(Tiểu luận) research proposal a study on factors affecting online shoppingbehaviours among students in neu

NATIONAL ECONOMIC UNIVERSITYRESEARCH PROPOSAL A study on Factors Affecting Online Shopping Behaviours among Students in NEU Instructor Assoc.. According to estimates from the Ministry

NATIONAL ECONOMIC UNIVERSITY

RESEARCH PROPOSAL

A study on Factors Affecting Online Shopping Behaviours among Students in NEU

Instructor Assoc Prof, Dr Phạm Thị Thanh Thùy Group Members Vũ Ngọc Linh

Trương Thị Ngọc Hà Nguyễn Linh Chi Nguyễn Phạm Thu Nguyên Lâm Bảo Anh

Hoàng Minh Quân

Class Advanced Finance 64A

Hanoi - March 2023

INTRODUCTION 2

1 Nature of the population 4

A customer residing in any nation can enter into a business agreement with a trader operating in any other country of the world in the virtual world of the internet According to this definition, a cross-border purchase occurs when a customer purchases items from an online merchant based anywhere in the globe other than their own nation It is especially important to think about whether to purchase the chosen goods from a web store run by a foreign trader due to the variations in language, legal systems, and occasionally even business traditions Because of the boundless and limitless market that the Internet offers, consumers who choose to make purchases online can do so quickly while saving time and energy while doing so from home or their place of employment, and online can also facilitate consumers' purchases with reduced mobility Customers can make an order at any time because they do not need

to visit the retailer's location and are not constrained by the retailer's business hours The consumer's choice of goods is much wider because they can also be purchased even though they are not often found nearby Also, delivery can be ordered not only to the consumer's residence but also to their place of employment Online offers are simple to compare, allowing customers to purchase goods with the best terms (price, quality, additional discounts) according to their needs Notwithstanding the benefits, it

is important to be aware that online purchases can also come with hazards because the contract is concluded without a human meeting and because a customer who is sitting

in front of two computers or screens is less likely to think things through before making a purchase This shows up as a double information gap on the goods to be purchased and the trader's identity, respectively Additionally, it is thought to have drawbacks such as occasionally poor customer service, the inability to view or touch a thing before buying, and the required wait period for goods shipping In addition to providing insight into student online purchasing behavior, this study attempts to consolidate the key issues that have emerged from the new online purchase areas

I Statement of problem

Due to convenience, quick transactions, time savings, appealing sales promotional offers, etc., online shopping of goods—both expensive and inexpensive—is now much more common Customers' expectations of how firms handle customer service, personalize messages, and offer options have changed as a result of the expansion of e-commerce, which has also altered how people shop

Notwithstanding these motivating elements, there are a variety of transactional and non-transactional problems such as internet consumers feeling uncomfortable disclosing their credit card details, personal information, etc that serve as deterrents The future of online shopping, however, continues to be positive and hopeful Consequently, the purpose of this study is to investigate how online shoppers feel about their prior purchasing experiences

II Scope of study

The study is confined to “Online purchase behavior” among NEU students

III Significance of study

This transformation in shopping is being driven by online shopping Customers no longer need to leave their homes to shop It has fundamentally altered how people purchase by putting the purchasing experience at their fingertips via computers and mobile devices The ability of consumers to shop whenever and from anywhere has had the most impact on internet purchasing They no longer have to wait until store hours to make a purchase

IV Objective of study

Following are the main objectives of this research:

- To examine the impact of e-commerce on consumer behaviors

- To investigate the effects of consumer reviews on seller’s attitude

- To identify the consumer’s preference when buying online

V Research design

Research design is the framework of methodologies and procedures selected by researchers to combine diverse research components in a reasonable, logical way in order to effectively address the research challenge

1 Nature of study

The nature of this study is descriptive and analytical

The study is an empirical one mainly based on primary data and also secondary data used for the study

3 Source of data

Primary data have been collected by means of discussion and interaction with the respondents The questionnaire was distributed to them for collecting data and secondary data was collected from books, journals, periodicals and websites related to the areas of the study

VI Sample design

Sample design is a framework, or road map, that serves as the basis for the selection

of a survey as a sample and affects many other important aspects of a survey as well The main objective of sampling design is to know the characteristics of the population

1 Nature of the population

A questionnaire has been distributed to the students of National Economic University

2 Sample unit

Sample unit from students of National Economic University

3 Methods of sampling

A simple random sampling technique is adopted in this study Data has been collected using questionnaires, by distribution among students in National Economic University and a sample of students was selected from the finance department

4 Size of sample

The size of the sample chosen for the study is 50-100 NEU students

5 Limitation

The area of study covers only the students of National Economic University Personal bias of the respondent could influence the authenticity of the data

LITERATURE REVIEW

I Introduction

The Internet is altering the way people purchase goods and services and has quickly become a global phenomenon Rowley Jennifer, (1998) investigated how the internet

is becoming a hotspot of advertising, shopping, and economic activity Following this, people’s daily life has slowly switched from the actual physical world to a virtual one According to Li Na and Zhang Ping (2002), online shopping has surpassed e-mail, instant messaging, and web browsing as the third most popular Internet activity E-commerce market research conducted by Metric.vn in the first half of 2022 showed that Vietnamese e-commerce has grown to become the second largest market in South East Asia, after Indonesia According to Statista, the worldwide e-commerce growth rate was 16.24% in 2021 and is expected to reach 24.5% in 2025 With a scale of 16 billion USD, this statistic in Vietnam was more than 20% in 2021 It is expected that e-commerce in Vietnam will expand at a rate of up to 29% by 2025, reaching 39 billion USD

According to estimates from the Ministry of Industry and Trade, the number of online shopping consumers for the first time will probably reach 60 million, accounting for 74.8% of Internet users In addition, the number of online consumers is growing even faster than the number of Internet users, suggesting that more Internet users are becoming familiar with shopping online People normally went online to book hotel rooms and purchase tickets for public transports and books, but now they start to buy more offline products such as clothes, food, and cosmetic products

II Empirical literature

The study of Online Shopping Behavior has been one of the major research agendas in both Marketing Sciences and Information Systems with the rapidly growing e-business Out of the many researches in the aforesaid related area, some of the pertinent literature related to this study is discussed here

Mohanapriya.S and Anusuya.D, (2014) demonstrated that a wide range of goods

and services were sold via websites Goods and services, consumer durables, books, audio, and video cassettes and services like and air tickets could also be purchased online With the wonderful expansion of the internet, online shopping was also on the rise, showing fabulous potential for future growth, as well

Upasana Kanchan, Naveen Kumar and Abhishek Gupta (2015) in their article

explained that “A Study of Online Purchase Behaviour of Customers in India" Published in ICTACT Journal on Management Studies stated that online shopping

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was gaining popularity among people of the young generation Those with higher incomes and higher levels of education were using e-commerce websites more frequently Consumers were reluctant to conduct internet buying because of security worries

Huseynov and Yıldırım (2014) said that in their article Online shopping has unique

characteristics, and also emphasized that the lack of physical interaction tends to be the critical impediment in online retail sales followed by the privacy of individual information and security of financial transactions over the Internet Demangeot and Broderick (2010) also exposed in their research that security and privacy concerns have a stronger effect on behavior in this scenario than perceived ease of use does According to Zuroni & Goh (2012), even if a consumer spends hours online, there is

no relationship developed between them and the online store when there is perceived online risk

In the study done in India by P UshaVaidehi (2014), it was revealed that male

students are more interested in purchasing goods online when compared to female students This study demonstrates that factors including time savings from online shopping, product availability at lower prices, discounts offered by e-retailers, and convenience of payment are the driving forces behind students' increased online buying Nonetheless, both male and female respondents preferred to shop online and had a greater interest in buying books, electronics, and fashion from online retailers

Khare and Rakesh (2011), in their study conducted in India on “Antecedents of

Online Shopping Behavior in India: An Examination,” found that Indian students’ intention to purchase online is influenced by utilitarian value, attitude toward online shopping, availability of information, and hedonic values

Pratminingsih et al (2013), in the study carried out in Indonesia implied that,

Satisfaction, trust and commitment were found to have significant impact on student loyalty toward online shopping As per the study conducted in US by Lester et al (2005), locating “hard to find merchandise,” can shop online any time of the day, competitive prices, ability to compare prices, secure site, broad assortment of merchandise, and privacy were among the most important reasons for purchasing merchandise on the Internet Of least importance were avoiding salespeople, tax-free items and fun The students most often identified lack of security in transmitting credit card information, cannot try on merchandise, hassle to return merchandise, cannot see the merchandise, high cost of shipping, and slow delivery time of merchandise as the most important disadvantages of online purchasing

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universities showed that participants’ shopping orientations were significantly related

to their searches for information about and purchases of apparel items online Seven shopping orientation constructs were identified: shopping enjoyment, brand/fashion consciousness, price consciousness, shopping confidence, convenience/time consciousness, in-home shopping tendency and brand/store loyalty

According to the study in the US by Sorce et al (2005), younger consumers

searched for more products online than did older consumers, but they did not buy more online Younger consumers were more likely to agree that online shopping was more convenient than older consumers Also, if they searched for products online, older consumers were more likely to buy the product online than younger consumers

In the study conducted in the US by Xu and Paulins (2005), results showed that

there was a strong relationship between students’ attitude and intentions towards shopping online for apparel products The demographic variables internet usage, employment status, and car access had significant influence on students’ attitude toward online shopping for apparel products Students who browsed the internet on a more frequent basis had a more favorable attitude toward shopping online for apparel products than those who browsed the internet less frequently Also, students' past online shopping experiences were shown to have significant influence on their attitudes toward online shopping for apparel products

Mummalaneni and Meng (2009), in an exploratory study of young Chinese

customers’ online shopping behaviors and service quality perceptions carried out in China, found that young online consumers can be segmented on the basis of their self-rated internet skills and their perception of the challenges involved in online shopping Among the dimensions of E-S- QUAL, statistically significant differences were found

on efficiency, system availability and fulfillment, but not on privacy

Comegys and Brennan (2003), in their study conducted in the US and Ireland

showed almost all college students were found to use the Internet They are an integral part of “Net Generation.” Over three-quarters of them own their own computers A vast majority subscribe to an online service provider All have access to both computers and networks at their respective institutions of higher learning Evidence was gathered to support the fact that college students spend, on average, between 7 to

12 hours per week online While online, they use their computer capabilities for a myriad of activities including doing research, conducting job searches, playing games, getting weather reports, communicating e-mail, accessing banking services, downloading music and computer software, obtaining maps and directions, chatting,

and shopping As electronic shopping college students progress through the five stages

in the Buyer Decision Process, it was found that their online access played a significant role

Chen and Barnes (2007), in their study of college students conducted in Taiwan on

“Initial trust and online buyer behavior” in Taiwan, found that perceived usefulness, perceived security, perceived privacy, perceived good reputation, and willingness to customize are the important antecedents to online initial trust It is also discovered that different levels of trust propensity moderate perceptions toward the web site and online with respect to online initial trust, including perceived usefulness, perceived security, perceived privacy, perceived good reputation, and willingness to customize Both online initial trust and familiarity with online purchasing have a positive impact

on purchase intention

Foucault and Scheufele (2002), in their findings of the study carried out in the US,

indicated that previous online purchase, positive social environment, professor support, knowledge of online retailers, and perception that needs will be met online are all predictors of online textbook purchasing

Seock and Norton (2007), in the results of their study conducted in the US, revealed

three variables, the product information, customer service and navigation factors, were closely related to each other and create a well-defined dimension in representing the students perceptions of their favorite clothing websites These dimensions were fairly well predicted by the following set of independent variables: the product information, navigation, and customer service factors of general clothing website attributes

Lighter et al (2002), in a cross-cultural study on Shopping behavior and preferences

in e-commerce of Turkish and American university students, revealed online shopping

in a country considered less technologically advanced than the USA is still in its infancy Based on this survey, the following guidelines are proposed for the design of e-commerce for use by Turkish university students: Embed the perception of security

in e-commerce sites; Provide bidding possibilities for product purchase; Develop technology to provide the perception of physical feelings for products

Cowart and Goldsmith (2007), in a study from a sample of 357 US college students,

showed that quality consciousness, brand consciousness, fashion consciousness, hedonistic shopping, impulsiveness and brand loyalty were positively correlated with online apparel shopping Price sensitivity was negatively correlated with online spending