Khóa luận tốt nghiệp factors affecting online shopping intention in tiktok shop of students at ho chi minh university of banking

MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM HO CHI MINH UNIVERSITY OF BANKING PHAM THAI HOANG NHAN FACTORS AFFECTING ONLINE SHOPPING INTENTION IN TIKTOK SHOP OF STUDENTS AT HO CHI MINH UNIVERSITY OF BANKING GRADUATE THESIS Major: Business Administration Code: 7340101 SUPERVISOR Dr TRAN NGOC THIEN THY HO CHI MINH CITY, 2022 MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM HO CHI MINH UNIVERSITY OF BANKING Name: PHAM THAI HOANG NHAN ID Student: 030334180179 Class: HQ6-GE03 FACTORS AFFECTING ONLINE SHOPPING INTENTION IN TIKTOK SHOP OF STUDENTS AT HO CHI MINH UNIVERSITY OF BANKING GRADUATE THESIS Major: Business Administration Code: 7340101 SUPERVISOR Dr TRAN NGOC THIEN THY HO CHI MINH CITY, 2022 i ABSTRACT This thesis aims to explore the factors affecting online shopping intention of students at Ho Chi Minh University of Banking in TikTok Shop This study is based on a literature review on shopping intention and previous studies This study conducts quantitative research methods In the quantitative research, the author collects survey questionnaire data from 300 students at Ho Chi Minh University of Banking in TikTok Shop who know about TikTok Shop Based on the research results, the author shows that five factors affect online shopping intention of students: Perceived Usefulness, Perceived Ease of Use, Price Expectation, Perceived Risk, E-WOM Meanwhile, the Perceived Usefulness factor has the most decisive affect on the online shopping intention, the E-WOM factor has the weakest impact From the study results, several governance implications have been proposed to improve and enhance efficiently and effectively in the development of the e-commerce TikTok Shop in the future Keywords: TikTok Shop, affecting factors, online shopping intention, students ii AUTHOR’S DECLARATION I hereby declare that the thesis ―Factors affecting online shopping intention in TikTok Shop of students at Ho Chi Minh University of Banking‖ is the result of my research conducted over 10 weeks Except for references from previous research works as stated in the thesis, the survey data and the results of the thesis are completely honest and have not yet been published in any research work before Ho Chi Minh, November 2022 Pham Thai Hoang Nhan iii ACKNOWLEDGEMENT I would like to express my gratitude from the bottom of my heart to my supervisor, Dr Tran Ngoc Thien Thy Thanks to her dedicated guidance and wholehearted sharing, I was able to successfully complete my bachelor thesis During the process of writing this thesis, I lost a lot of mistakes but she enthusiastically told and suggested the best solution so that I could complete this thesis well Furthermore, I am grateful to all the professors and lecturers from the Ho Chi Minh University of Banking who educate me with vital comprehensive knowledge and essential skills throughout my syllabus at university Last but not least, I also want to thank the examiners for your pivotal time and consideration to review my graduation thesis iv TABLE OF CONTENT ABSTRACT i AUTHOR’S DECLARATION ii ACKNOWLEDGEMENT iii TABLE OF CONTENT iv LIST OF ABBREVIATIONS viii TABLE LIST ix FIGURE LIST x CHAPTER 1: OVERVIEW OF THE RESEARCH 1.1 The necessity of the research 1.2 Research Objectives 1.3 Research question 1.4 Research subject and scope 1.4.1 Research subject 1.4.2 Research scope 1.5 Research Methodology 1.6 Research Significance 1.6.1 Academic Significance 1.6.2 Practical Significance 1.7 Research structure SUMMERY CHAPTER 1: CHAPTER 2: LITERATURE REVIEW AND REVIEW RESEARCH MODELS 2.1 Definition 2.1.1 Intention v 2.1.2 Shopping intention 2.1.3 Online Shopping Intention 2.1.4 TikTok Shop 2.2 Relevant theoretical models 2.3 Literature Review 12 2.4 Hypothesis 23 2.4.1 Perceived usefulness (PU) 23 2.4.2 Perceived ease of use (PEU) 24 2.4.3 Price Expectation (PRICE) 25 2.4.4 Perceived risks (PR) 25 2.4.5 Electronic word of mouth (E-WOM) 26 SUMMARY CHAPTER 28 CHAPTER 3: RESEARCH METHODOLOGY 29 3.1 Process of research 29 3.2 Research steps 29 3.3 Research Methods 32 3.4 Research design 33 3.4.1 Sample size 33 3.4.2 Sampling method 34 3.4.3 Building the scale 35 3.4.4 Questionnaire design 37 3.4.5 Data collection 37 3.5 Data processing method 37 3.5.1 Descriptive statistic 37 3.5.2 Cronbach’s Alpha analyzing 38 3.5.3 EFA Analyzing 38 3.5.4 Regression analysis 39 vi SUMMARY CHAPTER 40 CHAPTER 4: THE RESEARCH RESULT 41 4.1 Sample Description 41 4.2 Scale Reliability Testing 43 4.3 Exploratory Factor Analysis 45 4.3.1 Factor analysis for the independent variable 45 4.3.2 Factor analysis for the dependent variable 49 4.4 Correlation Analysis 51 4.5 Regression Analysis 51 4.5.1 Testing the Fit of a Regression Model 51 4.5.2 Regression analysis results 52 4.5.3 Testing Multicollinearity 54 4.5.4 Testing the Normality of Residuals 55 4.5.5 Testing the constant residual variance 56 4.6 Result discussion 57 SUMMARY CHAPTER 59 CHAPTER 5: CONCLUSION 60 5.1 Conclusion 60 5.2 Theoretical contributions 60 5.3 Practical Implication and Suggestion 61 5.3.1 Perceived Usefulness 62 5.3.2 Perceived Ease of Use 62 5.3.3 Price Expectation 63 5.3.4 Perceived Risk 63 5.3.5 E-WOM 64 5.4 Limitations and Future Research 64 vii SUMMARY CHAPTER 66 REFERENCE 67 APPENDIX 72 APPENDIX 1: QUESTIONNAIRE DESIGN 72 APPENDIX 2: DATA ANALYSIS RESULT 76 viii LIST OF ABBREVIATIONS Acronym Definition PU Perceived Usefulness PEU Perceived Ease of Use PE Price Expectation PR Perceived Risk E-WOM Electronic Word of Mouth EFA Exploratory factor analysis KMO Kaiser-Meyer-Olkin test Sig Significance level SPSS Statistical Package for the Social Sciences ... the factors affecting online shopping intention in TikTok Shop of students at Ho Chi Minh University of Banking? - How does the influence of the factors affect the online shopping intention of students. .. of study: Factors affecting online shopping intention in TikTok Shop of students at Ho Chi Minh University of Banking 1.4.2 Research scope Research scope: Students at Ho Chi Minh University of. .. Assessing the influence of factors affecting the online shopping intention of students at Ho Chi Minh University of Banking when shopping on TikTok Shop - Providing governance implications for TikTok