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

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 1.2 Research Objectives 1.3 Research question .3 1.4 Research subject and scope .4 1.4.1 Research subject 1.4.2 Research scope .4 1.5 Research Methodology .4 1.6 Research Significance 1.6.1 Academic Significance 1.6.2 Practical Significance 1.7 Research structure .5 SUMMERY CHAPTER 1: .5 CHAPTER 2: LITERATURE REVIEW AND REVIEW RESEARCH MODELS 2.1 Definition .7 2.1.1 Intention .7 v 2.1.2 Shopping intention .7 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 ix TABLE LIST Table 2.1: Related research models Table 2.2: Previous study summary 11 Table 3.1: Measurement scale of observed variables 29 Table 3.2: Coding the variables of the scale 34 Table 4.1: Sample Description 42 Table 4.2: Scale Reliability Testing 44 Table 4.3: KMO and Bartlett's Test for the independent variable 47 Table 4.4: Eigenvalues and covariance deviations for the independent variable 47 Table 4.5: Factor loading for the independent variable 48 Table 4.6: Table KMO and Bartlett's Test for the dependent variable 49 Table 4.7: Eigenvalues and covariance deviations for the dependent variable 50 Table 4.8: Factor loading for the dependent variable 50 Table 4.9: Pearson correlation analysis 51 Table 4.10: Model Summary 52 Table 4.11: ANOVA analysis 52 Table 4.12: Coefficients Analysis for Independent Variable 53 Table 4.13: Testing Multicollinearity 55 Table 4.14: Summary of hypothesis testing results 57 x FIGURE LIST Figure 2.1: Research model proposed by the author 27 Figure 3.1: Research process 28 Figure 4.1: Histogram chart 55 Figure 4.2: Scatter plot chart 56 CHAPTER 1: OVERVIEW OF THE RESEARCH 1.1 The necessity of the research Currently, Vietnam ranks 48/60 countries with the fastest digital economy transformation in the world, and 22nd in terms of digitalization development speed (Nguyen, T H., 2010) It proves that Vietnam is in the digital economy and the ecommerce field has a further prospect More than 90% of users who install an e-commerce app shop at least once per month, with 60% shopping three or more times Analytical figures from 2,500 Vietnamese users in the third quarter of 2018 on how to use retail and shopping apps show that 89% have taken all steps to make an in-app purchase, 82% have taken all the steps to make an in-app purchase said that they choose because they find it more enjoyable and convenient to shop through apps, more than 70% believe that financial information is stored more securely than shopping from the website The trend of commerce on mobile devices is driving online retailers to invest in applications to reach customers Statistics show that the rate of using mobile apps for shopping has increased from 40% in 2016 to 72% in 2018 (Viễn Thông, 2018) According to data from Statista, on average, each user in Vietnam spends about 54.89 USD/year (about 1.27 million VND) or only 106,000 VND/month to shop online The proportion of users participating in online transactions reaches 52.5% and is expected to reach 55.9% in 2022, whereas in developed countries this figure is more than 70% In 2018, there were 49 million users participating in online shopping, accounting for 76% of the number of Internet users Besides favorable factors and conditions, Vietnam is also facing many barriers such as: fierce competition of rivals; Consumer confidence when shopping online is still low; Delivery and order fulfillment services have not kept pace with demand Especially, despite the recent rapid growth, e-payment in Vietnam is still in potential form, far behind compared to with many countries in the region and around the world For the vast majority of current social network users, TikTok has been and is a social networking platform that is particularly noticed by the young user community, belonging to Generation Z This is also the generation of students at Ho Chi Minh University of Banking - one of the large educational institutions in Vietnam, training many professions and levels With the advantage of a very large number of university students studying, this is considered an age group with very high cognitive development Thanks to the sense of maturity, students have the knowledge, attitude and self-assessment ability to adjust their own growth in the right direction of society In addition, this is also the age group that spends a lot of time using the internet in general and has a positive view of social changes, especially about online shopping At the end of April 2022, TikTok was officially launched TikTok Shop ecommerce solution in Vietnam market With the advantage of a large number of users and a new "review" approach, this will be the next platform to enter the online retail market in Vietnam along with Shopee, Lazada, and Tiki As a platform that is still too new to business in the field of e-commerce, being competitive with competitors in the same segment and still having some customers are still concerned when shopping online on the TikTok Shop platform is an unavoidable thing Although there are many theories in the world today, Research model to explain the factors affecting the intention of consumers to buy online, and in Vietnam, there have been many studies on the intention to buy online However, with the TikTok Shop business, there is still no research to study the shopping intentions of customers Understanding the factors that affect the purchase intention of consumers will help businesses maintain current customers, attract and attract potential customers Therefore, the author conducted the thesis “Factors Affecting Online Shopping Intention in TikTok Shop of Students at Ho Chi Minh University of Banking” in order to focus on exploring and analyzing factors affecting online shopping intention of students (young customers) at Ho Chi Minh University of Banking and the level impact of each factor on students in this period Through the study, we can understand factors motivating students in Ho Chi Minh City shopping online in TikTok Shop Finally, the research could make some recommendations to help TikTok companies could increasingly expand and develop the market in Vietnam in the coming time 1.2 Research Objectives The general objective of this study is to study the factors affecting online shopping intention at the TikTok Shop of students at Ho Chi Minh University of Banking and then assess the extent of their influence on online shopping intention at TikTok Shop at university Based on the research results, the study will propose suggested solutions for ecommerce companies in general, especially TikTok Shop Increasing customers' trust in this communication channel, thereby boosting profits from this sales channel To achieve this general goal, this study sets out the following specific research objectives: - Determining the factors affecting the online shopping intention of students at Ho Chi Minh University of Banking when shopping on TikTok Shop - 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 to improve and innovate the shopping feature 1.3 Research question Based on the research objectives and the necessity of research identified above, the thesis answers the following research questions: - What are the factors affecting online shopping intention in TikTok Shop of students at Ho Chi Minh University of Banking? 78 PU2 288 3.93 819 PU3 288 3.70 872 PU4 288 3.84 774 PEU1 288 4.02 869 PEU2 288 3.76 756 PEU3 288 3.66 880 PEU4 288 3.57 836 PE1 288 4.05 806 PE2 288 3.84 806 PE3 288 3.79 825 PE4 288 3.95 810 PR1 288 3.77 890 PR2 288 3.69 792 PR3 288 3.62 851 PR4 288 3.57 784 EW1 288 3.92 803 EW2 288 4.00 767 EW3 288 3.84 790 EW4 288 3.91 842 OSI1 288 3.81 825 OSI2 288 3.64 930 OSI3 288 3.76 909 Valid N (listwise) 288 CRONBACH’S ALPHA 79 Result of the reliability assessment of Perceived Usefulness Reliability Statistics Cronbach's Alpha N of Items 781 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Deleted Correlation Item Deleted PU1 11.48 3.992 568 737 PU2 11.38 3.875 615 713 PU3 11.61 3.813 574 735 PU4 11.47 4.083 591 726 Result of the reliability assessment of Perceived Ease of Use Reliability Statistics Cronbach's Alpha N of Items 813 Item-Total Statistics 80 Scale Mean if Item Deleted Scale Variance if Corrected ItemItem Deleted Total Correlation Cronbach's Alpha if Item Deleted PEU1 11.00 4.383 559 800 PEU2 11.26 4.395 696 739 PEU3 11.36 4.085 650 756 PEU4 11.45 4.283 634 764 Result of the reliability assessment of Price Expectation Reliability Statistics Cronbach's Alpha N of Items 826 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Corrected ItemItem Deleted Total Correlation Cronbach's Alpha if Item Deleted PE1 11.59 4.418 550 825 PE2 11.79 4.068 680 767 PE3 11.84 4.072 654 779 PE4 11.68 3.941 725 746 Result of the reliability assessment of Perceived Risk Reliability Statistics Cronbach's Alpha N of Items 81 820 Item-Total Statistics Scale Mean if Item Deleted Cronbach's Scale Variance if Corrected Item- Alpha if Item Item Deleted Total Correlation Deleted PR1 10.88 4.260 574 808 PR2 10.96 4.451 624 782 PR3 11.03 4.187 646 771 PR4 11.07 4.186 736 732 Result of the reliability assessment of E-WOM Reliability Statistics Cronbach's Alpha N of Items 785 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Corrected ItemItem Deleted Total Correlation Cronbach's Alpha if Item Deleted EW1 11.74 3.711 610 723 EW2 11.67 3.882 587 735 EW3 11.83 3.900 551 752 EW4 11.75 3.566 619 718 82 EXPLORATORY FACTOR ANALYSIS (EFA) The result of KMO and Bartlett’s Test for independent variable (1st time) KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy .795 Approx Chi-Square 3034.54 df 190 Sig .000 Bartlett's Test of Sphericity Eigenvalues and covariance deviations for independent variables (1st time) Total Variance Explained Initial Eigenvalues Component Total % of Cumulative Variance % Extraction Sums of Squared Rotation Sums of Squared Loadings Loadings Total % of Cumulative Variance % Total % of Cumulative Variance % 6.935 34.677 34.677 6.935 34.677 34.677 2.902 14.510 14.510 1.869 9.345 44.022 1.869 9.345 44.022 2.747 13.735 28.245 1.709 8.544 52.566 1.709 8.544 52.566 2.674 13.372 41.617 1.497 7.485 60.051 1.497 7.485 60.051 2.513 12.566 54.183 1.337 6.687 66.738 1.337 6.687 66.738 2.511 12.555 66.738 716 3.581 70.319 666 3.329 73.648 634 3.171 76.819 606 3.032 79.851 10 562 2.808 82.659 11 526 2.632 85.291 83 12 509 2.545 87.836 13 472 2.362 90.198 14 449 2.245 92.443 15 427 2.133 94.576 16 387 1.934 96.509 17 360 1.799 98.308 18 155 774 99.082 19 110 552 99.634 20 073 366 100.000 Extraction Method: Principal Component Analysis EFA in the 1st time Rotated Component Matrixa Component PE2 827 PE3 804 PEU2 683 PE4 676 PE1 623 599 -.592 PR3 809 PR2 746 PR1 714 PR4 660 -.635 PEU4 824 PEU3 743 PEU1 672 EW4 776 EW1 772 EW2 728 84 EW3 689 PU2 768 PU4 768 PU1 723 PU3 705 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization.a a Rotation converged in iterations The result of KMO and Bartlett’s Test for independent variable (2nd time) KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square df Sig .862 1501.36 136 000 Eigenvalues and covariance deviations for independent variables (2nd time) Total Variance Explained Initial Eigenvalues Component Total % of Cumulative Variance % Extraction Sums of Squared Rotation Sums of Squared Loadings Loadings Total % of Cumulative Variance % Total % of Cumulative Variance % 5.290 31.118 31.118 5.290 31.118 31.118 2.468 14.515 14.515 1.688 9.931 41.049 1.688 9.931 41.049 2.466 14.504 29.019 1.467 8.630 49.679 1.467 8.630 49.679 1.991 11.711 40.730 1.285 7.558 57.236 1.285 7.558 57.236 1.983 11.665 52.395 1.141 6.714 63.951 1.141 6.714 63.951 1.964 11.556 63.951 680 3.999 67.950 644 3.787 71.737 619 3.643 75.380 85 583 3.429 78.810 10 559 3.291 82.101 11 512 3.010 85.110 12 486 2.860 87.970 13 461 2.711 90.681 14 431 2.537 93.219 15 419 2.466 95.684 16 375 2.208 97.892 17 358 2.108 100.000 Extraction Method: Principal Component Analysis EFA in the 2nd time Rotated Component Matrixa Component EW4 792 EW1 766 EW2 723 EW3 692 PU4 772 PU2 762 PU1 730 PU3 711 PE2 803 PE3 777 PE1 721 PR3 780 PR1 778 PR2 734 PEU4 809 PEU1 748 86 PEU3 722 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization.a a Rotation converged in iterations The result of KMO and Bartlett’s Test for dependent variable KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy .701 Approx Chi-Square 233.711 Bartlett's Test of Sphericity df Sig .000 Eigenvalue and covariance deviations for dependent variables Compone nt Total Variance Explained Extraction Sums of Squared Initial Eigenvalues Loadings % of Cumulative % of Cumulative Total Total Variance % Variance % 2.078 69.250 69.250 2.078 69.250 69.250 487 16.229 85.479 436 14.521 100.000 Extraction Method: Principal Component Analysis The factor rotation matrix of the dependent variable Component Matrixa Component 87 OSI2 845 OSI1 827 OSI3 824 Extraction Method: Principal Component Analysis a components extracted 88 RESULT OF CORRELATIONS Correlations OSI PU PEU PE PR EW 575** 564** 552** -.549** 524** 000 000 000 000 000 288 288 288 288 288 288 575** 329** 412** -.322** 344** 000 000 000 000 Pearson Correlation OSI Sig (2-tailed) N Pearson PU Correlation Sig (2-tailed) 000 N 288 288 288 288 288 288 564** 329** 333** -.412** 412** Sig (2-tailed) 000 000 000 000 000 N 288 288 288 288 288 288 552** 412** 333** -.354** 363** Sig (2-tailed) 000 000 000 000 000 N 288 288 288 288 288 288 -.549** -.322** -.412** -.354** -.334** Sig (2-tailed) 000 000 000 000 N 288 288 288 288 288 288 524** 344** 412** 363** -.334** Sig (2-tailed) 000 000 000 000 000 N 288 288 288 288 288 Pearson PEU Correlation Pearson Correlation PE Pearson PR Correlation Pearson Correlation EW 000 ** Correlation is significant at the 0.01 level (2-tailed) REGRESSION ANALYSIS 288 89 Model Summaryb Mode R l R 792a Adjusted R Std Error of Square Square 628 Durbin- the Estimate 621 Watson 45501 1.987 a Predictors: (Constant), EW, PR, PU, PE, PEU b Dependent Variable: OSI ANOVA OSI Sum of Squares Between df Mean Square 320 160 Within Groups 156.448 285 549 Total 156.768 287 Groups F Sig .292 747 Coefficientsa Model Unstandardized Standardized Coefficients Coefficients B Std Error Collinearity t Sig Beta Statistics Tolerance VIF (Constant) 734 364 2.017 045 PU 318 048 274 6.561 000 754 1.325 PEU 248 045 234 5.471 000 719 1.391 PE 240 047 215 5.062 000 734 1.363 90 PR -.247 045 -.228 EW 212 050 179 - 000 750 1.333 4.247 000 740 1.351 5.422 a Dependent Variable: OSI Testing the Normality of Residuals Residuals Statisticsa Minimum Maximum Mean Std Deviation N Predicted Value 2.0932 5.1702 3.7350 58550 288 Residual -1.31586 1.29280 00000 45103 288 Std Predicted Value -2.804 2.451 000 1.000 288 Std Residual -2.892 2.841 000 991 288 a Dependent Variable: OSI 91 92 ... 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