ABSTRACT:
nhà cái w88 recent decades has witnessed nhà cái w88 significant increase in a range of online shopping industries. nhà cái w88 E-tailing has influenced how customers purchase in nhà cái w88 market. Several researches highlighted that nhà cái w88 Internet shopping is one of nhà cái w88 most preferences to many people. Associated with this trend, nhà cái w88 online retail market for textiles is very potential in Vietnam. Young Vietnamese customers seem to purchase products such as textiles on nhà cái w88 Internet in a comparison with nhà cái w88 physical stores. nhà cái w88 main purpose of nhà cái w88 research examines which factors impact on Vietnamese consumer behavior to purchase online.
Keywords: Online behavior, Vietnam, purchasing.
Internet shopping issues are getting popular among nhà cái w88 business and researchers. Several studies highlighted that nhà cái w88 Internet shopping has been improving and popular to nhà cái w88 world. It is noteworthy that nhà cái w88 Internet shopping has increased in developing nations and developed counties such as Europe. Specifically, nhà cái w88 value of Internet shopping of UK and France increased by 15.8% and 16.6% respectively (warc.com, 2014). In Asia, nhà cái w88 capacity of Chinese Internet transactions increased from RMB 261 billion in 2009 to 523billion RMB in 2010 (Jun, 2011). Associated with nhà cái w88 global trend, Vietnam is forecasted to be nhà cái w88 potential nation in aspect of online shopping. nhà cái w88 globalization and Internet growth transform nhà cái w88 way Vietnamese doing business.
2. Literature review
2.1. Online decision-making
Internet purchasing behaviour is nhà cái w88 procedure of buying products and services through nhà cái w88 Internet (Moshreft Javadi et al., 2012). Claudia (2012) states that online purchasing process includes three stages such as pre-purchase stage, purchase stage and post-purchase stage. nhà cái w88 online buying process is indicated that nhà cái w88 Internet purchasing behaviour experiences six stages including problem recognition, information search, evaluation, decision-making, purchase and post-purchase.
Furthermore, nhà cái w88 role of customers is highlighted in functional theory and nhà cái w88 functional theory. From nhà cái w88 consumer behavior perceptiveness, trust is nhà cái w88 main issue to forecast nhà cái w88 purchasing behavior. Some debates argue that nhà cái w88 significant difference between online and offline behaviour is individual behaviour (Lee et al., 2002). nhà cái w88 online products also generate some factors including financial or product risk, product variety and information sources.
2.2. E- marketing strategy
nhà cái w88 marketing concept indicates as one driver of Internet purchasing behaviour since it influences nhà cái w88 consumer behaviour transformation. nhà cái w88 marketing paradigm, in turn, transforms itself in online retailing. According to Booms and Bitner (1981), nhà cái w88 4Ps paradigm transforms into 7Ps. In some aspects, Internet could reflect nhà cái w88 marketing aspect. nhà cái w88 new development of IT, technology and computing power are challenging to understand consumer behavior through nhà cái w88 marketing strategy (Robins, 1991). Specifically, previous studies advocate that nhà cái w88 marketing transformation factor generates new ways in reflecting Internet behaviour (Koufaris, 2002).
First and foremast, nhà cái w88 traditional marketing (4Ps) fails to persuade online shoppers since some products could be services or “online product experiences” (Chaffey and Smith, 2008, pp. 49-55). Furthermore, because of nhà cái w88 Internet, nhà cái w88 marketing concept converts into online marketing that optimizes interactive information. From some perspectives, they are revolutionary and worthy of a new characterization into nhà cái w88 e-marketing delta to nhà cái w88 traditional marketing mix (Kalyanam and McIntyre, 2002).
2.3. Factors influence on online shopping behaviour
2.3.1. Product information
While traditional shoppers need to travel to physical stores to gain information about products, cyberspace offers useful information of products (Chailom and Mumi, 2012). Specifically, clear product description and nhà cái w88 consideration of product fit are key elements which customers focus on prior purchasing (Kim & Eom, 2002). Noted by Lim and Dubinsky (2004), Internet sellers should offer clear product information; thus, online customers pay more attention on information needs (Keency, 1999). If customers expectations of product performance increase, nhà cái w88 potential for product performance problem also increases (Bhatnagar et al., 2000). Unless information meets customer anticipation, it will disappoint Internet purchasers (Liu and Guo, 2008).
2.3.2. Product outlook
Consumer behavior is also impacted by nhà cái w88 accuracy of nhà cái w88 products displayed. Varying technology may make it difficult to represent nhà cái w88 true colors or dimensions of a product. This distortion made consumers uneasy about making an online purchase therefore, negatively affecting online shopping behaviour (Eroglu, Machleit & Davis, 2003).
Online products, furthermore, contain potential risks of purchasing and it seems nhà cái w88 main pitfall for Internet shoppers. There are some main pitfalls when customers purchase products online. These issues are derived from product performance risk, which impacts on customer decision (Forsythe and Shi, 2003). As a result, selling online could expand nhà cái w88 risk of buying and it is likely to form a barrier wall between nhà cái w88 sellers and customers. However, nhà cái w88 creation of technology decreases nhà cái w88 risk and to some extent eliminates nhà cái w88 obstacle (Chailom and Mumi, 2012).
2.3.3. Product features
These products that require experiences are not preferred to purchase online. Advocated by Lynch et al. (2001), high touch products are essential to examine before customers purchase. Customers raise awareness of purchasing sensory products through online channels (Goldsmith and Flynn, 2005) since online environment limits in touching and inspecting product features (Comegys et al., 2009). Additionally, nhà cái w88 customers expect nhà cái w88 good quality and expected standards of products which are similar to traditional commerce. However, some authors suggest that product quality is core feature of products which persuade customers to purchase online. As noted by Ahn et al. (2004), those customers tend to find an Internet stores with nhà cái w88 high quality. If nhà cái w88 actual functionality of online products satisfies their expectation, they will prefer online shopping and continue in nhà cái w88 future.
2.3.4. Price comparison
Price is one central factor of nhà cái w88 consumers decision-making process both in online markets and physical stores; nevertheless, Internet retailers offer customers a range of price comparisons. When customers compare different products, online consumers may use price as an indicator of their decision-making (East et al., 2008, p.197). It, additionally, offers more opportunities to customers to examine price from various websites and find nhà cái w88 products with reasonable prices than purchasing from local traditional stores (Lim and Dubinsky, 2004). Customers could figure out price discrimination quickly over nhà cái w88 world since suppliers provide various pricing sites based on different nations (Chaffey, 2004).
2.3.5. Cheap price
nhà cái w88 Internet price is low and competitive, which attracts customer attention because of many reasons. While nhà cái w88 physical stores pay nhà cái w88 overhead cost, rental cost, nhà cái w88 e-stores yield cost saving in maintaining web stores which will transfer to consumers savings (Abramson and Hollingshead, 1999). As online shopping customers are often gained a better deal, they can get nhà cái w88 same product as they buy at store at a lower price (Rox, 2007). It offers more opportunities to customers to examine price from various websites and find nhà cái w88 products with reasonable prices than purchasing from local traditional stores (Lim and Dubinsky, 2004).
2.3.6. Money and time saving
Time and money are factors which motivate customers to shop online. According to Chiang and Dholakia (2003), customers save time and cost when they access to nhà cái w88 Internet to purchase. Specifically, busy purchasers gain saving time instead of travelling to physical stores (Verhoef & Langerak, 2001). Therefore, Internet users are more comfortable to shop online (Smith and Rupp, 2003). Suggested by Morganosky and Cude (2000), time is nhà cái w88 most valuable aspect which impacts on online purchasing behaviour, accounted for 50% of their respondents.
Apart from time, it reduces cost for travelling to physical stores and waiting in traffic jam (Childers et al., 2001). They can purchase products online and they do not go to physical stores (Kotler, 2003). This advantage offers cost savings and economic control, which are considered nhà cái w88 positive relationship with Internet shopping behaviour (Charney and Greenberg, 2001). Contrary, these findings from Khalifa and Limayem's (2003) study highlighted that these variables do not influence significantly on online decision-making.
2.3.7. Availability
Since nhà cái w88 online retailers offer no time limitation and virtual environment, it is suggested that nhà cái w88 purchasing process experienced through nhà cái w88 Internet network (Chailom and Mumi, 2012). Specifically, online stores offer consumers a great deal of products without time limitation (Lim and Dubinsky, 2004). These Internet agencies include search engines and online portals to motivate customers to purchase. Since nhà cái w88 online retailers offer no time limitation and virtual environment, it is suggested that nhà cái w88 purchasing process experienced through nhà cái w88 Internet network (Chailom and Mumi, 2012).
2.3.8. Delivery time
It creates order assembly and transportation costs that are not incurred in traditional retailing (Rosen & Howard, 2000). According to nhà cái w88 Chartered Institute of Marketing (2009), place is to distribute products at right time, right place and convenient to purchasers. Therefore, correct time for delivery could be essential factor of online purchasing behaviour.
2.3.9. Online discount
By leveraging online sales promotion, nhà cái w88 new customers who are not purchasing products before will make their decision for e shopping in short term. Therefore, nhà cái w88 online channel can reach nhà cái w88 new customers utilizing online products (Markkinointi, 2008). Through power of online promotion and discounts, customers will place an item in their cart since those goods are on sale or nhà cái w88 site is offering another type of price promotion, such as a code-based promotion.
nhà cái w88 online customers can gain benefits from web-group purchasing. Since they offer e-voucher and online sales promotions such as discounts or free delivery, it could motivate customers to purchase products. Therefore, online discounts “offered on retailing websites would increase consumers' involvement and interaction with those websites” (Khare, 2012).
2.3.10. Community factor
nhà cái w88 Internet purchasers seem to consult with family members and friends to determine appropriate decisions (Park and Cho, 2012). Customers have non- experience in purchasing online, nhà cái w88 community plays nhà cái w88 important role (Taylor and Todd, 1995). It could be nhà cái w88 groups such as companies, advertising, social media, or relatives, children and friends and personal influence (Verbeke and Vackier, 2005).
Furthermore, as online social network is nhà cái w88 foundation of word of mouth, retailer could optimize this resource. According to Singh and Kaur (2010), nhà cái w88 reflection of celebrities demonstrates public awareness which is on nhà cái w88 behalf of customer viewpoints. Thus, it is vital to analyze which groups such as family, friends, social network and celebrities are nhà cái w88 main divers in online purchasing behavior of clothes in Vietnam.
2.3.11. Website quality
nhà cái w88 web quality is from nhà cái w88 physical evidence which indicates nhà cái w88 ease of utilizing online sites. According to Moorthi (2002), nhà cái w88 demand of physical evidence is quite high in searching products. nhà cái w88 visual presentation of nhà cái w88 e-store is vital to shape customers perceptions (Denis et al., 2004). Web design is consisted of various parts but nhà cái w88 most important factors are presentation quality, style (Constantinides, 2004) which includes animation, sounds effects and clarity and readability of nhà cái w88 text (Madu & Madu, 2002).
2.3.12. Security trust
Vietnamese customers have some concerns regarding security aspect since there is lack of effective legal framework and accurate policy, which protects benefits of online customers. Stated by Koufaris (2004), nhà cái w88 information of customers are probably to be stolen or hacked while transmitting through nhà cái w88 Internet. “If a virtual store is not able to effectively demonstrate its commitment to superior data security technologies, few consumers will feel comfortable entrusting nhà cái w88 virtual store with their sensitive information” (Chen & Tan, 2004, p.78). Consequently, consumers cannot collect money back since nhà cái w88 transaction security is damaged.
2.3.13. Privacy trust
nhà cái w88 customer trust is nhà cái w88 factor determining business participation and also online shopping behavior since it represents nhà cái w88 acceptance of risks such as transaction with e retailers (Reichheld et al., 2000). Furthermore, personal issues could be hacked highly in nhà cái w88 online system. Mosuwe et al. (2004) assumes that because of risk in transaction, it is hard that customers could secure against hackers stealing private information on nhà cái w88 Internet. Thus, using web to carry out transactions, customers face security, encryption, and transactional privacy issues” (Grewal et al., 2004). Those issues are contributing to nhà cái w88 e- trust of customers which influences online purchasing decision.
3. Research methodology and results
It highlighted findings and analysis of nhà cái w88 online survey. nhà cái w88 questionnaires were delivered to 140 customers; however, 81.4% (114 respondents) accomplished nhà cái w88 web survey; 14.2% (20 questionnaires) did not respond and 4% was invalid with errors and typographical problems. nhà cái w88 summary of nhà cái w88 respondents profile was demonstrated in table 3.1. Then, nhà cái w88 descriptive statistics including frequency counting, percentage, mean and standard deviation examines customer demographic factor and general view of online marketing as well as trust aspect. nhà cái w88 Pear correlation was used to examine relationship among independent variables (E-marketing and online trust) and depend variable. nhà cái w88 following table highlights nhà cái w88 respondent profile. (Table 3.1)
nhà cái w88 total of valid 114 respondents participated in nhà cái w88 survey, which can classify into non- online shoppers and online shoppers. Though customer profile is not nhà cái w88 main issue in nhà cái w88 study, demographic data reflect general characteristics of e-customers, which impacts on research findings. nhà cái w88 sample illustrates that more female purchased online than nhà cái w88 number of male (57% and 43% respectively). Broadly speaking, nhà cái w88 age and gender of these online shoppers are based on nhà cái w88 young and female respondents.This section reflected quantitative correlation following statistical table of consumer profile and mean as well as standard deviation of factors. This analysis delivers nhà cái w88 relationship between independent variables and dependent variable. (Table 3.2)
nhà cái w88 target of hypothesis is to interpret nhà cái w88 strength of relationship between two variables (Zou et al., 2003). Specifically, nhà cái w88 correlation among E-marketing aspect (product information, product outlook, product quality, price comparison, cheap price, time and money saving, deliver, online discount, web quality), trust (insecurity trust, privacy trust) and online purchasing intention has been demonstrated in nhà cái w88 table.Based on nhà cái w88 results, product information reveals strong impact on online purchasing intention (0.35) whereas delivery, security trust and privacy trust influence on Internet purchasing negatively (-0.215, -0,389 and -0,202).
nhà cái w88 correlation figure proves that nhà cái w88 more delayed delivery they have, nhà cái w88 less intention these customers purchase online. Furthermore, online marketers should pay attention to online trust since Internet consumers have limitation in physical contact and services. Furthermore, nhà cái w88 insecurity trust and privacy issue impact significantly negative on web quality (-0.598 and -0.315). It indicates that nhà cái w88 results come from web quality service. nhà cái w88 more qualified web improved, nhà cái w88 less insecurity and privacy customers believe in online system. nhà cái w88 negative figure of insecurity trust and privacy trust reflect customers concerning on buying products on nhà cái w88 Internet while these two independent variables are derived from e-marketing aspect (web quality).
4. Conclusion
This study offers nhà cái w88 model of factors which encourage or discourage online purchasing intention. Firstly, it agrees that online marketing is essential to motivate customers to shop online. These factors such as product information, product feature, quality and saving time positively impact on customer intention. One main feature which customers raise awareness on is product features. Similarly, nhà cái w88 study supports that customer expectations of product performance increase; therefore, nhà cái w88 potential for product performance problem also increases. Unless information meets customer anticipation, it will disappoint Internet purchasers. This different result may explain by time nhà cái w88 development for online retailing sector.
Looking precisely at location, recommendation could be offered to online marketing strategy. This research conducted survey in Ho Chi Minh City which has good Internet broadband quality in Vietnam. However, other cities such as Can Tho, Da Nang do not have qualified Internet broadband which may lead to different theories and concepts. From theoretical aspects, future research could mention location as one critical factor of online purchasing behaviour in Vietnam. nhà cái w88 online strategy will be synthesized in this trend. Apart from location determinant, culture concept could be established which is impacted by location. Particularly, people tend to be young and open minded in Ho Chi Minh City, residents are more traditional and conventional in Hanoi where people have dissimilar behaviour as in nhà cái w88 finding part. Therefore, nhà cái w88 future research could collect data in some selected cities where they can make comparisons for online purchasing phenomenon in Vietnam .
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NGHIÊN CỨU CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN HÀNH VI MUA SẮM ONLINE TẠI VIỆT NAM
Ths. Phạm Ngọc Thu Trang
Trường Đại học Ngân hàng Thành phố Hồ Chí Minh
TÓM TẮT:
Những thập kỷ gần đây đã chứng kiến sự gia tăng nhanh chóng trong ngành công nghiệp mua sắm trực tuyến. E-tailing có ảnh hưởng trên thị trường. Một số nghiên cứu nhấn mạnh rằng, xu hướng mua sắm trên Internet là ưu tiên nhất hiện nay, trong đó thị trường bán lẻ hàng may mặc trực tuyến đang rất tiềm năng. Mục đích chính của nghiên cứu là xem xét các yếu tố ảnh hưởng đến hành vi của người tiêu dùng Việt Nam để mua hàng trực tuyến.
Từ khóa: Tiêu dùng trực tuyến, Việt Nam, mua sắm.
Xem tất cả ấn phẩm Các kết quả nghiên cứu khoa học và ứng dụng công nghệ số 5 + 6 tháng 4/2018tại đây
