FACTORS INFLUENCING STUDENTS’ ONLINE SHOPPING ATTITUDES AND INTENTIONS

HO CHI MINH CITY UNIVERSITY OF TRANSPORT RESEARCH REPORT TOPIC: A STUDY TO UNDERSTAND FACTORS INFLUENCING STUDENTS’ ONLINE SHOPPING ATTITUDES AND INTENTIONS CLASS: IEC20PL2 STUDENT NAMES: LAM THI HUYNH TRANG TRINH BOI LINH TRAN THI PHUONG NHUNG NGUYEN THE DUONG NGUYEN HUYNH ANH TU INSTRUCTOR: MSc TRAN QUANG DAO SUBMISSION DATE: August 24th, 2021 ACKNOWLEDGMENTS We cannot express enough thankfulness to Mr Tran Quang Dao, known as our Market Research lecturer We offer our faithful appreciation for the support, encouragement, and learning opportunities furnished by our lecturer The accomplishment of our research report, “A STUDY TO UNDERSTAND FACTORS AFFECTING STUDENTS' ONLINE SHOPPING ATTITUDE AND PURCHASE INTENTION," would not have been feasible without the enthusiastic participation and help of our teammates, Boi Linh, Huynh Trang, Phuong Nhung, The Duong, and Anh Tu Their important contributions and efforts to complete the project on schedule have been recognized Last but not least, with a deep sense of gratitude, we wholeheartedly endorsed 150 participants Thank you for spending your valuable time taking part in and completing our survey Without your help, we could hardly conclude our research proposal in the best possible way Hope to continue cooperation with all of you in the future ABSTRACT Nowadays, E-marketers are becoming more and more developing thanks to the ever-increasing use of the Internet all over the world In which, college students represent a beneficial market for businesses selling a wide array of goods and services because of their proficiency in modern technology Therefore, such marketers must be aware of the aspects that influence students' shopping attitudes and intentions to improve their marketing tactics for converting potential customers into active customers while also sustaining existing online clients This study aims to further investigate the factors that affect students' online shopping attitudes and intentions through an online survey for students of some universities in Vietnam This study aims to further investigate the factors that affect students' online purchase attitudes and intentions at various levels through an online survey of students A sample of 150 students was selected from several universities in Vietnam The questionnaire was developed based on previous literature, and a total of 150 students were selected by random sampling Based on the economic framework, factors affecting online purchases of different types of products were examined The effect of age, gender, wealth, capacity to recognize a safe Internet site, and obsessive buying behavior differed between product categories, according to logistic analysis The study's findings revealed that internet shopping intention was comparatively low The college students' attitudes on internet buying were good and in the right direction Table of content I Introduction II Literature Review Definition History of Online shopping 3 Online shopping and its benefits .5 Popular online shopping sites in Vietnam .5 Popular e-commerce platforms in Viet Nam The factors affecting shopping attitude and intention of Vietnamese students III Methodology 13 Research Framework .13 Research Objective 14 Research Question 14 Hypothesis .15 Data Collection 15 Scope and limitation .17 IV Empirical Results .18 V Conclusion and recommendation 28 Conclusion .28 Recommendation 29 VI Appendix .31 Questionnaires 31 Plan time frame and schedule 41 Work assignments table 42 VII.Reference .44 Table of figure Figure 1: Leading E-commerce sites in Viet Nam in 2021 (Source: Iprice ) 13 Figure 2: A framework to identify factors influencing the student’s online shopping attitude and intention 14 Figure 3: Research Framework 18 Figure 4: Academic level 23 Figure 5: Gender of students 24 Figure 6: Frequency by gender 25 Figure 7: Monthly budget by study year 26 Figure 8: Favourite shopping platform 27 Figure 9: Reason to shop online 28 Figure 10: Online shopping risks .29 Figure 11: The factors affecting students’ attitudes and intentions 30 Figure 12: Attitude towards online ads 31 Figure 13: Advertisement 32 I Introduction Today with the strong development of the internet, it is not only a networking media but also a means of transaction for consumers in the global market The number of people using the internet has increased dramatically in recent years It has become a popular method of transporting and trading goods, information, goods, and services As internet access and adoption are rapidly increasing worldwide, the number of digital buyers keeps climbing every year According to a survey by A.C.Nielsen (2007), more than 627 million people in the world have done online shopping Research by Forrester (2006) reported that the e-commerce market would grow from $228 billion in 2007 to $288 billion in 2009 As reported by Jupiter Media Metrix (2005), the online retail sales in the US amounted to USD65 billion in 2004, and this would likely reach USD117 billion in 2008 By 2010, e-commerce will account for $316 billion in sales or 13 percent of the overall retail sales As a result of the survey, 61 percent of the online users in the US will make their purchases via the Internet in 2010, as compared to merely 46 percent in 2004 Marketers feel that the opportunities for creating consumer value are expanding due to the predicted growth of online consumers and spending bigger in the internet commerce market area than in the physical commerce market space the conventional market so they focus on developing electronic marketing Due to the students’ purchasing power in the marketplace, it is critical for e-retailers and consumer behavior marketers to fully understand the attitude and intention of this particular population towards online shopping Furthermore, 90 percent of university students were reported to have daily access to the Internet (Xu & Paulins, 2005) As indicated by Moe WW (2003), demographic factors such as gender, age, and wealth influence attitudes about internet purchasing Furthermore, consumers come in a variety of personalities, which might have an impact on how they perceive their online shopping behavior Moreover, some barriers have contributed to the unwillingness of students to shop online because they are afraid their personal information will be stolen or misused by others As a result, a framework is required to structure the complicated system of interactions between these various components and to gain a thorough knowledge of the public's perceptions of online shopping and their plans to purchase over the internet In recent years, although there are many research topics and seminars on factors affecting attitudes and intentions when college students buy things online, research on that is still a new and interesting topic, so we chose this topic The main aim of this study is to investigate purchasing intention of post-graduate students in some universities of Viet Nam, with a particular emphasis on understanding and evaluating the factors which directly or indirectly influence their purchasing intention by measuring the attitude towards online shopping II Literature Review Definition  Online shopping It is the activity or action of buying products or services over the Internet It means going online, landing on a seller’s website, selecting something, and arranging for its delivery The buyer either pays for the good or service online with a credit or debit card or upon delivery (MBN,2021)  Attitude It is the manner, disposition, feeling, and position about a person or thing, tendency, or orientation, especially in mind (Dictionary)  Intention It is what you intend or plan to do; your aim (Oxford) History of online shopping Online Shopping history is a form of electronic commerce that allows customers to directly purchase goods or services from a seller over the Internet using a web browser Consumers find a product of interest by directly visiting a retailer's website or searching among other vendors using a shopping search engine, which displays the product's availability and price of similar products at different electronic retailers As of 2016, customers can shop online using a variety of computers and devices, including desktops, laptops, tablets, and smartphones Online stores often allow shoppers to use "search" features to find specific models, brands, or items Online customers must have access to the Internet and a valid payment method to complete the transaction such as a credit or debit card For physical products (e.g paperback books or clothing), the e-retailer ships the products to the customer; For digital products, such as songs or software, the eretailer typically sends the file to the customer over the Internet The largest online retailers in the world are Alibaba, Amazon.com, and eBay In 1990, Tim Berners-Lee created the first World Wide Web server and browser It opened for commercial use in 1991 In 1994 other advancements took place, such as online banking and the opening of an online pizza shop by Pizza Hut In the same year, Netscape introduced SSL encrypted data transmission over the network, which has become essential for secure online shopping Also in 1994 the German company Internet shop introduced its first online shopping system In 1995 Amazon launched its online shopping site, and in 1996 eBay appeared Money magazine published a story about the sharp rise in consumers shopping from home That year, some 98 million consumers made $60 billion worth of purchases from home, nearly all of it through phone orders prompted by mail catalogs and TV shopping channels Another home-shopping option had suddenly arrived on the scene that year, too–an “on-line shopping service that requires a PC or Macintosh that’s equipped with a modem.” And in recent years, online shopping has become popular, however, it still caters to the middle and upper classes To shop online, one must be able to access a computer, bank account, and debit card Shopping has evolved with the development of technology According to research found in the Journal of E-commerce, if one focuses on the demographic characteristics of home shoppers, in general, the higher the education, income, and occupation levels of the Head of the household, the more favorable the perception of store shopping., Enrique (2005) Influence of Internet Users Shopping Patterns and Demographics on Consumer Buying Behavior Mobile Phones Journal of E-Commerce Research, An Influential Factor in Consumer Attitude towards Shopping Stores is not exposed to technology, as it has been proven that increased exposure to technology increases the likelihood of developing favorable attitudes towards new shopping channels Online shopping expands the target audience to men and women of the middle class At first, the main users of online shopping were young men with a high degree of income and a university education This profile is changing For example, in the United States in the early years of the Internet there were very few female users, but in 2001 women were 52.8% of the population online  Businesses need to strengthen the creation of content for products through content marketing strategies (content marketing), Check in the system for cases of dropped orders  Other advice  To limit the risk of not delivering goods to customers, businesses can apply measures to use email marketing and send emails to customers as soon as the forwarder notices that the product has been successfully delivered to the customer  To increase the transaction value, sellers want to make sure their conversion rates continue to improve, so it’s important to take into consideration what products should be presented and when They need to find the best way and time to recommend their products in each case  Visitors who know exactly what they want: to swiftly and easily find their desired products A user-friendly search interface, a logically arranged navigation menu, and a well-designed filtering system are the most effective ways to turn these visits into buyers  Users who are just considering buying a solution for their needs They’re just looking around in many online stores while waiting for the best offer or product In their case sellers can achieve their conversion goals by promoting irresistible offers Creating product categories such as discounts or new products facilitates serving customers' needs  Update the featured products on your home page every day to show that you are an active online store with fresh deals consistently 30 VI Appendix Questionnaires Factors Affecting Students' Online Shopping Attitudes and Intentions Survey (Khảo sát yếu tố ảnh hưởng đến thái độ ý định mua sắm trực tuyến sinh viên) Hello brothers/sisters, We are currently students of Ho Chi Minh City University of Transport Currently, we are conducting a market research on: "Factors affecting students' online shopping attitudes and intentions" If you've ever shopped online, I hope you'll take a moment of your precious time to answer the research questions below Your help will greatly contribute to the results of this study We pledge that this survey is only for research purposes and does not violate the privacy of personal information (Xin chào anh/chị, Chúng sinh viên Trường Đại học Giao thông Vận tải TP Hồ Chí Minh Hiện thực nghiên cứu thị trường về: " Các yếu tố ảnh hưởng đến thái độ ý định mua sắm trực tuyến sinh viên" Nếu bạn mua sắm trực tuyến, mong anh/chị dành thời gian q báu để trả lời câu hỏi nghiên cứu Sự giúp đỡ anh/ chị đóng góp lớn vào kết nghiên cứu Chúng cam kết phiếu khảo sát phục vụ mục đích nghiên cứu khơng vi phạm quyền bảo mật thông tin cá nhân.) 31 i Personal Information ( Thông tin cá nhân ) Which university/college are you studying at ? ( Bạn theo học trường đại học/ cao đẳng ?) What is your academic level? ( Bạn sinh viên năm ?) • Year (Năm 1) • Year (Năm 3) • Year (Năm 2) • Year and higher (Năm ) 3.What is your gender? ( Giới tính bạn ?) • Male (Nam) • Female (Nữ) • Other ( Khác) : What is your monthly living budget? ( Ngân sách hàng tháng cho sinh hoạt bạn ?) • Under million ( Dưới triệu) • From 2-5 million VND ( Từ 2-5 triệu) • Over million VND (Trên triệu) • Other (Khác) : 32 ii Websites ( Về website) How frequently you shop online? (Bạn có thường xuyên mua sắm trực tuyến không?) o Rarely (1-2 times/year) [Hiếm mua (1-2 lần/năm)] o Normally (6-10 times/ year) [Mua bình thường (6-10 lần/năm)] o Often (about 1-3 times/month) [ Mua thường (khoảng 1-3 lần/tháng)] o Very often (from times/month) [ Mua thường xuyên (từ lần/ tháng)] Where you usually shop online? (Bạn thường mua sắm trực tuyến đâu?) • Shopee • Zalo • Instagram • Lazada • Sendo • Facebook • Tiki • Tiktok • Other (Khác) 33 iii Online shopping risks ( Những rủi ro mua sắm trực tuyến) The questions below are rated on a 5-point scale from: 1-Strongly disagree to 5Strongly agree (Các câu hỏi đánh giá dựa thang đo điểm từ: 1-Rất không đồng ý đến 5-Rất đồng ý) - Strongly disagree ( Rất không đồng ý ) – Disagree ( Không đồng ý ) – Normal ( Bình thường) – Agree ( Đồng ý ) - Strongly agree ( Rất đồng ý ) Financial risks (Rủi ro tài ) Strongly Disagree Normal Agree Strongly Disagree ( Khơng đồng ( Bình ( Đồng ý) agree ( Rất không ý) thường) ( Rất đồng đồng ý ) ý) Your information can be stolen when shopping online ( Thơng tin tơi bị đánh cắp mua sắm trực tuyến.) I can overspend if I shop online ( Tơi chi q tay mua sắm trực tuyến.) 34 Product risk ( Rủi ro sản phẩm) Strongly Disagree Normal Agree Strongly Disagree ( Khơng ( Bình ( Đồng ý) agree ( Rất không đồng ý) thường) ( Rất đồng đồng ý ) ý) Product quality is not as advertised (Chất lượng sản phẩm không giống quảng cáo.) Did not receive the item if purchased online (Không nhận hàng mua trực tuyến) Convenience risk ( Rủi ro tiện lợi) Strongly Disagree Normal Agree Strongly Disagree ( Không ( Bình ( Đồng ý) agree ( Rất khơng đồng ý) thường) ( Rất đồng đồng ý ) ý) Returning goods when shopping online is complicated ( Việc đổi trả hàng hóa mua sắm trực tuyến phức tạp) 35 Finding the right product to buy over the Internet is very difficult (Tìm sản phẩm muốn mua qua Internet khó khăn) It is difficult to resolve disputes when buying online (Thật khó để giải tranh chấp mua hàng trực tuyến) iv Other Factors Affect Students’s Online Shopping Attitudes (Những yếu tố ảnh hưởng đến thái độ mua sắm trực tuyến) The questions below are rated on a 5-point scale from: 1-Strongly disagree to 5Strongly agree - Strongly disagree - Disagree - Normal - Agree - Strongly agree 36 Factors affects online shopping attitude ( Những yếu tố ảnh hưởng đến thái độ mua sắm trực tuyến) Strongly Disagree Normal Agree Strongly Disagree ( Khơng ( Bình ( Đồng agree thường) ý) ( Rất đồng ( Rất không đồng đồng ý) ý) ý) The benefits of online shopping outweigh the risks involved ( Lợi ích mua sắm trực tuyến lớn rủi roi liên quan) Online shopping is an attractive alternative to instore shopping ( Việc mua sắm trực tuyến thay hấp dẫn cho mua sắm cửa hàng) Online stores always put the interests of the customers first (Các cửa hàng trực tuyến đặt lợi ích khách hàng lên hàng đầu) Online stores are experienced in understanding customer psychology and capturing product information (Các cửa hàng trực tuyến có kinh nghiệm việc thấu hiểu tâm lý khách hàng, 37 nắm bắt thông tin sản phẩm) Online stores provide enthusiastic, thoughtful, and polite advice (Các cửa hàng trực tuyến tư vấn nhiệt tình, chu đáo , lễ phép) v Students’ Attitude Towards Online Advertisements (Thái độ quảng cáo) 10.What you feel satisfied by in online shopping sites? (Bạn cảm thấy hài lịng điều trang mua sắm trực tuyến?)  Customer treatment policies ( Các sách đãi ngộ khách hàng)  The variety of products ( Đa dạng sản phẩm)  Various payment methods ( Có nhiều phương thức tốn)  Beautiful design, easy to use ( Thiết kế giao diện đẹp, dễ sử dụng )  Reasonable price ( Giá hợp lí)  Save time ( Tiết kiệm thời gian )  Fast shipping (Giao hàng nhanh chóng)  Other ( Khác) 11 How you feel about the online shopping ads you often encounter? (Bạn cảm thấy quảng cáo mua sắm trực tuyến mà bạn thường gặp?) 38  Useful ( Hữu ích)  Entertaining ( Giải trí )  Normal ( Bình thường)  Annoying ( Bị làm phiền )  Other ( Khác) 12 Does advertising increase your likelihood of a purchase? (Quảng cáo có làm tăng khả mua hàng bạn khơng?)  Yes (Có)  No ( Khơng ) 13 Do celebrity-starred ads increase your trust level? (Các quảng cáo với góp mặt người tiếng có làm tăng mức độ tin tưởng bạn không?)  Yes (Có)  No (Khơng) 14 Do you have any suggestions for the survey ? ( Bạn có góp ý khảo sát không ?) Thank you for spending your time answering the survey Have a nice day (Cảm ơn anh/chị dành thời gian trả lời bảng khảo sát Chúc anh/chị ngày tốt lành.) 39 Plan time frame and schedule Date Identify the 19/06 24/06 02/07 09/07 13/07 23/07 27/07 07/08 topic Study planning Development of questionnaire s Design and prepare surveys Data collection Data analysis 40 Write a report Presentation Work assignments table Full name Trịnh Bội Linh Main responsibilities Popular e-commerce platforms in VN, Online shop’s experience Research objective Research question Data collection Hypothesis Trần Thị Phương Nhung Empirical results Acknowledgment Abstract Introduction Definition Financial and security risk Research objective Research question Empirical results Conclusion Lâm Thị Huỳnh Trang Appendix Cover page Some popular online shopping sites Online shop’s attitude 41 Framework Research objective Research question Scope and limitation Empirical results Nguyễn Thế Dương References History of online shopping, Product risks Research objective Research question Nguyễn Huỳnh Anh Tú Empirical results Online shopping and benefits Convenience Research objective Research question Empirical results Recommendation 42 VII References Adcock, P., 2021 Consumer Psychology: Shopping & Emotion - Adcock Solutions [online] Adcocksolutions.com Available at: [Accessed July 2021] Business.qld.gov.au 2020 Types of advertising | Business Queensland [online] Available at: [Accessed July 2021] Cẩm, M., 2019 Thái độ nhân viên không gian định đến việc mua hàng bạn? [online] Tạp chí Kinh tế Dự báo - Bộ Kế hoạch Đầu tư Available at: [Accessed July 2021] Chow, J., 2021 Thống kê Mua sắm trực tuyến, Thương mại điện tử Internet (2021) [online] WHSR Available at: [Accessed July 2021] Coppola, D., 2021 Topic: E-commerce worldwide [online] Statista Available at: [Accessed July 2021] Lê, T., 2020 Hơn 44 triệu người dân Việt Nam tham gia mua sắm trực tuyến [online] Vnbusiness Available at: [Accessed July 2021] Sciencedirect.com 2003 Consumer Attitude - an overview | ScienceDirect Topics [online] Available at: [Accessed July 2021] Tuttle, B., 2014 Amazing Things People Said When Online Shopping Was Born 20 Years Ago [online] Money Available at: [Accessed 11 August 2021] 43 Iprice.vn 2021 Bản đồ thương mại điện tử Việt Nam [online] Available at: [Accessed 11 August 2021] Market Business News 2021 Online shopping - definition and meaning [online] Available at: [Accessed 21 August 2021] Oxfordlearnersdictionaries.com 2021 intention noun - Definition, pictures, pronunciation and usage notes | Oxford Advanced Learner's Dictionary at OxfordLearnersDictionaries.com [online] Available at: [Accessed 21 August 2021] 44 ... for online shopping in Vietnam? How often students shopping online? What factors affect the students’ online shopping attitude and intention? Does online product advertising affect students' online. .. students' online shopping attitudes and intentions? 14 With the above questions, we can make a preliminary assessment of the factors affecting students' attitudes and intentions when shopping online The... Favourite shopping platform 27 Figure 9: Reason to shop online 28 Figure 10: Online shopping risks .29 Figure 11: The factors affecting students’ attitudes and intentions