The impact of social presence in the tnterface on customers purchase intention toward online store

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Dang Thi Tuong Vi THE IMPACT OF SOCIAL PRESENCE IN THE WEB INTERFACE ON CUSTOMER’S PURCHASE INTENTION TOWARD ONLINE STORE MASTER OF BUSINESS Ho Chi Minh City – Year 2014 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Dang Thi Tuong Vi THE IMPACT OF SOCIAL PRESENCE IN THE WEB INTERFACE ON CUSTOMER’S PURCHASE INTENTION TOWARD ONLINE STORE ID: 22120080 MASTER OF BUSINESS SUPERVISOR: Dr VO NGOC THUY Ho Chi Minh City – Year 2014 ACKNOWLEDGEMENT This thesis could not be finish without the help and support of many people who are gratefully acknowledged here At the very first, I would like to express my deepest gratitude to my supervisor, Dr Vo Ngoc Thuy With their guidance, I could have worked out this thesis They had offered me valuable suggestions and criticisms with his profound knowledge in rich research experience I am grateful to express my sincere to Prof Nguyen Dinh Tho I have learned from him a lot not only about research design, but also data analysis technique I am also extremely to give thankful to UEH – International School of business (ISB) supported me in all process I would like to extent my sincere thanks to all my classmates and friends Their kindness and supports have contributed very much in my working process Most important, I would like to express my most sincere thanks to my family for their continuous encouragement and support Declaration I hereby declare that this thesis, to the best of my knowledge and belief, is my own work and effort and that is has not been submitted, either in part or whole, anywhere for any award Information and ideas taken from other sources as cited as such This work has not been published Signature Dang Thi Tuong Vi Date: 09/03/2015 Table of Contents ABSTRACT CHAPTER 1: INTRODUCTION 1.1 Research Background 1.2 Problematic of Research 1.3 Research Objectives 1.4 Significance of Research 1.5 Scope of Research 1.6 Structure of thesis CHAPTER 2: LITERATURE REVIEW 2.1 Introduction 2.2 Theoretical background 2.2.1 Social presence 2.2.2 Perceived usefulness 2.2.3 Trust in an online environment 2.2.4 Enjoyment 10 2.2.5 Attitude and its determinants 12 2.2.6 Purchase intention 13 2.3 Research Model and Hypotheses Development 14 2.3.1 Social presence and Perceived of usefulness 15 2.3.2 Social presence and trust in an online shopping 15 2.3.4 Perceived of usefulness and attitude’s customer 16 2.3.5 Trust in an online shopping and attitude’s customer 16 2.3.6 Enjoyment and attitude’s customer 17 2.3.7 Perceived usefulness and Purchase intention 17 2.3.8 Enjoyment and purchase intention 18 2.3.9 Attitude and purchase intention 18 2.4 Conclusion 18 CHAPTER 3: RESEARCH METHOD 20 3.1 Introduction 20 3.2 Research process 20 3.3 Qualitative research 21 3.4 Measurement Scales 22 3.5 Quantitative research 24 3.5.1 Sample method 25 3.5.2 Questionnaire administration 25 3.6 Data analysis method 25 3.6.1 Contruct reliability (Cronbach’s Alpha) 25 3.6.2 Contruct validity - Exploratory factor analysis (EFA) 26 3.6.3 ANOVA 26 3.6.4 The structural equation model (SEM) 26 CHAPTER 4: ANALYSIS AND RESULTS 27 4.1 Introduction 27 4.2 Respondents demographic 27 4.3 Scale validation 29 4.3.1 Construct reliability 29 4.3.2 Construct validity 31 4.3.4 Manipulating validity 33 4.4 Modified research model 34 4.5 Model fitness 35 4.5.1 Test of mediating effects 36 4.5.2 SEM 37 4.5.3 Bootstrap 39 4.6 Hypotheses testing 39 4.8 Conclusion 41 CHAPTER 5: CONCLUSIONS AND LIMITATIONS 42 5.1 Discussion and conclusions 42 5.2 Implications 45 5.3 Limitations and future research 47 REFERENCES APPENDICES LIST OF FIGURES Figure 2.3: Conceptual model 14 Figure 3.2: Research process .21 Figure 4.4: Modified research model 35 Figure 4.5.2: SEM result of research model (Standardized) 38 LIST OF TABLE Table 4.2: Demographic Table 28 Table 4.3.1: Cronbach’s alpha result 30 Table 4.3.2: Rotated Component Matrix 33 Table 4.3.4: Multiple Comparisons 34 Table 4.5.1: The mediator test 36 Table 4.5.2: Relationship between constructs in research model (standardized) 38 Table 4.5.3: Bootstrap estimate result with N = 1000 39 Table 4.6: Result of hypotheses testing 40 LIST OF ABBREVIATION ANOVA Analysis of variance AVE Average Variance Extracted B2C Business to customer CFA Confirmatory Factor Analysis CFI Comparative fit index CR Composite Reliability EFA Exploratory Factor Analysis E-commerce Electronic commerce GFI Goodness-offit KMO Kaiser-Myer-Olkin ML Maximum Likelihood OSAM Online Shopping Acceptance Model SEM Structural Equation Model SPSS Statistical software package SRMR Standardize root mean square residual RMSEA The Root mean square of approximately TAM Technology Acceptance Model TLI Tucker & Lewis index () TPB Theory of Planned Behavior TRA Theory of Reasoned Action VECITA Vietnam E-commerce and Information Technology Agency Sproull, L., & Kiesler, S (1986) Reducing social context cues: the case of electronic 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Yu, T., & Wu, G (2007) Determinants of internet shopping behavior: An application of reasoned behaviour theory International Journal of Management, 24(4), 744 Zhou, L., Dai, L., & Zhang, D (2007) Online shopping acceptance model – A critical survey of comsumer factors in online shopping Journal of Electronic Commerce Research, (1), 41-62 List of appendices Appendix A: Qualitative research Appendix B: Main survey Appendix C: Three website interfaces Appendix D: EFA results of main survey before removing items Appendix E: ANOVA Result Appendix F: Survey in Vienamese 10 Appendix A: Qualitative research I am a student of UEH’s International School of Business (ISB) And, I am conducting a study on the impact of social presence in the web interface on customer’s purchase intention toward online stores I would appreciate for your support if you spend a few minutes to filling in this questionnaire A Personal information Name………………… Gender □ Female □ Male Age □18-25 □26-35 □35-45 □Over 45 Have you ever known or bought product from an online stors? □Yes □No B Main Contents In framework of research, a fictitious website selling jewelry was designed Beside presentation of the picture and the other information of product such as price, material, size, color, original…website interface will be added elements: - Socially- rich text: descriptions aimed at evoking positive emotions - Socially- rich picture: products are shown worn by people in emotional, dynamic settings - Socially rich media: customer rating, customer recommendations, sharing with other social website such as facebook, twister, google etc If adding the socially rich – text and picture you feel: ……………………………………………………………………………………… If adding socially rich media, you feel ……………………………………………………………………………………… In your opinion, your purchase intention toward online store depends on: ……………………………………………………………………………………………… Appendix B: Main survey QUESTIONNAIRE Dear Respondent, I am a student of UEH’s International School of Business (ISB) And, I am conducting a study on impact of social presence in the web interface on attitude’s customer toward online stores I would appreciate for your support if you spend a few minutes to filling in this questionnaire Please note that there is no right or wrong answers Thank you for your time and cooperation Section A: General information Have you ever known or bought product from an online store? If Yes, continue to the next questions If No, stop your interview and thanks for your supports Number of times bough product on the internet Internet experience -3 years -6 years Section B: Main contents In assumption, you have demand to buy jewelry (for example necklet) as a gift for your girlfriends and you are visiting the below websites (appendix C) With the following statements, please check cross (X) the number that most fits your opinion (Anchored by: Strongly disagree; Disagree; Disagree somewhat; Neutral; Agree somewhat; Agree; Strongly agree) No Items Rating Scale Social Presence There is sense of human contact on this website There is sense of sociability on this website There is a sense of human warmth on this website There is a sense of human sensitivity in the website 7 7 Perceived of usefulness This website provides good quality information This website improves my performance in assessing jewelry online This website increases my effectiveness for jewelry assessment online This website is useful for assessing jewelry online Enjoyment I found my visit to this website interesting I found my visit to this website entertaining I found my visit to this website enjoyable I found my visit to this website pleasant I feel that this online vendor is honest I feel that this online vendor is trustworthy I feel that this online vendor cares about customers 7 Trust I feel that this online vendor would provide me with good service Attitude I would have positive feelings towards buying a product from this site The thought of buying a product from this website is appealing to me It would be a good idea to buy a product from this website 7 With the following statements, please check cross (X) the number that most fits your opinion (Anchored by: Strongly improbable; Improbable; Somewhat improbable; Neutral; Somewhat probable; Probable; Strongly probable) Purchase intention How likely is it that you would return to this store's website How likely is it that you would consider purchasing from this website? 7 In case you intend to buy jewelry in online store, how likely is it that you would buy from this website? Open-ended questions Following the survey items, three open-ended questions were presented to users in a blank text area The Questions were: After viewing this website, what you like about it, and why? After viewing this website, what don't you like about it, and why? How you feel when exploring this site? Section C: Personal information Gender Age - 22 - 35 - 45 Education chelor’s degree Monthly income (unit millions VND) - 10 - 15 Appendix C: Three website interfaces Low social presence Medium social presence High social presence Appendix D: EFA results of main survey before removing items Rotated Component Matrix a Component AT2 AT1 TR1 TR3 AT3 TR2 TR4 PI3 PI2 PI1 PU3 PU2 PU4 PU1 SP2 SP4 SP1 SP3 EN2 EN3 EN4 EN1 785 765 762 648 596 589 579 478 476 307 337 310 521 809 788 761 318 470 305 836 796 713 582 301 815 808 761 678 331 833 784 661 592 316 367 Eigen values 11.187 1.820 1.313 1.148 1.075 Extracted Variance 50.848 8.273 5.969 5.220 4.885 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations Appendix E: ANOVA Result Descriptives SP N Mean Std Deviation Std Error 95% Confidence Interval for Mean Lower Bound Minimum Maximum Upper Bound SP Low 54 2.5046 1.14974 15646 2.1908 2.8184 1.00 5.25 SP Medium 75 4.1767 1.07078 12364 3.9303 4.4230 1.50 6.25 SP High 81 4.6852 1.00993 11221 4.4619 4.9085 2.00 7.00 210 3.9429 1.37813 09510 3.7554 4.1303 1.00 7.00 Total Test of Homogeneity of Variances SP Levene Statistic 496 df1 df2 Sig 207 610 ANOVA SP Sum of Squares Df Mean Square Between Groups 160.434 80.217 Within Groups 236.505 207 1.143 Total 396.939 209 F 70.210 Sig .000 Appendix F: Survey in Vienamese Kính chào anh/chị, Tơi Đặng Thị Tường Vi, học viên cao học Viện đào tạo quốc tế ISB- trường Đại học Kinh tế TP HCM Hiện nghiên cứu đề tài "Tác động yếu tố mang tính xã hội xuất giao diện website đến thái độ khách hàng cửa hàng trực tuyến" Rất mong anh/chị dành chút thời gian trả lời Phiếu khảo sát Tất ý kiến anh/chị có giá trị nghiên cứu Tôi xin cam kết thông tin anh/chị bảo mật dùng với mục đích phục vụ nghiên cứu Trong trình thực khảo sát anh/chị có thắc mắc, vui lịng liên hệ địa email tuongvidg@gmail.com số di động: 0905027373 Xin chân thành cám ơn hỗ trợ nhiệt tình anh/chị PHẦN A: THÔNG TIN TỔNG QUÁT 1/ Số lần bạn mua sắm qua mạng internet * o Chưa có o lần o lần o lần o Nhiều lần 2/ Thời gian sử dụng internet * o Dưới năm o 1-3 năm o 4-6 năm o Trên năm Tình giả định, bạn có nhu cầu mua trang sức (ví dụ dây đeo cổ) làm quà tặng cho bạn gái bạn ghé thăm website Anh/ chị vui lòng quan sát kỹ website trước trả lời câu hỏi PHẦN B: CÂU HỎI BẮT BUỘC Anh/Chị vui lịng đánh giá mức độ đồng ý với phát biểu liên quan đến website vừa quan sát theo qui ước từ thấp đến cao sau: Hồn tồn khơng đồng ý Khơng đồng ý Khơng đồng ý phần Trung lập /khơng có ý kiến Đồng ý phần Đồng ý Hoàn toàn đồng ý STT Mục Thang đo YẾU TỐ MANG TÍNH XÃ HỘI CỦA WEBSITE Có tiếp xúc/liên lạc người website Có diện giao tiếp xã hội trang web Có thể tình cảm người trang web 7 7 7 Có đánh giá cảm nhận người trang web CẢM NHẬN SỰ HỮU ÍCH CỦA WEBSITE Website cung cấp thông tin với chất lượng tốt Webstie cải thiện việc thực mua sắm trang sức trực tuyến Website tăng hiệu việc mua sắm trang sức trực tuyến tơi Website hữu ích cho việc mua sắm trang sức trực tuyến SỰ THÍCH THÚ VỚI WEBSITE Tôi thấy thú vị ghé thăm website Tôi nhận thấy tính giải trí ghé thăm Tơi thích thú ghé thăm website Tơi hài lịng ghé thăm website 7 NIỀM TIN ĐỐI VỚI WEBSITE Tôi cảm thấy người bán hàng trực tuyến trung thực Tôi cảm thấy người bán hàng trực tuyến đáng tin cậy Tôi cảm thấy người bán hàng trực tuyến quan tâm đến khách hàng Tôi cảm thấy người bán hàng trực tuyến cung cấp cho với dịch vụ tốt 7 7 7 THÁI ĐỘ ĐỐI VỚI WEBSITE Tơi cảm thấy có thái độ tích cực việc mua sản phẩm từ trang web Ý nghĩ đến việc mua sản phẩm từ trang web hấp dẫn Sẽ ý tưởng tốt để mua sản phẩm từ trang web Anh/Chị vui lòng đánh giá mức độ đồng ý với phát biểu theo qui ước từ thấp đến cao sau: Hồn tồn khơng có khả Khơng có khả Khơng có khả phần Trung lập/ Khơng có ý kiến Có khả phần Có khả Hồn tồn có khả Ý ĐỊNH MUA HÀNG Khả Anh/Chị ghé thăm lại website cửa hàng bao nhiêu? Khả Anh/ Chị cân nhắc việc mua hàng từ website bao nhiêu? 7 Trong trường hợp Anh/ Chị có ý định mua đồ trang sức qua mạng, khả Anh/ Chị mua hàng từ website bao nhiêu? Câu hỏi mở: Sau ghé thăm trang web nà, anh chị thích điều trang web Tại sao? Sau ghé thăm trang web nà, anh chị thích điều trang web Tại sao? Anh/ Chị cảm nhận website ? PHẦN C: THƠNG TIN CÁ NHÂN Anh/Chị vui lịng cho biết số thông tin cá nhân sau: 1/ Độ tuổi Anh/Chị nằm khoảng: o 18-22 o 23-35 o 36-45 o Trên 45 2/ Giới tính o Nam o Nữ 3/ Trình độ o Trung học phổ thơng o Cử nhân /Cao đẳng o Cao học 4/ Thu nhập hàng tháng (VND) o Dưới 5.000.000 o 5.000.000-10.000.000 o 10.000.000-15.000.000 o Trên 15.000.000 5/ Họ tên Anh/ Chị là: ………………………………………………………………………………… CÁM ƠN ANH /CHỊ ĐÃ THAM GIA KHẢO SÁT! ...UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Dang Thi Tuong Vi THE IMPACT OF SOCIAL PRESENCE IN THE WEB INTERFACE ON CUSTOMER’S PURCHASE INTENTION TOWARD ONLINE. .. presence in the web interface on the purchase intention of customer in online store In framework of e-commerce, many previous researchers have been conducted to test the influence of social presence. .. is conducting in the experienced online customers in Ho Chi Minh 1.6 Structure of thesis This research is constructed in five parts The first is the introduction of the study The second is the