Factors affecting online purchase decision of customer on Facebook fan page

Khóa luận tốt nghiệp ngành Tiếng Anh Thương Mại, nên ngôn ngữ được sử dụng trong đề tài này hoàn toàn bằng tiếng Anh. Luận văn hoàn chỉnh chất lượng cao gồm 5 chương, có bảng câu hỏi khảo sát bằng tiếng Anh và tiếng VIệt.

INTRODUCTION

RESEARCH RATIONALE

In recent years, the speed of development of technology and Internet infrastructure in Vietnam has always led the Asian region, especially from 2000- 2010, the growth rate has always reached over 20% In 2019, Vietnam's population reached approximately 97 million, with more than 68 million internet user, accounting for 70%

Figure 1.1: Statistics of internet usage in Vietnam on Nov 21, 2019

(Source: https://vnetwork.vn/news/cac-so-lieu-thong-ke-internet-viet-nam-2019)

According to Vietnam Internet statistics 2019, Vietnamese users spent an average of 6 hours 42 minutes a day participating in Internet-related activities The report also mentioned that Vietnamese users spent an average of 2 hours and 32 minutes on social networks, 2 hours and 31 minutes to watch streaming or online videos

Figure 1.2: Statistics of Frequency of internet users in Vietnam 2019

In 2019, the social network was still growing with 62 million users (accounting for 64% of Vietnam's population, up to 7% compared to 2018) The number of accounts using social networks on mobile also increased by 16% compared to last year It cannot be deny that social media is a popular communication tool for almost all businesses in Vietnam

Figure 1.3: The proportion of people interacting on social networks in Vietnam

Facebook, a constantly evolving platform, dominates social networking, ranking third in global website traffic (after Google and YouTube) with an extensive reach and active user base.

Moreover, in Vietnam, Facebook is also a widely popular platform for sales and services similar to other countries in the world, this field is being strongly developed on Facebook Vietnam ranks 7th among the countries with the highest number of Facebook users As of May 2019, there were 57.43% of Facebook users in Vietnam, mostly from 18 to 34 years old, with 52% of male

With such astonishing figures, it can be seen that the Facebook is gradually becoming a popular and indispensable medium in Vietnamese society People use the Facebook not only for entertainment purposes, but an increasing number of people use it for shopping These factors are great conditions for businesses and companies to take advantage of to bring their products and services closer to the people, which are their important consumers

The Internet is a great and sustainable long-term marketing channel for businesses If companies in Vietnam optimize their approach to consumers via the Internet, they can achieve great success in their product marketing strategies, because of the number of people using the Internet in Vietnam up to 30.8 million people (accounting for 34% of the total population) Using the Internet to implement marketing strategies is the smart and thrifty strategy of large corporations

Viettien Garment Company is a big brand of Vietnam, which is also in the process of building itself a place in the hearts of Vietnamese consumers, building a brand is a very necessary thing The company currently has many different sales distribution channels such as markets, supermarkets, stores, e-commerce channels like Shopee, Lazada, Sendo, Sales Websites, Fan Pages

Viettien's mid-range menswear line has performed well in the domestic market, making it a target product for the Viettien FFP marketing strategy However, each Fan Page employs distinct marketing tactics to entice buyers Identifying the key factors influencing online Viettien shirt purchases through the customer Fan Page will enable businesses to develop targeted and effective marketing strategies, leading to the current study's focus on "Factors Affecting Online Purchase Decision Of Customers On Facebook Fan Page: A Study Of “Viettien Shirt”."

EMPIRICAL RESEARCH MODELS RELATED TO FACTORS AFFECTING

Studies related to Customer's purchasing decisions have been conducted around the world but minimal work has been studied about purchasing behavior through social networking sites A common topic in the research of online purchasing decisions now indicates that online stores are an important and visible representation of the new economy (van der Heijden and Verhagen, 2002)

Therefore, online purchase is becoming a popular way of shopping (van der Heijden et al., 2003)

One of central themes in previous research about online purchase decisions is trust The importance of trust in the online environment with respect to past- purchase and intention to purchase in e-commerce is investigated by Weisberg, Te’eni and Arman (2011) Technology and trust are identified as two types of issues that affect consumers’ online purchases decisions (Van der Heijden et al (2003))

To mitigate the uncertainty of online shopping, where the physical storefront is replaced by an impersonal IT system, the website and social media presence of firms become crucial Consumers rely on these online spaces to assess the credibility and trustworthiness of the business, as they form the sole representation of the company in the absence of physical interaction Trust is thus a paramount consideration for consumers in making their purchase choices.

Social Networking: In the past several years, social networking sites have engaged tens of millions of internet users because it has transferred from a basic tool for collaborative creations and sharing of content, to becoming an important part of the media landscape (Singh et al., 2012) Social networking had been defined as allowing individuals to construct a public or semi-public profile within a bounded system, articulate a list of other users with whom they share a connection, and view and traverse their list of connections and those made by others within the system (Boyd and Ellison, 2007) There have been many social networking sites over the years, Friendster, Orkut, Mixi, Hi5, Bebo, LinkedIn, Twitter and Facebook became popular in the world, all varying in degrees of information and communication tools incorporated such as mobile connectivity, blogging and photo/video sharing (Boyd and Ellison, 2007; Singh et al., 2012; Boyd, 2007)

Social networking extends beyond personal use to connect businesses to clients through prospective profile screening and video conference interviews In a research, MacMillan, 2009, confirmed that social networking sites such as

With the integration of e-commerce capabilities, Facebook is poised to become a prominent platform for online shopping This shift is expected to attract new users due to the convenience and accessibility offered by social e-shopping Research suggests favorable consumer attitudes towards social networking sites for purchasing and reviewing products, contributing to the surge in social e-shopping Studies indicate that the use of social networking sites for business and personal purposes varies across countries, highlighting the need for targeted strategies to engage users effectively.

Facebook: A prominent issue in the past decade, from growing academic research, Facebook has become popular and increasingly trusted by many users

Facebook users have acknowledged that they trust this site and are willing to share more information on other social networking sites such as MySpace (Dwyer et al., 2007) Recognition of trust from users is an important factor for consumers when using social plug-ins, such as reading reviews and posting comments The typical Facebooker is approaching adulthood and is between the ages of 18 and 24

Consumers in this segment are seeking independence, thinking that colleagues have a more prominent role in their lives than their families Therefore, Bumgarner (2007) determined that this segment of people is relying on their network of friends for support, to take on the role of their surrogate family, so they use Facebook a lot

In 2012, only 48% of users were categorized in this age bracket, thus Facebook’s age group appeal is widening More recently, Nelson-Field et al (2012) had recognized Facebook's potential to reach a third of the world's population, and so Facebook is becoming an increasingly important tool for marketers Bujega (2006) pointed out that consumers have accepted and praised Facebook for the level of control they have as an individual, but this is a huge advantage for marketers and advertisers in the understanding consumer psychology and purchase habits they used to have Consequently, it is becoming increasingly important, for research to gain deeper insights into Facebook, for marketing managers Ellison, Steinfeld and Lampe (2007) examined the relationship between the use of Facebook and the formation and maintenance of networks within and between Facebook They clearly identified that using Facebook helps to build networks in both online and offline contexts In their research, Bumgarner (2007) and Park, Kee and Valenzuela (2009) found that the main reason for using Facebook was to keep in touch with old friends and strengthen relationships that were formed offline However, among college students, Facebook uses it to facilitate gossip and discussion, highlighting the importance of word of mouth for businesses that use Facebook Facebook has become a platform where consumers can present their own views about products, life and what's on their minds Poynter (2008) identified Facebook as changing traditional practices by using interactions, such as Facebook polling polls - a simple tool for marketers to collect answers quickly for simple questions Companies and researchers can create a question, specify a sample size, pay a small fee, and have the result appear in their Facebook account a few hours later This recognizes the potential of Facebook, to reach consumers and Facebook is a tool for companies

The development of activity between users on Facebook and the power of social relationships over time has been studied by Viswanath, Mislove, Cha and Gummad (2009) More recently, Nelson-Field et al (2012) investigated the reach of

Facebook plays a crucial role as a communication platform for brands, as heavy buyers often engage as "fans" on business pages The introduction of the Newsfeed in 2006 enhanced privacy settings, increasing user trust Facebook Connect, launched in 2008, allows retailers to integrate a Facebook login on their websites, facilitating social shopping By 2009, 43% of online retailers had adopted Facebook Connect, demonstrating its value for businesses looking to leverage Facebook's vast user base.

These comments and images may appear months later when friends are looking for similar information and thus this Facebook feedback continues to affect friends in their buying environment Facebook Connect also displays the Facebook profile image of Facebook users who have visited your website and friends

Facebook Connect makes e-commerce like shopping by traditional means

Consumers feel like they still go to the mall with their friends thanks to this social plugin, because they can comment, like and share their opinions about the products

The effect of a Facebook feature was discovered by Tong, Van Der Heide, Langwell and Walther (2008); The authors had found that relationships between the number of friends and others’ perceive social attraction Back et al (2010) had based on this series of thoughts to study whether Facebook profiles really reflect the exact impression of the profile owner It had been determined that Facebook profiles are consistent with the theory of long life, that consumers use social networking sites to convey their true personalities (Back et al., 2010) Therefore, Facebook is a platform where consumers show and convey their true personalities and this is why it is such a popular platform MacMillan (2009) notes that Facebook lacks online payment options but is in the process of getting a PayPal help This will allow Facebook to charge merchants for transactions made within the network and will provide revenue streams based on the mix of retail and social media

REASEARCH OBJECTIVES

The purpose of this study is to identify the influencing factors on purchasing online customer decision to Facebook Fan Page toward Viettien Shirt in order to help businessmen reevaluate their online marketing strategy

RESEARCH OBJECTS AND SCOPE

The objects of this thesis are Viettien shirt, Facebook Fan Page of Viettien Shirts, consumers’ online purchase decision, factors influencing online purchase decision of customers on FFP of Viettien Shirts With such research objects, the scopes of this thesis are as follows:

➢ Scope of time: The thesis is conducted in five months from January 2020 to May of the same year Most of the secondary data is collected within the period of more than one year from November 2018 to April 2020 to provide an overview of the factors affecting online purchase decision of consumers on Facebook Fan Page of Viettien shirt

➢ Scope of customers: Since this study focuses on Viettien shirt Fan Page, this thesis collects information from random customers of Viettien shirt Fan Page.

RESEARCH QUESTIONS

This study serves to find answers for the following questions:

➢ Which factors influence on online purchase decision of customers on Facebook Fan Page of Viettien Shirt?

➢ To what extent does each factor affect online buying decision of customers on Facebook Fan Page toward Viettien Shirt?

➢ What are recommendations for the current online marketing strategy on Facebook Fan Page of Viettien Shirt?

RESEARCH METHODOLOGY

To establish a solid theoretical foundation, the research employed a combination of quantitative and qualitative methods Initially, secondary data was gathered from various sources, including books, newspapers, the internet, and related websites, using quantitative techniques This data formation served as the cornerstone for the thesis' theoretical framework.

There upon, the author implements a pilot experiment of the questionnaire survey to receive feedback and opinions to improve the measurement scales as well as the questionnaires After the construction of the official research model and questionnaires, the author proceeds to survey consumers and analyze the collected

SIGNIFICANCE Error! Bookmark not defined

With the surge in online shoppers through Facebook Fan Pages (FFP), businesses face intense competition To gain a competitive advantage, businesses must effectively entice customers through their FFPs By analyzing factors influencing consumer purchasing decisions, businesses selling Vietnamese shirts via FFP can develop strategic online marketing campaigns targeting their Fan Page followers, maximizing their sales potential.

LITERATURE REVIEW

OVERVIEW OF CUSTOMER, ONLINE PURCHASE DECISION AND

2.1.1 DEFINITION, CLASSIFICATION AND CHARACTERISTICS OF CUSTOMER

In general, a customer is a person or company that receives, consumes or buys a product or service and can choose between different goods and suppliers

The main goal of all commercial enterprises is to attract customers or clients, and make them purchase what they have on sale They also try to encourage them to keep coming back

From an economic perspective, Allison Tanner, A customer is any person or organization who might have interest in buying, or has bought, products or services from a company

When a customer buys something, the seller immediately focuses on the next one

Customers are often also consumers In other words, they are often the ultimate users The terms ‘customers’ and ‘consumers’ mean the same thing if the person who buys something is also consumes or uses it

Customers, unlike vendors or resellers, are usually (but not always) the end users of any good or service that they have paid for

Even though the two terms are very similar, there is a basic difference

Customers are human beings, companies, or entities that purchase goods and services

As soon as customers consume what they purchased, they are also consumers For us to class anybody as the consumers, there must be some consumption or usage

Customers play a significant role in any business To understand customers’ behavior and to better allocate resources to different customers to generate the highest profit, it is necessary to be able to identify and segment different types of customers By better understanding the different types of customers, businesses can be better equipped to develop successful strategies In the retail industry, customers can be segmented into five main types:

➢ Loyal customers: Customers that make up a minority of the customer base but generate a large portion of sales Loyal customers are the most important segment to appease and should be top-of-mind for any company This type of customers generally represents no more than 20% of a company’s customer base but contributes the majority of sales revenue Loyal customers, as the name implies, are loyal and value a product heavily In addition, loyal customers are likely to recommend the company’s products to other people

Involving loyal customers in a company's decision-making process is crucial for growth Their input and feedback should be actively sought to enhance the customer experience and build stronger relationships By prioritizing customer loyalty, organizations can gain valuable insights that drive product development, service offerings, and marketing strategies.

➢ Impulse customers: Customers that do not have a specific product in mind and purchase goods when it seems good at the time Impulse customers are the best customers to upsell to and are the second most attractive segment (after loyal customers) to focus on Impulse customers do not have a specific shopping list in mind and purchase products spontaneously In addition, impulse customers are typically receptive to recommendations on products

Impulse customers are second to loyal customers in the generation of sales revenue Keeping these customers in the loop on new product offerings goes a long way in improving a company’s profitability

➢ Discount customers: Customers that shop frequently but bases buying decision primarily on markdowns Discount customers play an important role in turning over a company’s inventory Therefore, discount customers are a key contributor to a company’s cash flow This type of customer seldom purchases products at full price and shops around for the best markdowns

Discount customers are resilient to upselling, are usually the least loyal segment of customers, and generally move on when better markdowns are available

➢ Need-based customers: Customers with the intention of buying a specific product Need-based customers are driven by a specific need In other words, they enter the store quickly, purchase what they need, and leave These customers buy for a specific need or occasion and are hard to upsell It is important to note that need-based customers can be easily drawn to other businesses

Therefore, it is important to initiate positive personal interaction with this customer segment in order to retain them Converting need-based customers to loyal customers is attainable with proper positive personal interactions

➢ Wandering customers: Customers that are not sure of what they want to buy Wandering customers draw the largest amount of traffic to the company while making up the smallest percentage of sales revenue They have no specific need or desire in mind and are attracted by the location of the business more than anything else These customers enjoy the social interaction of the shopping experience

Therefore, spending too much time trying to appease this segment can draw away the more profitable segments Although this segment generates the least amount of sales revenue, providing insightful information about products to these customers can stimulate interest and ultimately result in a purchase

➢ Customers reign supreme They control the experience they want; they research, explore, and share

➢ Customers are ALWAYS connected 24 hours a day, 7 days a week, on any internet-enabled device 77% of Americans own a smartphone today, compared to 35% in 2011

➢ Customers expect personal interactions 87% of customers believe brands could deliver more consistent experience

➢ Customers compare, and compare, and compare They look at products they’re interested in across multiple channels and devices, and it’s likely any brand- owned channels are the last place they look

➢ Customers trust word-of-mouth over brands 70% of consumers trust online recommendations more than brand statements

➢ Customers think in terms of “I want it now.” They expect to be able to get everything right away 64% of customers expect real-time service regardless of the channel they use

➢ Customers are highly opinionated They’re ready to talk to anyone about a good or bad experience Customers are 3x more likely to recommend a brand after they’ve had a positive interaction with them

OVERVIEW OF VIETTIEN SHIRT AND VIETTIEN SHIRT FACEBOOK FANPAGE

Viettien Shirt is one of the famous products produced by Viettien Garment Corporation (VTEC) with its headquarters located at 7 Le Minh Xuan, Tan Binh District, Ho Chi Minh City VTEC is running based on system standards like Quality management system according to ISO 9001 - 2015 standard, certificate No

38111312004, issued by Intertek, SA 8000 certificate, certificate: SA 591551, issued by BSI WRAP, certificate 4118, issued by WRAP and 5S good practice standards

VTEC with a long history of forming has experienced many important milestones Pacific engineering company, which is a private factory of Chinese previously renamed garment factory Viettien meaning Vietnam forward in 1976 with the original function is to produce protection goods for the domestic market

The products made are highly appreciated by the Soviet Union Some years later, a series of Viet Tien's subsidiaries, such as Tay Do Garment Joint Stock Company, located in Can Tho, was the first member company of Viettien founded in 1989, specializing in shirt production, trousers of all kinds, in 1990 Dong Tien Joint Stock Company was born in the year, specialized in manufacturing jackets, pants of all kinds to the markets of the United States, Japan, Canada, Taiwan On February

24, 1990, Ministry of Industry and Trade has decided to upgrade Viettien from the Enterprise to Viettien Garment Company, marking an important turning point In 1991, a joint venture enterprise producing PE cotton sheets (Golden - Vtec) was established, Viettien - Tung Shing Business Cooperation Store was established in supplying and installing equipment for sew industry A year later, Viet Duong embroidery joint venture was formed In 1993, the Joint Venture Company produced Viet Thuan Plastic Button, EVC Hanoi Cotton Production and Trading Joint Stock Company, and Viet Tien Branch in Hanoi M&S VTEC Enterprise was established in 1994, specializing in providing customs declaration services, import and export procedures, freight forwarding at home and abroad, Tien Tien Garment Joint Stock Company, established in the US Tho, Tien Giang is a new milestone in the development of Viet Tien's joint venture, specializing in manufacturing all kinds of Fashionable women's clothing, and Viet Tien - Clipsal Business Cooperation Store was established A year later, Viet Hong Export Garment Co., Ltd was established in Ben Tre, specializing in manufacturing jackets and sport suits of all kinds Mex Viet Phat Co., Ltd was established, Visoni woolen textile enterprise was formed

Viettien stands out as a trailblazer in the industry By partnering with international clients, the company has pioneered the manufacturing of FOB products, unlocking significant value creation This innovative approach generates superior revenue and profitability compared to garment factories that continue to grapple with production challenges.

Thanks to the diversification of products, Viettien has expanded its export markets to Germany, Canada, Czech, Slovakia

The Viettien branded shirts started to penetrate the domestic market This is a golden milestone that opens a new turning point for Viet Tien The origin of the shirts branded "Viettien" that day with its development process has created reputation and reputation for Viet Tien today

In 2001, Viet Hung Joint Stock Company was established in District 12, specializing in manufacturing men's and women's shirts Especially, during the development process, May Viet Hung inherits Viet Tien's humanistic tradition, has received training for disabled workers, and created conditions for them to work in the factory, with appropriate assignment and support They are maximum in labor

Two years later, Tien Thuan Garment Co., Ltd was established in Ninh Thuan, specializing in sewing jackets and sportswear of famous brands, especially Adidas

2004: Thuan Tien Garment Co., Ltd was born on the south central strip of land, Binh Thuan province, specialized in manufacturing shirts of all kinds In 2005, Viet Thinh Garment Joint Stock Company was established in Tan Phu District, specializing in manufacturing Jackets, sportswear, casual pants, khaki, veston and women's fashion and is also a unit with much experience in tailoring training for workers Thu Duc Mechanical Joint Stock Company was established in Thu Duc district, Ho Chi Minh City, specializing in manufacturing and processing all kinds of equipment, tools, spare parts for textile industry Cong Tien Garment Joint Stock Company was established in 2006 in Tien Giang, specializing in sewing sports goods of all kinds Also in this year, Nam Thien Co., Ltd was established in Ho Chi Minh City, specializing in sewing sports goods of all kinds and Vinh Tien Garment Joint Stock Company in Vinh Long formed, specializing in manufacturing jackets and sport sets of all kinds Year

2007, Viettien - Dong A Company was established in Nhon Trach - Dong Nai, with the business of industrial real estate, industrial & civil construction, industrial zone infrastructure investment In parallel with the link of forming a series of subsidiaries, the Integration and development phase is also the beginning of the period of brand development and domestic distribution channel April 2006: TT-up brand - a high-end fashion line for women was born And then, in 2008, the brand was San Sciaro and Manhattan - high-end fashion line for men

The name Viettien now is not merely a brand but also a belief for Vietnamese consumers in particular and the world in general This period is a comprehensive development of facilities, human resources Strengthening governance, investing heavily in improving working conditions and working environments: factories, cafeterias, mall, hospital, health, community activities Restructuring period from the apparatus of a department and factory is also the period Viettien invested heavily in the use of modern specialized machinery and equipment and applied advanced technology, especially LEAN technology This is a technology that makes a breakthrough in increasing labor productivity for Viettien By 2015, all units in Viettien system have implemented LEAN technology

In 2008, a fashion label limited company was established in Binh An Textile Industrial Zone, Di An District, Binh Duong Province, specializing in the production of various types of woven labels Two years later, VIET TIEN MEKO CO., LTD was established in O Mon district, Can Tho established, specializing in manufacturing blankets, sheets, pillows In 2013, the fashion design center was officially inaugurated and put into operation with a total area of over 18,000m2, in Hoc Mon, Ho Chi Minh City to implement the strategy of expanding the brand and diversifying categories Products in the domestic market and prepare for work in the form of ODM Viet Tien in this period continued to produce a series of prestigious brands: 2009 was the birth of Viettien Smart Casual brand with product lines for men in relaxing environments; Vietlong branch brand in 2010, Camellia brand in 2012 with product lines of blankets, sheets, pillows and brand Viettien kids - a range of children's clothing products was born in 2016 Constantly improving with the desire to bring customers the best experience, from January 2016, Viet Tien introduces a new face with Viettien House store system in the Vietnamese market

Nestled in urban hubs, Viettien House captivates with its distinctive and inviting aesthetic Defined by large, transparent windows and a vibrant green brand hue, the store's façade draws in the attention of passersby Inside, the space showcases the latest collections from its diverse product lines, catering to both professional and casual environments.

The space inside the store is airy and eye-catching, highlighting the direct interaction with buyers The separate display areas with minimalist decorative and installation details highlight fashion collections, providing interesting experiences for customers

2.2.2 THE FACEBOOK FANPAGE OF VIETTIEN SHIRTS:

Viettien currently has about 1,400 stores in most of the provinces and big cities in Vietnam Regarding online market, there have been some websites introducing Viettien's Garments such as www.viettien.com.vn; www dailyviettien.com.vn and many shop owners post and sell Viettien products on e- commerce platforms such as Shopee, Lazada, Tiki, Sendo Social Media and Facebook channels are used by many businesses as an effective product introduction and sales channel such as Viettien Estore fanpage (2019) with 500 likes, Viettien (2016) introduces all Viettien products such as Skecher shoes, shirts, pants, tie, with 318 thousand likes; Genuine Viettien shirts (2019) only focus on Viettien Shirts with more than 500 likes

Genuine Viettien Shirts launched their Facebook Fan Page in late 2018, featuring a user-friendly interface showcasing images of young men in crisp white shirts Accessible on various devices including computers, smartphones, and tablets, the page offers seamless communication channels for customers to directly contact the brand via phone, message, or comments on posts.

Figure 2.1: The home page of Viettien Shirts on FFP

THEORETICAL MODELS OF DECISION MAKING

Decision-making models are structured models which show the process that decision makers follow The starts are the classification of the problem by choosing a set of following actions (Simon, 1960; Mintzberg, Raisinghani and Theoret, 1976;

Holtzman, 1989; Papamichail and Robertson, 2003) Preliminary literature in this area has considered decision making as being a sequential process, first represented by Simon (1960), emphasizing the structure and steps Others, on the other hand, believed in a completely anarchic process, where there is no structure or steps that are followed in a particular order (Langley et al., 1995) In fact, “the phases overlap and blend together, with frequent looping back to earlier stages as more is learned about the problem” (Shim et al., 2002) However, other studies have tried to be a midpoint by combining the sequential steps with a number of dynamic factors

Some of the most influential models of decision making can be broadly divided into sequential and non-sequential models

2.3.1 SEQUENTIAL MODELS OF DECISION MAKING

Simon's decision-making model is a challenging framework to the economic assumption of perfect information and optimal decision-making It introduces three distinct stages in the process: intelligence, design, and choice Intelligence refers to the collection of relevant information, design involves the generation of potential solutions, and choice encompasses the selection of the preferred alternative This model acknowledges the cognitive limitations of decision-makers, recognizing their limited knowledge and the rationality of bounded rationality.

Figure 2.5: Simon’s model of decision making (1960)

Decision-making entails distinct activities: intelligence (problem identification and information gathering), design (alternative generation and evaluation), and choice (alternative selection) Herbert Simon's model conceives decision-making as a cognitive process with sequential steps Intelligence focuses on problem recognition, design involves alternative development and analysis, while choice entails evaluating and choosing among alternatives Simon's model, emphasizing the cognitive nature of decision-making, has become the foundation for numerous decision-making models in contemporary research.

Keeney’s model: Another important decision-making model is the four- stage model of Keeney (1982) The stages are: structure the decision problem (generation of alternatives and specification of objectives), assess possible impacts of each alternative, determine preferences (values) of decision makers, and evaluate and compare alternatives This model depicts the anticipated complexities at each stage One of the advantages of the model is that it takes into account the individual preferences of decision makers The inter-relation of constructs is also more developed than in Simon’s model

Figure 2.6: Four-stage decision-making model of Keeney

Holtzman’s model: Holtzman (1989) introduced a model that has become one of the most commonly used in decision making It consists of phases of decision analysis, namely, formulate, evaluate and appraise “A consultation begins with a real decision situation and ends with a commitment to a real action The insight necessary for action is generated by formulating and evaluating a sequence of increasingly refined decision models and as well as appraising the resulting recommendations” (Regan and Holtzman, 1995) In the first stage, the decision maker should formulate a decision-making model that reflects the decision-making problem and consists of objectives and alternatives That means that alternatives are formulated and objectives and criteria are articulated The consequences of each alternative are assessed in the evaluation stage and one alternative which is more promising is chosen In the last stage, the resulting recommendations are appraised (Holtzman, 1989; French, Maule and Papamichail, 2009) If the chosen alternative is not satisfying the decision problem will be refined and the cycle will start again to include other alternatives or to repeat the evaluation stage

Shim’s model: Based on the model of Simon, Shim et al (2002) introduced similar conventional decision-making process model for Decision Support Systems (DSS) Although developed for the DSS environment, it is a detailed model of decision making that has been more widely applied First the problem is recognized, and then it is defined so that a model can be created Alternative solutions are generated and the model is developed based on the problem definition to analyze the various alternatives The choice is made and finally implemented

Figure 2.8: Shim et al.’s (2002) models of DSS decision-making process

2.3.2 NON-SEQUENTIAL MODELS OF DECISION MAKING

Other research has introduced non-sequential models The main non- sequential models in decision science are reviewed in this section

Mintzberg’s model: The Mintzberg model was one of the first models to change sequential decision-making processes This process is repeated "instead of just proceeding as the linear opening of the sequence of decomposing phases" It challenged earlier models to be divided into a "series of simple, programmed steps"

Decision-making involves three stages: intelligence (identifying the problem), design (developing solutions), and choice (selecting a solution) Mintzberg's model, based on Simon's work, emphasizes these stages as essential for problem-solving The identification phase entails recognizing the problem and gathering information, while the development phase involves searching for solutions and designing customized options The selection phase focuses on evaluating and choosing the best solution These phases incorporate various routines, such as decision recognition, diagnosis, search, and design, which shape the decision-making process.

The selection phase is “a multistage, iterative process, involving progressively deepening investigation of alternatives” It is the last phase in decision making, but most decisions have a number of selection phases as at least one is required for each sub-decision It has three routines: screen, evaluation-choice, and authorization; these are almost equivalent to the criteria development, evaluation of consequences of alternatives, and choice in other literature Screening shortlists a large number of ready-made alternatives to a few feasible ones; evaluation-choice examines the shortlisted alternatives and selects one; authorization is when the decision maker does not have the authority to take actions, which is not the case in consumer research Mintzberg believes that judgment happens at the evaluation-choice stage which is a process in the mind of the decision maker and cannot be explained

Papamichail and Robertson’s model: D2P (decision for decision support in processes) is a non-sequential process model that was introduced by Papamichail and Robertson (2003), is based on the model of Holtzman (1989) Its advantage is in gathering more information on decision actors, their roles, activities and the way they follow the process, and also on the data that has been exchanged as the decision process proceeds The “doing” stage in this model represents the implementation part Actors become aware of a decision problem and the D2P is instantiated Formulating is related to the formulation of alternatives and criteria, based on actors’ backgrounds, experiences and predefined goals Based on individual differences the formulation phase will be different It is at this stage that actors search and filter information The alternatives and criteria are then passed to the appraising phase to be reviewed The feasibility and superiority of the alternatives are examined Decision makers might reformulate the decision model or reassess the alternatives at the evaluation stage If they are satisfied with formulation/or evaluation, then they will take action; if not, they might instantiate the decision process At the evaluation stage, a framework for evaluation of alternatives is created and the consequences of each alternative are assessed (Papamichail and Robertson, 2003; 2008)

Figure 2.10: Papamichail and Robertson’s model

Hall's model expands on Simon's by incorporating more detail, separating merged stages of decision-making The initial classification stage determines problem familiarity, influencing problem definition and action planning Despite Hall's focus on familiarity, other factors (e.g., decision importance, risk) also shape problem definition In the design phase, alternatives are generated, assessed, and ranked The choice stage involves analyzing and comparing alternatives to reach a decision Information gathering can prompt revisions to classification and definition, highlighting the dynamic relationship between problem definition and information search This reflects the consumers' initial mental model, guiding problem classification and definition before action and potential adjustments made during the search process.

Figure 2.11: Hall’s adaptation of Simon’s model

METHODOLOGY

RESEARCH APPROACH AND PROCESS

The DCOVA model (stands for Definding, Collecting, Organizing, Visualizing, Analyzing) is used as the first step of qualitative research, then a number of customers who have been using Viettien Shirts are piloted face – to – face interview Based on the findings of previous research, the attributes, observed variables as well as dependent variable for the official proposed model are ultimately presented

A comprehensive survey was conducted using a 5-point Likert scale to measure the degree of agreement among respondents on the influence of various factors on consumers' purchase decisions towards Viettien Shirts The scale ranged from "Total Disagree" (1 point) to "Total Agree" (5 points) The survey assessed the impact of key elements on respondents' purchasing behaviors, enabling researchers to gain insights into the factors that drive customer choices for FFP of Viettien Shirts.

Quantitative research is conducted as soon as the question is modified at the end of the qualitative research After that, a direct customer survey toward the FFP of Viettien Shirts was carried out and the online survey sample was also sent via social networks Survey data collection was conducted in March 2020

The author then proceeded to select the appropriate samples and analyzed the descriptive statistics using Microsoft Excel software to summarize the collected data After using SPSS software for Windows 20.0, this data becomes useful for modeling purposes, evaluating the effectiveness of each element Finally, model validation was confirmed after the re-examination of the independent variables through EFE and Alpha Cronbach Reliability Analysis to achieve results

Figure 3.1: The proposed research process of author

RESEARCH METHODOLOGY

3.2.1 PRELIMINARY ASSESSMENT OF SCALE OF MEASUREMENT

The author used qualitative research as a focus group interview for preliminary assessment of measurement scale Interviewing a focus group of 4 with

Analyzing and evaluating the factors affecting purchase decision

Processing suggestions and recommendations Defining the research problem

Selecting and researching related literature

Designing questionnaire Executing trial survey

ANOVA and T-Test Proposing hypothesis and research model

Establishing the official research model the basis of the previous studies Participants were selected with prudent choices regarding the different age groups, gender, and current occupation These people are from 25 to 45 years old and have experience buying Viet Tien shirts on FFP

Discussions are conducted by face-to-face discussion to provide a more accurate measurement scale as well as the determinants studied After the interview, the measurement scale as well as de terminating research After the interview, measurement scale was added to fit the study subjects

3.2.2.1 Scale of measurement for perceived convenience:

The concept of perceived convenience refers to the perception of ease that individuals experience when engaging in a specific action To create a measurement scale for this construct, researchers have utilized the work of Chen, L.D, Gillenson, M.L, and Sherrell, D.L (2002), drawing inspiration from their prior research.

Table 3.1 Scale of measurement for perceived convenience No Official scale of measurement Source Variable

1 I can save time if you buy Viet Tien shirt on the FFB “Ao so mi Viettien chinh hang” because you can perform other tasks at the same time

2 I can save traveling cost and time by buying Viet Tien shirt on the FFB “Ao so mi Viettien chinh hang”

3 I can update the latest Viet Tien Shirt samples on the FFB “Ao so mi Viettien chinh hang”

4 I can buy Viet Tien Shirts via the FFB

“Ao so mi Viettien chinh hang” anytime and anywhere

3.2.2.2 Scale of measurement for perceived ease of use:

Perceived ease of use is answered by the question of how easy a person can perform an action This aspect in using FFP was studied by Davis and Anbor (1989) and Kim & Song (2010) According to Davis and Anbor, perceived ease of use refers to the degree to which a person believes that the interaction with a fan page does not require any physical or mental effort and that it is easy to learn to use

Based on TAM Model of Davis and Anbor, a summarized official scale of measurement is presented in the following table:

Table 3.2 Scale of measurement for perceived ease of use No Official scale of measurement Source Variable

1 I find the FFP of Viettien Shirts easy to use

2 Using FFP of Viettien Shirts does not require a lot of mental effort

3 I find it easy to attain the ability to use FFP of Viettien Shirts

4 My interaction with FFP of Viettien Shirts is clear and understandable

3.2.2.3 Scale of measurement for trust:

Trust was measured with an adaptation of the scale used by Flavián et al

(2006) Trust gets created by new users through their assessments in relation to their expectations of the relationship and requires faith on the system, because of their lack of experience In contrast, continuance intentions result from users’ personal experiences and long-term orientations Experienced users build trust in dynamic, ongoing interactions with technology, so that their trust evolves mostly from direct observation and improved understanding of system performance A scale of measurement for trust is summarized in the table below

Table 3.3 Scale of measurement for trust No Official scale of measurement Source Variable

1 I think that the information offered by FFP Viettien Shirts is sincere and honest

2 I think that the genuine FFP of Viettien Shirts will satisfy customers' current and future tastes

3 I think that FFP has the necessary resources to successfully carry out its activities

3.2.2.4 Scale of measurement for advertisements and promotions:

Promotions and advertisements on media affect significantly customers’ online purchase decision in apparel retail market (Sumiit Chaturvedi, Sachin Gupta and Devendra Singh Hada, 2016) This scale of measurement is researched by Sumiit Chaturvedi et al (2016)

Table 3.4 Scale of measurement for advertisements and promotions No Official scale of measurement Source Variable

1 I think that the advertisements offered by The FFP of Viettien Shirts is interesting

Sumiit Chaturvedi et al (2016) PRO1

2 I think that the offers and discount offered by The FFP of Viettien Shirts is attractive

3 I think that the free shipping programs offered by The FFP of Viettien Shirts is interesting

3.2.2.5 Scale of measurement for online purchase decision:

Consumers will rely on experience, preferences and other external factors to evaluate multiple choices and decide whether to make a purchase or not (Dodds et al, 1991 and Chiffman & Kanuk, 2000) With the author's research, aimed at the decision to buy Viettien Shirts online on FFP, the measurement variables in Dodds et al (1991) were customized to be more specific and relevant to the topic

The dependent variable measuring customers' purchase decisions for Viet Tien shirts is composed of three variables, denoted as PD1, PD2, and PD3, as shown in the provided table This variable is assessed using a 5-point Likert scale, indicating the level of agreement among respondents.

Table 3.5 Scale of measurement for online purchase decision No Official scale of measurement Source Variable

1 I prefer to purchase on the FFP of Viettien Shirts

2 I am ready to buy on the FFP of Viettien Shirts

3 I am ready to recommend the FFP of Viettien Shirts to my relatives and friends

In a statistical model, regression analysis is a set of statistical processes to estimate the relationship between a dependent variable (often called the 'outcome variable') and one or more independent variables (often called 'predictions', 'covariates' or 'features') According to Tabachnick and Fidell (2001), the sample size needed in regression analysis was n ≥ 8n + 50 in which n was the sample size; and m is the number of independent variables Applied in the proposed model, with m = 5, the minimum sample size of the study is 90

In multivariate statistics, exploratory factor analysis (EFA) is a statistical method used to explore the basic structure of a relatively large set of variables EFA is a technique in factor analysis with an overarching goal of determining the basic relationship between measurement variables According to Bollen (1989), to confirm the reliability of sample size as well as EFA analysis, at least 5 samples are required for each observed variable In this study, according to the proposed model and scale development, with a total of 17 independent variables, the sample size must be at least 17x5 = 85

Based on two sample size calculations, the author has surveyed and collected 180 samples for further analysis

3.2.4 DATA COLLECTION 3.2.4.1 Secondary data collection

To ensure accuracy and relevance, this thesis draws upon a range of secondary data sources, including scientific journals, news articles, and books, as well as data from Viettien Shirts FFP and Google Additionally, the website of Viettien Corporation provided valuable information The author organized and classified the data into sections to facilitate writing in Chapters 1 and 2 Statistical data was analyzed to enhance the reliability of the thesis.

After conducting a pilot survey to gather feedback from loyal Viettien Shirt consumers, the author further refined the survey instrument to eliminate ambiguity Subsequently, data collection commenced in early March 2020, with interviews being conducted with working customers at Ho Chi Minh City Transport College The author's consultations with these customers provided valuable insights into their experiences with Viettien Shirts' online market, informing the subsequent survey design.

Descriptive statistical methods have been used in the thesis to analyze and evaluate the current situation and trends of online purchasing decisions of customers toward Viettien Shirts on the FFP

Cronbach’s Alpha is a measure used to assess the reliability or the internal consistency of a set of scales or test items In other words, the reliability of any given measurement relates to the degree to which it is a consistent measure of a concept and Cronbach's alpha is a measure of the power of that consistency

Cronbach’s Alpha slope is calculated by correlating the score for each item proportional to the total score for each observation (usually individual survey respondents or test takers), then comparing with the variance for all scores for each item

RESEARCH OUTCOMES

DESCRIPTIVE STATISTIC

As mentioned in Chapter 3, the author has used both quantitative and qualitative methods to achieve effective research objectives A total of 180 respondents participated in the survey, of which the number of observations obtained through the questionnaire was 30 and thanks to Google Forms - An online survey support tool, the author received 180 appropriate responses

Effective tools for research results, special demographic characteristics of customers are clarified and codified by SPSS Version 20.0 in Appendix 3 Data observed by the author in Table 4.1 based on the results collected

4.1.1 STATISTICS OF THE SAMPLE’S DEMOGRAPHIC PROFILE

Regarding gender, according to the statistical results, most of the respondents are female, accounting for an outstanding rate of 76,1% Meanwhile, the number of male purchasers is less than half that of female consumers, accounting for only 23,9% of the whole sample It can be seen that women are more interested in buying online via FFP for Viettien's Shirts than men

Table 4.1 Descriptive statistics of research sample classified by Gender

Regarding age structure, customers accessing Viettien Shirts' FFP program exhibit significant differences in their age distribution The predominant age group comprises individuals between 26 and 40 years old, accounting for a substantial 87.8% of the respondents In contrast, customers within the 41-50 age range constitute a smaller proportion at 8.3% Furthermore, individuals younger than 26 years old represent a minority, with only 3.9% of respondents falling within this category.

Table 4.2 Descriptive statistics of research sample classified by Age

(Source: summarized by the author through SPSS 20.0, 2020)

In terms of careers, respondents mainly worked in certain fields that require high levels of expertise, with 70,6% of the 180 responses Followed by office workers with 15,6 percent, this stems from the fact that they are working full time so they don't have much time to go from place to place to shop and shop online which gives them a lot of convenience Managers and others are considered to be able to more control their time that they are in third place Managers and the others are considered to be able to take more control of their time that they are in third and forth place regarding this measurement (8,9% and 5%)

Table 4.3 Descriptive statistics of research sample classified by Occupation

4.1.2 STATISTICS OF CONSUMERS’ ONLINE PURCHASE BEHAVIORS TOWARD VIETTIEN SHIRT

According to the statistics, the demand to buy new Viettien Shirts of customers is quite large, as evidenced by 48,3 percent of customers need to buy 4 to 6 shirts for themselves and their relatives and 46,7 percent need to buy 1 to 3 shirts

Meanwhile, only 5 percent of customers need to buy from 7 to 10 shirts a year

Table 4.4 Descriptive statistics of research sample classified by Demand Demand Frequency Percent Valid Percent Cumulative Percent

(Source: summarized by the author through SPSS 20.0, 2020) Regarding to planning to choose the method to buy Viettien shirts, online channel is the top choice, accounting for 52,2 percent of the 180 respondents Only 7,8 percent of customers do not intend to buy Viettien shirts, while 40 percent of customers plan to buy in traditional stores That shows, the trend of buying Viettien shirts online has gradually dominated the retail market

Table 4.5 Descriptive statistics of research sample classified by Purchase Plan

Purchase Plan Frequency Percent Valid

(Source: summarized by the author through SPSS 20.0, 2020) Regarding the frequency of buying Viettien shirts online, although there are a small number of customers who have never experienced, most customers have at least one or two online experiences, accounting for 56,7 percent Especially, 37 customers have had 3 to 4 times to buy Viettien shirts online, accounting for 20,6 percent

Table 4.6 Descriptive statistics of research sample classified by Frequency of online purchase toward Viettien Shirts Frequency of online purchase toward Viettien Shirts Frequency Percent Valid

(Source: summarized by the author through SPSS 20.0, 2020) As can be seen from the figure below, among 180 customers who have visited the FFP site, 114 have ever bought Viettien shirts through this site, accounting for 63,3 percent Meanwhile, 36,7 percent of customers have not yet chosen to buy Viettien shirts right on the FFP page that they only visit and observe

Table 4.7 Descriptive statistics of research sample classified by Purchase on

Purchase on FFP Frequency Percent Valid Percent Cumulative

OUTCOMES OF CRONBACH’S ALPHA COEFFICIENT OF RELIABILITY

4.2.1 OUTCOMES OF CRONBACH’S ALPHA COEFFICIENT OF RELIABILITY ANALYSIS FOR INDEPENDENT VARIABLES

The standard of Cronbach's alpha coefficient used in this paper is 0,5 In addition, the author also uses the correlation coefficient of the total variable

To ensure measurement scale reliability, researchers employ Corrected Item - Total Correlation and Cronbach's Alpha Corrected Item - Total Correlation assesses the validity of variables, retaining those with values 0.3 or higher Cronbach's Alpha, on the other hand, helps remove unsuitable variables to increase reliability However, scrutiny of individual observed variables within the scales reveals potential issues.

Table 4.8 Result of Cronbach’s Alpha Reliability Analysis for independent variables

Scale Mean if Item Deleted

Scale Variance if Item Deleted

Cronbach's Alpha if Item Deleted

Cronbach's alpha analysis of the independent variable showed that one variable did not meet the requirements to retain, namely the EASY1 variable (I find the FFP of Viettien Shirts easy to use) This variable has a correlation coefficient Corrected Item-Total Correlation of 0,337 approximately 0,3 However, the analysis results show that when removing this variable, Cronbach's alpha coefficient will increase from 0,811 to 0,883 Therefore, the author decided to remove the variable EASY1 to increase the reliability of the scale

After removing EASY1, the author performed the second analysis of Cronbach's alpha and obtained the results in the table 4.9 Table 4.9 shows that when removing EASY1, Cronbach's Alpha coefficients are higher than the original

Moreover, the remaining variables have correlation coefficients Corrected Item-Total Correlation greater than 0.3 and no Cronbach's Alpha coefficient increases when removing these variables Therefore, the author will remove the variable EASY1 and retain all remaining variables for further analysis

Table 4.9 Results of Cronbach’s alpha Reliability Analysis for independent variables

Cronbach's Alpha if Item Deleted 1 Convenience: Cronbach’s Alpha: 0,855

2 Ease of Use: Cronbach’s Alpha: 0,883

4 Advertisements and Promotions: Cronbach’s Alpha: 0.783

4.2.2 OUTCOMES OF CRONBACH’S ALPHA COEFFICIENT OF RELIABILITY ANALYSIS FOR DEPENDENT VARIABLES

After analyzing Cronbach's Alpha for the independent variable, the dependent variable has been analyzed Cronbach's Alpha analysis criteria for dependent variables are similar to independent variables The result shows that while the Cronbach’s Alpha of purchase decision is 0,727, three dependent variables - PD1, PD2 and PD3 - have correlation coefficients Corrected Item-Total Correlation greater than 0,3 and no Cronbach's Alpha coefficient increases when removing these variables Therefore, all dependent variables will be retained for further analysis:

Table 4.10 Results of Cronbach’s alpha Reliability Analysis for dependent variable

OUTCOMES OF EXPLORATORY FACTOR ANALYSIS

The first step in the EFA analysis to find the correlation between variables is to consider the suitability of factor analysis through KMO coefficients In theory, the KMO value must reach 0,5 or more In the second step, the observed variables in the factor will be examined for mutual correlation through Barlet’s test values In the next step, Barlett's Values are statistically significant when the Barlett's Test sig value is less than 0,05, so that the variables are correlated with each other The Eigenvalue value is another common criterion that is also used to determine the number of factors in an EFA analysis Any element with an Eigenvalue value greater than or equal to 1 will be retained in the model In the fourth step, the model will be judged as appropriate by considering whether the Total Variance Explained criterion is greater than or equal to 50 percent Finally, the step is quite important, the author will consider the loading factor, the value indicating the correlation between observed variables and factors The higher loading factor means the better correlation For this study, the observed sample is 180, so for the observed variable to be retained, the loading factor must be greater than or equal to 0,5 in order to that variable to be retained

4.3.1 OUTCOMES OF EXPLORATORY FACTOR ANALYSIS FOR INDEPENDENT VARIABLES

After excluding an unsuitable independent variable for Cronbach's Alpha analysis, an Exploratory Factor Analysis (EFA) was conducted on the remaining 13 independent variables.

➢ The KMO coefficient has a result of 0777 (0,5 < 0,777 50%, so it is reasonably satisfactory From here it can be obtained that one factor can explain 72,944 % of data variability

➢ The Eigenvalue value of the factors reaches 1,638 > 1 complying with the set criteria

Table 4.11 Summary of coefficient results – EFA for independent variables Elements of asessing Value Comparision KMO Coefficience 0,777 0,5 < 0,777 1 complying with the set criteria

Table 4.13 Summary of coefficient results – EFA for dependent variables

Elements of assessing Value Comparision

The significant of Barlett’s Test 0,000 0,000 < 0,05

More outputs of the analysis for dependent variable can be found in table 4.12, all variables have communalities over 0.5 and the Component Matrix illustrates the loading factors of each variable According to the table 4.14, the three variables converge into one component and are retained

Table 4 14 Component Matrix of dependent Variable

RESEARCH MODEL AND HYPOTHESES AFTER ANALYSIS

After descriptive statistical analysis, evaluation of Cronbach’s Alpha Coefficient and Exploratory factor analysis EFA, research model and hypotheses of factors affecting online purchase on FFP toward Viettien Shirts still consists of 4 independent variables which are: Perceived convenience, Perceived ease of use, Trust, Advertisements & Promotions, and dependent variable Purchase decision

After extracting one unsuitable independent variable, 16 observed variables are accepted and kept for regression analysis

Figure 4.1 Research model after Cronbach’s Alpha and EFA analysis

H1: Customers’ perceived convenience has a positive effect on customers’ online purchase decision on FFP toward Viettien Shirts

H2: Perceived ease of use has a positive effect on customers’ online purchase decision on FFP toward Viettien Shirts

H3: Trust in the fan page positively influences customers’ online purchase decision on FFP toward Viettien Shirts

H4: Advertising and promotions have positive effects on customers’ online purchase decision on FFP toward Viettien shirt

RESEARCH HYPOTHESES EXAMINATION

Pearson correlation (which is defined as r) is applied so as to measure the linear relationship between independent variables and dependent variable The bigger absolute value of r is, the bigger correlation there is between 2 variables If Pearson correlation is larger than 0,2, it is considered to be accepted Moreover, in case of there is a strong correlation between independent variables, it should be noted that there is multicollinearity during multiple regression analysis by checking Variance Inflation Factor VIF, If VIF > 2, there exists the probability of multicollinearity

As can be seen from the table 4.15, Pearson Correlation coefficients between dependent and independent variables are significant with all Sig values less than 0,05, which means that there is correlation between them To be more specific, there is strong correlation between each independent variable In addition, because the correlation coefficients of the independent variables and the dependent variables are positive, the positive relationship between the influencing factors and purchasing decisions in the initial hypothesis is correct Among the independent variables, the CON variable had the largest correlation with the Pearson coefficient equal to 0,571 And the TRUST variable had the smallest correlation with the Pearson coefficient equal to 0,391

The above results show a correlation between the independent and dependent variables Therefore, the variables are eligible for Regression Analysis

CON PRO EASY TRUST PD

4.5.2 REGRESSION ANALYSIS 4.5.2.1 Multiple Linear Regression

As mentioned in Chapter 3, Regression model is testified with the significant level of 5% Applied method is Enter, which means that all variables are entered at once and related statistics results are examined

Multiple linear regression equation is proposed as followed:

PD = β 0 + β 1 CON + β 2 EASY + β 3 TRUST + β 4 PRO

With indications explained as: β 0 PD - intercept, which shows value of PD when independent variables are equal to 0 at the same time β 1 , β 2 , β 3 , β 4 : regression coefficients of each independent variables

CON: Perceived convenience; EASY: perceived ease of use ;

TRUST: Trust factor; PRO: advertisements and promotions

PD: customers’ online purchase on FFP toward Viettien Shirts

Conducting regression analysis is in order to identify relationship between independent variables and dependent variables including the effect level and positive or negative affecting trend This helps to predict variability level of dependent variable when value of independent variables is given

4.5.2.3 Evaluation of significant level of the model:

R 2 , which means coefficient of determination, reflects the variation of dependent variable explained by independent variables Moreover adjusted R 2 is to evaluate more exactly the significant level of multiple linear regression model The result shows as followed:

Table 4.16 Summary of Regression Analysis of the model

Std Error of the Estimate

Adjusted R 2 = 0,526 means that 52,6% of variances of dependent variable PD is explained by independent variables (greater than 50%), meanwhile, the remain 47,4 % is due to measurement errors and is also explained by other absent elements in the model

F – Test in ANOVA analysis is run to examine Overall Significance in regression analysis This evaluation is to study whether if dependent variable has linear relationship with all independent variables (Hoang Trong and Nguyen Mong Ngoc, 2008)

As can be seen from the table, Sig value = 0.000 means that the regression model of this research is acceptable Therefore, the relationship is considered to be reliable with significant level of 5%

Statistical analysis demonstrates a significant relationship between five key factors and consumers' online purchasing decisions for Fast Fashion Products (FFP) from Viettien Shirts This correlation is evident in Table 4.16, where all variables exhibit Sig = 0.000 < 0.05, indicating their substantial influence on consumer behavior.

In terms of direction of effect, the results show that the β value of all 4 independent variables has positive values (> 0) Therefore, all variables have a positive effect on customers’ online purchase decisions on the FFP page toward Viettien Shirts This is in accordance with the initial hypothesis

Thus, the final regression model is built as follows:

PD = 0.381*CON + 0.274*EASY + 0.264*PRO + 0.198*TRUST

These results have demonstrated that there is a relationship between these factors and customers purchase decision, and on what level they do affect Figure 4.18 represent the official model

4.5.4 DETECTION OF NECESSARY ASSUMPTION VIOLATION 4.5.4.1 Assumption of no multicollinearity:

In order to ensure reliability of linear regression analysis, it is imperative to detect assumption violation by using the Variance inflation factor (VIF) statistic, which indicates the degree that variances in the regression estimates are increased due to multicollinearity The outcomes in table 4.19 show that no independent variable has the VIF statistic value larger than 2, which corroborates that there exists no multicollinearity between independent variables and the assumption is valid

4.5.4.2 Evaluation of standard distribution of residuals:

The residual frequency chart will be used to check the standard distribution assumption of residuals In this paper, the Histogram frequency chart is used to study about standard distribution of residuals If the standard distribution curve overruns the frequency chart and Mean value is approximately equal to 0 as well as standard deviation is near to 1, it is considered that the residual distribution is approximately standard Therefore, the assumption of normal distribution of the residuals is not violated

The figure 4.2 shows that the average value of the remainder (Mean = 3,19E-15) is approximately equal to 0 and the standard deviation (Std Dev = 0,989) is approximately equal to 1 Therefore, it can be concluded that standard distribution of residuals is not violated

Figure 4.2 Histogram of Regression Standardized residual

According to the Scartterplot’s method, this assumption will not be violated if the residual value randomly disperses in an area around the path through 0, rather than creating another specific shape

Looking closely into the Figure 4.3, it can be obtained that the residual value randomly disperses in an area around the line passing through 0 Therefore, the linearity assumption is appropriately satisfied

4.5.4.4 Assumption of linear relationship between residuals and constant residual variance

CONCLUSIONS AND RECOMMENDATIONS

CONCLUSION

Based on the research of previous studies such as Chen at al (2010), Davis &

The research conducted by Anbor (1989), Kim & Song (2010), Flavián et al (2006), and Sumiit Chaturvedi et al (2016) served as the foundation for the development of a research model that included four independent variables and a dependent variable with 17 observed variables The model was subjected to empirical analysis using data collected through a survey of 180 customers who had visited Viettien Shirts' Facebook page The data analysis was performed with the assistance of SPSS 20.0 software.

According to the descriptive statistics of Viettien Shirts' demographics and online buying behavior, The FFP of Viettien Shirts attracts many female customers with age from 26 to 40 and the majority of customers do jobs with high expertise

With a high percentage of customers requiring 4-6 new shirts annually, the demand for Viettien online shirts is substantial Notably, over 52% of customers prefer purchasing Viettien shirts online Furthermore, the FFP for Viettien Shirts has gained significant recognition, with over 63% of customers having made purchases through this platform These findings indicate the considerable market demand for Viettien online shirts and the success of the FFP in meeting customer needs.

The results of Cronbach's Alpha analysis and EFA analysis, there is an independent variable that are inappropriate in the model and should be discarded

The remaining 16 variables were subjected to Pearson correlation tests and Multiple

Linear Regression analysis The results show that all four independent variables are statistically significant in relationship to the customers’ decision to buy Viettien shirts online on the FFP In particular, all 4 variables have a positive effect on the purchase decision

In summary, this research has answered the initial research questions:

➢ There are 4 factors that influence the decision to buy Viettien shirts on FFP: convenience, ease of use, trust and advertisement & promotion

➢ Among these factors, convenience is the one that has the most influence on a buying decision

➢ This research result will be applied to propose marketing strategies for the current FFP, which will be presented in the next section

5.1.2 DISCUSSION ON FACTORS AFFECTING ONLINE PURCHASE DECISION ON FFP TOWARD VIETTIEN SHIRT

According to the results of this research, convenience factor is the factor that has the strongest impact on customers' online purchasing decisions on FFP of Viettien Shirts This is entirely consistent with the current period in Vietnam and in accordance with the research results of Chen et al (2010) and the others in the world Indeed, customers are increasingly turning to convenience because customers can both buy online and do other jobs right at the time they are buying

This is especially suitable for customers who are always busy with work, do not have time to go to traditional stores Besides, the continuous development of smart devices such as smart phones, tablets, laptops, etc helps customers to buy online anytime and anywhere, which traditional buying methods cannot meet it A customer who is far from the center will not be able to buy directly at the store, while he will very soon be able to order online on the FFP site

Although this is not the factor that has the strongest impact on customers 'purchasing decisions on FFP of Viettien Shirts, this factor also contributes significantly to customers' buying decisions This is entirely understandable in the period of strong online technology development in Vietnam, like many other social networking sites, Viettien's FFP is increasingly creating more functions for customers to continue accessing to the product That helps customers feel comfortable and easy when making choices, comparing designs, prices, types of products and confirming purchases

The difference between this paper and the results of Chen et al stems from the difference in the study time, 2010 and 2020 Currently, Vietnam's e-commerce market as well as the market of FFP has grown to a certain extent, so it is common and obvious for customers to know how to trade on FFP Moreover, in this research, the author focuses on researching groups of customers who have visited Viettien's FFP site so most of them have knowledge of how to buy through this page and this is the page they have a certain level of trust Therefore, when all customers understand and believe in what they are doing, the trust factor becomes not really of special importance That is why the Trust factor has the lowest influence on the purchase decision of customers on FFP of Viettien Shirts

According to the research outcomes, advertisement and promotion factors have the 2nd highest influence among 4 factors in the purchasing decisions of customers Indeed, with the help of the advertising tools on the FFP site, ads are increasingly focusing on quality such as more vivid images, more carefully edited post content, tips to attract visitors Moreover, the shop has focused more on promotions such as direct discounts on invoices, free shipping nationwide

Therefore, more and more customers visit and purchase on the FFP site by Vettien Shirts.

RECOMMENDATIONS

Having been in operation for over a year, Viettien Shirts' FFP has attracted a certain number of customers thanks to a reasonable business strategy However, to be more competitive in the open environment of the internet, where any trader can easily access customers, Viettien's FFP needs to promote its advantages and minimize risks in marketing strategy on FFP In the context of this paper, the author proposes the following recommendations:

CONVENIENCE: Regarding convenience factor, this is the most influential factor Managers should continue to build customer support tools on FFP to advance for greater customer convenience Specifically, maintaining replying to customers' messages and comments quickly, avoiding making customers wait too long will create an uncomfortable feeling Besides, it is necessary to add a hotline button so that customers can call when needed In addition, managers should create links to other social networking sites that many Vietnamese customers are using such as Zalo, Viber, Instagram, to help customers easily exchange with the shop and to access more and more customers Moreover, it is important to keep up to date with the latest FFP shirt designs so that customers always feel that even if they do not go directly to the traditional stores, they will see the models themselves The latest Viettien Company

EASE OF USE: According to research results, this factor does not significantly affect customers' purchasing decisions Because Viettien's FFP is very easy to use, customers do not need to spend too much effort or brainstorm to access it Besides, the interactions on this page are also very clear and easy to understand so customers can completely manipulate easily on the page However, in order for this factor to be more effective, managers should be more diverse in the form of freight forwarding instead of as currently only one shipping unit applies to all orders This sometimes causes difficulties for customers when the shipping company has a problem

TRUST: This factor has the lowest impact compared to the other 3 factors because most customers surveyed have visited or purchased via FFP of Viettien Shirts so most of them have a certain trust in this site However, to attract customers right from the first visit, the trust factor becomes more important than ever

Therefore, the manager of this site needs to minimize the risks that customers may encounter Indeed, nowadays, with the rapid development of technology, frauds through social networks are increasingly sophisticated, so it is necessary to enhance the security of customers’ information when they provide to FFP Moreover, if the security is poor, hackers will easily attack the site, then the damage will affect not only the material but also the reputation and quality of the page On the other hand, FFP must always be truthful and disclose the information about genuine products most clearly such as fabric material, price, size and design

ADVERTISEMENT AND PROMOTION: This is the second most powerful factor, just after convenience Therefore, this factor needs to be promoted more strongly During the research, the author found that within 1 year of operation, Viettien Shirts's FFP only ran 2 advertising programs at the end of 2019 and sometimes there were some discount programs, free delivery when customers buy 4 products or more at same time FFP current advertising frequency is still low, so more advertising programs are needed, especially on big holidays like Tet, Valentine's Day, Father's Day etc, to attract more customers Besides, FFP’s shopper needs to diversify the suitable promotion programs so that customers will feel that they can gain more value when purchase products Many studies have shown that Vietnamese consumers are very interested in promotions, even they can buy products because of promotions, even though they do not have true demand

Therefore, offering appropriate promotions is one of the first things that Viettien's FFP shop needs to keep in mind.

LIMITATIONS AND ORIENTATION FOR FUTURE RESEARCH

➢ The first limitation of the topic is that due to limited time and resources, the sample is quite small (180), therefore, it is not possible to compare the overall picture of customers in Vietnam Moreover, most of the answers are concentrated in large cities, which are highly educated so they cannot represent suburban areas

The study's findings highlight a key limitation: the model's ability to explain customers' purchasing decisions on Viettien Shirts' FFP accounted for only 52.6% of the variation This suggests the existence of additional, unidentified factors that influence these decisions, warranting further investigation to enhance the model's predictive power.

Due to the evolving nature of online trading through social networks, factors influencing consumer behavior remain fluid and subject to constant change in line with evolving customer preferences and demands Consequently, the findings of this study are primarily relevant to the current and near-term future market dynamics, as buyer motivations and decision-making criteria may shift over time in response to industry advancements and changing customer behavior.

From the limitations encountered by the topic, the author proposes the following research directions:

➢ Expand the sample size to increase the credibility of the topic, and to find new factors that influence purchasing decisions Especially when conducting research in suburban areas where internet conditions are limited, the research paper will bring more special results

➢ The continuous advancement in science and technology, especially in the field of information technology, may significantly influence on sales activities of businesses through social networking sites Therefore, the next studies need to consider this factor to choose the most appropriate model

In chapter 5, the author summarizes the entire research results and compares with the previous research results in order to make practical recommendations that contribute to enhancing the competitiveness of Viettien Shirts' FFP Besides, the author has also proposed the directions for marketing strategy toward FFP of Viettien Shirts The limitations of the topic and the next research orientation of the topic are also presented in detail

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CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN QUYẾT ĐỊNH MUA ÁO SƠ MI VIỆT TIẾN TẠI TRANG FACEBOOK FAN PAGE ÁO

SƠ MI VIETTIEN CHÍNH HÃNG

Xin kính chào các anh/chị, tôi tên , sinh viên ngành Tiếng Anh Thương Mại trường Đại học Ngoại Thương, CS2 TpHCM, Tôi đang thực tiến hành nghiên cứu đề tài: “Những nhân tố ảnh hưởng đến quyết định mua áo sơ mi Viettien online tại trang Fan Page Áo sơ mi Viettien chính hãng” Xin quý anh/chị dành chút ít thời gian thảo luận cùng tôi về những vấn đề liên quan đến đề tài nêu trên Mọi ý kiến đóng góp và quan điểm của quý anh/chị đều có ý nghĩa đối với đề tài này, tôi xin cam kết mọi thông tin đều được bảo mật Mong nhận được sự hợp tác của quý anh/chị Trân trọng

PHẦN 1: THÔNG TIN CÁ NHÂN

1 Họ và tên anh chị là gì?

- 2 Giới tính của anh/chị là gì:

A Nam B Nữ 3 Anh chị bao nhiêu tuổi?

A 18 – 25 B 26 – 30 C 31 – 50 D > 50 4 Nghề nghiệp anh/chị là gì?

B Nhân viên văn phòng C Làm nghề đòi hỏi chuyên môn cao (giáo viên, bác sĩ, kỹ sư, kế toán…) D Khác

5 Mỗi năm, anh/chị dự kiến cần mua mới cho mình và/hoặc người thân bao nhiêu áo sơ mi ?

II PHẦN II: KHẢO SÁT SƠ BỘ VỀ HÀNH VI MUA ÁO SƠ MI VIỆT TIẾN ONLINE CỦA KHÁCH HÀNG:

6 Anh/chị hoặc người thân của anh chị đã từng sở hữu chiếc Áo sơ mi Việt Tiến nào hay chưa?

7 Anh/chị có đang dự định mua Áo sơ mi Việt Tiến cho mình và/ hoặc cho người thân ở đâu không?

A Ở các cửa hàng truyền thống

B Mua online C Không có ý định mua

8 Anh/chị có dự định tìm hiểu về thương hiệu Áo sơ mi Việt Tiến qua kênh Facebook không:

A Có B Không (Nếu chọn đáp án B, anh /chị đã kết thúc phần khảo sát của mình, xin chân thành cảm ơn)

9 Anh/chị đã từng mua Áo sơ mi Việt Tiến online bao nhiêu lần trong vòng một năm qua

C 5 – 6 lần D Chưa từng mua online (nếu chọn D, anh/chị vui lòng bỏ qua câu số 10) 10 Anh/chị đã mua áo sơ mi Việt Tiến online qua kênh nào?

A Qua một trang Facebook Fan Page B Qua các trang thương mại điện tử như: Lazada, Shoppee, Tiki, Sendo…

C Qua trang web của Công ty hoặc các đại lý Viettien D Khác

11 Anh/chị đã từng truy cập trang Fan Page “Áo sơ mi Viettien chính hãng” hay chưa?

(Nếu chọn đáp án B, anh /chị đã kết thúc phần khảo sát của mình, xin chân thành cảm ơn)

12 Anh/chị đã từng mua Áo sơ mi Việt Tiến qua trang Fan Page “Áo sơ mi Viettien chính hãng” hay chưa?

III PHẦN 3: KHẢO SÁT VỀ CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN QUYẾT ĐỊNH MUA ÁO SƠ MI VIỆT TIẾN TRÊN TRANG FACEBOOK FAN PAGE

“Áo sơ mi Viettien chính hãng”

(Dành cho các khách hàng đã từng truy cập trang Facebook Fan Page “Áo sơ mi Viettien chính hãng”)

Các câu hỏi sau, người nghiên cứu sử dụng thang đo Likert, quy ước 5 mức độ Rất không đồng ý Không đồng ý Trung lập Đồng ý Rất đồng ý

Là mức độ tiện lợi khi mua Áo sơ mi Việt Tiến qua trang Fan Page “Áo sơ mi Viettien chính hãng”

13 Tôi có thể tiết kiệm thời gian khi mua Áo sơ mi Việt Tiến online trên trang facebook fan page “Áo sơ mi Viettien chính hãng” bởi vì tôi có thể làm việc khác ngay tại thời điểm đang mua online

14 Tôi có thể tiết kiệm chi phí và thời gian đi lại khi mua Áo sơ mi Việt Tiến qua trang fan page “Áo sơ mi Viettien chính hãng”

15 Tôi có thể cập nhật kịp thời các mẫu Áo sơ mi Việt Tiến mới nhất qua trang fan page

16 Tôi có thể mua Áo sơ mi Việt Tiến qua trang fan page “Áo sơ mi Viettien chính hãng” mọi lúc và mọi nơi

Yếu tố dễ sử dụng Là mức độ dễ dàng khi mua Áo sơ mi Việt Tiến qua trang Facebook Fan Page

17 Tôi thấy rất dễ để học được cách truy cập trang (1) (2) (3) (4) (5)

18 Tôi thấy sử dụng trang FFP “Áo sơ mi Viettien chính hãng” không đòi hỏi phải động não nhiều

19 Tôi thấy trang “Áo sơ mi Viettien chính hãng” dễ sử dụng (1) (2) (3) (4) (5)

20 Tôi thấy những tương tác trên trang khá rõ ràng và dễ hiểu (1) (2) (3) (4) (5)

Là mức độ tin tưởng vào trang Facebook Fan Page “Áo sơ mi Viettien chính hãng”

21 Tôi tin tưởng các thông tin được cung cấp trong trang FFP Áo sơ mi Viettien chính hãng là trung thực

22 Tôi tin tưởng rằng trang FFP Áo sơ mi Viettien chính hãng đáp ứng được thị hiếu của khách hàng trong hiện tại và tương lai

23 Tôi tin tưởng rằng trang FFP “Áo sơ mi Viettien chính hãng” có đầy đủ các nguồn lực để thực hiện thành công các hoạt động của mình

Yếu tố quảng cáo và khuyến mãi đóng vai trò quan trọng trong việc thúc đẩy quyết định mua sắm của khách hàng Các chiến dịch quảng cáo và chương trình khuyến mãi được triển khai trên trang Facebook "Áo sơ mi Việt Tiến chính hãng" sẽ tác động đến nhận thức của người tiêu dùng về thương hiệu, kích thích nhu cầu và ảnh hưởng trực tiếp đến quyết định mua áo sơ mi Việt Tiến của họ.

24 Tôi nghĩ rằng các chương trình quảng cáo của trang FFB “Áo sơ mi Viettien chính hãng” rất ấn tượng

25 Tôi nghĩ rằng những chương trình giảm giá của trang FFP “Áo sơ mi Viettien chính hãng” rất hấp dẫn

26 Tôi nghĩ rằng các chương trình miễn phí vận chuyển của trang facebook fan Page

“Áo sơ mi Viettien chính hãng” rất thú vị

Là mức độ khách hàng sẵn sàng mua áo sơ mi Viettien qua trang Facebook Fan Page

27 Tôi thích mua Áo sơ mi Viettien trên trang

28 Tôi sẵn sàng mua Áo sơ mi Viettien trên trang FFP (1) (2) (3) (4) (5)

29 Tôi sẵn sàng giới thiệu trang FFP Áo sơ mi Viettien đến người thân và bạn bè (1) (2) (3) (4) (5)

(FOR FACTORS AFFECTING CUSTOMERS’ ONLINE PURCHASE DECISION

ON FACEBOOK FANPAGE TOWARD VIETTIEN SHIRT) Hello everyone, my name is _, student of Business English at

Foreign Trade University, Campus 2 in Ho Chi Minh City, I am doing research on the topic: “FACTORS AFFECTING ONLINE PURCHASE DECISION OF

CUSTOMERS ON FACEBOOK FAN PAGE: A STUDY OF “VIETTIEN SHIRT” Please take a moment to discuss issues related to the above topic with me

Your comments and views are meaningful to this topic, I pledge that all information is kept confidential Looking forward to receiving your cooperation Best regards

A Male B Female 3 How old are you?

C Making jobs requiring high expertise (teachers, doctors, engineers, accountants )

D Others 5 How many shirts are you planning to buy for yourself and / or for your relatives?

II PART 2: PRELIMINARY SURVEY OF CUSTOMER'S ONLINE PURCHASES TOWARD VIETTIEN SHIRTS:

6 Have you or any of your relatives ever owned a Viettien Shirt?

7 Where are you planning to buy Viet Tien Shirt for yourself and / or for your relatives?

C No intention to buy 8 Do you plan to learn about Viet Tien Shirt brand via Facebook channel?

A Yes B No (If you choose answer B, you have finished your survey, thank you very much) 9 How many times have you purchased Viet Tien Shirt online in the past year?

A 1 – 2 times B 3 – 4 times C 5 – 6 times D Never bought online (If you choose D, please skip question 10) 10 Which channels have you bought Viet Tien shirts online?

A Via a Facebook Fan Page B Through e-commerce sites like: Lazada, Shoppee, Tiki, Sendo…

C Via the website of the Company or Viettien agents D Others

11 Have you ever accessed the Fan Page page "Genuine Viettien shirts" or not?

A Yes B No (If you choose answer B, you have finished your survey, thank you very much)

12 Have you ever bought Viet Tien Shirts through the FFP “Genuine Viettien shirts” or not?

III PART 3: SURVEY OF FACTORS AFFECTING ONLINE PURCHASE DECISION OF CUSTOMERS ON FACEBOOK FAN PAGE TOWARD VIETTIEN SHIRT

(For customers who have accessed the Facebook Fan Page "Genuine Viettien shirts) The researcher uses the Likert scale with 5 levels in the following questions

It is the level of convenience when buying Viet Tien Shirts via Facebook Fan Page

13 I can save time when buying Viettien shirts online on Facebook Fan Page because I can do other things right at the time of buying online

14 I can save money and travel time when buying Viettien shirts online on Facebook

15 I can promptly update the latest Viet Tien Shirt models via the Facebook Fan Page of Viettien shirts

16 I can buy Viettien shirts online on Facebook Fan Page anytime and anywhere (1) (2) (3) (4) (5)

Ease factor It is the level of ease when buying Viettien shirts online on Facebook Fan Page

17 I find The Facebook Fan Page of Viettien

18 Using The Facebook Fan Page of Viettien Shirt does not require a lot of mental effort (1) (2) (3) (4) (5)

19 I find it easy to attain the ability to use The Facebook Fan Page of Viettien Shirt (1) (2) (3) (4) (5)

20 My interaction with FFP of Viettien Shirt is clear and understandable (1) (2) (3) (4) (5)

It is the level of customers’ trust when buying Viettien shirts online on Facebook Fan Page

21 I think that the information offered by The Facebook Fan Page of Viettien shirt is sincere and honest

22 I think that the genuine The Facebook Fan Page of Viettien Shirts will satisfy

(1) (2) (3) (4) (5) customers' current and future tastes

23 I think that FFP of Viettien shirt has the necessary resources to successfully carry out its activities

It is the extent of the influence of advertising and promotions on online purchase decision of customers on Facebook Fan Page toward Viettien Shirt

24 I think that the advertisements offered by The Facebook Fan Page of Viettien Shirt is interesting

25 I think that the offers and discount offered by The Facebook Fan Page of Viettien Shirt is attractive

26 I think that the free shipping programs offered by The Facebook Fan Page of Viettien Shirt is interesting

Purchase decision It is the leve l which customers are willing to buy Viettien shirts via the FFP

27 I like to purchase Viettien shirts online on

28 I am ready to purchase Viettien shirts online on Facebook Fan Page (1) (2) (3) (4) (5)

29 I ready to recommend the Facebook Fan Page of Viettien shirt to relatives and friends

APPENDIX 3 Cronbach’s Alpha of independent and dependent variables

Total 180 100.0 a Listwise deletion based on all variables in the procedure

(The result after deleting EASY1)

Kaiser-Meyer-Olkin Measure of Sampling

Extraction Method: Principal Component Analysis

Initial Eigenvalues Extraction Sums of Squared

Kaiser-Meyer-Olkin Measure of Sampling

Extraction Method: Principal Component Analysis

Component Initial Eigenvalues Extraction Sums of Squared

Rotated Component Matrix a a Only one component was extracted The solution cannot be rotated

CON PRO EASY TRUST PD

** Correlation is significant at the 0.01 level (2-tailed)

* Correlation is significant at the 0.05 level (2-tailed)

Std Error of the Estimate

1 732 a 536 526 28372 1.926 a Predictors: (Constant), PRO, EASY, TRUST, CON b Dependent Variable: PD

Total 30.377 179 a Dependent Variable: PD b Predictors: (Constant), PRO, EASY, TRUST, CON

Tiêu đề	Factors Affecting Online Purchase Decision Of Customers On Facebook Fan Page
Tác giả	Student
Người hướng dẫn	Master __________
Trường học	Foreign Trade University
Chuyên ngành	Business English
Thể loại	Graduation Thesis
Năm xuất bản	2020
Thành phố	Ho Chi Minh City

Định dạng
Số trang	110
Dung lượng	1,41 MB