(Luận văn) the impact of social presence in the tnterface on customers purchase intention toward online store

t to ng hi UNIVERSITY OF ECONOMICS HO CHI MINH CITY ep International School of Business w n lo ad ju y th Dang Thi Tuong Vi yi pl ua al n THE IMPACT OF SOCIAL PRESENCE IN n va ll fu THE WEB INTERFACE ON m oi CUSTOMER’S PURCHASE INTENTION at nh z z TOWARD ONLINE STORE k jm ht vb om l.c gm an Lu MASTER OF BUSINESS n va ey t re th Ho Chi Minh City – Year 2014 t to ng hi UNIVERSITY OF ECONOMICS HO CHI MINH CITY ep International School of Business w n lo ad ju y th Dang Thi Tuong Vi yi pl n ua al THE IMPACT OF SOCIAL PRESENCE IN va n THE WEB INTERFACE ON ll fu oi m CUSTOMER’S PURCHASE INTENTION at nh z TOWARD ONLINE STORE z k jm ht vb ID: 22120080 an Lu SUPERVISOR: Dr VO NGOC THUY om l.c gm MASTER OF BUSINESS n va ey t re th Ho Chi Minh City – Year 2014 t to ACKNOWLEDGEMENT ng hi ep This thesis could not be finish without the help and support of many people who are gratefully acknowledged here w At the very first, I would like to express my deepest gratitude to my supervisor, n lo Dr Vo Ngoc Thuy With their guidance, I could have worked out this thesis They had ad offered me valuable suggestions and criticisms with his profound knowledge in rich y th ju research experience yi I am grateful to express my sincere to Prof Nguyen Dinh Tho I have learned pl ua al from him a lot not only about research design, but also data analysis technique I am also extremely to give thankful to UEH – International School of business (ISB) n n va supported me in all process ll fu I would like to extent my sincere thanks to all my classmates and friends Their oi m kindness and supports have contributed very much in my working process Most at continuous encouragement and support nh important, I would like to express my most sincere thanks to my family for their z z k jm ht vb om l.c gm an Lu n va ey t re th t to ng Declaration hi ep I hereby declare that this thesis, to the best of my knowledge and belief, is my own w work and effort and that is has not been submitted, either in part or whole, anywhere for n lo ad any award y th Information and ideas taken from other sources as cited as such This work has not ju yi been published pl n ua al n va Signature ll fu oi m at nh Dang Thi Tuong Vi z z Date: 09/03/2015 k jm ht vb om l.c gm an Lu n va ey t re th t to ng hi ep Table of Contents w ABSTRACT n lo CHAPTER 1: INTRODUCTION ad ju y th 1.1 Research Background 1.2 Problematic of Research yi pl 1.3 Research Objectives ua al 1.4 Significance of Research n va n 1.5 Scope of Research fu ll 1.6 Structure of thesis oi m CHAPTER 2: LITERATURE REVIEW nh at 2.1 Introduction z z ht vb 2.2 Theoretical background jm 2.2.1 Social presence k 2.2.2 Perceived usefulness gm 2.2.3 Trust in an online environment l.c 2.2.4 Enjoyment 10 om 2.2.5 Attitude and its determinants 12 an Lu 2.2.6 Purchase intention 13 2.3 Research Model and Hypotheses Development 14 va n 2.3.1 Social presence and Perceived of usefulness 15 th 2.3.5 Trust in an online shopping and attitude’s customer 16 ey 2.3.4 Perceived of usefulness and attitude’s customer 16 t re 2.3.2 Social presence and trust in an online shopping 15 t to ng hi 2.3.6 Enjoyment and attitude’s customer 17 ep 2.3.7 Perceived usefulness and Purchase intention 17 2.3.8 Enjoyment and purchase intention 18 w n 2.3.9 Attitude and purchase intention 18 lo ad 2.4 Conclusion 18 y th CHAPTER 3: RESEARCH METHOD 20 ju yi 3.1 Introduction 20 pl ua al 3.2 Research process 20 n 3.3 Qualitative research 21 va n 3.4 Measurement Scales 22 ll fu oi m 3.5 Quantitative research 24 nh 3.5.1 Sample method 25 at 3.5.2 Questionnaire administration 25 z z 3.6 Data analysis method 25 vb jm ht 3.6.1 Contruct reliability (Cronbach’s Alpha) 25 3.6.2 Contruct validity - Exploratory factor analysis (EFA) 26 k gm 3.6.3 ANOVA 26 l.c 3.6.4 The structural equation model (SEM) 26 om CHAPTER 4: ANALYSIS AND RESULTS 27 an Lu 4.1 Introduction 27 n va 4.2 Respondents demographic 27 th 4.3.2 Construct validity 31 ey 4.3.1 Construct reliability 29 t re 4.3 Scale validation 29 t to ng hi 4.3.4 Manipulating validity 33 ep 4.4 Modified research model 34 w 4.5 Model fitness 35 n lo 4.5.1 Test of mediating effects 36 ad 4.5.2 SEM 37 y th 4.5.3 Bootstrap 39 ju yi 4.6 Hypotheses testing 39 pl ua al 4.8 Conclusion 41 n CHAPTER 5: CONCLUSIONS AND LIMITATIONS 42 n va 5.1 Discussion and conclusions 42 ll fu oi m 5.2 Implications 45 z REFERENCES at nh 5.3 Limitations and future research 47 z k jm ht vb APPENDICES om l.c gm an Lu n va ey t re th t to ng hi LIST OF FIGURES ep Figure 2.3: Conceptual model 14 Figure 3.2: Research process 21 w n Figure 4.4: Modified research model 35 lo ad Figure 4.5.2: SEM result of research model (Standardized) 38 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 th t to ng hi LIST OF TABLE ep Table 4.2: Demographic Table 28 Table 4.3.1: Cronbach’s alpha result 30 w n Table 4.3.2: Rotated Component Matrix 33 lo ad Table 4.3.4: Multiple Comparisons 34 ju y th Table 4.5.1: The mediator test 36 Table 4.5.2: Relationship between constructs in research model (standardized) 38 yi pl Table 4.5.3: Bootstrap estimate result with N = 1000 39 al n ua Table 4.6: Result of hypotheses testing 40 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 t to ng hi LIST OF ABBREVIATION ep ANOVA Analysis of variance AVE w Business to customer lo Confirmatory Factor Analysis ad CFA n B2C Average Variance Extracted Comparative fit index CR Composite Reliability EFA Exploratory Factor Analysis ju y th CFI yi pl al ua E-commerce Electronic commerce Goodness-offit KMO Kaiser-Myer-Olkin ML Maximum Likelihood OSAM Online Shopping Acceptance Model SEM Structural Equation Model SPSS Statistical software package SRMR Standardize root mean square residual RMSEA The Root mean square of approximately TAM Technology Acceptance Model TLI Tucker & Lewis index () TPB Theory of Planned Behavior TRA Theory of Reasoned Action VECITA Vietnam E-commerce and Information Technology Agency n GFI 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 57 t to ng hi Sproull, L., & Kiesler, S (1986) Reducing social context cues: the case of electronic mail ep Management Science, (32), 1492–1512 Steinfield, C.W (1986) Computer-mediated communications in an organizational setting: w n Explaining task-related and socio-emotional uses Newbury Park, CA, 777–804 lo ad Straub, D.W (1994) The effect of culture on IT diffusion: e-mail and FAX in Japan and the ju y th US Information Systems Research, 5(1), 23–47 Straub, D.W., & Karahanna, E (1998) Knowledge worker communications and recipient yi pl availability: toward a task closure explanation of media choice Organization Science, ua al 9(2), 160–175 n Stone, R N., & Gronhaug, K (1993) Perceived risk: Further considerations for the marketing va n discipline European Journal of Marketing, 77(2), 203-220 fu ll Suki, N M (2007) Online buying innovativeness: effects of perceived value perceived risk m oi and perceived enjoyment International Journal of Business and Society, (2), 81-93 nh Van der Heijden, H., Verhagen, T., & Creemers, M (2001) Predicting online purchase at z behavior: replications and tests of competing models (34 th) Hawaii International z ht vb Conference on System Sciences, IEEE, Hawaii jm Venkatesh, V., & Brown, S.A (2001) A longitudinal investigation of personal computers in k homes: adoption determinants and emerging challenges MIS Quarterly 25(1), 71–102 l.c gm Tran, H.L (2014) .Vietnam e-commerce report 2013 Retrieved from http://www.vecita.gov.vn/anpham/208/Vietnam-E-commerce-Report-2013/en om Vijayasarathy, L.R., & Jones, J.M (2000) Print and catalog shopping: Assessing attitudes and an Lu intentions Internet Research, 10, 191-202 n implications Computers in Human Behavior, (21),105–125 va Wang, Y.D., & Emurian, H.H (2005) An overview of online trust: concepts, elements, and th behaviour in virtual worlds Online Information Review, 35(5), 747-769 ey Yeh, N., Lin, J.C., & Hsi-Peng, L (2011).The moderating effect of social roles on user t re Williamson, O.E (1985) The Economic Institution of Capitalism Free Press, New York, NY 58 t to ng hi Yu, J., Ha, I., Choi, M., & Rho, J (2005) Extending the TAM for a t-commerce Information ep & Management, (42), 965–976 Yu, T., & Wu, G (2007) Determinants of internet shopping behavior: An application of w n reasoned behaviour theory International Journal of Management, 24(4), 744 lo ad Zhou, L., Dai, L., & Zhang, D (2007) Online shopping acceptance model – A critical survey (1), 41-62 ju y th of comsumer factors in online shopping Journal of Electronic Commerce Research, 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 t to ng hi ep List of appendices Appendix A: Qualitative research w n Appendix B: Main survey lo ad Appendix C: Three website interfaces y th Appendix D: EFA results of main survey before removing items ju Appendix E: ANOVA Result yi Appendix F: Survey in Vienamese 10 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 t to ng hi ep Appendix A: Qualitative research I am a student of UEH’s International School of Business (ISB) And, I am conducting a study w n on the impact of social presence in the web interface on customer’s purchase intention toward lo ad online stores ju y th I would appreciate for your support if you spend a few minutes to filling in this questionnaire A Personal information yi pl Name………………… al □ Female □ Male Age □18-25 □26-35 □35-45 □Over 45 n ua Gender va □Yes n Have you ever known or bought product from an online stors? ll fu B Main Contents □No m oi In framework of research, a fictitious website selling jewelry was designed Beside presentation nh of the picture and the other information of product such as price, material, size, color, at z original…website interface will be added elements: z Socially- rich text: descriptions aimed at evoking positive emotions - Socially- rich picture: products are shown worn by people in emotional, dynamic gm - k settings jm ht vb - Socially rich media: customer rating, customer recommendations, sharing with other If adding the socially rich – text and picture you feel: om l.c social website such as facebook, twister, google etc an Lu ……………………………………………………………………………………… th ey ……………………………………………………………………………………………… t re In your opinion, your purchase intention toward online store depends on: n ……………………………………………………………………………………… va If adding socially rich media, you feel t to ng hi Appendix B: Main survey ep QUESTIONNAIRE Dear Respondent, w n I am a student of UEH’s International School of Business (ISB) And, I am conducting a study lo ad on impact of social presence in the web interface on attitude’s customer toward online stores I ju y th would appreciate for your support if you spend a few minutes to filling in this questionnaire Please note that there is no right or wrong answers yi pl Thank you for your time and cooperation al ua Section A: General information n Have you ever known or bought product from an online store? va n If Yes, continue to the next questions fu ll If No, stop your interview and thanks for your supports oi m Number of times bough product on the internet at nh z z k jm ht vb -3 years n va Section B: Main contents an Lu -6 years om l.c gm Internet experience ey th girlfriends and you are visiting the below websites (appendix C) t re In assumption, you have demand to buy jewelry (for example necklet) as a gift for your t to ng hi With the following statements, please check cross (X) the number that most fits your ep opinion (Anchored by: Strongly disagree; Disagree; Disagree somewhat; Neutral; Agree somewhat; Agree; Strongly agree) w n Items Rating Scale lo No ad There is sense of sociability on this website There is a sense of human warmth on this website There is a sense of human sensitivity in the website 7 7 7 z There is sense of human contact on this website 7 7 ju at y th Social Presence yi pl n ua al n This website provides good quality information ll fu va Perceived of usefulness This website improves my performance in assessing oi jewelry online m nh assessment online Enjoyment I found my visit to this website interesting 2 I found my visit to this website entertaining I found my visit to this website enjoyable I found my visit to this website pleasant I feel that this online vendor is honest an Lu I feel that this online vendor is trustworthy I feel that this online vendor cares about customers 7 k gm jm ht vb This website is useful for assessing jewelry online z This website increases my effectiveness for jewelry om l.c Trust n va th good service ey I feel that this online vendor would provide me with t re t to ng hi Attitude ep I would have positive feelings towards buying a product from this site 7 w The thought of buying a product from this website n lo ad is appealing to me It would be a good idea to buy a product from this ju website y th yi With the following statements, please check cross (X) the number that most fits your pl ua al opinion (Anchored by: Strongly improbable; Improbable; Somewhat improbable; Neutral; Somewhat probable; Probable; Strongly probable) n n va Purchase intention 7 ll website z How likely is it that you would return to this store's fu m How likely is it that you would consider purchasing oi from this website? how likely is it that you would buy from this jm ht website? vb z In case you intend to buy jewelry in online store, at nh Open-ended questions k Questions were: After viewing this website, what you like about it, and why? om After viewing this website, what don't you like about it, and why? l.c gm Following the survey items, three open-ended questions were presented to users in a blank text area The an Lu How you feel when exploring this site? Section C: Personal information va n Gender ey t re th Age - 22 - 35 - 45 t to ng hi Education ep chelor’s degree w n lo ad Monthly income (unit millions VND) - 15 ju y th - 10 yi Appendix C: Three website interfaces pl n ua al Low social presence 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 t to ng hi Medium social presence ep w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh High social presence z z k jm ht vb om l.c gm an Lu n va ey t re th t to ng hi Appendix D: EFA results of main survey before removing items ep Rotated Component Matrixa w Component n lo 785 765 762 648 596 589 579 ad ju y th 478 476 yi pl n oi m z z 331 1.075 Extracted Variance 50.848 8.273 5.969 5.220 4.885 n va ey t re Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations an Lu 1.148 om 1.313 l.c 11.187 1.820 gm Eigen values k 367 jm ht 833 784 661 592 316 vb 815 808 761 678 at nh 301 ll 836 796 713 582 fu 305 va 470 n 318 307 337 310 ua 521 809 788 761 al AT2 AT1 TR1 TR3 AT3 TR2 TR4 PI3 PI2 PI1 PU3 PU2 PU4 PU1 SP2 SP4 SP1 SP3 EN2 EN3 EN4 EN1 th t to ng hi Appendix E: ANOVA Result ep Descriptives SP w Mean n N Std Deviation Std Error 95% Confidence Interval for Mean lo 54 SP Medium 75 SP High 81 4.6852 210 3.9429 1.14974 15646 2.1908 2.8184 1.00 5.25 4.1767 1.07078 12364 3.9303 4.4230 1.50 6.25 1.00993 11221 4.4619 4.9085 2.00 7.00 1.37813 09510 3.7554 4.1303 1.00 7.00 yi pl Total Upper Bound 2.5046 y th SP Low Maximum ju ad Lower Bound Minimum n ua al Test of Homogeneity of Variances va n SP df2 207 610 oi m Sig ll 496 df1 fu Levene Statistic nh ANOVA at SP Df Mean Square z Sum of Squares F Sig z 80.217 Within Groups 236.505 207 1.143 Total 396.939 209 70.210 000 k jm ht 160.434 vb Between Groups om l.c gm an Lu n va ey t re th t to ng hi Appendix F: Survey in Vienamese ep Kính chào anh/chị, Tơi Đặng Thị Tường Vi, học viên cao học Viện đào tạo quốc tế ISB- trường Đại học Kinh tế TP w HCM n lo Hiện nghiên cứu đề tài "Tác động yếu tố mang tính xã hội xuất giao diện ad website đến thái độ khách hàng cửa hàng trực tuyến" y th Rất mong anh/chị dành chút thời gian trả lời Phiếu khảo sát Tất ý kiến anh/chị có giá trị ju yi nghiên cứu Tôi xin cam kết thông tin anh/chị bảo mật dùng pl với mục đích phục vụ nghiên cứu Trong trình thực khảo sát anh/chị có thắc mắc, al ua vui lịng liên hệ địa email tuongvidg@gmail.com số di động: 0905027373 n Xin chân thành cám ơn hỗ trợ nhiệt tình anh/chị n va PHẦN A: THÔNG TIN TỔNG QUÁT fu ll 1/ Số lần bạn mua sắm qua mạng internet * o Nhiều lần o 4-6 năm o Trên năm om 1-3 năm l.c o gm Dưới năm k o jm 2/ Thời gian sử dụng internet * ht lần vb o z lần z o at lần nh o oi Chưa có m o an Lu ey th PHẦN B: CÂU HỎI BẮT BUỘC t re câu hỏi n ghé thăm website Anh/ chị vui lòng quan sát kỹ website trước trả lời va Tình giả định, bạn có nhu cầu mua trang sức (ví dụ dây đeo cổ) làm quà tặng cho bạn gái bạn t to ng hi Anh/Chị vui lòng đánh giá mức độ đồng ý với phát biểu liên quan đến website vừa quan ep sát theo qui ước từ thấp đến cao sau: Hồn tồn khơng đồng ý Không đồng ý Không đồng ý phần Trung lập /khơng có ý kiến Đồng ý phần Đồng ý Hoàn toàn đồng ý w n lo Thang đo Mục ad STT y th YẾU TỐ MANG TÍNH XÃ HỘI CỦA WEBSITE ju pl al Có diện giao tiếp xã hội trang web Có thể tình cảm người trang web n va Có đánh giá cảm nhận người trang n 7 7 7 7 7 ll web fu ua gm Có tiếp xúc/liên lạc người website yi Website cung cấp thông tin với chất lượng tốt at nh oi m CẢM NHẬN SỰ HỮU ÍCH CỦA WEBSITE SỰ THÍCH THÚ VỚI WEBSITE Tơi thấy thú vị ghé thăm website Tôi nhận thấy tính giải trí ghé thăm Tơi thích thú ghé thăm website Tôi hài lòng ghé thăm website 7 an Lu va om l.c trực tuyến k Website hữu ích cho việc mua sắm trang sức jm trang sức trực tuyến ht Website tăng hiệu việc mua sắm vb sức trực tuyến z Webstie cải thiện việc thực mua sắm trang z th trung thực ey Tôi cảm thấy người bán hàng trực tuyến t re n NIỀM TIN ĐỐI VỚI WEBSITE t to ng hi Tôi cảm thấy người bán hàng trực tuyến ep đáng tin cậy Tôi cảm thấy người bán hàng trực tuyến w 3 7 7 7 n quan tâm đến khách hàng Tôi cảm thấy người bán hàng trực tuyến lo ad y th cung cấp cho với dịch vụ tốt ju THÁI ĐỘ ĐỐI VỚI WEBSITE Tơi cảm thấy có thái độ tích cực việc mua yi pl al sản phẩm từ trang web Ý nghĩ đến việc mua sản phẩm từ trang web va hấp dẫn n ua Sẽ ý tưởng tốt để mua sản phẩm từ trang n ll web fu oi m nh Anh/Chị vui lòng đánh giá mức độ đồng ý với phát biểu theo qui ước từ thấp at z đến cao sau: Hồn tồn khơng có khả Khơng có khả Khơng có khả z vb phần Trung lập/ Khơng có ý kiến Có khả phần Có khả Hồn tồn có khả k jm ht hàng bao nhiêu? website bao nhiêu? 3 5 6 th Sau ghé thăm trang web nà, anh chị thích điều trang web Tại sao? ey Câu hỏi mở: t re website bao nhiêu? n sức qua mạng, khả Anh/ Chị mua hàng từ va Trong trường hợp Anh/ Chị có ý định mua đồ trang an Lu Khả Anh/ Chị cân nhắc việc mua hàng từ om Khả Anh/Chị ghé thăm lại website cửa l.c gm Ý ĐỊNH MUA HÀNG t to ng hi Sau ghé thăm trang web nà, anh chị thích điều trang web Tại sao? ep Anh/ Chị cảm nhận website ? PHẦN C: THÔNG TIN CÁ NHÂN w Anh/Chị vui lịng cho biết số thơng tin cá nhân sau: n lo 1/ Độ tuổi Anh/Chị nằm khoảng: ad 18-22 o 23-35 o 36-45 o Trên 45 ju y th o yi pl al o Nữ n Nam va o n ua 2/ Giới tính fu ll 3/ Trình độ o Cao học at Cử nhân /Cao đẳng nh o oi Trung học phổ thông m o z o Trên 15.000.000 l.c 10.000.000-15.000.000 gm o k 5.000.000-10.000.000 jm o ht Dưới 5.000.000 vb o z 4/ Thu nhập hàng tháng (VND) om 5/ Họ tên Anh/ Chị là: ………………………………………………………………………………… an Lu CÁM ƠN ANH /CHỊ ĐÃ THAM GIA KHẢO SÁT! n va ey t re th