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研究生:賴俊強
研究生(外文):LAI TUAN CUONG
論文名稱:Exploring factors influencing customer satisfaction with Online Stock Trading service of a Vietnamese Securities Company
論文名稱(外文):Exploring factors influencing customer satisfaction with Online Stock Trading service of a Vietnamese Securities Company
指導教授:方志強方志強引用關係
指導教授(外文):Chih-Chiang Fang
學位類別:碩士
校院名稱:樹德科技大學
系所名稱:資訊管理系碩士班
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:60
中文關鍵詞:MISThesisCustomer SatisfactionOnline Stock TradingVietnamese Securities CompanyVietnam Stock Market
外文關鍵詞:MISThesisCustomer SatisfactionOnline Stock TradingVietnamese Securities CompanyVietnam Stock Market
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Internet and e-commerce are more and more popular in Vietnam financial services. Although online stock trading services has been developed for about 5 years but it has widely effect to development of Vietnam stock market. In many securities companies, number of customers using online stock trading is even 70% - 80% of daily trading transactions. E-brokerage intend to become a new model to develop of most of Vietnam brokerage. There are many studies of customer satisfaction and online stock trading service in the world for decades ago. However, there are not many research like that in Vietnam. Therefore, the purpose of this study is to analyze factors that influence customer satisfaction with online stock trading services of a Vietnam securities company.
For this study, 208 respondents reported behaviors, opinions, beliefs, attitudes and situations that expressed their satisfaction with electronic stock trading services in Vietnam. After analysis, the results suggested that two major factors are robust in the given context: Supporting Service and Trust. In there, Trust is the most important factor that influences customer satisfaction when customers feel safe and integrity with e-stock trading service. Supporting service includes perceived price, perceived information quality and problem support also is significant effect to investors’ satisfaction with online stock trading.

ABSTRACT i
Acknowledgments iii
Table of Contents iv
List of Tables vi
List of Figures vii
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motive 2
1.3 Research Purpose 3
1.4 Research Procedure 4
Chapter 2 Literature Review 7
2.1 Online Stock Trading overview 7
2.1.1 E-commerce concept 7
2.1.2 E-commerce in financial services 8
2.1.3 Online Stock Trading concept and history 10
2.1.4 Advantage and Disadvantage of OST 12
2.2 Customer Satisfaction overview 15
2.2.1 Customer Satisfaction in Brick-and-mortar context 15
2.2.2 Customer Satisfaction in E-Service context 16
Chapter 3 Research Method 21
3.1 Research Model 21
3.2 Research Hypotheses 22
3.3 Measurement of Variables 23
3.4 Data Collection 27
Chapter 4 Research Results 29
4.1 Descriptive Statistics of Variables 29
4.2 Reliability and Validity of Variables 30
4.2.1 Reliability Analysis 30
4.2.2 Factor Analysis 31
4.3 Use T-test to test factors of research model 33
4.4 Regression analysis 34
4.4.1. Linear Regression Analysis for testing hypotheses H1 34
4.4.2. Linear Regression Analysis for testing hypotheses H2 34
4.4.3. Linear Regression Analysis for testing hypotheses H3 35
4.4.3. Linear Regression Analysis for testing hypotheses H4 36
4.5 Findings 37
Chapter 5 Conclusion and Suggestion 39
5.1 Conclusions and Contribution 39
5.2 Implication 41
5.3 Limitation 47
Appendix 1: Group Discussion 52
Appendix 2: Research Questionnaire 56
Part 1 - Demographic 56
Part 2 – Primary Questions 57


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