(Tiểu luận) research proposal a study on factors affecting online shoppingbehaviours among students in neu

NATIONAL ECONOMIC UNIVERSITY RESEARCH PROPOSAL A study on Factors Affecting Online Shopping Behaviours among Students in NEU Instructor Group Members Assoc Prof, Dr Phạm Thị Thanh Thùy Vũ Ngọc Linh Trương Thị Ngọc Hà Nguyễn Linh Chi Nguyễn Phạm Thu Nguyên Lâm Bảo Anh Hoàng Minh Quân Class Advanced Finance 64A Hanoi - March 2023 TABLE OF CONTENTS INTRODUCTION I Statement of problem II Scope of study III Significance of study IV Objective of study V Research design Nature of study Nature of data Source of data VI Sample design Nature of the population Sample unit Methods of sampling Size of sample Limitation LITERATURE REVIEW I Introduction II Empirical literature III Conclusion DATA AND METHODOLOGY I Data collection Research Approach Type of research Survey development Sampling method II Data analysis CONCLUSION REFERENCES 2 3 3 3 4 4 4 5 10 12 12 12 12 12 13 13 14 15 INTRODUCTION A customer residing in any nation can enter into a business agreement with a trader operating in any other country of the world in the virtual world of the internet According to this definition, a cross-border purchase occurs when a customer purchases items from an online merchant based anywhere in the globe other than their own nation It is especially important to think about whether to purchase the chosen goods from a web store run by a foreign trader due to the variations in language, legal systems, and occasionally even business traditions Because of the boundless and limitless market that the Internet offers, consumers who choose to make purchases online can so quickly while saving time and energy while doing so from home or their place of employment, and online can also facilitate consumers' purchases with reduced mobility Customers can make an order at any time because they not need to visit the retailer's location and are not constrained by the retailer's business hours The consumer's choice of goods is much wider because they can also be purchased even though they are not often found nearby Also, delivery can be ordered not only to the consumer's residence but also to their place of employment Online offers are simple to compare, allowing customers to purchase goods with the best terms (price, quality, additional discounts) according to their needs Notwithstanding the benefits, it is important to be aware that online purchases can also come with hazards because the contract is concluded without a human meeting and because a customer who is sitting in front of two computers or screens is less likely to think things through before making a purchase This shows up as a double information gap on the goods to be purchased and the trader's identity, respectively Additionally, it is thought to have drawbacks such as occasionally poor customer service, the inability to view or touch a thing before buying, and the required wait period for goods shipping In addition to providing insight into student online purchasing behavior, this study attempts to consolidate the key issues that have emerged from the new online purchase areas I Statement of problem Due to convenience, quick transactions, time savings, appealing sales promotional offers, etc., online shopping of goods—both expensive and inexpensive—is now much more common Customers' expectations of how firms handle customer service, personalize messages, and offer options have changed as a result of the expansion of e-commerce, which has also altered how people shop Notwithstanding these motivating elements, there are a variety of transactional and non-transactional problems such as internet consumers feeling uncomfortable disclosing their credit card details, personal information, etc that serve as deterrents The future of online shopping, however, continues to be positive and hopeful Consequently, the purpose of this study is to investigate how online shoppers feel about their prior purchasing experiences II Scope of study The study is confined to “Online purchase behavior” among NEU students III Significance of study This transformation in shopping is being driven by online shopping Customers no longer need to leave their homes to shop It has fundamentally altered how people purchase by putting the purchasing experience at their fingertips via computers and mobile devices The ability of consumers to shop whenever and from anywhere has had the most impact on internet purchasing They no longer have to wait until store hours to make a purchase IV Objective of study Following are the main objectives of this research: - To examine the impact of e-commerce on consumer behaviors - To investigate the effects of consumer reviews on seller’s attitude - To identify the consumer’s preference when buying online V Research design Research design is the framework of methodologies and procedures selected by researchers to combine diverse research components in a reasonable, logical way in order to effectively address the research challenge Nature of study The nature of this study is descriptive and analytical Nature of data The study is an empirical one mainly based on primary data and also secondary data used for the study Source of data Primary data have been collected by means of discussion and interaction with the respondents The questionnaire was distributed to them for collecting data and secondary data was collected from books, journals, periodicals and websites related to the areas of the study VI Sample design Sample design is a framework, or road map, that serves as the basis for the selection of a survey as a sample and affects many other important aspects of a survey as well The main objective of sampling design is to know the characteristics of the population Nature of the population A questionnaire has been distributed to the students of National Economic University Sample unit Sample unit from students of National Economic University Methods of sampling A simple random sampling technique is adopted in this study Data has been collected using questionnaires, by distribution among students in National Economic University and a sample of students was selected from the finance department Size of sample The size of the sample chosen for the study is 50-100 NEU students Limitation The area of study covers only the students of National Economic University Personal bias of the respondent could influence the authenticity of the data LITERATURE REVIEW I Introduction The Internet is altering the way people purchase goods and services and has quickly become a global phenomenon Rowley Jennifer, (1998) investigated how the internet is becoming a hotspot of advertising, shopping, and economic activity Following this, people’s daily life has slowly switched from the actual physical world to a virtual one According to Li Na and Zhang Ping (2002), online shopping has surpassed e-mail, instant messaging, and web browsing as the third most popular Internet activity E-commerce market research conducted by Metric.vn in the first half of 2022 showed that Vietnamese e-commerce has grown to become the second largest market in South East Asia, after Indonesia According to Statista, the worldwide e-commerce growth rate was 16.24% in 2021 and is expected to reach 24.5% in 2025 With a scale of 16 billion USD, this statistic in Vietnam was more than 20% in 2021 It is expected that ecommerce in Vietnam will expand at a rate of up to 29% by 2025, reaching 39 billion USD According to estimates from the Ministry of Industry and Trade, the number of online shopping consumers for the first time will probably reach 60 million, accounting for 74.8% of Internet users In addition, the number of online consumers is growing even faster than the number of Internet users, suggesting that more Internet users are becoming familiar with shopping online People normally went online to book hotel rooms and purchase tickets for public transports and books, but now they start to buy more offline products such as clothes, food, and cosmetic products II Empirical literature The study of Online Shopping Behavior has been one of the major research agendas in both Marketing Sciences and Information Systems with the rapidly growing ebusiness Out of the many researches in the aforesaid related area, some of the pertinent literature related to this study is discussed here Mohanapriya.S and Anusuya.D, (2014) demonstrated that a wide range of goods and services were sold via websites Goods and services, consumer durables, books, audio, and video cassettes and services like and air tickets could also be purchased online With the wonderful expansion of the internet, online shopping was also on the rise, showing fabulous potential for future growth, as well Upasana Kanchan, Naveen Kumar and Abhishek Gupta (2015) in their article explained that “A Study of Online Purchase Behaviour of Customers in India" Published in ICTACT Journal on Management Studies stated that online shopping Document continues below Discover more from: Tư tưởng Hồ Chí Minh LLTT1101 Đại học Kinh tế… 999+ documents Go to course Bài tập lớn - Cơ cấu 16 kinh tế thời kỳ quá… Tư tưởng Hồ Chí… 100% (28) Phân tích luận điểm 15 Hồ Chí Minh: “Nước… Tư tưởng Hồ Chí… 100% (25) Bộ câu hỏi trắc 40 18 nghiệm Tư tưởng… Tư tưởng Hồ Chí… 100% (19) Tóm tắt mơn học Tư tưởng Hồ Chí Minh Tư tưởng Hồ Chí… 100% (15) BT lớn Tư tưởng Hồ 14 Chí Minh_20212022 Tư tưởng 100% (14) was gaining popularity among people of the young generation.Hồ Those Chí…with higher incomes and higher levels of education were using e-commerce websites more frequently Consumers were reluctant to conduct internet buying because of security worries Trắc nghiệm tư Huseynov and Yıldırım (2014) said that in their article Online shopping has unique tưởng Hồ Chí Minh… characteristics, and also emphasized that the lack of physical 15 interaction tends to be Tư tưởng the critical impediment in online retail sales followed by the privacy of individual 95% (44) information and security of financial transactions over the Internet Demangeot and Hồ Chí… Broderick (2010) also exposed in their research that security and privacy concerns have a stronger effect on behavior in this scenario than perceived ease of use does According to Zuroni & Goh (2012), even if a consumer spends hours online, there is no relationship developed between them and the online store when there is perceived online risk In the study done in India by P UshaVaidehi (2014), it was revealed that male students are more interested in purchasing goods online when compared to female students This study demonstrates that factors including time savings from online shopping, product availability at lower prices, discounts offered by e-retailers, and convenience of payment are the driving forces behind students' increased online buying Nonetheless, both male and female respondents preferred to shop online and had a greater interest in buying books, electronics, and fashion from online retailers Khare and Rakesh (2011), in their study conducted in India on “Antecedents of Online Shopping Behavior in India: An Examination,” found that Indian students’ intention to purchase online is influenced by utilitarian value, attitude toward online shopping, availability of information, and hedonic values Pratminingsih et al (2013), in the study carried out in Indonesia, implied that Satisfaction, trust and commitment were found to have significant impact on student loyalty toward online shopping As per the study conducted in US by Lester et al (2005), locating “hard to find merchandise,” can shop online any time of the day, competitive prices, ability to compare prices, secure site, broad assortment of merchandise, and privacy were among the most important reasons for purchasing merchandise on the Internet Of least importance were avoiding salespeople, tax-free items and fun The students most often identified lack of security in transmitting credit card information, cannot try on merchandise, hassle to return merchandise, cannot see the merchandise, high cost of shipping, and slow delivery time of merchandise as the most important disadvantages of online purchasing A study by Seock and Bailey (2008), on college students of two eastern US universities showed that participants’ shopping orientations were significantly related to their searches for information about and purchases of apparel items online Seven shopping orientation constructs were identified: shopping enjoyment, brand/fashion consciousness, price consciousness, shopping confidence, convenience/time consciousness, in-home shopping tendency and brand/store loyalty According to the study in the US by Sorce et al (2005), younger consumers searched for more products online than did older consumers, but they did not buy more online Younger consumers were more likely to agree that online shopping was more convenient than older consumers Also, if they searched for products online, older consumers were more likely to buy the product online than younger consumers In the study conducted in the US by Xu and Paulins (2005), results showed that there was a strong relationship between students’ attitude and intentions towards shopping online for apparel products The demographic variables internet usage, employment status, and car access had significant influence on students’ attitude toward online shopping for apparel products Students who browsed the internet on a more frequent basis had a more favorable attitude toward shopping online for apparel products than those who browsed the internet less frequently Also, students' past online shopping experiences were shown to have significant influence on their attitudes toward online shopping for apparel products Mummalaneni and Meng (2009), in an exploratory study of young Chinese customers’ online shopping behaviors and service quality perceptions carried out in China, found that young online consumers can be segmented on the basis of their selfrated internet skills and their perception of the challenges involved in online shopping Among the dimensions of E-S- QUAL, statistically significant differences were found on efficiency, system availability and fulfillment, but not on privacy Comegys and Brennan (2003), in their study conducted in the US and Ireland showed almost all college students were found to use the Internet They are an integral part of “Net Generation.” Over three-quarters of them own their own computers A vast majority subscribe to an online service provider All have access to both computers and networks at their respective institutions of higher learning Evidence was gathered to support the fact that college students spend, on average, between to 12 hours per week online While online, they use their computer capabilities for a myriad of activities including doing research, conducting job searches, playing games, getting weather reports, communicating e-mail, accessing banking services, downloading music and computer software, obtaining maps and directions, chatting, and shopping As electronic shopping college students progress through the five stages in the Buyer Decision Process, it was found that their online access played a significant role Chen and Barnes (2007), in their study of college students conducted in Taiwan on “Initial trust and online buyer behavior” in Taiwan, found that perceived usefulness, perceived security, perceived privacy, perceived good reputation, and willingness to customize are the important antecedents to online initial trust It is also discovered that different levels of trust propensity moderate perceptions toward the web site and online with respect to online initial trust, including perceived usefulness, perceived security, perceived privacy, perceived good reputation, and willingness to customize Both online initial trust and familiarity with online purchasing have a positive impact on purchase intention Foucault and Scheufele (2002), in their findings of the study carried out in the US, indicated that previous online purchase, positive social environment, professor support, knowledge of online retailers, and perception that needs will be met online are all predictors of online textbook purchasing Seock and Norton (2007), in the results of their study conducted in the US, revealed three variables, the product information, customer service and navigation factors, were closely related to each other and create a well-defined dimension in representing the students perceptions of their favorite clothing websites These dimensions were fairly well predicted by the following set of independent variables: the product information, navigation, and customer service factors of general clothing website attributes Lighter et al (2002), in a cross-cultural study on Shopping behavior and preferences in e-commerce of Turkish and American university students, revealed online shopping in a country considered less technologically advanced than the USA is still in its infancy Based on this survey, the following guidelines are proposed for the design of e-commerce for use by Turkish university students: Embed the perception of security in e-commerce sites; Provide bidding possibilities for product purchase; Develop technology to provide the perception of physical feelings for products Cowart and Goldsmith (2007), in a study from a sample of 357 US college students, showed that quality consciousness, brand consciousness, fashion consciousness, hedonistic shopping, impulsiveness and brand loyalty were positively correlated with online apparel shopping Price sensitivity was negatively correlated with online spending Comegys et al (2006), from the study conducted in Finland and US by Comegys et al (2006), it was discovered that internet buying has become increasingly common among both the male and female target groups in Finland, and especially more so in the USA The use of the internet as a tool to aid in and contribute to the purchasing process has grown in popularity Although both genders are increasing, it appears that in Finland, males tend to identify more needs online and use the internet more frequently than women for information search and assessment Moreover, online purchase decisions and post-buy behaviors among Finnish males were more frequent In the USA, there was no such gender gap, showing that the online shopping orientation between men and women did not differ significantly Agarwal, (2013) finds the factors in “A study of factors affecting online shopping behavior of consumers in Mumbai region”, that affect online shopping like timesaving, money-saving, no risk in the transaction, ease to choose and compare with other products, and delivery of product on time There have been changes in the methodology for business transactions, with advancements in online shopping Dr Durmaz (2011) in the study titled: “Impact of cultural factors on online shopping behavior” collected the data and showed that while buying goods and services, the majority of people will consider the suitability of their culture, beliefs, and traditions as the most crucial factors In addition, the approval of the environment or friends accounts for 48.6% In this case, the impact of cultural factors means a lot Ruchi Nayyar (2010), in the study of website factors on online shopping buying behavior, found that factors: website design, fulfillment/reliability, privacy/security, and customer service are strong determinants that affect online purchase activity differently Lan Xia, Kent B Monroe, (2009) published a paper about the influence of prepurchase goals on their responses to price promotions Consumers with a pre-purchase goal are more attracted to promotions emphasizing reduced losses while those without a goal respond more favorably toward promotions emphasizing gains Moreover, consumers with and without a pre-purchase goal respond differently to various discount levels Existing research on price promotions has not examined the influence of consumers’ pre-purchase goals This paper brings a new dimension to price promotion research Understanding these variations in pre-purchase goals across consumers will help sellers design more effective promotion programs Kim (2004) projected various barriers affecting e-commerce in the marketplace Such as limited skill in using technology, lack of awareness, high cost of investment, lack of assurance and confidence in using e-commerce, cost of maintenance systems, lack of human skills resources and lack of change of e-commerce, the insufficient infrastructure of e-commerce and small space of e-commerce market is highest barriers factors that not able to popularize this market Li and Zhang’s (2002) taxonomy developed based on their analysis, there are ten impacts of relevant factors on online consumer behaviors These ten factors could be categorized into five independent variables (external environment, demographics, personal characteristics, vendor/service/product characteristics, and website quality) and five dependent variables (attitude toward online shopping, intention to shop online, decision making, online purchasing, and consumer satisfaction) The five independent variables are identified as antecedents, which directly determine attitudes toward online shopping In the antecedents, the vendor/service/product characteristics and website quality directly impact consumer satisfaction The figure clearly shows that the antecedents, attitude, intention, decision-making, and online purchasing are a series of processing stages Consumer satisfaction is separated and occurs at all possible stages depending on the consumer’s involvement during the Internet shopping process, and this two-way relationship could influence each reciprocally Patric Barwise (2001) reported that 99% of e-commerce today is done using PCs either desktops or Laptops For B2B e-commerce this is unlikely to change for B2C ecommerce however, things will be more complex, there will be a wider range of relevant media including interactive digital TV and a range of mobile 51 and wireless service there will be huge differences between different consumers ownership of equipment and access technology Some will have broadband access and others have no digital communication at all Elizabeth Goldsmith and Sue L.T McGregor (2000) analyzed the impact of e-commerce on consumers, public policy, business, and education A discussion of public policy initiatives, research questions, and ideas for future research are given III Conclusion The literature review provided an in-depth insight of the aspects impacting customer behaviors while purchasing online, such as attitude toward online shopping, availability of product information, consumer age, trust, and familiarity Hence proven , consumer behavior is the study of people, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs It is also obvious that e-commerce persuades consumers to purchase online because of the increased product variety, freedom from limits, and accessibility Since we all understand that customers spend more time on social media, particularly Facebook and Instagram, it is advised that e-commerce stores provide more secure 10 websites; which can regulate transaction fraud instances, data infringement, network security, and so on Advertising firms must develop digital marketing techniques to attract more customers by creatively showing product features The findings may not be a comprehensive solution to the topic of how e-commerce is impacting customers because it has several causes as well as various societal and personal impacts, but the research is advised to evaluate the ways in which e-commerce affects consumers Due to the delay in updating information, the factual accuracy of statistics of consumer behaviors, and even the bias of the writers, all information provided in this literature review should be carefully evaluated and compared with other sources to refine knowledge about this concept As a result, future study should be conducted using more scientific information while also improving present information gathering technologies in order to establish the concerns in a complete manner 11 DATA AND METHODOLOGY I Data collection We use seven independent variables (store design, store layout, product shelf presentation, cleanliness, color, music, and lighting), which are also called visual merchandising techniques, and the dependent variable is NEU’s students consuming behavior on e-commerce platforms Because the Likert scale is a continuous scale, reliability tests, factor analyses, correlation, and stepwise linear regression will be considered to run on the data for the study using SPSS Research Approach In our data collection part, we use a quantitative method to collect quantitative data Because using the quantitative approach is structured and statistical as well as provides support so we can draw general conclusions from the research We can quickly measure and quantify the effectiveness of the impact of e-commerce on consumer behavior by employing quantitative data throughout the investigation Type of research We will use secondary research as the main approach to the field Besides, we will use primary data to consolidate our study Survey development For data collection, we will use an online survey and an offline survey through a test paper with only closed-ended questions The questions will be carefully selected and evaluated based on the literature review A detailed questionnaire will be made up of 5-7 sections which can cover every aspect of consumer behavior while making purchases on e-commerce platforms The estimated number of questions is 20-30, which takes about 15-20 minutes for respondents to answer Within two weeks, the poll can be done online using tools like Google Forms The respondents are required to select one option for each question on a highly structured questionnaire that uses a 5-point Likert scale from strongly disagree (=1) to strongly agree (=5) For the offline survey, we will invite NEU’s students to choose the answer by using multiple choices about their experience while purchasing online products About 5-6 questions will be included that take about minutes to complete 12 Sampling method I will choose a sample of approximately 200-300 NEU students The sampling design used will be simple random sampling or systematic sampling by posting on Facebook groups which include almost all NEU students from freshmen to seniors II Data analysis We use seven independent variables (store design, store layout, product shelf presentation, cleanliness, color, music, and lighting), which are also called visual merchandising techniques, and the dependent variable is NEU’s students consuming behavior on e-commerce platforms Because the Likert scale is a continuous scale, reliability tests, factor analyses, correlation, and stepwise linear regression will be considered to run on the data for the study using SPSS CONCLUSION The report title “A study on Factors Affecting Online Shopping Behaviors among Students in NEU” The study's primary goals were to discover the critical variables 13 influencing NEU students' online buying behavior and to gauge student satisfaction We learned from the survey that internet shopping is growing more and more common for the number of reasons We can observe that a wide range of factors affect students' purchasing decisions Pie charts, graphs, and percentage analyses are the techniques that are employed Convenience is the main motivator for internet purchases The results showed that customers' attitudes toward adopting online purchases might be influenced by perceived perceptions of the marketing mix and reputation, and that online merchants' findings could help consumers better understand their expectations and the factors that influence their behavior Online merchants would have a better competitive advantage by formulating and implementing their e-business plan quickly and effectively if they understood the major factors that may affect online consumers' attitudes regarding making purchases online REFERENCES Books referred ● Marketing, Philip, A Vinod ● Business research Methodology , L R Potty, 2018-19 Journals 14 ● Sreelakshmi.T.S, (2021); “A Study on Online Purchase Behavior among Students with Reference to Christ College ” ● Vilasini Jadhav, Monica Khanna, (2016), “Factors Influencing Online Buying Behavior of College Students: A Qualitative Analysis” ● Jasmine Joshi, (2022), “A Study on Consumer Behavior Towards Online Shopping with Special Reference to Age Group” ● Chatterjee and Ghosal, (2018); International Journal of Scientific Research and Engineering Studies (IJSRES), A study of E-commerce in India and its perspective ● Agarwal, (2017); “A study of factors affecting online shopping behavior of consumers in Mumbai region”, ● Dahiya Richa (2019); - International journal of engineering and management, 2019 - academia.edu; Impact of demographic factors of consumers on online shopping behavior: A study of consumers in India ● Ruchi Nayyar (2015); To study the impact of website factors on consumer online buying behavior in India 2(1), pp.3-15 ● Lan Xia, Kent B Monroe, (2009); Effects of Consumers’ Efforts on Price and Promotion Fairness Perceptions ● Kim (2004); Predicting Online Purchase Intentions for Clothing Products European Journal of Marketing, [online] Available at: ● Li and Zhang’s (2002); International Journal of Electronic Commerce, 2002 Consumer Online Shopping Attitudes & Behavior [online] Available at: ● Elizabeth Goldsmith and Sue L.T McGregor (2000); E‐commerce: consumer protection issues and implications for research and education [online] Available at: [Accessed 26 March 2021] ● Rowley, J., “Internet food retailing: the UK in context,” British Food journal, 100(2), 1998, 85-95 Websites ● https://vietnamnet.vn/viet-nam-co-the-cham-moc-60-trieu-nguoi-mua-hangtruc-tuyen-i419843.html ● https://subiz.com.vn/blog/thuong-mai-dien-tu-viet-nam.html 15