Tóm tắt luận án Tiến sĩ Online shopping well being as a consequence of shopping value, trust and impulse buying A duality approach

Specifically, how shopping values impact trust attitude and impulse buying behavior in the online shopping context has not been clear.. Besides, online shopping well-being has rarely bee

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

Công trình được hoàn thành tại:

Người hướng dẫn khoa học: PGS TS Nguyễn Thị Mai Trang (ghi rõ họ tên, chức danh khoa học, học vị) Phản biện 1:

Phản biện 2:

Phản biện 3:

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ABSTRACT There are some significant gaps in studying consumers’ shopping well-being that need to be fulfilled Specifically, how shopping values impact trust attitude and impulse buying behavior in the online shopping context has not been clear Besides, online shopping well-being has rarely been explained by the dual processes from shopping value, trust and impulse buying In addition, moderating effects of extraversion and self-control traits and differences across the online versus the offline shopping contexts are unexplored By adopting the duality approach, two studies conducted in Ho Chi Minh City validated the dual associations between shopping values and trust, and between shopping values and impulse buying Besides, shopping well-being is determined affectively by trust in the online shopping context and positively predicted by both cognitive and affective impulse buying In addition, moderating effects of extraversion and self-control traits were validated Finally, similarities and differences between the online and the offline shopping contexts, in term of the studied associations, were clearly found

This study contributes to the literature by applying a duality approach to confirm the significant role of shopping values in determining trust and impulse buying that, in turn, positively predict shopping well-being As a result, this study provides a deeper understanding about if and why online shopping well-being is more affect-based This research also introduces an appropriate theoretical framework for studying impulse buying - the duality approach and validates the positive consequence of this shopping motive In addition, the validated moderating role of extraversion and self-control contribute to a better understanding of consumers’ personalities Further, the findings provide a clearer picture illustrating similarities and differences across the two shopping contexts

PUBLICATIONS OF THE RESEARCH

1 Nghia, H.T., & Trang, N.T.M (2019) The impact of shopping values on impulse buying: The duality approach Proceedings of the International conference on Business and Finance 2019 - Accounting, Business and Management (ICBF2019), 74-89, ISBN: 978-604-922-764

2 Nghia, H.T., Olsen, S.V., & Trang, N.T.M (2020) Shopping value, trust, and online shopping well-being: A duality approach Marketing Intelligence & Planning, 38(5), 545-558 https://doi.org/10.1108/MIP-08-2019-0411

3 Nghia, H.T., Olsen, S.O., & Trang, N.T.M (2021) A dual process on shopping well-being across shopping contexts: the role of shopping values and impulse buying Asia Pacific Journal of Marketing and Logistics, Vol ahead-of-print No ahead-of-print https://doi.org/10.1108/APJML-09-2020-0668

LIST OF FIGURES AND TABLES

Figure 2.1: Overall conceptual model 6

Figure 2.2: Research models of study 1 and study 2 6

Figure 3.1: Research model of study 1 7

Figure 4.1: Research model of study 2 9

Table 3.1: Structural paths 8

Table 4.1: Structural equation model results 11

Table 4.2: Offline vs Online differences 12

TABLE OF CONTENTS Abstract ii

Publication of the research iii

List of figures and tables iii

Table of contents iii

CHAPTER 1 - INTRODUCTION 1

1.1 Research problems 1

1.2 Research gaps 2

1.3 Research objectives 2

1.4 Overall research methods 3

CHAPTER 2 – LITERATURE REVIEW AND OVERALL MODEL 3

2.1 Research constructs and theoretical background 3

2.1.1 Shopping well-being 3

2.1.2 Shopping value 3

2.1.3 Consumer trust 4

2.1.4 Impulse buying 4

2.1.5 Extraversion and Self-control 5

2.1.6 Duality approach 5

2.2 Overall research model 5

CHAPTER 3 – STUDY 1: SHOPPING VALUE, TRUST AND ONLINE SHOPPING WELL-BEING: A DUALITY APPROACH 7

3.1 Research model and hypotheses 7

3.2 Research methods, data analysis and results 7

CHAPTER 4 – STUDY 2: A DUAL-PROCESS ON SHOPPING WELL-BEING ACROSS SHOPPING CONTEXTS: THE ROLE OF SHOPPING VALUES AND IMPULSE BUYING 9

4.1 Research model and hypotheses 9

4.2 Research methods, data analysis and results 10

CHAPTER 5 – CONCLUSION 12

5.1 Research results and discussion 12

5.2 Implications 14

5.2.1 Implications for theory 14

5.2.2 Implications for practice 15

REFERENCES 16

CHAPTER 1 - INTRODUCTION

1.1 Research problems

Studying shoppers’ subjective well-being based on their shopping activities has recently emerged as an area of interest (e.g., Ekici, Sirgy, Lee, Grace, & Bosnjak, 2018) The positive consequences of shopping contribute significantly to shoppers’ overall quality of life, which is best represented by shopping well-being (Ekici et al., 2018)

A duality approach considering two different mental systems – cognition and affect – has been widely applied in consumer research (e.g., Chen & Lee, 2008; Hofmann, Friese, & Strack, 2009) Thus, this approach has strong potential to explain shopping well-being Besides, in online shopping context, trust is one of the significant factors facilitating consumers’ participation, whereas impulse buying is

a popular shopping motive in online environment (Akram, Hui, Khan, Hashim, & Saduzai, 2018) In addition, consumers shop because of shopping values (e.g., Babin

et al., 1994) that can drive consumers to buy impulsively Further, impulse buying’s consequence can be explained by examining its’ association with shopping well-being Therefore, in the online shopping context, trust and impulse buying are potentially mediating factors of the association between shopping value and online shopping well-being

Note that among the Big Five personalities, extraversion is the most important trait predicting online consumer engagement (Ul Islam et al., 2017) while self-control is of the key factors driving consumers’ buying behaviors (Yim, 2017) and, thus, it can better explain impulse buying (Lucas & Koff, 2017) Further, existing studies only adopt either the offline (e.g., Sohn & Lee, 2017) or the online environment (e.g., Lim, Lee, & Kim, 2017) to study this buying motive This leads

to the lack of studies specifically figuring out the differences of impulse buying between the offline and the online shopping context

Underlined by the duality approach, the study 1 mainly focused on the online shopping context of Vietnam and aimed to: (1) Examine the cognitive and affective associations between shopping values and trust; (2) Investigate the influences of cognitive and affective trust on online shopping well-being; and (3) Examine the moderating role of extraversion on the dual relationships between shopping values and trust

The study 2 also adopted the duality approach and focused on both the online and offline shopping context of Vietnam to: (1) Investigate the cognitive and affective processes from shopping values to impulse buying; (2) Investigate the impacts of cognitive and affective impulse buying on shopping well-being; (3) Examine the moderating effect of self-control in the dual relationships between shopping values and impulse buying; and (4) Compare the studied associations in the offline to the online shopping context

1.4 Overall research methods

This research mainly took the online shopping context of Vietnamese consumers into consideration and adopted existing validated measures that were unidimensional for all constructs

Convenience sampling and self-administered method were adopted to collect survey data The study 1 was to collect data from online consumers in Ho Chi Minh City (N = 648) The study 2 was to collect data from 266 offline shoppers and 263 online consumers in Ho Chi Minh City (N = 529) In both study 1 and study 2, confirmatory factor analysis (CFA) was employed to validate the measures, whereas Structural Equation Modelling was conducted to test the model and hypotheses

CHAPTER 2 - LITERATURE REVIEW AND OVERALL MODEL

2.1 Research constructs and theoretical background

2.1.1 Shopping well-being

El Hedhli et al (2013) discuss the construct of shopping well-being, which reflects the contribution of shopping to shoppers’ overall sense of well-being Recently, Ekici et al (2018) define shopping well-being as the degree to which shopping contributes positively to consumers’ quality of life In fact, the positive consequences of shopping have been repeatedly echoed in the extant literature For instance, shopping contributes to pleasure and arousal (Liao et al., 2016), hedonic enjoyment (Babin et al., 1994), satisfaction (Kesari & Atulkar, 2016) and flow (Bilgihan, 2016) Based on the approach of Ekici et al (2018), this study considers online shopping well-being as the positive contribution of online shopping to online shoppers’ quality of life

2.1.2 Shopping value

Consumption activities relate to two main types of value including utilitarian and hedonic value (Babin et al., 1994) Specifically, utilitarian value serves as the cognitive benefits of shopping resulted from “conscious pursuit of an intended consequence” (Babin et al., 1994, p 645) On the other hand, hedonic value reflects

“shopping's potential entertainment and emotional worth” (Babin et al., 1994, p 646) It can be inferred that, during the shopping process, shoppers are not only driven by owning the products, but are also aroused by emotional attractions (Chen

& Wang, 2016) Thus, in the online shopping context, this study considers utilitarian and hedonic shopping values as cognitive and affective benefits of online shopping 2.1.3 Consumer trust

Trust serves as the willingness of a person to be vulnerable due to the actions

of others, irrespective of the ability to monitor and control the latter (Mayer, Davis,

& Schoorman, 1995) In the extant literature, there are two distinctive forms: cognition-based and affect-based trust that are cognitive and affective component of trust (Ha, John, John, & Chung, 2016) On one hand, trust is considered as the outcome of cognitive process in which individuals rely on their rational appraisals

to decide whether to trust a party or not (Hansen, Morrow, & Batista, 2002; Lewis

& Weigert, 1985) On the other hand, affective component of trust attitude refers to the emotional bond that is considered reciprocal to the cognitive trust (Lewis & Weigert, 1985) Adopting the duality perspective in the online shopping context, trust reflects the willingness of online consumers to be cognitively and affectively dependent on e-tailers

2.1.4 Impulse buying

Impulse buying refers to the situation that consumers make purchase because

of an immediate, powerful and persistent urge instead of prepared purchasing plan (Rook, 1987) Thus, impulse buying is a reactionary behavior when consumers confront with various stimulus (external and internal) Although impulse buying is mainly affect-based, impulse buying is also driven by shoppers’ cognition This cognitive aspect of impulse buying is best represented by the construct of cognitive impulse buying that refers to the absence of deliberation, thinking, and planning (Verplanken & Herabadi, 2001) In the online shopping context, this study considers impulse buying as the outcome of both cognitive and affective processes and takes

its’ two separate components, cognitive impulse buying and affective impulse buying, into consideration

2.1.5 Extraversion and Self-control

In the shopping context, extraversion is a prominent factor predicting consumers’ shopping attitude and behaviour (Chen & Lee, 2008; Ul Islam et al., 2017) Consumers who are extroverts pay more attention to the excitement and stimulation of shopping activity Extraversion is also positively related to online consumers’ attitude and shopping (Huang & Yang, 2010) Besides, self-control is considered as a personality trait (Sela, Berger, & Kim, 2017) that is considered as one of key factors driving individual’s choices (Sela et al., 2017) In shopping, self-control reflects the shoppers’ capacity of controlling their purchasing behaviors that helps to keep their planned buying list unchanged (Yim, 2017)

2.1.6 Duality approach

The duality approach takes two different processes of human behavior into consideration Specifically, the first process is considered as “unconscious, rapid, automatic, and high capacity” while the second is characterized by “conscious, slow, and deliberative” (Evans, 2008, p 256) Thus, the first process reflects the cognitive aspect of human being while the second process refers to individuals’ affective aspect In other words, the duality approach takes both cognition and affect mental system of individuals into consideration to explain their behavior This approach has been adopted in several studies across different research disciplines

2.2 Overall research model

This study adopted a duality approach to propose the associations among consumers’ shopping value, trust, impulse buying and shopping well-being (Figure 2.1)

Figure 2.1: Overall conceptual model

In order to meet the research objectives, the overall research model are divided into several studies Among them, there were two main studies including the study 1 and study 2 investigating the two sub-models presented in figure 2.2 below:

Figure 2.2: Research models of study 1 and study 2

CHAPTER 3 – STUDY 1: SHOPPING VALUE, TRUST AND ONLINE SHOPPING WELL-BEING: A DUALITY APPROACH

3.1 Research model and hypotheses

Drawing upon the duality approach in the online shopping context, the Figure 1 illustrates these relationships studied in the Study 1

Figure 3.1: Research model of study 1 Based on the research model, this study proposed the following hypotheses: H1 Utilitarian value positively affects cognitive trust

H2 Hedonic value positively affects affective trust

H3 The impact of utilitarian value on affective trust is non-significant H4 The impact of hedonic value on cognitive trust is non-significant H5 Cognitive trust positively affects online shopping well-being

H6 Affective trust positively affects online shopping well-being

H7 Extraversion positively moderates the impact of utilitarian value on cognitive trust

H8 Extraversion positively moderates the impact of hedonic value on affective trust

3.2 Research methods, data analysis and results

A self-administered survey using convenience sampling was conducted in

Ho Chi Minh city The final dataset, including 648 completed questionnaires, was used for further analysis This sample consisted of 65.70% females and 34.30% males Most of the participants were between 25 and 40 years of age, accounting for