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MINISTRYOFEDUCATION ANDTRAINING THESTATEBANKOFVIETNAM HOCHIMINH UNIVERSITYOFBANKING PHAMTHAIHOANGNHAN FACTORS AFFECTING ONLINE SHOPPING INTENTION INTIKTOK SHOP OF STUDENTS AT HO CHI MINHUNIVERSITY OFB[.]
MINISTRYOFEDUCATION ANDTRAINING THESTATEBANKOFVIETNAM HOCHIMINH UNIVERSITYOFBANKING PHAMTHAIHOANGNHAN FACTORS AFFECTING ONLINE SHOPPING INTENTION INTIKTOKSHOPOFSTUDENTSATHOCHIMINHUNIVERSITY OFBANKING GRADUATETHESIS Major:BusinessAdministration Code:7340101 SUPERVISOR Dr.TRANNGOCTHIENTHY HOCHI MINHCITY,2022 MINISTRYOFEDUCATION ANDTRAINING THESTATEBANKOFVIETNAM HOCHIMINH UNIVERSITYOFBANKING Name:PHAMTHAIHOANGNHANID Student: 030334180179 Class:HQ6-GE03 FACTORS AFFECTING ONLINE SHOPPING INTENTION INTIKTOKSHOPOFSTUDENTSATHO CHIMINHUNIVERSITY OFBANKING GRADUATETHESIS Major:BusinessAdministration Code:7340101 SUPERVISOR Dr.TRANNGOCTHIENTHY HOCHI MINH CITY,2022 ABSTRACT This thesis aims to explore the factors affecting online shopping intention ofstudents at Ho Chi Minh University of Banking in TikTok Shop This study is basedonaliteraturereviewonshoppingintentionandpreviousstudies.Thisstudyconduct s quantitativeresearchmethods.Inthe quantitative research, the authorcollects survey questionnaire data from 300 students at Ho Chi Minh University ofBankinginTikTokShopwhoknowaboutTikTokShop Based on the research results, the author shows that five factors affect onlineshopping intention of students: Perceived Usefulness, Perceived Ease of Use, PriceExpectation, Perceived Risk, E-WOM Meanwhile, the Perceived Usefulness factorhas the most decisivea f f e c t on the online shopping i n t e n t i o n , t h e E - W O M f a c t o r has the weakest impact From the study results, several governance implicationshavebeenproposedtoimproveandenhanceefficientlyandeffectivelyinthe developmentofthee-commerceTikTokShopinthefuture Keywords:TikTokShop,affectingfactors,onlineshoppingi n t e n t i o n , stude nts AUTHOR’SDECLARATION Iherebydeclarethatthethesis―FactorsaffectingonlineshoppingintentioninTikTok ShopofstudentsatHoChiMinhUniversityofBanking‖istheresultofmyresearch conducted over 10 weeks Except for references from previous researchworksasstatedinthethesis,thesurvey dataandtheresultsofthethesisarecompletelyhonestandhavenotyet beenpublishedinanyresearchworkbefore HoChiMinh,November2022 PhamThaiHoangNhan ACKNOWLEDGEMENT I would like to express my gratitude from the bottom of my heart to mysupervisor,Dr.TranNgocThienThy.Thankstoherdedicatedguidanceandwholehear tedsharing,Iwasabletosuccessfully completemybachelorthesis.Duringtheprocessofwritingthisthesis,Ilostalotofmistakes butsheenthusiastically told and suggested the best solution so that I could complete thisthesiswell Furthermore, I am grateful to all the professors and lecturers from the Ho ChiMinh University of Banking who educate me with vital comprehensive knowledgeandessential skillsthroughout mysyllabus at university Last but not least, I also want to thank the examiners for your pivotal time andconsiderationto reviewmygraduation thesis TABLEO F CONTENT ABSTRACT i AUTHOR’SDECLARATION .ii ACKNOWLEDGEMENT iii TABLE OFCONTENT iv LISTOF ABBREVIATIONS .viii TABLELIST ix FIGURELIST x CHAPTER1:OVERVIEWOFTHE RESEARCH 1.1 Thenecessityoftheresearch 1.2 ResearchObjectives 1.3 Researchquestion 1.4 Researchsubjectandscope .4 1.4.1 Researchsubject 1.4.2 Researchscope 1.5 ResearchMethodology 1.6 ResearchSignificance 1.6.1 AcademicSignificance .4 1.6.2 PracticalSignificance 1.7 Researchstructure SUMMERYCHAPTER1: .5 CHAPTER2 : L I T E R A T U R E R E V I E W A N D R E V I E W R E S E A R C H MODELS 2.1 Definition 2.1.1 Intention 2.1.2 Shoppingintention .7 2.1.3 OnlineShoppingIntention 2.1.4 TikTokShop .8 2.2 Relevanttheoreticalmodels .9 2.3 LiteratureReview 12 2.4 Hypothesis .23 2.4.1 Perceivedusefulness(PU) 23 2.4.2 Perceivedeaseofuse(PEU) 24 2.4.3 PriceExpectation(PRICE) 25 2.4.4 Perceivedrisks(PR) 25 2.4.5 Electronicwordofmouth(E-WOM) 26 SUMMARYCHAPTER2 28 CHAPTER3:RESEARCHMETHODOLOGY 29 3.1 Processofresearch 29 3.2 Researchsteps 29 3.3 ResearchMethods 32 3.4 Researchdesign 33 3.4.1 Samplesize 33 3.4.2 Samplingmethod .34 3.4.3 Buildingthescale .35 3.4.4 Questionnairedesign .37 3.4.5 Datacollection 37 3.5 Dataprocessingmethod 37 3.5.1 Descriptivestatistic 37 3.5.2 Cronbach’sAlphaanalyzing 38 3.5.3 EFAAnalyzing 38 3.5.4 Regression analysis 39 SUMMARYCHAPTER3 40 CHAPTER4:THERESEARCHRESULT 41 4.1 SampleDescription 41 4.2 Scale ReliabilityTesting 43 4.3 ExploratoryFactorAnalysis 45 4.3.1 Factoranalysisfortheindependentvariable 45 4.3.2 Factoranalysisforthedependentvariable 49 4.4 CorrelationAnalysis 51 4.5 RegressionAnalysis .51 4.5.1 TestingtheFitofaRegressionModel 51 4.5.2 Regression analysisresults 52 4.5.3 TestingMulticollinearity 54 4.5.4 TestingtheNormalityofResiduals .55 4.5.5 Testingtheconstantresidualvariance .56 4.6 Resultdiscussion 57 SUMMARYCHAPTER4 59 CHAPTER5:CONCLUSION .60 5.1 Conclusion .60 5.2 Theoreticalcontributions 60 5.3 PracticalImplicationandSuggestion .61 5.3.1 PerceivedUsefulness .62 5.3.2 PerceivedEaseofUse .62 5.3.3 PriceExpectation 63 5.3.4 PerceivedRisk 63 5.3.5 E-WOM 64 5.4 Limitations andFutureResearch 64 SUMMARYCHAPTER5 66 REFERENCE 67 APPENDIX 72 APPENDIX1:QUESTIONNAIREDESIGN .72 APPENDIX2:DATAANALYSISRESULT 76 LISTO F ABBREVIATIONS Acronym Definition PU PerceivedUsefulness PEU PerceivedEaseofUse PE PriceExpectation PR PerceivedRisk E-WOM ElectronicWordof Mouth EFA Exploratoryfactoranalysis KMO Kaiser-Meyer-Olkintest Sig Significancelevel SPSS StatisticalPackagefortheSocialScie nces