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HOCHI MINHCITY,2020 MINISTRYOF EDUCATION ANDTRAINING STATEBANKOFVIETNAMBANKINGUNIVERSITYOFHOCHIMINH CITY CANTHUKIET FACTORS AFFECTING THE CREDIBILITY OFONLINEREVIEWS ON TIKI BACHELORTHESIS MAJOR BUSIN[.]
MINISTRYOF EDUCATION ANDTRAINING STATEBANKOFVIETNAMBANKINGUNIVERSITYOFHOCHIMINH CITY CANTHUKIET FACTORS AFFECTING THE CREDIBILITY OFONLINEREVIEWS ON TIKI BACHELORTHESIS MAJOR:BUSINESSADMINISTRATIONC ODE:7340101 HOCHI MINHCITY,2020 MINISTRYOF EDUCATION ANDTRAINING STATEBANKOFVIETNAMBANKINGUNIVERSITYOFHOCHIMINH CITY CANTHUKIET FACTORS AFFECTING THE CREDIBILITY OFONLINEREVIEWS ON TIKI BACHELOR THESISBUSINESS ADMINISTRATIONCODE:73401 01 SUPERVISORTR ANVANDAT,PhD TÓMTẮT Sự phát triển internet phương tiện truyền thông xã hội trực tuyến thayđổi cách người giao tiếp với Trong bối cảnh này, đánh giá trực tuyến,một hình thức truyền miệng điện tử đặc biệt (eWOM), lên kênh truyềnthông ngày trở nên phổ biến Ngày nay, đánh giá trực tuyến mộttrong nguồn thơng tin có ảnh hưởng người tiêu dùng hình thànhquyếtđịnhmuahàng.Tuynhiên,hiệnnaycórấtnhiềucácđánhgiásailệchdonhiềungun nhân khác gây ảnh hưởng nghiêm trọng đến thương hiệu Từ đó, vấn đềđặtralàđánhgiátrựctuyếnđángtincậylànhư thếnào Đề tài“Các yếu tố ảnh hưởng đến độ uy tín đánh giá trực tuyến trênTIKI”được thựctại thànhphố Hồ ChíMinhtrong thời giantừc uối tháng10/ 2019đếnđầutháng1/2020.Mẫuđượclấytheophươngphápthuậntiệnvớicỡmẫuđượcchọnlà499 Mục tiêu nghiên cứu tìm yếu tố ảnh hưởng tới độ tin cậy đánh giátrực tuyến TIKI Trên sở đó, đề xuất hàm ý quản trị để góp phần nâng cao hiệuquảkinhdoanhtrựctuyếncủacácdoanhnghiệp Các phương pháp sử dụng đề tài gồm: phương pháp thống kê mơ tả,Cronbach’s Alpha, phân tích nhân tố EFA, phân tích mơ hình hồi quy kiểm định sựkhácbiệtgiữacácnhómđặcđiểmnhânkhẩuhọc(ANOVA) Kết cho thấy có yếu tố ảnh hưởng độ tin cậy đánh giá trực tuyếntrên TIKI là: “Tính xác”, “Tính đầy đủ”, “Số lượng đánh giá”, “Tính quán”,“Đánhgiávềsảnphẩmhoặcdịchvụ”và“Uytíncủawebsite” ABSTRACT Today, marketers consider social media to promote their products Social mediahas become a very important tool that enables marketers to communicate with theircustomers After the significant development of the internet and online social media,people have started to share their opinions about products through online reviews Evenmore, consumers consider online reviews to be a more reliable source of informationthan traditional sources (Fang et al., 2016) Previous studies have shown that onlinereviews can play an important role in consumer 2014;MudambiandSchuff, shopping 2010;Zhang,Zhao,et behavior al., (Yin et al., 2014).Specifically, informationgenerated by consumers, such as online reviews, is more persuasive than informationgeneratedbymarketers,becauseconsumershavenobenefitsandarethereforein dependent and trustworthy more reliable (Park et al., 2007; Plotkina and Munzel,2016;ReimerandBenkenstein,2016) Currently, in various e-commerce websites, online reviews are given along withproduct descriptions, enabling consumers to make the right purchase decision As aresult, consumers search online reviews for brand gadgets, which ultimately affectsconsumer buying intent However, fake online reviews have made consumer reviewsmore difficult and negatively impact the brand image For this reason, the reliability ofonliner e v i e w s i s e s s e n t i a l w h e n m a k i n g p u r c h a s e d e c i s i o n s b a s e d o n t h o s e r e v i e w s and contributes to protecting the brand image in public Therefore, the implementationoft h e r e s e a r c h : " F A C T O R S A F F E C T I N G T H E C R E D I B I LITYOFONLINE REVIEWSONTIKI"aimstoidentifyandtestthedeterminantsaffectingt h e credibility of online reviews At the same time, create a premise to study the impact ofonlinereviewsonconsumerbuyingintent The research model used based on the research of Thomas, MJ, Wirtz, BW, &Weyerer,J C ( ) i n c l u d e s A c c u r a c y , C o m p l e t e ne s s , T i m e l i n e s s , R e v i e w Q ua n t i t y , ReviewConsistency,ReviewerExpertise,Product/ServiceRating,andWebsiteReputation Researchdataisrandomlycollectedthroughtheformofanonlinesurveyconducted by a Google form tool and a field survey by going to universities and cafes.Thereby, 460 samples were collected, of which 11 were not valid due to ignoring thequestion, so there were only 499 valid samples SPSS 20 is used in the thesis to analyzedata and test assumptions.Thesurveyparticipantsareonlineshopperswhoregularlyusesocialmedia After the data collection process is completed, all data is put into SPSS 20 Theprocess of checking and analyzing the data sequentially follows: reliability test, EFAfactor analysis, Correlation analysis, Multiple linear regression analysis Initially, thescale will be assessed by Cronbach's Alpha and EFA Then, the correlation coefficienttest is used to check the linear relationship between the independent and dependentvariables If the independent variables are strongly correlated, the multicollinearityproblem must be considered when regression analysis Finally, regression analysis isused to determine the impact of independent variables on dependent variables (Onlinereviewscredibility) The results show that all Cronbach's alpha is above 0.7 and the correlation of thevariablesinthescale>0.4.Theseitemswerethenanalyzedbydiscovery factoranalysis (EFA) with the Principal components method for extraction and Varimaxmethodforrotation.Theresultspresentedthatnightfactorswereextractedfrommeasurem entscaleswiththeextractionsumofsquaredloadingsbeingabout66,350%(greater than 50%) The KMO index was significant at 0.781 and Barlett’s test result is528withSig= 0.0000.05,twovariablesarenotcorrelatedwiththedependentvariable s Finally,regressionanalysisshowedthatAccuracy,Completeness,ReviewQuantity, Review Consistency, Product / Service Rating, and Website Reputation areaccepted and all of them have a positive effect on Review Credibility In particular,completeness (0.378) and website reputation (0.243) are the two factors that have thebiggest impact on the credibility of online reviews That shows shoppers are veryinterested in completeness, the full information as well as necessary evidence to helpshoppers can assess the truthfulness andaccuracy ofthe informationmore easily.A t the same time, the website reputation also helps increase the credibility of the reviews,buyers tend to believe in online reviews if the website has a good reputation Basically,theresearchcompleteditsoriginalpurposeofidentifyingfactorsthataffectthecredi bilityofonlinereviews Through the research, there are some interesting findings that seem to have somesort of spillover effect between website reputation and reputation rating In previousresearch (Thomas, MJ, Wirtz, BW, & Weyerer, JC, 2019), the reputation of a websitehas the strongest impact on the reliability of online reviews In addition, there is theopposite of the review quantity factor when in the study of Thomas, MJ, Wirtz, BW, &Weyerer,JC(2019)thereviewquantityshowedasignificantnegativeimpactontheonline review credibility, this is contrary to the result in this paper as previousstudies(Fanetal.,2013).Somoreexaminationofthisresultisneeded well as While the study provides important information on the impact and effect of thecredibilityo f o n l i n e r e v i e w s , i t s t i l l h a s l i m i t a t i o n s t h a t n e e d t o b e t a k enseriously Accordingly, future research may meet these limitations to make research results morevaluable Firstly, empirical research is conducted at a number of universities in Ho ChiMinhCityandmainlyusersonthee- commerceplatformTIKI,soitsresultsmaynotbecompletereflectintheVietnamesecontext.Thereliability ofthisfindingbecomeshigher if the survey is repeated in other cities with larger sample sizes Second, asmentioned, the effective relationship between the review quantity and the credibility ofonline reviews requires further testing From a practical perspective, this is a veryimportantandurgentissue,asitisofstrategicsignificancetocompaniest h a t participate intheonlineevaluationoftheirproductsorservices