(Luận văn thạc sĩ) critical factors affecting the customers intention to use e retailing

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business - Dang Duy Thanh CRITICAL FACTORS AFFECTING THE CUSTOMERS’ INTENTION TO USE E-RETAILING MASTER OF BUSINESS (Honours) Ho Chi Minh City – Year 2014 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business - Dang Duy Thanh CRITICAL FACTORS AFFECTING THE CUSTOMERS’ INTENTION TO USE E-RETAILING ID: 22120030 MASTER OF BUSINESS (Honours) SUPERVISOR: Dr Cao Hao Thi Ho Chi Minh City – Year 2014 ACKNOWLEDGEMENT I would like to express my deep gratitude to everyone who helped and guided me through the entire MBA program Foremost, I would like to express my sincere thanks to my supervisor Dr Cao Hao Thi for the continuous support for my MBA thesis and research, for his patience, motivation, enthusiasm, and immense knowledge His guidance helped me in all the time of research and writing of this thesis I could not have imagined having a better advisor and mentor for my MBA study I am grateful to thank Prof Nguyen Dinh Tho and the International School of business (ISB) not only because they had built this extremely practical and helpful program but also the way Prof Tho and ISB supported me during my MBA time I also would like to extent my appreciation to my dear classmates Together we have had lots of wonderful new experiences in learning and building social network Last but not least, I would like to express my special gratitude to my family for their endless encouragement and support through my life i Abstract During the last decade of the 21st century, internet shopping had grown in a surprising speed With the fast development in internet and technology, people are no longer need to go out for their shopping since they can use e-retailing for almost everything they need Although eshopping has its huge potential to even replace the traditional way of shopping, it has its own problem It is when people only use website for reference, and then they come directly to the physical store to pick up their items This research is conducted to find out the critical factors that can measure the customers’ intention to use e-retailing From several studies about this topic, especially the theory of reasoned action (TRA), there are four factors may affect to the customer’s intention They are trust, subjective norm, website quality and perceived risk in using credit card In order to conduct the research, a sample size of 150 questionnaire about clothing products are collected with respondents are office employees in Ho Chi Minh city Then, the data are analyzed by reliability test, EFA and multiple regression analysis Result of the thesis shows that the customers’ intention to use e-retailing is impacted only by trust and subjective norm Therefore, it is suggested that owners of the business should try to gain trust of their customers and encourage people to shop by groups Since this research only focused in fashion products in Ho Chi Minh city, furthers studies in this field should be conducted for other types of products and in other provinces in Vietnam to find out the general model for Vietnamese e-retailing Keywords: intention to use, TRA, e-retailing ii Table of content Acknowledgement i Abstract ii Chapter 1_INTRODUCTION 1.1 Research background 1.2 Problem statement 1.3 Research objectives 1.4 Research questions 1.5 Research scope 1.6 Research significant 1.7 Research structure Chapter 2_LITERATURE REVIEW 2.1 E-retailing 2.2 Customers’ intention to use e-retailing 2.3 Factors impact to the customers’ intention to use e-retailing 12 2.3.1 Research model 12 2.3.2 Trust 13 2.3.3 Subjective norm 14 2.3.4 Website quality 15 2.3.5 Perceived risk in using credit card 16 2.3.6 Demographic variables 16 Chapter 3_ RESEARCH METHODOLOGY 18 3.1 Research process 18 3.2 Measurement scale of factors 19 3.3 Pilot test 21 3.4 Data collection 21 3.5 Data analysis method 21 iii Chapter 4_ DATA ANALYSIS 23 4.1 Descriptive statistics 23 4.2 Reliability test 24 4.3 Validity test 26 4.4 Multiple regression analysis 29 4.4.1 Regression results 29 4.4.2 Tests of the regression assumptions 30 4.4.3 Hypotheses testing 32 4.4.4 ANOVA analysis 33 4.4.5 Regression analysis summary 34 Chapter 5_ CONCLUSION AND RECOMMENDATIONS 36 5.1 Research findings 36 5.2 Managerial implications 38 5.3 Limitations and further researches 39 REFERENCES APPENDICES iv LIST OF FIGURES Figure 2.1 The theory of reasoned action (TRA) Figure 2.2 Research model 12 Figure 3.1 Research process 18 Figure 4.1 Scatter plot of residuals 30 Figure 4.2 Histogram of regression standardized residuals 31 Figure 4.3 Normal P-P plot of regression standardized residuals 31 Figure 4.4 Result of testing model 35 LIST OF TABLES Table 2.1 Dimensions of e-retailing quality 11 Table 3.1 Scale items of factors 20 Table 4.1 Distribution of survey respondents 24 Table 4.2 Results of reliability test 24 Table 4.3 KMO and Bartlett's Test 27 Table 4.3 Total variance matrix 27 Table 4.5 EFA result – Rotated component matrix 28 Table 4.6 Coefficient table of multiple regression 29 Table 4.7 Model summary of regression analysis 29 Table 4.8 ANOVA result in regression analysis 32 Table 4.9 Results of multiple regression analysis 33 Table 4.10 ANOVA for Gender 33 Table 4.11 ANOVA for Age 34 Table 4.12 ANOVA for Income 34 v ABBPREVIATION ANOVA Analysis of variance COD Cash on delivery EFA Exploratory factor analysis IRQ Internet retailing quality KMO Kaiser-Mayer-Olkin TRA Theory of reasoned action vi Chapter INTRODUCTION 1.1 Research background E-retailing, also known as online shopping, internet shopping or e-shopping, can be explained as an electronic commerce when buyers and sellers virtually meet others through a web browser Unlike traditional shops that require physical locations, physical security services and specific timeframes to operate, internet shops need none of those requirements Customers can access to the shop from anywhere and anytime they like as long as they have internet connection and an appropriate device like a computer, a tablet or a smartphone Since people are more and more busy with their job and internet has been widely and easily accessible, eretailing has “redefined business and customer relationships, business processes, even sometimes restructuring the whole industry by providing new distribution channel, new delivery methods, new payment methods and new medium for communication” (Dogerlioglu and Cosgun, 2012) People had forecasted that in 2014 US e-retailing business can earn up to $291 billion dollars in sale (Trends & Data - Internet Retailer) With the tremendous opportunity to grow and a very promising market to exploit, eretailing has been attracting many scholars and experts to make researches in order to become successful in this new method of selling products As the results of that, many factors had been explored to contribute to a successful online business In 2009, Liao and Shi found that in Hong Kong market, where people tend to shop in groups, social influence should be a big factor that influence on the shopping behavior Even internet retailing does not require people to go out for shopping, owners of the e-retailing business still need to think of ways like spreading information as wide as possible, focusing on group buying, encouraging group-buying activities, etc Another research about internet shopping in Malaysia showed that one of the most important factors that lead to the customers’ intention is their attitude towards e-retailing (Ting & Lim, 2012) In that research, the authors also highlighted the easiness, usefulness and effortless when customers interact with the web pages can create the favorable shopping intention Besides the attitude towards e-retailing, Gefen, Karahanna and Straub (2003) added that customers’ trust played a significant role in increasing customers’ intention to shop online They also proved that trust in e-vendor can be gained when people know that shop owners earn nothing more by cheating, a shop is safe to make transaction and the website is optimized to be friendly and easy to use As mentioned above, since e-retailing has been developed with a rocket speed, there are thousands of researches have been made only for gaining customers’ intention towards internet shopping However, not many of them were made specifically for Vietnamese market Therefore, it is an interesting topic to discover and study 1.2 Problem statement In Vietnam, although traditional retailing is still playing a significant role, internet shopping has been developed so rapidly and become more important According to Phan (2013), 36% of Vietnamese people are using internet and they generated a 700 million US dollars in revenue for e-retailing Although e-shopping only accounted for 0.3 to 0.5% of the total retailing revenue in Vietnam (according to Green Global, 2013), it can increase up to times - 1.3 billion US dollars in 2015 (according to the Ministry of Industry and Trade) However, internet shopping has its own problem It is because many of the internet users only go to the websites to find information, the price and comments about the products but they hesitate to make the paying transaction or products reservation (Ting & Lim, 2012) Vietnamese customers would rather go direct to the shop and buy the things they saw on web As the result of that, e-shopping as they know is nothing but an advertising or marketing channel Nguyen (cited by vnexpress.net, 2014), a lecturer in Electronic Commerce faculty, University of Commerce stated that: In Vietnam, most of Vietnamese businesses are small or medium businesses They are companies that can only afford small investments but want to try electronic commerce in the belief that they can be fast Goles, T., Lee, S.J., Rao, S.V & Warren, J (2009) Trust violations in electronic commerce: customer concerns and reactions Journal of Computer Information Systems, 49 (1), 1-9 Grabner-Kraeuter, S & Faullant, R (2008) 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http://www.slideshare.net/ReachLocalPresentations/150smartstatsonlinemarketingtrendseverybusinessneedstoknow 45 Appendix Appendix 1: Cronbach’s alpha and reliability tests for each factor Factor 1: Trust Reliability Statistics Cronbach's Alpha Based on Cronbach's Alpha Standardized Items N of Items 681 679 Cronbach’s alpha coefficient is 0.681, lower but very closed to the required number, so this number is acceptable Next, the author would like to see the correlation between the items of this construct Item-Total Statistics Corrected Squared Cronbach's Scale Mean if Scale Variance Item-Total Multiple Alpha if Item Item Deleted Correlation Correlation Deleted if Item Deleted Trust1 9.87 3.910 528 292 570 Trust2 9.48 4.641 410 251 648 Trust3 9.89 3.801 568 326 542 Trust4 9.51 4.574 356 197 682 All correlation is higher than 0.3 so those items can be the good components of the construct Deleting any components does not make any significant changes in the Cronbach’s alpha coefficient Factor 2: Subjective Norm Reliability Statistics Cronbach's Alpha Based on Cronbach's Alpha Standardized Items 708 N of Items 708 46 For this construct, the Cronbach’s alpha is 0.708, higher than the requirement so the scale is reliable Item-Total Statistics Corrected Squared Cronbach's Scale Mean if Scale Variance Item-Total Multiple Alpha if Item Item Deleted Correlation Correlation Deleted if Item Deleted SN1 6.85 2.126 463 217 695 SN2 6.69 1.811 585 352 541 SN3 6.51 2.091 536 309 608 According to the item-total statistics table, items correlation is also good to ensure that those items can be adequate to form the construct None of the items should be deleted since the deletion can not make any improvement in Cronbach’s alpha coefficient Factor 3: Website quality Reliability Statistics Cronbach's Alpha Based Cronbach's Alpha on Standardized Items 698 N of Items 709 Cronbach’s alpha is very closed to 0.7 so this concept is reliable to test Item-Total Statistics Corrected Squared Cronbach's Scale Mean if Scale Variance Item-Total Multiple Alpha if Item Item Deleted Correlation Correlation Deleted if Item Deleted Web1 14.65 3.731 531 381 624 Web2 14.81 3.298 596 382 586 Web3 14.80 3.329 557 389 603 Web4 14.66 3.407 541 310 611 Web5 14.89 4.324 127 042 785 47 From the correlation table, it is noted that the item number is not a good component of the construct since its correlation of other items is very low (only 0.127) and the deletion of this item can improve the Cronbach’s alpha significantly For the concept of ‘website quality’, web5 was removed Factor 4: Perceived risk in using credit card Reliability Statistics Cronbach's Alpha Based Cronbach's Alpha on Standardized Items 770 N of Items 770 Cronbach’s alpha of the concept is well above 0.7 (it is 0.77) so it is reliable Item-Total Statistics Corrected Squared Cronbach's Scale Mean if Scale Variance Item-Total Multiple Alpha if Item Item Deleted Correlation Correlation Deleted if Item Deleted Credit1 7.35 1.584 584 347 712 Credit2 7.25 1.516 585 347 710 Credit3 7.25 1.341 645 416 642 All correlations of the items are higher than 0.3 so they are good components to form this concept Factor 5: Intention to use e-retailing Reliability Statistics Cronbach's Alpha Based Cronbach's Alpha on Standardized Items 703 N of Items 712 In this construct, Cronbach’s alpha is also fit the requirement 48 Item-Total Statistics Corrected Squared Cronbach's Scale Mean if Scale Variance Item-Total Multiple Alpha if Item Item Deleted Correlation Correlation Deleted if Item Deleted Int1 10.42 3.829 428 198 681 Int2 10.40 3.128 538 290 610 Int3 10.89 2.678 499 258 648 Int4 10.47 3.083 532 284 613 All items are correlated to others to form the concept None of the items should be removed since it only makes the Cronbach’s alpha lower 49 Appendix 2: Questionnaire BẢNG KHẢO SÁT THÁI ĐỘ CỦA NGƯỜI TIÊU DÙNG VỀ VIỆC MUA HÀNG THÔNG QUA KÊNH BÁN LẺ TRỰC TUYẾN Lời chân thành cảm ơn bạn dành thời gian cho bảng khảo sát Đây bảng khảo sát nhằm tìm yếu tố ảnh hưởng đến dự định mua sắm người tiêu dùng thông qua kênh bán hàng trực tuyến Mặt hàng khảo sát hàng thời trang, ví dụ quần áo, giày dép, túi xách, Mục đích việc khảo sát để xây dựng sở liệu nhằm phục vụ cho việc nghiên cứu người xây dựng bảng khảo sát Mọi thông tin cá nhân người làm khảo sát khơng sử dụng hình thức không nhận đuợc cho phép từ người làm khảo sát Người xây dựng bảng khảo sát: Đặng Duy Thành - sinh viên lớp MBUS - chương trình đào tạo thạc sĩ quản trị kinh doanh, trường Đại học Kinh Tế, thành phố Hồ Chí Minh Thơng tin liên lạc: 0973 006 072 - Email: thanhdang.234@gmail.com Đề tài nghiên cứu: Những nhân tố định đến dự định mua hàng thông qua kênh bán lẻ trực tuyến người tiêu dùng Thông tin người làm khảo sát Bạn vui lịng đánh dấu vào tương ứng với lựa chọn Xin bạn vui lịng cho biết giới tính * Nam Nữ Xin bạn vui lịng cho biết độ tuổi * 18 - 22 23 - 30 30 - 40 Trên 40 50 Xin bạn vui lòng cho biết mức thu nhập hàng tháng * Dưới triệu đồng Từ đến triệu đồng Từ đến 15 triệu đồng Trên 15 triệu đồng Thái độ bạn nhà bán lẻ trực tuyến việc mua sắm online Với câu hỏi bên dưới, bạn vui lịng đánh dấu vào tương ứng với quan điểm thang đo chia thành phần với mức từ không đồng ý đến đồng ý 1/ Theo bạn, trang bán lẻ trực tuyến cung cấp cho người tiêu dùng thông tin đáng tin cậy sản phẩm (về nguồc gốc xuất xứ, chế độ bảo hành, chế độ đổi/trả, ) * Rất không Không Không ý đồng ý đồng ý kiến Đồng ý Rất đồng ý 2/ Theo bạn, nhà bán lẻ trực tuyến quan tâm đến hài lịng người mua hàng * Rất khơng Không Không ý đồng ý đồng ý kiến 51 Đồng ý Rất đồng ý 3/ Theo bạn, hầu hết nhà bán lẻ trực tuyến đáng tin cậy (giao hàng hẹn, mặt hàng quảng cáo, bảo hành đổi sản phẩm xảy lỗi bên cung cấp/sản xuất, ) * Rất không Không Không ý đồng ý đồng ý kiến Đồng ý Rất đồng ý 4/ Theo bạn, hầu hết nhà bán lẻ trực tuyến có đủ khả đáp ứng nhu cầu người mua hàng (sản phẩm đa dạng, nhiều mẫu mã, kích cỡ, ln có sẵn hàng, ) * Rất không Không Không ý đồng ý đồng ý kiến Đồng ý Rất đồng ý 5/ Hầu hết bạn bè đồng nghiệp bạn cho mua sắm trực tuyến thật tốt tiện dụng.* Rất không Không Không ý đồng ý đồng ý kiến Đồng ý Rất đồng ý 6/ Rất nhiều bạn bè đồng nghiệp gợi ý cho bạn mua sắm thông qua shop bán hàng trực tuyến * Rất không Không Không ý đồng ý đồng ý kiến 52 Đồng ý Rất đồng ý 7/ Rất nhiều bạn bè đồng nghiệp bạn thường xuyên mua hàng thông qua trang bán hàng trực tuyến * Rất không Không Không ý đồng ý đồng ý kiến Đồng ý Rất đồng ý 8/ Theo bạn, website cửa hàng trực tuyến thường dễ sử dụng * Rất không Không Không ý đồng ý đồng ý kiến Đồng ý Rất đồng ý 9/ Theo bạn, tốc độ tải trang web cửa hàng trực tuyến thường nhanh * Rất không Không Không ý đồng ý đồng ý kiến Đồng ý Rất đồng ý 10/ Theo bạn, danh mục chi tiết cuả sản phẩm liệt kê rõ ràng website nhá bán lẻ trực tuyến * Rất không Không Không ý đồng ý đồng ý kiến 53 Đồng ý Rất đồng ý 11/ Theo bạn, website shop bán hàng qua mạng thường thiết kế bắt mắt.* Rất không Không Không ý đồng ý đồng ý kiến Đồng ý Rất đồng ý 12/ Bạn thấy website cửa hàng bán lẻ trực tuyến thường có thêm phiên với giao diện tối ưu hố cho điện thoại thơng minh máy tính bảng * Rất khơng Khơng Khơng ý đồng ý đồng ý kiến Đồng ý Rất đồng ý 13/ Theo bạn, sử dụng thẻ tín dụng giao dịch trực tuyến khiến bạn chịu nhiều chi phí dự kiến (vi dụ số cửa hàng tính thêm phí giao dịch qua thẻ) * Rất không Không Không ý đồng ý đồng ý kiến Đồng ý Rất đồng ý 14/ Bạn thường lo lắng tình trạng tài tương lai sử dụng thẻ tín dụng để mua sắm qua mạng * Thẻ tín dụng hay cịn gọi credit card loại thẻ mà chủ thẻ phép sử dụng trước, trả tiền sau mà không chịu lãi suất khoảng thời gian định Tuy nhiên hạn tốn mà chủ thẻ khơng trả tiền vay lãi suất phải chịu cao, nhiều lần so với lãi suất cho vay thông thường 54 Rất không Không Không ý đồng ý đồng ý kiến Đồng ý Rất đồng ý 15/ Bạn lo lắng sử dụng thẻ tín dụng hệ thống ngân hàng trục trặc lúc giao dịch làm bạn tiền chịu thêm khoản chi phí phát sinh khơng đáng có * Rất khơng Không Không ý đồng ý đồng ý kiến Đồng ý Rất đồng ý 16/ Bạn dự định tương lai tiếp tục mua sản phẩm từ nhà bán lẻ trực tuyến * Rất không Không Không ý đồng ý đồng ý kiến Đồng ý Rất đồng ý 17/ Bạn truy cập vào website shop bán hàng trực tuyến có nhu cầu mua sắm * Rất không Không Không ý đồng ý đồng ý kiến 55 Đồng ý Rất đồng ý 18/ Bạn có kế hoạch mua sắm nhiều thông qua cửa hàng trực tuyến thay mua hàng theo cách truyền thống * Rất không Không Không ý đồng ý đồng ý kiến Đồng ý Rất đồng ý 19/ Theo bạn, có nhiều khả bạn mua nhiều sản phẩm khác từ shop bán hàng trực tuyến * Rất không Không Không ý đồng ý đồng ý kiến Đồng ý Rất đồng ý Kết thúc bảng khảo sát yếu tố tác động đến dự định mua sắm online người tiêu dùng Cảm ơn bạn nhiều giúp tơi hồn thành khảo sát 56 Appendix 3: Interview respondents about the two unsupported hypotheses Website quality does not impact to the customers' intention to use e-retailing Number Interviewee Comments Reason Tuong Hai Vinh Reasonable He cares only price and product quality Company CSC Vietnam Le Thi Thuy Nhung Reasonable She only focuses on her favourite sites so the quality of the sites is good already WASE Reasonable She only focuses on her favourite sites so the quality of the sites is good already HEPA Dang Thi Tuyet Loan Perceived risk in using credit card does not impact to the customers' intention to use e-retailing Number Interviewee Comments Quite reasonable Reason For most of the cases, he believes in the security of the webs Company CSC Vietnam Le Thi Thuy Nhung Reasonable She does not use credit card for buying products online WASE Dang Thi Tuyet Loan Reasonable She only pays directly to delivery man after receiving products HEPA Tuong Hai Vinh 57 ... to use e- retailing and factors that affecting the customers? ?? intention to use e- retailing 2.1 E- retailing Blooming since the last decade of the 20th century, internet had been developed by an exponential... define a better strategy and customize their service to have better e- shopping experiences to attract to more customers For a general picture, the research may contribute, to some extent, to develop... clients Therefore, this research aims to: - Identify critical factors affecting customers? ?? intention to use e- retailing - Identify the level in which each factors affecting customers? ?? intention