(Luận văn) critical factors affecting the customers intention to use e retailing

t to UNIVERSITY OF ECONOMICS HO CHI MINH CITY ng hi International School of Business ep - w n lo ad ju y th yi pl n ua al n va Dang Duy Thanh ll fu m oi CRITICAL FACTORS AFFECTING THE CUSTOMERS’ INTENTION TO USE E-RETAILING at nh z z vb k jm ht MASTER OF BUSINESS (Honours) om l.c gm an Lu n va ey t re th Ho Chi Minh City – Year 2014 t to UNIVERSITY OF ECONOMICS HO CHI MINH CITY ng hi International School of Business ep - w n lo ad ju y th yi pl n ua al n va Dang Duy Thanh fu ll CRITICAL FACTORS AFFECTING THE CUSTOMERS’ INTENTION TO USE E-RETAILING oi m at nh z ID: 22120030 z vb k jm ht MASTER OF BUSINESS (Honours) om l.c gm SUPERVISOR: Dr Cao Hao Thi an Lu n va ey t re th Ho Chi Minh City – Year 2014 t to ng hi ACKNOWLEDGEMENT ep I would like to express my deep gratitude to everyone who helped and guided me through the entire MBA program w n Foremost, I would like to express my sincere thanks to my supervisor Dr Cao Hao Thi for the lo ad continuous support for my MBA thesis and research, for his patience, motivation, enthusiasm, ju y th and immense knowledge His guidance helped me in all the time of research and writing of this thesis I could not have imagined having a better advisor and mentor for my MBA study yi pl I am grateful to thank Prof Nguyen Dinh Tho and the International School of business (ISB) al ua not only because they had built this extremely practical and helpful program but also the way n Prof Tho and ISB supported me during my MBA time va n I also would like to extent my appreciation to my dear classmates Together we have had lots of fu ll wonderful new experiences in learning and building social network m oi Last but not least, I would like to express my special gratitude to my family for their endless nh encouragement and support through my life at z z k jm ht vb om l.c gm an Lu n va ey t re th i t to ng hi Abstract ep During the last decade of the 21st century, internet shopping had grown in a surprising speed With the fast development in internet and technology, people are no longer need to go out for w n their shopping since they can use e-retailing for almost everything they need Although e- lo ad shopping has its huge potential to even replace the traditional way of shopping, it has its own ju y th problem It is when people only use website for reference, and then they come directly to the physical store to pick up their items yi pl This research is conducted to find out the critical factors that can measure the customers’ al ua intention to use e-retailing From several studies about this topic, especially the theory of n reasoned action (TRA), there are four factors may affect to the customer’s intention They are va n trust, subjective norm, website quality and perceived risk in using credit card fu ll In order to conduct the research, a sample size of 150 questionnaire about clothing products are m oi collected with respondents are office employees in Ho Chi Minh city Then, the data are nh analyzed by reliability test, EFA and multiple regression analysis at z Result of the thesis shows that the customers’ intention to use e-retailing is impacted only by z ht vb trust and subjective norm Therefore, it is suggested that owners of the business should try to jm gain trust of their customers and encourage people to shop by groups k Since this research only focused in fashion products in Ho Chi Minh city, furthers studies in gm this field should be conducted for other types of products and in other provinces in Vietnam to om l.c find out the general model for Vietnamese e-retailing Keywords: intention to use, TRA, e-retailing an Lu n va ey t re th ii t to ng hi Table of content ep Acknowledgement i Abstract ii w n Chapter 1_INTRODUCTION lo 1.2 Problem statement ad 1.1 Research background ju y th 1.3 Research objectives yi pl 1.4 Research questions al ua 1.5 Research scope n 1.6 Research significant va n 1.7 Research structure fu ll Chapter 2_LITERATURE REVIEW m oi 2.1 E-retailing nh 2.2 Customers’ intention to use e-retailing at 2.3 Factors impact to the customers’ intention to use e-retailing z 12 z 12 ht vb 2.3.1 Research model 13 jm 2.3.2 Trust 14 k 2.3.3 Subjective norm gm 2.3.4 Website quality l.c 2.3.5 Perceived risk in using credit card 15 16 om 2.3.6 Demographic variables 16 an Lu Chapter 3_ RESEARCH METHODOLOGY 18 18 3.4 Data collection 21 3.5 Data analysis method 21 iii th 21 ey 3.3 Pilot test t re 19 n 3.2 Measurement scale of factors va 3.1 Research process t to 23 hi 23 ep ng Chapter 4_ DATA ANALYSIS 4.1 Descriptive statistics 4.2 Reliability test 24 w 26 n 4.3 Validity test 29 4.4.1 Regression results 29 ju y th ad lo 4.4 Multiple regression analysis 4.4.2 Tests of the regression assumptions 30 yi 32 pl 4.4.3 Hypotheses testing al 33 4.4.5 Regression analysis summary 34 n ua 4.4.4 ANOVA analysis va 36 n Chapter 5_ CONCLUSION AND RECOMMENDATIONS fu 36 ll 5.1 Research findings m 38 oi 5.2 Managerial implications nh 5.3 Limitations and further researches 39 at z REFERENCES z k jm ht vb APPENDICES om l.c gm an Lu n va ey t re th iv t to ng hi LIST OF FIGURES ep Figure 2.1 The theory of reasoned action (TRA) w 12 n Figure 2.2 Research model lo 18 Figure 4.1 Scatter plot of residuals 30 ad Figure 3.1 Research process ju y th Figure 4.2 Histogram of regression standardized residuals 31 yi 31 al 35 pl Figure 4.3 Normal P-P plot of regression standardized residuals n ua Figure 4.4 Result of testing model va n LIST OF TABLES ll fu m 11 oi Table 2.1 Dimensions of e-retailing quality nh Table 3.1 Scale items of factors 20 at 24 z Table 4.1 Distribution of survey respondents z 24 ht vb Table 4.2 Results of reliability test 27 jm Table 4.3 KMO and Bartlett's Test 27 k Table 4.3 Total variance matrix 32 33 Table 4.12 ANOVA for Income 34 v th 34 ey Table 4.11 ANOVA for Age t re 33 n Table 4.10 ANOVA for Gender va Table 4.9 Results of multiple regression analysis 29 an Lu Table 4.8 ANOVA result in regression analysis 29 om Table 4.7 Model summary of regression analysis 28 l.c Table 4.6 Coefficient table of multiple regression gm Table 4.5 EFA result – Rotated component matrix t to ng hi ep ABBPREVIATION w n Analysis of variance lo ANOVA ad Cash on delivery EFA Exploratory factor analysis IRQ Internet retailing quality KMO Kaiser-Mayer-Olkin TRA Theory of reasoned action ju y th COD 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 th vi t to ng hi Chapter ep INTRODUCTION 1.1 Research background w n E-retailing, also known as online shopping, internet shopping or e-shopping, can be lo ad explained as an electronic commerce when buyers and sellers virtually meet others through a ju y th web browser Unlike traditional shops that require physical locations, physical security services and specific timeframes to operate, internet shops need none of those requirements Customers yi pl can access to the shop from anywhere and anytime they like as long as they have internet al ua connection and an appropriate device like a computer, a tablet or a smartphone Since people n are more and more busy with their job and internet has been widely and easily accessible, e- va n retailing has “redefined business and customer relationships, business processes, even fu ll sometimes restructuring the whole industry by providing new distribution channel, new m oi delivery methods, new payment methods and new medium for communication” (Dogerlioglu nh and Cosgun, 2012) People had forecasted that in 2014 US e-retailing business can earn up to at z $291 billion dollars in sale (Trends & Data - Internet Retailer) z ht vb With the tremendous opportunity to grow and a very promising market to exploit, e- jm retailing has been attracting many scholars and experts to make researches in order to become k successful in this new method of selling products As the results of that, many factors had been gm explored to contribute to a successful online business In 2009, Liao and Shi found that in Hong l.c Kong market, where people tend to shop in groups, social influence should be a big factor that om influence on the shopping behavior Even internet retailing does not require people to go out an Lu for shopping, owners of the e-retailing business still need to think of ways like spreading n activities, etc va information as wide as possible, focusing on group buying, encouraging group-buying th & Lim, 2012) In that research, the authors also highlighted the easiness, usefulness and ey important factors that lead to the customers’ intention is their attitude towards e-retailing (Ting t re Another research about internet shopping in Malaysia showed that one of the most t to ng hi effortless when customers interact with the web pages can create the favorable shopping ep intention Besides the attitude towards e-retailing, Gefen, Karahanna and Straub (2003) added that customers’ trust played a significant role in increasing customers’ intention to shop online w n They also proved that trust in e-vendor can be gained when people know that shop owners earn lo ad nothing more by cheating, a shop is safe to make transaction and the website is optimized to be ju y th friendly and easy to use As mentioned above, since e-retailing has been developed with a rocket speed, there are yi pl thousands of researches have been made only for gaining customers’ intention towards internet al ua shopping However, not many of them were made specifically for Vietnamese market n Therefore, it is an interesting topic to discover and study n va 1.2 Problem statement fu ll In Vietnam, although traditional retailing is still playing a significant role, internet m oi shopping has been developed so rapidly and become more important According to Phan nh (2013), 36% of Vietnamese people are using internet and they generated a 700 million US at z dollars in revenue for e-retailing Although e-shopping only accounted for 0.3 to 0.5% of the z ht vb total retailing revenue in Vietnam (according to Green Global, 2013), it can increase up to jm times - 1.3 billion US dollars in 2015 (according to the Ministry of Industry and Trade) k However, internet shopping has its own problem It is because many of the internet users only gm go to the websites to find information, the price and comments about the products but they l.c hesitate to make the paying transaction or products reservation (Ting & Lim, 2012) om Vietnamese customers would rather go direct to the shop and buy the things they saw on web an Lu As the result of that, e-shopping as they know is nothing but an advertising or marketing n Nguyen (cited by vnexpress.net, 2014), a lecturer in Electronic Commerce faculty, va channel can only afford small investments but want to try electronic commerce in the belief that they can be fast th In Vietnam, most of Vietnamese businesses are small or medium businesses They are companies that ey t re University of Commerce stated that: t to ng hi Goles, T., Lee, S.J., Rao, S.V & Warren, J (2009) Trust violations in electronic commerce: ep customer concerns and reactions Journal of Computer Information Systems, 49 (1), 1-9 Grabner-Kraeuter, S & Faullant, R (2008) Consumer acceptance of internet banking: the w n influence of internet trust International Journal of Bank Marketing, 26 (7), 483-504 lo ad Gronroos, C., Heinonen, F., Isoniemi, K and Linholm, M (2000) The NetOffer model: a case ju y th example from the virtual marketspace Management Decision, 38 (4), 243-252 Hoffman, D., Novak, T., & Peralta, M (1999) Building consumer trust online yi pl Communications of the ACM, 42 (4), 80-85 al ua Holsapple, C.W and Sasidharan, S (2005) The dynamics of trust in B2C e-commerce: a n research model and agenda Information System E-business Management, (4), 377-403 va n Hsu, H., & Tsou, H (2011) The effect of website quality on consumer emotional states and fu ll repurchases intention African Journal of Business Management, (15), 6194-6199 m oi Interconnected World: Shopping and Personal Finance (2012) Retrieved October 4, 2014, nh from http://www.ipsos-na.com/news-polls/pressrelease.aspx?id=5573 at z Jeong, S W., Fiore, A M., Niehm, L S., & Lorenz, F O.(2009) The role of experiential value z jm apparel web site Internet Research, 19 (1), 105-124 ht vb in online shopping: The impacts of product presentation on consumer responses towards an k Lee, M., & Turban, E (2001) A Trust Model for Consumer Internet Shopping International l.c gm Journal of Electronic Commerce, (1), 75-91 Lee, M., Cheung, C., Sia, C., & Lim, K (2006) How Positive Informational Social Influence om Affects Consumers' Decision of Internet Shopping? HICSS '06 Proceedings of the 39th an Lu Annual Hawaii International Conference on System Sciences, 6, 115a n ed.) Mahwah, N.J.: Lawrence Erlbaum va Leech, N., & Barrett, K (2005) SPSS for intermediate statistics use and interpretation (2nd th 43 ey process - A study on credit card holders Unpublished manuscript t re Liang, H., Lu, D & Tu L (2006) The perceived risk and the consumer decision-making t to ng hi Liao, Z., & Shi, X (2009) Consumer perceptions of internet-based e-retailing Journal of ep Services Marketing, 23 (1), 24-30 Ling, K., Daud, D., Piew, T., Keoy, K., & Hassan, P (2011) Perceived Risk, Perceived w n Technology, Online Trust for the Online Purchase Intention in Malaysia International lo ad Journal of Business and Management, 6, ju y th Parasuraman, A., Zeithaml, V.A and Malhotra, A (2005) E-S-QUAL: a multiple-item scale for assessing electronic service quality Journal of Service Research, (3), 213-233 yi pl Peter, J., & Ryan, M (1976) An Investigation of Perceived Risk at the Brand Level Journal of al ua Marketing Research, 13 (2), 184-188 n Phan, T (n.d.) Bán lẻ tr ực ến: Xu t ất yếu Việt Nam Retrieved May 13, 2014, from va n http://baodientu.chinhphu.vn/Thi-truong/Ban-le-truc-tuyen-Xu-the-tat-yeu-o-Viet- ll fu Nam/188017.vgp m oi Pilgrim, I., & Lawrence, D (2001) Pester power is a destructive concept International nh Journal of Advertising and Marketing to Children, 3(1), 11-22 at z Pinho, J., Martins, M & Macedo, I.(2011) The effect of online service quality factors on z jm Quality & Reliability Management, 28 (7), 706-722 ht vb internet usage: The web delivery system of the taxation department International Journal of k Salam, A., Rao, H., & Pegels, C (2003) Consumer-perceived risk in e-commerce transactions gm Communications of the ACM, 46 (12), 325-331 Retrieved October 4, 2014, from l.c http://www.som.buffalo.edu/isinterface/papers/Consumer-Perceived Risk in E- om Commerce.pdf an Lu Söderlund, M., & Öhman, N (2003) Behavioral intentions in satisfaction research revisited ey t re Acceptance? Communications of the Ibima, 2011, 1-18 n Suki, N (2011) Gender, Age, and Education: Do They Really Moderate Online Music va The Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior, 16, 53-66 th 44 t to ng hi The 10 Most Counterfeited Products in America (2013) Retrieved October 4, 2014, from ep http://finance.yahoo.com/news/the-10-most-counterfeited-products-in-america- 180942491.html w n Ting, D H., & Lim, W M (2012) E-shopping: an Analysis of the Technology Acceptance lo ad Model Modern Applied Science, Retrieved May 2, 2014, from ju y th http://dx.doi.org/10.5539/mas.v6n4p49 Trends & Data - Internet Retailer (n.d.) Retrieved , from yi pl http://www.internetretailer.com/trends/sales/ al ua Vallerand, R., Deshaies, P., Cuerrier, J., Pelletier, L., & Mongeau,C (1992) Ajzen And n Fishbein's Theory Of Reasoned Action As Applied To Moral Behavior: A Confirmatory va n Analysis Journal of Personality and Social Psychology, 62 (1), 98-109 fu ll Venkatesh, V & Davis, F.D (2000) A theoretical extension of the technology acceptance m oi model: four longitudinal field studies Management Science, 46 (2), 186-204 nh Wang, C., Chen, C., & Jiang, J (2009) The Impact of Knowledge and Trust on E-Consumers’ at z Online Shopping Activities: An Empirical Study Journal of Computers, (1), 11-18 z ht vb Yang, X., Ahmed, Z., Ghingold, M., Boon, G., Mei, T., & Hwa, L (2003) Consumer jm preferences for commercial Web site design: An Asia-Pacific perspective Journal of k Consumer Marketing, 20 (1), 10-27 gm 150 Smart Stats about Online Marketing (2012) Retrieved October 4, 2014, from om smartstatsonlinemarketingtrendseverybusinessneedstoknow l.c http://www.slideshare.net/ReachLocalPresentations/150- an Lu n va ey t re th 45 t to ng hi Appendix ep Appendix 1: Cronbach’s alpha and reliability tests for each factor Factor 1: Trust w n Reliability Statistics lo ad Cronbach's Alpha Based on y th Cronbach's Alpha Standardized Items N of Items ju 681 679 yi pl ua al Cronbach’s alpha coefficient is 0.681, lower but very closed to the required number, so this number is acceptable n n va Next, the author would like to see the correlation between the items of this construct Corrected ll fu Item-Total Statistics Squared Cronbach's Item-Total m oi Multiple Alpha if Item Item Deleted Correlation Correlation Deleted if Item Deleted at nh Scale Mean if Scale Variance 9.87 3.910 528 Trust2 9.48 4.641 410 Trust3 9.89 3.801 568 Trust4 9.51 4.574 356 z Trust1 z 570 251 648 326 542 ht vb 292 682 k jm 197 gm All correlation is higher than 0.3 so those items can be the good components of the l.c construct Deleting any components does not make any significant changes in the Cronbach’s om alpha coefficient an Lu Factor 2: Subjective Norm va Reliability Statistics Standardized Items N of Items 708 ey 708 t re Cronbach's Alpha n Cronbach's Alpha Based on th 46 t to ng hi For this construct, the Cronbach’s alpha is 0.708, higher than the requirement so the scale is ep reliable Item-Total Statistics w n lo Scale Mean if Scale Variance ad Item Deleted Squared Cronbach's Item-Total Multiple Alpha if Item Correlation Correlation Deleted 2.126 463 217 695 6.69 1.811 585 352 541 6.51 2.091 536 309 608 yi pl SN3 6.85 ju SN2 y th SN1 if Item Deleted Corrected ua al n According to the item-total statistics table, items correlation is also good to ensure that va n those items can be adequate to form the construct None of the items should be deleted since fu ll the deletion can not make any improvement in Cronbach’s alpha coefficient m oi Factor 3: Website quality at nh Reliability Statistics Cronbach's Alpha Based z on Standardized Items z Cronbach's Alpha N of Items vb 698 709 jm ht k Cronbach’s alpha is very closed to 0.7 so this concept is reliable to test l.c gm Item-Total Statistics Squared Cronbach's Scale Mean if Scale Variance Item-Total Multiple Alpha if Item Item Deleted Correlation Correlation Deleted an Lu if Item Deleted om Corrected 624 Web2 14.81 3.298 596 382 586 Web3 14.80 3.329 557 389 603 Web4 14.66 3.407 541 310 611 Web5 14.89 4.324 127 042 785 47 th 381 ey 531 t re 3.731 n 14.65 va Web1 t to ng hi From the correlation table, it is noted that the item number is not a good component of the ep construct since its correlation of other items is very low (only 0.127) and the deletion of this item can improve the Cronbach’s alpha significantly For the concept of ‘website quality’, w n web5 was removed lo ad Factor 4: Perceived risk in using credit card y th Reliability Statistics ju Cronbach's Alpha Based yi Cronbach's Alpha on Standardized Items pl 770 n ua al 770 N of Items n va Cronbach’s alpha of the concept is well above 0.7 (it is 0.77) so it is reliable Corrected Squared Cronbach's Item-Total Multiple Alpha if Item Correlation Correlation Deleted ll fu Item-Total Statistics Credit1 7.35 1.584 at nh if Item Deleted oi Item Deleted m Scale Mean if Scale Variance Credit2 7.25 1.516 585 Credit3 7.25 1.341 645 584 z z 712 347 710 416 642 jm ht vb 347 k All correlations of the items are higher than 0.3 so they are good components to form this gm l.c concept Factor 5: Intention to use e-retailing om Reliability Statistics an Lu Cronbach's Alpha Based Cronbach's Alpha on Standardized Items n 712 va 703 N of Items ey t re In this construct, Cronbach’s alpha is also fit the requirement th 48 t to ng hi Item-Total Statistics Squared Cronbach's Scale Mean if Scale Variance Item-Total Multiple Alpha if Item Item Deleted Correlation Correlation Deleted ep Corrected w n lo Int1 10.42 3.829 428 198 681 10.40 3.128 538 290 610 10.89 2.678 499 258 648 3.083 532 284 613 ju Int4 y th Int3 ad Int2 if Item Deleted 10.47 yi pl ua al All items are correlated to others to form the concept None of the items should be removed n since it only makes the Cronbach’s alpha lower 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 th 49 t to ng hi Appendix 2: Questionnaire ep BẢNG KHẢO SÁT THÁI ĐỘ CỦA NGƯỜI TIÊU DÙNG VỀ VIỆC MUA HÀNG THÔNG QUA KÊNH BÁN LẺ TRỰC TUYẾN w n Lời chân thành cảm ơn bạn dành thời gian cho bảng khảo sát lo ad Đây bảng khảo sát nhằm tìm yếu tố ảnh hưởng đến dự định mua sắm người tiêu ju y th dùng thông qua kênh bán hàng trực tuyến Mặt hàng khảo sát hàng thời trang, ví dụ quần áo, giày dép, túi xách, yi pl Mục đích việc khảo sát để xây dựng sở liệu nhằm phục vụ cho việc nghiên cứu al ua người xây dựng bảng khảo sát Mọi thông tin cá nhân người làm khảo sát không n sử dụng hình thức khơng nhận đuợc cho phép từ người làm khảo va n sát fu ll Người xây dựng bảng khảo sát: Đặng Duy Thành - sinh viên lớp MBUS - chương trình đào m oi tạo thạc sĩ quản trị kinh doanh, trường Đại học Kinh Tế, thành phố Hồ Chí Minh nh Thơng tin liên lạc: 0973 006 072 - Email: thanhdang.234@gmail.com at z Đề tài nghiên cứu: Những nhân tố định đến dự định mua hàng thông qua kênh bán lẻ trực z vb tuyến người tiêu dùng Bạn vui lịng đánh dấu vào tương ứng với lựa chọn l.c gm Xin bạn vui lịng cho biết giới tính * k jm ht Thơng tin người làm khảo sát Nam om Xin bạn vui lịng cho biết độ tuổi * an Lu Nữ va n 18 - 22 t re ey 23 - 30 th 30 - 40 Trên 40 50 t to ng hi Xin bạn vui lòng cho biết mức thu nhập hàng tháng * ep Dưới triệu đồng w Từ đến triệu đồng n lo Từ đến 15 triệu đồng ad y th Trên 15 triệu đồng ju Thái độ bạn nhà bán lẻ trực tuyến việc mua sắm online yi pl Với câu hỏi bên dưới, bạn vui lòng đánh dấu vào ô tương ứng với quan điểm ua al thang đo chia thành phần với mức từ không đồng ý đến đồng ý n 1/ Theo bạn, trang bán lẻ trực tuyến cung cấp cho người tiêu dùng thông va n tin đáng tin cậy sản phẩm (về nguồc gốc xuất xứ, chế độ bảo hành, chế độ đổi/trả, ) * kiến Đồng ý Rất đồng ý oi đồng ý m đồng ý Không ý ll Không fu Rất không at nh z z vb ht 2/ Theo bạn, nhà bán lẻ trực tuyến quan tâm đến hài lịng người mua Khơng ý đồng ý đồng ý kiến Đồng ý Rất đồng ý om l.c Không gm Rất không k jm hàng * an Lu n va ey t re th 51 t to ng hi 3/ Theo bạn, hầu hết nhà bán lẻ trực tuyến đáng tin cậy (giao hàng hẹn, ep mặt hàng quảng cáo, bảo hành đổi sản phẩm xảy lỗi bên cung cấp/sản xuất, ) * w n lo Không Không ý đồng ý đồng ý kiến ad Rất không Đồng ý Rất đồng ý ju y th yi pl ua al 4/ Theo bạn, hầu hết nhà bán lẻ trực tuyến có đủ khả đáp ứng nhu cầu n người mua hàng (sản phẩm đa dạng, nhiều mẫu mã, kích cỡ, ln có sẵn hàng, ) * đồng ý Đồng ý kiến Rất đồng ý ll fu đồng ý Không ý n Không va Rất không oi m nh 5/ Hầu hết bạn bè đồng nghiệp bạn cho mua sắm trực tuyến thật tốt tiện at z dụng.* z đồng ý đồng ý kiến Đồng ý Rất đồng ý k jm Không ý ht Không vb Rất không l.c gm om 6/ Rất nhiều bạn bè đồng nghiệp gợi ý cho bạn mua sắm thông qua shop bán hàng Không ý đồng ý đồng ý kiến Đồng ý Rất đồng ý n Không va Rất không an Lu trực tuyến * ey t re th 52 t to ng hi ep 7/ Rất nhiều bạn bè đồng nghiệp bạn thường xuyên mua hàng thông qua trang bán hàng trực tuyến * w n lo Không Không ý đồng ý đồng ý kiến ad Rất không Đồng ý Rất đồng ý ju y th yi pl ua al 8/ Theo bạn, website cửa hàng trực tuyến thường dễ sử dụng * Không đồng ý đồng ý Không ý n Rất không Rất đồng ý n va Đồng ý kiến ll fu oi m nh 9/ Theo bạn, tốc độ tải trang web cửa hàng trực tuyến thường nhanh * at Không ý đồng ý đồng ý kiến Đồng ý Rất đồng ý z Không z Rất không k jm ht vb gm l.c 10/ Theo bạn, danh mục chi tiết cuả sản phẩm liệt kê rõ ràng Không Không ý đồng ý đồng ý kiến Đồng ý Rất đồng ý an Lu Rất không om website nhá bán lẻ trực tuyến * n va ey t re th 53 t to ng hi 11/ Theo bạn, website shop bán hàng qua mạng thường thiết kế bắt ep mắt.* w n lo Rất không Không Không ý đồng ý đồng ý kiến Đồng ý Rất đồng ý ad ju y th yi 12/ Bạn thấy website cửa hàng bán lẻ trực tuyến thường có thêm phiên pl ua al với giao diện tối ưu hố cho điện thoại thơng minh máy tính bảng * Khơng đồng ý đồng ý Khơng ý n Rất không Rất đồng ý n va Đồng ý kiến ll fu oi m nh 13/ Theo bạn, sử dụng thẻ tín dụng giao dịch trực tuyến khiến bạn chịu nhiều at z chi phí dự kiến (vi dụ số cửa hàng tính thêm phí giao dịch qua thẻ) * z đồng ý đồng ý kiến Đồng ý Rất đồng ý k jm Không ý ht Không vb Rất không l.c gm om 14/ Bạn thường lo lắng tình trạng tài tương lai sử dụng thẻ an Lu tín dụng để mua sắm qua mạng * Thẻ tín dụng hay cịn gọi credit card loại thẻ mà chủ thẻ phép sử dụng trước, ey cao, nhiều lần so với lãi suất cho vay thơng thường t re q hạn tốn mà chủ thẻ khơng trả tiền vay lãi suất phải chịu n va trả tiền sau mà không chịu lãi suất khoảng thời gian định Tuy nhiên th 54 t to ng hi ep Rất không Không Không ý đồng ý đồng ý kiến Đồng ý Rất đồng ý w n lo ad y th 15/ Bạn lo lắng sử dụng thẻ tín dụng hệ thống ngân hàng trục trặc ju lúc giao dịch làm bạn tiền chịu thêm khoản chi phí phát sinh khơng đáng yi có * pl al Khơng Không ý đồng ý đồng ý kiến n ua Rất không Đồng ý Rất đồng ý n va ll fu m oi 16/ Bạn dự định tương lai tiếp tục mua sản phẩm từ nhà bán lẻ trực tuyến * Không ý đồng ý đồng ý kiến Đồng ý Rất đồng ý z Không at nh Rất không z k jm ht vb gm 17/ Bạn truy cập vào website shop bán hàng trực tuyến có nhu cầu Khơng ý đồng ý đồng ý kiến Đồng ý Rất đồng ý an Lu Không om Rất không l.c mua sắm * n va ey t re th 55 t to ng hi 18/ Bạn có kế hoạch mua sắm nhiều thơng qua cửa hàng trực tuyến thay ep mua hàng theo cách truyền thống * w n lo Rất không Không Không ý đồng ý đồng ý kiến Đồng ý Rất đồng ý ad ju y th yi 19/ Theo bạn, có nhiều khả bạn mua nhiều sản phẩm khác từ pl ua al shop bán hàng trực tuyến * Không đồng ý đồng ý Không ý n Rất không Rất đồng ý n va Đồng ý kiến ll fu oi m nh Kết thúc bảng khảo sát yếu tố tác động đến dự định mua sắm online người tiêu at z dùng Cảm ơn bạn nhiều giúp tơi hồn thành khảo sát z k jm ht vb om l.c gm an Lu n va ey t re th 56 t to ng hi Appendix 3: Interview respondents about the two unsupported hypotheses ep Website quality does not impact to the customers' intention to use e-retailing Interviewee w Number Reason Reasonable He cares only price and product quality Company CSC Vietnam Reasonable She only focuses on her favourite sites so the quality of the sites is good already WASE She only focuses on her favourite sites so the quality of the sites is good already HEPA n Comments lo Tuong Hai Vinh ad ju y th Le Thi Thuy Nhung Reasonable yi Dang Thi Tuyet Loan pl ua al n Perceived risk in using credit card does not impact to the customers' intention to use e-retailing Company CSC Vietnam m Reasonable She does not use credit card for buying products online WASE Reasonable She only pays directly to delivery man after receiving products HEPA oi at nh z Dang Thi Tuyet Loan ll Le Thi Thuy Nhung Reason For most of the cases, he believes in the security of the webs fu Tuong Hai Vinh Comments Quite reasonable n Interviewee va Number z k jm ht vb om l.c gm an Lu n va ey t re th 57