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研究生:阮皇龍
研究生(外文):Nguyen Hoang Long
論文名稱:FACTORS INFLUENCING CUSTOMERSTOWARD ONLINE SHOPPINGA case study in Vietnam
論文名稱(外文):FACTORS INFLUENCING CUSTOMERSTOWARD ONLINE SHOPPINGA case study in Vietnam
指導教授:林吉祥林吉祥引用關係
指導教授(外文):Chi-Hsiang Lin
學位類別:碩士
校院名稱:南台科技大學
系所名稱:商管專業學院
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:102
畢業學年度:101
語文別:英文
論文頁數:82
中文關鍵詞:attitude toward online shopping, intention to receive online shoppingattitude toward online shopping, intention to receive online shoppingattitude toward online shopping, intention to receive online shopping
外文關鍵詞:attitude toward online shopping, intention to receive online shoppingattitude toward online shopping, intention to receive online shoppingattitude toward online shopping, intention to receive online shopping
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Nowadays, there are explosive growth of electronic commerce and the rapidly
increasing number of consumers who use interactive media for pre-purchase
information search and online shopping. Online shopping has attracted a great deal of
attention in recent years in Vietnam.
The purpose of this study is to examine factors that affect customer attitudes
toward online shopping and identify the relationship between customer attitude toward
online shopping and customer intention to receive online shopping. Findings of this
study indicated the differences factors that effect consumer‟s responses toward online
shopping under differences Vietnamese groups. Focusing on the two big cities in
Vietnam, 585 young consumers experienced online shopping recruit to participate in
this study.
Moreover, this study identifies the key factors in online shopping (type of
products, online shopping experiences, web page performances, customer services,
consumers‟ risks), that is, the characteristics of online shopping influencing Vietnamese
consumers trust in online shopping. The results of an empirical analysis based on a
sample of 585 e-commerce‟s consumer indicate that all the characteristics of online
shopping had significant effects on trust and that trust had significant effects on
customer intention to receive online shopping. The results have important implications
for e-commerce firms wishing to develop a successful business model for providing
their customers with trustworthy services.
Nowadays, there are explosive growth of electronic commerce and the rapidly
increasing number of consumers who use interactive media for pre-purchase
information search and online shopping. Online shopping has attracted a great deal of
attention in recent years in Vietnam.
The purpose of this study is to examine factors that affect customer attitudes
toward online shopping and identify the relationship between customer attitude toward
online shopping and customer intention to receive online shopping. Findings of this
study indicated the differences factors that effect consumer‟s responses toward online
shopping under differences Vietnamese groups. Focusing on the two big cities in
Vietnam, 585 young consumers experienced online shopping recruit to participate in
this study.
Moreover, this study identifies the key factors in online shopping (type of
products, online shopping experiences, web page performances, customer services,
consumers‟ risks), that is, the characteristics of online shopping influencing Vietnamese
consumers trust in online shopping. The results of an empirical analysis based on a
sample of 585 e-commerce‟s consumer indicate that all the characteristics of online
shopping had significant effects on trust and that trust had significant effects on
customer intention to receive online shopping. The results have important implications
for e-commerce firms wishing to develop a successful business model for providing
their customers with trustworthy services.
CHAPTER ONE INTRODUCTION ......................................................................................... 1
1.1 RESEARCH BACKGROUND ........................................................................................ 1
1.2 PURPOSE OF THE STUDY ........................................................................................... 3
1.3 RESEARCH QUESTION ................................................................................................ 3
1.4 OUTLINE OF THE THESIS ........................................................................................... 4
CHAPTER TWO LITERATURE REVIEWS ........................................................................... 6
2.1 E- COMMERCE .................................................................................................................. 6
2.2 PATTERN OF ONLINE BUYING ................................................................................. 7
2.3 PURCHASE PERCEPTION ............................................................................................ 8
2.4 CUSTOMER ATTITUDE TOWARD ONLINE SHOPPING AND INTENTION
TO RECEIVE ONLINE SHOPPING .................................................................................... 9
2.5 RELEVANT DEMOGRAPHIC VARIABLES ............................................................. 10
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY .................................. 12
3.1 RESEARCH DESIGN ................................................................................................... 12
3.2 RESEARCH FRAMEWORK AND HYPOTHESIS ..................................................... 15
3.3 QUESTIONNAIRE DESIGN ........................................................................................ 17
3.3.1 CONSTRUCT MEASUREMENT .......................................................................... 17
3.3.2 QUESTIONNAIRE PRE-TEST AND RESULT .................................................... 20
3.4 DATA ANALYSIS PROCEDURES ............................................................................. 22
3.4.1 DESCRIPTIVE STATISTIC ANALYSIS .............................................................. 22
3.4.2 RELIABILITY AND EXPLORE FACTOR ANALYSIS ...................................... 23
3.4.3 LINEAR REGRESSION ANALYSIS .................................................................... 24
3.4.4 ONE-WAY ANALYSIS OF VARIANCE (ANOVA) ........................................... 25
3.5. SAMPLING DESIGN AND DATA COLLECTION PROCEDURES ........................ 26
CHAPTER FOUR RESULTS AND DISCUSSION ............................................................... 27
4.1 CHARACTERISTICS OF RESPONDENTS ................................................................ 27
4.2 DESCRIPTIVE STATISTIC FOR QUESTIONNAIRE VARIABLES ........................ 29
4.3 RELIABILITY AND EXPLORATORY FACTOR ANALYSIS. ................................ 31
4.3.1 SHOPPING ONLINE CONTENT .......................................................................... 33
4.3.2 ATTITUDE TOWARD ONLINE SHOPPING ...................................................... 35
4.3.3 INTENTION TO RECEIVE ONLINE SHOPPING ............................................... 35
4.4 FACTORS EFFECT ON ATTITUDE TOWARD ONLINE SHOPPING .................... 35
4.4.1 CORRELATION TEST .......................................................................................... 36
4.4.2 LINEAR REGRESSION ANALYSIS .................................................................... 38
4.5 RELATIONSHIP BETWEEN VIETNAMESE CUSTOMER ATTITUDE
TOWARD ONLINE SHOPPING AND INTENTION TO RECEIVE ONLINE
SHOPPING .......................................................................................................................... 39
4.6 DIFFERENT RESPONSES TOWARD ONLINE SHOPPING UNDER
DIFFERENT DEMOGRAPHY. .......................................................................................... 41
4.6.1 DIFFERENCES OF GENDER GROUP‟S RESPONSES TOWARD
ONLINE SHOPPING ....................................................................................................... 41
4.6.2 DIFFERENCES OF AGE GROUP‟S RESPONSES TOWARD ONLINE
SHOPPING ....................................................................................................................... 42
4.6.3 DIFFERENCES OF EDUCATION GROUP‟S CUSTOMER RESPONSE
TOWARD ONLINE SHOPPING .................................................................................... 43
4.6.4 DIFFERENCES OF CUSTOMER OCCUPATION GROUP‟S RESPONSE
TOWARD ONLINE SHOPPING .................................................................................... 44
4.6.5 DIFFERENCES OF CUSTOMER PERSONAL INCOME GROUP‟S
RESPONSE TOWARD ONLINE SHOPPING ............................................................... 45
CHAPTER FIVE CONCLUSION AND RECOMMENDATION ......................................... 49
5.1 RESEARCH CONCLUSION ........................................................................................ 49
5.1.1 FACTORS INFLUENCE VIETNAMESE CUSTOMERS TOWARD
ONLINE SHOPPING ....................................................................................................... 49
5.1.2 RELATIONSHIP BETWEEN CUSTOMER ATTITUDE TOWARD
ONLINE SHOPPING AND INTENTION TO RECEIVE ONLINE SHOPPING. ......... 49
5.1.3 DIFFERENT RESPONSES TOWARD ONLINE SHOPPING UNDER
DIFFERENT RESPONDENTS GROUPS IN VIETNAM MARKET. ........................... 50
5.2 IMPLICATION OF THE STUDY................................................................................. 51
5.2.1 IMPLICATION FOR MARKETING PRACTICE ................................................. 51
5.2.2 IMPLICATION FOR ACADEMIC RESEARCH .................................................. 51
5.3 LIMITATIONS AND RECOMMENDATIONS FOR FUTURE RESEARCH ........ 52
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