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  • I. TOPIC SUMMARY (10)
    • 1. Reason for choosing topic (10)
    • 2. Objectives of the study (11)
    • 3. Object and scope of the study (12)
    • 4. Research content (12)
    • 5. Contribution of the topic (13)
      • 5.1. Theoretically (13)
      • 5.2. In practical terms (13)
    • 6. Research hypothesis (13)
  • II. THEORETICAL BASE AND RESEARCH MODEL (14)
    • 1. Presents a general overview of concepts related to the research (14)
    • 2. Main research concepts in the model (14)
    • 3. Theory of research (16)
    • 4. Overview of research works related to the topic (19)
      • 4.1. Draw conclusions from referenced research articles (30)
    • 5. Research hypothesis and proposed research model (30)
      • 5.1. Price (30)
      • 5.2. Brand (30)
      • 5.3. Service quality (Perceived Quality) (30)
      • 5.4. Belief Toward Online Advertising (31)
      • 5.5. Delivery and receipt (trends trend) (32)
      • 5.6. Subject Norm (32)
      • 5.7. Attitude (33)
      • 5.8. Model (33)
  • III. RESEARCH DESIGN (34)
    • 1. Research process design (34)
    • 2. Qualitative research (34)
      • 2.1. Focus group (34)
    • 3. Quantitative research design (35)
      • 3.1. Sample selection process (35)
  • IV. RESEARCH RESULTS (43)
    • 1. Survey description (43)
    • 2. Descriptive statistics (43)
    • 3. Preliminary assessment using Cronbach's Alpha reliability scale (50)
      • 3.1. Testing the reliability of Cronbach's Alpha scale (50)
    • 4. Evaluate the scale using exploratory factor analysis (EFA – Exploratory Factor Analysis) 53 1. Results of factor analysis of independent variables (55)
      • 4.2. Results through factor analysis of intermediate variables (58)
      • 4.3. Results of factor analysis of dependent variable (59)
    • 5. Regression analysis (60)
    • 6. Hypothesis testing results (62)
      • 6.1. Results of testing hypothesis H1 (62)
      • 6.2. Results of testing hypothesis H2 (62)
      • 6.3. Results of testing hypothesis H3 (63)
      • 6.4. Results of testing hypothesis H4 (63)
      • 6.5. Results of testing hypothesis H5 (63)
      • 6.6. Results of testing hypothesis H6 (63)
      • 6.7. Results of testing the research model (64)
    • 7. Build a linear regression model (64)
    • 8. Results of testing hypothesis H7 (65)
    • 9. Testing the difference in the level of impact of factors affecting the behavior of (66)
      • 9.1. Testing differences by gender (66)
      • 9.2. Testing differences by occupation (66)
      • 9.3. Test for differences by age (67)
      • 9.4. Test the difference according to monthly income (68)
      • 9.5. Test the difference according to monthly usage frequency (70)
      • 9.6. Check the difference according to the fee paid (71)
  • V. CONCLUSION AND POLICY IMPLICATIONS (72)
    • 1. Conclusion (72)
      • 1.1. Research abstract (72)
      • 1.2. Results are analyzed (73)
    • 2. Some implications and contributions of the research (73)
      • 2.1. Theoretical implications (74)
      • 2.2. Business implications (74)
    • 3. Limitations of the study and recommendations for further research (75)
      • 3.1. Research limitations (75)
      • 3.2. Recommendations for further research (76)

Nội dung

UNIVERSITY OF ECONOMICS HO CHI MINH CITY COLLEGE OF BUISINESSSCHOOL OF INTERNATIONAL BUSINESS - MARKETINGSUBJECT: MARKETING RESEARCHTOPIC: FACTORS AFFECTING CUSTOMER BEHAVIOR INTENTION T

TOPIC SUMMARY

Reason for choosing topic

With the development of the Industrial Revolution 4.0 taking place around the world, the e-commerce industry is in a booming growth process, Logistics plays an important role in this development by contributing to the success of transactions Currently, many countries are relying on Logistics as a lever to enhance and expand the scope of e-commerce Vietnam is one of the countries in this process.

According to the Vietnam E-Commerce Association (Vecom), the e-commerce market in Vietnam is expected to grow by over 25% in 2023, reaching a value of over $20 billion The number of Vietnamese people who shop online is expected to reach over 51 million, an increase of 13.5% from the previous year Total spending on online shopping is expected to reach $12.42 billion Vietnam is the leading country in terms of average online orders per year,with 104 orders per year 73% of respondents said they frequently shop on e-commerce platforms, and 59% said they have placed orders or shopped on international websites To achieve such success, each transaction between a buyer and a seller requires a shipping intermediary service Express delivery services are the leading choice in the market InVietnam, the express delivery market reached $0.71 billion in 2022, according to a report byAllied Market Research Currently, major shipping companies such as “Vietnam Post, ViettelPost, Giao hàng tiết kiệm, Giao hàng nhanh, etc.,” as well as other individual delivery services,are constantly developing to compete with other players in the market This indicates that the level of competition is increasing and that customers have more choices when it comes to using services

Chart 1: Revenue of some delivery units (Yen Hoang, 2023)

Ho Chi Minh City is one of the hot spots for the use of delivery services This is because the city has a favorable geographical location, is a transitional region between the key economic regions in the South, and has a large population In 2020, GHTK's market share in

Ho Chi Minh City was 7% In 2022, there was a slight increase, but the market share is still low.

In 2023, delivery companies in Vietnam such as GHTK, Giao Hàng Nhanh, are competing in promotions, which has reduced profit margins to around 3% Recognizing this problem, our team decided to choose the topic of "Factors affecting customer behavior intention towards continuing the use of GHTK service in Ho Chi Minh city" to find out the impact of GHTK on consumers and the customer's perception of the services that GHTK is providing In addition, the research paper of our team provides a foundation for readers to see many sides of GHTK and helps promote direct shopping services in Vietnam.

Objectives of the study

From the issues presented in the reason for choosing the topic, the research team raised the following questions:

1 What factors influence the behavioral intention of continuing to use GHTK and what is the relationship between them?

2 Is the behavioral intention to continue using GHTK really affected by those factors and to what extent are those factors influenced?

3 What are the recommendations to help GHTK improve?

Correlated with the research question, the study was conducted with the following 3 objectives:

1.Identify factors that affects behavioral intention to continue using GHTK service and their relationships.

2 Determine if those factors affect behavioral intention to continue using GHTK service and the extent of impact of those factors.

3 Propose some solutions for GHTK to increase the ability to continue using GHTK services.

Object and scope of the study

- Research object: Factors affecting behavioral intention to continue using the Economy Delivery service.

- Survey subjects: People who have been using GHTK and are living in Ho Chi Minh City.

- Regarding the spatial scope: this research exclusively focused on surveying participants residing and working within the boundaries of Ho Chi Minh City.

- Regarding time scope: This research observed the market and was conducted from September to October 2023 in Ho Chi Minh City.

- The authors surveyed 254 people via the Google Form platform.

Research content

The entire research content is carried out through the following sections:

Research summary: a general summary of the topic; analysis: reasons for choosing the topic; research goals; Research Methods; Object and scope of the study; research content;contribution of the topic; development direction.

Chapter 1: Theoretical basis and research model: concepts related to research, main concepts in the model; Analyze TRA theory used in research; overview of research works related to the topic; Research hypotheses and proposed research model.

Chapter 2: Research methods: research process design; analysis of the qualitative research process; designed quantitative research and created survey questionnaires

Chapter 3: Research results and discussion: Survey description; test the scale's reliability; research analysis; test the research model; discuss the research results and significance of this study.

Chapter 4: Conclusion and suggestions as well as solutions: Conclusion of the research results; recommendations and suggestions to GHTK; limitations and development directions of the topic.

Contribution of the topic

Enhancing the practical relevance of TRA theory is crucial for research, as it facilitates the application of academic insights to real-world scenarios Leveraging available academic resources enables comprehensive analysis Utilizing effective research methodologies addresses contemporary societal concerns Moreover, elucidating the interrelations and interactions among the model's variables strengthens the comprehension of their influence on behavioral intentions.

The research results help interested parties have an initial basis for correctly determining the role of factors affecting customers' behavioral intention to continue using GHTK in Ho ChiMinh City and their ability to continue using GHTK What is the impact of those factors?Thereby, GHTK can research more deeply about the factors that influence the intention to continue using the service, thereby building better business strategies.

Research hypothesis

H1: Price has a positive impact on attitude.

H2: Brand awareness has a positive impact on attitude.

H3: Service quality has a positive impact on attitude.

H4: Belief Toward Online Advertising has a positive impact on attitude.

H5: Delivery and receipt trends have a positive impact on attitude.

H6: Subjective norms factors have a positive impact on the attitude.

H7: Attitude has a positive impact on behavior.

THEORETICAL BASE AND RESEARCH MODEL

Presents a general overview of concepts related to the research

Behavioral intention: understood as each individual's intentions in performing behavior

(Ridgway et al., 2008) In technology acceptance theory (TAM), behavioral intentions originate from people's attitudes and this intention will lead to specific human actions However, in order to take a particular action, Tsai (2009) emphasizes that for an individual to actually perform a behavior, he or she must be able to control objective situations, e.g., such as resources, time and money.

Main research concepts in the model

Price: According to classical theory, price is the monetary expression of the value of a good, that is, the amount of money that must be paid for that good Price is defined as the money that customers exchange to obtain a service or product, or the value they receive in return (Kotler and Armstrong, 2010) In a broad sense, it is the amount of money paid for a good, a service, or an asset The price of goods is generally a quantity that changes around value.

Belief Toward Online Advertising: is the trust of customers in the form of propaganda to introduce information about products, services, companies or ideas, non-online communication activities communication between people through online mass media on the Internet, social networks, blogs, websites, (Shaojing Sun, 2010) Today, consumers tend to believe in advertisements in which KOLs and Influencers are the representative faces, and from there, consumers have trust in the products promoted through that form.

Service quality: According to Zeithaml (1988), Service quality is the customer’s assessment of superiorities and overall excellence of an entity Sharing the same opinion with this perspective, Edvardsson (1997) believed that service quality is the service meeting customer expectations Parasuraman and colleagues (1988) defined: "Service quality is considered as the gap between service expectations and customer perceptions when using the service."

Delivery and receipt trends: (According to Habibullah Habibullah and Bambang

Pudjianto research) The logistics industry grew 40 percent during the Covid-19 pandemic, especially last-mile delivery, namely delivery from retail or stores directly to consumers (Rabbi, 2021) Some logistics companies engaged in last-mile delivery, for example, PT Pos Indonesia, Tiki, JNE, J&T, Shopee Express, Ninja, Antar Aje, etc This has caused the logistics sector to absorb many human resources with various activities in the logistics sector, including Warehouse, Logistics Administrative officers.

Brand awareness: Brand awareness is defined as the buyer's ability to identify a brand in enough detail to make a purchase (Rossiter and Percy, 1987, 1997) Brand awareness is a very important issue in consumer behavior research, advertising management, brand management and strategy development Consumers' ability to recognize and recall a brand is the leading factor in making purchasing decisions Product purchases cannot be made unless customers are first aware of the category of goods they need to buy and the brands within that category Awareness does not necessarily mean that the customer must be able to remember a particular brand name, but he or she must at least have a complete grasp of the product's distinguishing features in order to proceed.

Subjective norms: defined as an individual's perception, with that individual's important references, that a behavior should or should not be performed (Fishbein & Ajzen, 1975) Subjective norms can be measured through those related to the consumer, determined by normative beliefs for expected behavior and personal motivation to perform in accordance with those expectations (Fishbein & Ajzen, 1975, p 16).

Attitudes: is the attitude toward an action or behavior (Attitude toward behavior), expressing positive or negative perceptions of an individual about performing a behavior,which can be measured measured by the combination of belief strength and evaluation of this belief (Hale, 2003) If the outcome is personally beneficial, they may intend to engage in the behavior (Fishbein & Ajzen, 1975, p.13).

Behavioral intention: understood as each individual's intentions in performing behavior (Ridgway et al., 2008) In technology acceptance theory (TAM), behavioral intentions originate from people's attitudes and this intention will lead to specific human actions.However, in order to take a particular action, Tsai (2009) emphasizes that for an individual to actually perform a behavior, he or she must be able to control objective situations, e.g., such as resources, time and money.

Theory of research

For this research article, we choose the Theory of Reasoned Action (TRA) as the theoretical foundation for the study.

The theory of reasoned action (TRA) was developed in 1967 and expanded over time since the early 70s by Ajzen and Fishbein (1980) The TRA model shows that consumption propensity is the best predictor of consumer behavior To pay more attention to the factors that contribute to purchasing trends, consider two factors: customer attitudes and subjective standards.

In the TRA model, attitudes are measured by perceptions of product attributes. Consumers will pay attention to attributes that provide necessary benefits and have different levels of importance If we know the weights of those attributes, we can roughly predict the results of consumers' choices Subjective norm factors can be measured through people related to consumers (such as family, friends, colleagues, etc.); These people like or dislike what they buy The degree of impact of the subjective norm factor on consumers' buying tendency depends on: (1) the level of support/opposition for the consumer's purchase and (2) the consumer's motivation to do so according to the wishes of influential people The degree of influence of related people on consumer behavioral trends and the motivation for consumers to follow related people are two basic factors to evaluate subjective norms The stronger the level of intimacy of the people involved with the consumer, the greater the influence on their purchasing decisions The greater the consumer's trust in related people, the greater their purchasing tendency will be affected Consumers' purchasing intentions will be affected by these people with different levels of strong and weak influence.

Behavior: according to TRA, behavioral intention is the main driver of behavior, while the two main determinants of behavioral intention are people's attitudes and norms By examining attitudes and subjective norms, researchers can understand whether people will carry out the intended action or not.

Attitude: according to TRA, attitude is one of the main factors determining behavioral intention and refers to how people feel towards a specific behavior The theory postulates that a direct correlation exists between attitudes and outcomes; if one believes that a certain behavior will lead to a desired or favorable outcome, then one is more likely to have a positive attitude toward that behavior.

Behavioral beliefs allow us to understand people's motivations for their behavior in terms of the consequences of their behavior This concept postulates that people tend to associate the performance of a certain behavior with a certain set of outcomes or features.

Evaluation: outcome evaluation refers to how people perceive and evaluate the potential outcomes of a performed behavior Such judgments are formed in a binary "good- bad" fashion.

Subjective norms, as defined by Ajzen as "perceived social pressure to perform or not perform a behavior," play a crucial role in shaping behavioral intentions These norms stem from the perception of social groups, particularly family, friends, and peers, who influence individuals' actions TRA suggests that individuals develop normative beliefs about the acceptability of certain behaviors Notably, subjective norms also encompass the individual's motivation to adhere to group views and perceptions, which can vary based on the context and personal inclinations.

Normative beliefs: normative beliefs touch on whether relevant reference groups approve of the action or not There exists a direct correlation between normative beliefs and behavioral performance Typically, referral groups will approve of an action more and more, the more an individual will perform that action Conversely, referral groups will be less likely to approve of an action, and individuals will be less likely to carry out that action.

Motivation to conform: this is the fact that individuals may or may not comply with the social norms of the referent groups surrounding the action Depending on the individual's motivation to comply with social pressures, the individual will either yield to social pressure to take action if deemed acceptable, or will instead resist social pressure to perform that behavior if it is not accepted.

Behavioral intention is a function of both the attitude and the subjective norm toward that behavior (also known as the normative component) Attitude is how strongly people hold their attitudes toward actions and events Subjective norms are social norms associated with actions Several studies have shown that direct prior experience with a given activity leads to increased weighting on the attitudinal component of the behavioral intention function.

Figure 1: TRA theoretical research model Ajzen and Fishbein (1980).

In the theory of reasoned action model, each individual consumer's beliefs about a product or brand will influence attitudes toward behavior, and attitudes toward behavior will influence purchasing tendencies, not does not directly affect purchasing behavior Therefore, attitude will explain the reasons leading to consumers' shopping trends, and trends are the best factor to explain consumers' behavioral trends."

Overview of research works related to the topic

Luân, Nguyễn Khánh Linh, Dương Văn Thảo

3 Determine the level of customer satisfaction in the Ho Chi Minh City region regarding the utilization of delivery and courier services.

Propose solutions aimed at enhancing the capability to meet customer satisfaction for the delivery and courier services provided by Giao Hàng Tiết Kiệm.

N#4 The factors that have the most significant impact on customer satisfaction, in descending order, are Empathy, Price Perception, Tangible Resources, Reliability, and Service Efficiency.

Strategy of Giao Hàng Tiết Kiệm relatively successful in establishing its positioning strategy. Customers perceive the company as a reliable transportatio n provider offering quality services at affordable and reasonable prices.

However, it is worth noting that the company has experienced incidents involving damaged, lost, or spoiled goods, which have caused inconvenien ce to customers.

Associate Professor Ph.D Đặng Văn Mỹ

3 The objective of this study is to explore how various aspects of Logistic Service Quality (LSQ) impact customer satisfaction and retention at Giao Hang Tiet Kiem in the era of digital transformati on It uses survey data from Giao Hang Tiet Kiem clients who evaluate LSQ dimensions related to managing delivery services through the Giao Hang Tiet Kiem App in a B2B context to identify the specific LSQ factors that influence customer

(5 logistic s experts and 15 custom ers)

Logistic service quality is closely tied to key attributes like personal interactions, information accuracy, ordering processes, and timely delivery. Six of these attributes explain roughly 53% of the variation in logistic service quality This study confirms that logistics service quality significantly influences satisfaction at Giao Hang Tiet Kiem, explaining 29% of satisfaction variance.

Additionally, the link between satisfaction and retention. satisfaction and customer retention is validated,with satisfaction accounting for 39% of retention variance

University of Transport and Communicati ons

Leveraging quantitative methods, this research aims to comprehensively evaluate last-mile delivery in Vietnam by examining customer perspectives and reactions By addressing limitations in previous studies, this article seeks to provide valuable insights and recommendations tailored to the Vietnamese market.

The study's respondents primarily comprised students (60%), followed by varied professions (26%), including laborers (6%) and office employees (5%) Geographically, 62% of participants resided in urban centers, 35% in suburban areas, and 1% in mountainous regions, highlighting the widespread applicability of last-mile delivery services across diverse demographics and locations.

Cost is a significant factor for customer evaluation,with over65% of customers preferring service costs between 20,000 and 50,000 Vietnamese dong.

Surprisingly , 28% opt for free services, reflecting uncommon customer behavior. Other pricing options exist, but they have lower preferences. Speed of service delivery is crucial, with over 95% of customers caring about it, and nearly 45% expecting delivery within two days, including5.88% desiring same-day delivery.The reputation of last-mile delivery service providers varies, with prominent ones like Giao Hang Tiet Kiem, Grab, and Tiki holding over 70% customer trust and awareness. Others, such as Ninja Van and Sendo, receive less attention (popularity below 25%).

Nguyen Danh Nam, Le Thu Hang(from Hanoi University of Natural

202 1 This study analyzes the factors influencing customer satisfaction with the quality of logistics services provided by express delivery companies, focusing on a typical case study in Hanoi

N"5 The results indicate that there are five factors positively impacting customer satisfaction with the quality of logistics services

Customer satisfaction with the quality of logistics

City services provided by express delivery businesses is influenced by these five service quality factors, ranked from strongest to weakest impact: (1) Responsive ness; (2) Assurance; (3)

The findings, along with the proposed managerial implications, can assist business managers in developing strategies for the long- term and sustainable growth of express delivery enterprises in the current competitive business environment.

Hoang Vy, Pham Thanh Thai, Bach Ngoc Hoang Anh, Nguyen

9 Integrating the factors of service quality with a relatively new theoretical concept, service convenience , to build a model to explain customer satisfaction

Quantitative N%0 Both service quality and convenience are important factors that contribute to customer satisfaction.

7 Study of the factors affecting the intention to use online shopping services among consumers in Da Nang

4 -Identifying the factors that affect consumer intention to use online shopping services and to assess the market potential

-Providing recommend ations and suggestions for online shopping service providers in designing features and services for users.

N0 Iidentify the factors that affect consumer intention to use online shopping services and to assess the market potential.

To provide recommend ations and suggestions for online shopping service providers in designing features and services for users.

4.1 Draw conclusions from referenced research articles

Our team believes that this research topic will be different from previous studies in considering the impact on customers' intention to use GHTK services in Ho Chi Minh City in more aspects From there, readers will have a more intuitive view of the factors affecting the intention to use the service - especially market researchers and GHTK services.

Research hypothesis and proposed research model

Pricing is a crucial factor for businesses in retaining loyal customers Consumers are willing to pay a premium for favored brands but may hesitate to purchase if prices fall below expectations (Levy & Weitz, 2012) Inherent product attributes, such as brand and price, profoundly influence customer behavior and perception of the product's value (Wickliffe & Pysarchik, 2001) Research has demonstrated that price is a significant determinant of customer purchases, directly impacting customer satisfaction and attitudes (Hermann et al., 2007) Thus, pricing plays a pivotal role in customer loyalty and product evaluation.

=> H1: Price has a positive impact on attitude.

“Brand awareness is defined as the customer's awareness of a specific brand and through the brand can recall products related to the brand and the quality of those products (Macdonald and Sharp 2000) Evidence from previous studies exists to support the hypothesized influence of brand awareness on brand attitude and purchase intention Macdonald and Sharp (2000) also noted that consumers often rely on their brand awareness in the decision-making process because they want to save time and effort in purchasing decisions Washburn and Plank (2002) also found that consumers' brand awareness significantly influences purchase intention. Recently, Huang and Sarigửllỹ (2012) asserted that brand awareness is highly related to brand attitude in their study of the relationship between brand awareness and market outcomes.

=> H2: Brand awareness has a positive impact on attitude.

Perceived product quality refers to the perception of overall quality, the superiority of a product or service over other alternatives The perception of quality is a general and intangible feeling about the brand Perceived quality is often based on product characteristics such as reliability, performance, and brand Perceived quality is a general perception, the definition and measurement of which is useful to understand customer attitudes towards product quality (Kia, 2012; as cited in Aker, 1991) Quality is helpful in creating competitive advantage (Zeeshan, 2013) It is a process of continuous improvement and continuous change to increase product performance and bring satisfaction to customer needs Quality should be improved every time (Tariq et al., 2013) Chi et al (2008) concluded that if a product has better quality, customers will be more inclined to buy it.

=> H3: Service quality has a positive impact on attitude.

“Advertising is one of the promotional strategies, which is an important tool in creating awareness in the minds of potential customers to make a decision to buy a product. Manufacturers create an emotional bond with customers through advertising When customers pay attention to advertising, their feeling towards the advertisement increases, leading to brand promotion, and when they have a good feeling towards the brand, they will want to buy that brand's product Consumers' attitudes toward advertising are shaped by their beliefs In their research, Karson and colleagues (2006) segmented consumers into three attitude groups (Pro, Ambivalent, Critics) based on their beliefs about online advertising Specifically, people in the Critics group tend to use the Internet less often to search for information and view the Internet as more pragmatic than the other two groups Pollay and Mittal (1993) proposed seven trust factors based on consumer trust and classified these factors into two types Wolin, Korgaonkar, and Lund (2002) tested Pollay and Mittal's (1993) trust model and found that trust factors such as product information, enjoyment, role, and social image have positively related to customer attitude The above studies have shown the relationship between trust and attitude, and most recently, Lee & Chow (2020) emphasized the above point when finding a strong positive relationship between trust in advertising online and shoppers' attitudinal trends"

=> H4: Belief Toward Online Advertising has a positive impact on attitude.

5.5 Delivery and receipt (trends trend)

Trends can have a significant impact on our lives, as they can influence the way we think, behave, and interact with the world around us For example: Fashion and Beauty Trends: Fashion and beauty trends can influence the way we dress, groom ourselves, and present ourselves to the world Following the latest trends can help us feel fashionable and up-to-date, but it can also create pressure to conform to a certain look or style Technological Trends: Technological trends can affect the way we live, work, and communicate with others The latest tech gadgets and apps can make our lives easier and more convenient, but they can also lead to information overload and an increased sense of isolation and disconnection For the delivery industry, new trends such as delivery by air will also affect consumers' choice decisions.

=> H5: Delivery and receipt trends have a positive impact on attitude.

According to TRA theory, subjective norms are an individual's perception of a specific behavior that is influenced by those close to them Park et al (2007) pointed out that subjective norms are also one of the main factors determining behavioral intentions and refer to the perceptions of related groups or individuals such as family members Family, friends, and coworkers can influence a person's behavioral performance Ajzen defines subjective norms as

Subjective norms, as defined by the Theory of Reasoned Action (TRA), refer to an individual's perception of social pressure to engage in a specific behavior These norms arise from beliefs about the acceptability of certain behaviors, shaping one's intent to perform or refrain from the behavior Moreover, subjective norms incorporate the individual's motivation to align with the views of their social community, which can vary based on the situation and personal motivation Studies have established a positive correlation between subjective norms and shopping attitudes, such as the strong influence on Indian luxury goods purchase intentions found by Jain and Khan (2017) Thus, subjective norms play a significant role in shaping attitudes towards certain behaviors.

=> H6: Subjective norms factors have a positive impact on the attitude.

According to TRA theory, attitude is one of the main determinants of behavioral intention and refers to how people feel towards a particular behavior Attitudes are influenced by two factors: the strength of behavioral beliefs regarding the outcome of the performed behavior (i.e., whether the outcome is likely or not) and the evaluation of the potential outcome (i.e., whether the results are positive or not) Attitude towards a certain behavior can be positive, negative or neutral A direct correlation exists between attitudes and outcomes; if one believes that a certain behavior will lead to a desired or favorable outcome, then one is more likely to have a positive attitude towards that behavior Nguyen (2019) showed that if people believe that a certain behavior will lead to an undesirable or unfavorable outcome, then people are more likely to have negative attitudes toward that behavior Park, Jeon & Sullivan (2014) found a significant positive relationship between attitude and purchase intention.

=> H7: Attitude has a positive impact on behavior.

RESEARCH DESIGN

Research process design

Qualitative research

Qualitative research is an extremely important first step in the research process The reason is because by researching and analyzing previous research works on their topic using secondary data sources, the group will think and filter out ideas that are consistent with the initial direction and direction From there, a separate research model is conjectured.

Based on the qualitative interviews, as well as the summary of results, the authors found that the 7 hypothesized factors mentioned all have a degree of influence on customers. Important factors such as service cost and service quality have a strong impact on the opinions of interviewees In addition, subjective norms also greatly influence individual usage decisions.Online advertising factors and personal attitudes do not seem to have a strong impact on consumer decisions.

Quantitative research design

3.1 Sample selection process a Identify the crowd

Spatial Scope: The research is conducted in Ho Chi Minh City (TPHCM), primarily through social media platforms and direct interactions with respondents.

Temporal Scope: The research project is carried out within a specific time frame, which is not specified in the provided information.

Methodology: The research employs a quantitative analysis method using data collected from questionnaires Various hypothesis testing methods are utilized to validate measurement scales Software tools, particularly Microsoft Excel 2016, are employed for data encoding and the creation of charts.

From there, we determine the sample size to be 254. b Sampling method

Collect secondary data: We collect secondary data to serve the topic of information about issues

Step 1: Determine the information needed to collect for the research including:

- Information about GHTK from the websites of GHTK service providers.

- Articles about GHTK and information related to GHTK.

- Research on consumer behavior and purchasing psychology of individuals.

Step 2: Find data sources: Information is collected mainly through books, newspapers and information on the Internet to ensure the reputation of the information source.

Step 3: Evaluate and select appropriate information for the research

Collect primary data: a Collection method

Primary data was collected using a google form questionnaire to interview individuals online in Ho Chi Minh City b Questionnaire design

The content of the questionnaire includes three parts:

- Introduction: Introduces the title of the research, meaning, purpose of the research and commitment to personal information security, objectivity and honesty.

- Content: o Demographic questions: age, gender, average monthly income o Questions to identify needs, frequency of use, and access channels. o Question about selecting factors that influence the behavior of using GHTK services. o Survey questions about factors affecting customer behavior and intention to continue using GHTK services

- Conclusion: Send thanks to survey subjects and ask for email addresses or contact phone numbers. c Sampling method

Data collected from the survey will be cleaned (data evaluated), coded, entered and processed using SPSS software.

Analyze data using the method:

- Descriptive statistical analysis: Analyze the characteristics of the survey sample in terms of: gender, income, age

- Inferential statistical analysis: Identify Factors affecting customer behavior intention to continue using GHTK services and measure the influence of those factors. d Model approach

To obtain the target sample size of 60 participants, an indirect sampling approach was employed through the internet via a Google form questionnaire Judgmental sampling (non-probability) was utilized to purposefully select participants who met specific criteria: 1) being part of the target audience and 2) fulfilling the study's eligibility requirements.

The first way: Send the survey link via Facebook Messenger Here, the team will use a non-probability sampling technique - germline development Specifically, initially the researcher will select focal respondents They were selected randomly based on the researcher's class list or relationship After completing the online questionnaire survey, these key respondents will continue to select the next respondents based on their relationship.

Second method: Send the survey link to Facebook groups for three types of research subjects Specifically, the researcher will collect data from groups, participate and post a call to participate in the survey with small gifts such as learning materials, e Quantitative questionnaire

The quantitative questionnaire below is referenced and adapted from reputable international research articles, and is not the most complete table f Scale a Independent variables

BA: Belief toward online advertising

P1 GHTK is not expensive Siddique, M.A.M.(2012)

P2 GHTK is good value for money.

P3 I chose GHTK because it is economical

P4 GHTK is suitable for my budget.

B1 I'm familiar with the GHTK Young Jung và YooKyoung Seock (2016)

The brand of GHTK I am using is a famous brand.

B3 I can recognize my using GHTK brand among other brands

SQ1 Delivery orders have consistent quality.

Michael 2014 Linking Product Evaluations and Purchase Intention for Country-of- Origin Effects Journal of Global Marketing.

SQ2 GHTK has good service quality.

SQ3 GHTK has good standard quality.

SQ4 I can identify which delivery orders are bad.

SQ5 GHTK has more advanced services.

BA: Belief toward online advertising

BA1 The Internet is a valuable source of

BA3 Online advertising is entertaining and enjoyable.

BA4 Online advertising is trustworthy and believable

BA5 Online advertising is essential.

D1 I am aware of the delivery/pickup trends and want to be one of the first to try them.

Habibullah Habibullah and Bambang Pudjianto research

D2 The shipping industry has become trendy and GHTK will grow.

S1: People important to me think I should use GHTK.

S2: Contact with people affects my use of GHTK.

S3: My acquaintances will approve of my decision to use GHTK.

A1 When I use GHTK, I feel pleasant Siddique, M.A M (2012)

A3 When I use GHTK I feel convenient.

BI1 I would like more information about GHTK.

BI2 I would consider using GHTK.

BI3 I would use GHTK if I need delivery.

1 Have you ever used the GHTK service?

2 From what source did you know about GHTK service?

3 How often do you use the service in one month?

4 How much are you willing to pay for using the service?

5 How far is your distance to the physical store when you use GHTK service?

2 GHTK is good value for money.

3 I choose to GHTK because it is economical.

4 GHTK is suitable for my budget.

2 The brand of GHTK I am using is a famous brand.

3 I can recognize my using GHTK brand among other brands

SQ: Service quality 1 Delivery orders have consistent quality.

2 GHTK has good service quality.

3 GHTK have good standard of quality

4 I can recognize which delivery orders are bad

5 GHTK has more advanced services.

BA: Belief toward online advertising 1 The Internet is a valuable source of GHTK information.

3 Online advertising is entertaining and enjoyable

4 Online advertising is trustworthy and believable

D: Delivery and receipt trends 1 I am aware of the delivery/pickup trends and want to be one of the first to try them.

2 The shipping industry has become trendy and GHTK will grow.

S: Subjective Norms 1 People important to me think I should use GHTK.

2 Contact with people affects my use of GHTK.

3 My acquaintances will approve of my decision to use GHTK.

A: Attitude 1.When I use GHTK, I feel pleasant.

3 When I use GHTK I feel convenient

BI: Behavioral Intention 1 I would like more information about GHTK.

3 I would use GHTK if I need delivery.

RESEARCH RESULTS

Survey description

After the survey, 300 questionnaires were collected from customers in Ho Chi Minh city Of the returned questionnaires, 46 were invalid, so the team included the remaining 254 for analysis.

Descriptive statistics

Statistical results of the research sample divided by gender, age, monthly income, occupation, frequency of use, and fee paid by the surveyed subjects are presented in the following figure:

Of the total 254 participants who responded to the survey, 153 were male, accounting for 60.2%, and 101 were female, accounting for 39.8%.

Of the total 254 participants who responded to the survey, there were 200 people aged18-23, accounting for 78.7%, 39 people aged 24-29, accounting for 15.4%, and 6 people aged30- 50, accounting for 2.4% and there are 9 people over 50 years old accounting for 3.5%.

Under 1 milion 1 - 3 miliom 4 - 7 milion 8 - 10 milion 11 - 15 miliom

Of the total 254 participants who responded to the survey, 32 people with income under

The income distribution in the group shows a significant proportion earning between 1-7 million, with 81 individuals (31.9%) in the 1-3 million range and 84 (33.1%) in the 4-7 million range However, a notable portion (25 individuals or 9.8%) earn between 8-10 million, while 16 (6.3%) earn between 11-15 million The distribution then becomes more concentrated, with 9 individuals (3.5%) earning between 16-30 million and 7 (2.8%) earning over 30 million.

Of the total 254 participants who responded to the survey, 200 were students, accounting for 78.7%, and 54 people were working, accounting for 21.3%.

Table 10: Frequency of service use

1 - 3 琀椀mes 4 - 7 琀椀mes 8 - 15 琀椀mes 16 - 30 琀椀mes over 30 琀椀mes

Chart 6: Frequency of service use

Of the total 254 participants who responded to the survey, 179 people used it 1-3 times,accounting for 70.5% 39 people used it 4-7 times, accounting for 20.9%; 18 people used it 8-

15 times, accounting for 7.1%; and 2 people who used it 16-30 times and over 30 times, accounting for 0.8%.

Of the total 254 participants who responded to the survey, there were 25 people who paid less than 10,000 VND, accounting for 9.8%; 65 people paid 10,000 - 20,000 VND,accounting for 25.6% There were 74 people paying 20,000 - 30,000 VND, accounting for

29.1% There are 61 people paying 30,000 - 40,000 VND, accounting for 24% and 29 people paying over 40,000 VND, accounting for 11.4%.

Preliminary assessment using Cronbach's Alpha reliability scale

3.1 Testing the reliability of Cronbach's Alpha scale

The results of Cronbach's Alpha scale of factors affecting the continued use of GHTK services by customers in Ho Chi Minh City are shown in the following tables.

The price scale (P) has Cronbach's Alpha coefficient = 0.915 > 0.6, and the Corrected item-total correlation coefficients of the observed variables are all greater than 0.3 So, it meets the requirements for EFA analysis.

Brand awareness scale (B) coefficient = 0.916 > 0.6, and the Corrected item-total correlation coefficients of the observed variables are all greater than 0.3 So, it meets the requirements for EFA analysis.

Service quality scale (SQ) coefficient = 0.904 > 0.6, and the Corrected item-total correlation coefficients of the observed variables are all greater than 0.3 So, it meets the requirements for EFA analysis.

Scale of advertising trust (BA) coefficient = 0.799 > 0.6, and the Corrected item-total correlation coefficients of the observed variables are all greater than 0.3 So, it meets the requirements for EFA analysis.

The scale for the tendency to deliver and receive (D) coefficient = 0.718 > 0.6, and the Corrected item-total correlation coefficients of the observed variables are all greater than 0.3.

So, it meets the requirements for EFA analysis.

The scale of subject norms (S) coefficient = 0.806 > 0.6, and the Corrected item-total correlation coefficients of the observed variables are all greater than 0.3 So, it meets the requirements for EFA analysis.

The scale of intention to continue using (BI) coefficient = 0.819 > 0.6, and the Corrected item-total correlation coefficients of the observed variables are all greater than 0.3 So, it meets the requirements for EFA analysis.

Evaluate the scale using exploratory factor analysis (EFA – Exploratory Factor Analysis) 53 1 Results of factor analysis of independent variables

The scale to determine customers' intention to continue using GHTK services in Ho Chi Minh City includes 6 observed variables After analyzing Cronbach's Alpha, all variables are guaranteed to be reliable, no variables are eliminated, so exploratory factor analysis continues to evaluate the convergence of observed variables according to the components.

4.1 Results of factor analysis of independent variables

After testing the scale using Cronbach's Alpha, 22 observed variables of the independent variable and 6 observed variables of the dependent variable all met the requirements and were included in the EFA analysis.

Table 12: KMO coefficient and Bartlett's test of the independent variable

Table 13: The total variance of the independent variable

The results of factor analysis showed that 6 factors were extracted at the point eigenvalue equal to 1.204 > 1, total variance = 73.093%, indicating that these 6 factors explain 73.093% of the variation in the data The factor analysis results show that the KMO coefficient

The Bartlett's test yielded a statistically significant result (Sig < 0.05), indicating a correlation among the observed variables within the population This correlation satisfies the prerequisite for factor analysis Moreover, all variables exhibited factor loadings exceeding 0.5, further supporting the suitability of these variables for factor analysis.

4.2 Results through factor analysis of intermediate variables

Table 15: KMO coefficient and Bartlett's test of the intermediate variable

Table 16: Total variance of the intermediate variable

The Bartlett test is statistically significant (Sig 1, factor loadings have values from 0.794 to 0.88, all greater than 0.5, so the intermediate variable "attitude" remains the same as the three observed variables (A1, A2, A3) and included in the regression analysis in the next step. Based on the results of evaluating the scale through Cronbach's Alpha analysis and exploratory analysis (EFA), research hypotheses and research model of factors affecting customers' intention to continue using GHTK services in Ho Chi Minh City remain the same compared to the theoretical model.

4.3 Results of factor analysis of dependent variable

Table 18: KMO coefficient and Bartlett's test of the dependent variable

Table 19: Total variance of the dependent variable

The Bartlett test is statistically significant (Sig 1, factor loadings have values from 0.827 to 0.898, all greater than 0.5, so the intermediate variable

"intention to continue using" remains the same three observed variables (BI1, BI2, BI3) and are included in the regression analysis in the next step Based on the results of evaluating the scale through Cronbach's Alpha analysis and exploratory analysis (EFA), research hypotheses and research model of factors affecting customers' intention to continue using GHTK services in HoChi Minh City remain the same compared to the theoretical model.

Regression analysis

Build model A: A = Bo + B 1 *P + B 2 *B + B 3 *SQ + B 4 *BA + B 5 *D+ B 6 *S + 𝜀 (Model 1)

The scale of values that influence customers' attitudes toward continuing to use GHTK services was included in the analysis using the linear regression method In which factors P, B,

SQ, BA, D, and S are independent variables, A is the dependent variable To evaluate the suitability of the model researchers, use the coefficient of determination R (R-square) to evaluate the suitability of the research model The coefficient of determination R has been shown to not necessarily increase with the number of independent variables added to the model; however, not every equation with more variables will fit the data better R2 tends to be an optimistic element of the measure of model fit to the data in cases where there are several explanatory variables in the model Thus, in linear regression, the adjusted R2 coefficient is often used to evaluate the model fit because it does not inflate the model fit level The results of regression analysis show that the adjusted R2 is equal to 0.644 (this model indicates that 64.4% of the change in customer attitude scale with continued use of GHTK services and the model is suitable) fits the data at the 95% confidence level.

Table 23: Model regression results table

According to the results of regression analysis, all 6 groups of factors, including price and brand awareness, have a positive impact on customer attitudes towards continuing to use GHTK services results in system analysis (Beta numbers are all positive) The results of regression analysis for the group of standardized regression equations (model 1) for standardized variables are as follows:

Customer attitude towards continuing to use GHTK services = 0.081(price) +

0.188(brand awareness) + 0.2(service quality) +0.1(advertising trust) +0.078(transaction tendency) receive) +0.552(subjective norms).

Based on the Beta coefficient, we can determine the importance of factors affecting customers' attitudes toward continuing to use GHTK services Looking at the Beta coefficient of the equation, we can see that customers are most strongly affected by the subjective norms factor (0.552) on their attitude towards continuing to use GHTK services Next is the service quality factor (0.2) which also has a positive impact on customers' attitude decisions towards continuing to use GHTK services Next is the brand awareness factor that affects customers' attitudes toward continuing to use GHTK services (0.188) Next is the advertising trust factor that affects customers' attitudes toward continuing to use GHTK services (0.1) The two factors that have the least impact on customer attitudes towards continuing to use GHTK services are price (0.081) and delivery-receipt trend (0.078).

Hypothesis testing results

Findings from consumer surveys and regression analyses indicate that price significantly influences customer attitudes towards continued use of GHTK services The positive and significant Beta coefficient of 0.081 supports the validity of hypothesis H1, confirming the impact of price on customer attitudes However, it is noteworthy that price ranked low among six key factors influencing customer attitudes towards GHTK services.

Through consumer survey results and regression analysis, it is shown that the brand awareness factor affects customers' attitudes towards continuing to use GHTK services, specifically the positive Beta coefficient and equals 0.188 With this result, the team can conclude that hypothesis H2 set for the research process is tested to be appropriate and correct for the research model However, the influence of this factor is not too high among the 6 factors affecting customers' attitudes towards continuing to use GHTK services.

Customer surveys and regression analysis revealed that service quality is the second most influential factor affecting customers' loyalty to GHTK services This is evidenced by the positive beta coefficient of 0.2 This finding supports the hypothesis (H3) that service quality has a significant positive impact on customer attitudes towards continued service usage.

Through consumer survey results and regression analysis, it shows that the advertising trust factor has the fourth most positive impact on customer attitudes towards continuing to use GHTK services, specifically Beta coefficient is positive and equal to 0.1 With this result, the team can conclude that hypothesis H4 set out for the research process is tested as appropriate and correct for the research model.

Through consumer survey results and regression analysis, it shows that the factor of delivery and receipt trends has the weakest positive impact on customers' attitudes towards continuing to use GHTK services, specifically: Beta coefficient is positive and equal to 0.078. With this result, the team can conclude that hypothesis H5 set out for the research process is tested to be appropriate and correct for the research model.

The last group of factors, subjective norms, has the strongest positive impact on customers' attitude toward continuing to use GHTK services, specifically the positive Beta coefficient and equal to 0.552 With this result, the group can conclude that hypothesis H6 set out for the research process is tested as appropriate and correct for the research model The results also show that the influence of this factor is the highest and most important among the group of 6 factors affecting customers' attitudes toward continuing to use GHTK services.

6.7 Results of testing the research model

Through the results of testing hypotheses H1, H2, H3, H4, H5 and H6, the team showed that the hypotheses set for the research process were confirmed to be correct That means the customer's attitude towards continuing to use GHTK services is influenced by the above 6 main groups of factors The subjective norms factor group is the important factor group and has the strongest influence on customers' attitudes towards continuing to use GHTK services.

Build a linear regression model

Build BI models: BI = Bo+ B 1 *A + 𝜀 (Model 2)

The scale of values that influence the behavior of continuing to use GHTK services of customers in Ho Chi Minh City was included in the analysis using linear regression method In which, factor A is the intermediate variable, BI is the dependent variable To evaluate the suitability of the model, researchers use the coefficient of determination R (R-quare) to evaluate the suitability of the research model The coefficient of determination R has been shown to not necessarily increase with the number of independent variables added to the model However, not every equation with more variables will fit the data better/ R2 tends to be an optimistic measure of model fit to the data in cases where there are several variables explained in the model Thus, in linear regression, the adjusted R2 coefficient is often used to evaluate the model fit because it does not inflate the model fit level The results of regression analysis show that the adjusted R2 is 0.46 (this model explains 46% of the change in customer attitude scale towards continuing to use GHTK services) The model fits the data at the 95% confidence level.

Table 26: Model regression results table

According to the regression analysis results, the regression analysis results for the group of standardized regression equations (model 2) for standardized variables have the following form: BI=0.68*A + 𝜀 or:

Behavior to continue using GHTK services of customers in Ho Chi Minh City =0.68*A

Based on the Beta coefficient, we can determine the importance of the attitude factor to the continued use of GHTK services by customers in Ho Chi Minh City Looking at the Beta coefficient of the equation, we can see that attitude has a very strong impact on the behavior of customers in Ho Chi Minh City to continue using GHTK services (0.68).

Results of testing hypothesis H7

The group of attitude factors has a strong positive impact on the behavior of continuing to use GHTK services of customers in Ho Chi Minh City, specifically the Beta coefficient is positive and equal to 0.68 With this result, the group can conclude that hypothesis H7 set out for the research process are verified as appropriate and correct for the research model The results also show that the influence of this factor has a strong impact on customers' intention to continue using GHTK services in Ho Chi Minh City.

Testing the difference in the level of impact of factors affecting the behavior of

To test whether the factors affecting the behavior of continuing to use GHTK services of customers in Ho Chi Minh City are different between two groups of men and women, the team conducted a test using the Independent Samples T-test method.

Table 27: Average value of two groups of men and women

Table 28: Results of testing the difference in the impact level of factors affecting the behavior of continuing to use GHTK services of customers in Ho Chi Minh City by gender

From the results table, we see that Sig in the Levene test is equal to 0.053 (>0.05), we can confirm that the variance between the two groups of men and women is identical With the t-test results, we have Sig The two tails are equal to 0.048 (0.05), so at the 95% confidence level, accept the hypothesis H0 "Equal variances" and reject the hypothesis H1 "Different variances" and therefore the results of ANOVA analysis are positive can be used ANOVA analysis results with a significance level of 0.073 (>0.05) thus we accept the hypothesis H0 "Equal variances". With observational data, there are not enough conditions to confirm that there is a difference in the intention to continue using GHTK services of customers in Ho Chi Minh City has different ages.

9.4 Test the difference according to monthly income

To test the factors that affect customers' intention to continue using GHTK services in

Ho Chi Minh City between monthly income groups, the team conducted a test using the One -Way Anova method.

Table 34: Descriptive statistics by monthly income

Table 35: Levene test of monthly income groups

The results show whether the variance of customers' intention to continue using GHTK services in Ho Chi Minh City is equal or different between income groups Sig of the Levene statistic is 0.519 (>0.05), so at the 95% confidence level, accept the hypothesis H0 "Equal variances" and reject the hypothesis H1 "Different variances" and therefore the results ofANOVA analysis are positive can be used The results of ANOVA analysis with a significance level of 0.175 (>0.05) mean that we accept the hypothesis H0 "equal means" Observational data is not enough to confirm that there is a difference in the intention to continue using GHTK services of customers in Ho Chi Minh City between groups of people with different incomes.

9.5 Test the difference according to monthly usage frequency

To test whether the factors affecting the intention to continue using GHTK services of customers in Ho Chi Minh City among groups with monthly usage frequency, the team conducted a test using the One - Way Anova method.

Table 37: Descriptive statistics by monthly frequency of use

Table 38: Test Levene according to monthly usage frequency

The results show whether the variance of customers' intention to continue using GHTK services in Ho Chi Minh City is equal or different between monthly usage frequency groups.

Sig of the Levene statistic is 0.735 (>0.05), so at the 95% confidence level, accept the hypothesis H0 "Equal variances" and reject the hypothesis H1 "Different variances" and therefore the results of ANOVA analysis are positive can be used The results of ANOVA analysis with a significance level of 0.013 (

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