Determinants of consumers intention toward online purchasing in ho chi minh

Advisor’s assessment Advisor’s signature LISTS OF FIGURES Figure 1: Proposed model for determinants affect customers’ intention toward online purchasing 23 Figure 2: Adjusted model 51 BMBR5103_MBAOUM K15A_NGUYEN THI HANG Page LISTS OF TABLES Table 1: a set of Dependent and Independent Variables 30 Table 2: Demographics of respondants (n=107) 37 Table 3: Cronbach’s Alpha of variable “Convenience” 38 Table 4: Cronbach’s Alpha of variable “Time saving” 39 Table 5: Cronbach’s Alpha of variable “Website design” 40 Table 6: Cronbach’s Alpha of variable “Security” 41 Table 7: Cronbach’s Alpha of variable “Intention” 42 Table 8: Cronbach’s Alpha summary 42 Table 9: Total Variance Explained 44 Table 10: Summary of Loading Factor and Cronbach’s Alpha second time 50 Table 11: Summarizes Pearson statistical correlation between the explanatory variables 52 Table 12: Relevance of the model 54 BMBR5103_MBAOUM K15A_NGUYEN THI HANG Page CONTENT ACKNOWLEDGEMENT ABSTRACT PART 1: INTRODUCTION Reason to choose the thesis: E-commerce actual situation of Vietnam Problem statement 10 Research objectives 11 Research questions 11 Contribution 12 Structure 12 PART II: LITERATURE REVIEW 14 Understanding of e-commerce 14 1.1 Forms of e-commerce: 15 1.2 Role of e-commerce: 16 Theoretical literature 16 2.1 Consumers buying behavior process 17 2.2 Theory of Reasoned Action (TRA) 17 2.3 Theory of Perceived Risk (TPR) 18 2.4 Technology Acceptance Model (TAM) 20 Previous researches: 21 3.1 Domestic researches: 21 3.2 International researches: 22 Summary 22 PART III: METHODOLOGY 23 Conceptual model and hypothesis: 23 1.1 Convenience 24 1.2 Time saving 24 1.3 Website design/features 25 BMBR5103_MBAOUM K15A_NGUYEN THI HANG Page 1.4 Security 26 1.5 Demographics 27 Research Method 28 Measuring scale: 28 Data collection 32 Sampling 32 Sample designing and size 33 Questionnaire designing 33 PART IV: DATA ANALYSIS AND RESULTS 35 Data analysis methods 35 Demographics description 36 Analysis 37 3.1 Cronbach Alpha: 37 3.2 Exploratory Factor Analysis (EFA) 43 3.3 Correlation analysis using Pearson correlation coefficient 52 3.4 Regression analysis 53 3.5 Hypothesis testing 56 3.6 Homogeneity of variances testing: 57 3.7 Summary 62 PART V: CONCLUSION AND RECOMMENDATION 63 Conclusion 63 Recommendation 64 Research limitation 64 REFERENCE 65 APPENDIX 68 BMBR5103_MBAOUM K15A_NGUYEN THI HANG Page ACKNOWLEDGEMENT Firstly, I would like to express my gratitude to Assoc.Prof,Dr, Phan Dinh Nguyen, my supervisor, for his guidance and help during my process of finishing this thesis Secondly, I would like to thank my friends for their support in collecting sample for this thesis Last but not least, I would like to express my appreciation to my family who are always besides me to give me the inspiration to achieve my goal Sincerely Nguyen Thi Hang BMBR5103_MBAOUM K15A_NGUYEN THI HANG Page ABSTRACT This research is about the determinants of consumers’ intention toward online purchasing in Hochiminh City It aims to: (1) clarifying which are determinants of consumers’ intention toward online purchasing; (2) Giving recommendation for e-retailers to improve their service for attracting more customers and developing e-commerce to take advantage of this industry as other countries did This research is a descriptive research and mainly processed according to the quantitative method in order to get precise results Through implementing process, it found factors which affect the consumers’ intention toward online purchasing as: (1) The convenience that e-commerce brings to consumers; (2) Ecommerce help consumers save time for shopping; (3) The good e-commerce website design attracts consumers to make buying; (4) The security of ecommerce website also attracts consumers to use Besides, the research model is considered the effect of demographics of consumers including: Age, Gender, Income, and Education to their intention of buying online The quantitative method is implemented through pre-designed surveying questionnaires There are 107 samples of questionnaires were collected and processed by SPSS 22.0 software Multiple regression analysis results showed that the model was met with collected data and the accepted hypothesis was that the security has positive effect on consumer’s intention toward buying online However, there is only 23,9% of the effect comes from the security factors The results of this study will help e-retailers understand deeply which factors has the most effect on consumer’s intention So they can improve the function of their website to ensure the safe for customers when making transaction And they must pay attention to the products they provide and customers service including delivery service and after sale service to reduce the feeling of risk perceiving for BMBR5103_MBAOUM K15A_NGUYEN THI HANG Page customers in making transaction online, customers then have more intend to buy online BMBR5103_MBAOUM K15A_NGUYEN THI HANG Page PART 1: INTRODUCTION Reason to choose the thesis: E-commerce (electronic commerce or EC) is the buying and selling of goods and services on the internet, especially the World Wide Web (Tech target, 20072012) And online shopping is a form of E-commerce whereby consumers directly buy goods or services from the seller through internet Online shopping is done through an online shops which are called: e-shops, e-store All the products of online shops are showed in text with photo and other type of multimedia files In some case, the extra information of products is provided through link on online shops According to Cuneyt & Gautam, 2004, online shopping allows customers to buy faster, more alternatives Nowadays, internet has developed and become the base for developing defaults applications which change the way of communicating and doing business In this context, many e-commerce websites have built and merged as the fast, effective transaction method that utilizing all resources In fact, the e-commerce activities have changed the whole economy not only in the way of supplying goods, but in the spending habits as well However, e-commerce in Vietnam has not still been developed and taken its advantages as it creates in many other countries in the world During the past 17 years, Vietnam has always ranked in the top 20 countries with the fastest growth rates of Internet in the world According to many experts judgement, the longer time online of consumers the more opportunities for e-commerce or online services to grow In urban areas, about 50% of the population has Internet access This percentage is even higher in the two major cities of Hanoi and Ho Chi Minh City Twothirds of them use the Internet every day, with nearly 50 hours on the Internet every month Internet users are in the fairly young age, a higher percentage of men 40% of users are presented with the office staff BMBR5103_MBAOUM K15A_NGUYEN THI HANG Page So the main objective of this research is to analyze determinants of consumers’ intention toward purchasing online This study may contribute not only to a better understanding on what and how strongly the factors are involved in online consumer purchasing decisions, but also provides some recommendations for ecommerce businesses in Hochiminh City But e-commerce businesses should keep in mind that consumer behavior might change by time, especially in online market E-commerce actual situation of Vietnam There are many researches in Vietnam shown that, there has been more than 90% internet users for the purpose of information searching In which, about 30% 40% of users accessed the e-commerce website This number gives us many meaning about the potential of e-commerce According to market research of NetCitizens, there are more than 50% internet users agree that they can find all kinds of Goods through e-commerce However, their belief in the safe of ecommerce is quite low There are only 14% among those trust in online shopping BMBR5103_MBAOUM K15A_NGUYEN THI HANG Page Hypothesis (H4): Security has positive effect to online purchasing intention Standardized regression coefficients is β4 = 0.398, sig(β4)= 0.000 < 0.05 We agree with hypothesis The survey result shows that, the “Security” has positive effect to online purchasing intention, customers pay attention to the security problem Good security will attract more customers This is suitable with many assessment nowadays Many customers are always worried about the security of e-commerce including the confidential of personal information, quality of products, and delivery time So when e-retailers ensure their business activities in high safety The intention of using online purchasing will increase significantly 3.6 Homogeneity of variances testing: The homogeneity of variances testing is used to test the difference between the intentions of using online purchasing with demographics including: Gender, Education, Income and Age 3.6.1 Testing the Intention due to Gender Test of Homogeneity of Variances Levene Statistic df1 df2 Sig Y.Intend 206 105 651 X4.Secu 341 105 561 ANOVA Sum of Squares Y.Intend X4.Secu Between Groups df Mean Square 075 075 Within Groups 56.027 105 534 Total 56.102 106 833 833 Within Groups 53.286 105 507 Total 54.118 106 Between Groups F Sig .140 709 1.641 203 Descriptives BMBR5103_MBAOUM K15A_NGUYEN THI HANG Page 57 95% Confidence Interval for Mean N Y.Intend Male Mean Std Std Lower Upper Deviation Error Bound Bound Minimum Maximum 69 2.6377 74259 08940 2.4593 2.8161 1.00 4.00 38 2.6930 70767 11480 2.4604 2.9256 1.00 4.67 Total 107 2.6573 72750 07033 2.5179 2.7968 1.00 4.67 X4.Secu Male 69 2.7633 73454 08843 2.5868 2.9397 1.00 4.67 38 2.5789 66974 10865 2.3588 2.7991 1.00 4.00 107 2.6978 71453 06908 2.5609 2.8348 1.00 4.67 Femail Femail Total The variance in homogeneity test between variable “Intend” and “Secu” is 65,1% and 56,1%, both are > 5% So the variance of Male and Female is equal, suitable for ANOVA analysis condition In all factors suitable for ANOVA analysis condition, we can see that: Sig (Intend) = 0.709, Sig (Secu) = 0.203 > 5% It means that there is no difference between male and female toward intention of using online purchasing 3.6.2 Testing the Intention due to Age: Test of Homogeneity of Variances Levene Statistic df1 df2 Sig Y.Intend 790 103 502 X4.Secu 1.069 103 366 ANOVA Sum of Squares Y.Intend X4.Secu Between Groups df Mean Square 3.507 1.169 Within Groups 52.595 103 511 Total 56.102 106 1.384 461 Within Groups 52.735 103 512 Total 54.118 106 Between Groups F Sig 2.289 083 901 444 Descriptives BMBR5103_MBAOUM K15A_NGUYEN THI HANG Page 58 95% Confidence Interval for Mean Std N Y.Inten Under 25 years old d From 25 to 35 years old From 35 to 45 years old over 45 years old Total X4.Sec Under 25 years old u From 25 to 35 years old From 35 to 45 years old over 45 years old Total Deviatio Std Lower Upper n Error Bound Bound Mean Minimu Maximu m m 61 2.5683 65925 08441 2.3995 2.7371 1.00 3.67 32 2.7083 78403 13860 2.4257 2.9910 1.00 4.67 12 2.7778 82061 23689 2.2564 3.2992 1.00 4.00 3.8333 23570 16667 1.7156 5.9510 3.67 4.00 107 2.6573 72750 07033 2.5179 2.7968 1.00 4.67 61 2.6284 69148 08853 2.4513 2.8055 1.00 4.00 32 2.7917 70202 12410 2.5386 3.0448 1.33 4.67 12 2.6944 88144 25445 2.1344 3.2545 1.67 4.33 3.3333 47140 33333 -.9021 7.5687 3.00 3.67 107 2.6978 71453 06908 2.5609 2.8348 1.00 4.67 The variance in homogeneity test between variable “Intend” and “Secu” is 50,2% and 36,6%, both are > 5% So the variance of group according to Age is equal, suitable for ANOVA analysis condition In all factors suitable for ANOVA analysis condition, we can see that: Sig (Intend) = 0.083, Sig (Secu) = 0.444 > 5% It means that there is no difference between groups of Age toward intention of using online purchasing 3.6.3 Testing the Intention due to Income: Test of Homogeneity of Variances Levene Statistic df1 df2 Sig Y.Intend 1.172 102 328 X4.Secu 1.003 102 409 BMBR5103_MBAOUM K15A_NGUYEN THI HANG Page 59 ANOVA Sum of Squares Y.Intend X4.Secu Between Groups df Mean Square 4.693 1.173 Within Groups 51.409 102 504 Total 56.102 106 979 245 Within Groups 53.139 102 521 Total 54.118 106 Between Groups F Sig 2.328 061 470 758 Descriptives 95% Confidence Interval for Mean Std N Y.Intend under million dong From to million dong From to million dong From to 10 million dong above 10 million dong Total X4.Secu under million dong From to million dong From to million dong From to 10 million dong above 10 million dong Total Mean Std Lower Upper Minimu Maximu Deviation Error Bound Bound m m 2.5333 1.06979 47842 1.2050 3.8616 1.00 4.00 17 2.7647 57451 13934 2.4693 3.0601 1.67 3.67 40 2.4750 73917 11687 2.2386 2.7114 1.00 3.67 43 2.7442 69327 10572 2.5308 2.9575 1.00 4.67 3.8333 23570 16667 1.7156 5.9510 3.67 4.00 107 2.6573 72750 07033 2.5179 2.7968 1.00 4.67 2.6000 9341 4.2659 1.00 4.67 17 2.6471 63978 15517 2.3181 2.9760 1.67 4.00 40 2.6667 66238 10473 2.4548 2.8785 1.33 4.00 43 2.7287 72468 11051 2.5057 2.9517 1.00 4.33 3.3333 47140 33333 -.9021 7.5687 3.00 3.67 107 2.6978 71453 06908 2.5609 2.8348 1.00 4.67 1.34164 60000 The variance in homogeneity test between variable “Intend” and “Secu” is 32,8% and 40,9%, both are > 5% So the variance of group according to Age is equal, suitable for ANOVA analysis condition In all factors suitable for ANOVA analysis condition, we can see that: BMBR5103_MBAOUM K15A_NGUYEN THI HANG Page 60 Sig (Intend) = 0.061, Sig (Secu) = 0.758 > 5% It means that there is no difference between groups of Income toward intention of using online purchasing 3.6.4 Testing the Intention due to Education Test of Homogeneity of Variances Levene Statistic df1 df2 Sig Y.Intend 628 103 599 X4.Secu 677 103 568 ANOVA Sum of Squares Y.Intend X4.Secu Between Groups df Mean Square F 5.126 1.709 Within Groups 50.976 103 495 Total 56.102 106 726 242 Within Groups 53.392 103 518 Total 54.118 106 Between Groups Sig 3.453 019 467 706 Descriptives 95% Confidence Interval for Mean Std N Y.Intend High school diploma Mean Deviatio Std Lower Upper n Error Bound Bound Min Max 24 2.7361 66652 13605 2.4547 3.0176 1.00 4.00 College 35 2.5905 71896 12153 2.3435 2.8374 1.00 3.67 Bachelor 40 2.5250 73530 11626 2.2898 2.7602 1.00 4.67 3.3750 54736 19352 2.9174 3.8326 2.33 4.00 107 2.6573 72750 07033 2.5179 2.7968 1.00 4.67 24 2.5972 78623 16049 2.2652 2.9292 1.00 4.67 College 35 2.8095 64820 10957 2.5869 3.0322 1.33 4.00 Bachelor 40 2.6667 71213 11260 2.4389 2.8944 1.00 4.33 2.6667 85449 30211 1.9523 3.3810 1.67 3.67 107 2.6978 71453 06908 2.5609 2.8348 1.00 4.67 and Associates degree Master Total X4.Secu High school diploma and Associates degree Master Total BMBR5103_MBAOUM K15A_NGUYEN THI HANG Page 61 The variance in homogeneity test between variable “Intend” and “Secu” is 59,9% and 56,8%, both are > 5% So the variance of group according to Age is equal, suitable for ANOVA analysis condition In all factors suitable for ANOVA analysis condition, we can see that: Sig (Intend) = 0.019 5% It means that the intention of using online purchasing has difference due to education The group has higher education will have more intention in using online purchasing than the lower education group About the security, there no difference according to group of education 3.7 Summary This part has shown the information of survey sample, testing the reliability of Cronbach’s Alpha and Exploratory factor analysis, regression analysis, and testing controlling variable From independent variables at the beginning, after using analysis model, there is only one variable “Security” is tested to achieve reliability, value, and be accepted The test results and the distribution model integrated regression model showed that the model is consistent with the data collected The hypothesis is also tested And the Hypothesis H4 ‘Security” has positive effect toward online purchasing intention BMBR5103_MBAOUM K15A_NGUYEN THI HANG Page 62 PART V: CONCLUSION AND RECOMMENDATION Conclusion Online shopping is becoming more popular day by day with the increase in the usage of World Wide Web known as www Understanding customer’s need for online selling has become challenge for marketers Specially understanding the consumer’s attitudes towards online shopping , making improvement in the factors that influence consumers to shop online and working on factors that affect consumers to shop online will help marketers to gain the competitive edge over others With the designed questionnaire, I directly handle to respondents in coffee shops around Hochiminh City After collecting, I found that the intention of using online purchasing relates two four components: (1) Convenience; (2) Time saving; (3) Website design; (4) Security with 18 observed variables to measure these variances The total respondents is 107, so the sample size is 107 And the data is processed through SPSS 22.0 software to check the reliability of Cronbach’s Alpha, EFA analysis, Regression analysis In EFA analysis, the two observed variable Web and Web are eliminated So the measuring scale still has variances but there are only 16 observed variables The result of regression shows that there is only variance “Security” has effect on online purchasing intention with β = 0,398 This means that, the more security of e-commerce website is, the more intention of online purchasing from customers have The research also shows that, the effect of Gender, Age, Income have no difference toward online purchasing intention With education, the higher education is, the more intention of using online purchasing BMBR5103_MBAOUM K15A_NGUYEN THI HANG Page 63 Recommendation Through the identification of factors that influence the intention to use online purchasing via internet, the study has provided the electronic retailers a detail look about consumers’ point of view in the using online purchasing While electronic retailers can consult through research proposals to enhance the competitiveness of its services to satisfy the needs of consumers This study provides a study guide for service providers to improve the safety of its sales activities for improvement of provided services to customers in the context of Vietnam’s development and integration with the world economy Research limitation The research models have R2 is 0.239, it means that only 23,9% of the variation intention to make online purchases is explained by the variation of the safety factor Thus there are many other observed variables should be added to the model Due to limitation in terms of time, human resources, support tools, research conducted the sample according to convenient sampling The representative of the overall sample is not high On the other hand the sample size is not really big, so the subjective evaluation of survey groups can deflect the study results The further research hence can be done with a larger sample size, probabilistic sampling and layering objects to increase the generalizability of the study The study limited to the examination of factors affecting intent to purchase over the Internet, not to mention actual usage behavior So also it is necessary to consider the relationship between intended behavior and actual behavior of online purchasing BMBR5103_MBAOUM K15A_NGUYEN THI HANG Page 64 REFERENCE Adams, J S (1965) Inequity in social change In: L Berkowitz, ed Advances in experimental social psychology New York: Academic Press, 267-299 Ajzen I., Fishbein M (1975) Belief, Attitude, Intention and Behavior: An Introduction to theory and research, Addition – Wesley, Reading, MA Ba, S., & Pavlou, P A (2002) Evidence of the effect of trust building technology in electronic markets: Price premiums and buyer behavior MIS Quarterly, 26 (3), 243-268 Bauer, R A (1960), “Consumer Behavior as Risk Taking”, in D F Cox (Ed.), Risk taking as Information handling in Consumer Behavior (23-33) Boston: Graduate School of Business Administration, Havard University Bhatnagar, A, Misra, S., and Rao, H R Online risk, convenience, and Internet shopping behavior, Communications of the ACM (43:11), 2000, pp 98-105.s Bhatnagar, A., Ghose, S (2004), “Segmenting Consumers Based on the Benefits and Risks of Online Shopping”, Journal of Business Research, 57, 1352-1360 Chiu, C M., Lin, H Y., Sun, S Y., & Hsu, M H (2009) Understanding customers’ loyalty intentions towards online shopping: an integration of technology acceptance model and fairness theory Behaviour & Information Technology, 28(4), 347-360 Cheung C.M.K, Lee M.K.O (2005) Research framework for Customer Satisfaction with Internet Shopping City University of Hong Kong, China Sprouts: Working papers on Information System, 5(26) http://sprout.aisnet.org/5-26 Cox, D F, & Rich, S U (1964), “Perceived Risk and Consumer DecisionMaking, The case of Telephone shopping”, Journal of marketing Research, I(4), 32-39 BMBR5103_MBAOUM K15A_NGUYEN THI HANG Page 65 10 Cuneyt, K Gautam, B.(2004) The impacts of quickness, price, payment risk, and Delivery issues on 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Journal of Retailing, Vol.63,PP 163-186 20 Robinson, H., Riley, F.D., Rettie, R., & Rolls,W, G (2007) The role of situational variables in online grocery shopping in the UK The Marketing Review,Vol 7(1), PP.89-106 21 Li,N and Zhang P (2002) “Consumer Online Shopping Attitudes And Behavior: An Assement Of Research” Eighth Americas Conference on Information Systems 22 Liang, T and Lai, H.(2000) “.Electronic store design and consumer choice: an empirical study” Proceedings of the 33rd Hawaii International Conference on System Sciences, 23 Goldsmith, R E & Bridges, E (2000) Using attitudes to predict online buying behavior Quarterly Journal of Electronic Commerce, 1, 245-253 24 Tech target: http://searchcio.techtarget.com/definition/e-commerce BMBR5103_MBAOUM K15A_NGUYEN THI HANG Page 67 APPENDIX DETERMINANTS OF CUSTOMERS’ INTENTION TOWARD ONLINE PURCHASING QUESTIONAIRES Dear Participant My name is Nguyen Thi Hang, I am a student at OUM University in corporation with HUTECH University And the following survey is a part of my master thesis I would appreciate it if you could take some time to answer some questions, this survey should take 10 minutes to answer There are no right or wrong answers, I would like your honest thoughts and feelings about shopping over the internet I am sure that, all the information you provide is strictly confidential and only be used for this research For more information about this research, please contact with me via email: hangnguyen3110@gmail.com or mobile number: 0985 907 947 Thanks for your help! Directions: Please check “x” to mark in the box for your answer, each cell has a value from to with the following convention: 1- Strongly disagree 2- Disagree 3- Uncertain 4- Agree 5- Strongly agree What you feel about online shopping? It is very convenient to shop online due to: C1 I get on-time delivery by shopping on-line BMBR5103_MBAOUM K15A_NGUYEN THI HANG Page 68 C2 Detail information is available while shopping online C3 I can buy the products anytime 24 hours a day while 5 shopping online C4 It is easy to choose and make comparison with other products while shopping online Shopping online help me save a lot of time due to C5 Online shopping takes less time to purchase C6 Online shopping doesn’t waste time C7 I feel that it takes less time in evaluating and selecting 5 5 5 a product while shopping online My decision to shop online depends on the website design due to: C8 The website design helps me in searching the products easily C9 While shopping online, I prefer to purchase from a website that provides safety and ease of navigation and order C10 The website layout helps me in searching and selecting the right product while shopping online C11 I believe that familiarity with the website before making actual purchase reduce the risk of shopping online C12 I prefer to buy from website that provides me with quality of information BMBR5103_MBAOUM K15A_NGUYEN THI HANG Page 69 Security is very important with online shoppers: C13 I feel safe and secure while shopping online C14 Products/service buying online are as what I expected C15 The products buying online are delivered on time 5 C17 I intend to buy due to online purchasing is suitable for 5 Do you intend to purchase products or service online? C16 Online Shopping provides more than what I want me C18 Generally, online shopping is a good choice in this economic context Please let me know about your personal information as following: C19 How old are you?  Under 25 years old  From 25 to under 35 years old  From 35 to under 45 years old  From 45 years old above C20 What is your highest education up to now?  High school diploma and Associates degree  College  Bachelor  Master's degree or higher C21 How much is your income?  Under million dong  From million to under million dong  From million to under million dong BMBR5103_MBAOUM K15A_NGUYEN THI HANG Page 70  From million to under 10 million dong  Above 10 million dong C22 What is your gender?  Male  Female Sincerely thanks for your support! BMBR5103_MBAOUM K15A_NGUYEN THI HANG Page 71 [...]... buying online in Hochiminh City, the overall objectives of this thesis is: - To identify determinants influencing consumers intention toward purchasing online - To examine how these determinants influence consumers intention toward purchasing online - To give recommendations to retailers for improvement of their business 5 Research questions BMBR5103_MBAOUM K15A_NGUYEN THI HANG Page 11 In order to... aims to cover the following questions to find the exact answer for e-retailers to improve their business activities: - What are the determinants influencing consumers intention toward purchasing online? - How these determinants influencing consumers intention toward purchasing online? - What should retailers do to improve their business to increase opportunities of purchasing from users? 6 Contribution... shopping online Secu 2 Products/service buying online are as what I expected The products buying online are delivered on time Secu 3  The dependent factor Intention : includes 3 variable as: Intend 1, Intend 2, Intend 3 Symbol Description Intend 1 Online Shopping provides more than what I want Intend 2 I intend to buy due to online purchasing is suitable for me Generally, online shopping is a good choice... HANG Page 24 Time savings is one of most influencing factors of online shopping Browse or search an online catalogue can save time and patience People can save time and can reduce effort by shopping online According to Rohm and Swaminathan’s (2004), one possible explanation that online shopping saves time during the purchasing of goods and it can eliminate the traveling time required to go to the traditional... about the security of their sensitive information Cuneyt and Gautam (2004) claims trust in the internet shopping with advanced technology, and frequent online shopping to the internet being secured as a trustworthy shopping channel H4: Security (S) both positively and negatively influences customers’ intention in online shopping 1.5 Demographics Online shoppers in terms of demography are another important... 15th globally However, the using internet of almost people in Vietnam now is for news, listening music, chatting, gaming or searching information There is only 35% of using internet for purchasing online This percentage is quite low This means that the potential for developing e-commerce in Vietnam is still tremendous Enterprises who want to expand their business online must think about how to attract... Security factor includes three questions  Intention to use online purchasing includes three questions - The second part of the questionnaire will cover one of our research question that is who are online shoppers in terms of demography and to see are there any difference in relation to factors that influence consumers to shop online This section includes questions pertaining to Gender, Age, Income and... Detail information is available while shopping online I can buy the products anytime 24 hours a day while shopping online It is easy to choose and make comparison with other products while shopping online Conve 3 Conve 4  Observed variable for factor “Time Saving”: includes 3 variables as: Time 1, Time 2, Time 3 Symbol Description Time 1 Online shopping takes less time to purchase Time 2 Online shopping... shows that convenience factor is one of the biggest advantages of online shopping Through online purchase consumers can easily compare the price than the traditional purchase So price comparison is also another convenience factor of online shopping H1: Convenience (C) positively influences customer’s intention in online shopping 1.2 Time saving BMBR5103_MBAOUM K15A_NGUYEN THI HANG Page 24 Time savings... demography in terms of age, gender, income and education as are there any differences while consumers shop online, differences within the age groups such as does online shopping attracts elder people or younger people Studies have shown that online shoppers mainly consist of people with Higher education and income and working in middle to senior management or professionals (Kehoe et al., 1998; Hoffman ... determinants of consumers intention toward online purchasing in Hochiminh City It aims to: (1) clarifying which are determinants of consumers intention toward online purchasing; (2) Giving recommendation... What are the determinants influencing consumers intention toward purchasing online? - How these determinants influencing consumers intention toward purchasing online? - What should retailers... toward buying online in Hochiminh City, the overall objectives of this thesis is: - To identify determinants influencing consumers intention toward purchasing online - To examine how these determinants