Factors affecting customers' decision to buy fresh food online at supermarkets’ website during COVID-19 pandemic in Ho Chi Minh City: Bachelor thesis of Business adminstration / Nguyen Ho Tram Anh ; supervisor Nguyen Van Thuy

MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM

BANKING UNIVERSITY OF HO CHI MINH CITY

NGUYEN HO TRAM ANH

FACTORS AFFECTING CUSTOMERS’ DECISION TO BUY FRESH FOOD

ONLINE AT SUPERMARKETS’ WEBSITE DURING COVID-19 PANDEMIC

IN HO CHI MINH CITY

GRADUATE THESIS OUTLINE

MAJOR: BUSINESS ADMINISTRATION

CODE: 52340101

HO CHI MINH CITY, 2022

MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM

BANKING UNIVERSITY OF HO CHI MINH CITY

NGUYEN HO TRAM ANH

FACTORS AFFECTING CUSTOMERS’ DECISION TO BUY FRESH FOOD

ONLINE AT SUPERMARKETS’ WEBSITE DURING COVID-19 PANDEMIC

IN HO CHI MINH CITY

GRADUATE THESIS OUTLINE

MAJOR: BUSINESS ADMINISTRATION

CODE: 52340101

SUPERVISOR: DR. NGUYEN VAN THUY

HO CHI MINH CITY, 2022

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DECLARATION

I undertake the research: “FACTORS AFFECTING CUSTOMERS’ DECISION

TO BUY FRESH FOOD ONLINE AT SUPERMARKETS’ WEBSITE DURING

COVID-19 PANDEMIC IN HO CHI MINH CITY” is my own research paper.

Except for the material cited in the thesis, I guarantee that the full text of this thesis

has never been published or used for qualifications elsewhere. No other person's

product has been used in this thesis that has not been properly cited. The data in the

thesis is collected from the clear, reliable, and honestly and objectively

processed. I confirm that the thesis is my own project.

Signature

Nguyễn Hồ Trâm Anh

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ACKNOWLEDGE

First of all, I would like to express my deepest gratitude to the teachers of Banking

University of Ho Chi Minh City in general and the teachers of the Faculty of

Business Administration in particular for imparting the knowledge that is the

theoretical basis. for me to complete this thesis. In particular, I would like to thank

Dr. Nguyen Van Thuy took the time to guide me. His spiritual encouragement and

academic support are truly priceless.

Next, I would like to thank the students for being enthusiastic and open to

exchanging and supplementing knowledge, as well as the practitioners who helped

me a lot in collecting research data.

Finally, I would like to thank my family and close friends for their encouragement

and support so that I can complete my degree in Business Administration. In

the course of implementation, although I tried my best to complete the study, due

to limited professional knowledge and experience, limited research time, and

experience in practical research, my opinions, and evaluations in the report may

contain errors.

I hope to receive comments from teachers and readers.

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CONTENTS

CHAPTER 1: INTRODUCTION ...................................................................................1

1.1 Research Statement................................................................................................1

1.2 Aims and objectives of the research ......................................................................2

1.3 Subject and scope of the study...............................................................................3

1.4 Research method....................................................................................................3

1.5 Research significance ............................................................................................4

1.6 Expected contribution............................................................................................4

1.7 Thesis structure ......................................................................................................5

1.8 Summary of Chapter 1...........................................................................................5

CHAPTER 2: LITERATURE REVIEW ........................................................................6

2.1 The basic of concepts.............................................................................................6

2.1.1 Definition of consumer behavior.....................................................................6

2.1.2 The concept of customers’ buying decision....................................................6

2.1.3 Concept of customers’ buying decision process.............................................7

2.1.4 Behavioral characteristics of buying fresh food online...................................9

2.2 Theoretical models...............................................................................................11

2.2.1 The theory of reasoned action model (TRA) ................................................11

2.2.2 The theory of planned behavior model (TPB) ..............................................12

2.3 Previous research .................................................................................................14

2.4 Research model and hypothesis...........................................................................16

2.4.1 Research model .............................................................................................16

2.4.2 Hypothesis....................................................................................................17

2.5 Summary of Chapter 2.........................................................................................22

CHAPTER 3: RESEACH METHODOLOGY.............................................................23

3.1 Design of research ...............................................................................................23

3.1.1 Research process ...........................................................................................23

3.1.2 Research design.............................................................................................24

3.3 Research method..................................................................................................29

3.3.1 Qualitative research.......................................................................................29

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3.3.2 Quantitative research.....................................................................................29

3.4 Formal research....................................................................................................30

3.4.1 Sample size...................................................................................................30

3.4.2 Sampling method..........................................................................................30

3.4.3 Scale formulation .........................................................................................30

3.4.4. Survey questionnaire ....................................................................................33

3.4.5 Data collection...............................................................................................34

3.5 Data analysis........................................................................................................34

3.5.1 Descriptive statistics......................................................................................34

3.5.2 Scale test.......................................................................................................35

3.5.3 Regression analysis .......................................................................................36

3.6 Summary of Chapter 3.........................................................................................37

CHAPTER 4: DATA ANALYSIS AND DISCUSSION .............................................38

4.1. Description of research samples......................................................................38

4.2 Cronbach’s Alpha ................................................................................................40

4.2.1 Evaluating Subjective norm group scale .......................................................40

4.2.2 Evaluating Perceived behavioral control group scale ...................................40

4.2.3 Evaluating Perceiver usefulness scale...........................................................41

4.2.4 Evaluating Attitude scale...............................................................................41

4.2.5 Evaluating Risk awareness scale...................................................................42

4.2.6 Evaluating purchase decision ........................................................................43

4.3 Result of exploratory factor analysis (EFA)........................................................44

4.4 Correlation analysis.............................................................................................47

4.5 Regression analysis..............................................................................................48

4.6 T-Test and ANOVA of the variables of gender, education level, age and

monthly income for decision to buy fresh food online:.............................................54

4.6.1 The differences about gender ........................................................................54

4.7 Summary of Chapter 4.........................................................................................59

CHAPTER 5: CONCLUSION AND APPLICATIONS ..............................................60

5.1 Conclusions..........................................................................................................60

5.2 Implications .........................................................................................................60

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5.3 Limitations and future research ...........................................................................65

5.4 Summary of Chapter 5.........................................................................................67

REFERENCES................................................................................................................1

APPENDIX 1: FOCUS GROUP DISCUSSION............................................................4

APPENDIX 2: QUESTIONNAIRE SURVEY...............................................................4

APPENDIX 3: DATA ANALYSIS RESULT................................................................7

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LIST OF ACRONNYMS

Acronnyms Meaning

EFA Exploratory Factor Analysis

ANOVA Analysis of Variance

SIG. Significance level

VIF Variance inflation factor

SPSS Statistical Package for the Social

Sciences

KMO Kaiser-Mayer-Olkin

SN Subjective norm

PBC Perceived behavior customer

PU Perceived usefulness

ATT Attitude

RA Risk awareness

PD Purchase Decision

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LIST OF FIGURES

Figure 2.1 Steps to make a purchase decision of a customer..........................................8

Figure 2.2 The theory of reasoned action model (TRA)...............................................11

Figure 2.3 Theory of planned behavior.........................................................................13

Figure 2.4 Research Model ...........................................................................................17

LIST OF TABLES

Table 2.1 Previous studies summary.............................................................................14

Table 2.2 Synthesize the hypotheses of the current study ............................................21

Table 3.1 Measurement scale of observed variables.....................................................34

Table 3.2 Coding the variables of the scale ..................................................................40

Table 4.1 Sample descriptions .....................................................................................21

Table 4.2 Result of the reliability assessment of Subjective norm...............................50

Table 4.3 Result of the reliability assessment of Perceived behavioral control ...........51

Table 4.4 Result of the reliability assessment of Perceiver usefulness.........................52

Table 4.5 Result of the reliability assessment of Attitude ...........................................52

Table 4.6 Result of the reliability assessment of Risk awareness.............................2152

Table 4.7 Result of the reliability assessment of Purchase decision.............................54

Table 4.8 Synthesize Cronbach’s Alpha of each variable ............................................54

Table 4.9 The result of KMO and Bartlett’s Test .........................................................55

Table 4.10 Eigenvalues and covariance deviations for independent variables.............55

Table 4.11 Result of independent factor analysis with principal varimax rotation

method...........................................................................................................................56

Table 4.12 Pearson correlation analysis........................................................................57

Table 4.13 Model summary ..........................................................................................58

Table 4.14 Anova analysis............................................................................................59

Table 4.15 Result of dependent variables’ linear regression ........................................59

Table 4.16 Summary table of research hypotheses.......................................................62

Table 4.17 Results of the T-Test of the Gender variable ..............................................65

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Table 4.18 Results of ANOVA test with the Education level variable ........................59

Table 4.19 Results of ANOVA test with the age

variable……………………………67

Table 4.20 Results of ANOVA test with the Income variable ....................................68