越南市場線上團購行為之驅動因素

Abstract

Recently, online group buying (OGB) is developing rapidly and impressively in Vietnam as a new type of online shopping. The aim of this report is to investigate the driving factors of Vietnamese customer behaviors toward using OGB services. In this thesis, a quantitative research with the survey questionnaire as a base is applied. This study employed various statistical methods, such as frequencies, reliability test (cronbach’s alpha), validity test (EFA), linear regression to evaluate the relationship among key factors. This paper empirically derives dimensions influence consumer purchasing intention toward OGB and the results describe Technology acceptance model which has been considerably used to predict customer behavior with focus on two important factors: perceived ease of use and perceived usefulness. Supported by literature review, the study extends TAM via adding more external variables, namely service quality and perceived risk which are predicted to have noticeable impact on OGB intention, as previously found in studies of e-commerce and online shopping. In particular, social influence is defined as moderator role in this report. Data collected from 205 valid respondents in Hanoi and Hochiminh were tested against the extended TAM with the application of using SPSS software version 21. The result strongly supported the role of perceived usefulness, perceived ease of use and service quality in predicting users’ intention to adopt OGB and indicated important role of social influence in turning customer intention toward OGB. By contrast, the role of perceived risk is not significant for using OGB. This study not only suggests OGB websites vendors in Vietnam utilizing marketing communication tools to pay attention to the importance of social influence on both OGB intention and perceived ease of use, but also improving personalized service in order to enhance perceived usefulness as well.

Recently, online group buying (OGB) is developing rapidly and impressively in Vietnam as a new type of online shopping. The aim of this report is to investigate the driving factors of Vietnamese customer behaviors toward using OGB services. In this thesis, a quantitative research with the survey questionnaire as a base is applied. This study employed various statistical methods, such as frequencies, reliability test (cronbach’s alpha), validity test (EFA), linear regression to evaluate the relationship among key factors. This paper empirically derives dimensions influence consumer purchasing intention toward OGB and the results describe Technology acceptance model which has been considerably used to predict customer behavior with focus on two important factors: perceived ease of use and perceived usefulness. Supported by literature review, the study extends TAM via adding more external variables, namely service quality and perceived risk which are predicted to have noticeable impact on OGB intention, as previously found in studies of e-commerce and online shopping. In particular, social influence is defined as moderator role in this report. Data collected from 205 valid respondents in Hanoi and Hochiminh were tested against the extended TAM with the application of using SPSS software version 21. The result strongly supported the role of perceived usefulness, perceived ease of use and service quality in predicting users’ intention to adopt OGB and indicated important role of social influence in turning customer intention toward OGB. By contrast, the role of perceived risk is not significant for using OGB. This study not only suggests OGB websites vendors in Vietnam utilizing marketing communication tools to pay attention to the importance of social influence on both OGB intention and perceived ease of use, but also improving personalized service in order to enhance perceived usefulness as well. v