(Luận văn) explore the integrated multi channel shopping experience journeys the role of integrated multi channel impacts on customers integrated multi channel shopping value

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