(Luận văn) personal cultulral orientations on the intention of online purchase books empirical evidence from vietnam

1 t to ng UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business hi ep w n lo ad ju y th yi pl n ua al HUYNH NHAT TRUONG n va ll fu oi m PERSONAL CULTULRAL ORIENTATIONS ON THE INTENTION OF ONLINE PURCHASE BOOKS: EMPIRICAL EVIDENCE FROM VIETNAM at nh z z k jm ht vb om l.c gm MASTER OF BUSINESS ADMINISTRATION n a Lu n va y te re th Ho Chi Minh City – Year 2019 t to ng hi UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ep w n lo ad ju y th yi pl n ua al n va HUYNH NHAT TRUONG ll fu oi m nh at PERSONAL CULTULRAL ORIENTATIONS ON THE INTENTION OF ONLINE PURCHASE BOOKS: EMPIRICAL EVIDENCE FROM VIETNAM z z k jm ht vb om l.c gm n a Lu MASTER OF BUSINESS ADMINISTRATION n va y te re SUPERVISOR: Prof Pham Ngoc Thuy th Ho Chi Minh City – Year 2019 t to Introduction ng hi The e-commerce becomes one of the most popoular shoping method in the world ep in the recents year (Wu &Liu, 2011) It was showed in the the results of rate of e- w n lo commerce consumstion and the revenue from the online retailer is increasing (Ozen & ad Engizek, 2014) However, the rate of Vietnamese comsumers involves in the e-commerce y th ju is lower than some contries in the areas and in the world Vietnam had the rank 15 in yi pl comparison with 198 countries about the internet user in 2014 According to Do (2013) ua al n Vietnam had the most online user in SEA (Southeast Asia) From 2010, Vietnam is va n considered as the country with the emerging global economy with the potential doing the fu ll online business However, the factors that affect the online consumer behaviors are very oi m at nh different among countries The Vietnamese people value the local context and unique z characteristics of Vietnam culture, however the online shop retailers just copied all the z jm ht vb concept from the Western in the online business The potention of shopping online increasingly base on the increase in the use k gm internet nowadays The consumers using the online shopping base on the information l.c om search easily and for the entertainment The sensitivity of the consumer toward the n a Lu culture assists in personalization of content, which leads to the increase in loyalty of the y te re determine the antecedents of online shopping acceptance from consumers n competion in the online shopping, it is considered a key factor for online retailers to va customers and sales volume (Singh, 2006; Tixier, 2005) Because of the intensify of the th t to The previous researchs about online shopping determined the factors which affect ng hi the online shopping and the motivationm, value and prehistoric factors of the intention of ep online shopping behavior There has been some different affected factor for the purchase w n intention base on the Theory of Planned Behavior (TPB) Which is developed by Ajen lo ad (1991) base on the Theory of Reasoned Action-TRA (Fishbein & Ajen, 1975) The y th ju behavior awareness reflects the difficulty when making decision, it depends on the yi pl resources and chances to make the decision (Ajen, 1991) In the literature reviews, there ua al has been a lot research conducted about how the cultural orientation affect the online n va n shopping In the purpose of comprehending the values of cultural, many researchers used fu ll many kind of the cultural frameworks, namely Hofstede (1980), Hall (1977, 1984) or oi m Schwartz (1999) for the online shopping behavior Junyean, Doren & Surinder (2008) has nh at develop the frameworks for the further development in the model of Hofstede’s (1980), z z ht vb the frameworks of the affect of culture, type of product and price influces on the purchase k jm intenion of consumers to the buy personalised product online In the culture dimensions, gm the authurs define the dimensions of cultural as “individualism, uncertainty avoindance, om l.c power distance, and masculinity.” In 2010, Sharma developed the Hosfstede’s model the “ambiguity intolerance.” Sharma (2010) argues the many mixed findings of previous n a Lu uncertainty avoidance factor by two different separate dimension as “risk aversion” and y te re th (2010), fulfill the importants gap of in context of cross cultural context about Hofstede’s n “ambiguity” about a given context or product information The research of Sharma va studies about the different individually in the degree of the “perceived risk” and the t to by extending the multi-dimensional conceptualization of nation-level culture as the ng hi twelve “personal cultural orientations (PCO)” at individual level In the same research of ep Sharma (2010), the author also developed his scale model on the behavior intention as the w n given product of imported cars And athur also asked for more implications in different lo ad area base on his research This thesis is the empirical on another products such as book y th ju and in the market of Vietnam is a different market in comparison with the the sample of yi pl Chinese market in Sharma (2010) research The book is the lower value product with the ua al imported car and with different market that will have another results n va n Vietnam is considered as the very potential for the activities of e-commerce with fu ll the high population The aim of this study is finding how the PCO factors affects the oi m at nh intention of purchase books online in Vietnam With such that knowledge about essential z to customer relationship management, this will lead to an effective way for manager to z Literature review k jm ht vb use as business strategy to get more successfully achieve in the online book market l.c gm Culture and Intention to purchase om The online purchases behavour is a broad area for research, however, only a Lu fews research have been conducted about the cultural influences on the online purchases n th Online purchase intention is defined as the customers’s desire to reach the final purchase y particular purchasing through the internet (Salisbury, Pearson, Pearson and Miller, 2001) te re intention related to degree mesurement of the customer’s intente to make a behaviour of n va sphere (Moon, 2008; Park, 2003; Lopez, 2005; Chai, 2004) The online purchase t to on the online shop retailer (El-Ansary and Roushdy, 2013) The purpose of this study is ng hi to explore the personal cultural orientation on the online shopping in the context of ep Vietnamese market In this thesis, four items adopted form Zarrad and Debabi (2012) to w n measure online purchase intention Spears and Singh (2004) cited that purchase intentions lo ad are the effort to purchase the specific brand by the individual’s conscious plan Online y th ju shopping is something like a system that customers can view then make a purchase of the yi pl goods or services through over the Internet (Milong, 2010) Online shopping can produce ua al the convenience for customers to purchase good or services, save time and effort which n va n can meet the customers demand of comfortable in purchasing (Wenjie, 2010) fu ll According to Hofstede (1991), the culture is defined as “assemble mind oi m at nh programming which can determine the group members or category” The key culture z values are something that we studied from the childhood (Hofstede, 1980) and then z jm ht vb Ajiferuke and Boddewyn (1970) developed that from this generation to another generation Culture is the gathering of a purpose share of members from groups society, k gm the traditon, the customs, the norms Culture implies the knowledge share and implies the y te re conspicuously crucial concept to comprehend the behaviour of consumers toward a n roles, the behaviour, the values, the traditions, and the customs of people Culture is an va According to Allen (2002), culture is the beliefs complexity on societies, their n a Lu various spheres (Hong, 2000) om l.c assumption of the values, the beliefs and other needed construct to clarify and cruise th given products or services The knowledge of cultural constructs the basic for an social t to reality of the individual; and the introduction that describe this reality are passed on ng hi during their child memory and are built up by intercommunicate with the others (Lau, ep 2001) From the culture effect on intention of consumer has dramatically increased and w n broadened, the globalization of the market spurred and diversificated the of consumer lo ad segments (Douglas and Craig, 1997) The differences in consumer behaviours across the y th ju cultural orientation are quitely big (DeMooij, 2003) that will lead to needs of the yi pl empirical research of each country to understand the affect of cultural over the intention n ua al of consumer behaviors va n According to Levitt's (1983), globalization has created a increasingly more fu ll common in the market of the world, with a developing number of customers from broad oi m at nh geographic destination and backgrounds of cultural have the similar preferences z According to Zou and Cavusgil (1996), there are some point of view that people from z jm ht vb around the world who live in a more patten of uniform has expedited into the relatively emerged global brands with customised strategies of marketing across cultural barriers k gm However, many researchers declared some evidences of increased alteration, especially om l.c among developed countries (Usunier, 1997) Suh and Kwon (2002) informed that n consideration to buy imported products even after much acknowledgement to the a Lu customers come from the different cultures background have different approachs of y te re The four cultural dimensions are pointed out in Hofstede's (1980) seminal work as n va globalization th dimensions for the explantion of cross-cultural differences in consumer buying t to intentions Hofstede’s (1980, 1991) describes five dimension of the cultural, namely ng hi “uncertainty avoidance, masculinity, and long-term orientation individualism, power ep distance” (Bearden et al 2006a; Soares, 2007) Individualism implies a loosely stick w n framework of social in which imply the “I”, which will prefer the personal decision over lo ad the group decision In contrast, collectivism implies a constricted social framework that y th ju implies the “We ” which consider the group decisions seriously People from highly yi pl societies of the individualistic appraisal a personal life, personal decisions, autonomy, ua al and variety In the other hand, people in highly societies of collectivist emphasises the n va n decisions, order, and security of the group For instance, In society of Chinese people fu ll they have historically focused on the group harmony and conformity in predisposing all oi m inter-personal relations, in the meanwhile decreasing the goals of any personal at nh (Neelankavil, 2000) On the other hand, in the culture that show the strong individualistic z z ht vb such as North America and Europe, consumers are expected to emphasise their own k jm individuality decision or the thinking of people are more strongly than those in the gm collectivist societies om l.c Accordingly, we presume that consumers reaction differentially to personalized among the culture dimensions may affect consumer responses to personalized online n a Lu given products across cultures with differences(Hofstede, 1980), and the differences y te re Personal Cultural Orientations n va products between the two different countries th t to The differences of cultural around the world from almost research in behaviour of ng hi consumer engage the PCO for consumers’s individuals depended on the national scales of ep Hofstede’s (1980, 1991) Hofstede’s (2001) culture typology offers a approriate w n theoretical backgroup to explore differences of cultural around the world with the lo ad differences in behavior of consumers It includes four cultural orientations value, namely y th ju masculinity-femininity, and uncertainty avoidance individualism-collectivism, power yi pl distance According to Bond (1988), a fifth cultural value was added, the orientation is ua al devided into the long term bahaviour and short term behaviour Some studies have cited n va n that cultural values of the national scores relate to the level of individual degree and were fu ll used to explain the differences of the differences of cultural around the world with the oi m differences in behavior of consumers (Birgelen, 2002; Ladhari, 2011) at nh z Sharma (2010) re-conceptualized Hofstede’s five value of the orientations cultural z jm ht vb as ten scale of PCO which have the degree of individual and developed a multidimensional scale the personal cultural orientations measurement Base on Sharma k gm (2010), instead of viewing individualism-collectivism from Hofstede’s concept as two om l.c opposite single dimensionintroduced two separate dimensions for the PCO, namely Accordingly, the Hofsteded’s power distance dimension are implied by two different n a Lu “independence (IND) and interdependence (INT)” by Markus and Kitayama’s (1991) y te re broadener cultural differences range at the level of individual, however, and this thesis n va dimensions namely power (POW) and ocial inequality (IEQ) These PCO supplies a th 10 t to suggest that INT, IND, RIS and AMB, TRD, INN will be considered as the useful factor ng hi in explaining the differences in the purchase books online intetion ep Interdependence & Independence w n lo The literature about tradion of Vietnamese culture focus on the enduring ad influence of Confucian values and ideologies The Confucianism tend to make the y th person to adapt to the groups decision as collectivity, control their desires and emotions, ju yi govern self-interest for the benefit of the members group, avoid conflict and keep the pl harmony (Kirkbridge and Tang, 1992) The interest of the group, family, or the whole al n ua society must be higher than the interests of any individuals interest Hofstede’s (1980) n va cited that the people in the individualistic societies prefer to the private life, individual ll fu decision, meanwhile in the societies of collective prefer to the group or harmony oi m decisions The consumer in the individualistic culture intent to use the personalized products, on the other hand, the consumers from collective culture intend to use the nh at standards products In the high context or collectivistic cultures, context, wel-fare of the z group, and casual reasoning are more importatnt in decision making In other words, in z vb the collectivistic cultures will be affected by the group in the decision making, for ht l.c gm Therefore, we propose: k is the hightest importance in individual culture (Hall, 1976) jm example includes the decision for buying a give product In the contrast, personal success om H1 The interdependence is positively related to online purchase books intention n a Lu H2 The independence is positively related to online purchase books intention n va Risk Aversion y te re The perceived of transaction risk is considered as the risk aversion toward in online transactions Addion to this, Powell (2013) cited that the directly and indirectly th online retailer According Kim and Forsythe (2008) the damage anxiety is also prevalent 36 t to Appendix ng hi Appendix ep In-depth interviews: w n lo Background and experience: ad ju y th + Would you please tell us a little/introduce about yourself? yi + What is your background? pl al n ua + How long have you been for that work? n va + Do you have experience on working in E-commerce sphere? ll fu Information Target: m oi What you think about the cultural in Marketing/ Sales? at nh z z k jm ht vb What you think about the cultural role when entering a new market? gm • Give short examples about case study with entering new market with new cultural l.c om What you think about the different in the cultural of Vietnamese and other markets? n a Lu n va What is the main cultural factors that affect the Vietnam market? y te re th Do your hear about the definition of orientation cultural? 37 t to Definition: Personal Cultural Orientations is multi-dimensional conceptualization at the ng hi individual level of the Hofstede’s cultural framework about the cross-cultural research It ep was conducted by Sharma (2010) w n lo ad ju y th Base on the references list of cultural orientation cultural? Please give opinion about the suitable component for the E-commerce business yi pl ua al n List of reference “Personal Culture Orientations” (Scale Items) n va The well-being of my group members is important for me ll fu Interdependence m oi I feel good when I cooperate with my group members at nh It is my duty to take care of my family members, whatever z z ht vb it takes k jm I enjoy spending time with my group members om I would rather depend on myself than others l.c gm Independence a Lu My personal identity, independent of others, is important to n n va me y te re I rely on myself most of the time, rarely on others th It is important that I my job better than others 38 t to I enjoy being unique and different from others in many ng hi respects ep 10 I often “my on thing” w n 11 I easily conform to the wishes of someone in a higher lo Power ad ju y th position than mine yi 12 It is difficult for me to refuse a request if someone senior pl n ua al asks me n va 13 I tend to follow orders without asking any questions ll fu 14 I find it hard to disagree with authority figures m oi 15 People in higher positions have more power those in lower at nh positions z z 16 A person’s social status reflects in or her place in the k jm society ht vb Social Inequality om l.c in the society gm 17 It is important for me everyone to know their rightful place n status than mine a Lu 18 It is difficult to interact with people from different social y te re th of life for me n va 19 Unequal treatment for different people is an acceptable way 39 t to Risk Aversion 20 I avoid to talking to stranger ng hi ep 21 I would not describe myself as a risk-taker 22 I not like taking too many chances to avoid making a w n lo mistake ad ju y th 23 I am very cautious about how I spend my money yi 24 I am very cautious about how I spend my money pl 25 I find it difficult to function without clear directions and n ua instructions n va Intolerance al Ambiguity fu ll 26 I prefer specific instructions to extended guidelines m oi 27 I tend to get nervous easily when I don’t know an outcome at nh 28 I feel stressful when I cannot predict results z z jm ht vb 29 I feel safe when I am in my familiar surroundings 30 I get confused easily when dealing with complicated k om 31 Women are generally more caring than men l.c Masculinity gm problems n a Lu 32 Men are generally physically stronger than women n va 33 Men are generally ambitious than woman y te re 34 Women are generally more modest than men th 35 Men are generally more logical than women 40 t to 36 Men are generally more aggressive than women ng hi 37 It is ok for men to be emotional sometimes ep Gender Equality 38 Men not have to be the sole bread winner in a family w n lo 39 Men can be as caring as women ad y th 40 Women can be as ambitious as men ju yi 41 Men and women can be equally aggressive pl al n ua 42 There is nothing that men can but women can not va Tradition 43 I am proud of my culture n fu ll 44 Respect for tradition is important for me oi m at nh 45 I value a strong link to my past z 46 Traditional values are important for me z vb 48 I always protect my family heritage 49 I believe in planning for the long term 50 I work hard for success in the future om l.c gm Prudence k jm ht 47 I care a lot about my family history a Lu n 51 I am willing to give up today’s fun for success in the future n y te re attempt va 52 I not give up easily even if I not succeed on my first th 53 I plan everything carefully 41 t to 54 I consider many alternatives before making any decision ng hi 55 We should not buy foreign products, because it hurts our ep Consumer Ethnocentrism economy w n lo 56 Only products that are unavailable in our country should be ad ju y th imported yi 57 Purchasing foreign products allows other countries to get pl n ua al rich off of us n va 58 It may cost me in the long run but I support my own ll fu country m 59 I am more interested in buying new than known products Innovativeness 60 I like to buy new and different products oi Consumer at nh z z ht vb 61 I am usually among the first to try new products k jm 62 I know more than others about latest new products om l.c gm n a Lu n va y te re th 42 t to Appendix The code of the research measurement items ng hi ep “Personal Culture Orientations” (Scale Items) INT1 w Interdependence The well-being of my group n lo members is important for me ad y th I feel good when I cooperate with INT2 ju yi my group members pl al It is my duty to take care of my n ua INT3 n va family members, whatever it takes I enjoy spending time with my ll fu INT4 m oi group members at nh z I would rather depend on myself ht vb IND1 z Independence k jm than others gm IND2 My personal identity, l.c independent of others, is om n a Lu important to me n va IND3 th It is important that I my job y time, rarely on others IND4 te re I rely on myself most of the 43 t to better than others ng hi IND5 I enjoy being unique and ep different from others in many w n lo respects ad ju y th RIS1 I avoid to shopping on strange yi Risk Aversion pl I would not describe myself as a n va RIS2 n ua al website ll fu risk-taker oi m RIS3 I not like taking too many at nh chances to avoid making a mistake z I am very cautious about how I z ht vb RIS4 k jm spend my money I find it difficult to function without om l.c AMB1 gm Ambiguity clear directions and instructions I prefer specific instructions to don’t know an outcome th I tend to get nervous easily when I y AMB3 te re extended guidelines n va AMB2 n a Lu Intolerance 44 t to I feel stressful when I cannot ng predict results hi AMB4 ep I feel safe when I am in my familiar w n surroundings lo AMB5 ad y th Tradition TRA1 I am proud of my culture ju yi TRA2 Respect for tradition is important pl al n ua for me I value a strong link to my past n va TRA3 fu Traditional values are important for ll TRA4 m oi me at nh I care a lot about my family history INN1 I am more interested in buying new z TRA5 z jm ht vb Consumer than known products k Innovativeness gm INN2 I like to buy new and different om a Lu INN3 l.c products I am usually among the first to try n n va new products I know more than others about y te re INN4 th latest new products 45 t to ng hi Appendix Questionaire in English ep QUESTIONNAIRE w Dear Mr/Mrs/Miss n lo ad My name is Nhat Truong Huynh I am a student from The Internation School of Business (ISB) at the University of Economics, Hochiminh city Now, I am doing the research about the “Personal Cultural Orientations about the online purchase intention” for my gradual thesis This interview questions are for the purpose of the research for the graduation thesis only Your helpful answers will be a contribution to the accomplishment of the research results Please notice that there is no answer right or wrong If you have any concern about the content and meaning of the question, please contact me via email: truonghuynhuniversal@gmail.com Thank you! SECTION 1: GENERAL INFORMATION Do you have intention for buying books?  No  Yes If No, please stop the questionaire Thank you for your time If Yes, please continue next section You buy book for the purpose?  Reading  Give as a gift  Both How often you buy book(s)  Once or twice a year (rarely)  Once a month (sometimes)  Twice a month (usually)  Once a week (buy a lots) ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb SECTION 2: MAIN CONTENT Totally Totall  Disagre y → e Agree om l.c gm Please show your degree of agreement with these sentences by: The degree of agreement will increase by: No.1: Totally Disagree; No.2: Disagree; No.3: Neither agree nor disagree; No.4: Agree; to No.5: Totally Agree Interdependence (INT) The well-being of my group members is important for me I feel good when I cooperate with my group members It is my duty to have online purchase book intention for my family members, whatever it takes n I enjoy spending time with my group members I would rather depend on myself than others 5 va y te re th Independence (IND) n a Lu 46 t to ng hi My personal identity, independent of others, is important to me 10 I rely on myself most of the time, rarely on others 11 It is important that I my job better than others 5 ep 12 I enjoy being unique and different from others in many respects w n lo Risk Aversion (RIS) 14 I prefer a routine way of life to an unpredictable one full of change 15 I would not describe myself as a risk-taker 16 I not like taking too many chances to avoid making a mistake 17 I am cautious about how I spend my money 5 ju y th I tend to avoid to talk to strangers pl ad 13 yi n ua al Ambiguity Intolerance (AMB) 19 I prefer specific instructions to extended guidelines 20 I tend to get nervous easily when I don’t know an outcome 21 I feel stressful when I cannot predict consequences 22 I feel safe when I am in my familiar surroundings 5 5 5 n I find it difficult to function without clear directions and instructions gm va 18 ll fu oi m at nh 26 Traditional values are important for me 27 I care a lot about my family history om l.c I value a strong link to my past k 25 jm Respecting for tradition is important for me ht 24 vb I am proud of my culture z 23 z Tradition (TRA) Consumer Innovativeness (INN) I am more interested in buying new than known products 29 I like to buy new and different products 30 I am usually among the first to try new products 31 I know more than others about latest new products n a Lu 28 va n 5 y te re I intend to buy books through internet in the future th Questions about the online purchase books intention Online Purchase Intention 47 t to ng hi I intend to buy books through internet It is probable that I would buy books through internet in the future ep I would buy books through internet in the future w SECTION 3: PERSONAL INFORMATION Please give your personal information for the purpose of synthetising the data n lo ad ju y th 32 Gender:  Male  Female 33 Group of age:  18-22  23-34  35-60  Above 60 34 Where you from:  Vietnam  Other (specific: ………………………….) 35 Monthly average income:  150-250 (USD)  250-750 (USD)  750-2000 (USD)  Above 2000 (USD) 36 Education:  High School  Colleges-Univercities  Post-Graduate 37 Marriage Status:  Single  Single Mom/Dad  Married, no child  Married, has(have) child/ children 38 How many people in your family 1  2-4  5-6 Over yi pl n ua al n va ll fu oi m nh at  z z k PHIẾU KHẢO SÁT om l.c gm Appendix Questionnaire in Vietnamese jm ht vb End of questionnarie Thank you very much for your time! n a Lu Kính chào Anh/Chị! Tôi tên Huỳnh Nhật Trường, học viên Viện Đào Tạo Quốc Tế, thuộc trường Đại Học Kinh Tế, TP.HCM Hiện làm đề tài nghiên cứu “Định Hướng Văn Hóa Cá Nhân (Personal Cultural Orientations) ý định mua sách mạng.” Phiếu khảo sát dành cho mục đích nghiên cứu phục vụ cho luận tốt nghiệp Những câu trả lời hữu ích bạn đóng góp phần việc hoàn thành nghiên cứu Xin lưu ý khơng có câu trả lời sai Nếu có câu hỏi liên quan đến nội dung ngữ nghĩa phiếu khảo sát, xin vui lịng trao đổi với tơi thơng qua email: kidrock1209@yahoo.com Chân thành cảm ơn! PHẦN 1: THÔNG TIN CHUNG n va y te re th 48  Khơng  Có Nếu Không, xin dừng việc khảo sát Cảm ơn Anh/Chị tham gia Nếu Có, xin trả lời tiếp phần sau Anh/Chị mua sách dùng để?  Đọc  Cả hai Tần suất mua sách Anh/Chị  1-2 lần/ năm (ít mua)  lần / tháng (thỉnh thoảng)  lần/ tháng (thường xuyên)  lần/ tuần (mua nhiều) t to Anh/Chị có ý định mua sách khơng? ng hi ep  Tặng w n lo ad ju y th yi PHẦN 2: NỘI DUNG CHÍNH pl n ua al Xin Anh/Chị vui lòng cho biết mức độ tán thành với phát biểu sau cách đánh dấu (✓) vào ô tương ứng, với: mức độ tán thành câu hỏi tăng từ Số 1: Hồn tồn khơng đồng ý, Số 2: Khơng đồng ý, Số 3: Trung dung, Số 4: Đồng ý, Số 5: Hoàn toàn đồng ý  → Hoàn toàn đồng ý n va Sự Tương Thuộc Hoàn toàn không đồng ý 5 Tôi cảm thấy hài long/yên tâm hợp tác với nhóm (gia đình, đồng nghiệp, bạn bè, v.v) Đó nhiệm vụ/trách nhiệm tơi phải chăm sóc thành viên gia đình, Tơi thích dành thời gian với thành viên nhóm (gia đình, đồng nghiệp, bạn bè, v.v) 5 5 ll Sự hạnh phúc, khỏe mạnh nhóm (gia đình, đồng nghiệp, bạn bè, v.v) quan trọng gm fu oi m at nh z z k jm ht vb Sự Độc Lập Danh tính cá nhân/Bản ngã tơi, độc lập với người khác quan trọng với om 10 Tôi phụ thuộc vào thân hầu hết thời gian, phụ thuộc vào người khác 11 Điều quan trọng làm công việc tốt người khác 12 Tơi thích độc khác biệt so với người khác nhiều phương diện 13 Tơi có xu hướng tránh việc nói chuyện với người lạ 14 Tơi thích quen thuộc thay đổi n a Lu 5 5 te re n va th y Tôi tự thân có ý định mua sách mạng phụ thuộc vào người khác l.c 49 t to Ngại Rủi Ro ng hi Tôi nghĩ khơng phải người chấp nhận mạo hiểm 16 Tơi khơng thích chấp nhận nhiều rủi ro để tránh việc mắc sai lầm 17 Tôi cẩn trọng việc sử dụng tiền 5 ep 15 w Tơi cảm thấy khó khăn khơng có dẫn hướng dẫn rõ ràng n 18 lo Sự Khơng Rõ Ràng ad Tơi thích hướng dẫn cụ thể hướng dẫn mở rộng 20 Tôi dễ bị lo lắng kết cuối 21 Tơi cảm thấy căng thẳng thân khơng thể đốn kết k 22 Tơi cảm thấy an tồn gặp thứ quen thuộc ju y th 19 yi pl Tơi tự hào văn hóa 24 Việc tơn trọng văn hóa quan trọng với tơi 25 Tôi trân trọng gắn kết với khứ 26 Những giá trị truyền thống quan trọng với 27 Tôi quan tâm nhiều lịch sử gia đình 5 5 5 n va 23 gm n ua al Văn Hóa ll fu oi m at nh Sự Đổi Mới Của Người Tiêu Dùng z Tơi thích mua sản phẩm so với sản phẩm quen thuộc 29 Tơi thích mua sản phẩm khác 30 Tôi thường xuyên người thử sản phẩm 31 Tôi biết nhiều sản phẩm so với người khác z 28 k jm ht vb om l.c Câu hỏi ý định mua sách mạng 1 Tôi mua sách mạng tương lai va Tơi có ý định mua qua mạng Có khả tơi mua sách mạng tương lai n Tơi có ý định mua sách mạng tương lai a Lu Ý định mua sách mạng n y te re th PHẦN 3: THÔNG TIN CÁ NHÂN Xin Anh/Chị cho biết số thông tin cá nhân khác dùng để tổng hợp liệu nghiên cứu 50 t to ng hi 32 Giới tính:  Nam  Nữ 33 Nhóm tuổi:  18-22 tuổi  23-34 tuổi  35-60 tuổi Trên 60 tuổi 34 Bạn đến từ:  Việt Nam  Quốc gia khác (ghi rõ: ………………………….) 35 Thu nhập bình quân:  3-5 triệu  5-15 triệu  15-40 triệu Trên 40 triệu 36 Nhóm học vấn:  Cấp  Cao đẳng- Đại học  Sau đại học 37 Tình trạng nhân:  Độc thân  Cha/Mẹ đơn thân  Có gia đình, chưa  Có gia đình, có 38 Có người gia đình bạn 1  2-4  5-6 Trên ep  w n lo ad  ju y th yi pl ua al n  n va ll fu m oi Kết thúc phiếu khảo sát Xin chân thành cảm ơn hợp tác Anh/Chị! at nh z z k jm ht vb om l.c gm n a Lu n va y te re th