Luận văn thạc sĩ UEH factors affecting consumers online puchase intention , the moderrating role of

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

------------------------------

Trinh Minh Long

FACTORS AFFECTING CONSUMER’S ONLINE

PURCHASE INTENTION: THE MODERATING ROLE OF

PRODUCT CATEGORY - AN EMPIRICAL STUDY IN HO

CHI MINH CITY

MASTER OF BUSINESS (Honors)

Ho Chi Minh City – Year 2014

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UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

------------------------------

Trinh Minh Long

FACTORS AFFECTING CONSUMER’S ONLINE

PURCHASE INTENTION: THE MODERATING ROLE OF

PRODUCT CATEGORY - AN EMPIRICAL STUDY IN HO

CHI MINH CITY

ID: 22120054

MASTER OF BUSINESS (Honors)

SUPERVISOR: DR. NGUYEN QUYNH MAI

Ho Chi Minh City – Year 2014

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Running head: FACTORS AFFECTING CONSUMER’S ONLINE PURCHASE INTENTION: THE

MODERATING ROLE OF PRODUCT CATEGORY - AN EMPIRICAL STUDY IN HCMC

Factors Affecting Consumer’s Online Purchase Intention: The Moderating Role of

Product Category - An Empirical Study in Ho Chi Minh City

Trinh Minh Long

[email protected]

0938727169

Dr. Nguyen Quynh Mai

MBUS 3

Dec, 08th

, 2014

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ACKNOWLEDGEMENTS

I would like to express my deepest gratitude to my advisor, Dr. Mai Nguyen, for her

excellent guidance, caring, patience, and providing me with a great atmosphere for doing

research. Her 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 Master thesis.

Besides my advisor, I would like to thank my friends, and other workers in the

Engineering Service Department, Software Center of Excellence Department at LogiGear

Corporation in Ho Chi Minh City for helping me to collect mussel samples from the field.

My research would not have been possible without their helps.

My sincere thanks go to my mom, two elder brothers, and younger sister. They were

always supporting me and encouraging me with their best wishes.

Last but not the least, I would like to thank my girlfriend, Dao Ninh. She was always

there cheering me up and stood by me through the good times and bad.

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Table of Contents

Chapter 1: Introduction ......................................................................................................1

1.1.Background of the Study ..........................................................................................1

1.2. Problem Statement ....................................................................................................4

1.3.Research Objective ...................................................................................................7

1.4.Research Question.....................................................................................................7

1.5.Research contributions..............................................................................................8

1.5.1. Theoretical contributions.............................................................................8

1.5.2. Practical contributions .................................................................................8

1.6. Scope of the study.....................................................................................................9

1.7. Organization of the Study .......................................................................................11

Chapter 2: Literature Review...........................................................................................12

2.1.Introduction.............................................................................................................12

2.2.Behavioral Intention Models...................................................................................12

2.2.1. Theory of Reasoned Action (TRA) ...........................................................12

2.2.2. Theory of Planned Behavior (TPB)...........................................................14

2.2.3. Technology Acceptance Model (TAM).....................................................15

2.3. Overview of the Preliminary Model .......................................................................16

2.4.Conceptual Framework and Proposed Hypotheses ................................................18

2.4.1. Perceived usefulness (PU).........................................................................19

2.4.2. Perceived ease of use (PEOU)...................................................................19

2.4.3. Perceived risk (PR)....................................................................................20

2.4.4. Brand orientation (BO)..............................................................................21

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2.4.5. Prior online purchase experience (POPE) .................................................22

2.4.6. Product category ........................................................................................23

2.5.Chapter summary ....................................................................................................26

Chapter 3: Research Method............................................................................................27

3.1.Introduction.............................................................................................................27

3.2.Research design.......................................................................................................27

3.3.Measurement and Questionnaire Design ................................................................27

3.3.1. Measurement..............................................................................................27

3.3.2. Questionnaire design .................................................................................29

3.4. Data Collection Method..........................................................................................30

3.5. Data Analysis Method.............................................................................................31

3.5.1. Descriptive statistics..................................................................................31

3.5.2. Exploratory factor analysis (EFA).............................................................31

Correlation matrix analysis ............................................................................32

Kaiser-Meyer-Olkin (KMO) Measure of Sampling Adequacy/Bartlett's Test

of Sphericity ...................................................................................................32

Factor extraction analysis...............................................................................32

Rotation analysis............................................................................................33

3.5.3. Reliability analysis.....................................................................................33

3.5.4. Correlation Analysis..................................................................................33

3.5.5. Multiple Regression...................................................................................33

(1) Normality..................................................................................................34

(2) Linearity....................................................................................................34

(3) Independence of error term ......................................................................34

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(4) Absence of multicollinearity ....................................................................34

(5) Absence of heteroscedasticity ..................................................................34

(6) Absence of outlier and influential observations.......................................34

3.6.Chapter summary ....................................................................................................35

Chapter 4: Research Results ............................................................................................36

4.1.Introduction.............................................................................................................36

4.2. Profile of Respondents............................................................................................36

4.3. Descriptive statistics ...............................................................................................38

Perceived usefulness (PU)..............................................................................39

Perceived ease of use (PEOU) .......................................................................39

Perceived risk (PR).........................................................................................40

Brand orientation (BO)...................................................................................40

Prior online purchase experience (POPE)......................................................41

Online purchase intention (OPI) ....................................................................41

4.4. Factor analysis.........................................................................................................42

4.5.Reliability Test........................................................................................................45

4.6.Correlation Analysis ...............................................................................................47

4.7.Multiple Regression ................................................................................................47

4.7.1. Assumption for Multiple Regression.........................................................47

4.7.2. Hypotheses Test.........................................................................................48

4.7.3. The Moderating Effect...............................................................................51

4.7.4. Summary of Model Analysis.....................................................................54

4.8.Chapter summary ....................................................................................................56

Chapter 5: Discussion and Conclusion ............................................................................57

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5.1.Introduction.............................................................................................................57

5.2. Discussion ...............................................................................................................57

5.2.1. Relationship between perceived usefulness and consumer’s online

purchase intention ..........................................................................................58

5.2.2. Relationship between perceived ease of use and consumer’s online

purchase intention ..........................................................................................59

5.2.3. Relationship between perceived risk and consumer’s online purchase

intention..........................................................................................................60

5.2.4. Relationship between brand orientation and consumer’s online purchase

intention..........................................................................................................62

5.2.5. Relationship between prior online purchase experience and consumer’s

online purchase intention ...............................................................................63

5.2.6. The moderating effect of product category ...............................................64

5.3.Implications.............................................................................................................65

5.3.1. Theoretical .................................................................................................65

5.3.2. Practical .....................................................................................................66

5.4.Limitations..............................................................................................................68

5.5.Recommendations...................................................................................................69

5.6.Conclusion ..............................................................................................................70

References..............................................................................................................................72

APPENDIX A1 ........................................................................................................................ i

APPENDIX A2 ........................................................................................................................v

APPENDIX B......................................................................................................................... ix

APPENDIX C...........................................................................................................................x

APPENDIX D ........................................................................................................................ xi

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APPENDIX E....................................................................................................................... xiii

APPENDIX F.........................................................................................................................xv

APPENDIX G .................................................................................................................... xviii

APPENDIX H ...................................................................................................................... xxi

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List of tables

Table 3.1: Measurements and Sources...................................................................................28

Table 4.1: Respondents’ Demographic Profile ......................................................................37

Table 4.2: Online purchasing characteristics .........................................................................38

Table 4.3: Means and standard deviations of items measuring perceived usefulness...........39

Table 4.4: Means and standard deviations of items measuring perceived ease of use ..........40

Table 4.5: Means and standard deviations of items measuring perceived risk......................40

Table 4.6: Means and standard deviations of items measuring brand orientation.................41

Table 4.7: Means and standard deviations of items measuring prior online purchase

experience...............................................................................................................................41

Table 4.8: Means and standard deviations of items measuring online purchase intention....42

Table 4.9: KMO and Bartlett's Test .......................................................................................43

Table 4.10: Rotated Component Matrix a

..............................................................................44

Table 4.11: Total Variance Explained....................................................................................45

Table 4.12: Reliability Statistics ............................................................................................46

Table 4.13: Pearson Correlation Coefficient..........................................................................47

Table 4.14: Model Summary..................................................................................................49

Table 4.15: ANOVAa

.............................................................................................................49

Table 4.16: Result of Multiple Regression Analysisa

............................................................50

Table 4.17: Correlation between Moderator, Dependent and Independent Variables...........52

Table 4.18: Model Summaryc with Moderator.......................................................................52

Table 4.19: Result of Regression Analysisa with Moderator.................................................53

Table 4.20: Product category differences in online shopping (books: n=89; electronics: n =

106; clothing: n=124).............................................................................................................54

Table 5.1: Summary of Hypotheses Results ..........................................................................58

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List of figures

Figure 1.1: Trends of revenue from electronic means .............................................................2

Figure 1.2: Purposes of accessing Internet...............................................................................3

Figure 1.3: Popular online products on e-commerce website purchased...............................10

Figure 1.4: The types of products or services introducing on e-commerce websites............10

Figure 2.1: Theory of reasoned action model ........................................................................13

Figure 2.2: Theory of planned behavior.................................................................................14

Figure 2.3: Technology acceptance model.............................................................................15

Figure 2.4: Conceptual Model................................................................................................26

Figure 4.1: Final Research Model..........................................................................................55

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