Luận văn: Phân tích các nhân tố ảnh hưởng đến hành vi mua sắm trực tuyến của khách hàng Việt Nam trong thời gian qua Analyzing of factors affecting online shopping behavior of Vietnamese customers in recent years

Luận văn: Phân tích các nhân tố ảnh hưởng đến hành vi mua sắm trực tuyến của khách hàng Việt Nam trong thời gian quaAnalyzing of factors affecting online shopping behavior of Vietnamese customers in recent years

Analyzing of factors affecting online shopping behavior of

Vietnamese customers in recent years

Student name: NGUYEN TRONG ANH THO

ID: 001131753 Class: Intake 26

Table of Contents

LIST OF ABBREVIATIONS 6

LIST OF CHARTS 6

LIST OF TABLES 7

CHAPTER 1 :INTRODUCTION 8

1.1 Background 8

1.2 Problem Statement / or Rationale of the project 9

1.3 Research Objective & Research Question 9

1.3.1 Research Objective 9

1.3.2 Research Question 10

1.4 Research Method Overview 10

1.5 Research scope 10

1.6 Limitation 10

1.7 Research Ethics 11

1.8 Outline 11

CHAPTER 2: LITERATURE REVIEW 12

2.1.1 How shopping online engage its customers? Advantage and Disadvantage of online shopping 12

2.1.2 Related theoretical models 15

2.1.3 Overview of researches on online shopping behavior 17

2.1.4 Online shopping intentions 22

2.1.5 The factors effect on the online shopping behavior of Vietnamese customers 23

2.2 Previous studies: 25

2.3 Conceptual Framework and Hypothesis: 28

CHAPTER 3: METHODOLOGY 29

3.1 Research design (or Research process) 29

3.2 The final version of Questionnaires 30

3.3 Research method 32

3.3.1 The quantitative research 32

3.3.2 The qualitative research 32

3.3.3 The mixed method 33

3.4 Data Collection Method 33

3.5 Statistical tool 33

3.5.1 Reliability (Cronbach's alpha) 33

3.5.2 Empathy 34

3.5.3 Assurance 34

3.6 Data Analysis Process 34

3.7 Exploratory Factor Analysis (EFA) 34

3.8 Conclusion 35

CHAPTER 4 : ANALYSIS AND FINDING & DISCUSSION 36

4.1 Data Description Analysis 36

4.2 Reliability Test 40

4.3 Exploratory Factor Analysis- EFA 42

4.4 Multi – Regression 46

4.5 Test the hypothesis of the research model 48

4.6 ANOVA 49

CHAPTER 5 : CONCLUSION AND IMPLICATION 50

5.1 Conclusion 50

5.2 Implication 51

5.3 Limitation 53

References: 54

APPENDIX 57

This study aims to analyze factors that influence customers 'online shopping behavior and consider how thosefactors have changed customers' online shopping behavior in recent years This goal was achieved by using amodel of perceived risk, price, trust, perceived usefulness, and perceived ease of use impact of customers ontheir online shopping behavior to make the research hypothesis To investigate these hypotheses, 280questionnaires were scattered across online websites Finally, regression analysis is used on data to testresearch hypotheses This dissertation focuses on the key objective that is to research and analyze onlineshopping behaviors as well as factors that change customers' online shopping behavior in the context ofVietnam Based on the research results, the author will propose a number of suggestions and ways to helponline retailers and e-commerce sites take methods to heighten customers' online shopping intentions, in thatway promoting customers to buy more online

To complete this dissertation, the author would like to thank lecturer Nguyen Ngoc Danh for helping in theresearch With the enthusiastic support of the instructor, the author was finally able to overcome somedifficulties and complete the thesis Besides, the author would like to thank all survey participants for theircomments during the survey to make this dissertation Besides, I hereby undertake, the dissertation "Analyzing

of factors affecting online shopping behavior of Vietnamese customers in recent years" is an independentresearch work of mine In addition to the secondary information related to the research that has been cited asprescribed, all results presented in the thesis are analyzed from the investigation data source directly conducted

by me All data are truthful and the dissertation content has never been published in any other research

COD : Cash on Delivery

E-Cam : E-Commerce Adoption Model

EFA : Exploratory Factor Analysis

PEU : Perceived ease of use

PR : Perceived Risk

PU : Perceived usefulness

TAM : Technology Acceptance Model

TPR : Theory Perceived Risk

TRA : Theory of Reasoned Action

VECOM : Vietnam E-Commerce Association

LIST OF TABLES

Table 1: Rate of getting to know the online shopping websitesTable 2: The mean of each factor

Table 3: Analysis results in Cronbach's Alpha

Table 4: KMO and Bartlett's Test

Table 5: Communalities

Table 6: Rotated Component Matrix

Table 7: KMO and Bartlett's Test

Table 8: Dependent Variables

Figure 1: Theory of reasoned action-TRA

Figure 2: Theory of Perceived Risk-TPR

Figure 3: TAM model

Figure 4: Online shopping intentions

Figure 5: Online shopping intentions

Figure 6: E - Commerce Adoption Model

Figure 7: buying decision process

Figure 8: Proposed research model

CHAPTER 1 :INTRODUCTION 1.1 Background

During the 4.0 period, in conjunction with the consequences of the Covid nineteen epidemic, e-commerce wasgrowing apace within the world and in Vietnam Ho Chi Minh City and Hanoi in 2019 account for 19% of thepopulation but account for over 70% of e-commerce transactions nationwide That means the remaining 61localities account for 82% of the population but only contribute less than 30% of the e-commerce scale It isworth noting that this 70% proportion is stable in the whole period 2015 - 2019 and there is no sign of change inthe coming years The inquiry by the Vietnam E-Commerce Association (VECOM) showed that the e-commercegrowth rate is over 32% The scale of e-commerce retail of customer goods and services in 2019 will reach about11.5 billion USD VECOM forecasts the evolution rate to 2020 will continue to be over 35% when Vietnam's e-commerce scale will exceed 15 billion USD (VECOM, 2020) The online retail mode both develops in the thingthat retail businesses construct websites to countenance customers to shop online and in the fact that a series

of domestic and foreign e-commerce sites are entering the commercial market trade in our country Thewebsites that are doing quite well in Vietnam can be mentioned as Tiki, Shopee, Lazada, etc These websitesconsistently have impressive "offers", regular discounts, product variety, etc Not only that, the number ofcustomers using smartphones to buy online tends to grow Therefore, e-commerce websites have launchedmobile applications so that customers can shop directly on that application at attractive discounts Besides theabove shopping apps, customers also have many choices through online shopping channels on social medias likeInstagram, Facebook, Zalo, etc

Indonesia and Vietnam are 2 markets that breakthrough through the trend of digital economic developmentcompared to the remainder of the area, with growth rates appreciable 40% / year, whereas the rest of thecountries have growth of 20-30% / year Three hours twelve minutes is that the average time that Vietnameseindividuals pay mistreatment the net on mobile devices, focusing on social networking and media applications(52%), video observance applications (20%), and games (11%) (VECOM, 2020)

The operation or action of buying a product or service over the Internet is called Online shopping Mean going

to the supplier's website, choosing something, and make plans for deliveries Customers pay for goods orservices online with a debit card, credit card, or cash on delivery Online shopping or e-commerce is the searchand purchase of goods and services over the Internet using a web browser The main attraction of onlineshopping is that customers can find and buy the items they need (which are then shipped to their homes)without leaving home Today, almost anything can be purchased through online shopping, up to billions of

dollars per year Today, most retail stores have a website or app where customers can shop online and shipthem to their homes or pick them up at a nearby store Online shopping has been a success as more and morecustomers purchase an increasingly diverse product on the Internet.

Along with the recovery of the economy, Vietnam's e-commerce has seen faster growth As of January 2017,there were 50.05 million Internet users in Vietnam, to occupy 54% of the population, a rise of 7% against 2016.The number of Internet users is appreciated at a high level in the world However, the proportion of peopleusing it is still at a middling level Vietnam has 47 million social media users, to occupy 49% of the population.(Tran Thi, 2018) E-commerce is growing rapidly, but the growth factors are uneven: connectivity, access todata, and handsets play a key role in changing customer behavior To a broader extent, smartphones are anearly sign of the potential for e-commerce growth However, the connectivity of smartphones alone will not beenough to drive the growth of e-commerce Cultural factors and other factors from the market can alsoinfluence customers' online and in-store shopping behavior

1.2 Problem Statement / or Rationale of the project

According to (Ramachandran et al., 2011), in recent years, together with the power increase of the Internet,online shopping has become a preferred and progressively popular searching technique within the world Thecustomer's percentage of the shop online keeps increasing over time The way of shopping changes, from directshopping at the store to online shopping, comparing and evaluating the value of products and services is donewith many sources of information quickly, diversified, and available objectivity Thus, buying online is a naturaland inevitable tendency thanks to the increase of the Internet To uphold and expand their e-commercebusiness, retailers face the challenge of not only attracting new customers but also retaining existing customersand finding solutions for them to find websites

So, with the want to make inquiries about the behavior and factors that affect the online shopping behavior ofVietnamese customers, the author has chosen a research perspective through understanding shopping behaviorand factors to cause changes in current customers' online shopping behavior through the topic: " Analyzing of

factors affecting online shopping behavior of Vietnamese customers in recent years." to determine and depict

the Vietnamese customers' characteristics in the online shopping process, as well as understand and analyzethe significant element influencing customers' online shopping behavior

1.3 Research Objective & Research Question

1.3.1 Research Objective

Stemming from the overhead reasons, the dissertation focuses on the key objective that is to research andanalyze online shopping behaviors as well as factors that change customers' online shopping behavior in the

context of Vietnam Based on the research results, the author will propose a number of suggestions and ways tohelp online retailers and e-commerce sites take methods to heighten customers' online shopping intentions, inthat way promoting customers to buy more online.

1.3.2 Research Question

To get answers to the research objectives, the author used the following three research questions:

 To explore the current development of Vietnamese online shopping

 How shopping online engage its customers?

 To evaluate the influence of factors on online shopping behavior

1.4 Research Method Overview

In this study, the author will use both quantitative and qualitative research methods Both of these methodshave their own advantages and disadvantages, combining these two methods can support each other and helpthe author answer well the three research questions above

For quantitative research, the author will post online questionnaires and distribute them online such as sharing

on Facebook, zalo, websites, etc The purpose of using this method is to examine the factors affecting theshopping behavior of Vietnamese customers Moreover, the study added to the system-specific criteria on ease

of use, the behavior of searching information online, risk perception in the online shopping process

For qualitative research, the author will collect data from various articles, books, and websites on issues related

to customer shopping behavior The purpose of using this method is to know about the famous experts/writerswho have evaluated the shopping behavior of customers as well as the elements that change the onlineshopping behavior of customers

1.5 Research scope

The purpose of dissertation is to study the online shopping behavior of customers and how online shoppingchanges customers' shopping decisions Since this is an online survey, it is not limited to regions, cities, ordistricts The scheduled time for the survey will be conducted in January 2021

1.6 Limitation

The survey activities place in Vietnam with about 280 questionnaires, the sample size is not wide enough to act

as deputy for the whole population in Vietnam However, the survey results will help the author grasp somebasic knowledge about the shopping behavior of customers in Vietnam as well as how online shopping changestheir shopping decisions

1.7 Research Ethics

In order not to violate any ethical terms of research and respect survey participants, the author will not inquireany sensitive questions regarding skin color, ethnicity, religion, etc In addition, the author will not reveal anyinformation of survey participants including phone number, address, real name, etc

1.8 Outline

This dissertation would have five Chapter:

1 Introduction: This section will introduce an overview of e-commerce, reasons for choosing topics, andresearch methods

2 Literature review: Present the theoretical basis of e-commerce and the online shopping behavior ofcustomers In addition, this chapter will also outline studies that have been done previously in foreigncountries and Vietnam From there, the factors influencing the online shopping behavior of Vietnamesecustomers and changes in online shopping behavior of Vietnamese customers in recent years

3 Methodology: This chapter will go into depth about analyzing and evaluating the methods andapproaches used by the author to collect data and information to answer research questions Author willalso discuss the advantages and disadvantages of each method used in this study

4 Analysis and finding & discussion: This chapter will include all the analysis and in-depth discussion onthe results of the questionnaire collected by the author

5 Conclusion and Implication: This chapter will synthesize all the research findings from the researchprocess and will provide the answers to the research questions Some recommendations/solutions tohelp businesses improve efficiency in the process of selling online products will also be mentioned in thischapter

CHAPTER 2: LITERATURE REVIEW 2.1 Theoretical framework

2.1.1 How shopping online engage its customers? Advantage and Disadvantage of online shopping.

E-commerce (also known as online shopping) is the buy and sale of goods or services on electronic systemssuch as the internet, split up into four groups based on the features of purchaser and sellers: Business toCustomer (B2C), Business to Business (B2B), Customer to Consumer (C2C), Business to Business (C2B) (KotlerArmstrong, 2012) In this study, the author focus on the second group of business to customer transactions(B2C) When choosing to buy a product or service, customers often rely on their reason to maximize the value

to use based on the cost spent, considering the type of product or service to buy, why, when to buy, and buy atthe beginning Customer behavior is the consequence of environmental factors affecting the purchaser'sawareness, characteristics, and decision-making processes of purchaser that lead to certain purchasingdecisions

Customer buying choice process is comparatively analogous between online and traditional, but there are alsosome differences because of influence of the shopping and marketing communications environment (Kotler andArmstrong, 2012) The fast increase of technology, exceptional is information technology and the internet hasprofoundly affected and tranformationed the recent laws of the business world in common and the shoppingbehavior of customers in particular According to Pavlou and Fygenson, 2006 there was a close relationshipbetween online commerce and online shopping behavior, based on e-commerce, customers could find forinformation and buy goods by internet technology Online commerce affects buying behavior and decisions ofcustomers in two respect: Influences that encourage customers to buy online and elements that inhibitcustomers from shopping online

The factors that motivate customers to take part in shopping come from favourable, choice of goods andservices, abundant information, easy approach, and easy to buy On the positive respect of e-commerce showsthat shopping behavior is affected by 3 factors: Perception of the benefits of e-commerce, Web design showsinformation content, aesthetic, easy to access, excitement to explore is also known as the stimulus Iversely, thefactors that dissuade customers from shopping online are perception risk and safety psychology

Web design (aesthetics and content): The factors of the website are motivating, attracting customers and

increasing buying intent The factors required to create a professional and user-friendly web interface mustexhibit ease of use, security, convenience, an attractive image, the quality and professionalism of the site arepositively correlated important pole with buy intent Online businesses need to invest professionally in websites

to attract and retain online buyers

According to VECOM's report the scale of Vietnam's e-commerce market in 2018 is 9 billion USD The report alsopredicts that the average annual growth rate of the period 2015 - 2018 will be 25% and the market will reach 33billion USD by 2025 and the size of Vietnam's e-commerce market predicts that in 2025 will rank third inSoutheast Asia, after Indonesia (100 billion USD) and Thailand (43 billion USD) 2020 is a significant year forVietnam’s e-commerce development To customers, 2020 is the final year of the decade that online purchasehas become favored and a large number of enticing online sales have been hunted excitedly by the shopperswhenever the year-end comes Moreover, to businesses, this year marks a milestone of transformation fromcognition to actions In other words, this is no more time for concerns about profits e-commerce brings butabout how to implement it effectively Contemporaneously, to organizations, 2020 is in the middle of the 10-year stage which is predicted as ―the golden stage of Vietnam’s e-commerce In this context, the Vietnam E-Business Index (EBI) 2020 Report not only aims to introduce the result of the enterprises survey in 2019 but also

to mirror the development of e-commerce from the past to the present as well as to anticipate its status inupcoming trends from now on up to 2025

Chart 1: B2C e-commerce in Vietnam (VECOM, 2020)

The number of internet usage is statistics to be 5 hours 10 minutes per day This is not a small number, but noone can imagine, most of the Vietnamese people using the internet are young people, including some peopleworking on computers, with internet connection exceeding 10 hours per day According to statistics, Vietnamhas 39.8 million internet users, to occupy 44% of the country's population Currently, there are also about 28million active social media accounts in Vietnam The number of 39.8 million represents a 10% increase in thenumber of Internet users in Vietnam over the same period last year(FPT.com, 2020)

Customers' demographics are among the most frequently studied factors in online shopping research Theeffects of gender, age, income, education, and culture of customers on online shopping behavior (Bellman et al,1999) The impact of age on online shopping intentions and behaviors is also a matter of concern Onlineshopping for example is not suitable for the elderly, only suitable for young and mid-sized people middle age,because these people understand a lot about technology and they can shop online easily.

 Compare online shopping and traditional shopping.

According to Darley et al (2010), online and traditional shopping also have similarities when going through thesame five-step procurement process including identifying needs, finding information on real estate assessment.product replacement, purchase decision and review after the purchase However, these two types of shoppingmethods have some differences

Firstly, there are differences in "terms of specification when purchasing" In traditional shopping, customers just

need to move to a place of sale such as a store, market, or supermarket to buy goods In online shopping,customers do not need to move to sales locations but can still make transactions However, customers need acomputer or mobile device with an Internet connection

Secondly, Some online retailers don't accept "Cash on Delivery (COD)" To perform a transaction, customers are

required to have an account of bank or make payments through third parties

Finally, element of direct contact with the product is the biggest difference between online shopping and

traditional shopping Online shoppers can only see a picture of the product on the internet, but cannot be surethat the actual product is the same, and when the product is shipped is intact Since then, risks arise in theonline transaction process, especially when in reality there are not a few cases of fraud At the same time, directpayment and receipt will be safer than online payment

 Advantages of online shopping

In the online shopping process, every transaction is done through the website, the buyer and the seller do notcome into contact with each other Customers only have to pick out the product customer want to buy and theproduct be going to be delivered to the customer's address With the variety and abundance of productinformation or prices on websites, customers can select and compare prices between different productsthrough the information provided In addition, customers might also consult comments, product feedback, orreview from previous online shopping customers to make choices This information is helpful for customers togive a multi-dimensional view of the product customers want to buy, and they could refer to these commentsbefore making a shopping decision Therefore, customers who shop online have an advantage over traditional

forms of shopping when customers can find the product that suits their demands easily with the cheapest pricefrom the supplier.

Just a computer or smartphone with a network connection, customers may access goods information, compareprices, order from anywhere without having to wait in line for payment like when buying at traditionalboutiques Online shopping is suitable for customers who have little time, through online shopping to helpcustomers save time on shopping For customers who are not interested in shopping at traditional stores,choose to shop online to stay away from noisy places, not waiting in line Besides, customers have many choicesfor goods when shopping online Before making a decision, customers can easily consult others through productcomments and reviews

 Disdvantages of online shopping

First, customers cannot touch or see items On shopping portals, for example, no matter how attractive aproduct looks, customers can never be sure which they will buy the right product they want to buy In addition,colours, sizes and textures are subject to change and the dress chosen might not be suitable for the customer.This is the biggest downside of online shopping Customers cannot feel or actually see the items you buy As aresult, custmers are more likely to receive a imperfect product Second is the problem of waiting for delivery.When customers place orders online takes at least 3-5 days or even weeks for customers to receive theproducts they purchased This thing tendency to "kill the emotion" of a customer when shopping for something.Next, products cannot be exchanged: Many online retailers do not offer return products after delivery.Therefore, customers who buy poor quality goods must also accept Finally, bad customer service: this is verycommon when customers have questions about product quality Most of the disadvantages when buying onlineabove that customers encounter are usually when customers choose a small, reputable online shoppingaddress, with product images copied online The benefits when buying online are undeniable, but in order not

to have to spend money on poor quality items, customers should only choose to buy at reputable sellingaddresses, brands If the website sells small and new, please see the feedback of customers who bought theproduct before and only buy if the online store allows to exchange products when the product is poor quality

2.1.2 Related theoretical models

Theory of Reasoned Action - TRA

Fishbein and several other social psychologists began studying human behavior and the factors that motivatetheir actions in the 1950s One of the theories was developed and widely applied to the social psychology wasTheory of Reasoned Action - TRA (Fishbein & Ajzen, 1975) And this theory was put forward to explain humanbehavior in general

Figure 1: Theory of reasoned action-TRA (Fishbein & Ajzen, 1975)

Behavior intention was impacted by two factors: Subjective Norm and Attitude In which, attitude was anexpression of an individual's element, expressing a customer's positive or negative beliefs in the product TheSubjective Norm shows the influence of social relationships (family, friends, etc.) on the individual customers

Theory of Perceived Risk-TPR

(Bauer, 1960) states that customer behavior of information technology products had risk awareness, includingtwo factors: Perceived Risk of Online Transaction and Perceived Risk with Product / service in TPR model

Figure 2: Theory of Perceived Risk-TPR (Bauer, 1960)

PRP: risk perceptions like loss of , financial loss, time-consuming, loss of opportunity, and total product / servicerisk perception (sum of uncertainty or anxiety of consumers used when buying products)

PRR: Risks could happen when customers perform e-commerce transactions on electronic devices related toprivacy, security-authentication, non-denial, and overall risk awareness of the Delivery Online Translation

Technology Acceptance Model (TAM model)

The Technology Acceptance Model was attentive in elucidating and forecasting the acceptance and utilization

of technology Base on TRA theory, the TAM model considers the connection and effect of related influence:

Perceived usefulness, Perceived ease of use, behavior intention, actual system use The Perceived usefulnessfactor has implied the whole point of view factor in this Meaning, a person can use technology even they didn’thave an active opinion toward it, provided that the technology was actually helpful or that the technology really

 Perceived ease of use-PEU

Perceived ease of use is "The level to which one has faith in use a particular system without effort" (Davis,1986) The computer user trusts in the ability to perform work on the computer easily depends a lot on theability to use the computer, worries about using the computer, factors of external control, the seriousness ofusing the computer, how it is felt, and the ability to use it

2.1.3 Overview of researches on online shopping behavior.

 Researches in the world.

Online shopping is becoming an inexorable trend globally in general and in Vietnam in particular Researches ononline customer behavior were quite diverse and plentiful not only in Vietnam but also in the world China is apowerhouse with a thriving economy and the largest population in the world With its inherent advantages, this

country has, will create many good opportunities for business activities of domestic and foreign enterprises, and

in which, online shopping is to be mentioned Thanks to the speedy increase of IT and the Internet, onlineshopping activities in China have been very exciting and growing at an extraordinary rate Top sites likePaipai.com, Alibaba.com, Taobao.com, Ebay.com.cn, Dangdang.com, and Joyo.com are no strangers to onlinecustomers in China However, in order to achieve high results in the online marketplace, it was significant tocomprehend what influences Chinese online customers' decisions Rong Li et al, 2007 analyze the factors whichimpact online shopping intentions In particular, the factor of trust is proven to be an important factor affectingbuying intentions and leading to online shopping actions of Chinese customers

Figure 4: Online shopping intentions (Rong Li et al, 2007)

The relationships' theoretical of all the variables had been incorporated in the Internet shopping background inthis model A customer's intention to purchase goods from Internet shopping was contingent on a customer'strust And Chinese online businesses that wanted to compete with other businesses should see trust as thefirst important factor to be built Factors like e-commerce perceived risk, knowledge, and perceived ease allaffected trust Particularly perceived reputation had no effect on trust Rong Li et al, 2007 also explained thisbecause in China there were a number of large websites in the shopping field and they occupied most of themarket share When Chinese shoppers shop online, they mostly went to these sites, so research on perceivedreputation didn’t have much effect on trust

Thailand is considered one of the earliest national Internet applications in the active fields of socialbusiness in Asia Over the years, with the remarkable growth of Internet usage in Thailand, e-commerce plays animportant role in society and business life E-commerce has become popular after activities such as using e-mail,texting, or surfing the web Therefore, businesses doing business in the e-commerce sector need to find out the

factor influences the purchase orientation of customers and then have suitable business plans for theirbusinesses An empirical study on the factor effect on user direct-purchase regimes and intentions in Bangkok,Thailand by Ma Mengli (2011) was a significant contribution to direct business enterprises route in this country.

Figure 5: Online shopping intentions (Ma Mengli, 2011)

Research had shown that only three out of five factors that influence online shopping attitudes were: perceivedease of use, perceived usefulness and trust Those exclusion factors were individuality and safety and perceivedrisk Besides, research also showed that demographic factors (gender, age, education) did not affect buyingattitudes much The reason for this was because the majority of women in Bangkok were working and had thesame education level as men and also had a lot of Internet access

(Joongho Ahn et al., 2001) had made an E-Cam (E-Commerce Adoption Model) in the Korean andAmerican markets acceptance model by integrating the TAM model ( Technology Acceptance Model)(Davis,1986) with the Theory Perceived Risk (TPR) (Bauer, 1986) The E-CAM model had been studiedexperimentally in the American and Korean markets, explaining the acceptance of e-commerce This studyprovided knowledge of the factors that influence the conversion of Internet users into leads Perceived ease ofuse and perceived usefulness must be heightened, while Perceived risk with product/service and Perceived risk

in the context of Transaction must be reduced This model showed that the factors affecting the conversionfrom Internet users to potential customers of different cultural regions are different

Figure 6: E - Commerce Adoption Model (Joongho Ahn et al., 2001)

Perceived risk in the context of the transaction: customers might encounter risks in online transactions such as

risks of safety and confidentiality

The perceived risk with Product/service: was the perception of customers concerned about the potential for

unsatisfactory product damage, financial loss, or a waste of time when a damaged product is received

Perceived ease of use: was the customer's perception of the ease of manipulation, information retrieval, and

easy access to customer services, during the online shopping process

Perceived usefulness: customers felt the benefits they received when shopping online, such as saving time,

saving costs, easy transaction anywhere, anytime when buying online shopping

 Researches in Vietnam

Research by Lee and Ngoc, 2010 examined an integrated model that expands the theory of planning behaviorwith an element of trust by inquiring the online shopping behavior intentions of Vietnamese university students.Through research results, as trust increases, the more intentions lead to online shopping behavior With thethree variables of attitudes, subjective norms, and perceptions that control individual behavior of the Theory ofPlanned Behavior (TPB) model, trust was an important factor in the relationship between attitudes andbehavioral intent Online Shopping

When researching the role of trust in Vietnamese customers' online shopping intentions, Ho Thi PhuongLan (2014) based on the TAM theoretical model (Davis, 1986) studied the factors of trust Trust in technology,trust, and trust in society, were the factors that influence online shopping intentions Accordingly, the onlinesupplier of goods/services with high reliability, the proportion of customers making buying decisions was higher.Confidence was measured by beliefs about competence, belief in transparency To develop a model of customerconfidence when shopping online, the author has conducted 3 studies The first study explored andincorporates the factors of customer confidence when shopping online The quantitative research results showthat there are 3 factors: trust in technology, trust, and social trust is the basis to predict and interpret onlineshopping intentions of Vietnamese customers Male The second study using Amos 20.0 software analyzed datacollected from 597 Vietnamese customers The results showed that 69.6% of customers intend to shop onlinewhen they have confidence in technology and trust The third study examined the relationship between thewebsite form and shopping experience, the results showed that these two factors create a trust for onlineshoppers when it influences buying intent.

 Conclusions drawn from the above studies

On the basis of research in Vietnam and abroad, it can be seen that online shopping behavior has beeninterested and implemented for a long time due to the perception of the important role and position of the e-commercial market Besides, the relationship between the intention to the customer behavior in the purchasedecision and the factors affecting the intention - buying behavior is also focused on exploiting by manyresearchers From the results of the studies, some similarities can be generalized: The research studies havespent many different factors affecting the intentions-buying behavior of customers These factors are dividedinto many different groups and have different levels of influence on the intentions - online buying behavior ofcustomers In general, the studies of buying intent and buying behavior of customers with different approacheshave formed a huge system of reasoning that underpins a lot of research This is a very valuable reference to theauthor However, the rules outlined in the studies are quite general, when applied in practice, they cannot fullyexplain the problems around the impact on customer behavior Therefore, it is still necessary to have morespecific theoretical frameworks about customers' online buying behavior

The overview is the recapitulate, analysis, and evaluation of studies such as scientific journals, dissertations,books, scientific research topics concerned to online shopping behaviors that have been studied and publishedabroad as well as domestically shows that the author's research direction is to study the online shoppingbehavior of Vietnamese customers, analyze the factors that influence people's online shopping decisions.Vietnamese customers have since introduced changes in online shopping behavior of Vietnamese customers inrecent years Therefore, this study was necessary to evaluate the impact of internal factors belonging to

customer psychology and individual on online shopping choice of Vietnamese customers, and the interactionbetween individuals factors during online shopping The continute part would presents theoretical basis andresearch model related to online shopping behavior of customers.

2.1.4 Online shopping intentions

In a market economy, most of the products customers used to please demands must be past the shopping.Procurement was a process, in that customers have to make many deciding, perform many different roles, andwere influenced by a lot of factors The procurement process consists of 5 steps: identification of demand,retrieval of product information, evaluation of alternatives, purchasing decision, and post-purchase evaluation(Blackwell et al., 2001)

Needs awareness was the beginning of the buying process Needs awareness occurs when a person senses thedifference between their present state and their desired state Once a need has been identified, customersbegin to look for information concern to products that can satisfy their demands The retrieval of informationcan be within the customer and from outside the environment

After a period of time when the customer is looking for information about a product that can meet a demand,the customer will process the information and evaluate interchangeable options to find the one that best suitstheir needs At the end of the assessment phase, the customer has a list of options in order of purchase intent.Products that were ranked first in a customer's buying intent have the highest occasion of being selected to buy.Because people in common and customers in specific often do what is in intentions Sometimes customers pickout to buy products not according to their intentions because of a number of external factors Customersproceed to use the product after purchasing The pleased or displeased after buying and using the product willaffect the following buying customers' behavior

2.1.5 The factors effect on the online shopping behavior of Vietnamese customers

 Customer behavior in online shopping

Customer behavior in traditional shopping and issue that influences behavior had been studied from a variety ofperspectives and fields such as marketing, psychology, and economic opinion So, research on customersbehavior was quite multiform and rich But, the growth of the Internet and e-commerce had impacted the way

of transactions as well as the decision-making process of customers More and more customers are shoppingonline instead of traditional stores (Wen et al., 2011) In the online environment, customers use computers orhandheld devices with an Internet connection to receive information from the Internet, so informationtechnology had a great influence on the motivation and behavior of shopping consumption in the onlinebackground ( Pavlou , 2003)

 Perceived Usefulness – PU

Perceived Usefulness was “The degree to which a person believes that using application-specific systems willincrease their efficiency/productivity for a particular job” (Davis, 1986) According to Hasslinger et al (2007), therealization of customers buying online saves them time, effort, and can shop at any time had created acompetitive advantage over traditional shopping because searching for product information, ordering onlineand home delivery service saves customers time Shopping online would be perceived to be useful andproductive on the job if the characteristics of the online shopping system match the requirements and provide asignificant value to the customers Perceived Usefulness had a positive effect on customer online shoppingintentions and behavior

 Perceived Ease of Use – PEU

Perceived ease of use is "The level to which one has faith in use a particular system without effort" (Davis,1986) Previous studies have shown that ease of use increases the perception of the usefulness and influence ofcustomers' shopping intentions Perceived ease of use had a positive effect on trust as it motivates the customer

to use an online shopping service for the first time and makes the customer more willing to maintain arelationship between buyer and seller

 Price

Price is what customers had to pay to get the desired product or service Price expectations were customer'sassessments of what they will be paying for the costs of goods Customers would perceive prices in two ways:monetary cost to spend and opportunity cost due to giving up using that money to buy other products andservices Customers often rely on price to determine product quality because they cannot see the real productwhen buying online In the model "Factors affecting online consumers", (Hasslinger et al.,2007) mentioned thatcustomers believed that buying online will save money and are comparable on price And when the price of theproduct increases, the customer's intention to buy the product decreases.

 Trust

There were many definitions of trustworthiness Generally, trust is a collection of beliefs about the truthfulnessand competence of a party In online shopping, the customer does not have much information about the seller.Therefore, trust is one of the main factors affecting online shopping intentions Trust is important because ithelps customers overcome thoughts of uncertainty and the associated risks when they share personalinformation or when making a genuine online purchase The intent to buy online depends on perceived risk, thelevel of customer satisfaction, and the perceived risk can be reduced if confidence increases

 Perceived Risks – PR

In the TPR model and E-CAM model, Perceived Risks include risk perception related to products or services andtaking risks related to problems of online transactions The risks customers may encounter when shoppingonline include: losing accounts, revealing personal information, goods that are not similar to images on thewebsite Product-related risk is the most significant factor in online shopping and it is also the main reason forcustomers to abandon the intention of buying online (Forsythe and Shi, 2003) All of the above problems havereduced customer confidence in online shopping

2.2 Previous studies:

TOPIC 1: ANALYSIS OF FACTORS AFFECTING ON ONLINE SHOPPING BEHAVIOR OF CONSUMERS

AUTHOR: Javadi, Dolatabadi, Nourbakhsh, M., Poursaeedi, Asadollahi

TOPIC 2: STUDY THE FACTORS INFLUENCING CONSUMER ONLINE SHOPPING

AUTHOR: Thang

YEAR PUBLISHED: 2015

THE METHODOLOGY METHODS:

Method 1: Conduct 10 in-depth interviews with customers with experience in online shopping Aninterview through 2 forms is face-to-face and video

Interview results show that consumers 'online shopping intentions are also greatly influenced by consumers'trust and risk perception towards an online retail website

Method 2: questionnaires, the number of 137 samples

RESULT OF THE STUDY: Research results show that consumers' online shopping intentions are affected byconsumer confidence, risk recornition, attitudes and perceptions that drive consumer behavior Meanwhile, theintention to buy online is not directly affected by the thinking of the reference group, it is influenced by theattitudes of consumers

TOPIC 3: RESEARCH ON ONLINE SHOPPING BEHAVIOR CONSUMERS

AUTHOR: Tiwari

YEAR PUBLISHED: 2013

THE METHODOLOGY METHODS: Surveyed by questionnaires via an online form, the number of 150 samples RESULT OF THE STUDY: This study shows that online shopping is thriving With the use of the Internet,consumers can buy anywhere, anything and anytime with easy and secure payment options Consumers cancompare shopping between goods as well as online boutique

TOPIC 4: RESEARCH ON ONLINE PURCHASING BEHAVIOR CONSUMERS AND ITS INFLUENCING FACTORS

TOPIC 5: FACTORS AFFECTING ONLINE SHOPPING INTENTIONS OF VIETNAMESE CONSUMERS

AUTHOR: Thang and Do

YEAR PUBLISHED: 2016

THE METHODOLOGY METHODS: Questionnaire 423 samples

RESULT OF THE STUDY: The results show that attitudes and perceptions that control consumer behavior have apositive influence on buying intentions online Meanwhile, perceived risk has a negative effect on consumers'

intention to buy online Identify factors influencing Vietnamese consumers' online buying intentions based onbehavioral planning theory.

TOPIC 6: FACTORS INFLUENCING INTENTION TO USE MOBILE APPLICATIONS TO SHOP ONLINE IN HO CHI MINHCITY

AUTHOR: Hanh, Hung, Trinh, Vy, Y

YEAR PUBLISHED: 2020

THE METHODOLOGY METHODS: A questionnaire with 315 samples

RESULT OF THE STUDY: The result shows the factors influencing Vietnamese consumers' intention to use mobileshopping applications Finding out the factors that affect the intention to use online shopping applications,obtain 5 factors that have a direct impact on the intention to use a mobile shopping application: Flexibility,Habit, Trust, The motivation for enjoyment, and the perceived risk

TOPIC 7: FACTORS INFLUENCING ONLINE SHOPPING BEHAVIOR

AUTHOR: Lim, Osman, Salahuddin, Romle, Abdullah

THE METHODOLOGY METHODS: This study could be classified as a descriptive survey study The study used theavailable random sampling methods.

RESULT OF THE STUDY: showed that all the variables affecting trust, buying and buying attitudes are positivelyrepeating Furthermore, to understood which variables can better predict trust attitudes, buying behavior andrepeatability

2.3 Conceptual Framework and Hypothesis:

After close examination and analyzing theoretical aspects as well as customer behavior research models, theauthor will suggest a research model for this dissertation based on relevant theories to find out the factorsaffecting the online shopping behavior of customers and changes in online shopping behavior of Vietnamesecustomers in recent years

Figure 8: Proposed research model

H1: Perceived Usefulness (PU) has a positive (+) effect on customer online shopping intentions and behaviorH2: Perceived Ease of Use (PEU) has a positive (+) effect on customer online shopping intentions and behaviorH3: Price has a negative (-) effect on customer online shopping intentions and behavior

H4: Trust has a positive (+) effect on customer online shopping intentions and behavior

H5: Perceived Risk (PR) has a negative (-) effect on customer online shopping intentions and behavior

CHAPTER 3: METHODOLOGY

This chapter would analyse and evaluate the approaches used by researchers to collect data/information toanswer research questions This chapter as well discusses the advantages and disadvantages of each of themethods used in this study

3.1 Research design (or Research process)

The research design is a framework for planning research and answering the author's research questions.(Grand Canyon University, 2012) Thanks to the research design, the researcher can be able to clearlyunderstand how to conduct research according to specific methods; and minimizing data/information collectionbias There are three different research designs such as quantitative design, qualitative design, and mixedresearch design (University of California, 2019)

The research process is described as follows:

Step 1: Identify the research problem to know the problem that attracts the researcher: Stemming from the factthat online shopping has many advantages compared to traditional shopping, the number of Internet users foronline shopping in Vietnam accounts for the proportion of very low compared to the regional and worldaverage Therefore, the management question is raised, what is the reason why Internet users in Vietnam rarelyparticipate in online shopping? From this management question, the author found that the buying behavior ofconsumers is greatly influenced by their intentions so the research question arises: what factors influence onlineshopping intent customer service? How does the degree of influence and trend influence of these factors on thebuying intention of the customer?

Step 2: The researcher will select an interesting problem and will give a research objective and researchquestion

Step 3: After the researcher identifies the research objective and the research question, the researcher willsearch for the relevant theories that may support his/her concerns

Step 4: Simultaneously with step 3, based on research questions, the author has performed research withsecondary information from studies related to online shopping intentions of customers for the purpose of

synthesizing and identifying theoretical basis related to the problem The thesis research, on that basis,determines the theoretical model of the thesis, and at the same time finds out the remaining research "gaps" inprevious studies After determining the theoretical model of the study, the author proceeds to select the scalefor the variables in the model.

Step 5: Start designing the questionnaire, the questionnaire will be broadcast online in the city Thequestionnaire will include "personal questions" and "decision making questions"

Step 6: Before officially distributing the questionnaire, the author will test with about 10 people to test therespondent's level of understanding of the questions and how they will react For questions that aremisunderstood or omitted, the author will rewrite the question to ensure that as many responses as possiblecan be obtained

Step 7: Officially distribute the questionnaires online and collect data Information collected from officialquantitative research is processed by the author using SPSS 16 to evaluate the values, reliability of the scale andtest the research model as well as research hypotheses from which to draw the overall conclusions of the study

On the basis of these conclusions, the author proposes some solutions

3.2 The final version of Questionnaires

3.3 Research method

Research methods are specific procedures for collecting and analyzing data Research method development is

an integral part of the author's research design For this study, the author will use mixed research to completethe research and better understand the research problem

3.3.1 The quantitative research

Quantitative research was considered as a way how to collecting and analysing data/ information from differentsources/ locations To have a result of quantitative research, the researcher must use a set of combinationbetween computational, statistical and mathematical tools Normally, quantitative research was used to test thecause and effect relationship of several independent or interdependent factors related to a particular problem

Quantitative research could be done by using the questionnaire (to get a large sample size) or/ and survey withinterview or focus groups (to get an insight of a problem) (University of Newcastle Library guides, 2019).

3.3.2 The qualitative research

Qualitative research tended to explore the deep dive issue/ problem via some methodologies such asquestionnaire, interview face-to-face, focus groups, etc (SIS International Market Research, 2018) Qualitativeresearch could able to gain an understanding of the reason of problem and came up with idea or/ andhypotheses for checking by quantitative research later Qualitative research was useful to reveal the hiddenthought and opinion of some target people In this study, the author would focus on searching and collectingmany different analyses, arguments and evaluations of various famous writers, journalists and authors in order

to gain a deep knowledge about related to shopping behaviour theories included Perceived Usefulness,Perceived Ease of Use, Price, Trust and Perceived Risk

3.3.3 The mixed method

The author will use a mixed study design for this study Mixed research is considered to be the best approachfor a study that can perform both qualitative and quantitative research The strength of this approach is that itovercomes the limitation of using only qualitative or quantitative indications Authors will have stronger resultsfor conclusions and recommendations

3.4 Data Collection Method

The data collection was done through an online questionnaire survey The survey subjects are customers whohave had online shopping experience and those who intend to shop online in Ho Chi Minh City The survey wasconducted by designing an online questionnaire on the Internet and sending a link for respondents to answeronline and the information recorded in the database Research location: Ho Chi Minh City Time: From January

14, 2021 - February 11, 2021 Data collection time was limited to about 4 weeks, the number of surveyquestionnaires distributed was 260 questionnaires The number of questionnaires was higher than expected asthere are a lot of people taking the survey because the questionnaire was shared across multiple social mediaplatforms

3.5 Statistical tool

Measuring's process customer data (including habits, needs, reviews, etc.) needs to consider data reliability anddata validity Accordingly, the data (numbers) must relate to the factors and characteristics of interest to thecollectors These numbers had to represent the underlying significance of the data (Gaito, 1980)