Online shopping well being as a consequence of shopping value, trust and impulse a duality approach

i ABSTRACT How shopping contributes to shoppers’ quality of life has attracted much attention from researchers that results in the formation of the shopping well-being concept In studying consumers’ shopping well-being, several factors, contexts, and theoretical frameworks are taken into consideration Given that, there are some significant gaps in this research topic that need to be fulfilled Specifically, although shopping values are the key factors influencing consumers’ attitude and behavior, how they impact trust attitude and impulse buying behavior in the online shopping context has not been clear Besides, while online shopping well-being has rarely been explained by the dual processes from shopping value, trust and impulse buying In addition, moderating effects of extraversion and selfcontrol traits and differences across the online versus the offline shopping contexts are unexplored In addressing these limitations, by adopting the duality approach, this research examines cognitive and affective associations between shopping values, trust and impulse buying that, in turn, determine consumers’ shopping well-being In addition, the study also aims to test the moderating role of extraversion and self-control trait Further, the study also compares the studied relationships across the online and offline shopping contexts Two studies have been conducted in Ho Chi Minh City – Vietnam by surveying 648 online consumers (study 1) and 529 online and offline consumers (study 2) The datasets were used to validate the measures by employing confirmatory factor analysis (CFA) and test the proposed relationships among studied constructs by using Structural Equation Modeling (SEM) The research results validated the dual associations between shopping values and trust, and between shopping values and impulse buying Besides, the findings showed that shopping well-being is determined affectively by trust in the online shopping ii context and positively predicted by both cognitive and affective impulse buying This helps to prove the positive consequence of impulse buying In addition, moderating effects of extraversion and self-control traits were validated Finally, similarities and differences between the online and the offline shopping contexts, in term of the studied associations, were clearly found This study contributes to the literature by applying a duality approach to confirm the significant role of shopping values in determining trust and impulse buying that, in turn, positively predict shopping well-being As a result, this study provides a deeper understanding about if and why online shopping well-being is more affect-based This research also introduces an appropriate theoretical framework for studying impulse buying - the duality approach and validates the positive consequence of this shopping motive In addition, the validated moderating role of extraversion and self-control contribute to a better understanding of consumers’ personalities Further, the findings provide a clearer picture illustrating similarities and differences across the two shopping contexts Thus, several significant implications can be contributed to academics and practitioners iii TÓM TẮT Việc mua sắm đóng góp vào chất lượng sống người tiêu dùng chủ đề nghiên cứu thu hút quan tâm từ nhà nghiên cứu Theo đó, khái niệm hạnh phúc mua sắm hình thành nhà nghiên cứu xem xét nhiều yếu tố, bối cảnh khn khổ lý thuyết để tìm hiểu hạnh phúc mua sắm Dù vậy, tảng lý thuyết thời, có số lỗ hổng đáng kể chủ đề nghiên cứu cần hoàn thiện Cụ thể, giá trị mua sắm yếu tố ảnh hưởng đến thái độ hành vi người tiêu dùng, chúng tác động đến lòng tin hành vi mua sắm tùy hứng bối cảnh mua sắm trực tuyến chưa rõ ràng Bên cạnh đó, hạnh phúc mua sắm trực tuyến giải thích quy trình kép từ giá trị mua sắm, tin tưởng mua sắm tùy hứng Ngoài ra, tác động điều tiết đặc điểm hướng ngoại tự kiểm soát, khác biệt bối cảnh mua sắm trực tuyến so với mua cửa hàng chưa khám phá Để khắc phục hạn chế này, cách áp dụng cách tiếp cận kép, nghiên cứu xem xét mối liên hệ nhận thức cảm xúc giá trị mua sắm, lòng tin mua sắm tùy hứng, từ xác định hạnh phúc mua sắm người tiêu dùng Ngoài ra, nghiên cứu nhằm kiểm tra vai trị điều tiết tính hướng ngoại tự kiểm soát Hơn nữa, nghiên cứu so sánh mối quan hệ bối cảnh mua sắm trực tuyến mua cửa hàng Hai nghiên cứu thực Thành phố Hồ Chí Minh - Việt Nam cách khảo sát 648 người tiêu dùng trực tuyến (nghiên cứu 1) 529 người tiêu dùng trực tuyến ngoại tuyến (nghiên cứu 2) Các liệu sử dụng để đánh giá thang đo phương pháp phân tích nhân tố khẳng định (CFA) kiểm tra mối quan hệ đề xuất mơ hình nghiên cứu cách sử dụng mơ hình cấu trúc tuyến tính (SEM) Kết nghiên cứu xác nhận mối liên hệ kép giá trị mua sắm lòng tin, iv giá trị mua sắm hành vi mua sắm tùy hứng Bên cạnh đó, kết nghiên cứu cho thấy hạnh phúc mua sắm chịu ảnh hưởng tích cực lịng tin cảm xúc bối cảnh mua sắm trực tuyến đồng biến với mua sắm tùy hứng theo nhận thức mua sắm tùy hứng theo cảm xúc Điều giúp chứng minh hệ tích cực việc mua sắm tùy hứng Ngoài ra, tác động điều tiết đặc điểm hướng ngoại tự kiểm soát xác nhận Cuối cùng, điểm tương đồng khác biệt bối cảnh mua sắm trực tuyến mua cửa hàng mối quan hệ đề xuất làm rõ Nghiên cứu đóng góp vào sở lý thuyết thơng qua việc vận dụng cách tiếp cận kép để xác nhận vai trò quan trọng giá trị mua sắm việc xây dựng lòng tin thúc đẩy mua sắm tùy hứng và, từ đó, tác động tích cực đến hạnh phúc mua sắm Theo đó, nghiên cứu cung cấp hiểu biết sâu sắc việc hạnh phúc mua sắm trực tuyến thiên mặt cảm xúc nhiều nhận thức Nghiên cứu giới thiệu khung lý thuyết thích hợp để nghiên cứu hành vi mua sắm tùy hứng - cách tiếp cận kép xác nhận hệ tích cực mua sắm tùy hứng Ngồi ra, vai trị điều tiết tính hướng ngoại tự kiểm sốt góp phần giúp hiểu rõ vai trị tính cách người tiêu dùng Hơn nữa, kết nghiên cứu cung cấp tranh rõ ràng minh họa điểm tương đồng khác biệt hai bối cảnh mua sắm Dựa kết nghiên cứu, số hàm ý phương diện lý thuyết thực tiễn đúc kết v STATEMENT OF AUTHENTICATION I certify that any content in this thesis has not previously been submitted for a degree at this or any other institutions I also certify that the thesis is prepared by me Any help that I have received in my research has been acknowledged In addition, I certify that all sources and literature used are adequately indicated in the reference Hồ Trọng Nghĩa Publications of the research: Nghia, H.T., & Trang, N.T.M (2019) The impact of shopping values on impulse buying: The duality approach Proceedings of the International conference on Business and Finance 2019 - Accounting, Business and Management (ICBF2019), 74-89, ISBN: 978-604-922-764 Nghia, H.T., Olsen, S.V., & Trang, N.T.M (2020) Shopping value, trust, and online shopping well-being: A duality approach Marketing Intelligence & Planning, 38(5), 545558 https://doi.org/10.1108/MIP-08-2019-0411 Nghia, H.T., Olsen, S.O., & Trang, N.T.M (2021) A dual process on shopping wellbeing across shopping contexts: the role of shopping values and impulse buying Asia Pacific Journal of Marketing and Logistics, Vol ahead-of-print No ahead-of-print https://doi.org/10.1108/APJML-09-2020-0668 vi ACKNOWLEDGEMENT While PhD is obviously an extremely challenging journey, getting the research published in ISI journals seems to be an impossible mission, especially for young researchers The mission would not have been successfully completed without the supports and contributions of several kind persons and organizations First and foremost, I would like to express my deepest gratitude to my supervisors, Associate professor, Dr Nguyen Thi Mai Trang and Associate professor, Dr Svein Ottar Olsen They have played crucial role in guiding and supporting me in refining and completing this research In addition, I also deeply appreciate Associate professor, Dr Nguyen Dinh Tho who is the PhD.ISB coordinator and Associate professor, Dr Tran Ha Minh Quan who is the dean of the International School of Business (ISB), University of Economics Ho Chi Minh City (UEH) All the discussions with them are so encouraging that increases my motivation in doing research I would like to thank my ex-colleagues in the School of Management (SOM), especially Dr Diep Nguyen, Associate professor, Dr Bui Thi Thanh and Dr Cao Quoc Viet, who have great interests in doing research In addition, I also would like to give my special thanks to Board of Dean of ISB and all the colleagues in Faculty team of ISB for their willingness to cover my daily works every when I need to concentrate in doing the research I would like to show my gratitude to UEH, ISB and SOM for all the kind supports I have received to overcome several obstacles of a PhD student life Finally, all my family members significantly contribute to the success of my research by taking the responsibilities that should be mine and providing great motivations to finish the PhD journey vii LIST OF FIGURES Figure 2.1: Overall conceptual model 31 Figure 2.2: Research models of study and study 31 Figure 3.1: Research model of study .39 Figure 4.1: Research model of study .59 viii LIST OF TABLES Table 3.1 Standardized CFA loadings (λ) of items 45 Table 3.2 Correlations (r) between constructs and their Average variance extracted (AVE) 46 Table 3.3 Structural paths 47 Table 4.1 Participant profile 64 Table 4.2 Survey items, respective constructs, and relevant references 65 Table 4.3 Means, standard deviations, composite reliability, Pearson’s correlations and validities .67 Table 4.4 Structural equation model results 69 Table 4.5 Offline vs Online differences .70 105 Appendix 3B – Survey questionnaire of study (in Vietnamese) 106 107 Appendix 3C – Sample characteristics of study Valid Cumulative Percent Percent 33.6 34.3 34.3 418 64.5 65.7 100.0 ≤ 25 301 46.5 46.7 46.7 From over 25 to under 40 329 50.8 51.1 97.8 ≥ 40 14 2.2 2.2 100.0 Shopping 1–2 301 46.5 46.7 46.7 frequency 3–4 329 50.8 51.1 97.8 per >4 14 2.2 2.2 100.0 month Income per Under 119 18.4 18.6 18.6 month From to under 10 355 54.8 55.6 74.2 (million From 10 to under 15 128 19.8 20.0 94.2 VND) From 15 37 5.7 5.8 100.0 Characteristics Gender Age Frequency Percent Male 218 Female 108 Appendix 3D – Measurement scales of the studied constructs of study Item M SD λ t-value Hedonic value: Composite reliability (CR) = 0.91; Average variance extracted (AVE) = 0.63 Dull/exciting 4.719 1.462 0.814 - Not delightful/delightful 4.785 1.464 0.865 24.860 Enjoyable/unenjoyable 4.704 1.459 0.896 25.986 Not playful/playful 4.674 1.462 0.852 24.635 Amusing/not amusing 4.505 1.533 0.618 15.052 Not sensuous/sensuous 4.491 1.547 0.678 17.208 Effective/ineffective 4.840 1.469 0.657 - Helpful/unhelpful 4.887 1.552 0.844 17.569 Functional/not functional 5.159 1.821 0.902 14.422 Handy/not handy 4.835 1.769 0.750 10.909 Provides accurate information 5.080 1.279 0.763 - Keeps the promises 5.242 1.362 0.739 13.631 Provides consistent services and quality 4.881 1.345 0.807 20.762 Is very dependable 4.861 1.343 0.859 20.756 Is sincere 4.836 1.332 0.866 20.954 4.779 1.315 0.628 - 4.400 1.200 0.776 15.532 I trust X because it seems to care about me 4.245 1.259 0.791 14.013 I can depend on X to buy important things 4.185 1.442 0.689 12.034 In general, X is willing to serve its customers 4.844 1.228 0.594 11.796 Utilitarian value: CR = 0.87; AVE = 0.63 Cognitive trust: CR = 0.90; AVE = 0.65 In my opinion, X is an online retailer that… Affective trust: CR = 0.83; AVE = 0.49 In all circumstances, X is ready to offer me assistance and support When providing products and services, X is concerned about my welfare 109 Shopping well-being: CR = 0.80; AVE = 0.57 I feel that online shopping contributes significantly to 3.699 1.441 0.745 - 3.623 1.473 0.794 16.206 4.082 1.569 0.727 15.787 Is outgoing, sociable 5.034 1.596 0.782 - Is talkative 4.727 1.565 0.673 17.187 Has an assertive personality 4.787 1.453 0.681 16.535 Generates a lot of enthusiasm 4.915 1.639 0.746 19.939 Is full of energy 4.846 1.549 0.802 17.668 Is reserved 4.492 1.519 0.726 15.813 Is sometimes shy, inhibited 4.647 1.519 0.774 17.717 Tends to be quiet 4.603 1.595 0.732 15.822 my own personal well-being I feel that online shopping makes me happy I feel that online shopping contributes significantly to my quality of life overall Extraversion: CR = 0.91; AVE = 0.55 I see myself as someone who… Mean (M), Standard deviations (SD) and Standardized CFA loadings (λ) of items 110 Appendix 4A – Survey questionnaire of study (online shopping context - in English) 111 112 Appendix 4B – Survey questionnaire of study (offline shopping context - in English) 113 114 Appendix 4C – Survey questionnaire of study (online shopping context - in Vietnamese) 115 116 Appendix 4D – Survey questionnaire of study (offline shopping context - in Vietnamese) 117 118 Appendix 4E – Measurement scales of the studied constructs of study Item M SD λ t-value Hedonic value: Composite reliability (CR) = 0.92; Average variance extracted (AVE) = 0.67 HV1 Dull/exciting 4.816 1.3528 0.803 HV2 Not delightful/delightful 4.856 1.3917 0.892 22.259 HV3 Enjoyable/unenjoyable 4.747 1.3490 0.88 21.828 HV4 Not playful/playful 4.713 1.3514 0.822 19.799 HV5 Amusing/not amusing 4.629 1.4446 0.703 16.151 HV6 Not sensuous/sensuous 4.744 1.3412 0.799 19.045 Utilitarian value: CR = 0.85; AVE = 0.48 UV1 Effective/ineffective 5.051 1.4375 0.627 UV2 Helpful/unhelpful 5.020 1.3926 0.664 15.658 UV3 Functional/not functional 5.133 1.4879 0.626 10.838 UV4 Handy/not handy 4.969 1.5405 0.712 11.931 UV5 Problem solving/not problem solving 4.747 1.5532 0.773 12.591 UV6 Reliable/not reliable 4.867 1.6551 0.752 12.384 Cognitive impulse buying: CR = 0.83; AVE = 0.56 CI1 I usually think carefully before I buy something (R) 3.524 1.8194 0.655 CI2 It is not my style to just buy thing (R) 3.440 1.8136 0.77 13.213 CI3 I am used to buy thing on the spot 2.891 1.6400 0.787 13.403 CI4 I often buy things without thinking 2.569 1.6701 0.765 13.158 Affective impulse buying: CR = 0.73; AVE = 0.40 AI1 I sometimes cannot suppress of wanting to buy something 4.527 1.7173 0.554 AI2 If I see something new, I want to buy it 3.678 1.6364 0.619 9.225 AI3 I am a bit reckless in buying things 3.976 1.7280 0.63 9.323 AI4 I sometimes buy things because I like buying thing, rather 4.284 1.7869 0.724 10.005 than because I need them Shopping wellbeing: CR = 0.92; AVE = 0.70 SW1 Thinking about shopping, I feel that my shopping 4.789 1.4766 0.804 contributes significantly to my own personal well-being SW2 Thinking about shopping, my quality of life would 4.518 1.6459 0.851 20.694 diminish significantly if I don’t shop SW3 Thinking about shopping, I feel that shopping makes me 4.711 1.5769 0.839 20.304 happy SW4 Thinking about shopping, I feel that shopping contributes 4.462 1.5393 0.849 20.639 significantly to my quality of life overall SW5 The quality of life of my family would diminish 4.169 1.7023 0.829 19.944 significantly if I don’t shop Self control: CR = 0.78; AVE = 0.43 SC1 I am good at resisting temptation 4.998 1.3992 0.503 SC2 People would say that I have iron self- discipline 4.898 1.3962 0.735 9.55 SC3 I have trouble concentrating R 4.980 1.2440 0.826 9.841 SC4 I often act without thinking through all the alternatives R 5.173 1.2293 0.657 9.079 SC5 I am lazy R 5.158 1.2836 0.513 7.638 Note: Mean (M), Standard deviations (SD), Standardized CFA loadings (λ) 119 ... values and trust (Beldad et al., 2010; Punyatoya, 2019) For example, Chiu, Wang, Fang, and Huang (2014) use a mean- end chain theory (Gutman, 1997) and argue that utilitarian and hedonic values are... considered as a “necessary and an inevitable activity” of human life (Ekici et al., 2018, p 335) and its positive contribution has been widely acknowledged such as pleasure and arousal (Liao et al.,... Trang, N.T.M (2021) A dual process on shopping wellbeing across shopping contexts: the role of shopping values and impulse buying Asia Pacific Journal of Marketing and Logistics, Vol ahead -of- print