THÔNG TIN TÀI LIỆU
UNIVERSITY OF ECONOMICS HO CHI MINH CITY t to ng International School of Business hi ep w n lo ad ju y th Tran Thi Quynh Trang yi pl ua al n ANTECEDENTS OF CONTINUANCE INTENTIONS TOWARDS ONLINE SHOPPING: AN EMPIRICAL STUDY IN VIETNAM n va ll fu oi m at nh z z k jm ht vb om l.c gm MASTER OF BUSINESS (Honours) n a Lu n va y te re th Ho Chi Minh City – Year 2015 UNIVERSITY OF ECONOMICS HO CHI MINH CITY t to ng International School of Business hi ep w n lo ad ju y th Tran Thi Quynh Trang yi pl ANTECEDENTS OF CONTINUANCE INTENTIONS TOWARDS ONLINE SHOPPING: AN EMPIRICAL STUDY IN VIETNAM n ua al n va ll fu oi m at nh z z k jm ht vb ID: 22130084 gm MASTER OF BUSINESS (Honours) om l.c SUPERVISOR: DR NGUYEN THI NGUYET QUE n a Lu n va y te re Ho Chi Minh City – 2015 th t to ng Acknowledge hi ep This thesis could not be finish without the help and support of many people who are w n gratefully acknowledged here lo ad At the very first, I would like to express my deepest gratitude to my supervisor, Dr ju y th Nguyen Thi Nguyet Que With her guidance, I could have worked out this thesis She had offered me valuable suggestions and criticisms with her profound knowledge in rich research yi pl experience al ua I am grateful to express my sincere to Prof Nguyen Dinh Tho and Dr Nguyen Thi Mai n Trang I have learned from them a lot not only about research design, but also data analysis va n technique I am also extremely to give thankful to UEH – International School of business ll fu (ISB) supported me in all process m oi I would like to extent my sincere thanks to all my classmate and friends Their kindness nh and supports have contributed very much in my working process Most important, I would like at z to express my most sincere thanks to my father, my mother and my brother for their continuous z k jm ht vb encouragement and support om l.c gm n a Lu n va y te re th t to ng Abstract hi ep Online shopping has emerged as a new e-commerce model and received attention in both academics and practice This research extends Mehrabian and Russell’s Stimulus-Organism- w n Response model to investigate website stimuli that affect emotional reaction and perceived risk, lo ad in turn consumers’ response systems The purpose of this paper is to test a more comprehensive ju y th model consisting of website quality (stimulus), cognition and emotion (organism) and continuance intention (response).To examine research model, information and data is accessed yi pl by using questionnaire for respondents purchasing on online shopping websites This research al ua employed convenience sampling The questionnaire was distributed in Ho Chi Minh City In n total, 227 usable questionnaires were obtained in Ho Chi Minh City through online survey va n Confirmatory factor analysis (CFA) is used to test measurement scale and the structural fu ll equation modeling (SEM) is used as the main method for analyzing research model and m oi hypotheses Results in this study show that all four website quality dimensions had significant nh negative effects on perceived risk and positive effects on emotional reaction, except for at z customer service Perceived risk had a slightly negative effect on consumers’ emotional z ht vb reaction Meanwhile, perceived risk had a significant influence on continuance intention In jm addition, emotional reaction also had a positive impact on continuance intention in the context k of online shopping The results may be generalized to a limited extent With these results, gm research framework can be seen fitted with data market Study results also suggest that in order om l.c to increase customer retention should not only consider about their strategies of eliciting positive emotions and reducing perceived risk, they should a also take consideration of n a Lu increasing website quality n va y te re th t to ng TABLE OF CONTENTS hi ep ABSTRACT CHAPTER 1: INTRODUCTION w n 1.1 Research background lo ad 1.2 Problems statement ju y th 1.3 Research objectives and questions 1.4 Methodology and scope of research yi pl 1.5 Research significance al ua 1.6 Thesis structure n CHAPTER 2: LITERATURE REVIEW va n 2.1 Introduction fu ll 2.2 Theoretical background m oi 2.2.1 S – O –R paradigm nh 2.2.2 Website quality at z 2.2.3 Emotional reaction and perceived risk 10 z ht vb 2.2.4 Continuance intention 11 jm 2.3 Hypotheses and proposed model 12 k 2.3.1 Stimuli and organism 12 gm 2.3.2 Organism and responses 15 om l.c 2.4 Summary 17 CHAPTER 3: METHODOLOGY 19 a Lu 3.1 Introduction 19 n va 3.2 Research design 19 n 3.3 Development of questionnaire 21 th 3.3.1.2 Emotional reaction scale 22 y 3.3.1.1 Perceived risk scale 21 te re 3.3.1 Measurement scale 21 t to ng 3.3.1.3 Continuance intention scale 23 hi ep 3.3.1.4 Website quality scale 23 3.3.2 Draft questionnaire 25 w n 3.4 Data collection method 26 lo ad 3.4.1 Pilot study 26 ju y th 3.4.2 Sampling method and sample size 27 3.5 Data analysis techniques 28 yi pl 3.5.1 Cronbach’s alpha 28 al ua 3.5.2 Exploratory factor analysis (EFA) 29 n 3.5.3 Confirmatory factor analysis (CFA) 29 va n 3.5.4 Structural equation model (SEM) 30 fu ll 3.6 Summary 30 m oi CHAPTER 4: ANALYSIS AND RESULTS 31 nh 4.1 Introduction 31 at z 4.2 Demographic statistic 31 z ht vb 4.3 Scale validation 33 jm 4.3.1 Preliminary results 33 k 4.3.2 Confirmatory factor analysis (CFA) 35 gm 4.4 Structural equation model 42 om l.c 4.5 Discussion 43 4.6 Summary 45 a Lu CHAPTER 5: CONCLUSIONS AND LIMITATIONS 46 n va 5.1 Conclusion 46 n 5.2 Managerial implications 48 th APPENDICES 59 y REFERENCES 51 te re 5.3 Limitations and future research 49 t to ng LIST OF FIGURE hi ep Figure 2.1 Conceptual model 17 w n Figure 3.1 Research process 20 lo ad Figure 4.1 CFA for the full model 36 ju y th Figure 4.2 Structural equation model 42 yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th t to ng LIST OF TABLE hi ep Table 3.1 Perceived risk scale 21 w n Table 3.2 Emotional reaction scale 23 lo ad Table 3.3 Continuance intention scale 23 ju y th Table 3.4 Website quality scale 24 Table 3.5 Cronbach’s Alpha Reliability Coefficient 28 yi pl Table 4.1 Demographic statistic 32 al ua Table 4.2 Cronbach’s Alpha results 33 n Table 4.3 Construct reliability, Factor loading and AVE in CFA 38 va n Table 4.4 Convergent validity result 39 fu ll Table 4.5 The relationship between constructs in research model 41 m oi Table 4.6 Result of hypotheses testing 43 at nh z z k jm ht vb om l.c gm n a Lu n va y te re th t to ng LIST OF ABBREVIATION hi ep AVE Average Variance Extracted w n CFA Confirmatory Factor Analysis lo ad CR Construct Reliability ju y th EFA Exploratory Factor Analysis E-commerce Electronic commerce yi pl ML Maximum Likelihood al ua SEM Structural Equation Model n S-O-R Stimuli – Organism - Response n va SPSS Statistical software package ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th t to ng CHAPTER 1: INTRODUCTION hi ep 1.1 Research background w n The rapid growth of the Internet technology has resulted in the creation of a further form lo ad of retail transaction – electronic commerce or online shopping Electronic commerce, ju y th commonly known as e-commerce, includes the purchase and selling of products or services over electronic systems such as the Internet A form of e-commerce is online shopping which is yi pl the process whereby consumers directly buy goods or services from a seller in real time, al ua without an intermediary service, over the Internet In recent years, the internet power, scope n and interactivity provide businesses with the potential to enhance their customers shopping va n experience and in so doing increase their competitive positions (Doherty & Ellis-Chadwick, fu ll 2010) Retailers have more opportunities to reach their customers globally and directly via e- m oi commerce and online shopping More specifically, it is easier for e-retailers to expand target nh markets, extend product lines, improve cost efficiency and enhance the customer relationships at z By and large, consumers have responded enthusiastically to these innovations (Doherty & z jm that traditional store cannot achieve ht vb Ellis-Chadwick, 2010) Thereby, the Internet opens up new avenues for e-retailers in a manner k As a result, there were variety of predictions, many of them highly optimistic, about the gm scale, scope and impact of e-retailers According to VECITA (2013), a company of market om l.c research in US - eMarketer announced that online retail sales totaled $262.3 million, raised 16.3% from $222.5 million in 2012 Consequently, US continued to lead the world in e- a Lu commerce retail market with $156.1 million online shoppers and average online purchase per n va shopper was $2.466 in 2013 (VECITA, 2013) n Similarly, consumers across Southeast Asia are going online in droves, particularly with th connected device ownership across Southeast Asia is laying the foundation for a booming y to research and purchase the products and services they need and want The growth of te re the rapid up-take of connected devices, and they are increasingly searching out online channels 59 t to ng Yoo, C., Park, J., & MacInnis, D J (1998) Effects of store characteristics and in-store hi ep emotional experiences on store attitude Journal of Business Research, 42(3), 253-263 w Yu, Y T., & Dean, A (2001) The contribution of emotional satisfaction to consumer loyalty n lo ad International Journal of Service Industry Management, 12 (3), 234-250 y th Zeithaml, V A., Berry, L.L., & Parasuraman, A (1996) The behavioral consequences of ju yi pl service quality Journal of Marketing Management, 60, 31-46 n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th 60 t to ng Appendix A: Questionnaire hi ep Dear Mr/Mrs, I am a student of International School of Business of University of Economics Ho Chi Minh w n City I am making a research about online shopping continuance intention – in Vietnam market lo ad Hopefully you can spend your precious time to answer the questionnaire below The survey ju y th will take about minutes The responses from this survey will be used in a research in online shopping model All collected material will be used confidentially so that individual yi pl respondents will not be tracked al ua Thank you for taking the time to complete the survey n Part 1: Information about the respondents’ experience va n Have you ever used online shopping website? fu ll Never (Thank you and you can stop here) oi m Yes, 1- times at z Yes, more than times nh Yes, – times z ht vb List some online shopping websites which you usually purchase (maximum websites) jm ……………………………………………………………………………………… k Among websites you listed in question 2, which online group-buying website you use gm most regularly (website X)? Part 2: om l.c ……………………………………………………………………………………… a Lu Based on your purchasing experience of website you answered in question 3(website X), please n n va comment your level of agreement on the following statement: 2- Disagree th 1- Strongly disagree y 5- strongly agree) with the corresponding number: te re Your level of agreement is measured by a seven-point Likert scale (from 1- strongly disagree to 61 t to ng 3- Neutral hi ep 4- Agree 5- Strongly agree w n Strongly disagree Strongly agree lo ad Website quality ju y th Website design yi The web site is well designed in order not to 5 5 5 pl waste my time al n ua The web site provides in-depth information n this web site va It is quick and easy to complete a transaction on ll fu The website has good selection oi m at nh Privacy/ Security I feel safe in my transactions with this web site This website has adequate security features 2 l.c a Lu 5 z I feel my privacy is protected on this web site z k jm ht vb gm Fulfillment/ reliability accurately by the web site What I received after purchase was what I om The product delivered was represented n y th 11 When you have a problem, this website shows te re by the company n 10 The product is delivered on time as promised va expected 62 t to ng a sincere interest in solving it hi ep Customer service 5 5 5 n nh w 12 The company is willing and ready to respond lo ad to customers’ needs y th 13 Inquiries are answered promptly ju yi 14 The level of personalization at this site is pl about right, not too much or too little n ua al va Perceived risk n 15 I believe that online purchases from website fu ll are risky because the products/ services delivered oi m may fail to meet my expectations at 16 I believe that online purchases from website z are risky because the products/ services delivered z 2 3 k are risky because they may lead to financial loss jm l.c ht 17 I believe that online purchases from website vb may be inferior gm for me 18 I believe that online purchases from website om are risky because they may cause others to think a Lu less highly of me n y th self-concept te re may fail to fit well with my personal image or n are risky because the products/services delivered va 19 I believe that online purchases from website 63 t to 5 5 5 26 Distress (disappointed, upset) 27 Disgust (displeased, bad) 28 Fear (scared, unsafe) jm 29 Shame k 4 5 hi nh ng 20 I believe that online purchases from website ep are risky because they may lead to a time loss for me w n lo ad Emotional reaction y th When shopping online, I feel: ju yi Positive emotion pl 21 Joy n 24 Refreshment va 23 Peacefulness n ua al 22 Excitement ll fu at 25 Anger oi m Negative emotion z z vb ht n n y th online as much as possible te re shopping than using shopping at store 32 If I could, I would like to continue shopping va 31 My intention is to continue using online a Lu than discontinue it om l.c 30 I intend to continue shopping online rather gm Continuance intention 64 t to ng hi ep Part 3: Individual Information What is your gender? w Female n Male lo ad What is your age? y th 18 – 22 years ju over 40 years yi 31-40 years 23- 30 years pl What is your annual income? – under 10 million n ua Over 20 million n va 10- 20 million al Under million fu What is your education background? oi Master’s level at nh PhD level m College student Bachelor’s level ll High school z z THANK YOU! k jm ht vb om l.c gm n a Lu n va y te re th 65 t to ng BẢNG CÂU HỎI hi ep Xin chào bạn! Mình sinh viên trường Đại học Kinh tế TP HCM – Học viện đào tạo quốc tế ISB Hiện w n làm khảo sát ý định tiếp tục mua sắm online thị trường Việt Nam lo ad Rất mong bạn bỏ chút thời gian quý báu để giúp thực khảo sát Khảo sát ju y th khoảng phút để hồn thành thơng tin người tham gia giữ bí mật Thơng tin thu thập dùng để nghiên cứu mơ hình mua sắm mạng yi pl Cám ơn bạn tham gia al ua Phần 1: Thông tin kinh nghiệm mua sắm n Bạn sử dụng dịch vụ mua bán mạng? va n Chưa (Cám ơn, bạn dừng lại đây) ll oi m Có, - lần fu Có, - lần at nh Có, nhiều lần z Vui lòng liệt kê websites mà bạn hay sử dụng để mua sắm hàng hóa (tối đa z ht vb websites) jm ……………………………………………………………………………………… k Trong websites kể trên, websites bạn sử dụng thường xuyên (website X)? gm ……………………………………………………………………………………… ý theo nhận xét sau đây: om l.c Phần 2: Dựa vào kinh nghiệm mua sắm website X kể trên, bạn lựa chọn mức độ đồng a Lu Mức độ đồng tình bạn xếp theo thang điểm Likert (với phản đối hoàn toàn y th 4- Đồng ý te re 3- Trung lập n 2- Khơng đồng ý va 1- Hồn tồn khơng đồng ý n đến đồng ý hồn tồn) với mức độ sau: 66 t to ng 5- Hồn tồn đồng ý hi ep Hồn tồn khơng đồng ý w đồng ý Chất lượng website n I Hoàn toàn lo ad Thiết kế website 5 Website có lựa chọn hấp dẫn 5 5 5 5 yi gian định hướng ju ua y th Website thiết kế khoa học không làm thời pl Website cung cấp thông tin chi tiết al Thực giao dịch website đơn giản n n va ll fu Độ an toàn oi m Thông tin cá nhân bảo vệ z Websites sử dụng tính bảo mật uy tín at nh Giao dịch tơi bảo vệ z 10 Sản phẩn giao hạn 11 Cơng ty nhiệt tình giải vấn đề gặp om 12 Webites làm tốt khâu phản hồi khách hàng 13 Thắc mắc trả lời nhanh chóng phải n a Lu Tôi nhận với tơi mong muốn l.c k Sản phẩm trùng sát với mô tả website gm jm ht vb Sự tin cậy n va y te re Dịch vụ khách hàng th 67 t to ng 14 Sự cá nhân hóa (thơng tin cá nhân khách hàng) 15 Hàng hóa giao không giống mong đợi 16 Hàng hóa giao chất lượng 5 5 5 5 hi ep website mức vừa đủ, không nhiều mà khơng q w n lo Nhận thức rủi ro ad II ju y th Tôi cảm thấy mua sắm mạng gặp nhiều rủi ro vì: yi pl al n ua 17 Nó dẫn đến mát tài n với người mua va 18 Cơng ty có khả khơng thể tơn trọng fu ll 19 Hàng hóa giao khơng phù hợp với hình ảnh oi at nh 20 Nó làm thời gian m nhận thức thân z z Cảm nhận khách hàng ht vb III jm Khi mua sắm mạng, tơi cảm thấy: k Tích cực 21 Vui mừng gm 22 Phấn khích 23 n bình (thoải mái, thư giãn) om 24 Sảng khoái a Lu 25 Tức giận 26 Thất vọng 27 Thù ghét (khơng hài lịng, tệ hại) l.c n n va Tiêu cực y te re th 68 t to ng 28 Sợ hãi (khơng an tồn) 5 30 Tôi tiếp tục mua hàng mạng 31 Tơi tiếp tục mua hàng mạng thay mua 5 hi ep 29 Ngượng ngùng w Ý định tiếp tục mua hàng online n IV lo ad ju y th yi cửa hàng pl 32 Nếu tơi muốn mua sắm mạng bất n ua al lúc oi m Nữ at nh Tuổi bạn? ll Nam fu Giới tính bạn? n va Phần 3: Thơng tin cá nhân 23 - 30 tuổi 31 - 40 tuổi Over 40 tuổi z 18 - 22 tuổi z ht vb jm Thu nhập hàng tháng bạn? – 10 triệu 10 – 20 triệu Trên 20 triệu k Dưới triệu Đại học Thạc sĩ n Cử nhân a Lu Trung học om l.c gm Học vấn bạn? va n Tiến sĩ y te re CÁM ƠN! th 69 t to ng Appendix B: KMO and Bartlett's Test of Independent Variables hi ep KMO and Bartlett's Test 892 w Kaiser-Meyer-Olkin Measure of Sampling Adequacy n lo Bartlett's Test of Sphericity ad ju y th Approx Chi-Square 4603.471 Df 406 Sig .000 yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th 70 t to ng Table 4.3: Total variance explained hi ep Total Variance Explained Extraction Sums of Squared Loadings Initial Eigenvalues Cumulative Total % of Variance % Cumulative Total Variance % 37.210 10.791 37.210 37.210 4.397 15.162 15.162 47.290 2.923 10.080 47.290 3.008 10.373 25.534 53.977 1.939 6.687 53.977 2.997 10.334 35.868 59.705 1.661 5.728 59.705 2.979 10.271 46.139 4.937 64.642 1.432 4.937 64.642 2.547 8.784 54.923 1.292 4.454 69.096 1.292 4.454 69.096 2.464 8.496 63.419 1.277 4.403 73.499 1.277 4.403 73.499 2.216 7.642 71.061 1.124 3.875 77.373 3.875 77.373 1.830 6.312 77.373 736 2.539 79.912 10 571 1.968 81.880 11 492 1.698 83.577 12 442 1.526 85.103 13 430 1.484 86.587 14 415 1.431 88.019 15 388 1.338 89.356 16 325 1.122 90.478 17 319 1.100 91.579 18 311 1.072 92.651 19 288 994 93.645 20 257 885 94.530 21 251 867 95.397 22 216 746 96.143 23 211 729 96.872 24 185 637 97.509 25 167 577 98.086 26 159 549 98.636 27 141 487 99.123 n % of Cumulative % al w Compone Rotation Sums of Squared Loadings % of Variance 10.791 2.923 10.080 1.939 6.687 1.661 5.728 1.432 ad 37.210 ju y th yi pl n ua Total lo nt n va 1.124 ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th 71 t to ng Total Variance Explained hi ep Initial Eigenvalues Extraction Sums of Squared Loadings Total w nt Cumulative Compone n 29 122 % of Variance Cumulative % 456 99.579 ad 132 lo 28 Rotation Sums of Squared Loadings 421 Total % of Variance % Total % of Cumulative Variance % 100.000 y th Extraction Method: Principal Component Analysis ju yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th 72 t to ng Appendix D: EFA result hi ep Rotated Component Matrixa Component w n lo 735 PR3 733 NE2 796 FF3 698 k 731 jm FF4 ht 819 vb FF2 z 865 z FF1 at nh 826 oi NE3 m 842 ll NE1 fu 853 n NE4 va PR2 n 742 ua PR1 al 751 pl PR6 yi 781 ju PR5 y th 810 ad PR4 PE4 720 PE3 687 WD1 811 816 OCI2 806 th OCI3 y te re 834 n WD3 va 837 n WD2 a Lu 821 om PE1 l.c 822 gm PE2 73 t to ng Rotated Component Matrixa hi ep Component w y th 763 ju PV1 769 ad PV2 787 lo PV3 n OCI1 759 yi al 878 n ua CS1 897 pl CS2 Extraction Method: Principal Component Analysis va n Rotation Method: Varimax with Kaiser Normalization ll fu a Rotation converged in iterations oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th
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