INTRODUCTION
THE RESEARCH PROBLEM
E-commerce brings certain advantages for businesses compared to traditional commerce; that is, more flexibility, deeper market penetration, lower costs, faster transactions (Srinivasan et al., 2002) However, these advantages have created particular challenges for businesses because the Internet is near a perfect market due to the availability of instant information (Kuttner, 1998) That feature makes finding and comparing products/services relatively more comfortable and less expensive for customers (Rafiq et al., 2013) Secure replacement services and instant availability of information lead to fierce price competition and loss of brand loyalty In such a competitive environment, it is challenging to achieve two critical goals of online businesses: to attract customers and retain customers Customer retention is more important than attracting new customers because the cost of acquiring a new customer is higher than the cost involved in maintaining existing customers (Olson and Boyer, 2005) Customer loyalty is one of the main tools for achieving retention (Reinartz and Kumar, 2003) E-commerce in Vietnam is a new market and does not have enough reliable and unreliable information; consumers often hesitate and feel uncertain when making buying decisions when making decisions Should I buy online? The study of the factors that create electronic loyalty will help online businesses to survive and develop in an emerging market, but much competitive as Vietnam At the same time, understanding customers' perceptions, attitudes, and behaviors towards the values they bring can affect their competitiveness and sustainability Stemming from the urgency in practice, the Ph.D student chose the topic "Studying the perceptions of mental interests, entertainment value, and online trust that influence electronic loyalty: Consider in customers' anxiety level ”as a research topic
Current electronic loyalty research largely draws from traditional shopping loyalty studies, with foundational work by Anderson and Srinivasan (2003) and Srinivasan et al (2002) influencing recent measurements by Lin et al (2018), Vijay et al (2019), and Sadeghi et al (2019) Despite the recognition by Toufaily et al (2013) that electronic loyalty is crucial for e-commerce, there remains a scarcity of studies focusing on online customer loyalty conceptualization To address this gap, it is proposed that a new scale be developed to enhance understanding of the multidimensional psychological aspects of loyalty in online settings, emphasizing the need for continued research in the evolving contexts of e-commerce and social commerce.
As life develops, the viewpoint of improving the emotional and mental life is further focused Besides practical benefits (such as ease of use, convenience), the concepts of "fun, happiness",
Research by Hirschman and Stern (1999) highlights the role of emotions in consumer shopping, laying the groundwork for cognitive psychology in this context Their findings suggest that cognitive and emotional processes significantly shape individual attitudes and beliefs In e-commerce, the entertainment aspect is viewed as an emotional and mental benefit, influencing consumer attitudes and behaviors (Mosunmola et al., 2019).
Anxiety in online transactions refers to the fear and apprehension individuals experience when making purchases over the Internet (Presno, 1998) This anxiety can adversely affect consumer behavior, presenting both challenges and opportunities for businesses in the realm of online commerce (Thatcher et al., 2007) While anxiety is generally perceived as a negative emotional state (Teixeira et al., 2012), most prior research has concentrated on technical risks, such as computer and Internet anxiety (Kang and Lee, 2006; Powell, 2013; Thatcher et al., 2007; Joiner et al., 2013), with limited focus on anxiety related to online shopping services (Nagar, 2016) Consequently, there is a pressing need for further investigation into the mental, psychological, and emotional dimensions of this issue to determine how factors like emotional messaging and perceived benefits can influence the long-term buyer-seller relationship By exploring the connections between perceived emotional benefits, trust, engagement, electronic loyalty, and anxiety, valuable insights can be gained, especially for countries like Vietnam that are transitioning from traditional commerce to e-commerce.
RESEARCH OBJECTIVE
This study aims to explore the relationship between perceived mental benefits, online trust, perceived hedonic value, and electronic loyalty, while also examining how anxiety levels affect relationship marketing in the context of Vietnam's e-commerce The specific objectives include developing and validating scales for perceived mental benefits and online customer loyalty tailored to Vietnamese consumers, analyzing the interplay between these factors and electronic loyalty, and assessing how anxiety influences these relationships Additionally, the research will provide actionable recommendations for online businesses to enhance perceived hedonic value, build online trust, and foster customer loyalty across different anxiety levels.
RESEARCH OBJECT AND RESEARCH SCOPE
This dissertation explores the perceived mental benefits of e-commerce, examining the connections between online trust, perceived hedonic value, and electronic loyalty among Vietnamese customers Additionally, it investigates how anxiety levels impact these relationships, providing insights into consumer behavior on e-commerce platforms.
The study will target customers aged 16 to 45, including pupils, office workers, lecturers, civil servants, housewives, businessmen, and workers, who are interested in online shopping and possess a solid understanding of e-commerce Participants will include individuals in managerial roles, such as directors and managers of online businesses, e-commerce lecturers, and customers with a comprehensive knowledge of e-commerce.
The study focused on leading e-commerce businesses in the global market and Vietnam over the past three years, as reported by the Ministry of Industry and Trade Notable platforms included Lazada, Shopee, Tiki, Adayroi, Amazon, Aliexpress, and eBay Given the relatively nascent stage of e-commerce in Vietnam, consumers tend to be cautious, with key pre-purchase factors being brand reputation, trustworthiness, and the overall reach of these e-commerce platforms.
A study was conducted in Vietnam's e-commerce industry, targeting individual consumers engaged in online shopping across various provinces and cities The sample allocation was determined based on the Vietnam E-Commerce Index (EIB) report, focusing on the four largest cities—Ho Chi Minh City, Hanoi, Hai Phong, and Da Nang—along with Binh Duong, which has the highest index according to the Vietnam E-Commerce Association (2018).
RESEARCH METHODOLOGY
The dissertation employs a mixed-methods approach, integrating both qualitative and quantitative research techniques It utilizes narrative and phenomenological research through in-depth interviews and group discussions with e-commerce stakeholders, including directors, managers, and educators with specialized knowledge in the field.
The study will employ quantitative methods through survey questionnaires, including the development of scales, and will utilize software such as SPSS 23, AMOS 23, and SmartPLS 3.2 Descriptive statistical analyses will be conducted, along with tests for Cronbach's Alpha, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and partial least squares structural equation modeling (PLS-SEM).
THE CONTRIBUTION OF RESEARCH
Numerous researchers in business administration and marketing globally have explored the concept of perceived benefits Typically, this concept is examined in relation to various variables, often focusing on unidimensional aspects and utilitarian benefits.
The concept of electronic loyalty has been extensively studied, primarily by adapting traditional loyalty frameworks, yet the role of online trust as a mediator between perceived mental benefits, perceived hedonic value, and electronic loyalty remains underexplored, particularly in developing countries Most existing research is concentrated in developed nations, leaving a gap in understanding how cultural and economic contexts, such as those in Vietnam, impact consumer behavior Given the inherent risks associated with online transactions, anxiety emerges as a crucial factor influencing buyer-seller relationships This study aims to fill the research gap by examining how perceptions of mental benefits, hedonic value, and online trust affect electronic loyalty, thereby contributing valuable insights to the academic discourse.
This study introduces and validates a conceptual scale for assessing the perceived mental benefits of customers in Vietnam's e-commerce sector, a country that has predominantly relied on traditional retail but is now gradually transitioning to online shopping The concept of perceived benefits, extensively explored in traditional trade as a unidimensional idea, is redefined in this context to reflect the unique experiences of Vietnamese consumers in the evolving digital marketplace.
Loyalty has been extensively researched in both traditional and e-commerce, viewed as either a unidimensional or multidimensional concept, encompassing attitudes, behaviors, or a combination of both This dissertation focuses on developing and validating a loyalty scale tailored to the online environment, specifically linked to social commerce in Vietnam, drawing on qualitative research by Srivastava and Rai (2018).
The dissertation examined the influence of perceived mental benefits, online trust, perceived hedonic value, and electronic loyalty on Vietnamese customers' purchasing behavior in e-commerce.
• Finally, the dissertation analyzed the impact of anxiety levels on the relationship between customers and online business in Vietnam
The study highlights the significance of perceived mental benefits and electronic loyalty in online businesses, particularly in the context of Vietnamese customers in e-commerce It emphasizes the interconnectedness of perceived mental benefits, online trust, and perceived hedonic value in fostering electronic loyalty while addressing anxiety levels in relationship marketing To enhance customer loyalty and promote the growth of Vietnam's e-commerce sector, online businesses should focus on improving mental benefits and addressing existing limitations in their strategies.
THE STRUCTURE OF DISSERTATION
Chapter 4 Analysis of research results
Chapter 5 Conclusion and managerial implications
LITERATURE REVIEW
THEORETICAL THEORY FOR RESEARCH
2.1.1 The theoretical framework of relationship marketing
Verma et al (2016), building on the framework established by Palmatier et al (2006), expanded the concept of relationship marketing to online retail, identifying key strategies for fostering customer relationships Their online relationship marketing model comprises 13 components, categorized into customer-oriented factors (relationship benefits and seller dependency), seller-oriented factors (relationship investment and seller expertise), and mutual factors (communication and similarity) The study emphasizes the roles of commitment, trust, relationship satisfaction, and relationship quality as intermediaries in online customer relationships Commitment reflects the desire to sustain valuable connections, while trust pertains to the credibility and integrity of partners Both trust and commitment are pivotal, often viewed as prerequisites or outcomes of relationship quality, which assesses the strength of the relationship, and relationship satisfaction, which measures overall consumer contentment Additionally, the study identifies three key outcomes of relationship marketing: expectations of continuity, word of mouth, and customer loyalty.
E-commerce sites offer customers various mental benefits, including an enjoyable shopping experience, privacy, and a sense of control They provide a reliable shopping environment during stressful times while fulfilling individual needs Additionally, these platforms can recommend related products based on customer behavior, enhancing the shopping experience With advanced technology, customers can also customize products to suit their preferences directly on the site The importance of trust in online sellers, as outlined in the relationship marketing model, is crucial for fostering customer loyalty This study highlights online trust as a key mediator between perceived mental benefits and customer loyalty, emphasizing the need for consistency and reliability in e-commerce relationships.
2.1.2 SOR model (stimulus - organism - response) in behavioral research
The SOR model has been extensively utilized to analyze how environmental stimuli influence consumer reactions in online settings, focusing on factors like e-commerce page attributes and design (Liu et al., 2013; Song et al., 2013; Wang and Chang, 2013) Eroglu et al (2001) demonstrated that shopper participation and online stimuli mediate the relationship between environmental signals and shopping outcomes McKinney (2004) found that diverse internal motivations for online shopping significantly affect consumer satisfaction Richard (2005) introduced the factor of information-seeking within the SOR framework, highlighting that task-related information positively impacts consumer behavior on e-commerce sites Koo and Ju (2010) confirmed that online environmental signals influence customer emotions and intentions The SOR model serves as a structured guide for online merchants to enhance user loyalty Overall, SOR studies in the online environment focus on the impact of the shopping environment on beliefs and its effects on cognition and emotion (Kawaf and Tagg, 2012).
This study utilizes the SOR model to analyze how mental benefit values (S) serve as stimuli influencing consumers' perceptions of recreational value and online trust (O), ultimately fostering online consumer loyalty (R).
Marketing plays a crucial role in establishing a psychological connection between consumers and products or services Its primary objective is to persuade consumers to link these offerings with the fulfillment of essential benefits, goals, or values that resonate with them.
Marketers can shape consumer perceptions of related products or services, thereby impacting their self-study and purchase decisions To effectively influence these perceptions, it is crucial for marketers to analyze how consumers view products in relation to themselves Key theories that provide insight into this process include the Means-end chain theory (Gutman, 1982) and value chain theory (Bruhn, 2015).
The primary attribute-benefit-value-behavior relationship serves as a crucial framework for understanding factors that influence purchasing behaviors, including intent to buy, repurchase, and customer loyalty This theory posits that consumer behavior is often goal-directed and reflects consumer motivation through a target hierarchy, where values act as the ultimate drivers of shopping behavior Benefits derived from attributes are contingent on these values, leading customers to accumulate advantages over time The means-end theory has been effectively applied to online consumer behavior, shedding light on perception structures during online shopping and auctions Additionally, further exploration of these models can reveal the relationship between consumers and their product procurement methods, highlighting the benefits and costs of e-commerce while emphasizing the importance of online customer loyalty in the expanding digital marketplace.
Another theory is the value chain theory proposed by Bruhn (2015) Motivation is a mental structure that positively influences a person's behavior towards a favorite object or situation (Zlate,
Motivation is a crucial driver of individual behavior and learning, originating from personal needs and goals (Schiffman and Kanuk, 2009) According to Kotler, factors such as motivation, awareness, personality, learning, and attitudes significantly influence consumer behavior It serves as a stimulus that propels individuals from a state of rest to action, potentially affecting consumer behavior positively or negatively Percy and Rossiter (1997) argue that motivation can be detrimental when rooted in fear or dislike, while it fosters positive outcomes when based on need or desire Essentially, motivation initiates action in response to unfulfilled needs, culminating in observable behaviors like purchasing Cătoiu and Teodorescu (2004) categorize motivation into rational and emotional types, depending on the underlying reasons for use.
2.1.4 The theory relates to perceived mental benefits
The concept of "mental" relates to intelligence and emotional activity, highlighting the psychological and emotional benefits individuals experience when shopping online This study analyzes the mental benefits of online shopping, focusing on recreational, symbolic, and psychological aspects The exploration of perceived mental benefits is grounded in hedonic consumption theory, flow theory, and self-determination theory Self-determination theory emphasizes three basic psychological needs: autonomy, relevance, and power, which drive internal motivation and influence actions towards desired outcomes Understanding motivation is crucial, as it encompasses energy, orientation, perseverance, and equality, ultimately guiding individuals in their pursuit of goals.
Flow theory is one of two theories of internal dynamics developed according to the positive psychology model (Seligman and Csikszentmihalyi, 2014); the other is the self-determination theory
Flow, as defined by Deci and Ryan (1985), is a crucial and enjoyable experience that significantly influences user behavior in information systems (Csikszentmihalyi, 2014) It represents a state of full engagement where individuals feel a sense of extraordinary immersion, distinguishing this experience from routine activities (Csikszentmihalyi, 1997) Flow exists on a continuum, ranging from minimal to intense emotional involvement (Csikszentmihalyi and Csikszentmihalyi, 1992).
ELECTRONIC LOYALTY
Electronic loyalty extends traditional brand loyalty into the online realm, characterized by customers' favorable attitudes towards online businesses, which drive repeat purchases This loyalty positively impacts the profitability of online businesses by fostering long-term customer relationships and lowering the costs associated with acquiring new customers By focusing on customer acquisition, online companies can significantly enhance their profits.
Electronic loyalty is defined as a review behavior linked to specific e-commerce sites, reflecting a strong connection between these platforms and customer perceptions (Anderson and Srinivasan, 2003; Vázquez et al., 2002) Psychological factors play a crucial role in enhancing this loyalty, leading to a stronger identification with e-commerce brands (Yi and La, 2002; Bhattacharya and Sen, 2003) With the evolution of Web 2.0 technology, consumers now engage with e-commerce through direct interactions on social media, which includes product reviews and social sharing, ultimately fostering customer loyalty (Yoo et al., 2013; Apenes, 2016) The interaction between users and e-commerce systems extends beyond purchases, emphasizing the importance of loyalty programs that enhance customer engagement (Zanchett and Paladini, 2019) As businesses adapt to changing customer care practices, there is a growing emphasis on personalized experiences, supported by smart personal assistants and artificial intelligence (Salegna, 2018) To build lasting customer relationships, online businesses must prioritize the collection of personal information while recognizing the value of self-disclosure in relationship marketing (Campbell).
Long-term relationship theory offers a valuable perspective for uncovering hidden factors in B2C relationships, particularly regarding the disclosure of personal information essential for fostering customer loyalty.
As such, exploiting aspects of customer loyalty expression in the online environment in Vietnam market includes priority, interaction and providing personal information
PERCEIVED MENTAL BENEFITS
The term "mental" pertains to the intellect intertwined with emotional activity and thought processes This study explores the psychological and emotional advantages that individuals experience when shopping online Specifically, it examines the hedonic, symbolic, and psychological benefits that enhance the online shopping experience for customers.
Enjoyment shopping encompasses fun, comfort, and performance when purchasing products or services (Davis, 1989; Venkatesh and Davis, 2000) It is characterized by excitement and novelty, particularly through unique experiences and custom-designed products (Forsythe et al., 2006) In the realm of e-commerce, innovative suppliers are increasingly motivated to enhance the consumer shopping experience According to Holbrook and Hirschman (1982), consumers seek enjoyable situations that provide sensory stimulation and imaginative engagement This highlights the mental motivations behind shopping goals (Westbrook and Black, 1985) and underscores the emotional perspective of shopping as a source of fun (Bloch and Bruce, 1984).
Maslow's hierarchy of needs identifies five essential types: physiological, safety, social, esteem, and self-actualization Notably, social needs have become increasingly significant as the virtual world expands, allowing customers to connect more easily According to Butler et al (2002), one key benefit consumers seek from participating in online groups is the opportunity to form social relationships Beyond the pursuit of knowledge, interpersonal interactions are crucial for engagement in virtual communities and e-commerce Additionally, the dynamic between buyers and sellers represents another vital aspect of social interaction that consumers desire in the online marketplace.
Shopping at supermarkets allows customers to physically examine products, but certain items, particularly personal or sexual health products, remain challenging to purchase due to cultural attitudes in Vietnam A study by Do et al (2014) reveals that over 70% of Vietnamese teenagers did not use condoms during their first sexual encounter, largely due to embarrassment about buying them in public Privacy in online shopping offers a significant advantage for consumers who feel uncomfortable purchasing sensitive items like condoms, feminine hygiene products, or birth control pills in a retail setting, as highlighted by Estes et al (2007) The stigma associated with these products can lead to reluctance in selecting them from shelves, asking staff for assistance, or even having them displayed on payment screens, reinforcing the need for discreet purchasing options.
Perceptions of control are closely tied to an individual's beliefs about their ability to influence their internal behaviors and external environment This concept, extensively studied in psychology, encompasses ideas such as self-efficacy and cognitive-behavioral control Research indicates that a strong sense of control positively impacts individuals who are aware of their circumstances and anticipated outcomes Additionally, studies have shown that control awareness is a critical factor in technology adoption models, alongside other components like perceived usefulness and ease of use Overall, control beliefs significantly shape an individual's behavior and decision-making processes.
Perceived control plays a crucial role in the decision-making process when selecting products and services, as it encompasses the awareness of available resources, opportunities, skills, and convenience This understanding significantly influences consumer behavior during shopping (Ajzen, 1991).
PERCEIVED HEDONIC VALUE
Perceived hedonic value reflects the entertainment and emotional needs of consumers, encompassing aspects of multiculturalism, imagination, and emotions during the consumption process As highlighted by Ryu et al (2010), customers derive enjoyment from the exciting and stimulating experiences associated with the use of purchased products or services This hedonic value influences buying behavior, leading customers to prioritize emotional satisfaction over simply opting for the highest quality products or services.
The perceived hedonic value of shopping emphasizes its entertainment and emotional aspects, highlighting that the joy derived from fun and leisure is often more significant than the practical benefits of completing tasks This subjective sense of enjoyment in shopping contrasts with the utilitarian value associated with the act, suggesting that consumers prioritize entertainment over mere functionality.
ONLINE TRUST
Trust is a critical factor in the online marketplace, as its establishment can significantly boost the number of e-commerce buyers When a trustworthy online environment is fostered, consumers are more willing to share sensitive information, while sellers gain confidence in conducting transactions, leading to beneficial interactions for both parties The future of e-commerce fundamentally hinges on trust Research by Gefen et al (2003) highlights that online trust is multidimensional, rooted in beliefs about integrity, competence, and understanding Integrity reflects the expectation that online merchants will adhere to their promises, while competence pertains to their ability to deliver quality products and services Understanding involves the commitment of online sales sites to prioritize customer satisfaction Additionally, Ang et al (2001) identified three key aspects that enhance trust awareness on the Internet: the reliability of online businesses in fulfilling promises, their responsiveness to unsatisfactory purchases, and the presence of clear privacy policies.
ANXIETY
Anxiety related to computers and technology often arises from fears of task completion, potential damage to equipment, and the risk of losing important information This type of anxiety can manifest during online shopping, where customers engage with retailers via personal computers and mobile devices, leading to concerns about transaction security Difficulties in accessing websites, navigation challenges, inconvenient checkout processes, and poor interface design can deter consumers from shopping online Additionally, the lack of interpersonal interaction, absence of tangible products, asymmetric information, and security risks further contribute to consumer anxiety in the online shopping environment.
OVERVIEW OF THE PREVIOUS RESEARCH
Research on electronic loyalty indicates that most studies have focused on traditional commerce and e-commerce as a singular structural variable Additionally, while loyalty is often examined as a multidimensional construct, the prevailing theories have been primarily applied within traditional contexts Notably, there are significant differences in consumer attitudes and behaviors in these two environments.
This research examines customer loyalty within the online shopping environment in Vietnam, highlighting the shift from traditional commerce to e-commerce It emphasizes the growing importance of loyalty in the context of a shared economy as Vietnam increasingly embraces digital purchasing practices.
Research on perceived benefits of purchases predominantly focuses on traditional retail, with e-commerce studies mainly addressing functional aspects like convenience and ease of purchase While some studies touch on perceived benefits in entertainment, they often measure these benefits as a unidimensional concept, overlooking the broader implications for customer trading Additionally, empirical studies highlight the roles of trust and perceived value in fostering customer loyalty, yet they face limitations Most research remains confined to traditional trade, neglecting the entertainment value, and primarily examines external motivations linked to seller offerings rather than internal factors such as perceived benefits and risks from the customer's perspective.
THE RELATIONSHIP BETWEEN PERCEPTION OF MENTAL BENEFITS, HEDONIC VALUE, AND ONLINE TRUST, ANXIETY, AND ELECTRONIC LOYALTY
2.8.1 The relationship between perceived hedonic value and electronic loyalty
Numerous studies have demonstrated a direct and positive relationship between customer perceived value and customer loyalty (Eid, 2015; Rahman et al., 2016) A decline in perceived value often leads customers to consider rival brands, signaling a decrease in loyalty (Anderson and Srinivasan, 2003) Additionally, the hedonic value associated with group purchases enhances engagement with e-commerce platforms (Chiu et al.).
2018) From there, we have the following hypothesis::
H1: Perceived Hedonic Value has a positive effect on Electronic loyalty in E-commerce
2.8.2 The relationship between online trust and electronic loyalty
Research indicates a positive correlation between online trust and electronic loyalty (Gefen, 2002) as well as customer acquisition (Pan et al., 2002) Consistent with traditional loyalty studies, such as those by Dick and Basu (1994), trust also fosters positive word of mouth Conversely, a deficiency in online trust hinders interactions regarding e-commerce and diminishes acquisition efforts (Westaby et al., 2016) Thus, the influence of online trust on customer loyalty is significant.
H2: Online trust has a positive effect on Electronic loyalty in E-commerce
2.8.3 The relationship between perceived mental benefits and electronic loyalty
Kuo and Feng (2013) found that recreational, social, and academic interests significantly enhance community commitments, leading to increased customer loyalty Similarly, Mimouni-Chaabane and Volle (2010) highlighted that both monetary and non-monetary benefits—such as savings, exploration, entertainment, recognition, and social advantages—play a crucial role in motivating customers to join loyalty programs Consequently, it is evident that the perceived benefits by customers are positively linked to their loyalty towards a company.
H3: Perceived Mental Benefits has a positive effect on Electronic loyalty in E-commerce 2.8.4 The relationship between perceived mental benefits and perceived hedonic values
In their research on customer loyalty in Australia, Chen and Hu (2010) created a model demonstrating that perceived benefits significantly enhance customer loyalty Additionally, Xu et al (2011) highlighted that while location awareness in marketing (LAM) offers substantial opportunities, concerns regarding mobile customer privacy hinder its widespread acceptance This study further expands on the private computing model, delving into the complexities and paradoxes associated with LAM.
The study highlights the importance of personal characteristics and two distinct approaches—confidential and public—in understanding the mental benefits associated with individual pastimes Empirical research indicates that the perceived value of these activities contributes significantly to an individual's mental well-being.
H4: Perceived mental benefits have a positive effect on the Perceived Hedonic Value in e- commerce
2.8.5 The relationship between perceived mental benefits and online trust
The benefits of perceived control can have a positive impact on consumer trust; however, if customer data collection can also create a counter-reaction to online customer trust ( Beldad et al.,
2010) Research by Park et al (2019) also indicate that perceived benefits will impact customer trust in mobile payment systems Therefore, the study proposed a hypothesis:
H5: Perceived Mental Benefits has a positive effect on Online trust in E-commerce
2.8.6 Effect of anxiety level in e-commerce
A meta-analysis by Powell (2013) indicates that anxiety significantly affects the adoption and use of information technology Individuals experiencing self-doubt in stressful situations may withdraw physically or mentally, leading to avoidance of system use (Smith and Caputi, 2001) In mobile shopping, consumers tend to steer clear of anxiety-inducing scenarios, with those exhibiting higher anxiety levels being less inclined to use mobile shopping platforms compared to their low-anxiety counterparts (Compeau et al., 1999; Yang and Forney, 2013) Consequently, anxiety levels play a crucial role in shaping the interaction between customers and businesses in the online shopping environment, prompting the formulation of the following hypothesis.
The varying levels of anxiety significantly affect how perceived mental benefits, online trust, perceived hedonic value, and electronic loyalty interact among Vietnamese customers shopping on e-commerce platforms.
THE RESEARCH MODEL AND PROPOSED HYPOTHESES
Building on prior studies and theoretical frameworks, along with qualitative research findings, this dissertation introduces a proposed research model (illustrated in Figure 2.1) and outlines the corresponding research hypotheses summarized in Table 2.1.
Table 2.1 The Table of Proposed Hypotheses
H1 Perceived Hedonic Value has a positive effect on Electronic loyalty in E- commerce H2 Online trust has a positive effect on Electronic loyalty in E-commerce
H3 Perceived Mental Benefits has a positive effect on Electronic loyalty in E- commerce H4 Perceived mental benefits has a positive effect on the Perceived Hedonic
Value in e-commerce H5 Perceived Mental Benefits has a positive effect on Online trust in E-commerce
H6a The level of anxiety has a different effect on the relationship between hedonic value and Electronic loyalty in e-commerce
H6b The level of anxiety has a different effect on the relationship between Online trust and Electronic loyalty in e-commerce
H6c The level of anxiety has a different effect on the relationship between
Perceived Mental Benefits and Electronic loyalty in e-commerce
H6d The level of anxiety has a different effect on the relationship between
Perceived Mental Benefits and Hedonic value in E-commerce
H6e The level of anxiety has a different effect on the relationship between
Perceived Mental Benefits and Online trust in e-commerce
RESEARCH DESIGN
THE RESEARCH PROCESS
To accomplish the goals setting, the study is designed to consist of the following three main phases:
(1) Literature review, proposed theoretical research model, complete the preliminary scale - this stage qualitative research; (2) Preliminary research; (3) Quantitative research Details of the steps are as follows:
To achieve the research objectives, the initial phase involves conducting a literature review of prior studies to identify the key attributes for the proposed scale in the research model Additionally, expert interviews and focus group discussions will be organized to develop a theoretical research model and design a preliminary survey questionnaire.
Desk research is a crucial component of the research process, providing insights into previous studies by both domestic and international authors relevant to the topic This foundational understanding allows researchers to identify key attributes and gaps in existing literature, facilitating the development of expert interviews and group discussions Furthermore, it validates the theoretical concepts integrated into the research model, particularly in a developing country like Vietnam, where e-commerce is emerging amidst various challenges in technology, law, and consumer behavior The primary goal of this research is to gather expert opinions on the research model elements, which are derived from established theories and tailored to Vietnamese characteristics, while also uncovering new factors for further investigation.
The preliminary survey aims to assess the reliability of scales using Cronbach’s Alpha coefficient and Exploratory Factor Analysis (EFA) It targets customers aged 16 to 45, including pupils, students, office workers, and lecturers, with a sample size of 252 observations.
The primary goal of this phase is to conduct preliminary surveys of the survey objects to evaluate the reliability of the scale and eliminate any non-conforming scales prior to Exploratory Factor Analysis (EFA) EFA aims to minimize and summarize data, allowing the study to refine the research model and finalize the official survey.
The survey targets customers aged 16 to 45, including pupils, students, office workers, lecturers, civil servants, housewives, businessmen, and workers, who frequently engage in online shopping and possess a strong awareness of e-commerce The research model's concepts are assessed and validated using data collected from a sample size of 917 respondents Key activities conducted in this official research phase include thorough evaluation and verification of the gathered data.
(1) Analyze the official research sample
(2) Evaluate the high order construct of perceived mental benefits and electronic loyalty
(3) Test the research model and research hypothesis with the Partial Least Squares Structure Equation Model (PLS-SEM)
(4) Assess the effect of anxiety level on the relationship in the research model
DEVELOPMENT AND VALIDATION THE SCALE OF ELECTRONIC LOYALTY AND
Churchill (1979) emphasized the importance of a rigorous scale in accurately defining both the components included and excluded from a structure Consequently, this study established an initial group of observational variables focused on electronic loyalty and perceived mental benefits, based on a comprehensive review of prior research.
3.2.1 Items’ generation and Initial purification a Items’ generation
Focus group discussions involve a guided conversation among research participants to gather insights on a specific topic (Nguyen Dinh Tho, 2011) This method allows for detailed feedback through interviews and group interactions (Morgan, 1997) Utilizing qualitative research, focus group discussions uncover diverse perspectives and highlight differing opinions among participants (Rabiee).
2004) Focus group discussion gives group members greater flexibility and freedom of speech, at which time, the opportunity for solving problems and obstacles is more accessible (Silverman, 2016)
Data from group discussions often yield more productive insights than in-depth interviews (Rabiee, 2004) This study involved discussions with seven participants knowledgeable about e-commerce and marketing, including online consumers and experts, to identify and refine observed variables, some of which were based on prior research A purpose-based non-probability sampling method was employed to recruit participants, ensuring the reliability and quality of the interviews (Neuman, 2013) Participants, aged between 21 and 45, frequently shop on major e-commerce platforms like Lazada, Tiki, Sendo, and Shopee The research aimed to include customers with diverse demographic backgrounds, such as age, education level, annual income, and occupation Each discussion lasted between 90 and 120 minutes, with the host recording the content, and participants providing contact information for follow-up to confirm the accuracy of the shared insights.
Two MBA students specializing in marketing are tasked with independently coding discussion content using measurement indexes After completing their coding, they collaborate to compare their findings, assessing the alignment of their analytical units They ultimately reach a consensus on which units should be included in the subsequent analytical phase, followed by an initial purification of the data.
This study employs thematic content analysis to systematically categorize recorded discussions, aiming to explore customer perceptions of electronic loyalty and perceived mental benefits within Vietnam's e-commerce landscape (Kassarjian, 1977) A panel of four experts, including two online marketing and e-commerce specialists and two PhDs in business administration, meticulously assessed the list of observed variables to ensure surface validity To enhance clarity and precision, each item was carefully examined to mitigate issues related to ambiguous content The evaluation team rated the observed items based on DeVellis's (2017) criteria of "very relevant," "slightly relevant," and "very irrelevant," thereby strengthening the validity of the developed content (Bearden et al.).
In scale development, the primary objectives include ensuring that all essential aspects of the conceptual definition are accurately represented, preventing confusion or duplication among observed items, and ensuring clarity in item expression (MacKenzie, 2003) Experts must verify the uniformity and clarity of these items, leading to the addition, modification, or removal of certain observed items The finalized items are incorporated into the survey questionnaire, which utilizes a five-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree) to gauge respondents' levels of agreement.
This phase aims to refine the measurement tool focused on psychological attributes through a trapezoidal-shaped design Utilizing a quantitative research method, an online self-administered questionnaire was distributed among 200 Master’s students in Business Administration and Information Technology, along with 100 E-commerce students from the Industrial University of Ho Chi Minh City, employing non-probability sampling.
The study utilized a 5-point Likert scale (1: strongly disagree to 5: strongly agree) for item evaluation, as recommended by McMullan (2005) Participants rated their electronic loyalty and perceived mental benefits related to their most frequented e-commerce site, with the survey achieving a 92% response rate and yielding 276 usable questionnaires for analysis Some responses were excluded due to incomplete answers or insufficient evaluations across all items.
3.2.3 Scale validity a Second-order confirmatory factor analysis (Second-order CFA)
To validate the scale, the study employed Second-order Confirmatory Factor Analysis (CFA) using a second sample dataset to ensure consistency with prior analyses (Churchill Jr, 1979) Following a preliminary review of the original content, the observed items were shaped and reduced to align with the study's context and sampling method (Malhotra et al., 2012) This phase aimed to (1) confirm the measurement model from the initial dataset, (2) evaluate the generality of the concepts of electronic loyalty and perceived mental benefits, and (3) examine the suitability of the factor structure and scale within the nomological theoretical framework.
After identifying the groups of observed items based on the original content assumption, Kamboj and Rahman (2017) recommend collecting data using a context-appropriate sampling method The Department of E-Commerce and Digital Economics (2018) indicates that e-commerce users, primarily aged 16 to 45 and comprising students, office workers, and lecturers, are the focus of the second survey This study was conducted in central districts of Ho Chi Minh City, including Districts 1, 3, and 5, where numerous universities and companies are located A total of 450 questionnaires were distributed, with 443 collected and 439 remaining after screening The sampling method employed was purposive non-probability sampling, ensuring targeted data collection.
To evaluate the Nomological validity of a scale, this study investigates the connections between electronic loyalty and perceived mental benefits with established concepts such as online trust and perceived hedonic value in the context of online shopping, following the methodology of Anderson and Gerbing (1988) The research utilizes established scales from prior studies, including the scale for perceived hedonic value, to ensure a robust analysis.
04 observed items (Lee and Wu, 2017), and online trust includes 05 observed items (Liu and Tang,
The results of the scale development and validation have created the scale of electronic loyalty and perceived mental benefits.
QUALITATIVE RESEARCH for scale ADJUSTMENT
Qualitative research delves into consumers' inner thoughts, utilizing methods such as observations, in-depth interviews, and focus groups The author employs narrative research through in-depth interviews with 11 e-commerce business leaders, including directors, managers, and university lecturers, alongside phenomenological research by facilitating a discussion group of 7 participants, comprising experts and customers who engage in online shopping Conducted in July 2018, these interviews and focus group discussions, lasting 90 to 120 minutes, took place in private settings such as cafes or university study rooms Prior to the discussions, documents and questionnaires were distributed to participants via email and mail The insights gathered from these interactions contributed to understanding perceived mental benefits and fostering electronic loyalty.
In addition, the discussion group complements the anxiety, online trust and perceived hedonic value
Extensive research on perceived hedonic value has enhanced our understanding of consumer consumption processes (Jones et al., 2006; Kronrod and Danziger, 2013) This empirical value of perceptual pleasure is linked to the uniqueness of products or services and the emotional connections they foster in consumers (Henry et al., 2004; Overby and Lee, 2006) This study utilizes a perceived hedonic value framework based on four observed items from Lee and Wu (2017), originally derived from Babin et al.
The scale developed by (1994) and Carpenter (2008) is specifically tailored for the e-commerce context, utilizing a 5-point Likert scale for measurement In this scale, responses range from 1, indicating "Strongly disagree," to 5, representing "Strongly agree," with adjustments made based on qualitative research findings.
Trust is a complex concept encompassing cognitive, emotional, and behavioral dimensions (Lewis and Weigert, 1985) While extensively studied across various fields, each discipline offers a unique perspective on trust, particularly in the online context, where research is still emerging (Wang and Emurian, 2005) Previous studies have highlighted key elements of online trust, employing both unidimensional (Mayer et al., 1995) and multidimensional scales (McKnight et al., 2002) to measure customer trust This study adopts a unidimensional scale to evaluate the overall trust structure of customers, utilizing five observation items from Liu and Tang (2018) to assess three core components: ability, benevolence, and integrity of online businesses A 5-point Likert scale is employed for measurement, ranging from 1 (Strongly disagree) to 5 (Strongly agree).
Freud defines anxiety as an emotional state characterized by fear, stress, and worry, often accompanied by physiological arousal (Freud, 2013) Aligning with Darwin's evolutionary perspective, he suggests that anxiety serves as an adaptive mechanism that encourages behaviors to cope with threats, making it prevalent in various disorders, including psychosis Krug et al (1976) highlighted the need to differentiate between anxiety as an emotional state and as a personality trait Ngoc's study (2018) utilized 14 items to assess anxiety, with seven focusing on psychological symptoms such as irritability and insomnia, while the other seven measured physical symptoms, including pain and cardiovascular issues.
For each interview item, there are scores from 0 to 4 that best suit the status of the object: 0 - none; 1-light; 2 - Moderate; 3 - heavy; 4 - very heavy
Psychological test scores for anxiety range from 0 to 56, with higher scores indicating greater anxiety levels The classification of anxiety is as follows: scores of 17 or lower indicate mild anxiety, scores between 18 and 24 indicate moderate anxiety, and scores of 25 or higher indicate severe anxiety This study employs a six-item scale based on Hamilton's anxiety symptoms (1959) to assess anxiety as an emotional state during online shopping, echoing findings from Ngoc (2018) The anxiety levels were also evaluated using six observed variables, with scores ranging from 0 to 24, and recalculated based on the percentage of anxiety scores, as detailed in Table 3.2 Qualitative research findings further refined the understanding of anxiety symptom measurement, focusing on everyday concerns related to online shopping within the e-commerce context of Vietnam Customer anxiety is measured using a 5-point scale, where 0 indicates none, 1 indicates light, 2 indicates moderate, 3 indicates heavy, and 4 indicates very heavy anxiety.
Table 3.2 The classification of anxiety levels based on a scale of 14 and 6 observed items
QUANTITATIVE RESEARCH
The Likert scale, developed by Rensis Likert in 1932, is a widely used tool for assessing attitudes towards a set of statements, quantifying responses on a spectrum from "Strongly Disagree" to "Strongly Agree." This ordinal measurement captures the degree of agreement of respondents, with the total score reflecting the overall sentiment toward the concept being evaluated.
The use of a "Strongly Agree" response option allows respondents to differentiate their attitudes effectively The anxiety scale, derived from Hamilton's 1959 study, categorizes anxiety levels from 0 (no anxiety) to 4 (cumbersome anxiety) This scale facilitates an exploration of various factors influencing online shoppers, beginning with general information before delving into specific inquiries Additionally, the nominal scale classifies data without implying quantity, focusing on sample characteristics such as occupation and gender (Nguyen Dinh Tho, 2011) In contrast, the ordinal scale ranks data in order without quantifying it, which is useful for organizing sample characteristics like age and income (Nguyen Dinh Tho, 2011).
To ensure accuracy in research, Hair et al (2010) recommend that sample sizes should be at least five times the number of observed variables According to Tabachnick and Fidell (2007), sample sizes yield varying levels of results, with 50 being very poor, 100 poor, 200 quite good, 300 good, 500 very good, and 1000 excellent In this study, 917 observations were utilized for analysis after removing unregulated observations or those with insufficient confidence.
This study employs a non-probability sampling method, specifically quota sampling and purposive (judgmental) techniques, to effectively meet its research objectives Given the in-depth focus on e-commerce, the sampling strategy aims to select participants who possess a strong understanding of the topic and can facilitate rapid sample expansion (Neuman, 2002).
In 2018, Ho Chi Minh City achieved the highest e-commerce index in Vietnam at 82.1, reflecting its status as a major economic hub Located in the southern region of the country, the city is home to over 10 million residents, primarily consisting of migrants from various provinces across Vietnam, which contributes to its diverse demographic landscape.
Ho Chi Minh City significantly reflects the demographic characteristics of Vietnam, representing approximately 40% of the observations in the study In contrast, Hanoi ranks second with an index of 79.8, contributing around 30% of the sample Other cities are also included in the analysis.
18 provinces of Hai Phong (index of 54.9), Da Nang (54.1) and Binh Duong (50.4) will allocate each province and city one-tenth respectively in the sample size
Survey subjects are individual consumer customers who have purchased online in Vietnam
The study employs SPSS, AMOS, and Smart PLS software to analyze quantitative data gathered from both preliminary and official surveys SPSS is utilized for descriptive statistics, exploratory factor analysis (EFA), and assessing scale reliability in the initial research phase AMOS is then applied to test the development of perceived benefits and electronic loyalty, while Smart PLS is used for analyzing research models and testing hypotheses.
PRELIMINARY RESEARCH FOR RELIABILITY EVALUATION
The preliminary research program aimed at evaluating scales utilized quantitative research methods and convenient sampling techniques Out of 260 votes cast, 252 valid questionnaires were analyzed Conducted between October and December 2018, the study focused on individual customers who made online purchases on e-commerce platforms in Vietnam, primarily involving pupils, students, lecturers, and office workers.
The preliminary survey program was conducted by a direct approach and hand-filled questionnaire distribution
Cronbach’s alpha coefficient is a key metric for assessing the reliability of a scale, with a threshold of 0.7 considered the minimum acceptable level (Hair et al., 2010) The reliability assessment indicates that the overall Cronbach's alpha for the scale exceeds 0.7, demonstrating strong internal consistency Additionally, each measurement item shows a correlation coefficient greater than 0.3, confirming that all items satisfy the reliability criteria (Nunnally, 1978).
Measurements meeting reliability requirements will be evaluated using Exploratory Factor Analysis (EFA) For effective EFA analysis, the Bartlett test and KMO test (Kaiser-Meyer-Olkin) are essential; our analysis shows a Bartlett test p-value of 0.00 (less than 5%) and a KMO value of 0.928 (greater than 0.5), indicating suitability In assessing the scale's value, three key attributes must be considered: (1) the number of extracted factors, (2) factor weight, and (3) total variance explained The number of extracted factors is determined using Eigenvalues, revealing ten factors when the Eigenvalue of the 10th factor is 1.075, which is greater than 1 (Nguyen Dinh Tho, 2013).
Factor load factor: is greater than or equal to 0.5 which is an acceptable value
The Total Variance Extracted (TVE) indicates the percentage of measurement variables that are successfully extracted In this analysis, the total variance extracted by ten factors is 68.105%, which exceeds the 50% threshold, signifying that the standardized component is greater than the individual components and the error.
CONCLUSION OF SCALE USED FOR OFFICIAL RESEARCH
A preliminary survey of 260 online customers was conducted using a convenient sampling method, resulting in 252 valid responses for analysis The reliability and validity of the scales were assessed through Cronbach’s Alpha coefficients and factor analysis Consequently, the scales that demonstrated reliability and validity were compiled for a formal study, with the calibrated scales detailed in Table 3.3.
Table 3.3 Summary of the official scale
PEB1 Shopping online makes me feel alive in my own world
PEB2 When I am in a depressed mood, shopping online will help me feel better
PEB3 Shopping online helps me satisfy myself
PEB4 Shopping online is an adventure
PEB5 For me, online shopping is a way to reduce stress
PEB6 Compared to other things I can do, online shopping time is enjoyable
PDB1 Online shopping ensures privacy on the buying process
PDB2 I do not mind not buying anything after asking for product information on e-commerce PDB3 When shopping online, I do not feel embarrassed if I buy sensitive goods/services
PDB4 I feel free to search for product/service information when shopping online without anyone knowing
PDB5 I do not feel afraid to buy discounted products/services on e-commerce sites
PSB1 I feel connected to other people when shopping online
PSB2 I feel there is an exchange of information about products/services when I share my shopping experience with other consumers when shopping online
PSB3 Shopping online is a great way to develop friendships with other internet shoppers
PSB4 I enjoy viewing and interacting with other customers' opinions about products/services that I plan to buy
PCB1 The e-commerce site allows me to control my online shopping process
PCB2 I have the option to participate, express myself and leave my own mark when shopping online
PCB3 In addition to shopping, I also participate in the entire consumer experience by collaborating, posting ideas, and/or participating in a part of product creation
PCB4 The e-commerce site designs everything that offers ideas to connect and chooses various shopping options according to my wishes
HV1 Shopping on this e-commerce site is a pleasure
HV2 Shopping on this e-commerce site, I not only buy products but also feel happy
HV3 Shopping on this e-commerce site makes me feel that the product search is entertaining
HV4 Shopping on this e-commerce site allows me to forget all my troubles and discomfort
OT1 This electronic seller is honest
OT2 This electronics seller is very interested in meeting my needs and wants
OT3 This electronic seller keeps his promises and commitments
OT4 This electronic seller is trusted
OT5 This electronic salesperson is capable of fulfilling my needs and desires
PID1 I am willing to submit personal information to e-commerce sites that are not related to shipping (gender, age, income, )
PID2 I proactively provide even sensitive personal information like my interests to e- commerce sites
PID3 I share personal opinion for e-commerce site
PID4 I agree to allow the mobile e-commerce app to access my phone contacts or my friends' list on my social networking site
INT1 When I like an e-commerce post, I will press the "like" button
INT2 I evaluate and rank articles/products on e-commerce sites
INT3 I participated in sharing some content on the e-commerce site
INT4 I accept the time it takes to make comments, even though the e-commerce site does not pay me any compensation
TOM1 I use the e-commerce site whenever I need to make a purchase
TOM2 When I intend to buy, this e-commerce site is my first choice
TOM3 Always mention this e-commerce site when friends and relatives need online shopping advice
ANX1 I am worried that the product will not match the description on the e-commerce site ANX2 I feel nervous when ordering new products on e-commerce sites
ANX3 I fear my information will be used illegally
ANX4 I find it hard to sleep while waiting for the product to arrive
ANX5 I could not focus on working while waiting for the product to arrive
ANX6 I lost interest in online shopping after receiving the wrong products, or late delivery