Factors affecting the decision to buy clothes online of people in bien hoa city, 2023

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 Tai ngay!!! Ban co the xoa dong chu nay!!! 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 78 PR2 PR3 PR4 DE1 DE2 DE3 Valid N (listwise) 200 200 200 200 200 200 200 1 1 5 5 5 3.54 3.54 3.53 3.59 3.57 3.82 CRONBACH’S ALPHA Cronbach’s Alpha of Product Design/ Style before removing D4 Reliability Statistics Cronbach's N of Alpha Items 663 D1 D2 D3 D4 Scale Mean if Item Deleted 11.08 11.20 11.14 11.33 Item-Total Statistics Scale Corrected Cronbach's Variance if Item-Total Alpha if Item Item Deleted Correlation Deleted 4.602 559 527 4.452 508 551 4.473 507 553 5.056 250 736 Cronbach’s Alpha of Product Design/ Style after removing D4 Reliability Statistics Cronbach's N of Alpha Items 736 Item-Total Statistics 934 879 924 931 937 923 79 Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Item Deleted Item Deleted Correlation Deleted D1 7.49 2.623 602 607 D2 7.62 2.570 510 710 D3 7.56 2.439 574 634 Cronbach’s Alpha of Product Quality Reliability Statistics Cronbach's N of Alpha Items 817 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Item Deleted Item Deleted Correlation Deleted Q1 7.26 2.492 619 800 Q2 7.28 2.585 616 802 Q3 7.28 2.170 783 627 Cronbach’s Alpha of Price Reliability Statistics Cronbach's N of Alpha Items 869 80 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Item Deleted Item Deleted Correlation Deleted P1 10.75 5.957 675 850 P2 10.42 5.340 824 788 P3 10.38 5.793 728 829 P4 10.37 6.132 659 856 Cronbach’s Alpha of Convenience Reliability Statistics Cronbach's N of Alpha Items 842 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Item Deleted Item Deleted Correlation Deleted C1 11.35 4.601 660 807 C2 11.33 4.592 674 802 C3 11.37 4.124 725 778 C4 11.27 4.449 650 812 Cronbach’s Alpha of Social Influence Reliability Statistics Cronbach's N of Alpha Items 757 81 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Item Deleted Item Deleted Correlation Deleted SI1 7.46 2.390 599 660 SI2 7.47 2.401 637 617 SI3 7.48 2.593 526 742 Cronbach’s Alpha of Brand Image Reliability Statistics Cronbach's N of Alpha Items 815 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Item Deleted Item Deleted Correlation Deleted BI1 7.65 2.589 687 724 BI2 7.94 2.841 656 755 BI3 7.79 2.893 656 756 Cronbach’s Alpha of Perceived Risk Reliability Statistics Cronbach's N of Alpha Items 862 82 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Item Deleted Item Deleted Correlation Deleted PR1 10.62 5.675 672 840 PR2 10.58 5.210 720 821 PR3 10.58 5.762 620 860 PR4 10.59 4.887 835 770 Cronbach’s Alpha of Decision to buy clothes online Reliability Statistics Cronbach's N of Alpha Items 867 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Item Deleted Item Deleted Correlation Deleted DE1 7.40 2.883 761 800 DE2 7.41 2.937 728 830 DE3 7.16 2.932 750 810 83 EXPLORATORY FACTOR ANALYSIS (EFA) The result of KMO and Barlett’s Test for independent variable KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of df Sphericity Sig .787 2319.104 276 000 Eigenvalues and covariance deviations for independent variables Total Variance Explained Component Initial Eigenvalues Total % of Variance Extraction Sums of Squared Rotation Sums of Squared Loadings Loadings Cumulative Total % % of Variance Cumulative Total % % of Cumulative Variance % 6.197 25.820 25.820 6.197 25.820 25.820 2.939 12.246 12.246 2.406 10.026 35.846 2.406 10.026 35.846 2.911 12.130 24.376 2.330 9.706 45.553 2.330 9.706 45.553 2.831 11.797 36.174 2.113 8.806 54.359 2.113 8.806 54.359 2.241 9.337 45.511 1.639 6.828 61.187 1.639 6.828 61.187 2.203 9.179 54.690 1.344 5.601 66.788 1.344 5.601 66.788 2.090 8.706 63.396 1.255 5.230 72.018 1.255 5.230 72.018 2.069 8.622 72.018 740 3.082 75.100 638 2.659 77.759 10 602 2.510 80.269 11 573 2.387 82.656 12 523 2.177 84.833 13 491 2.045 86.878 14 444 1.852 88.730 15 398 1.657 90.387 16 366 1.524 91.911 17 335 1.398 93.308 18 318 1.325 94.633 19 295 1.229 95.862 20 239 998 96.860 21 215 897 97.757 84 22 203 844 98.600 23 179 745 99.345 24 157 655 100.000 Extraction Method: Principal Component Analysis Rotated Component Matrix Rotated Component Matrixa Component P2 870 P1 791 P3 771 P4 727 PR4 906 PR1 823 PR2 775 PR3 751 C3 833 C2 796 C1 794 C4 787 BI1 845 BI2 820 BI3 796 Q3 Q2 Q1 D3 D1 D2 SI1 SI2 SI3 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations 863 793 740 833 827 697 822 820 683 85 The result of KMO and Barlett’s Test for dependent variables KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling 737 Adequacy Approx Chi-Square Bartlett's Test of Sphericity 287.086 df Sig .000 Total Variance Total Variance Explained Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Cumulative Variance % Total % of Variance Cumulative % 2.371 79.025 79.025 2.371 340 11.330 90.355 289 9.645 100.000 Extraction Method: Principal Component Analysis 79.025 79.025 86 Component Matrixa Component DE1 897 DE3 891 DE2 878 Extraction Method: Principal Component Analysis a components extracted CORRELATIONS Correlations Q P C D D Q P C SI BI Pearson Correlation Sig (2-tailed) N Pearson Correlation Sig (2-tailed) N Pearson Correlation Sig (2-tailed) N Pearson Correlation Sig (2-tailed) N Pearson Correlation Sig (2-tailed) N Pearson Correlation Sig (2-tailed) N SI BI PR DE 261** 239** 127 089 -.007 102 356** 200 000 200 001 200 072 200 210 200 921 200 151 200 000 200 261** 454** 290** 326** 244** 202** 557** 000 200 200 000 200 000 200 000 200 000 200 004 200 000 200 239** 454** 202** 328** 363** 331** 519** 001 200 000 200 200 004 200 000 200 000 200 000 200 000 200 127 290** 202** 263** 254** 216** 433** 072 200 000 200 004 200 200 000 200 000 200 002 200 000 200 089 326** 328** 263** 177* 333** 427** 210 200 000 200 000 200 000 200 200 012 200 000 200 000 200 -.007 244** 363** 254** 177* 204** 379** 921 200 000 200 000 200 000 200 012 200 200 004 200 000 200 87 Pearson 102 202** 331** 216** Correlation PR Sig (2-tailed) 151 004 000 002 N 200 200 200 200 Pearson 356** 557** 519** 433** Correlation DE Sig (2-tailed) 000 000 000 000 N 200 200 200 200 ** Correlation is significant at the 0.01 level (2-tailed) * Correlation is significant at the 0.05 level (2-tailed) .333** 204** 425** 000 200 004 200 200 000 200 427** 379** 425** 000 200 000 200 000 200 200 REGRESSION ANALYSIS Model Summaryb Mode R R Square Adjusted R Std Error of Durbinl Square the Estimate Watson a 756 571 555 5515999 2.166 a Predictors: (Constant), Perceived Risk, Design, BrandImage, Convenience, SocialInfluence, Quality, Price b Dependent Variable: Decision Model ANOVAa df Sum of Mean F Sig Squares Square Regression 77.688 11.098 36.476 000b Residual 58.418 192 304 Total 136.106 199 a Dependent Variable: Decision b Predictors: (Constant), Perceived Risk, Design, BrandImage, Convenience, SocialInfluence, Quality, Price 88 Coefficientsa Model Unstandardized Coefficients Standardized t Sig Collinearity Statistics Coefficients B (Constant) Std Error Beta -1.527 347 D 217 055 Q 292 P Tolerance VIF -4.402 000 197 3.933 000 894 1.119 063 263 4.679 000 707 1.414 163 062 155 2.641 009 653 1.531 C 225 062 186 3.612 000 841 1.188 SI 152 060 136 2.549 012 784 1.275 BI 157 054 151 2.879 004 813 1.230 PR 201 057 184 3.523 001 819 1.221 a Dependent Variable: DE T-TEST T-Test by Sex Group Statistics Sex N Male Mean Std Std Error Deviation Mean 106 3.650943 8709079 0845901 94 3.673759 7790242 0803502 DE Female Independent Samples Test Levene's Test t-test for Equality of Means for Equality of Variances F Sig t df Sig (2- Mean Difference Difference taile d) D E Std Error 95% Confidence Interval of the Difference Lower Upper Equal variances assumed 713 399 -.194 198 846 -.0228155 1174527 -.2544342 2088033 89 Equal variances -.196 197.983 845 -.0228155 not 1166689 -.2528887 2072578 assumed T-Test by Age Descriptives DE N From 16-18 Mean Std Std 95% Confidence Deviation Error Interval for Mean Lower Upper Bound Bound Minimum Maximum 42 3.603175 9023850 1392410 3.321972 3.884378 1.6667 5.0000 55 3.460606 8101489 1092405 3.241592 3.679620 1.6667 4.6667 54 3.820988 7202171 0980091 3.624406 4.017569 2.3333 5.0000 49 3.761905 8606630 1229519 3.514693 4.009116 2.0000 5.0000 200 3.661667 8270129 0584786 3.546349 3.776984 1.6667 5.0000 From 19 25 From 26 30 Over 30 Total Test of Homogeneity of Variances DE Levene df1 df2 Sig Statistic 672 196 570 ANOVA DE 90 Sum of df Mean Squares Between Sig Square 4.230 1.410 Within Groups 131.876 196 673 Total 136.106 199 Groups F 2.096 102 T-Test by Income Descriptives DE N Mean Std Std 95% Confidence Deviation Error Interval for Mean Lower Upper Bound Bound Minimum Maximum Under million 45 3.629630 8294522 1236474 3.380435 3.878825 1.6667 5.0000 83 3.646586 8685243 0953329 3.456939 3.836234 1.6667 5.0000 46 3.652174 7917991 1167444 3.417039 3.887309 2.0000 5.0000 26 3.782051 7828285 1535253 3.465860 4.098243 2.0000 5.0000 200 3.661667 8270129 0584786 3.546349 3.776984 1.6667 5.0000 VND From 15 million VND From 15 25 million VND Over 25 million VND Total Test of Homogeneity of Variances DE 91 Levene df1 df2 Sig Statistic 112 196 953 ANOVA DE Sum of df Mean Squares Between Sig Square 446 149 Within Groups 135.660 196 692 Total 136.106 199 Groups F 215 886 92