.3 Result of exploratory factor analysis (EFA) 44 4.4 Correlation analysis 47 4.5 Regression analysis 48 4.6 T-Test and ANOVA of the variables of gender, education level, age and monthly income for decision to buy fresh food online: 54 4.6.1 The differences about gender 54 4.7 Summary of Chapter 59 CHAPTER 5: CONCLUSION AND APPLICATIONS 60 5.1 Conclusions 60 5.2 Implications 60 iv 5.3 Limitations and future research 65 5.4 Summary of Chapter 67 REFERENCES APPENDIX 1: FOCUS GROUP DISCUSSION APPENDIX 2: QUESTIONNAIRE SURVEY APPENDIX 3: DATA ANALYSIS RESULT v LIST OF ACRONNYMS Acronnyms EFA ANOVA SIG VIF SPSS Meaning Exploratory Factor Analysis Analysis of Variance Significance level Variance inflation factor Statistical Package for the Social Sciences Kaiser-Mayer-Olkin Subjective norm Perceived behavior customer Perceived usefulness Attitude Risk awareness Purchase Decision KMO SN PBC PU ATT RA PD vi LIST OF FIGURES Figure 2.1 Steps to make a purchase decision of a customer Figure 2.2 The theory of reasoned action model (TRA) 11 Figure 2.3 Theory of planned behavior 13 Figure 2.4 Research Model 17 LIST OF TABLES Table 2.1 Previous studies summary 14 Table 2.2 Synthesize the hypotheses of the current study 21 Table 3.1 Measurement scale of observed variables 34 Table 3.2 Coding the variables of the scale 40 Table 4.1 Sample descriptions 21 Table 4.2 Result of the reliability assessment of Subjective norm 50 Table 4.3 Result of the reliability assessment of Perceived behavioral control 51 Table 4.4 Result of the reliability assessment of Perceiver usefulness 52 Table 4.5 Result of the reliability assessment of Attitude 52 Table 4.6 Result of the reliability assessment of Risk awareness 2152 Table 4.7 Result of the reliability assessment of Purchase decision 54 Table 4.8 Synthesize Cronbach’s Alpha of each variable 54 Table 4.9 The result of KMO and Bartlett’s Test 55 Table 4.10 Eigenvalues and covariance deviations for independent variables 55 Table 4.11 Result of independent factor analysis with principal varimax rotation method 56 Table 4.12 Pearson correlation analysis 57 Table 4.13 Model summary 58 Table 4.14 Anova analysis 59 Table 4.15 Result of dependent variables’ linear regression 59 Table 4.16 Summary table of research hypotheses 62 Table 4.17 Results of the T-Test of the Gender variable 65 vii Table 4.18 Results of ANOVA test with the Education level variable 59 Table 4.19 Results of ANOVA test with the age variable……………………………67 Table 4.20 Results of ANOVA test with the Income variable 68 viii ONE-SAMPLE T-TEST t SN1 SN2 SN3 SN4 PBC1 PBC2 PBC3 PU1 PU2 PU3 ATT1 ATT2 ATT3 ATT4 RA1 RA2 RA3 RA4 PD1 PD2 PD3 PD4 48.590 66.668 55.351 56.850 44.372 52.128 39.985 45.235 49.661 70.753 56.650 48.076 45.703 47.510 45.209 43.099 46.308 44.044 44.627 54.584 49.986 88.478 df One-Sample Test Test Value = Sig (2Mean tailed) Difference 299 299 299 299 299 299 299 299 299 299 299 299 299 299 299 299 299 299 299 299 299 299 000 000 000 000 000 000 000 000 000 000 000 000 000 000 000 000 000 000 000 000 000 000 3.587 3.630 3.437 3.437 3.243 3.243 3.023 3.413 3.513 3.707 3.550 3.317 3.407 3.187 3.240 2.950 3.553 3.413 3.413 3.353 3.627 3.670 95% Confidence Interval of the Difference Lower Upper 3.44 3.73 3.52 3.74 3.31 3.56 3.32 3.56 3.10 3.39 3.12 3.37 2.87 3.17 3.26 3.56 3.37 3.65 3.60 3.81 3.43 3.67 3.18 3.45 3.26 3.55 3.05 3.32 3.10 3.38 2.82 3.08 3.40 3.70 3.26 3.57 3.26 3.56 3.23 3.47 3.48 3.77 3.59 3.75 SAMPLE DESCRIPTIONS Frequency Valid Gender Percent Valid Percent Cumulative Percent 64 100.0 Female 192 64 64 Male 108 36 36 Total 300 100.0 100.0 The number of consumers were distributed by gender (N=300) Education level Frequency Percent Valid Percent Valid Total 38 85 50 127 300 12.7 28.3 16.7 42.3 100.0 12.7 28.3 16.7 42.3 100.0 Cumulative Percent 12.7 41.0 57.7 100.0 The number of consumers were distributed by education level (N=300) Frequency Valid Total 195 52 35 18 300 Age Percent Valid Percent 65.0 17.3 11.7 6.0 100.0 65.0 17.3 11.7 6.0 100.0 Cumulative Percent 65.0 82.3 94.0 100.0 The number of consumers were distributed by age (N=300) Frequency Valid Total 51 78 171 300 Income Percent Valid Percent 17.0 26.0 57.0 100.0 17.0 26.0 57.0 100.0 Cumulative Percent 17.0 43.0 100.0 The number of consumers were distributed by income (N=300) N SN1 SN2 SN3 SN4 PBC1 PBC2 PBC3 300 300 300 300 300 300 300 Descriptive Statistics Minimum Maximum 1 1 5 5 5 Mean 3.59 3.63 3.44 3.44 3.24 3.24 3.02 Std Deviation 1.279 943 1.075 1.047 1.266 1.078 1.310 PU1 PU2 PU3 ATT1 ATT2 ATT3 ATT4 RA1 RA2 RA3 RA4 PD1 PD2 PD3 PD4 Valid N (listwise) 300 300 300 300 300 300 300 300 300 300 300 300 300 300 300 300 1 1 1 1 1 1 2 5 5 5 5 5 5 5 3.41 3.51 3.71 3.55 3.32 3.41 3.19 3.24 2.95 3.55 3.41 3.41 3.35 3.63 3.67 1.307 1.225 907 1.085 1.195 1.291 1.162 1.241 1.186 1.329 1.342 1.325 1.064 1.257 718 CRONBACH’S ALPHA Result of the reliability assessment of Subjective norm (SN) Reliability Statistics Cronbach N of 's Alpha Items 856 Scale Mean if Item Deleted SN1 SN2 SN3 SN4 10.50 10.46 10.65 10.65 Item-Total Statistics Scale Corrected Variance if Item-Total Item Correlation Deleted 7.448 611 8.182 792 8.020 685 7.819 757 Squared Multiple Correlation 478 662 572 679 Cronbach's Alpha if Item Deleted 867 787 823 794 Result of the reliability assessment of Perceived behavior consumer (PBC) Reliability Statistics Cronbach N of 's Alpha 853 Items CORRELATIONS Scale Mean if Item Deleted PBC1 PBC2 PBC3 6.27 6.27 6.49 Item-Total Statistics Scale Corrected Variance if Item-Total Item Correlation Deleted 4.919 689 5.367 774 4.585 729 Squared Multiple Correlation 484 602 556 Cronbach's Alpha if Item Deleted 830 764 794 Result of the reliability assessment of Perceived usefulness (PU) Reliability Statistics Cronbach's N of Alpha Items 804 Scale Mean if Item Deleted PU1 PU2 PU3 7.22 7.12 6.93 Item-Total Statistics Scale Corrected Variance if Item-Total Item Correlation Deleted 3.824 619 3.865 691 5.038 696 Squared Multiple Correlation Result of the reliability assessment of Attitude (ATT) Reliability Statistics Cronbach's N of Alpha Items 901 Item-Total Statistics 384 508 501 Cronbach's Alpha if Item Deleted 784 690 726 Scale Mean if Item Deleted ATT1 ATT2 ATT3 ATT4 9.91 10.14 10.05 10.27 Scale Variance if Item Deleted 10.985 9.775 9.368 10.199 Corrected Item-Total Correlation Squared Multiple Correlation 721 823 799 782 625 719 696 692 Cronbach's Alpha if Item Deleted 893 856 867 872 Result of the reliability assessment of Risk awareness (RA) Reliability Statistics Cronbach's N of Alpha Items 904 Scale Mean if Item Deleted RA1 RA2 RA3 RA4 9.92 10.21 9.60 9.74 Item-Total Statistics Scale Corrected Variance if Item-Total Item Correlation Deleted 12.331 730 12.031 826 11.324 799 11.295 791 Squared Multiple Correlation 620 713 682 688 Cronbach's Alpha if Item Deleted 895 863 871 874 Result of the reliability assessment of Purchase Decision (PD) Reliability Statistics Cronbach's N of Alpha Items 878 Scale Mean if Item Deleted PD1 10.65 Item-Total Statistics Scale Corrected Variance if Item-Total Item Correlation Deleted 7.533 731 Squared Multiple Correlation 681 Cronbach's Alpha if Item Deleted 857 PD2 PD3 PD4 10.71 10.44 10.39 9.049 7.083 10.520 690 888 765 625 797 591 862 779 863 EXPLORATORY FACTOR ANALYSIS (EFA) The result of KMO and Bartlett’s Test for independent variable KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square df Sig .799 5785.918 231 000 Eigenvalues and covariance deviations for independent variables Comp onent ATT2 ATT1 Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings To % of Cumul To % of Cumul tal Vari ative tal Vari ative ance % ance % 7.1 32.6 32.629 7.1 32.6 32.629 78 29 78 29 3.4 15.5 48.154 3.4 15.5 48.154 16 26 16 26 2.5 11.6 59.826 2.5 11.6 59.826 68 71 68 71 1.9 8.80 68.630 1.9 8.80 68.630 37 37 1.6 7.45 76.080 1.6 7.45 76.080 39 39 1.1 5.09 81.171 1.1 5.09 81.171 20 20 1 900 817 Rotated Component Matrixa Component Rotation Sums of Squared Loadings To % of Cumul tal Vari ative ance % 3.7 17.0 17.004 41 04 3.2 14.6 31.636 19 32 3.1 14.4 46.058 73 21 2.9 13.3 59.456 48 99 2.6 11.9 71.439 36 83 2.1 9.73 81.171 41 ATT4 ATT3 RA4 RA2 RA3 RA1 PD3 PD2 PD4 PD1 SN4 SN2 SN3 SN1 PBC3 PBC2 PBC1 PU1 PU3 PU2 814 760 913 881 861 752 895 804 775 655 890 880 841 731 923 861 777 808 669 586 CORRELATIOONS PD SN PBC PU Pearson Correlation Sig (2-tailed) N Pearson Correlation Sig (2-tailed) N Pearson Correlation Sig (2-tailed) N Pearson Correlations PD SN PBC ** 152 329** PU 536** ATT 576** RA 325** 008 300 000 300 -.020 000 300 100 000 300 023 000 300 236** 008 300 329** 300 -.020 733 300 084 300 281** 695 300 233** 000 300 223** 000 300 536** 733 300 100 300 281** 000 300 000 300 639** 000 300 234** 300 152** Correlation Sig (2-tailed) 000 084 000 N 300 300 300 300 ** ** ATT Pearson 576 023 233 639** Correlation Sig (2-tailed) 000 695 000 000 N 300 300 300 300 ** ** ** RA Pearson 325 236 223 234** Correlation Sig (2-tailed) 000 000 000 000 N 300 300 300 300 ** Correlation is significant at the 0.01 level (2-tailed) .000 300 000 300 191** 300 191** 001 300 001 300 300 REGRESSION ANALYSIS Model Summaryb Model R R Square Adjusted R Std Error of Square the Estimate a 664 441 432 72027 a Predictors: (Constant), RA, ATT, SN, PBC, PU b Dependent Variable: PD ANOVAa df Model Sum of Mean Squares Square Regression 120.337 24.067 Residual 152.525 294 519 Total 272.862 299 a Dependent Variable: PD b Predictors: (Constant), RA, ATT, SN, PBC, PU Model Unstandardize d Coefficients Coefficientsa Standardize d Coefficient s t Sig DurbinWatson 198 F 46.391 Sig .000b Collinearity Statistics B (Constan t) SN 456 Std Error 242 Beta 094 047 090 PBC 135 041 152 PU 204 057 210 ATT 345 052 376 RA 127 040 149 1.88 1.99 3.27 3.60 6.59 3.19 Toleranc e VIF 931 1.07 1.13 1.78 1.70 1.15 06 04 00 00 00 00 885 560 585 866 a Dependent Variable: PD TESTING OF THE SAMPLE T-Test by Gender Gender PD Group Statistics Mean Std Deviation N 184 116 Levene's Test for Equality of Varianc es F Si g 3.4973 3.5453 95026 96662 Std Error Mean 07005 08975 Independent Samples Test t-test for Equality of Means t df Sig (2tail ed) Mean Differe nce Std Error Differe nce 95% Confidence Interval of the P D Equal varian ces assum ed Equal varian ces not assum ed 53 15 23 298 67 04798 11341 21 241 490 67 04798 11385 Difference Low Upp er er - 175 271 21 16 272 25 176 29 One-way ANOVA by Education level Descriptives PD N Mean Std Deviati on Std Error 38 1.01263 85 50 12 30 3.539 3.655 3.320 3.492 3.515 1642 1053 1491 0780 0551 Tot al 97130 1.05468 87963 95529 95% Confidence Interval for Mean Lowe Uppe r r Boun Boun d d 3.206 3.872 3.446 3.865 4 3.020 3.619 3.337 3.646 3.407 3.624 Test of Homogeneity of Variances Minimu m Maximu m 2.25 4.50 2.25 5.00 2.25 5.00 2.25 5.00 2.25 5.00 PD Based on Mean Based on Median Based on Median and with adjusted df Based on trimmed mean Levene Statistic 5.177 1.810 1.810 df1 4.969 df2 3 296 296 218.122 002 145 146 296 002 Post Hoc test by Education level Multiple Comparisons Dependent Variable: PD Tukey HSD (I) (J) Mean Std Sig Education Education Difference Error level level (I-J) 4 3 -.11641 21947 04735 11641 33588 16376 -.21947 -.33588 -.17213 -.04735 -.16376 17213 18609 20523 17633 18609 16996 13364 20523 16996 15921 17633 13364 15921 Sig .924 708 993 924 199 611 708 199 701 993 611 701 95% Confidence Interval Lower Upper Bound Bound -.5972 3644 -.3108 7497 -.4082 5029 -.3644 5972 -.1032 7750 -.1815 5090 -.7497 3108 -.7750 1032 -.5835 2392 -.5029 4082 -.5090 1815 -.2392 5835 One-way ANOVA by Age Descriptives PD N Mean Std Deviati Std Error 95% Confidence Minimu m Maximu m on 19 52 35 18 Tot al 30 PD 3.598 3.413 3.364 3.208 3.515 94375 99740 94586 92454 95529 Interval for Mean Lowe Uppe r r Boun Boun d d 3.465 3.732 3.135 3.691 3.039 3.689 2.748 3.668 3.407 3.624 0675 1383 1598 2179 0551 Test of Homogeneity of Variances Levene df1 Statistic Based on Mean 756 Based on Median 657 Based on Median and 657 with adjusted df Based on trimmed 762 mean ANOVA 2.25 5.00 2.25 4.75 2.25 5.00 2.25 4.50 2.25 5.00 df2 Sig 296 296 258.001 520 579 579 296 516 PD Between Groups Within Groups Total Post hoc Tests Sum of Squares 4.390 268.472 272.862 df 296 299 Mean Square 1.463 907 F 1.614 Sig .186 Multiple Comparisons Dependent Variable: PD Tukey HSD (I) Age (J) Age Mean Difference (I-J) 4 3 18526 23443 39038 -.18526 04918 20513 -.23443 -.04918 15595 -.39038 -.20513 -.15595 Std Error Sig .14864 17483 23461 14864 20822 26044 17483 20822 27623 23461 26044 27623 598 538 345 598 995 860 538 995 942 345 860 942 95% Confidence Interval Lower Upper Bound Bound -.1988 5693 -.2173 6861 -.2158 9965 -.5693 1988 -.4888 5872 -.4678 8780 -.6861 2173 -.5872 4888 -.5577 8696 -.9965 2158 -.8780 4678 -.8696 5577 One-way ANOVA by Income Descriptives PD N Mean Std Deviati on Std Error 51 1.02479 78 17 3.318 3.605 3.533 1435 1093 0708 96574 92631 95% Confidence Interval for Mean Lowe Uppe r r Boun Boun d d 3.030 3.606 3.388 3.823 3.393 3.673 Minimu m Maximu m 2.25 4.50 2.25 5.00 2.25 5.00 Tot al PD 30 3.515 95529 0551 3.407 3.624 Test of Homogeneity of Variances Levene df1 Statistic Based on Mean 3.175 Based on Median 2.090 Based on Median and 2.090 with adjusted df Based on trimmed 3.167 mean ANOVA 2.25 df2 5.00 Sig 297 297 257.039 043 126 126 297 044 PD Sum of Squares 2.668 Between Groups Within Groups 270.194 Total 272.862 Post hoc tests by income df Mean Square 1.334 297 299 F 1.467 Sig .232 910 Multiple Comparisons Dependent Variable: PD Tukey HSD (I) Income (J) Income 3 Mean Difference (I-J) -.28714 -.21500 28714 07214 21500 -.07214 Std Error Sig .17176 15218 17176 13032 15218 13032 218 336 218 845 336 845 95% Confidence Interval Lower Upper Bound Bound -.6917 1174 -.5735 1435 -.1174 6917 -.2348 3791 -.1435 5735 -.3791 2348 ... buy fresh food online during the Covid-19 pandemic in Ho Chi Minh City? Ho Chi Minh City? 24 In terms of Attitude, what aspects of Attitude factors you think will affect customers' decision to. .. customer's decision to buy fresh food online at supermarket's websites during the Covid-19 Pandemic in Ho Chi Minh City? Q2: How these factors affect the customer's decision to buy fresh food online. .. To determine and evaluate factors affecting the customers’ decision to buy fresh food online at supermarket's websites during the Covid-19 Pandemic in Ho Chi Minh City - To propose recommendations