(Luận văn) the impact of social networking integration service of online retailer on consummers puchase intent, the case of hochiminh city, vietnam

UNIVERSITY OF ECONOMICS HO CHI MINH CITY t to ng International School of Business hi ep w n lo ad y th ju Lê Thoại Bảo Trân yi pl n ua al va n THE IMPACT OF SOCIAL NETWORKING INTEGRATION SERVICE OF ONLINE RETAILER ON CONSUMERS’ PURCHASE INTENT: THE FACEBOOK CASE OF HOCHIMINH CITY, VIETNAM ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re MASTER OF BUSINESS (Honours) th Ho Chi Minh City – Year 2014 UNIVERSITY OF ECONOMICS HO CHI MINH CITY t to ng International School of Business hi ep w n lo ad Lê Thoại Bảo Trân ju y th yi pl THE IMPACT OF SOCIAL NETWORKING INTEGRATION SERVICE OF ONLINE RETAILER ON CONSUMERS’ PURCHASE INTENT: THE CASE OF HOCHIMINH CITY, VIETNAM n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm ID: 29110021 n a Lu n y te re SUPERVISOR: DR PHẠM PHÚ QUỐC va MASTER OF BUSINESS (Honours) th Ho Chi Minh City – Year 2014 ACKNOWLEDGMENT t to To complete this Master of Business Administration associated between Western ng Sydney University and University of Economics Ho Chi Minh city with the thesis “The hi ep impact of social networking integration service of online retailer on consumers’ purchase w intent – the case of Hochiminh city, Viet Nam”, beside exerting myself during last time, n lo firstly, I want to thank deeply to my family that always encouraged me throughout studying ad ju y th process and finishing this thesis Secondly, I also want to give my gratefulness to Professors and lecturers from yi pl University of Economics Ho Chi Minh city They provided to us useful knowledge and also ua al highly valuable experiences within two years Especially, I really want to express heartfelt n va thanks to Dr Pham Phu Quoc guided me enthusiastically to accomplish the thesis n ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re ABSTRACT t to The growth of social networks integration service around the world has created a new ng hi place of interaction and communication among people Web-based social communities, ep weblogs, online social networks provide features, allow consumers to share their personal w n experiences, knowledge, opinion with one other by writing reviews, rating reviews, and lo ad chatting among trusting members y th ju This study empirically explores how the social networking integration service of yi pl online retailers (Facebook shops) impact on consumers’ purchase intent Formal quantitative al n ua research through survey questionnaire with a sample of 219 consumers who are living and n va working in Hochiminh city, the result reveal that Website social presence, trust and ll fu involvement have positive impact on consumers’ purchase intent Implications of these m oi finding for e-retailers and future research are outlined at nh Key words: Website social presence, trust, product attitude, involvement, purchase intent z z k jm ht vb om l.c gm an Lu n va ey t re TABLE OF CONTENTS ACKNOWLEDGEMENT t to ng ABSTRACT hi ep TABLE OF CONTENTS w n LIST OF FIGURES lo ad LIST OF TABLES ju y th CHAPTER 1: INTRODUCTION yi pl ua al 1.1 Research background .1 n 1.2 Research gap .2 va n 1.3 Research objectives fu ll 1.4 Research methodology and research scope oi m 1.5 Research contribution .4 nh at 1.6 Research structure z z jm ht vb CHAPTER 2: LITERATURE REVIEW .6 2.1 Online shopping and social networking services (Facebook case) k gm 2.2 Consumers’ purchase intent l.c om 2.2.1 Consumer behavior .9 an Lu 2.2.2 Step of a intention process 10 n va 2.2.3 The impact of online social networks on consumers’ purchase intent .11 2.5 Involvement 14 ey 2.4 Trust 13 t re 2.3 Website social presence 12 2.6 Product attitude 15 2.7 The conceptual model and hypotheses of the research 16 t to ng CHAPTER 3: RESEARCH METHODOLOGY 18 hi ep 3.1 Research process 18 w 3.2 Sample design 19 n lo ad 3.2.1 Population 20 y th ju 3.2.2 Sample size 20 yi pl 3.3 Data collection procedure .21 ua al 3.4 Measurement scale 22 n va n 3.5 Questionnaire design 24 ll fu oi m 3.6 Data analysis method 26 nh CHAPTER 4: DATA ANALYSIS AND RESULTS 27 at z z 4.1 Descriptive analysis – demographics and variables .27 ht vb k jm 4.2 Reliability Analysis 28 l.c gm 4.3 Exploratory Factor Analysis (EFA) 30 4.4 Regression Analysis .33 om an Lu 4.4.1 Testing assumption of multiple regressions .33 n va 4.4.2 Result of multiple regression analysis .35 5.1 Conclusion 42 ey CHAPTER 5: CONCLUSION, IMPLICATIONS AND LIMITATIONS 42 t re 4.5 Hypotheses testing result and discussion of the findings .37 5.2 Managerial Implications 43 5.3 Limitations and future research 45 t to ng REFERENCES 46 hi ep APPENDICES .52 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 FIGURES Figure 2.1: A theoretical model .17 t to ng Figure 3.1: Research Process 18 hi ep Figure E1: Histogram of Purchase intent .61 w n Figure E2: Normal Plot of Purchase intent 61 lo ad Figure E3: Scatter Plot of Purchase intent .62 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 TABLES Table 3.1 Source of data collection 21 t to ng Table 3.2 Source of measurement scale 22 hi ep Table 4.1 Respondents’ characteristics 28 w n Table 4.2 Reliability test result 29 lo ad Table 4.3 Rotated component matrix (time 1) .30 y th ju Table 4.4 KMO and Bartlett’s test result .31 yi pl Table 4.5 Rotated component matrix (time 2) .32 ua al n Table 4.6 Correlations matrix 35 va n Table 4.7 Model Summary of multiple regression analysis 36 ll fu oi m Table 4.8 ANOVA of multiple regression analysis 36 nh at Table 4.9 Coefficients of multiple regression analysis 37 z z Table 4.10 Summary of hypotheses testing results 40 ht vb k jm Table D1: Total Variance Explained of factor analysis 60 om l.c gm Table D2: Model Summary of multiple regression analysis 62 an Lu n va ey t re CHAPTER 1: INTRODUCTION t to 1.1 Research background ng hi ep Internet is a social place where created new forum for customers Virtual communities, blog, and online social networking sites provide a platform to influence consumers‟ purchase w n intents (OTX research, 2008) For more information, Hitwise (2011) indicates that the market lo ad share of different online social networking websites has been grown Online retailers have y th ju recently taken care about potential objective of understanding and leveraging social influence yi pl in customers‟ purchase intent to improve customer relationship management and increase al n ua sales Therefore, nowadays, we can find that lot of online retailers have begun to connect ll fu shops n va their websites with social networking sites, such as online shops in Facebook or Facebook oi m Facebook.com is one of the most popular social networking sites in the world and in nh at Vietnam also There are 19.6 million Facebook users in Vietnam by August 2013, accounting z z for 21.42 percent of the population and 71.4 percent of Internet users By July 2013, Vietnam ht vb jm is the country ranked 16th in the world for percentage growth of Facebookers These k impressive numbers in the results of the study Socialbakers & SocialTimes.Me (2013) is gm l.c announced at the 18th workshop Panorama ICT Vietnam - VIO place in Hochiminh city om Socialbakers study (2013) also points out the growing trend on Facebook in Vietnam Hence, an Lu Facebook is suitable place for retailers; they can open online shops to business efficiently ey service providers However, Facebook does not support creating a direct online shop, which t re worry about their shops will be destroyed when the user overload or fault of the network n online shop quickly When using the shops on Facebook, they absolutely not need to va There are many applications and in Vietnam website allows retailers to build an 48 Goldsmith, R.E (2006) Electronic world-of-mouth Encyclopedia of e-commerce, egovernment and mobile commerce, Idea Group Publishing Hershey, PA, 408-412 t to ng Greenwald, A., & Leavitt, C (1984) Audience involvement in advertising: Four levels hi ep Journal of Consumers Research, 11, 581-592 w n Haley, R I., & Case, P B (1979) Testing thirteen attitude scales for agreement and brand lo ad discrimination Journal of Marketing, 43(4), 20–32 y th ju Hair, J.F., Blach, W.C., Babin, B.J., & Anderson, R.E (2009) Multivariate data analysis yi pl (7th ed.) Prentice Hall ua al n Hassanein, K., & Head, M (2006) The impact of infusing social presence in the Web va n interface: An investigation across different product International Journal of ll fu oi m Electronic Commerce (IJEC), 10(2), Winter, 31-55 nh at Hawkins D.I., & Mothersbaugh D.L (2010) Consumer behavior: Building marketing z z strategy (11th ed.) NY: McGraw-Hill Irwin ht vb k jm Hennig-Thurau, T., Gwinner, K., Walsh, G., & Gremler, D (2004) Electronic world-of- l.c gm mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52 om http://www.hitwise.com/uk/press-centre/press-releases/google-increases-market- an Lu Hitwise (2011) Online social networking market share Retrieved from n va share-of-uk-searches intention to purchase travel products Tourism Management, 31 (4), 523-526 ey t re Huang, C.-Y., Chou, C.-J., & Lin, P.-C (2010) Involvement theory in constructing bloggers‟ 49 Huang, J.H., & Chen, Y.F (2006) Herding in online product choice Psychology and Marketing, 23(5), 413-428 t to ng Hsu, H.Y., & Tsou H.-T (2011) Understanding customer experiences in online blog hi ep environments International Journal of Information Management (31), 510-523 w n Karahanna, E., Straub, D.W (1999) The psychological origins of perceived usefulness and lo ad perceived ease of use Information & Management (35), 237-250 y th ju Kardes, F.R., Cronley, M.L., & Cline, T.W (2011) Consumer behavior South-Western yi pl ua al Kumar, N Benbasat, I., (2002) Para-social presence and communication capabilities of a n Website: a theoretical perspective E-Service Journal 1(3) n va ll fu Lantos, G.P (2011) Consumer Behaviors: In action real-life application for marketing oi m managers M.E.Sharp, Inc at nh Laurent, G., & Kapferer, J.N (1985) Measuring consumer involvement profiles Journal of z z jm ht vb Marketing Research, 23, 41-53 k Leech, L.N., Barrett, K.C., & Morgan, G.A (2005) Spss for intermediate statistics: Use and gm interpretation (2nd ed.) Mahwah, NJ: Lawrence Erlbaum Associates om l.c Li, C., Bernoff, J., Pflaum, C., & Glass, S (2007) How consumers use social networks an Lu Retrieved from http://www.eranium.at/blog/upload/consumers_socialmedia.pdf n ey t re trust The Academy of Management Review 20(3), 709-734 va Mayer, R.C., Davis, J.H & Schoorman, F.D (1995) An integrative model of organizational 50 MacKenzie, S B., Lutz, R J., & Belch, G E (1986) The role of attitude toward the ad as a mediator of advertising effectiveness: a test of competing explanations Journal of t to Marketing Research, 23(2), 130–143 ng hi ep MacKenzie, Scott, B., & Richard, J L (1989) An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context Journal of w n lo Marketing, 53 (April), 48-65 ad y th Miyake, N., & Norman, D.A., (1979) To ask a question one must know enough to know ju yi what is not known Journal of Verbal Learning and Verbal Behavior, 18, 357-364 pl al n ua Morrison, D.G (1979) Purchase intent and purchase behavior Journal of Marketing, 43(2), n va 65-74 fu ll Nguyễn Đình Thọ (2011) Phương pháp nghiên cứu khoa học kinh doanh Nhà Xuất oi m at nh Bản Lao Động Xã Hội Thành phố Hồ Chí Minh z z OTX research (2008) Impact of Social media on purchasing behavior Retrieved from vb k jm ht http://174.133.170.120/file/DEIStudyEngaging%20ConsumersOnline-Summary.pdf online Journal of Computer Mediated Communication, 10(1) om l.c gm Ridings, C.M., & Gefen, D (2004) Virtual community attraction: Why people hang out intents Journal of advertising research Vol 47(4), 436-447 an Lu Riegner C (2007) Word of mouth on the Web: The impact of Web 2.0 on consumer purchase n va ey Prentice Hall t re Schiffman L.G, Kamk L.L., & Hansen H., (2008) Consumer behavior: A European out-looks 51 Shneiderman, B (2000) Designing Trust into online experiences Communications of the ACM, 43(12), 57-79 t to Shimp, T A., Stuart, E W., & Engle, R W (1991) A program of classical conditioning ng hi experiments testing variations in the conditioned stimulus context Journal of ep Consumer Research, 18(1), 1–12 w n Shin, J., Park, M., & Ju, Y (2012).The effect of social networking integration service of lo ad online retailer on customer responses Korea: Pusan National University y th ju Silverman, G (2001) The secrets of word-of-mouth marketing: How to trigger Ex-potential yi pl sales through runaway word-of-mouth NY: American Marketing Association ua al n Solomon, M., Bamossy, G., Askegaard, S., & Hogg, M., (2010) Consumer behavior: Buying, va n An European perspective (4rd ed.) Financial Times Press ll fu oi m Van der Heijen, H., Verhagen, T., & Creemers, M (2001) Predicting online purchase at nh behavior: replications and tests of competing models (34th Hawaii International Conference on System Sciences) IEEE, Hawaii z z ht vb Van der Heijen, H (2003) Factor influencing the usage of websites: the case of a generic k jm portal in the Netherland Information & Management, 40(6), 542-549 l.c gm Yak-Hsing, W., Su-Yue, C., & Wen-Chang, F (2008) An empirical study of trust and TAM: An example of online shopping Journal of Information Management, 15(1), 123-152 om an Lu Zhang C.-H (1986) Modern psychology Taipei: Tung Hua n va Zaichkowsky, J.L (1985) Measuring the involvement construct Journal of Consumer ey Zaichkowsky, J.L (1986) Conceptualizing involvement Journal of Advertising, 15(2), 4-14 t re Research, 12(3), 314-352 52 APPENDICES Appendix A: Guidelines for in-depth interview Respondents’ comments t to Original measurement scales Final measurement scales ng hi Website social presence All respondents stated that they understood the scale contact in the website meaning However, they There is a sense of sociability suggested that the objective of these questions should in the website change Therefore, “the website “should change to There is a sense of human “Facebook shops” to make warmth in the website this scale clearer for this There is a sense of sensitivity study There is a sense of human contact in Facebook shops ep There is a sense of human w n There is a sense of sociability in the Facebook shops lo ad y th There is a sense of human ju warmth in Facebook shops yi There is a sense of sensitivity pl in the Facebook shops I feel that this online vendor oi cares about customers at nh vb om For the products show in the Facebook that I have ever browsed, I think the products are of value an Lu n va ever browsed, I think the l.c Facebook shops that I have gm For the products show in the For the products show in the Facebook shops that I have ever browsed, I like their products k brand Product attitude The interviewee suggested adding the word “products” to help the readers easily understand these sentences jm ever browsed, I like its service ht Facebook shops that I have would provide me with good z service For the products show in the I feel that this online vendor z would provide me with good m I feel that this online vendor I trust this website ll cares about customers fu I feel that this online vendor is honest n I trust this website I feel that this online vendor va is honest Trust All respondents stated that they understood the scale meaning and keep these original questions n I feel that this online vendor ua al in the website Facebook shops that I have ever browsed, I think the For the products show in the Facebook that I have ever browsed, I think the products are good quality ey For the products show in the t re brand is of value 53 brand is of good quality t to ng Involvement All respondents stated that they understood the scale meaning and keep these original questions hi I am interested in reading Facebook shops about information, diaries, photos and consumers reports When reading information in Facebook shops, I feel the information is appealing When reading information in Facebook shops, I feel the products are relevant to my life When reading information in Facebook shops, I feel the products mean a lot to me ep I am interested in reading Facebook shops about information, diaries, photos and consumers reports When reading information in Facebook shops, I feel the information is appealing When reading information in Facebook shops, I feel the products are relevant to my life When reading information in Facebook shops, I feel the products mean a lot to me w n lo ad ju y th yi pl I like spend time in browsing Facebook shops nh people for the credible at z products posted in Facebook z shops vb Next time to purchase similar jm ht Next time to purchase similar I‟d like to recommend other oi shops m products posted in Facebook posted in Facebook shops ll people for the credible and worthwhile products fu I‟d like to recommend other n posted in Facebook shops I‟d like to purchase credible va and worthwhile products Facebook shops n I‟d like to purchase credible ua al I like spend time in browsing Purchase intent All respondents stated that they understood the scale meaning and keep these original questions products, I‟d like to take the same credible Facebook store same credible Facebook store into account into account k products, I‟d like to take the om l.c gm an Lu n va ey t re 54 Appendis B: Questionnaire (English version) Dear Sirs/Madam, t to I am a graduate student of International School of Business (ISB) I am currently researching ng the thesis topic "The impact of social networking integration service of retail shops (shops in hi ep Facebook) on consumers‟ purchase intent, case of Ho Chi Minh City , Vietnam " Please spend some minutes to answer this questionnaire All comments of you will be valid w for this study I would commit all of your information will be kept confidential and only n lo serve for the purposes of this study ad In the course of doing survey if you have any questions, please contact this email: y th ju ltbtran05@yahoo.com yi Sincere thanks to the enthusiastic support of you pl * Required ua al n PART A: GENERAL INFORMATION va n May you know or shop any online retail store in Facebook ll fu oi m Note: enthusiastic support of you at nh - If your answer of question is "No", you can stop this survey now Sincere thanks to the z z vb - If your answer of question is "Yes," you kindly continue the survey by answering jm ht questions and below Part B, and C k How many times you visit online retail store in Facebook in a week on average? Difference an Lu PART B: MAIN CONTENT om More than times l.c to times gm to times Please indicate your degree of agreement with the following statements by marking (X) in the ey t re Number 2: Disagree n Number 1: strongly disagree va corresponding point scale: 55 Number 3: Neutral Number 4: agree Number 5: Strongly agree t to ng Your degree of agreement with the hi ep following statement There is a sense of human contact in w n Facebook shops lo ad There is a sense of sociability in the y th Facebook shops yi Facebook shops ju There is a sense of human warmth in pl Facebook shops n ua al There is a sense of sensitivity in the I trust the this website n va I feel that this online vendor is honest ll fu I feel that this online vendor cares about z k jm ht vb products z shops that I have ever browsed, I like its at For the products show in the Facebook nh provide me with good service oi I feel that this online vendor would m customers shops that I have ever browsed, I think the 13 When reading information in Facebook ey consumers reports t re shops about information, diaries, photos and n 12 I am interested in reading Facebook va products are good quality an Lu 11 For the products show in the Facebook om products are of value l.c shops that I have ever browsed, I think the gm 10 For the products show in the Facebook 56 shops, I feel the information is appealing 14 When reading information in Facebook shops, I feel the products are relevant to my t to life ng hi 15 When reading information in Facebook ep shops, I feel the products mean a lot to me 16 I like spend time in browsing Facebook w n shops lo ad 17 I‟d like to purchase credible and ju y th worthwhile products posted in Facebook shops yi pl 18 I‟d like to recommend other people for ua al the credible products posted in Facebook n shops va 19 Next time to purchase similar products, n ll fu I‟d like to take the same credible Facebook oi m store into account nh PHẦN C: PERSONAL INFORMATION at z Please give some yourself personal information z vb ht 1) Your age is between: * 26 – 35 36 – 45 Above 45 k om l.c gm 2) Your gender is * jm 18 - 25 3) Your education is * an Lu High School va n degree From 5.000.000 to 10.000.000 to 15.000.000 More than VND 15.000.000 Thank you for your co-operation in completing this questionnaire! ey t re 4) Your salary (VND) * 57 APPENDIX C: QUESTIONNAIRE (Vietnamese version) Kính chào anh/chị, Tơi tên Lê Thoại Bảo Trân Tôi học viên cao học Viện đào tạo quốc tế ISB- trường Đại t to học Kinh tế TP HCM Hiện nghiên cứu đề tài “Tác động việc tích hợp tính ng hi mạng xã hội (Facebook) cửa hàng bán lẻ trực tuyến lên định mua hàng ep người tiêu dùng, trường hợp khảo sát thành phố Hồ Chí Minh, Việt Nam ” Rất mong anh/chị dành chút thời gian trả lời Phiếu khảo sát Tất ý kiến anh/chị w n có giá trị nghiên cứu Tôi xin cam kết thông tin anh/chị lo ad bảo mật dùng với mục đích phục vụ nghiên cứu y th Trong trình thực khảo sát anh/chị có thắc mắc, vui lịng liên hệ địa email ju ltbtran05@yahoo.com yi n ua al *Bắt buộc pl Xin chân thành cám ơn hỗ trợ nhiết tình anh/chị n va PHẦN A: THƠNG TIN TỒNG QT ll m hội Facebook khơng? fu Anh/chị có biết mua hàng cửa hàng bán lẻ trực tuyến mạng xã oi Không at nh Chú ý:- Nếu câu trả lời Anh/Chị cho câu “Khơng ”, Anh/ Chị dừng việc trả z z lời phiếu khảo sát Chân thành cảm ơn hỗ trợ nhiệt tình Anh/ Chị ht vb k cách trả lời câu câu hỏi Phần B C bên jm - Nếu câu trả lời Anh/ Chị cho câu “ Có”, Anh/ Chị vui lòng tiếp tục khảo sát gm Trung bình tuần anh/chị ghé thăm cửa hàng bán lẻ trực tuyến lần? Nhiều lần Khác an Lu PHẦN B: NỘI DUNG CHÍNH om đến lần l.c đến lần ey t re Ơ số 1: Hồn tồn khơng đồng ý n vào ô tương ứng, với: va Xin cho biết mức độ đồng ý Anh/ Chị phát biểu sau cách đánh dấu ( X ) 58 Ơ số 2: Khơng đồng ý Ơ số 3: Khơng có ý kiến Ơ số 4: đồng ý t to Ơ số 5: Hồn tồn đồng ý ng hi Mức độ đồng ý với phát biểu sau ep 1.Anh/chị có cảm giác tiếp xúc hay liên lạc người trang bán w n hàng Facebook lo ad Anh/chị thấy có diện giao tiếp xã hội trang bán hàng Facebook 3.Anh/chị thấy có thể tình cảm người trang bán hàng Facebook Anh/chị có cảm giác nhạy cảm trang bán hàng Facebook 5.Tôi cảm thấy nhà cung cấp trực ju y th yi pl n ua al tuyến trung thực ey t re Facebook, cảm thấy thông tin hấp n 13 Khi đọc thông tin cửa hàng va báo cáo người tiêu dùng an Lu Facebook thông tin, nhật ký, hình ảnh om 12 Tơi quan tâm đến việc đọc cửa hàng l.c cho sản phẩm có chất lượng tốt gm cửa hàng Facebook mà duyệt, k 11 Đối với sản phẩm hiển thị jm cho sản phẩm có giá trị ht cửa hàng Facebook mà duyệt, vb 10 Đối với sản phẩm hiển thị z thích sản phẩm họ z cửa hàng Facebook mà duyệt, at Đối với sản phẩm hiển thị nh tuyến cung cấp cho dịch vụ tốt oi Tôi cảm thấy nhà cung cấp trực m tuyến quan tâm đến khách hàng ll fu Tôi cảm thấy nhà cung cấp trực n va Tôi tin website bán hàng trực tuyến 59 dẫn 14 Khi đọc thông tin cửa hàng Facebook, cảm thấy sản phẩm có t to liên quan đến sống ng hi 15 Khi đọc thông tin cửa hàng ep Facebook, cảm thấy cửa hảng Facebook có ý nghĩa với tơi w n 16 Tơi thích dành thời gian duyệt trang lo ad mua sắm trực tuyến Facebook y th 17 Tôi muốn mua sản phẩm đáng tin ju cậy có giá trị đăng trang yi pl bán hàng trực tuyến Facebook ua al 18 Tôi muốn giới thiệu người khác sản n phẩm đáng tin cậy đăng trang n va bán hàng Facebook ll fu 19.Lần sau mua sản phẩm tương tự, muốn có cửa hàng trực tuyến đáng tin cậy tương tự tài khoản oi m nh at PHẦN C : THÔNG TIN CÁ NHÂN z z ht vb Anh/chị vui lịng cho biết số thơng tin cá nhân sau: k jm 1) Độ tuổi anh/chị nằm khoảng: * 18 - 25 26 – 35 Above 45 om Nữ Nam l.c 2) Giới tính * gm 36 – 45 an Lu 3) Trình độ * ọc phổ thông va Cử nhân n Cao học Dưới 5.000.000 Từ 5.000.000 đến 10.000.000 Từ 10,000,000 đến 15.000.000 Từ 10.000.000 đến 15.000.000 CẢM ƠN ANH CHỊ ÐÃ THAM GIA KHẢO SÁT - ey t re 4) Thu nhập hàng tháng (VND) * 60 Appendix D: Total variance explained in Exploratory Factor Analysis Table D1 Total variance explained of factor analysis t to ng Total Variance Explained hi Extraction Sums of Squared Loadings ep Initial Eigenvalues % of Varian Cumulative % of Cumulative ce % Total Variance % w n % of Cumulative Component Total Variance % Total lo ad 5.754 31.965 Rotation Sums of Squared Loadings 5.754 31.965 31.965 2.660 14.779 14.779 43.776 2.126 11.811 43.776 2.517 13.984 28.763 9.765 53.541 1.758 9.765 53.541 2.381 13.231 41.994 60.835 1.313 7.294 60.835 2.246 12.475 54.469 66.743 1.063 5.908 66.743 2.209 12.274 66.743 y th 31.965 2.126 11.811 1.758 1.313 7.294 1.063 5.908 ju yi pl ua al n Extraction Method: Principal Component Analysis n va ll fu Table D2: Model Summary of multiple regression analysis oi m Model Summaryb nh 407 396 1.81447 2.219 k jm ht vb 638a z R Square DurbinWatson z R Std Error of the Estimate at Model Adjusted R Square om l.c gm an Lu n va ey t re 61 Appendix E: Histogram, Normal Regression & Scatter plot of Dependent Variable : t to ng hi ep w n lo ad ju y th yi pl n ua al n va Purchase intent ll fu oi m Figure E1: Histogram of Purchase intent at nh z z k jm ht vb om l.c gm an Lu n va ey t re Figure E2: Normal plot of purchase intent 62 t to ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu Figure E3: Scatter plot of purchase intent oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re