Luận văn thạc sĩ UEH customers online purchasing intention, an exploratory study on affecting

MINISTRY OF EDUCATION AND TRANNING

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

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TRẦN THANH SƠN

CUSTOMER’S ONLINE PURCHASING

INTENTION: AN EXPLORATORY STUDY ON

AFFECTING FACTORS IN VIETNAM

THESIS OF MASTER OF BUSINESS ADMINISTRATION

HO CHI MINH CITY – 2013

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MINISTRY OF EDUCATION AND TRANNING

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

------------

TRẦN THANH SƠN

CUSTOMER’S ONLINE PURCHASING

INTENTION: AN EXPLORATORY STUDY ON

AFFECTING FACTORS IN VIETNAM

Subject : Master of Business Administration

Code : 60.34.01.02

THESIS OF MASTER OF BUSINESS ADMINISTRATION

ADVISOR: DR. TRẦN HÀ MINH QUÂN

HO CHI MINH CITY – 2013

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ACKNOWLEDGEMENT

For the successful completion of this thesis, I would like to show my

sincere thanks to all those who have supported me during the time I conducted

the study.

First of all, I would like to express my deepest gratitude to my advisor,

Dr. Tran Ha Minh Quan, for his generous and patient guidance to my thesis.

His inspiring advices are essential and valuable for me to finish this thesis. The

advisor is very knowledgeable, and nice to me all the time. I feel very lucky

appreciate him to give a chance to be his student.

Secondly, I would like to extend my sincere thanks to respectful lecturers

of University of Economics Ho Chi Minh city, who have empowered me with

considerably useful knowledge during the time I studied in University.

Thirdly, I would like to send special thanks to my friends, students of the

eMBA course of University of Economics Ho Chi Minh city for kindly helping

me collect useful information for the study. Specially, Tran Cong Tan, he

always encourages me when I have trouble duration of carrying out thesis.

Fourly, I would like to send special thanks to Dang Huu Phuc for his

strong support in the completion of the thesis.

Lastly, I would like the send the most special thanks to my family, who

always help me with so much love, care and encouragement.

Although I have tried my best to complete my thesis, but errors could not

be avoided. Therefore, I am looking forward to receiving the comments from

respectful lectures and friends, so that my thesis could be more improved.

Trần Thanh Sơn

Ho Chi Minh, December, 2013

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COMMITMENT

I hereby would like to commit that the thesis, “Customers’ online purchasing

intention: an exploratory study on affecting factors in Vietnam”, was accomplished

based on my independent and serious studies and researches. The data was collected

in reality and it has clear origins. In addition to that, the data would be trust-worthily

handled and it has never been released in any menu.

Trần Thanh Sơn

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ABSTRACT

Vietnam has witnessed rapid development of Internet, in terms of infrastructure,

users and internet-based services. As for Vietnamese people, Internet gradually

becomes a very important channel for shopping, introducing products and services,

characterized by the surging numbers of online transactions. It inspired the need to

study the issues related to the intention of customers for online purchasing.

The purpose of the thesis is to study the main factors influencing the intention of

customers when they carry out the online shopping. The study is based on the data

which is collected through google document.

Usefulness, Ease of Use and Security are three important factors influencing

Vietnamese customer attitude as they purchase online. Attitude, Normative Beliefs

and Usefulness were identified as three important factors influencing Vietnamese

customer’s online purchasing intention.

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Table of Content

ACKNOWLEDGEMENT .......................................................................................... i

COMMITMENT........................................................................................................ ii

ABSTRACT.............................................................................................................. iii

LIST OF FIGURES.................................................................................................. vii

LIST OF TABLES .................................................................................................. viii

CHAPTER 1. INTRODUCTION TO THE STUDY..................................................1

1.1. Research background .......................................................................................1

1.2. Problem statement............................................................................................5

1.3. Research questions and research objectives.....................................................6

1.4. Significances of the research:...........................................................................7

1.5. Research scope .................................................................................................7

1.6. Research structure ............................................................................................8

CHAPTER 2. LITERATURE REVIEW ....................................................................9

2.1. E-commerce .....................................................................................................9

2.2. Theory of Reasoned Action (TRA)..................................................................9

2.3. Theory of Planned Behavior (TPB) ...............................................................11

2.4. Technology Acceptance Model (TAM).........................................................12

2.5. Salient Beliefs of Usefulness and Ease of Use ..............................................14

2.6. Salient Beliefs of Compatibility, Privacy and Security .................................14

2.7. Salient Beliefs Normative-Beliefs and Self-Efficacy ....................................15

2.8. Research model ..............................................................................................16

CHAPTER 3. RESEARCH METHODOLOGY ......................................................20

3.1. Research design..............................................................................................20

3.2. Pilot study.......................................................................................................21

3.3. Measurement ..................................................................................................21

3.4. Research sampling .........................................................................................23

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3.4.1. Target population ....................................................................................23

3.4.2. Sample size..............................................................................................23

3.5. Collecting data ...............................................................................................24

3.6. Data Cleaning.................................................................................................24

3.7. Methods of data analysis................................................................................25

3.7.1. Reliability assessment of measurement scales (Cronbach alpha)...........25

3.7.2. Explore Factor Analysis (EFA)...............................................................26

3.7.3. Multi Linear Regression (MLR) .............................................................26

3.8. Summary ........................................................................................................27

CHAPTER 4. RESULTS AND DISCUSION ..........................................................28

4.1. Descriptions of sample...................................................................................28

4.2. Reliability and validity of the measurement scale .........................................30

4.2.1. Reliability testing (Cronbach Alpha) ......................................................30

4.2.2. Exploratory Factor Analysis ...................................................................32

4.2.2.1. EFA implementation for independent variable................................33

4.2.2.2. EFA implementation for dependent variable ...................................35

4.3. The Modified Theoretical Framework and Hypotheses Restatement............35

4.3.1. The Modified Theoretical Framework....................................................35

4.3.2. Hypotheses restatement...........................................................................38

4.4. Research Hypothesis Testing .........................................................................39

4.4.1. The first multiple regression analysis .....................................................39

4.4.2. The second multiple regression analysis.................................................41

4.4.3. Results of testing the hypotheses ............................................................43

4.5. Summary ........................................................................................................44

CHAPTER 5. CONCLUSION AND RECOMMENDATION ................................46

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5.1. Discussion of Study Finding ..........................................................................46

5.2. Practical implication.......................................................................................47

5.3. Limitations and future research......................................................................48

LIST OF REFERENCE ............................................................................................50

APPENDIX 1 ............................................................................................................56

APPENDIX 2 ............................................................................................................65

APPENDIX 3 ............................................................................................................74

APPENDIX 4 ............................................................................................................80

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LIST OF FIGURES

Figure 2.1. Theory of Reasoned Action from Davis, Bagozzi et Warshaw (1989)..10

Figure 2.2. Theory of planned behavior....................................................................12

Figure 2.3. Technology acceptance model (adopted from Davis, Bagozzi & Warshaw

1989)..........................................................................................................................13

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

Figure 4.1. Modified theoretical framework.............................................................38

Figure 4.2. The updated research model ...................................................................44

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LIST OF TABLES

Table 3-1. Measurement scales of research ..............................................................22

Table 4-1. Statistical summary of socio – demographic variables ...........................29

Table 4-2. Cronbach alpha coefficients ....................................................................31

Table 4-3.EFA implementation for independent variables.......................................34

Table 4-4.Cronbach Alpha coefficient of 5 group ....................................................34

Table 4-5. EFA implementation for dependent variables.........................................35

Table 4-6. Seven new factor in the research model ..................................................36

Table 4-7. Model Summary of first multiple linear regression ................................40

Table 4-8. ANOVA of first multiple linear regression .............................................40

Table 4-9. Coefficient of independent variables in first multiple linear regression .40

Table 4-10. Model Summary of first multiple linear regression ..............................41

Table 4-11. ANOVA of first multiple linear regression ...........................................42

Table 4-12. Coefficient of independent variables in first multiple linear regression42

Table 4-13. Summary of restatement hypotheses testing result ...............................43

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