RESEARCH PROPOSAL Business Research Methods Course TITLE AND ABSTRACT

RESEARCH PROPOSAL Business Research Methods Course Group 15 Instructor Dr Nguyen Hoang Dung Ho Chi Minh City, 22th April 2022 Research proposal – Group 10 LIST OF MEMBER STT HỌ VÀ TÊN MSSV Võ Hoàng Nhi 720k0882 Lâm Thành Phát 720k0980 Châu Nguyễn Hoài Nhi 720k0876 2|Page RESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND 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RESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACT Research proposal – Group 10 TABLE OF CONTENT I TITLE AND ABSTRACT II INTRODUCTION Background and context Objectives of a research proposal Research gaps Research questions Theories and Model Theoretical framework and hypotheses: III METHODS Variables to be measured Study design .10 Sample size 10 Sampling procedure 10 Statistical methods 11 Analyze Data 11 Ethical considerations 12 IV OPERATIONAL PLANNING 12 Time schedule 12 Human resources 13 Questionnaire 14 V APPENDICES 16 3|Page 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RESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACT Research proposal – Group 10 I TITLE AND ABSTRACT Hypothesis: It is hypothesized that information adoption, personalized service, perceived switching risk, and habitual behavior strongly influence the purchase intention of the younger Chinese generation in the online shopping environment Disciplines and Subdisciplines: Generational cohort theory Hypothesis as question: How the information adoption, personalized service, perceived switching risk, and habitual behavior actually affect younger Chinese generation’s attitudes towards online purchasing? Paper title: An integrated model of the younger generation’s online shopping behavior based on empirical evidence gathered from an emerging economy This study aims to propose an integrated model that determines the effects of information adoption, personalized service, perceived switching risk, and habitual behavior of the online purchase intention of the post-90s Chinese generation Findings of this study contribute to the knowledge of current literature in which it extends the generalizability of generational cohort theory in emerging economy (i.e China) and in the fields of marketing and consumer behavior Furthermore, findings of this study also provide implications for business managers making better decisions that provide products and services for younger consumers in China market To understand the shopping behavior of the younger Chinese generation, this study draws on the theoretical foundation of generational cohort theory This study proposes an integrated model that examines the effects of information adoption, personalized service, perceived switching risk, and habitual behavior on purchase intention in the online shopping environment Survey data have been collected from 407 Chinese people that belong to the post-90s generation Structural equation modeling is used to analyze the data Empirical findings show that information adoption, personalized service, and perceived switching risk are the most important predictors of online purchase intention II INTRODUCTION Background and context According to the China E-commerce Research Center, China's Internet users climbed from 731 million in 2016 to 772 million in 2017, accounting for more than 59 4% of the country's population Prior research on China's e-commerce business, on the other hand, has tended to approach Chinese consumers as an ethnically homogeneous group According to media reports, the younger Chinese population takes cell phones, tablets, wireless Internet, and digital media for granted, smoothly merging the online and offline worlds while socializing and shopping Despite the generational differences in China, there is still a scarcity of social science study on the younger Chinese population As a result, researchers and practitioners will benefit from a complete model detailing the factors that influence the younger Chinese generation's 4|Page 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ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACT RESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACT Research proposal – Group 10 online shopping habit Furthermore, earlier studies in the fields of organizational behavior and human resource management have tended to employ generational cohort theory Investigating the online shopping habits of China's younger generation would add to the field of marketing and consumer behavior's generational cohort theory (i.e e-commerce) Furthermore, a scarcity of empirical facts on the consumer behavior of China's younger generation has left corporate managers in the dark when it comes to making decisions in the Chinese market The outcomes of this study will help to improve the quality of China's business policies for Internet commerce As a result, this study uses the theoretical underpinning of generational cohort theory to analyze crucial aspects that influence post-90s Chinese internet shopping behavior Consumers gather a lot of information in the context of e-commerce to lessen product and buy ambiguity in their decision-making process Because information helps customers evaluate and comprehend items, services, and everything else relevant to their buying decisions, it can be considered a significant element in consumer purchase behavior In the online shopping environment, personalized service has been highlighted as a crucial component that drives consumer behavior Consumers and businesses benefit from the convenience, time savings, and cheap transaction costs that come with online shopping Consumers have grown accustomed to online buying as a result of these significant benefits This study provides an integrated approach to increase our understanding of the post-90s Chinese generation's online shopping behavior The impact of information adoption, personalized service, perceived switching risk, and habitual behavior on purchase intention of the generational cohort born after 1990 in China's online environment is also investigated in this study Objectives of a research proposal A research proposal has main objectives ➔ to propose an integrated model that determines the effects of information adoption, personalized service, perceived switching risk, and habitual behavior of the online purchase intention of the post-90s Chinese generation ➔ add to the body of knowledge in the field of marketing and consumer behavior by extending the generalizability of generational cohort theory in emerging economies (e.g., China) ➔ give business managers with implications for making better judgments about products and services for younger consumers in the Chinese market Research gaps Despite the fact that this study was properly conducted, there are a few shortcomings that should be addressed in future research Self-reports were used to collect data for the independent and dependent variables, which could have skewed our results due to the social desirability problem Future study should gather more objective and perhaps less 5|Page 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RESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACT Research proposal – Group 10 biased measures and employ more advanced approaches to deal with common method bias in order to overcome common method bias Research questions ➢ Do the findings of this study provide new and important implications for academic researchers and business managers on e-commerce? ➢ First, does this study use a look at the online shopping behavior of the Chinese generation after the 90s to extend the generational cohort theory? ➢ Second, does this study enrich our understanding of the effects of online information consumption? Do the findings explain the impact of informational factors on consumer decision making? ➢ Third, does the personalization service in the online shopping environment have any effect on online purchasing behavior? ➢ In addition, how is the new perspective on the impact of perceived conversion risk on online purchase intention in this study? ➢ Finally, does this study shed light on the role of habitual behavior in consumer decision-making in the online context? Theories and Model This study focuses on using three main models for analyzing the figure: ➔ Structural model: The structural equation model is used to test the hypotheses Information quality Information usefulness Habitual behavior Information adoption Online purchase intention Perceived switching risk Source Credibility Figure The path coefficient of full model 6|Page Personalized service RESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACT Research proposal – Group 10 Human resources The study conducted by researchers included Van Thac Dang, Jianming Wang, Thinh Truong Vu They will undertake the planning and facilitate the study from the very beginning and assume the following roles: ● Conceptualization: Van Thac Dang ● Data curation: Thinh Truong Vu ● Investigation: Thinh Truong Vu ● Methodology: Jianming Wang ● Supervision: Van Thac Dang ● Validation: Thinh Truong Vu ● Writing – original draft: Van Thac Dang ● Writing – review & editing: Jianming Wang The study also had these participants: ● 407 Chinese university students were the subjects of the survey The students were born after 1990, thus representing the post-90s Chinese generation In addition, the respondents consisted of 116 males (28.5%) and 291 females (71.5%) Approximately 84.8% of the respondents were freshmen, 9.6% were sophomores, 3.7% were juniors, and the remaining 2.0% were seniors Approximately 71.0% of the respondents were 20 years old or below, 26.5% were between 21 and 24 years old, and only 2.5% were between 24 and 28 years old ● expertise language interpreters for the questionnaire 13 | P a g e 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RESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACT Research proposal – Group 10 Table 01 represents the demographic profile of 407 respondents Questionnaire The questionnaire was divided into two parts The first part included several questions on the demographics of the respondents The second part comprised the measures of all constructs of our research model All scales were adapted from prior research A sevenpoint Likert scale anchored from (completely disagree) to (completely agree) was used to measure the model’s variables The questionnaire was designed with a style suitable for the way respondents communicate daily and also contained enough informational variables that can support the theories of the research 14 | P a g e 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RESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACT Research proposal – Group 10 Table 02 lists the questionnaire items used to measure each construct 15 | P a g e 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RESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course.TITLE.AND.ABSTRACTRESEARCH.PROPOSAL.Business.Research.Methods.Course 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