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MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY Ta Huy Hoang Explore The Integrated Multi-Channel Shopping Experience Journeys: The Role of Integrated Multi-Channel Impacts on Customers' Integrated Multi-Channel Shopping Value MASTER OF BUSINESS Ho Chi Minh City – 2020 123doc MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY Ta Huy Hoang Explore The Integrated Multi-Channel Shopping Experience Journeys: The Role of Integrated Multi-Channel Impacts on Customers' Integrated Multi-Channel Shopping Value Major: Business Administration (Research) ID: 8340101 MASTER OF BUSINESS SUPERVISOR: Dr.Nguyen Viet Bang Ho Chi Minh City – 2020 123doc ACKNOWLEDGE First of all, I would like to express my gratitude to Dr Nguyen Viet Bang for his valuable support, introduction, suggestions and encouragement for the six months of my research His expertise and experience inspires me a lot and gives me the motivation to proceed and complete my studies In addition, I would like to express my sincere thanks to all my friends, colleagues who are working for organizations in Ho Chi Minh City for their active support when I collect data raw I am very grateful to all of you Last but not least, my warm thanks to my family who always stood by me, support for me to complete this study 123doc Table of Contents ACKNOWLEDGE TABLE OF CONTENTS LIST OF ABBREVIATIONS LIST OF TABLES LIST OF FIGURES ABSTRACT CHAPTER I: INTRODUCTION 1.1 Research background and research problem 1.1.1 Integrated Multi-channel: 1.1.2 Research background and research problem 1.2 Research objectives 1.3 Scope and subject of the study 1.4 Research methodology 1.5 Research significance 1.6 Thesis structure CHAPTER 2: LITERATURE REVIEW 2.1 Literature Review 2.1.1 Variety-seeking Behaviour Theory 2.1.2 Variety of Touch Points and Distribution Channel models 2.1.2.1 Offline Channel 10 2.1.2.2 Online Channel 10 2.1.2.3 Distribution Channel models .11 2.1.3 Shopping Value in Customer Shopping Journeys 13 2.2 Hypothesis development 16 2.2.1 Channels’ value dimensions 16 2.2.2 Integrated multi-channel Shopping Value 17 2.3 Research model 20 2.4 Chapter Summary 21 CHAPTER 3: RESEARCH METHODOLOGY 23 3.1 Research procedure 23 3.2 Research paradigm 24 3.3 Qualitative study .25 3.3.1 Research design 25 3.3.1.1 Sampling 25 3.3.1.2 Data collection .26 3.3.1.3 Data analysis technique .26 3.3.2 Qualitative findings 27 3.3.2.1 Research model 27 3.3.2.2 Modified scale items 28 3.3.2.3 Measurement scale 38 3.4 Main quantitative study 42 3.4.1 Sampling 43 3.4.2 Data analysis techniques 43 3.5 Chapter summary .44 CHAPTER 4: DATA ANALYSIS 46 123doc 4.1 Respondent demographics 46 4.2 Evaluate the measurement model 48 4.2.1 Cronbach’s Alpha test of scales 48 4.2.2 EFA discovery factor analysis 53 4.2.2.1 EFA analysis with components of 3-dimensional Offline Shopping Value scale 53 4.2.2.2 EFA analysis with components of 3-dimensional Online Shopping Value scale 55 4.2.2.3 EFA analysis with offline shopping value scale 56 4.2.2.4 EFA analysis with online shopping value scale 57 4.2.2.5 EFA analysis with components of 2-dimensional Integrated multi-channel shopping value 58 4.2.2.6 EFA analysis with integrated multi-channel shopping value scale .60 4.2.3 Test the research model by regression variable average value 61 4.2.3.1 Components of 3-dimensional Offline Shopping Value and Offline Shopping Value 61 4.2.3.2 Components of 3-dimensional Online Shopping Value and Online Shopping Value 68 4.2.3.3 Offline Shopping Value, Online Shopping Value and Integrated Multi-channel Shopping Value 75 4.4 Chapter summary 83 CHAPTER 5: CONCLUSIONS, IMPLICATIONS AND LIMITATIONS 85 5.1 Discussion 85 5.1.1 Implies measurement results 87 5.1.2 Implied results of the research model 88 5.2 Research contributions and implications 88 5.2.1 Theoretical implications 88 5.2.1.1 Integrated multi-channel Shopping Value 88 5.2.1.2 Dimensions of Shopping Value for offline touch points and online touch points 89 5.2.1.3 Dimensions of offline shopping value and online shopping value for Integrated multi-channel Shopping Value 90 5.3 Managerial contributions and Practical implications 90 5.4 Limitations and directions for further research 91 5.4.1 Limitations 91 5.4.2 Directions for future research 92 5.5 Conclusion 92 REFERENCES APPENDICES Appendix 3.1: English Qualitative Interview Questions Appendix 3.2: Vietnamese Qualitative Interview Questions Appendix 3.3: Data transcript of Staff (English version) Appendix 3.4: Data transcript of Staff (Vietnamese version) Appendix 3.5: The qualitative research finding Appendix 3.6: Questionnaire (English Version) Appendix 3.7: Questionnaire (Vietnamese Version) 123doc LIST OF ABBREVIATIONS SPSS Statistical Package for the Social Sciences EFA Exploratory Factor Analysis KOM Kaiser - Meyer - Olkin coefficient OFFUSV Offline - Utilitarian Shopping Value OFFHSV Offline - Hedonic Shopping Value OFFSSV Offline - Social Shopping Value ONUSV Online - Utilitarian Shopping Value ONHSV Online – Hedonic Shopping Value ONSSV Online - Social Shopping Value ONSV Online Shopping Value OFFSV Offline Shopping Value IMSV Integrated Multi-Channel Shopping Value 123doc LIST OF TABLES Table 2.1: Summary of proposed research hypotheses 21 Table 3.1 Participants’demographics 26 Table 3.2 Adjustment scale of utilitarian shopping value 29 Table 3.3 Adjustment scale of hedonic shopping value 32 Table 3.4 Adjustment scale of social shopping value 34 Table 3.5 Adjustment scale of offline shopping value 36 Table 3.6 Adjustment scale of online shopping value 37 Table 3.7 Adjustment scale of Integrated multi-channel Shopping Value 38 Table 3.8 Scale items of Utilitarian Shopping Value .39 Table 3.9 Scale items of Hedonic Shopping Value 40 Table 3.10 Scale items of Social Shopping Value 40 Table 3.11 Scale items of Integrated multi-channel Shopping Value 41 Table 3.12 Scale items of Offline Shopping Value 41 Table 3.13 Scale items of Online Shopping Value 42 Table 4.1 Demographic profile 48 Table 4.2 Cronbach’s Alpha coefficients for components of 3-dimensional Offline Shopping Value 50 Table 4.3 Cronbach’s Alpha coefficients for components of 3-dimensional Online Shopping Value 50 Table 4.4 Cronbach’s Alpha coefficients for components of Integrated Multi-Channel Shopping Value 52 Table 4.5 Cronbach’s Alpha coefficients for components of of Offline Shopping Value .52 Table 4.6 Cronbach’s Alpha coefficients for components of of Online Shopping Value 53 Table 4.7 EFA results analysis with components of 3-dimensional Offline Shopping Value scale 55 Table 4.8 EFA results analysis with components of 3-dimensional Online Shopping Value scale 55 Table 4.9 EFA results analysis with offline shopping value scale 57 Table 4.10 EFA results analysis with online shopping value scale 58 Table 4.11 EFA results analysis with components of 2-dimensional Integrated multi-channel shopping value 59 123doc Table 4.12 EFA results analysis with integrated multi-channel shopping value scale 60 Table 4.13 Matrix correlation between variables 63 Table 4.14 Assessing the suitability of the model 63 Table 4.15 Results of test analysis F 64 Table 4.16 Regression analysis results model 65 Table 4.17 Matrix correlation between variables 69 Table 4.18 Assessing the suitability of the model 70 Table 4.19 Results of test analysis F 71 Table 4.20 Regression analysis results model 72 Table 4.21 Matrix correlation between variables 76 Table 4.22 Assessing the suitability of the model 77 Table 4.23 Results of test analysis F 77 Table 4.24 Regression analysis results model 79 123doc List of figures Figure 2.1 Research model 20 Figure 3.1 Research procedure .24 Figure 3.2 Research model Integrated Multi-channel Shopping Value 27 Figure 4.1 Scatterplot graph 66 Figure 4.2 Histogram 67 Figure 4.3 Scatterplot graph 73 Figure 4.4 Histogram 74 Figure 4.5 Scatterplot graph 80 Figure 4.6: Histogram 81 123doc ABSTRACT Due to constant change is one of the defining characteristics of contemporary societies, and obviously the retail industry This claim is confirmed by theoretical and empirical research that seeks to solve the ongoing digitalization and retail innovation It includes fluctuations in business models, increasing the diversity of channel and store formats, from changing retail technology to fundamentally new ideas and concepts These challenges require retailers to devise new strategies to capture and meet the escalation of customer expectations Recognizing the change of the new business context, physical retailers today have made the switch from communication model to applying multi-channel business model combining e-commerce and establishing door fixed row To support this, the author studies how retailers have integrated shopping channels and interacted with customers Thereby solving the problem of product satisfaction and creating seamless customer experience with special value, thereby leading consumers to expect consistent service and even lead to brand experience experience personalized In parallel, digitalization gives consumers access on the internet to increase their expectations in terms of shopping Therefore, it has given them the ability to be consistent, replace and simultaneously use countless offline, online and contact channels throughout their shopping journey, which makes too many channels available shopping, there will be more journeys and a lot of potential customers' unexplored shopping motives to be the void of this topic After evaluating the results of the research with reality, the thesis described the relationship between the initial motivation of shopping for different shopping channels and the integration of shopping channels together The opposite effect on customer purchasing motivation And more specifically, the research results that answer the question of measuring the level of multi-channel experience high or low will depend on the exposure and navigation of retailer shopping channels for customer types That is, from shopping results show that the initial needs of customers will be enhanced more or less when starting at different channels and will eventually bring different shopping value to customers The results of this research have great implications for companies that care for customers, individuals working in marketing, advertising and psychologists in customers' shopping Beneficiaries are customers when they experience the perfect shopping journey and feel satisfied with the product or service Along with that are retailers when their products are preferred by customers and choose to buy Keywords: Integrated multi-channel Shopping Value, retail digitalization, touch point, Integrated multi-channel, utilitarian dimensions , hedonic dimensions, social dimensions 123doc Profession High school student Student Housewife Teacher Sales staff Office worker Doctor Other : ……………… How long does it take you from the time you intend to purchase the product? Under day From day to days From day to 10 days Over 10 days Where is your last shopping place? Go to the store to buy Book online via the Website (Website, E-commerce website) The value of goods that you buy Under VND 500,000 From VND 500,000 to VND million From million to million From million to 15 million Over 15 million B Questionnaire Please indicate the extent of your agreement or disagreement with each statement by circling a number from to The agreement level as follows: Totally disagree Disagree Neutral Agree 123doc Totally agree STT Nội dung phát biểu Mức độ đồng ý I accomplished just what I wanted to on this 5 5 5 5 shopping trip to the store While shopping in the store, I found just the item(s) I was looking for I was disappointed because I had to go to another store(s) to complete my shopping This shopping trip to the store was truly a joy This shopping trip to the store truly felt like an escape Compared to other things I could have done, the time spent shopping in the store was truly enjoyable I enjoyed this shopping trip to the store for its own sake, not just for the items I may have purchased During this trip to the store, I felt the excitement of the hunt 123doc While shopping in-store, I was able to forget 5 5 5 5 my problems While 10 shopping in-store, I felt a sense of adventure I feel that I belong 11 to the customer segment of this store I found products in 12 the store that are consistent with my style I felt like a smart 13 shopper, because I made successful purchases on the store I accomplished just 14 what I wanted to on this shopping trip to the website While going to the 15 website, I found just the item(s) I was looking for I was disappointed 16 because I had to go to another website(s) to complete my shopping This shopping trip 17 to the website truly felt like an escape 123doc Compared to other 18 things I could have done, the time spent shopping on the 5 5 5 5 website was truly enjoyable I 19 enjoyed being immersed in exciting new products on the website I had a good time 20 visiting the website, because I was able to act on the “spur-of-the-moment” During this trip to 21 the website, I felt the excitement of the hunt While shopping on 22 the website, I was able to forget my problems While shopping on 23 the website, I felt a sense of adventure I feel that I belong 24 to the customer segment of this website I found products on 26 the website that are consistent with my style I felt like a smart 26 shopper, because I made successful purchases on the 123doc website I feel comfortable 27 and excited when shopping 5 5 5 5 at the store When shopping at 28 the store, I often spend less time making shopping decisions My 29 shopping session is perfect because the quality of store services provided to me is consistent The 30 store staff helped me feel good during the shopping process I became aware of 31 what I was looking for on the web shopping I easily found out 32 information about the goods that I will buy on the web I feel confident and 33 secure when I buy goods after searching for product information on the website I 34 shopping feel is that my quick and effortless when using the site easily 123doc I can easily choose 35 many different products 5 5 when shopping via the web Globally, shopping 36 from this brand is worth the money and the time Globally, shopping 37 from this brand worth the sacrifices I have made Globally, shopping 38 from this brand worth the energy I waste Thanks for your sincere collaboration!! 123doc Appendix 3.7: Questionnaire (Vietnamese Version) Xin chào Quý Anh/ Chị Tôi tên Tạ Huy Hoàng, học viên cao học ngành Quản trị kinh doanh, trường Đại học kinh tế Hồ Chí Minh Hiện tơi thực nghiên cứu “ Khám phá hành trình trải nghiệm mua sắm đa kênh tích hợp : Vai trị đa kênh tích hợp tác động đến giá trị mua sắm đa kênh tích hợp khách hàng ” Việt Nam Tôi mong Anh/ Chị dành chút thời gian quý báu để trả lời phiếu khảo sát Xin Anh/Chị lưu ý ý kiến hay sai, tất ý kiến Anh/Chị có giá trị cho nghiên cứu bảo mật, mong nhận cộng tác giúp đỡ Anh/Chị Trong trình thực phiếu khảo sát này, Anh/Chị có thắc mắc nào, xin vui lịng liên hệ với qua email: tahuyhoang95@gmail.com Xin chân thành cảm ơn giúp đỡ Anh/Chị Trân trọng, Tạ Huy Hồng A Thơng tin cá nhân Anh/Chị vui lịng đánh dấu (x) vào thông tin sau: Giới tính: Nam Nữ Độ tuổi: Dưới 18 tuổi Từ 18 đến 25 tuổi Từ 25 đến 35 tuổi Trên 35 tuổi Trình độ học vấn: Trung học phổ thông Trung cấp Cao đẳng Đại học 123doc Sau đại học Nghề nghiệp Học sinh Sinh viên Nội trợ Giáo viên Nhân viên kinh doanh Nhân viên văn phòng Bác sĩ Khác: ……………… Thời gian để Anh/chị từ có ý định đến mua sản phẩm Dưới ngày Từ ngày đến ngày Từ ngày đến 10 ngày Trên 10 ngày Nơi mua sắm cuối Anh/chị từ đâu Ra cửa hàng mua Đặt online qua trang Wed (Wed site, Trang thương mại điện tử) Giá trị hàng hóa mà Anh/chị mua sắm Dưới 500 nghìn Từ 500 nghìn đến triệu Từ triệu đến triệu Từ triệu đến 15 triệu Trên 15 triệu B Bảng câu hỏi khảo sát Anh/ Chị vui lịng cho biết mức độ đồng ý theo phát biểu với mức độ cụ thể sau: = Rất không đồng ý = Không đồng ý = Không ý kiến 123doc = Đồng ý = Rất đồng ý Trong phát biểu, khoanh tròn lựa chọn phù hợp Các lựa chọn đánh số từ 1-5 STT Nội dung phát biểu Mức độ đồng ý Tôi hồn thành tơi muốn chuyến mua sắm cửa 5 5 5 hàng Trong mua sắm cửa hàng, tơi tìm thấy (các) mặt hàng mà tơi tìm kiếm Tơi thất vọng tơi phải đến cửa hàng khác để hồn thành việc mua sắm Chuyến mua sắm đến cửa hàng thực niềm vui Chuyến mua sắm đến cửa hàng thực cảm thấy thư giãn So với thứ khác tơi làm, việc giành thời gian mua sắm cửa hàng tận hưởng thật 123doc Tơi thích chuyến mua sắm đến cửa hàng mục đích riêng 5 5 5 5 mình, khơng mặt hàng cần mua Trong chuyến đến cửa hàng này, tơi cảm thấy phấn khích săn Trong mua sắm cửa hàng, tạm qn vấn đề Trong mua sắm 10 cửa hàng, cảm thấy cảm giác phiêu lưu Tôi cảm thấy 11 thuộc phân khúc khách hàng cửa hàng Tơi tìm thấy sản 12 phẩm cửa hàng phù hợp với phong cách Tôi cảm thấy 13 người mua sắm thông minh, tơi mua hàng thành cơng cửa hàng Tơi hồn thành 14 tơi muốn chuyến mua sắm đến trang web 123doc Trong truy cập 15 trang web, tìm thấy 5 5 5 5 (các) mục tơi tìm kiếm Tơi thất vọng 16 tơi phải vào trang web khác để hồn thành việc mua sắm Chuyến mua sắm 17 trang wed khiến thực cảm thấy thư giãn So với điều 18 khác tơi làm, thời gian mua sắm trang web tận hưởng thật Tơi thích đắm 19 chìm sản phẩm thú vị trang web Tôi có thời gian hợp lý để truy cập trang 20 Wed tơi hành động khơng theo ý định từ trước Trong suốt hàng 21 trình đến trang Wed này, tơi cảm thấy phấn khích săn Trong mua sắm 22 trang Wed, tơi tạm qn vấn đề 123doc Trong mua sắm 23 trang Wed, cảm thấy cảm giác 5 5 5 5 phiêu lưu Tôi cảm thấy 24 thuộc phân khúc khách hàng trang Wed Tôi tìm thấy sản 25 phẩm trang Wed phù hợp với phong cách Tôi cảm thấy 26 người mua sắm thơng minh, tơi mua hàng thành công trang Web Tôi cảm thấy thoải 27 mái hào hứng mua sắm cửa hàng Khi mua sắm cửa 28 hàng, tơi thường dành thời gian để đưa định mua sắm Phiên mua sắm 29 hồn hảo chất lượng dịch vụ cửa hàng cung cấp cho phù hợp Các nhân viên cửa 30 hàng giúp cảm thấy tốt q trình mua sắm 123doc Tơi nhận thức 31 tơi tìm kiếm 5 5 5 5 web mua sắm Tơi dễ dàng tìm thấy 32 thơng tin hàng hóa mà tơi mua web Tơi cảm thấy tự tin 33 an toàn mua hàng sau tìm kiếm thơng tin sản phẩm trang web Tơi cảm thấy việc mua sắm nhanh 34 chóng dễ dàng sử dụng trang web cách dễ dàng Tơi dễ dàng 35 chọn nhiều sản phẩm khác mua sắm qua web Nhìn chung, mua 36 sắm từ thương hiệu đáng đồng tiền thời gian Nhìn chung, mua 37 sắm từ thương hiệu xứng đáng với điều thiêng liêng tơi thực Nhìn chung, mua 38 sắm từ thương hiệu đáng với công sức mà bỏ 123doc Cảm ơn Anh, Chị tham gia khảo sát!!! 123doc OFF-USV OFF-HSV H1: 0.119 H2: 0.448 H3: 0.354 Offline Shopping Value H7: 0.463 OFF-SSV Integrated Multi-channel shopping value ON-USV H4: 0.312 H8: 0.390 ON-HSV ON-SSV H5: 0.265 H6: 0.316 Online Shopping Value 123doc ... in the Integrated Multi- channel experience journeys - Measuring the impact of Integrated Multi- channel on the Integrated Multi- channel Shopping value of customers through Integrated Multi- channel. .. Online channel shopping value + H5 On - Hedonic Shopping Value Online channel shopping value + H6 On - Social Shopping Value Online channel shopping value + H7 Offline channel shopping value Integrated. .. channel shopping + channel shopping + channel shopping + value H2 Offline - Hedonic Shopping Value Offline value H3 Offline - Social Shopping Value Offline value H4 On - Utilitarian Shopping Value Online
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