THE STATE BANK OF MINISTRY OF EDUCATION VIET NAM AND TRAINING BANKING UNIVERSITY OF HO CHI MINH CITY HONG THIEN PHUC FACTORS AFFECTING THE DECISION TO BUY CLOTHES ONLINE OF PEOPLE IN BIEN HOA CITY GRA[.]
THE STATE BANK OF MINISTRY OF EDUCATION VIET NAM AND TRAINING BANKING UNIVERSITY OF HO CHI MINH CITY - HONG THIEN PHUC FACTORS AFFECTING THE DECISION TO BUY CLOTHES ONLINE OF PEOPLE IN BIEN HOA CITY GRADUATION REPORT Major: BUSINESS ADMINISTRATION Code: 34 01 01 Ho Chi Minh City, 2023 THE STATE BANK OF MINISTRY OF EDUCATION VIET NAM AND TRAINING BANKING UNIVERSITY OF HO CHI MINH CITY Student’s name: Hong Thien Phuc Class: HQ7 – GE13 Student’s number: 050607190391 FACTORS AFFECTING THE DECISION TO BUY CLOTHES ONLINE OF PEOPLE IN BIEN HOA CITY GRADUATION REPORT Major: BUSINESS ADMINISTRATION Code: 34 01 01 SUPERVISOR Dang Truong Thanh Nhan, PhD Ho Chi Minh City, 202 i Promise This thesis is the author‘s own research work The results of the research are honest as there are no previously published contents or content made by others except for the full citations in the thesis Bien Hoa City, June 2023 Signature Hong Thien Phuc ii Acknowledgement In order to complete this graduation thesis, in addition to my own efforts, I have received the attention and dedicated help of many people Therefore, I would like to express my sincere gratitude to the teachers who are working and teaching at The Banking University of Ho Chi Minh City has taught me a lot of useful knowledge and experiences during my time studying at the school, especially the teachers of the Faculty of Business Administration And most of all, I would like to express my gratitude and sincere thanks to Dr Dang Truong Thanh Nhan, the direct supervisor of the thesis, who wholeheartedly guided and guided me to find a research direction and approach Thanks to the help of the supervisor, I was able to finish my graduation thesis Moreover, I would also like to thank to my friends, relatives – who have helped and supported me in the process of researching and collecting data for this topic At the same time, I also sincerely thanks the authors who have studied relative topics before so that I have a complete and useful source of materials for the implementation of the thesis Due to the limitation of time, manpower and lack of knowledge, this graduation thesis can not avoid shortcomings and mistakes I look forward to receiving suggestions from teachers as well as contributions from readers I sincerely appreciate! iii Abstract With the changing of technology, shopping in general and shopping for clothes in particular has changed As e-commerce is growing fast, traditional shopping already has the participation and involvement of technology Moreover, the outbreak of the COVID-19 epidemic has contributed to the promotion of online shopping After months of lockdown in Vietnam, the demands for fashion and meetings have gone up since then Therefore, this thesis with the topic ―Factors affecting the decision to shop for clothes online of people in Bien Hoa City‖ is conducted in order to identify the decision to buy apparels online within the city Thus, the thesis proposes managerial implications so that e-commerce platforms, businessess and following studies can use this thesis as a reference Qualititative research is used as the main research method From the previous theories and related researches, the author has mainly based on the Theory of Reasoned Action – TRA and the Theory of Planned Behavior – TPB as well as models of other researches to build a proposed model consisting of hypotheses including Product Design/ Style, Product Quality, Price, Convenience, Social Influence, Brand Image and Perceived Risk After conducting qualitative research by giving the questionnaire to the supervisor and other 14 people who are close to the author, an official scale and questionnaire with the totals of 28 observed variables have been built Quantitative research is conducted based on the analysis of collected data through questionnaires with 200 research samples on SPSS 20.0 software Research results show that all hypotheses have impacts on consumers‘ online shopping decision for clothes in Bien Hoa City Based on the analysis results, the author has proposed several managerial implications for each factors in descending order: Product Quality, Product Design/ Style, Convenience, Perceived Risk, Price, Brand Image and Social Influence iv TABLE OF CONTENTS Promise i Acknowledgement ii Abstract iii LIST OF MODELS viii CHAPTER 1: INTRODUCTION TO THE RESEARCH TOPIC .1 1.1 Introduction 1.2 The necessity of the topic 1.3 Research‘s objectives 1.3.1 Overall objective 1.3.2 Detail objectives 1.4 Research questions .3 1.5 Subject and scope of research 1.5.1 Research subject 1.5.2 Research scope 1.6 Research method 1.6.1 Research methods 1.6.2 Research process 1.7 Contribution of the topic 1.7.1 Theoretical contribution 1.7.2 Practical contribution 1.8 Research layout CHAPTER 2: LITERATURE REVIEW v 2.1 Theories of consumers‘ online shopping behaviors and decisions 2.1.1 Consumer behavior .8 2.1.2 Buying decision .8 2.1.3 Online shopping behavior .9 2.1.4 Online shopping decision 10 2.2 Theoretical models .10 2.2.1 Theory of Reasoned Action (TRA) .10 2.2.2 Theory of Planned Behavior (TPB) 12 2.2.3 Technology Acceptance Model (TAM) 13 2.2.1 C-TAM-TPB Model 14 2.2.2 The Unified Theory of Acceptance and Use of Technology (UTAUT) 16 2.3 Related studies 17 2.3.1 Domestic Research 17 2.3.2 Foreign research 21 2.4 Research hypothesis and model 26 2.4.1 Research hypothesis 26 2.4.2 Proposed research model .31 CHAPTER 3: RESEARCH METHOD .33 3.1 Research process 33 3.2 Research method 34 3.2.1 Building a scale for the factors in the model .34 3.2.2 Data collection method 36 vi 3.2.3 Preliminary interview 37 3.2.4 Data processing and analysis method 37 CHAPTER 4: RESEARCH RESULTS AND DISCUSSION 43 4.1 Survey sample characteristics 43 4.2 Research results 44 4.2.1 Evaluate the reliability of the scale and factor analysis 44 4.2.2 Pearson‘s correlation coefficient test 50 4.2.3 Regression analysis .51 4.2.4 Discuss the result of regression analysis .53 4.2.5 T-Test Method .55 4.2.6 Discussion 57 CHAPTER 5: CONCLUSION AND MANAGEMENT IMPLICATIONS .59 5.1 Conclusion 59 5.2 Managerial Implications 60 5.2.1 Product Design/ Style 60 5.2.2 Product Quality 60 5.2.3 Price .61 5.2.4 Convenience 61 5.2.5 Social Influence 62 5.2.6 Brand Image 62 5.2.7 Perceived Risk .62 5.3 Limitations of the thesis and future research directions 63 5.3.1 Limitations of the thesis 63 vii 5.3.2 Future research directions 63 REFERENCES 64 APPENDIX 72 APPENDIX 76 viii LIST OF MODELS Model 2.1: The basic Theory of Reasoned Action 11 Model 2.2: The theory of Planned Behavor 12 Model 2.3 Technology Acceptance Model 13 Model 2.4: Model of C-TAM-TPB 15 Model 2.5 The Unified theory of Acceptance and Use of Technology 16 Model 2.6: Model of studying online shopping intenion 18 Model 2.7: Model of studying the risks of consumers buying fashion online 19 Model 2.8: Model of factors affecting online shopping decisions of consumers in Ho Chi Minh City 20 Model 2.9: Model of studying online purchasing decision .21 Model 2.10: Model of determinant faactors of e-commerce purchase decision in Jakarta and Tagerang 22 Model 2.11: Model of the affecting factors on online clothing purchase 23 Table 2.1: Summary of previous studies 25 Model 2.12: Research model of factors affecting the decision to buy clothes online of Bien Hoa citizens 31 Process 3.1: Research process 33 Table 3.1: Table of factors and observed variables 34 Table 3.2: Table of requaired sample size corresponding to the factor loading value 40 Table 4.1: Survey sample characteristics 43 Table 4.2: Cronbach‘s Alpha reliability test .45 Table 4.3: Factor analysis with independent variables .47 Table 4.4: Factor analysis with dependent variables 49