1 Trust and commitment in online shopping in Vietnam, antecedents and consequences Nguyễn Thành Trung Hiếu Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngành: Quản trị kinh doanh; Mã số:
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Trust and commitment in online shopping in Vietnam, antecedents and consequences
Nguyễn Thành Trung Hiếu
Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngành: Quản trị kinh doanh; Mã số: 60 34 05
Người hướng dẫn: Dr Trần Doãn Kim
Năm bảo vệ: 2011
Keywords Quản trị kinh doanh; Thương mại điện tử; Mua sắm
Content
TABLE OF CONTENTS
ACKNOWLEGEMENT i
ABSTRACT ii
TÓM TẮT iv
TABLE OF CONTENTS vi
LIST OF TABLES viii
LIST OF FIGURES ix
CHAPTER 1 INTRODUCTION 1
1.1 BACKGROUND 1
1.2 PURPOSES AND RESEARCH QUESTIONS 2
1.3 METHODOLOGY 2
1.4 DEFINITIONS 3
CHAPTER 2: LITERATURE REVIEW 5
2.1 CUSTOMER RELATIONSHIP MANAGEMENT 5
2.1.1 Trust 7
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2.1.2 Commitment 11
2.1.3 Loyalty 16
2.1.4 Retention 17
2.1.5 The relationship among commitment, trust, loyalty and retention 17
2.2 METHOD OF STATISCAL ANALYSIS 24
2.2.1 Correlation analysis 24
2.2.2 Multiple Regression 24
CHAPTER 3: METHODOLOGY 30
3.1 RESEARCH STRATEGY 30
3.2 DATA COLLECTION METHOD 32
3.2.1 Sample size 32
3.2.2 Questionnaire design 33
3.2.3 Data collection 36
3.3 DATA ANALYSIS 37
3.3.1 Measurement of variables 37
3.3.2 Independent variables 37
3.3.3 Dependent Variables 38
3.3.4 Methods of data analysis 39
CHAPTER 4: FINDINGS AND CONCLUSION 40
4.1 DESCRIPTIVE STATISTICS 40
4.2 CORRELATIONS 41
4.3 HYPOTHESIS TESTING 42
4.3.1 The determinants of Trust 43
4.3.2 The determinants of Commitment 45
4.3.3 The determinants of Customer Loyalty 48
4.3.4 The determinants of Customer Retention 54
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS 62
5.1 DISCUSSION 62
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5.2 IMPLICATIONS 65
5.3 RECOMMEDATIONS 67
5.3.1 Further research 67
5.3.2 For e-commerce in Vietnam 68
REFERENCES 89
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