The impact of social presence in the tnterface on customers purchase intention toward online store

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Dang Thi Tuong Vi THE IMPACT OF SOCIAL PRESENCE IN THE WEB INTERFACE ON CUSTOMER’S PURCHASE INTENTION TOWARD ONLINE STORE MASTER OF BUSINESS Ho Chi Minh City – Year 2014 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Dang Thi Tuong Vi THE IMPACT OF SOCIAL PRESENCE IN THE WEB INTERFACE ON CUSTOMER’S PURCHASE INTENTION TOWARD ONLINE STORE ID: 22120080 MASTER OF BUSINESS SUPERVISOR: Dr VO NGOC THUY Ho Chi Minh City – Year 2014 ACKNOWLEDGEMENT This thesis could not be finish without the help and support of many people who are gratefully acknowledged here At the very first, I would like to express my deepest gratitude to my supervisor, Dr Vo Ngoc Thuy With their guidance, I could have worked out this thesis They had offered me valuable suggestions and criticisms with his profound knowledge in rich research experience I am grateful to express my sincere to Prof Nguyen Dinh Tho I have learned from him a lot not only about research design, but also data analysis technique I am also extremely to give thankful to UEH – International School of business (ISB) supported me in all process I would like to extent my sincere thanks to all my classmates and friends Their kindness and supports have contributed very much in my working process Most important, I would like to express my most sincere thanks to my family for their continuous encouragement and support Declaration I hereby declare that this thesis, to the best of my knowledge and belief, is my own work and effort and that is has not been submitted, either in part or whole, anywhere for any award Information and ideas taken from other sources as cited as such This work has not been published Signature Dang Thi Tuong Vi Date: 09/03/2015 Table of Contents ABSTRACT CHAPTER 1: INTRODUCTION 1.1 Research Background 1.2 Problematic of Research 1.3 Research Objectives 1.4 Significance of Research 1.5 Scope of Research 1.6 Structure of thesis CHAPTER 2: LITERATURE REVIEW 2.1 Introduction 2.2 Theoretical background 2.2.1Social presence 2.2.2Perceived usefulness 2.2.3Trust in an online environment 2.2.4Enjoyment 2.2.5Attitude and its determinants 2.2.6Purchase intention 2.3 Research Model and Hypotheses Development 2.3.1Social presence and Perceived of usefulness 2.3.2Social presence and trust in an online shopping 2.3.4Perceived of usefulness and attitude’s customer 2.3.5Trust in an online shopping and attitude’s customer 2.3.6Enjoyment and attitude’s customer 2.3.7Perceived usefulness and Purchase intention 2.3.8Enjoyment and purchase intention 2.3.9Attitude and purchase intention 2.4 Conclusion CHAPTER 3: RESEARCH METHOD 3.1 Introduction 3.2 Research process 3.3 Qualitative research 3.4 Measurement Scales 3.5 Quantitative research 3.5.1Sample method 3.5.2Questionnaire administration 3.6 Data analysis method 3.6.1Contruct reliability (Cronbach’s Alpha) 3.6.2Contruct validity - Exploratory factor analysis (EFA) 3.6.3 ANOVA 3.6.4 The structural equation model (SEM) CHAPTER 4: ANALYSIS AND RESULTS 4.1 Introduction 4.2 Respondents demographic 4.3 Scale validation 4.3.1Construct reliability 4.3.2Construct validity 4.3.4 Manipulating validity 33 4.4 Modified research model 34 4.5 Model fitness 35 4.5.1 Test of mediating effects 36 4.5.2 SEM 37 4.5.3 Bootstrap 39 4.6 Hypotheses testing 39 4.8 Conclusion 41 CHAPTER 5: CONCLUSIONS AND LIMITATIONS 42 5.1 Discussion and conclusions 42 5.2 Implications 45 5.3 Limitations and future research 47 REFERENCES APPENDICES LIST OF FIGURES Figure 2.3: Conceptual model 14 Figure 3.2: Research process 21 Figure 4.4: Modified research model 35 Figure 4.5.2: SEM result of research model (Standardized) 38 LIST OF TABLE Table 4.2: Demographic Table 28 Table 4.3.1: Cronbach’s alpha result 30 Table 4.3.2: Rotated Component Matrix 33 Table 4.3.4: Multiple Comparisons 34 Table 4.5.1: The mediator test 36 Table 4.5.2: Relationship between constructs in research model (standardized) 38 Table 4.5.3: Bootstrap estimate result with N = 1000 39 Table 4.6: Result of hypotheses testing 40 Appendix B: Main survey QUESTIONNAIRE Dear Respondent, I am a student of UEH’s International School of Business (ISB) And, I am conducting a study on impact of social presence in the web interface on attitude’s customer toward online stores I would appreciate for your support if you spend a few minutes to filling in this questionnaire Please note that there is no right or wrong answers Thank you for your time and cooperation Section A: General information Have you ever known or bought product from an online store? If Yes, continue to the next questions If No, stop your interview and thanks for your supports Number of times bough product on the internet Internet experience -3 years -6 years Section B: Main contents In assumption, you have demand to buy jewelry (for example necklet) as a gift for your girlfriends and you are visiting the below websites (appendix C) With the following statements, please check cross (X) the number that most fits your opinion (Anchored by: Strongly disagree; Disagree; Disagree somewhat; Neutral; Agree somewhat; Agree; Strongly agree) No Items Social Presence There is sense of human contact on this website There is sense of sociability on this website There is a sense of human warmth on this website There is a sense of human sensitivity in the website Perceived of usefulness This website provides good quality information This website improves my performance in assessing jewelry online This website increases my effectiveness for jewelry assessment online This website is useful for assessing jewelry online Enjoyment I found my visit to this website interesting I found my visit to this website entertaining I found my visit to this website enjoyable I found my visit to this website pleasant Trust I feel that this online vendor is honest I feel that this online vendor is trustworthy I feel that this online vendor cares about customers I feel that this online vendor would provide me with good service Attitude I would have positive feelings towards buying a product from this site The thought of buying a product from this website is appealing to me It would be a good idea to buy a product from this website With the following statements, please check cross (X) the number that most fits your opinion (Anchored by: Strongly improbable; Improbable; Somewhat improbable; Neutral; Somewhat probable; Probable; Strongly probable) Purchase intention How likely is it that you would return to this store's website How likely is it that you would consider purchasing from this website? In case you intend to buy jewelry in online store, how likely is it that you would buy from this website? Open-ended questions Following the survey items, three open-ended questions were presented to users in a blank text area The Questions were: After viewing this website, what you like about it, and why? After viewing this website, what don't you like about it, and why? How you feel when exploring this site? Section C: Personal information Gender Age -22 -35 -45 Education chelor’s degree Monthly income (unit millions VND) -10 -15 Appendix C: Three website interfaces Low social presence Medium social presence High social presence Appendix D: EFA results of main survey before removing items Rotated Component Matrixa AT2 AT1 TR1 TR3 AT3 TR2 TR4 PI3 PI2 PI1 PU3 PU2 PU4 PU1 SP2 SP4 SP1 SP3 EN2 EN3 EN4 EN1 Eigen values Extracted Variance Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations Appendix E: ANOVA Result Descriptives SP N SP Low 54 SP Medium 75 SP High 81 Total 210 Test of Homogeneity of Variances SP Levene Statistic 496 SP Between Groups Within Groups Total Appendix F: Survey in Vienamese Kính chào anh/chị, Tơi Đặng Thị Tường Vi, học viên cao học Viện đào tạo quốc tế ISB- trường Đại học Kinh tế TP HCM Hiện nghiên cứu đề tài "Tác động yếu tố mang tính xã hội xuất giao diện website đến thái độ khách hàng cửa hàng trực tuyến" Rất mong anh/chị dành chút thời gian trả lời Phiếu khảo sát Tất ý kiến anh/chị có giá trị nghiên cứu Tôi xin cam kết thông tin anh/chị bảo mật dùng với mục đích phục vụ nghiên cứu Trong q trình thực khảo sát anh/chị có thắc mắc, vui lòng liên hệ địa email tuongvidg@gmail.com số di động: 0905027373 Xin chân thành cám ơn hỗ trợ nhiệt tình anh/chị PHẦN A: THƠNG TIN TỔNG QUÁT 1/ Số lần bạn mua sắm qua mạng internet * o Chưa có o lần o lần o lần o Nhiều lần 2/ Thời gian sử dụng internet * o Dưới năm o 1-3 năm o 4-6 năm o Trên năm Tình giả định, bạn có nhu cầu mua trang sức (ví dụ dây đeo cổ) làm quà tặng cho bạn gái bạn ghé thăm website Anh/ chị vui lòng quan sát kỹ website trước trả lời câu hỏi PHẦN B: CÂU HỎI BẮT BUỘC Anh/Chị vui lòng đánh giá mức độ đồng ý với phát biểu liên quan đến website vừa quan sát theo qui ước từ thấp đến cao sau: Hoàn toàn không đồng ý Không đồng ý Không đồng ý phần Trung lập /khơng có ý kiến Đồng ý phần Đồng ý Hoàn tồn đồng ý STT Mục YẾU TỐ MANG TÍNH XÃ HỘI CỦA WEBSITE Có tiếp xúc/liên lạc người website Có diện giao tiếp xã hội trang web Có thể tình cảm người trang web Có đánh giá cảm nhận người trang web CẢM NHẬN SỰ HỮU ÍCH CỦA WEBSITE Website cung cấp thông tin với chất lượng tốt Webstie cải thiện việc thực mua sắm trang sức trực tuyến Website tăng hiệu việc mua sắm trang sức trực tuyến tơi Website hữu ích cho việc mua sắm trang sức trực tuyến SỰ THÍCH THÚ VỚI WEBSITE Tôi thấy thú vị ghé thăm website Tơi nhận thấy tính giải trí ghé thăm Tơi thích thú ghé thăm website Tơi hài lịng ghé thăm website NIỀM TIN ĐỐI VỚI WEBSITE Tôi cảm thấy người bán hàng trực tuyến trung thực Tôi cảm thấy người bán hàng trực tuyến đáng tin cậy Tôi cảm thấy người bán hàng trực tuyến quan tâm đến khách hàng Tôi cảm thấy người bán hàng trực tuyến cung cấp cho với dịch vụ tốt THÁI ĐỘ ĐỐI VỚI WEBSITE Tơi cảm thấy có thái độ tích cực việc mua sản phẩm từ trang web Ý nghĩ đến việc mua sản phẩm từ trang web hấp dẫn Sẽ ý tưởng tốt để mua sản phẩm từ trang web Anh/Chị vui lịng đánh giá mức độ đồng ý với phát biểu theo qui ước từ thấp đến cao sau: Hồn tồn khơng có khả Khơng có khả Khơng có khả phần Trung lập/ Khơng có ý kiến Có khả phần Có khả Hồn tồn có khả Ý ĐỊNH MUA HÀNG Khả Anh/Chị ghé thăm lại website cửa hàng bao nhiêu? Khả Anh/ Chị cân nhắc việc mua hàng từ website bao nhiêu? Trong trường hợp Anh/ Chị có ý định mua đồ trang sức qua mạng, khả Anh/ Chị mua hàng từ website bao nhiêu? Câu hỏi mở: Sau ghé thăm trang web nà, anh chị thích điều trang web Tại sao? Sau ghé thăm trang web nà, anh chị thích điều trang web Tại sao? Anh/ Chị cảm nhận website ? PHẦN C: THƠNG TIN CÁ NHÂN Anh/Chị vui lịng cho biết số thông tin cá nhân sau: 1/ Độ tuổi Anh/Chị nằm khoảng: o 18-22 o 23-35 o 36-45 o Trên 45 2/ Giới tính o Nam o Nữ 3/ Trình độ o Trung học phổ thông o Cử nhân /Cao đẳng o Cao học 4/ Thu nhập hàng tháng (VND) o Dưới 5.000.000 o 5.000.000-10.000.000 o 10.000.000-15.000.000 o Trên 15.000.000 5/ Họ tên Anh/ Chị là: ………………………………………………………………………………… CÁM ƠN ANH /CHỊ ĐÃ THAM GIA KHẢO SÁT! ... has positive impact to purchase intention in online shopping website H7: Enjoyment has positive impact to purchase intention in online shopping website H1 Social Presence Intention H2 Enjoyment... presence in the web interface on the purchase intention of customer in online store In framework of e-commerce, many previous researchers have been conducted to test the influence of social presence. ..UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Dang Thi Tuong Vi THE IMPACT OF SOCIAL PRESENCE IN THE WEB INTERFACE ON CUSTOMER’S PURCHASE INTENTION TOWARD ONLINE