Hypothesis 5: Characteristics of customers have significant difference on their intention use e- retailing
5.3 Limitations and further researches
Although the research can contribute some valuable ideas to make an e-retailing business more successful, there are limitations that need to be acknowledged.
The first is the scope of this study, only in Ho Chi Minh city, this may reflect the opinion of Ho Chi Minh city citizens but for other provinces, the result may vary significantly. Besides, only office employees were asked to fulfill the survey, other types of people (students, freelancers, employers, etc.) may have different opinions about shopping on the webs. The author recommends that future researches should replicate in other parts of Vietnam to have better information.
The second limitation is that the survey only asked people about the clothing products, included clothes, bags, foot wears, etc. If it is for other types of products sold online, i.e.
electronic devices, household products, the result may be significantly different. Therefore, similar researches about other types of products should be conducted to achieve the general ideas about how customers react to online shopping.
The third limitation is that questionnaire is all about general shopping experiences on the online environment. It does not specify any particular websites so people may only focus in their favorite / normally surfing websites. It leads to the undiversified answers when people did the survey. For a frequent surfing online shop, since customers are too familiar with them, they are well understanding almost all the functionalities and processes of the websites. Therefore, it is easy for them to navigate all information and quickly complete the buying transactions. To achieve a better research idea of how consumers react to an electronic shop, further researches in similar topic should include several specific web sites to observe diversified data.
Finally, since the measurement scales used in the research were taken from other studies in foreign countries, it may not perfectly fit in Vietnam environment. Each countries have their own characteristics so questionnaire to measure the variables in a country may not reflect those variables in the others. In order to design a good model that can predict the Vietnamese
customers’ intention, future researches should define a questionnaire based on the real
situations in Vietnamese market and it should be justified by recommendations from Vietnamese experts in this field.
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Appendix
Appendix 1: Cronbach’s alpha and reliability tests for each factor