Factors Affecting The Decision To Buy Clothes Online Of People In Bien Hoa City.pdf

THE STATE BANK OF MINISTRY OF EDUCATION VIET NAM AND TRAINING BANKING UNIVERSITY OF HO CHI MINH CITY HONG THIEN PHUC FACTORS AFFECTING THE DECISION TO BUY CLOTHES ONLINE OF PEOPLE IN BIEN HOA CITY GRA[.]

THE STATE BANK OF MINISTRY OF EDUCATION

BANKING UNIVERSITY OF HO CHI MINH CITY

-

HONG THIEN PHUC

FACTORS AFFECTING THE DECISION TO BUY

CLOTHES ONLINE OF PEOPLE IN BIEN HOA CITY

THE STATE BANK OF MINISTRY OF EDUCATION

BANKING UNIVERSITY OF HO CHI MINH CITY

-

FACTORS AFFECTING THE DECISION TO BUY

CLOTHES ONLINE OF PEOPLE IN BIEN HOA CITY

GRADUATION REPORT

Major: BUSINESS ADMINISTRATION

Code: 7 34 01 01

SUPERVISOR Dang Truong Thanh Nhan, PhD

Ho Chi Minh City, 202

Student’s name: Hong Thien Phuc Class: HQ7 – GE13

Student’s number: 050607190391

This thesis is the author‘s own research work The results of the research are honest as there are no previously published contents or content made by others except for the full citations in the thesis

Bien Hoa City, June 2023

Signature

Hong Thien Phuc

In order to complete this graduation thesis, in addition to my own efforts, I have received the attention and dedicated help of many people Therefore, I would like to express my sincere gratitude to the teachers who are working and teaching at The Banking University of Ho Chi Minh City has taught me a lot of useful knowledge and experiences during my time studying at the school, especially the teachers of the Faculty of Business Administration

And most of all, I would like to express my gratitude and sincere thanks to

Dr Dang Truong Thanh Nhan, the direct supervisor of the thesis, who wholeheartedly guided and guided me to find a research direction and approach Thanks to the help of the supervisor, I was able to finish my graduation thesis

Moreover, I would also like to thank to my friends, relatives – who have helped and supported me in the process of researching and collecting data for this topic At the same time, I also sincerely thanks the authors who have studied relative topics before so that I have a complete and useful source of materials for the implementation of the thesis

Due to the limitation of time, manpower and lack of knowledge, this graduation thesis can not avoid shortcomings and mistakes I look forward to receiving suggestions from teachers as well as contributions from readers

With the changing of technology, shopping in general and shopping for clothes in particular has changed As e-commerce is growing fast, traditional shopping already has the participation and involvement of technology Moreover, the outbreak of the COVID-19 epidemic has contributed to the promotion of online shopping After months of lockdown in Vietnam, the demands for fashion and meetings have gone up since then Therefore, this thesis with the topic ―Factors affecting the decision to shop for clothes online of people in Bien Hoa City‖ is conducted in order to identify the decision to buy apparels online within the city Thus, the thesis proposes managerial implications so that e-commerce platforms, businessess and following studies can use this thesis as a reference

Qualititative research is used as the main research method From the previous theories and related researches, the author has mainly based on the Theory

of Reasoned Action – TRA and the Theory of Planned Behavior – TPB as well as models of other researches to build a proposed model consisting of 7 hypotheses including Product Design/ Style, Product Quality, Price, Convenience, Social Influence, Brand Image and Perceived Risk After conducting qualitative research

by giving the questionnaire to the supervisor and other 14 people who are close to the author, an official scale and questionnaire with the totals of 28 observed variables have been built Quantitative research is conducted based on the analysis

of collected data through questionnaires with 200 research samples on SPSS 20.0 software Research results show that all 7 hypotheses have impacts on consumers‘ online shopping decision for clothes in Bien Hoa City

Based on the analysis results, the author has proposed several managerial implications for each factors in descending order: Product Quality, Product Design/ Style, Convenience, Perceived Risk, Price, Brand Image and Social Influence

TABLE OF CONTENTS

Promise i

Acknowledgement ii

Abstract iii

LIST OF MODELS viii

CHAPTER 1: INTRODUCTION TO THE RESEARCH TOPIC 1

1.1 Introduction 1

1.2 The necessity of the topic 2

1.3 Research‘s objectives 3

Overall objective 3

1.3.1 Detail objectives 3

1.3.2 1.4 Research questions 3

1.5 Subject and scope of research 4

Research subject 4

1.5.1 Research scope 4

1.5.2 1.6 Research method 4

Research methods 4

1.6.1 Research process 4

1.6.2 1.7 Contribution of the topic 5

Theoretical contribution 5

1.7.1 Practical contribution 6

1.7.2 1.8 Research layout 6

CHAPTER 2: LITERATURE REVIEW 8

2.1 Theories of consumers‘ online shopping behaviors and

decisions 8

Consumer behavior 8

2.1.1 Buying decision 8

2.1.2 Online shopping behavior 9

2.1.3 Online shopping decision 10

2.1.4 2.2 Theoretical models 10

Theory of Reasoned Action (TRA) 10

2.2.1 Theory of Planned Behavior (TPB) 12

2.2.2 Technology Acceptance Model (TAM) 13

2.2.3 C-TAM-TPB Model 14

2.2.1 The Unified Theory of Acceptance and Use of 2.2.2 Technology (UTAUT) 16

2.3 Related studies 17

Domestic Research 17

2.3.1 Foreign research 21

2.3.2 2.4 Research hypothesis and model 26

Research hypothesis 26

2.4.1 Proposed research model 31

2.4.2 CHAPTER 3: RESEARCH METHOD 33

3.1 Research process 33

3.2 Research method 34

Building a scale for the factors in the model 34

3.2.1 Data collection method 36 3.2.2

Preliminary interview 37

3.2.3 Data processing and analysis method 37

3.2.4 CHAPTER 4: RESEARCH RESULTS AND DISCUSSION 43

4.1 Survey sample characteristics 43

4.2 Research results 44

Evaluate the reliability of the scale and factor 4.2.1 analysis 44

Pearson‘s correlation coefficient test 50

4.2.2 Regression analysis 51

4.2.3 Discuss the result of regression analysis 53

4.2.4 T-Test Method 55

4.2.5 Discussion 57

4.2.6 CHAPTER 5: CONCLUSION AND MANAGEMENT IMPLICATIONS 59

5.1 Conclusion 59

5.2 Managerial Implications 60

Product Design/ Style 60

5.2.1 Product Quality 60

5.2.2 Price 61

5.2.3 Convenience 61

5.2.4 Social Influence 62

5.2.5 Brand Image 62

5.2.6 Perceived Risk 62

5.2.7 5.3 Limitations of the thesis and future research directions 63

Limitations of the thesis 63 5.3.1

Future research directions 635.3.2.

REFERENCES 64

APPENDIX 1 72

APPENDIX 2 76

LIST OF MODELS

Model 2.1: The basic Theory of Reasoned Action 11

Model 2.2: The theory of Planned Behavor 12

Model 2.3 Technology Acceptance Model 13

Model 2.4: Model of C-TAM-TPB 15

Model 2.5 The Unified theory of Acceptance and Use of Technology 16

Model 2.6: Model of studying online shopping intenion 18

Model 2.7: Model of studying the risks of consumers buying fashion online 19

Model 2.8: Model of factors affecting online shopping decisions of consumers in Ho Chi Minh City 20

Model 2.9: Model of studying online purchasing decision 21

Model 2.10: Model of determinant faactors of e-commerce purchase decision in Jakarta and Tagerang 22

Model 2.11: Model of the affecting factors on online clothing purchase 23

Table 2.1: Summary of previous studies 25

Model 2.12: Research model of factors affecting the decision to buy clothes online of Bien Hoa citizens 31

Process 3.1: Research process 33

Table 3.1: Table of factors and observed variables 34

Table 3.2: Table of requaired sample size corresponding to the factor loading value 40

Table 4.1: Survey sample characteristics 43

Table 4.2: Cronbach‘s Alpha reliability test 45

Table 4.3: Factor analysis with independent variables 47

Table 4.4: Factor analysis with dependent variables 49

Table 4.5: Results of Pearson's test of the relationship between the dependent

variable and the independent variable 51

Table 4.6: Regression model summary 51

Table 4.7: ANOVA TEST 52

Table 4.8: Regression Coefficients 53

Table 4.6: Multi-variable regression result 54

Table 4.7: Differences in online shopping decisions by gender 55

Table 4.8: Differences in online shopping decisions by age 56

Table 4.9: Differences in online shopping decisions by income 57

INTRODUCTION TO THE RESEARCH TOPIC CHAPTER 1:

to the world A traditional way is to shop at retail shops or boutiques to get their clothing With the development of technology and the Internet, all kinds of products are available for purchase online which became a new way of shopping for people across the world (Purwaningtyas, A., & Rahadi, R A., 2021)

In the present 4.0 era, human necessities can be easily found and purchased online Digitization has benefitted consumers by providing better quality products and personalized options This illustrates that online shopping has replaced traditional shopping (Warrier et al., 2021) Moreover, over the last century, the world has been frequently affected by pandemics such as the Spanish Flu (1918 – 1919), the Asian Flu (1957 – 1958), the Hong Kong Flu (1968), SARS (2002 – 2003), the Swine Flu (2009 – 2010) and the most recent one is COVID-19 pandemic at the beginning of 2020 Most countries had restricted social life and some even imposed partial or comlpete lockdown upon their citizens in order to control the rapid spread of the virus Most retail stores and services had to stop their operations during the lockdown As a result, online shopping has become the only means for many consumers to satisfy their consumption needs safely (Koch et al., 2020)

With the popular of online shopping and the reduction of the COVID-19 pandemic, the demand for clothes and meetings has also gradually recovered and increased Therefore, author decided to study about ―Factors affecting the decision

to buy clothes online of people in Bien Hoa City‖ in order to identify the factors driving Bien Hoa consumers to buy clothes and to meet their needs

The necessity of the topic

1.2.

Undeniably, the biggest benefit that online shopping brings is cost saving and transaction facilitation Transactions by electronic gadgets are faster than traditional ones For example, sending faxes or e-mails reaches the recipient faster than sending a letter Transactions over the Internet are very cheap, a business can send marketing letters, offers to a large number of customers with just the same cost

as sending to one customer (Minh, L Q T., 2017) Therefore, in order to compete

in extremely competitive marketplaces, many businesses have started using the internet to reduce their marketing expenses and, as a result, lower the price of their goods and services Also, businesses utilize the internet to transmit, communicate, and disseminate information in order to market their products, get clients‘ feedback, and conduct customer surveys Consumers utilize the internet to evaluate costs, product characteristics, and the availability of after-sale services from various retailers in addition to making online purchases With online shopping, the parties can conduct transactions from a very long distance, between the city and the countryside, from one country to another, or in the words, not limited by geographical space This allows businesses and consumers to save travel costs, meeting time while buying and selling Moreover, for consumers, they can sit at home to order and shop for a variety of goods and services with quick payment (Minh, L Q T., 2017) However, there are still a lot of stores or businesses that struggle to connect with customers Besides, the results showed that perceived risk elements have negative effect on purchase intention, with functional risk having the greatest influence, followed by financial risk and psychological risk (Huong, P T L., 2014) According to Phillip Kotler, research on consumer behavior is an important task and has great influence on the marketing decision process of business Thus, correctly assessing and predicting consumer behavior will help e-

commerce business have the right business strategties in and increasingly competitive environment

Although there are many studies aiming to identify and evaluate the factors affecting the decision to buy clothes of consumers, only a few research has been conducted within the range of Bien Hoa City Moreover, the data of the previous researches is still old, they have not updated the economic situation after the breakout of COVID-19 Therefore, this research is considered to be new in context and research object

- Which level do the factors affect on the decision to buy clothes online of Bien Hoa citizens?

- What tactics can e-marketplaces, online entrepreneurs, and enterprises use to improve their clothes sales?

Subject and scope of research

Research method

1.6.

Research methods

1.6.1.

The study uses both qualitative and quantitative research methods

- Qualitative research method: qualitative research aims to collect a certain understanding of the factors affecting the decision to buy clothes online of consumers in Bien Hoa City

- Quantitative method: empirical investigation through a survey of people in Bien Hoa City and using SPSS 20 software to analyze the results to provide solutions and recommendations on the factors affecting the decision to buy clothes online of consumers in Bien Hoa City

Research process

1.6.2.

Process 1: Work schedule

(Source: Collected by author)

Contribution of the topic

1.7.

Theoretical contribution

1.7.1.

The research is conducted based on the classic theories of consumer

behavior and the previous related studies While there have not been many studies

about the factors that effect the decision to shop online of Bien Hoa citizens,

espicially in buying clothes online The research is hoped to have contribution to

the following studies as the author has collected and refered from many theories

and previous studies as well as this study is new in terms of context and research

object The study uses new data, which was updated after the post-COVID 19

economic downturn This study also helps readers to know and understand the

theories of online shopping in general and online clothing shopping in particular

The research model of factors affecting the decision to buy clothes online of Bien

Hoa consumers have many variables Therefore, this study can be used as a basis

for further studies

Identify research goals

Learn about previous researches on the chosen

research topic Design work schedule

Calculate the amount of data that will be gathered

Learn about earlier researches Design research model Collect data Processing, analyzing and interpreting data

Conclusion and suggested solutions

Practical contribution

1.7.2.

Currently, online shopping in general and online shopping for fashion items

in particular is becoming more and more popular, especially after the breakout of COVID-19 pandemic As a result, more and more individuals and organizations have developed online business This study is expected to help businesses and idividuals understand the buying psychology and the fashion buying trend of people

in Bien Hoa City The study indentified 7 factors influencing the decision to buy clothes online of Bien Hoa citizens Accodring to the results, the impacts of these factors are nearly the same as the previous studies The author also proposed some managerial implications according to the results Therefore, many manufacturers/ retailers can study more about the way Bien Hoa citizens think when they buy fashion apparels online and improve their selling process as well as marketing strategies to attract more customers in Bien Hoa City

CHAPTER 2: LITERATURE REVIEW

2.1 Theories of consumers‘ online shopping behaviors and buying decisions

2.2 Theoretical models

2.3 Related studies

2.4 Research hypothesis and model

CHAPTER 3: RESEARCH METHOD

LITERATURE REVIEW CHAPTER 2:

Theories of consumers’ online shopping behaviors and decisions

―Consumer behavior is the study of how individuals, groups and organizations select, purchase, use, and dispose of goods, services, ideas and experiences to satisfy needs and their wishes‖ (Kotler et al., 2006)

Consumer behavior is defined as the decision-making process and actual actions of individuals when evaluating, purchasing, using or disposing of goods and services (Loudon, D L., & Bitta, A J D., 1979)

Similarly, "consumer behavior is the totality of actions that consumers show

in the process of product exchange, including: investigation, purchase, use, evaluate and dispose of products and services to satisfy their needs‖ (Schiffman, L G., & Kanuk, L., L., 2010)

In summary, the term consumer behavior can be defined as behaviors of individuals (consumers) that are directly related to the process including: search, evaluation, selection, use and disposal of goods and services In other words, consumer behavior is the decision-making process and actions of people involved

in the purchase and use of a product

Buying decision

2.1.2.

Buying decision is a process of making a purchase decision which includes determining what to buy or not to buy and the decision is obtained from previous activities Shopping decision is a problem-solving process which consists of

analyzing or recognizing needs and wants, seeking information, selecting sources and selecting alternatives purchases by considering the type of product, product form, brand, quantity, seller and time of payment (Ridwan, M., 2022)

Customers will frequently survey their surroundings and acquire relavant information to help them assess their options and come to a reasonable ―buying decision‖ that satisfies their needs and goals Making a purchasing decision is

sometimes a complicated process for consumers, who must rely on the

informations they have about products, services, brands and personal experiences

Online shopping behavior

2.1.3.

Online shopping can be defined as the process of purchasing goods and services over the Internet (Mastercard Worldwide Insights, 2008) Alternatively, online shopping can be considered as an exchange of time, effort and money for receiving products or services (Chiu et al., 2009)

Online shopping is a transaction made by a consumer through a based interface by which the consumer's computer is connected and can interact with the retailer's digital stores through over a computer network (Haubl and Trifts, 2000)

computer-Motivations of consumers to engage in online shopping include both utilitarian and hedonic dimensions Whereas some Internet shoppers can be described as ―problem solvers‖, others can be termed seeking for ―fun, fantasy, arousal, sensory stimulation, and enjoyment‖ (Hirschman and Holbrook, 1982) The problem solvers merely shop online in order to acquire a specific product or service, in which case shopping is considered to be ―an errand‖ or ―work‖ (Babin et al., 1994) Their main concern is to purchase products in an efficient and timely manner to achieve their goals with a minimum of irritation In contrast, the second category sees online shopping as ―enjoyment‖ and seeks for the potential entertainment resulting from the fun and play arising from the Internet shopping experience (Holbrook, 1994) Moreover, Monsuwe et al (2004) noted that there are more benefits from online

shopping than traditional shopping The Internet makes it simple to gather information; doing so does not take up a lot of the user's time or effort

Online shopping decision

2.1.4.

Online shopping decision is the final choice from two or more alternatives offered; is the behavior and the outcome of evaluating options for information

sources related to goods and services to be purchased (Kotler, P., 2006)

The decision to shop online is the result of a comparision between the

perceived risks and perceived benefits Therefore, perceived risks and perceived benefits play a role in online purchase decisions Particularly, if perceived benefits have positive impact on buyers, perceived risks is a barrier to customers‘ online shopping decisions (Yan & Dai, 2009)

Theoretical models

2.2.

Theory of Reasoned Action (TRA)

2.2.1.

The Theory of Reasoned Action (TRA) was developed by Fishbein and Ajzen

in 1975 The theory assumes that an idividual‘s attitude toward a behavior and the effect of subjective norms around the performance of the behavior are what determine an individual‘s intention leading to a behaivor In another way, behavioral intention is influenced by attitude and subjective norms

According to The Theory of Reasoned Action (TRA), behavioral bias is a component of attitudes toward behavior and partially subjective norms The theory is concerned with consumer behavior as well as identifying their behavioral tendency

Instead of focusing on the consumer attitudes towards products or services, this model predicts and explains the intention to perform behavior by attitudes

Model 2.1: The basic Theory of Reasoned Action

Source: Fishbein & Ajzen, 1975, Belief, Attitude, Intention, and Behaviour: An introduction to theory and research Reading, MA: Addison-Wesley

In general, The Theory of Reasoned Action (TRA) showed how the relationship between attitudes, subjectives norms and behavioral intention affect the behavior of people Although the application of the TRA theory is quite wide in many different fields, it still has limitations that need to be adjusted and revised continuously In particular, according to Ajzen, the implementation of the intended behavior is uncertain

The biggest limitation of this theory comes from the assumption that behavior is under the control of the will In fact, engaging in a behavior is not always the result of an earlier intention Moreover, attitude and behavior are not always connected by intentions, especially when engaging in a behavior does not involve a lot of mental work Therefore, only pre-intentioned behavior is applied by this theory This hypothesis can not account for unconscious behavior, habitual activities, etc

Belief strength

Attitude Outcome

evaluation

Normative

belief Motivation

to comply

Subjective norm

Behavioral intention Behavior

Theory of Planned Behavior (TPB)

2.2.2.

The Theory of Planned Behavior is a theory that expresses the relationship between beliefs and someone‘s behavior, in which beliefs are divided into three types: behavioral beliefs, normative beliefs and beliefs believe in self-control

This theory, initiated by Icek Ajzen in 1991, aims to improve the predictability of the The Theory of Reasoned Action (TRA) by adding to the cognitive factor model of behavioral control, which offers many advantages in predicting and explaining an idividual‘s behavior in a given situation It is considered one of the most widely cited and applied theory of behavioral theories (Cooke & Sheeran, 2004) The theory was created to overcome the limitation of the previous theory that human behavior was entirely controlled by reasons

The theory is applied in many fields such as advertising, public relations, adviertising campaigns, health, sports, etc

Model 2.2: The theory of Planned Behavor

Source: Ajzen, 1991, "The theory of planned behavior", Organizational Behavior

and Human Decision Processes, 179–211

In the same research content and context, the TPB model is thought to be superior to the TRA model for predicting and explaining consumer behavior By adding a cognitive component that controls behavior, the TPB model overcomes the drawbacks of TRA model Several studies have revealed that TPB is more accurate than the theory of reasoned action at predicting health-related behavioral intentions

Attitudes

Subjective Norms Perceived Behavioral Control

TPB has enhanced intention predictability across a range of health-related domains, including leisure, exercise, food, etc

The TPB model has some limitations in predicting behavior (Werner, 2004) The first drawback is that attitudes, subjective norms and perceived behavioral control are not the only factors that influence intention (Ajzen, 1991) There could

be additional reasons affecting the behavior Only 40% of behavioral variability can

be explained by TPB, according to empirical research (Ajzen 1991; Werner 2004)

Technology Acceptance Model (TAM)

2.2.3.

The Technology Acceptance Model (Davis, 1989; Davis, Bagozzi, & Warshaw, 1989) evolved from the Theories of Reasoned Action and Planned Behavior This original inception of the Technology Acceptance Model stated that the goal of this theory was to ―provide an explanation of the determinants of computer acceptance that is general, capable of explaining user behavior across a broad range of end-user computing technologies and user populations, while at the same time being both parsimonious and theoretically justified‖ (Davis et al 1989, p 985) The use of the Technology Acceptance Model has since been expanded to include various other technologies beyond computers, including use of telemedicine services (Kamal, Shafiq, & Kakira, 2020), digital technologies for teachers (Schere, Siddiq, & Tondeur, 2019), phone apps (Min, So, & Jeong, 2019), and e-learning platforms for students (Sukendro et al., 2020)

Model 2.3 Technology Acceptance Model

Source: Davis et al., 1989

TAM‘s main goal was to shed light on the processes underpinning the acceptance of technology in order to forecast behavior and offer a theoretical justification for the successful application of technology The practical goal of TAM was to educate practitioners about possible precautions they may take before putting systems into place

C-TAM-TPB Model

2.2.1.

Taylor & Todd proposed the C-TAM-TPB combination model in 1995 With the addition of ―Subjective Norm‖ and ―Perceived Behavioral Control‖ to the TAM model, Taylor & Todd have created this model As a result, The C-TAM-TPB model has 3 main factors affecting the intention to use which are: 1) attitude, 2) subjective norm and 3) perceived behavioral control The two factors ―perceived usefulness‖ and ―perceived ease of use‖ have an impact on the variable ―attitude‖, and ―perceived usefulness‖ also influences intention to use According to research, The Theory of Planned Behavior (TPB) and the addition of components to TAM will produce a model which is suitable for describing how information technology products are used

Model 2.4: Model of C-TAM-TPB

Source: Taylor & Todd, 1995

Model 2.5 The Unified theory of Acceptance and Use of

Technology

Source: Venkatesh et al., 2003

The first three are direct components of usage intention and behavior, the last one is a direct component of user behavior Besides, the impact of the four main variables on usage intention and behavior is said to be influenced by factors such as gender, age, experience and voluntariness of use The eight models in the past which had been used to explain information system usage behavior were reviewed and combined to create the theory (Theory of reasoned action, Technology acceptance model, Motivation model, Theory of planned behavior, A combined

theory of planned behavior and technology acceptance model, Model of personal computer use, Diffusion of innovations theory, and Social cognitive theory) UTAUT was further validated by Venkatesh et al (2003) in a longitudinal research, which revealed that it accounted for around 50% of variance in actual usage and 70% of the variance in behavioral intention to use

Related studies

2.3.

Domestic Research

2.3.1.

 ―Study the factors affecting the online shopping decision of customers

in Hue City” of Duong Thi Hai Phuong (2012)

Duong Thi Hai Phuong used the TAM model to study the factors affecting the online shopping intention of 150 customers in Hue City in 2012 This study applied the TAM model with the removal of the Attitude factor, keeping the two main factors: Perceived Usefulness and Perceived Ease of Use In addition, based

on previous research results on the application of TAM model in e-commerce in countries around the world, the author also added three variables to the research model: Perceived Risk, Customer‘s Experience and Product and Company‘s Attributes

The study demonstrated that Online Shopping Intention was affected by Perceived Risk, Perceived Usefulness, Customer‘s Experience, Product and

Company‘s Attributes and Perceived Ease of Use These factors also had impact on each other – in positive or negative ways

Model 2.6: Model of studying online shopping intenion

Source: Duong Thi Hai Phuong (2012)

 ―Studying the Risks of consumers when decided to buy fashion online”

of Pham Thi Lan Huong & Ngo Thi Hong (2014)

This research aimed to investigate the impact of the perceived risk factors on the decision to purchase fashionable goods online of 370 members of the College of Commerce Overall, the results indicated that risk factors had detrimental effect on purchasing intention A Likert-scaled questionnaire was used in the study as a quantitative research technique Internet users between the ages of 18 and 35 made

up the subject of the research Face-to-face interviews and email interviews with a number of respondents were the main data collection There were 370 copies of the questionnaire given, of which 70 were electronic and 300 paper The authors gathered 300 copies of the valid questionnaires and they used SPSS 16.0 and Amos 18.0 software to process and analyze the data from the respondents The study was based on The Theory of Perceived Risk (TPR) of Bauer (1960) and other researches, there were 6 risks given in this study which were: Performance Risk, Financial Risk, Psychological Risk, Social Risk, Time Risk, Security Risk As the

Product and

Company's

Perceived Risk

Customer's

experience

Perceived Ease of Use

Perceived Usefulness

Online Shopping

result, the study demonstrated that there were 3 risks affecting the decision to buy fashion online which were: Performance Risk, Financial Risk and Psychological Risk In 2014, the majority of Vietnamese consumers were still concerned and lack trust when making purchases online since there were many issues with online shopping in Vietnam, including issues with payment and shipping as well as the

reputation and image of online retailers

Model 2.7: Model of studying the risks of consumers buying

fashion online

Source: Pham Thi Lan Huong and Ngo Thi Hong (2014)

 ―Factors affecting the online shopping decisions of consumers in Ho

Chi Minh City” of Le Quy Tuong Minh (2017)

Research from both the qualititative and quantitative perspectives was used

in this study The goal of qualitative study was to gain in-depth knowledge of the

Performance Risk Financial Risk Psychological

Risk Social Risk

Time Risk

Security Risk

Decision to buy fashion online

variables influencing consumers‘ online purchasing decisions in Ho Chi Minh City The author used direct interviewing method in quantitative method to collect data from 200 Internet users from Ho Chi Minh City SPSS 20 statistical software was used to examine the data that was collected in oreder to verify the theoretical model

of factors influencing customers‘ online buying decisions in Ho Chi Minh City, as well as to check the factors and the scale‘s value and dependability The author proposed 6 components having impact on online shopping decision of consumers in

Ho Chi Minh City including: Convinience, Perceived Enjoyment, Perceived Usefulness, Social Influence, Perceived Risk, Trust

Model 2.8: Model of factors affecting online shopping decisions

of consumers in Ho Chi Minh City

Source: Le Quy Tuong Minh (2017)

According to the study, the factor having the biggest impact on online

shopping decision was Perceived Enjoyment and the opposite was Social Influence

Foreign research

2.3.2.

 “Web Services and Shopping Decisions: A Study on Malaysian

e-Consumer” of Raman, A., & Viswanathan, A (2011)

The main goals of the study, according to Arasu and Viswanathan, were to establish the level of consumer acceptability of online shopping as well as the components that impact customers' decisions to make purchases To assess the study including online shoppers and customers, a quantitative study using informal and descriptive research methods was created The population centered in Klang Valley, Malaysia was selected for sampling with the e-consumer as the focus The sample population had some familiarity with and experience with the Internet and online shopping in general The ability of survey to study the research problem in realistic situations was the primary reason why researchers use surveys Additionally, it was discovered that this approach made it relatively simple to gather

a sizable amount of information from the respondents regarding the research problem Based on studies in the past, the researchers proposed four factors affecting the online purchasing decision of people in Klang Valley The four components given in the study was: Generation Gap, Awareness, Income and E-Security

Model 2.9: Model of studying online purchasing decision

Source: Arasu Raman and Viswanathan Annamalai (2011)

Online Purchasing Decision

Generation

 “The Determinant Factors of E-Commerce Purchase Decision in

Jakarta and Tangerang” of Gunawan, A V et al (2019)

The research aimed to identify the factors that influenced the purchase decision in e-commerce Brand image, pricing, and trust were the factors that were used which were taken from earlier studies Accidental sampling was used in the quantitative design of the study 117 of the 200 surveys that were distributed to respondents who had made online transactions in Jakarta and Tangerang were returned The researchers used SPSS to examine the data The outcome demonstrated that brand image had positive impacts on consumers‘ decision to buy

On the other hand, price and trust have no bearing on it The secodary consideration when choosing a product is price

Model 2.10: Model of determinant faactors of e-commerce

purchase decision in Jakarta and Tagerang

Source: Gunawan et al (2019)

 “The affecting factors on online clothing purchase: a conceptual

model” of Annisa Purwaningtyas and Raden Aswin Rahadi (2021)

The purpose of this study was to discuss the variables influencing people‘s online apparel purchases In Indonesia – the place where the study was done, there are numerous online apparel outlets that take the shape of e-commerce platforms, online shops and even social media has evolved into a marketplace for items A

Brand Image

Price

Trust

Purchase Decision

synthesis of 36 papers from previous literature reviews was created for this study The analysis and discussion result showed the factor affecting people‘s online clothing purchase decision are price, promotion, product design/ style, product quality, brand image, information availability, seller trustworthiness, product variety, ease of use and service quality When clients buy clothing through online channels, these components have an impact on their decision The research shortcoming was that it only looks at garment purchases made online The results and conclusion of this study would be helpful to Jakarta, Indonesia‘s e-commerce platforms and owners of apparel brands Future exploration of this study and advancement can be accomplished through the use of a quantitative research methodology According to the authors, the result from this study can be used by brands owners, online stores and other e-commerce platforms to adjust their pricing and marketing strategies E-commercce platforms should monitor overall performance and put an emphasis on other components like information availability, seller trustworthiness, ease of use and service quality

Model 2.11: Model of the affecting factors on online clothing

Clothing Purchase Decision

Price

Product

Product Quality

Promotion

Brand Image Product

Variety Information

Seller

Ease of

Use

Service Quality

purchase

Source: Annisa Purwaningtyas and Raden Aswin Rahadi (2021)

Table 2.1: Summary of previous studies

Duong Thi Hai Phuong

(2012)

Quantitative - Perceived Risk

- Perceived Usefulness

- Customer‘s Experience

Ngo Thi Hong (2014)

Quantitative - Performance Risk

Purwaningtyas & Rahadi

(2021)

Analysis of literature review

Research hypothesis and model

2.4.

Research hypothesis

2.4.1.

Product Design/Style 2.4.1.1.

Customers gave high priority for avaibility of latest designs, availibility of options, shopping for middle class, convenience of pick and choice and family shopping under one roof (Prasad, 2014) Product design is one of the key parts that produce product image (Tsafarakis, Grigoroudis & Matsatsinis, 2011) Clothing design covers more about the making process, types of fitting, cuts, length, and other clothing attributes, while the style pays more attention towards the color and pattern of the clothing (Purwaningtyas, A., & Rahadi, R A., 2021) If product design is getting better, it will have role in helping consumer to get the highest

benefit and function expected from the manufacturer Product design is a factor that can boost the consumer to decide to purchase (Widyastutir, S & Said, M., 2017)

According to the researches of Davidaviciene, V et al (2021), Thangavel,

S and Arumugaswamy, P (2017) and Rahman et al (2018), the style/ design of the product has effect on the decision to buy clothes online of consumer Therefore, the following hypethesis is proposed:

H1: Product Design/ Style has effect on the decision to buy clothes online of Bien Hoa citizens

Product Quality 2.4.1.2.

Product quality is anything that can be offered to the market to get attention,

be bought, used or consumed that can satisfy your wants or needs (Kotler & Armstrong, 2001) Another research found that products with better quality than similar products of other brands would increasae consumer purchase intention for these products (Tudor, A., & Zheng, C., 2014)

Generally, there were studies of perceptions of clothing quality having focused on internal or external informational cues (concrete attributes of the product) External informations such as brand label or store where purchased are related to the product but not a physical part of it Internal informations such as fabric or making techniques are inherent in the product and cannot be changed without changing the product (Olson and Jacoby, 1972) In addition to external factors, there is also internal factors that can influence purchasing decision, namely product quality

According to the researches of Cho, S., (2017), Azevedo et al (2008), Shah,

S I., Shahzad, A., Ahmed, T., & Ahmed, I (2012), Product Quality has effect on shopping clothes online decisions of consumers Therefore, this hypothesis is proposed:

H2: Product Quality has effect on the decision to buy clothes online of Bien Hoa citizens

Price 2.4.1.3.

Price is the amount of money needed to get some combinations of goods and services (Rares & Jorie, 2015) In another way, according to the research of Zeithaml in 1988, price was considered as a perception of consumers to give up or sacrifice something in order to own a product or a service Customers are primarily motivated to buy because of price (Kotler & Keller, 2006) Customers are able to get information about alternative products or services due to the current state of technology and information Consumers are highly logical in considering what they will receive in exchange for the money they spend for a good or service (Al-Mamun & Robel, 2014) In fact, 85% of consumers look for price information when shopping online (Reed, 1999) The better consumer acceptance on price, the faster decision making to purchase Besides, the price can explain how much money that will be spent according to the needs and satisfaction on the product they will buy Price perception is also a factor that can boost the consumer to decide to purchase (Widyastutir, S & Said, M., 2017)

According to the researches of Thangavel, S & P, A (2017), Cho, S., (2017), Rittiboonchai, W., Kriwuttisom, P., & Ngo, T M T (2019), Price has impact on the decision to buy clothes online of consumers Thus, this hypothesis is proposed:

H3: Price has effect on the decision to buy clothes online of Bien Hoa citizens

Convenience 2.4.1.4.

Convenience is considered as the degree to which consumers feel that time and space restrictions will not apply to their online transactions (Childers et al., 2001) Online shopping helps consumers save time and effort and can buy goods at anytime (Hasslinger et al., 2007) Online shoppers carry multiple benefits in terms

of convinience, such as less time consuming, flexibility, very less physical effort, etc (Darian, 1987) Bhatnagar and Ghose (2004) also considered covenience as one

of the most importatnt advantage of online shopping

According to the researches of Indriani, I A D (2016), Chi, T T H (2017), Niệm, N X., & Quang, B V (2018), Convenience has effect on the decision to buy clothes online of consumers Therefore, this hypothesis is proposed:

H4: Convenience has effeect on the decision to buy clothes online of Bien Hoa citizens

Social Influence 2.4.1.5.

Social influence is considered as perceived social pressure to or not to perform a behavior (Ajzen, 1991) Social influence is also known as the level of customer trust that important people recommend them to use the new system (Venkatesh et al., 2003) It has been demonstrated in earlier researches from the use and expansion of rational action theory models that customer purchase behavior is influenced by opinions from friends, family and relatives (Ribbink et al., 2004) The usage of celebrity endorsements, according to several researchers, aids in developing the brands recognizable and creates positive attitude (Petty et al., 1983), enhance the likelihood of purchase (Friedman & Friedman, 1979), foster brand loyalty, and positively impact word of mouth (Bush et al., 2004) Celebrities not only influence fashionn trends but also create them It is easy for faomus people to influence fashion because fashion critics and the general public spend time reviewing their outfits

According to the researches of Venkatesh et al (2003), Minh, L Q T (2017), Nguyen, H N K (2021), Social Influence has impact on the decision to shop for clothes online Therefore, this hypothesis is proposed:

H5: Social Influence has effect on the decision to buy clothes online of Bien Hoa citizens

Brand Image 2.4.1.6.

Brand image is the extensively used term in marketing which is intended to identify the goods or services of one seller or group of sellers to differentiate them from those of competitors or perception of a brand in the minds of persons Customers who have access to product information may gain a better grasp of the