Khóa luận tốt nghiệp factors affecting purchase intention in the paid music streaming services in ho chi minh city

MINISTRY OF EDUCATION AND TRAINING STATE BANK OF VIETNAM HO CHI MINH UNIVERSITY OF BANKING PHAM LE QUYNH HOA FACTORS AFFECTING THE CUSTOMER’S PURCHASE INTENTION IN THE PAID MUSIC STREAMING SERVICES IN HO CHI MINH CITY GRADUATION THESIS Major: BUSINESS ADMINISTRATION Code: 34 01 01 HO CHI MINH CITY - 2022 MINISTRY OF EDUCATION AND TRAINING STATE BANK OF VIETNAM HO CHI MINH UNIVERSITY OF BANKING Student's name: PHAM LE QUYNH HOA Student’s ID: 050606180118 Class: HQ6-GE08 FACTORS AFFECTING THE CUSTOMER’S PURCHASE INTENTION IN THE PAID MUSIC STREAMING SERVICES IN HO CHI MINH CITY GRADUATION THESIS MAJOR: BUSINESS ADMINISTRATION CODE: 34 01 01 Instructor: PhD PHAM THI HOA HO CHI MINH CITY - 2022 TÓM TẮT Dưới phát triển không ngừng kinh tế, hội việc làm ngày mở rộng, việc lựa chọn công việc phù hợp với chuyên môn đào tạo đề tài thu hút quan tâm sinh viên tốt nghiệp nói riêng xã hội nói chung Trong trình lựa chọn ứng dụng để nghe nhạc, khách hàng quan tâm đến nhiều yếu tố Ngoài quan tâm ứng dụng phải đáp ứng nhu cầu nghe nhạc thư giãn, khách hàng quan tâm đến nhiều yếu tố giá cả, tính năng, độ bảo mật thơng tin khách hàng Do vậy, tổ chức doanh nghiệp đưa chiến lược kinh doanh nhằm tác động, thúc đẩy đến ý định mua dịch vụ khách hàng Tác giả thực đề tài “Yếu tố ảnh hưởng đến ý định mua nhạc trực tuyến có trả phí khách hàng thành phố Hồ Chí Minh” nhằm mục tiêu: (1) Xác định yếu tố ảnh hưởng đến ý định mua nhạc trực tuyến có trả phí khách hàng thành phố Hồ Chí Minh; (2) Đo lường mức độ ảnh hưởng yếu tố ảnh hưởng đến ý định mua nhạc trực tuyến có trả phí khách hàng thành phố Hồ Chí Minh; (3) Đề xuất số hàm ý quản trị cho doanh nghiệp nhằm giúp doanh nghiệp có định hướng phù hợp trình lên kế hoạch tuyển dụng nhằm thức đẩy tỷ lệ khách trả tiền cho dịch vụ nghe nhạc trực tuyến Trong trình nghiên cứu để đạt kết này, tác giả đưa mơ hình nghiên cứu đề xuất phát triển dựa tổng quan tài liệu kế thừa mơ hình TPB đồng thời hiệu chỉnh số yếu tố cho phù hợp với bối cảnh nghiên cứu người tiêu dùng Việt Nam Quy trình nghiên cứu thực qua ba bước: xây dựng biến, hai đánh giá sơ ba đánh giá thức Kết nghiên cứu cho thấy yếu tố như: Intrinsic Rewards, Extrinsic Rewards, Identity Sailience, Psychology Ownership có tác động thuận chiều đến ý định mua khách hàng yếu tố mang tính rủi ro Finance Risk, Product Risk, Security Risk, Time Risk tác động ngược chiều đến ý định mua dịch vụ khách hàng ABSTRACT Modern society is developing day by day, people's needs are increasing day by day Besides basic needs such as eating, drinking, working, etc., entertainment needs are also an essential thing in people's daily lives And music is also one of them, today's music has become an important part of daily life and listening to music online is an inevitable trend in the age of technology In the process of choosing an application to listen to music, customers pay attention to many factors In addition to the application concerns that must meet the basic needs of listening to music and relaxing, customers are also interested in more factors such as price, features, customer information security Therefore, business organizations always come up with business strategies to influence and promote customers' intention to buy services The author conducts the topic " Factors Affecting The Customer‘s Purchase Intention In The Paid Music Streaming Services In Ho Chi Minh City" with the aim of: (1) Determining the factors affecting the intention to buy paid music streaming services by customers in Ho Chi Minh City; (2) Measuring the influence of factors affecting the intention to buy paid music streaming services by customers in Ho Chi Minh City; (3) Proposing some managerial implications for businesses to help businesses have appropriate orientation in the recruitment planning process in order to promote the rate of paying customers for online music services In the research process to achieve this result, the author has come up with a proposed research model developed based on the literature review and inherited the TPB model and adjusted some factors accordingly research context and consumers in Vietnam The research process is carried out through three steps: one is the construction of the variable, the second is the preliminary assessment and the third is the formal assessment Research results show that factors such as Intrinsic Rewards, Extrinsic Rewards, Identity Sailience, Psychology Ownership have a positive impact on customers' purchase intention and risk factors such as Finance Risk, Product Risk, Security Risk, Time Risk have negative effects on customers' intention to buy services The research process is carried out through three steps: one is the construction of the variable, the second is the preliminary assessment and the third is the formal assessment Next, individual in-depth interviews and group interviews were conducted to explore and develop observed variables used in the measurement of research concepts and to build theoretical models for research Information collection is done through discussion between selected subjects and researchers, based on the outline outlined in advance This study is based on the application of techniques such as Crobach‘s Alpha reliability factor testing, EFA discovery factor analysis, SEM linear structure model and Bartlett's test Information was collected by questionnaires to survey the opinions of customer in Ho Chi Minh City According to the results of this study, personal opinion is measured by observed variables (or criteria) Social support is measured by observed variables Academic achievement is measured by observed variables Internship experience is measured by observed variables Financial expectations are measured by four observed variables Organizational brand is measured by observed variables And finally, the student's intention to apply is measured by observed variables The results of the measurement models show that, after adding and adjusting, the scales achieve reliability and allowable value There are three main limitations in this study First, this essay was only done at the Banking University of Ho Chi Minh City Secondly, This study only considers influencing factors, but there are many other factors that can affect customers' intention to purchase MAAS Lastly, when responding to a survey, the respondents may answer honestly or lack interest, leading to a big impact on the research results DECLARATION My name is Pham Le Quynh Hoa, a student in class HQ6-GE08, majoring in Business Administration with high quality training, Banking University of Ho Chi Minh City Ho Chi Minh I declare: ―This thesis has not been submitted for a degree at any university This thesis is the author's own research work under the guidance of lecturers, the research results are honest, in which there are no previously published contents or contents made by others except for citations that are fully cited in the thesis.‖ Ho Chi Minh City, November 22nd, 2022 Thesis‘s Author Pham Le Quynh Hoa ACKNOWLEDGEMENT First and foremost, I would like to express my heartfelt gratitude to my supervisor, Dr Pham Thi Hoa, for providing me with important information as well as good recommendations for my bachelor's thesis, as well as for his patience, enthusiasm, and inspiration Furthermore, I am grateful to not just the professors and lecturers from Ho Chi Minh University of Banking who supplied me with vital information and skills throughout my time there Last but not least, I also want to thank the examiners for devoting their significant time to reviewing my thesis TABLE OF CONTENTS CHAPTER INTRODUCTION .1 1.1 Background of the study 1.2 Research Objectives and Research Questions 1.1 1.1.1 Research Subjects and The Scope of Research Research Subjects .4 1.3 Research Methodology 1.4 The practical significance of the thesis 1.5 Thesis structure CHAPTER LITERATURE REVIEW 2.1 Previous Empirical Studies 2.2 Theoretical Background and Hypothesis Development .14 CHAPTER METHODOLOGY 30 3.1 Research Process 30 3.2 Survey Design 32 3.3 Data Analysis Methods 35 CHAPTER RESEARCH RESULTS AND DISCUSSION 39 CHAPTER CONCLUSION 46 5.1 Conclusion 46 5.2 Implication 47 5.3 RESEARCH LIMITATIONS 48 5.4 FURTHER RESEARCH DIRECTIONS 48 REFERENCES 50 ... Minh City" with the aim of: (1) Determining the factors affecting the intention to buy paid music streaming services by customers in Ho Chi Minh City; (2) Measuring the influence of factors affecting. .. influence and promote customers'' intention to buy services The author conducts the topic " Factors Affecting The Customer‘s Purchase Intention In The Paid Music Streaming Services In Ho Chi Minh. .. HQ6-GE08 FACTORS AFFECTING THE CUSTOMER’S PURCHASE INTENTION IN THE PAID MUSIC STREAMING SERVICES IN HO CHI MINH CITY GRADUATION THESIS MAJOR: BUSINESS ADMINISTRATION CODE: 34 01 01 Instructor: