INTRODUCTION
Research background
In the past, consumers had to visit physical stores to purchase goods, which was time-consuming and inconvenient, particularly for those living far away However, with the advancement of the Internet, online shopping has become increasingly popular, offering a more convenient way to shop Today, consumers can easily buy a wide range of products and services online, providing them with more options and the ability to access desired items from the comfort of their homes.
Song, 2002; Pi, Liao, Liu & Lee, 2011) Additionally, it offers many advantages, such as facility, rapidity, a 24-hour opening and unrestricted geography
Online group buying is gaining popularity in the realm of electronic commerce, leveraging the advantages of the Internet As noted by Rezabakhsh et al (2006), the core concept of online group buying involves pooling the purchasing power of consumers from various locations who share an interest in a specific product, allowing them to access price discounts on group-buying platforms Additionally, participants in online group buying benefit from competitive pricing and delivery services, while also having the opportunity to exchange shopping experiences with fellow buyers.
In June 2010, the website phagia.com officially launched in Vietnam, marking a significant development in the country's electronic commerce sector, as reported by Maskonline This emergence led to the rise of several competing group buying sites, including cungmua.com, muachung.vn, and nhommua.com Vu Hong Quang, a representative from the Southern region, highlighted the competitive landscape that followed.
VC Corp., the owner of muachung.com, has achieved significant growth in just seven months, amassing 100,000 members In comparison, its main competitor, nhommua.com, has a similar number of registered users, while some newer platforms have reached 60,000 members Current statistics indicate that the Vietnamese market features approximately 97 websites providing group buying services (E-Money, 2011).
Deals sites create a mutually beneficial ecosystem for businesses, coupon sites, and consumers Businesses receive essential traffic, coupon sites earn commissions for driving that traffic, and consumers enjoy attractive deals This model is particularly popular among Vietnamese users.
The group buying model utilizes a "tipping point" mechanism, which necessitates a minimum number of participants for a deal to be successful For a transaction to occur, two conditions must be met: the actual number of participants must exceed the minimum requirement, and potential buyers must have prepaid for the deal Typically, these deals offer significant discounts on products or services Once the participant count reaches a specified threshold, customers can enjoy direct discounts or purchase vouchers at appealing prices.
According to action.vn, group buying model is as a balloon inflated round two years ago, but it is now flat and gradually has to transform to survive (May
In 2012, Groupon, the pioneer of the group buying model in the U.S., reported significant sales declines over the past six months Similarly, in Vietnam, the group buying model is undergoing transformations to navigate this challenging period Historically, most initiators in online group buying were primary buyers.
The global economic recession has led many initiators to adopt aggressive vendor roles, supplying products or services directly to consumers While this research does not delve into the reasons behind initiators acting as vendors, it recognizes this role as a crucial component of the group buying mechanism, which will be evaluated for service quality in subsequent analyses.
Research motivation
Kris Ashton (2011) highlighted that many consumers are uncomfortable with online payments, leading to a preference for purchasing vouchers through money transfers or cash on delivery This method often results in issues such as lost or delayed vouchers and high delivery costs Additionally, numerous merchants fail to adhere to contract terms, offer subpar service, or treat voucher holders differently from full-paying customers These service quality challenges are critical for group buying services to address in order to thrive in a challenging market environment.
Previous studies on online group buying have explored both operator and consumer perspectives From the operator's viewpoint, Wei et al (2011) introduced a management model for the online group buying process, while Matsuo (2009) developed an effective pricing mechanism for traders Anand and Aron (2003) utilized analytical economic models to analyze the phenomenon On the consumer side, Liao et al (2012) examined consumer demands and preferences in online group buying, and Tsai et al (2011) identified trust in virtual communities and website quality as key factors influencing online group buying intentions.
Despite the lack of studies focusing on the service quality of group buying, which is crucial for customer satisfaction, this research aims to measure the service quality of group buying services and its impact on customer satisfaction Additionally, it identifies key factors that can enhance customer satisfaction in the context of group buying services.
Research questions
According to the research background and motivations outlined before, this research aims to investigate the following questions from the experiences of buyers in online group buying:
(1) What are online service quality dimension in group buying service and how do they affect customer satisfaction?
(2) What are factors that affect customer satisfaction in Vietnamese group buying service and how do they affect to customer satisfaction?
Research objectives
The main objective of this research is to investigate the usefulness and applicability of theoretical model in measuring online group buying quality and customer satisfaction:
- Analyze the method used to measure service quality of group buying and the influence of the measure to customer satisfaction
This article examines the key factors that affect customer satisfaction in group buying within Vietnam It highlights the importance of understanding consumer preferences and behaviors to enhance the overall shopping experience By analyzing these elements, businesses can improve their strategies and foster greater customer loyalty in the competitive group buying market.
LITERATURE REVIEW
Group buying
In recent years, various forms of electronic commerce have rapidly evolved, with group buying emerging as a significant trend Also known as collective buying or group purchase, this model has been present in marketplaces for several decades and has gained impressive traction in the digital landscape.
Group buying is a purchasing model where consumers unite to obtain products or services at the lowest prices while ensuring high quality This approach enables buyers to form collective purchasing groups, even if they are geographically distant or unfamiliar with one another (Kittipong et al., 2011).
In the past, members of group buying were restricted They could only ask for the person who they are familiar with to join group buying (Liao et al., 2012)
Yuan (2004) also pointed out that the main reason of this issue is the difficulty in finding a group of people with the same demand all the time in traditional markets
One significant advantage of online group buying is the ability for numerous buyers to quickly form groups on the Internet, allowing them to purchase goods or services at discounted prices, even without prior acquaintance (Matsuo, 2009) Additionally, traditional markets often face geographical limitations, which online group buying effectively overcomes (Liang & Lim).
With the rise of the Internet, consumers with shared interests can easily connect and collaborate, facilitating online group buying This modern approach to group purchasing effectively eliminates geographical barriers that traditional group buying methods could not overcome.
Erdogmus and Cicek (2011) identified two types of online group buying systems: dynamic pricing and stable pricing In dynamic pricing, discount prices fluctuate based on seller-defined price-quantity tables If a group of buyers is assembled within a set timeframe, they can purchase the product or service at the same discounted rate.
In the second type of online group buying, known as stable pricing, sellers offer products or services at significant discounts, but these prices remain fixed regardless of the number of buyers (Erdogmus & Cicek, 2011, p 309) The discounted price applies only when the total number of buyers exceeds a predetermined minimum threshold This innovative marketing approach, which merges promotion and pricing, is rapidly gaining popularity, particularly in Vietnam, making it the focus of this research.
In the online group buying chain, there are two key roles: the main buyer, also known as the initiator, and the follower The main buyer is responsible for posting the group's purchasing requirements, assessing demand, and determining the prices for the desired products Meanwhile, the follower, primarily consisting of consumers, joins the group organized by the main buyer to participate in the group purchase.
Lai (2002) highlighted a new aspect of the group buying model, noting that in the current global economic climate, the initiator can function as either a primary buyer or a seller The initiator may purchase goods or services from suppliers and then sell vouchers to consumers, or alternatively, sell goods or services directly to consumers Consequently, in this second type of group buying, the initiators often serve as voucher suppliers, and at times, they are also the product vendors.
This research will analyze the service quality of group buying by examining the entire process, starting from when consumers purchase vouchers or services from initiators and continuing until they have completed using the services or received the products.
Service quality
This section reviews definitions and dimensions of service quality to select an appropriate measurement for the research Parasuraman et al (1988) define service quality as the organization's ability to meet or exceed customer expectations Additionally, Zeithaml et al (1990) highlight the distinction between customer expectations of service and perceived service.
Perceived service quality is determined by the comparison between customer expectations and their actual experiences with the service provided by suppliers When customer expectations exceed the service delivered, it results in a perception of lower quality, leading to customer dissatisfaction.
Lewis and Mitchell, 1990) tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
Numerous studies have sought to identify universal dimensions of service quality, with notable contributions from researchers such as Parasuraman et al (1985, 1988), Paulin and Perrien (1996), Pitt et al (1999), and Sasser et al (1978) Among these, the work of Parasuraman et al (1985) stands out for its significant influence on subsequent research Their study, conducted through focus group sessions, identified ten key dimensions of service quality that are applicable across various services: tangibles, reliability, responsiveness, communication, credibility, security, competence, courtesy, understanding the customer, and access.
Later, these ten dimensions were improved and reduced to five dimensions: tangibles, reliability, responsibility, assurance, and empathy (Parasuraman et al.,
In 1988, Parasuraman et al introduced SERVQUAL, a global measurement tool for service quality based on five key dimensions This scale has since been widely adopted by researchers to assess service quality across diverse industries, including healthcare, food services, and transportation.
Anyway, SERVQUAL measurement is not a perfect scale in all cases
The SERVQUAL measurement, originally designed for traditional service quality based on customer-to-employee interactions, fails to address the unique aspects of online service quality, such as customer-to-website interactions While the five dimensions of SERVQUAL were initially deemed valid in traditional markets, their application to e-service quality has proven problematic due to significant differences, including the lack of sales staff, absence of tangible elements, and the self-service nature of online interactions Consequently, SERVQUAL is inadequate for measuring e-service quality, highlighting the need to adapt and renovate the SERVQUAL scale into a more effective tool for evaluating online service dimensions.
Online service quality
Online service quality, as defined by Parasuraman et al (2002), refers to how effectively a website supports shopping, purchasing, and delivery processes, encompassing all customer interactions Santos (2003) emphasizes that it represents an overall assessment of online service delivery in the virtual marketplace, making it easier for customers to compare services than through traditional methods This study specifically examines the service quality of group buying sites, a unique category of retail websites The comprehensive definition of e-service quality by Parasuraman et al (2002) has been widely adopted by researchers and serves as the foundation for conceptualizing online service quality in this context.
Yang (2001) identified service quality as a crucial determinant of success in online retail, significantly impacting consumers' shopping experiences Kim et al (2006) provided empirical evidence that poor service quality adversely affects online retailers Notably, over 60 percent of online shoppers abandon their transactions if they distrust shopping and handling charges Issues such as incomplete product information, including missing links and non-functional buttons, contribute to customer frustration and abandonment Consequently, many online retailers miss valuable opportunities to foster customer loyalty due to inadequate service quality (Wachter).
Online service quality has emerged as a significant area of research, emphasizing the importance of measuring and monitoring it in the virtual environment Numerous researchers have developed frameworks for assessing online service quality by analyzing its various dimensions For instance, Dabholkar has contributed to this field with his measurement models.
In 1996, research focused on e-service quality dimensions such as website design, reliability, delivery, ease of use, enjoyment, and control Subsequently, Yoo and Donthu (2001) introduced the SITEQUAL scale, which assesses online service quality through four key dimensions: ease of use, aesthetic design, processing speed, and interactive responsiveness In contrast to traditional service quality dimensions, Cox and Dale (2001) identified six new dimensions for online retailing service quality, namely website appearance, communication, accessibility, credibility, understanding, and availability.
Current scales primarily assess website quality in terms of design, usability, and performance, but they completely overlook service attributes Moreover, website quality represents only a minor component of the overall service quality in the group buying model To effectively satisfy customers, group buying must consider additional attributes beyond just website quality For instance, the four dimensions of SITEQUAL proposed by Yoo and Donthu (2001) fail to encompass all facets of the buying process, resulting in an incomplete evaluation of a site (Parasuraman et al., 2005).
From limitations of measuring online service quality in above analyses, in
In 2005, Parasuraman et al conducted a comprehensive study that defined the meaning of service in the context of online interactions, encompassing all aspects of online service, including pre- and post-website interactions Their research introduced the E-S-QUAL measure of online service quality, which evaluates all phases of a customer's engagement with a website E-S-QUAL consists of four key dimensions: efficiency, fulfillment, system availability, and privacy.
Parasuraman et al (2005) introduced the E-RecS-QUAL scale, a subscale of E-S-QUAL, specifically designed to assess e-recovery service quality This scale focuses on three key dimensions: responsiveness, compensation, and contact, which are essential for effective problem resolution in online services.
E-S-QUAL and E-RecS-QUAL have gained popularity as effective tools for assessing customer satisfaction However, Kim et al (2006) argue that the compensation dimension cannot be evaluated without existing issues to address, leading to its exclusion from this study's model Consequently, this research will evaluate service quality in group buying through six distinct dimensions.
- Efficiency: the ease extent that customers can access and use the website in purchasing transactions
- Fulfillment: the extent that the site can keep its promises about order delivery and item availability
- System availability: the availability of the website whenever customers would like to access without functioning problems such as missing links, non- working buttons
- Privacy: the safety extent that the site can protect customer information
- Responsiveness: the effective control ability of the site when facing up to problems and returns from customers
The website offers reliable support, ensuring customers can easily reach out whenever they need assistance.
Service quality and customer satisfaction
Service quality and customer satisfaction are complex concepts in marketing, as noted by Spreng and Mackory (1996) Yang (2001) emphasized that customer satisfaction increases when the performance of a product or service exceeds pre-purchase expectations In 2005, Saha and Zhoa introduced a new definition of satisfaction, further contributing to the understanding of these critical marketing elements.
“a collective outcome of perception, evaluation and psychological reactions to the consumption experience with a product or service”
The appraisal-emotional response-coping attitudinal framework of Bagozzi
In 1988, it was proposed that service quality is an awareness-oriented construct, while satisfaction is rooted in emotions, leading many researchers to suggest that service quality precedes satisfaction In 2003, Woldfinbarger and Gilly identified a positive correlation between overall service quality and satisfaction in fixed web retailing Additionally, Montoya-Weiss et al provided evidence supporting the link between service quality and satisfaction by examining the factors influencing online channel preference for multi-channel service providers.
This study aims to define the impact of service quality dimensions on customer satisfaction Research by Yang et al (2004) highlights that the key service quality dimensions influencing customer satisfaction are responsiveness, ease of use (efficiency), and service reliability (fulfillment) Additionally, Yang and Tsai (2007) found that the E-S-QUAL scale significantly affects customer satisfaction, with efficiency, fulfillment, and responsiveness having the strongest influence, followed by contact and privacy.
According to Kim et al (2006), a website must incorporate various browser functionalities, as the dimension of system availability significantly influences customer evaluation; neglecting this can result in customer frustration and dissatisfaction This highlights the relationship between the E-S-QUAL scale of online service quality and customer satisfaction, leading to the formulation of relevant conceptual hypotheses.
H1a: Efficiency has a positive impact on online customer satisfaction
H1b: Fulfillment has a positive impact on online customer satisfaction
H1c: System availability has a positive impact on online customer satisfaction
H1d: Privacy has a positive impact on online customer satisfaction
H1e: Responsiveness has a positive impact on online customer satisfaction
H1f: Contact has a positive impact on online customer satisfaction
Especially, in this research, customer satisfaction was defined as the overall evaluation in the consumption experience of product or service after the customer used the group buying website.
Price discount and customer satisfaction
Group buying services primarily benefit customers by offering discounted prices These platforms provide access to unique resources that are not available on other online shopping sites (Kittipong et al., 2011) Consumers are drawn to group buying sites when they find more affordable and reasonable prices compared to competitors When buyers perceive that they can obtain valuable products or services at a lower cost, their satisfaction with the price increases, making them more likely to engage with and purchase from group buying sites Therefore, price plays a crucial role in analyzing consumer behavior in this context.
H2: Price discount has a positive impact on online customer satisfaction.
Trust and customer satisfaction
Many prior studies considered that trust was a critical factor for customers to create and keep relationships with vendors (Deng, Lu, Wei & Zhang – 2010)
Kauffman, Lai & Lin (2010) introduce a new concept of trust, defining it through the relationship between a trustor and a trustee When a trustor believes that a trustee is sincere and honest, and will not cause harm or deception, trust is established For instance, a customer who trusts a service or product provider is likely to experience increased satisfaction and loyalty towards that vendor (Kassim & Abdullah, 2008) Conversely, a lack of trust can lead to customer dissatisfaction Additionally, research by Deng et al (2010) and Kim et al (2009) suggests that trust significantly influences long-term satisfaction, leading to the hypothesis that trust is a critical factor in customer relationships.
H3: Trust will positively affect customer satisfaction toward group buying service.
Brand and customer satisfaction
A brand serves as the official representation of a company and its products, embodying a promise that reflects the company's image (Mowen, 2001) It shapes customer perceptions and communicates what the company stands for, providing distinct value that sets it apart in the marketplace.
Hammond (1999) proposed that branding is fundamentally a relationship based on understanding and satisfaction Customers who are familiar with a well-known brand are more likely to feel satisfied when purchasing that product from a group buying site, as opposed to opting for other brands available on different sites.
Therefore, this research proposes one more hypothesis:
H4: Brand of product or service will positively affect customer satisfaction in group buying service.
Research framework
Base on above literature reviews, the relationship between factors affect to customer satisfaction and customer satisfaction is briefly described in the figure 2.1:
Figure 2.1 The research model and hypotheses
System availability Privacy Responsiveness Contact
Group buying service quality tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
The hypotheses of this research include:
H1a: Efficiency positively relates to online customer satisfaction
H1b: Fulfillment positively relates to online customer satisfaction
H1c: System availability positively relates to online customer satisfaction
H1d: Privacy positively relates to online customer satisfaction
H1e: Responsiveness positively relates to online customer satisfaction
H1f: Contact positively relates to online customer satisfaction
H2: Price discount positively relates to online customer satisfaction
H3: Trust will positively affect customer satisfaction toward group buying service
The brand of a product or service significantly influences customer satisfaction in group buying services.
RESEARCH METHODOLOGY
Research process
The researcher has opted for a quantitative approach to fulfill the study's objectives, as this method focuses on developing testable hypotheses and theories According to Kenova and Jonnasion (2006), quantitative research typically assesses "how often" or "how much." By employing this approach, the researcher aims to evaluate service quality and customer satisfaction levels in group buying within Vietnam.
To collect the quantitative data, the survey method has been used and eventually the data has been analyzed by using statistical techniques
The research process for this study is illustrated in Figure 3.1.
Firstly, research problem was defined, and then research objective and research questions were identified to be the target of solving defined research
Research problem Research objective Research scope
Pilot study with face-to-face interview (n = 10)
This study concludes with significant implications for the Vietnamese group buying model, following a comprehensive literature review of theories related to customer satisfaction The research identified relevant factors and formulated hypotheses tailored to this context A preliminary questionnaire was then developed, drawing on questions from previous studies The next phase involves a detailed research design, which includes two sub-steps.
A pilot study was conducted involving face-to-face interviews with approximately 10 customers to evaluate the content, quantity, and structure of questions in a preliminary survey This initial testing aimed to refine the survey and assess its effectiveness prior to the launch of the main survey.
The main survey utilized various methods for data collection, including online surveys distributed via email and social networks, as well as hard copies sent directly to customers of group buying services The data collection process was completed two weeks later.
The collected data underwent a cleaning process to assess the reliability of the scale and the validity of the questionnaire using Cronbach’s alpha coefficient and Exploratory Factor Analysis (EFA) To evaluate the hypotheses, a multiple regression method was employed, with the implications and findings clearly stated and reported.
Research sampling method
The respondents for this study were selected using purposive sampling, which relies on judgment to identify subjects best suited to provide relevant information, as noted by Sekaran (2006) This non-probability method allows for the selection of individuals with specific knowledge about the issue at hand The target respondents are group buying customers, as their experiences enable them to evaluate the service from a customer perspective effectively.
According to DeCoster (2004), the minimum sample size for statistical analysis should be at least five times the number of independent variables, with a minimum threshold of 100 participants to ensure reliable results This can be expressed as \( n \geq 100 \) and \( n \geq 5k \), where \( k \) represents the number of independent variables.
This research has 47 variables, as a result, the minimum sample size required to run EFA in this research is: n = 5 x 47 = 235
Otherwise, Tabachnick & Fidell (2001) stated that the minimum sample size in case of multiple regression should be: n = 50+8m (where m is the number of independent variables)
Apply this formula for 9 independent variables of this research, we have the minimum sample size for multiple regression as follow: n = 50 + 8 x 9 = 122
This research requires a minimum of 235 samples for Exploratory Factor Analysis (EFA) and regression, given 47 variables and 9 independent variables To achieve this, 300 surveys were distributed to the target respondents for data collection and analysis.
Measurement scales
The questionnaire comprises 56 survey questions divided into three sections: A, B, and C Sections A and C utilize a nominal scale featuring numerous mutually exclusive and collectively exhaustive categories, as outlined by Sekaran (2006).
The questionnaire is structured into three sections: Section C gathers demographic information, including gender, age, education level, and income Section A consists of four questions focused on buying habits, such as purchase frequency and commonly bought products or services Section B employs an ordinal scale with multiple-choice questions, allowing respondents to express their opinions on service quality, price, brand, and trust through 47 items Participants indicate their level of agreement using a five-point Likert scale, where 1 represents "strongly satisfied" and 5 indicates "strongly dissatisfied." Table 3.1 presents the items included in the questionnaire.
No Description Number of variable Scale
1 Frequency of group buying purchase 1 Nominal
2 The most frequent online purchase item(s) 1 Nominal
3 Budget for each purchase time 1 Nominal
4 Group buying sites has been joined 1 Nominal
Section B: Evaluation of customer satisfaction
5 Customer satisfaction 4 Likert – 5 levels tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
The questionnaire was adapted and developed in English, then was translated into Vietnamese to distribute to respondents.
Data collection procedure
This research employs a quantitative data collection method, utilizing responses gathered through a questionnaire as primary data On October 15, 2012, a total of 300 questionnaires were distributed via email, Facebook, and in hard copy After two weeks, 287 responses were collected from both online and hard copy submissions, with 270 samples deemed usable for analysis.
17 responses were rejected due to uncompleted answers.
Data analysis method
The analysis of the collected data was conducted using SPSS Version 20 (Statistical Package for Social Sciences), which facilitated Cronbach’s alpha reliability analysis, exploratory factor analysis (EFA), and multiple regression analysis to support the research findings.
Descriptive analysis was employed to provide an overview of the sample characteristics, calculating the mean scores of measurement scales to assess group buying customers' satisfaction across various factors Utilizing a 5-point Likert scale, a score of 3 indicated a neutral or acceptable assessment, scores above 3 reflected positive agreement, while scores below 3 signified areas needing improvement or disagreement.
Cronbach’s alpha was employed to assess the reliability of the measurement scales, with a coefficient of 0.7 or higher indicating acceptable reliability (Pallant, 2005) Additionally, items with a Corrected Item-to-total Correlation below 0.3 should be removed to enhance the reliability of the scales.
The main goals of Exploratory Factor Analysis (EFA) are to identify the number of factors influencing the measures and to assess the strength of the relationships between each factor and the observed measures (DeCoster, J., 2004) This study employed Principal Component Analysis (PCA) to extract the factors, utilizing Varimax rotation as the technique for optimization.
The result is considered to be acceptable when following conditions are met (Pallant, 2005):
For effective exploratory factor analysis (EFA), a sample size of at least 150 is necessary, with a minimum of five cases for each of the 47 variables utilized in this study Consequently, the required minimum sample size for EFA is 235 With 270 valid responses collected, the data for this research is deemed suitable for EFA.
Factor analysis is suitable for data when specific conditions are met.
The Kaiser-Meyer-Olkin value (KMO) is 0.6 or greater
The Bartlett’s test of sphericity is statistically significant: p < 0.05
The number of factors is determined when:
The components have an eigenvalue of 1 or more
The total variance explained by these components should be above 50%
Factor loading criteria should be 0.5 or more to ensure a practical significance
In this research, Multiple Linear Regression method was used to test the research model and hypotheses Pallant (2005) explains the conditions to accept the result are:
The sample size is: n > 50 + 8m (where m is the number of independent variables)
Normality and linearity should exist
The R-square value is utilized to indicate the proportion of variance in the dependent variable that is accounted for by the model.
FINDING AND ANALYSIS
Sample description
A total of 300 surveys were distributed to individuals who previously participated in group buying websites for products or services Out of these, 287 responses were received; however, 17 were deemed invalid due to respondents not answering more than 30% of mandatory questions or selecting the same option for all questions Consequently, 270 valid responses were available for analysis, resulting in a validity rate of 90% The characteristics of the sample are presented in Table 4.1.
Description Number of respondents Percentage (%)
100.000 – 500.000 VND 171 63.3% tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
Office staff 37 13.7% tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
The survey revealed that female respondents (162 individuals, 60%) outnumbered male respondents (108 individuals, 40%), with participants representing various job sectors Over half of the respondents were aged 18-25, while nearly half were between 26-35 years old, indicating a limited presence of individuals under 18 and over 35 This data suggests that group buying services primarily target a younger demographic, as interest in these services is predominantly among young people.
The majority of respondents reported monthly incomes below 10 million VND, with 38.1% earning under 5 million VND and 36.7% earning between 5 to 10 million VND Consequently, over 63% of participants typically spent between 100,000 VND and 500,000 VND per purchase, while only 12% spent more than 500,000 VND, and 23.3% spent less than 100,000 VND This indicates a preference among online customers for purchasing affordable and less valuable products.
A significant percentage of respondents reported making multiple purchases on group buying sites within a single month.
Approximately 79.1% of respondents engaged with the group buying service, while around 20% participated only once or less frequently over a six-month period This indicates a potential trend towards fostering long-term purchasing relationships with loyal online customers.
According to Table E.1 in Appendix E, the mean scores for nine variables ranged from 2.42 to 3.56 on a five-point scale Customers rated efficiency the highest with a mean score of 3.56, followed by brand at 3.40, contact at 3.35, system availability at 3.25, price at 3.22, and fulfillment at 3.14.
The study revealed that responsiveness received the lowest mean score of 2.42, followed by trust at 2.85 and privacy at 2.96 These findings suggest that aspects such as brand, contact, system availability, and price require significant enhancement Notably, responsiveness, trust, and privacy are critical areas for improvement in group buying sites, as their mean scores fall below the acceptable level of 3.
Ensuring a secure online shopping experience is a significant challenge for e-commerce websites in Vietnam The lack of adequate privacy measures not only heightens risks but also undermines customer trust, making it difficult for these platforms to attract and retain users.
To enhance customer confidence in online transactions, it is crucial for e-commerce websites to strengthen their security measures Additionally, the post-purchase customer care service is often inadequate, leading to low responsiveness scores among customers Many websites neglect customer support after a sale, whether it involves products, services, or vouchers Therefore, improving responsiveness is essential for fostering better customer relationships.
Evaluation and refinement of measurement scales
tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
This research will use Cronbach Alpha Reliability and Exploratory Factor Analysis (EFA) to assess the reliability of measurement scales and the validity of sample data
This research will use Cronbach’s alpha to examine the reliability of variables in the questionnaire through following coefficients:
Cronbach’s alpha coefficient: the scale is reliable when this coefficient is 0.6 or more
Corrected Item – Total correlation: variables are acceptable when this coefficient is 0.3 or more
The reliability test results in Table 4.2 indicate that all measurement scales have a Cronbach’s alpha coefficient exceeding 0.6, with Corrected Item-Total Correlation values above 0.3 This demonstrates that the scales developed in this research are statistically meaningful and possess the required reliability Consequently, the four factors of customer satisfaction are adequately prepared for subsequent linear regression analysis.
Table 4.2 Cronbach’s alpha reliability test result
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach’s Alpha if Item Deleted
EFFIC5 17.50 12.296 573 795 tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
BRAND4 13.49 8.667 670 781 tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
The research identifies nine factors comprising 43 observed variables that impact customer satisfaction in group buying services An exploratory factor analysis (EFA) with Varimax rotation was conducted on these variables, along with four variables related to customer satisfaction Additionally, the study employed the KMO (Kaiser-Meyer-Olkin) test and Bartlett's test to assess the suitability of the sample.
Table 4.3 KMO and Bartlett’s Test for independent variables
Kaiser-Meyer-Olkin Measure of Sampling Adequacy .911
Sig .000 tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
The KMO values for all factors exceeded 0.7, and Bartlett’s Test showed a significance level below 0.05 (.000), indicating a strong correlation among the observed variables These findings confirm that exploratory factor analysis (EFA) is suitable, as they fulfill the necessary conditions for the EFA method.
Below table described the factor distribution after the first EFA analysis:
EFFIC5 575 403 tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
Extraction Method: Principal Component Analysis
Rotation Method: Varimax with Kaiser Normalization a Rotation converged in 25 iterations
In the Rotated Component Matrix, the factor loadings indicate the strength of the relationship between each variable and the identified factors For the exploratory factor analysis (EFA) to be meaningful and practically significant, we retained only those observed variables with a factor loading of 0.5 or higher Consequently, variables with factor loadings below 0.5 were systematically eliminated The following outlines the results of this removal process.
Table 4.5 Removal process during EFA
The analysis involved the removal of certain variables, and the KMO measure was utilized to assess the adequacy of the sample The significance level was evaluated, and a total of analyzed factors was considered The latest full download of the thesis is available at the provided email address.
The research model, after eliminating variables with values less than 0.5, retains 31 variables that are grouped into 9 factors As presented in Table 4.6, all Eigenvalues exceed 1, indicating that the factors account for a cumulative variance of 70.385%, effectively explaining a significant portion of the variance in the observed variables.
Component Initial Eigenvalues Extraction Sums of Squared
Rotation Sums of Squared Loadings Total % of
6 1.301 4.066 59.784 1.301 4.066 59.784 2.427 7.584 50.415 tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
Extraction Method: Principal Component Analysis
Following the EFA analysis, the number of observed variables within each factor underwent changes, with the new factors represented in the Rotated Component Matrix table (Table 4.7).
RESPON3 851 tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
Extraction Method: Principal Component Analysis
Rotation Method: Varimax with Kaiser Normalization a Rotation converged in 7 iterations
The exploratory factor analysis (EFA) revealed nine underlying factors corresponding to each independent variable in the research model To ensure the reliability of the measurement scales, Cronbach’s alpha will be re-evaluated with the new observed variables The results of Cronbach’s alpha are presented in the table below.
Table 4.8 Cronbach’s alpha summary after EFA
CONTA2 718 tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
The Cronbach's alpha coefficients for the factors, following adjustments made by Exploratory Factor Analysis (EFA), were significantly high, exceeding 70% Additionally, the Corrected Item-Total Correlation values were all greater than 0.3, indicating that the results remain meaningful and reliable.
Table 4.9 KMO and Bartlett's Test for dependent variable
Kaiser-Meyer-Olkin Measure of Sampling Adequacy .746
Table 4.10 Factor loading of satisfaction variable
SATIS4 535 tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
Extraction Method: Principal Component Analysis
The KMO value exceeded 0.7, and Bartlett’s test significance was below 0.05, indicating that EFA analysis is suitable Furthermore, all variables had factor loadings greater than 0.5, confirming the practical significance of the EFA analysis in this context.
This research utilized a comprehensive set of variables, necessitating separate exploratory factor analyses (EFA) for independent and dependent variables To ensure a valid correlation, we tested the relationship between the dependent variable and each independent variable Consequently, the results from the separate EFA were deemed acceptable and meaningful.
Pearson correlation coefficients (r) range from -1 to +1, with a value of 0 indicating no relationship between the two variables To ensure meaningful results, it is important that the Pearson coefficient does not exceed 0.6.
Below are the Pearson correlation coefficients between dependent variable and each independent variable calculated through mean value of each variables:
Table 4.11 Pearson correlation coefficients between SATIS and other independent variables
RESPON CONTA PRIVA BRAND FULFIL EFFIC SYAVA PRICE TRUST
Correlation is significant at the 0.01 level, indicating a strong relationship between the variables studied For the latest full download of the thesis, please contact via email at vbhtj mk gmail.com.
* Correlation is significant at the 0.05 level
The Pearson correlation coefficients between the dependent variable (satisfaction) and each independent variable (responsiveness, contact, privacy, brand, fulfillment, efficiency, system availability, price, trust) were all below 0.4, indicating that while correlations exist, they are sufficiently distinct to avoid merging Therefore, the separate exploratory factor analysis (EFA) results for the dependent and independent variables are deemed acceptable.
Through the results from EFA and Cronbach Alpha Reliability Analysis, the measurement scales of the research model were tested and confirmed as valid and reliable.
Hypotheses testing
3.1 Testing assumptions of Multiple Regressions
The sample size of this research (270 samples) was much larger than the minimum requirement for multiple regression (122 samples)
The commonly used cut-off points as Pallant (2005) mentioned for determining the existence of multicollinearity among independent variables are 0.1 for Tolerance value or 2.0 for Variance inflation factor (VIF) value
The coefficients table (Table 4.12) indicated that the tolerance values for all independent variables exceeded the cut-off threshold of 0.1, and their VIF values were below 2.0 This finding confirms the absence of multicollinearity in the data.
Standardized Coefficients t Sig Correlations Collinearity
The histogram in figure D.1 demonstrates a reasonable normal distribution of all variables, with a mean close to 0 and a standard deviation of approximately 0.983, confirming that the normality assumption is upheld Furthermore, the Normal P-P Plot in figure D.2 shows a nearly straight line from the bottom left to the top right, indicating a linear relationship between the independent and dependent variables.
Homoskedasticity and independence of residuals are crucial concepts in regression analysis, ensuring that the variance of errors remains constant across all levels of the independent variable This property is essential for valid statistical inference and accurate model predictions.
The scatterplot of regression for customer satisfaction, as shown in Figure E.3 (Appendix E), reveals that the values are symmetrically distributed around the center point of zero, indicating the absence of heteroskedasticity This finding supports the suitability of employing multiple linear regression with the sample data.
Since all the assumptions of multiple regression were met, the regression results was analyzed further to test the hypotheses of this research
The multiple regression result of 9 independent variables and 1 dependent variable with Enter method outputted the following table:
Table 4.13 The summary of overall value
Std Error of the Estimate
1 687 a 473 454 73875337 a Predictors: (Constant), TRUST, PRICE, SYAVA, EFFIC, FULFIL, BRAND, PRIVA, CONTA, RESPON b Dependent Variable: SATIS
The R 2 value was equal to 0.454 let us know that the relationship between all independent variables and dependent variable was rather strong This indicated that
9 independent variables could explain 45.4% of the variance of dependent variable at the significance of 000 as mentioned in the Anova table (Table 4.14)
Table 4.14 ANOVA a result tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
Squares df Mean Square F Sig
Total 269.000 269 a Dependent Variable: SATIS b Predictors: (Constant), TRUST, PRICE, SYAVA, EFFIC, FULFIL, BRAND, PRIVA, CONTA, RESPON
At a 95% confidence level, the multiple regression analysis indicated that most independent variables significantly contributed to predicting customer satisfaction, with the exceptions of responsiveness and privacy, which had significance values greater than 0.05 (0.395 for responsiveness and 0.096 for privacy) Consequently, the hypotheses H1d, stating that "Privacy positively relates to online customer satisfaction," and H1e were not supported.
“Responsiveness positively relates to online customer satisfaction” were not supported.
3.3 Summary of hypotheses testing results
The results of the hypothesis testing indicated that two hypotheses, H1d and H1e, were not supported In contrast, the remaining hypotheses (H1a, H1b, H1c, H1f, H2, H3, and H4) received support, demonstrating that increases in these factors positively impacted customer satisfaction with group buying services Notably, the hypotheses with the largest absolute values had a more significant effect on satisfaction Ultimately, contact, price, and brand emerged as the three factors exerting the greatest influence on customer satisfaction.
Table 4.15 presents the results of hypothesis testing for the latest full download of the thesis The findings are associated with the email address vbhtj mk gmail.com, indicating the completion of the master's thesis research.
H1a Efficiency has a positive impact on online customer satisfaction
H1b Fulfillment has a positive impact on online customer satisfaction
H1c System availability has a positive impact on online customer satisfaction
H1d Privacy has a positive impact on online customer satisfaction
H1e Responsiveness has a positive impact on online customer satisfaction
H1f Contact has a positive impact on online customer satisfaction
H2 Price discount has a positive impact on online customer satisfaction
H3 Trust will positively affect customer satisfaction toward group buying service
H4 Brand of product or service will positively affect customer satisfaction in group buying service
Discussions of the findings
The initial research model indicated that privacy and responsiveness positively influence customer satisfaction in group buying services; however, this contradicts the findings from data analysis The following section will present a comparison between the data analysis results and the original theoretical model, offering practical insights into the online group buying market in Vietnam.
The study found that the anticipated positive relationship between the responsiveness of group buying sites and customer satisfaction was not confirmed Literature defines responsiveness as the ability to address customer issues, including returns or exchanges However, in Vietnam, current group buying sites do not allow customers to return or exchange products or services after purchase, even if they do not match the site's initial commitments For sites that sell vouchers for products or services at other locations, the responsibility for responsiveness shifts to the suppliers, who often refuse returns This situation leads to customer dissatisfaction with both the group buying sites and the suppliers.
A surprising finding is the lack of a supported link between privacy and customer satisfaction, particularly regarding the security of personal and payment information on Vietnamese websites Many Vietnamese customers express distrust in the security measures of local sites when engaging online Mr Minh, vice chairman of the southern branch of the Vietnam Information Security Association (VNISA), reported that nearly half of the businesses in Vietnam lack contingency plans for addressing information security issues (Mai Phuong, 2012).
In 2012, over 2,500 Vietnamese websites, including those of businesses, government agencies, and security companies, were attacked, highlighting the low safety levels of these sites This situation has led to customer apprehension when providing personal information online Data analysis reveals that privacy concerns significantly impact customer satisfaction, reflecting the broader risks associated with information security in Vietnam.
CONCLUSIONS AND IMPLICATIONS
Conclusion
Customer satisfaction is essential to the marketing concept, and this study aims to measure it within the context of group buying services Specifically, the research focuses on exploring the relationship between customer satisfaction and key dimensions such as service quality, brand perception, trust, and pricing.
The regression analysis in this study reveals that brand, trust, and price are key factors influencing group buying customer satisfaction Among the six dimensions of service quality based on E-S-QUAL scales, four—efficiency, fulfillment, system availability, and contact—demonstrate a moderate positive impact on customer satisfaction However, the dimensions of privacy and responsiveness do not significantly affect customer satisfaction, likely due to the unique characteristics of the Vietnamese online service market.
In conclusion, a significant positive relationship exists between brand trust, pricing, and the four dimensions of service quality—efficiency, fulfillment, system availability, and contact—contributing to customer satisfaction in the group buying market.
Implications of this research
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According to the results of hypothesis testing, brand emerges as the most significant factor influencing customer satisfaction, with the highest beta coefficient of 0.385 This is closely followed by price at 0.355 and contact at 0.349 These findings suggest that Vietnamese consumers continue to prioritize brand when making purchasing decisions for products and services.
Owning the popular and famous brands of product or service, the site will become the strongest competitor and can make a power of attraction on online customer than other sites
Group buying services are primarily characterized by significant price discounts, which attract customers seeking affordable products and services As discounts increase, customer interest and satisfaction also rise Additionally, effective communication channels play a crucial role in enhancing customer satisfaction In Vietnam, most group buying sites provide comprehensive contact information, allowing customers to address any issues they encounter, further boosting their overall satisfaction.
While brand, trust, price, efficiency, fulfillment, system availability, and contact positively influence customer satisfaction, their effects are minimal, with all beta values below 0.4 Specifically, the low beta values for efficiency (0.142) and system availability (0.124) suggest that the effectiveness of most group buying sites is lacking Customers are seeking enhanced website quality to facilitate easier navigation and interaction with the site.
The Beta values for fulfillment and trust are notably low, around 0.14, indicating that customers lack confidence in online services like group buying This suggests a heightened sensitivity to the commitments made by online suppliers; any breach of these commitments results in a loss of trust Consequently, for group buying sites, establishing and maintaining customer trust through reliable commitments should be prioritized as a fundamental strategy.
Group buying is a relatively new service in the Vietnamese market, leading to consumer hesitance in making purchases on these platforms To enhance customer loyalty and boost sales, group buying websites must focus on building trust among their users.
Research limitations and implications for future research
This study was limited to Ho Chi Minh City and specifically targeted office staff, primarily individuals with a bachelor's degree, who have utilized group buying services As a result, the findings may not reflect the diverse range of customers in the broader population.
During the EFA analysis, several variables were excluded due to low factor loadings (below 0.5), significantly reducing the number of variables associated with each factor Notably, the trust factor was left with only two variables, which may compromise the accuracy of its measurement.
Further researchers may consider the more appropriate variables and do the pilot survey carefully to get the response from respondents more accurately
This study examines the relationship between supply from group buying sites and customer perspectives Future research could benefit from exploring this relationship from the viewpoint of group buying sites to assess the differences in relationship strength between the two approaches Additionally, it would be valuable to determine if the research model remains valid when analyzed from the perspective of group buying sites.
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Online shopping is increasingly popular, and one of the latest trends is group buying This survey aims to explore the advantages and disadvantages of this shopping method, helping you make informed decisions when selecting suppliers and group-buying agents We invite you to share your thoughts and assessments on the topics presented in this questionnaire.
Please answer the following questions by writing out the figures or ticking the answer that is appropriate to you
1 How frequently do you purchase on group buying sites?
+ Once a month + Once a week + 2-5 times a week + 1 time/a half year + 1 time in over a half year or more
2 What is your most frequent online purchase?
+ Technology & electronic + Books tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
3 Which of the following is the most accurate reflection of your average cash spend per online transaction?
+ Less than 100.000 VND + 100.000 – 500.000 VND + 500.000 – 1.000.000 VND + More than 1.000.000 VND
4 Which group buying site(s) have you joined to purchase coupons?
+ hotdeal.vn + nhommua.com + cungmua.com
+ muachung.vn + cucre.vn + phagia.com.vn
Please indicate your level of agreement with the following statements by circling a number from 1 to 5 Consider your experiences over the past three years or since you began using the group buying service.
1 It is easy to find what I need on group buying site 1 2 3 4 5
2 It is easy to get anywhere on group buying site 1 2 3 4 5
3 Group buying site enables me to complete a transaction quickly 1 2 3 4 5
4 Information at group buying site is well-organized 1 2 3 4 5
5 Group buying site loads page fast 1 2 3 4 5
The order process for a group buying site is straightforward and efficient, consisting of simple steps that ensure a seamless experience for users.
7 Group buying site is always available for business 1 2 3 4 5
8 Group buying site launches and runs right away after I log in 1 2 3 4 5
9 Group buying site does not crash during I access 1 2 3 4 5
10 Pages at group buying site do not freeze after I enter my order information 1 2 3 4 5
The product/service I ordered was delivered to me within the time promised by the online group buying site
12 Group buying site arrange delivery time well to be suitable to time frame of customer 1 2 3 4 5
13 Group buying site quickly delivers what I order 1 2 3 4 5
14 Group buying site supports many kinds of delivery for customers to choose the suitable one 1 2 3 4 5
15 The quantity and quality of the product/service I received was exactly the same as which I ordered 1 2 3 4 5
The quantity and quality of the product/service I received was exactly the same as which group buying site introduced
17 Payment method is simple and convenient for customers 1 2 3 4 5
18 Group buying site supports many kinds of payment method for customers to choose the suitable one 1 2 3 4 5
Group buying site protects customer information related to payment such as credit card, visa card, etc
20 The site will not misuse of personal information of customer 1 2 3 4 5
21 I felt secure in providing personal information for group buying purchase 1 2 3 4 5
I perceived the risk linked to online transactions as minimal.
23 Group buying site provides customers with convenient options in case of returning items 1 2 3 4 5
24 It is easy to return product after purchasing if it is not appropriate 1 2 3 4 5
25 It is easy to exchange product after purchasing 1 2 3 4 5
26 Group buying site offers a meaningful guarantee for purchasing product/service 1 2 3 4 5
27 Group buying site has the clear instruction that tells me what to do if my transaction is not processed 1 2 3 4 5
28 Group buying site takes care of problems promptly 1 2 3 4 5
29 This site provides me a telephone number to reach the company 1 2 3 4 5
30 This site has customer service representatives available online 1 2 3 4 5
31 It offers the ability to speak to a live person if there is a problem 1 2 3 4 5
32 It is easy to contact to company when necessary 1 2 3 4 5
My decision to join group buying in a site depend on my knowledge of the brand of product/service being offered and brand affects my satisfaction
2 I choose product by brand name 1 2 3 4 5
3 With the same product, I would join the site that has the brand I prefer rather than the other one 1 2 3 4 5
4 I aware, if someone asked me about group buying, I will ask him or her to join it 1 2 3 4 5
5 I will introduce to my friends or my relatives about group buying service with all my satisfaction 1 2 3 4 5
Group buying services can fulfill their promises effectively.
2 I believe that group buying service is honest and trustworthy 1 2 3 4 5
3 I believe the group buying site does not behave opportunistically (e.g gaining money illegally) 1 2 3 4 5
I consider it worth to purchase service/product using discount price through group buying site than purchase the same one for the full price
2 I am satisfied with the discount price that group buying service offers 1 2 3 4 5
3 I will buy product/service from group buying site if its price is lower than others 1 2 3 4 5
1 In general, I am satisfied with purchase on group buying sites 1 2 3 4 5
2 The current quality of group buying sites meets my expectation 1 2 3 4 5
I feel more satisfied when purchasing product/service on group buying sites rather than on other online sites
4 I think I did right thing when I purchased product/service on group buying sites 1 2 3 4 5
For classification purpose, please provide some information about yourself:
+ Younger than 18 + 19-25 + 26-35 tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg
5 How much is your income level?
+ Less than 5 millions VND/month + 5 – 10 millions VND/month + 10 – 20 millions VND/month + More than 20 millions VND/month
Thank you for your cooperation! Please download the latest thesis document For any inquiries, feel free to contact us at vbhtj mk gmail.com regarding the master's thesis.
Mua sắm trực tuyến đang ngày càng trở nên phổ biến, trong đó Mua Theo Nhóm là một hình thức mới và quen thuộc với nhiều người Bảng khảo sát này nhằm tìm hiểu ưu và nhược điểm của hình thức mua sắm này, giúp bạn dễ dàng lựa chọn nhà cung cấp sản phẩm, dịch vụ và các website giới thiệu dịch vụ Mua theo nhóm Chúng tôi rất mong nhận được ý kiến và suy nghĩ của bạn về các vấn đề trong bảng khảo sát.
I Thông tin chung Đánh dấu vào ô vuông để chọn các câu trả lời sẵn có hoặc điền vào chỗ trống sao cho phù hợp với ý kiến của bạn
1 Bạn thường mua sắm trực tuyến khoảng:
+ 1 lần/tháng + 1 lần/tuần + 2-5 lần/tuần
+ nửa năm 1 lần + hơn nửa năm 1 lần
2 Loại hàng hóa/dịch vụ nào bạn thường mua trực tuyến?
+ Ăn uống + Sức khỏe & làm đẹp
+ Du lịch + Các khóa đào tạo
Hoạt động và giải trí là những yếu tố quan trọng trong cuộc sống hàng ngày Đồ gia dụng cũng đóng vai trò thiết yếu, giúp nâng cao chất lượng cuộc sống Nếu bạn cần tải luận văn tốt nghiệp mới nhất, hãy truy cập vào các nguồn tài liệu uy tín để tìm kiếm thông tin hữu ích.
+ Công nghệ & điện tử + Sách & truyện
3 Bạn chi tiêu bao nhiêu cho mỗi lần mua sắm trực tuyến?
4 Bạn đã mua phiếu giảm giá trên trang Mua Theo Nhóm nào?
+ hotdeal.vn + nhommua.com + cungmua.com
+ muachung.vn + cucre.vn + phagia.com.vn
+ Ý khác (vui lòng ghi rõ): ………
II Sự hài lòng của khách hàng