Factors affecting online shopping intention in Tiktok shop of students at Ho Chi Minh university of Banking, 2022

MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM

HO CHI MINH UNIVERSITY OF BANKING

PHAM THAI HOANG NHAN

FACTORS AFFECTING ONLINE SHOPPING INTENTION IN

TIKTOK SHOP OF STUDENTS AT HO CHI MINH

UNIVERSITY OF BANKING

GRADUATE THESIS

Major: Business Administration

Code: 7340101

SUPERVISOR

Dr. TRAN NGOC THIEN THY

HO CHI MINH CITY, 2022

MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM

HO CHI MINH UNIVERSITY OF BANKING

Name: PHAM THAI HOANG NHAN

ID Student: 030334180179

Class: HQ6-GE03

FACTORS AFFECTING ONLINE SHOPPING INTENTION IN

TIKTOK SHOP OF STUDENTS AT HO CHI MINH

UNIVERSITY OF BANKING

GRADUATE THESIS

Major: Business Administration

Code: 7340101

SUPERVISOR

Dr. TRAN NGOC THIEN THY

HO CHI MINH CITY, 2022

i

ABSTRACT

This thesis aims to explore the factors affecting online shopping intention of

students at Ho Chi Minh University of Banking in TikTok Shop. This study is based

on a literature review on shopping intention and previous studies. This study

conducts quantitative research methods. In the quantitative research, the author

collects survey questionnaire data from 300 students at Ho Chi Minh University of

Banking in TikTok Shop who know about TikTok Shop.

Based on the research results, the author shows that five factors affect online

shopping intention of students: Perceived Usefulness, Perceived Ease of Use, Price

Expectation, Perceived Risk, E-WOM. Meanwhile, the Perceived Usefulness factor

has the most decisive affect on the online shopping intention, the E-WOM factor

has the weakest impact. From the study results, several governance implications

have been proposed to improve and enhance efficiently and effectively in the

development of the e-commerce TikTok Shop in the future.

Keywords: TikTok Shop, affecting factors, online shopping intention,

students

ii

AUTHOR’S DECLARATION

I hereby declare that the thesis ―Factors affecting online shopping intention in

TikTok Shop of students at Ho Chi Minh University of Banking‖ is the result of my

research conducted over 10 weeks. Except for references from previous research

works as stated in the thesis, the survey data and the results of the thesis are

completely honest and have not yet been published in any research work before.

Ho Chi Minh, November 2022

Pham Thai Hoang Nhan

iii

ACKNOWLEDGEMENT

I would like to express my gratitude from the bottom of my heart to my

supervisor, Dr. Tran Ngoc Thien Thy. Thanks to her dedicated guidance and

wholehearted sharing, I was able to successfully complete my bachelor thesis.

During the process of writing this thesis, I lost a lot of mistakes but she

enthusiastically told and suggested the best solution so that I could complete this

thesis well.

Furthermore, I am grateful to all the professors and lecturers from the Ho Chi

Minh University of Banking who educate me with vital comprehensive knowledge

and essential skills throughout my syllabus at university.

Last but not least, I also want to thank the examiners for your pivotal time and

consideration to review my graduation thesis.

iv

TABLE OF CONTENT

ABSTRACT............................................................................................................... i

AUTHOR’S DECLARATION................................................................................ ii

ACKNOWLEDGEMENT...................................................................................... iii

TABLE OF CONTENT.......................................................................................... iv

LIST OF ABBREVIATIONS............................................................................... viii

TABLE LIST........................................................................................................... ix

FIGURE LIST...........................................................................................................x

CHAPTER 1: OVERVIEW OF THE RESEARCH..............................................1

1.1. The necessity of the research.............................................................................1

1.2. Research Objectives...........................................................................................3

1.3. Research question...............................................................................................3

1.4. Research subject and scope ...............................................................................4

1.4.1. Research subject ..................................................................................4

1.4.2. Research scope.....................................................................................4

1.5. Research Methodology.......................................................................................4

1.6. Research Significance ........................................................................................4

1.6.1. Academic Significance .........................................................................4

1.6.2. Practical Significance ..........................................................................5

1.7. Research structure .............................................................................................5

SUMMERY CHAPTER 1:.......................................................................................5

CHAPTER 2: LITERATURE REVIEW AND REVIEW RESEARCH

MODELS ...................................................................................................................7

2.1. Definition.............................................................................................................7

2.1.1. Intention ...............................................................................................7

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2.1.2. Shopping intention ...............................................................................7

2.1.3. Online Shopping Intention ...................................................................7

2.1.4. TikTok Shop..........................................................................................8

2.2. Relevant theoretical models ..............................................................................9

2.3. Literature Review.............................................................................................12

2.4. Hypothesis.........................................................................................................23

2.4.1. Perceived usefulness (PU).................................................................23

2.4.2. Perceived ease of use (PEU)..............................................................24

2.4.3. Price Expectation (PRICE)................................................................25

2.4.4. Perceived risks (PR)...........................................................................25

2.4.5. Electronic word of mouth (E-WOM)..................................................26

SUMMARY CHAPTER 2......................................................................................28

CHAPTER 3: RESEARCH METHODOLOGY .................................................29

3.1. Process of research...........................................................................................29

3.2. Research steps...................................................................................................29

3.3. Research Methods............................................................................................32

3.4. Research design ................................................................................................33

3.4.1. Sample size.........................................................................................33

3.4.2. Sampling method................................................................................34

3.4.3. Building the scale...............................................................................35

3.4.4. Questionnaire design .........................................................................37

3.4.5. Data collection...................................................................................37

3.5. Data processing method...................................................................................37

3.5.1. Descriptive statistic............................................................................37

3.5.2. Cronbach’s Alpha analyzing..............................................................38

3.5.3. EFA Analyzing ...................................................................................38

3.5.4. Regression analysis............................................................................39

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SUMMARY CHAPTER 3......................................................................................40

CHAPTER 4: THE RESEARCH RESULT.........................................................41

4.1. Sample Description ..........................................................................................41

4.2. Scale Reliability Testing ..................................................................................43

4.3. Exploratory Factor Analysis...........................................................................45

4.3.1. Factor analysis for the independent variable ....................................45

4.3.2. Factor analysis for the dependent variable .......................................49

4.4. Correlation Analysis ........................................................................................51

4.5. Regression Analysis..........................................................................................51

4.5.1. Testing the Fit of a Regression Model ...............................................51

4.5.2. Regression analysis results................................................................52

4.5.3. Testing Multicollinearity....................................................................54

4.5.4. Testing the Normality of Residuals....................................................55

4.5.5. Testing the constant residual variance ..............................................56

4.6. Result discussion...............................................................................................57

SUMMARY CHAPTER 4......................................................................................59

CHAPTER 5: CONCLUSION...............................................................................60

5.1. Conclusion.........................................................................................................60

5.2. Theoretical contributions ................................................................................60

5.3. Practical Implication and Suggestion.............................................................61

5.3.1. Perceived Usefulness .........................................................................62

5.3.2. Perceived Ease of Use .......................................................................62

5.3.3. Price Expectation...............................................................................63

5.3.4. Perceived Risk....................................................................................63

5.3.5. E-WOM ..............................................................................................64

5.4. Limitations and Future Research...................................................................64

vii

SUMMARY CHAPTER 5......................................................................................66

REFERENCE ..........................................................................................................67

APPENDIX ..............................................................................................................72

APPENDIX 1: QUESTIONNAIRE DESIGN ......................................................72

APPENDIX 2: DATA ANALYSIS RESULT.......................................................76

viii

LIST OF ABBREVIATIONS

Acronym Definition

PU Perceived Usefulness

PEU Perceived Ease of Use

PE Price Expectation

PR Perceived Risk

E-WOM Electronic Word of Mouth

EFA Exploratory factor analysis

KMO Kaiser-Meyer-Olkin test

Sig. Significance level

SPSS

Statistical Package for the Social

Sciences