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

Ho Chi Minh City – Year 2014

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

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Dang Duy Thanh

CRITICAL FACTORS AFFECTING THE CUSTOMERS’

INTENTION TO USE E-RETAILING

MASTER OF BUSINESS (Honours)

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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

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i

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.

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ii

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 e￾shopping 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

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iii

Table of content

Acknowledgement i

Abstract ii

Chapter 1_INTRODUCTION 1

1.1 Research background 1

1.2 Problem statement 2

1.3 Research objectives 3

1.4 Research questions 3

1.5 Research scope 3

1.6 Research significant 4

1.7 Research structure 4

Chapter 2_LITERATURE REVIEW 6

2.1 E-retailing 6

2.2 Customers’ intention to use e-retailing 7

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

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iv

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

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