(Luận văn) factors affecting online impulse buying behavior in fashion products in vietnam

http://dx.doi.org/10.1016/j.sbspro.2015.01.1179 http://www.moit.gov.vn/Images/editor/files/Vn-E-Commerce-Report-2014 COVER TABLE OF CONTENTS LIST OF ABBREVIATIONS LIST OF TABLES LIST OF FIGURES ABSTRACT CHAPTER I: INTRODUCTION 1.1 Research background 1.2 Research objectives 1.3 Research methodology and scope 1.4 Significance of the study 1.5 Structure of the study CHAPTER II: LITERATURE REVIEW 2.1 Impulse Buying 2.1.1 Definition 2.1.2 Classification of impulse buying 2.1.3 Impulse buying model 2.1.3.1 Churchill and Peter (1998) 2.1.3.2 Impulse buying model of urban customers in Vietnam 2.2 Online Impulse Buying 2.3 Factors affecting online impulse buying 2.3.1 Impulsiveness 2.3.2 Electronic word of mouth 2.3.3 Hedonic shopping motivation 2.3.4 Convenience orientation 2.3.5 Sales promotion 2.3.6 Website quality 2.4 Hypothesis & Research Model 2.5 Consumer’s characteristics 2.5.1 Gender 2.5.2 Age 2.5.3 Income Summary CHAPTER III: RESEARCH METHODOLOGY 3.1 Research Process 3.2 Qualitative research 3.3 Quantitative research 3.3.1 Questionnaire 3.3.2 Data collection method 3.3.3 Sample size 3.3.4 Data analysis method 3.3.4.1 Descriptive analysis 3.3.4.2 Reliability analysis 3.3.4.3 Exploratory Factor Analysis (EFA) 3.3.4.4 Multiple regression analysis Summary CHAPTER IV: ANALYSIS RESULTS 4.1 Sample description 4.2 Reliability Analysis 4.3 Exploratory factor analysis 4.3.1 Exploratory Factor Analysis for independent variables 4.3.2 Exploratory Factor Analysis for online impulse buying behavior 4.4 Testing correlations between all constructs 4.5 Testing the research model and the hypotheses 4.6 Influence of gender, age, education and income to online impulse buying behavior 4.6.1 Influence of gender 4.6.2 Influence of age 4.6.3 Influence of education 4.6.4 Influence of income 4.7 Discussions Summary CHAPTER V: CONCLUSIONS AND IMPLICATIONS 5.1 Conclusions 5.2 Managerial implications 5.3 Limitations and future research REFERENCES 64APPENDIX