Tài liệu ôn tập trọn bộ kết thúc môn - Tài liệu tham khảo | Đại học Hoa Sen

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES – INFORMATION TECHNOLOGY
FACULTY OF BUSINESS ADMINISTRATION ---------***-------- GRADUATION PAPER
Major: Business Administration
THE EFFECTS OF E-REVIEW ON ONLINE SHOPPING INTENTION OF iGEN
Student’s name: Nguyen Thi Thuy Thanh ID Number: 18DH480328 Class: KM1803 Course: K24
Instructor: Mr. Dang Quan Tri HCMC, 0 / 7 2022 ACKNOWLEDGEMENTS
I would like to thank many people who have directly and indirectly given their advice,
suggestions, and support me to complete this graduation dissertation. First and foremost, I
would like to thank my lecturer Mr. Nguyen Thanh Luan, who is the first person to open up
and lead me into the world of scientific research. Next, thank you to my supervisor, Mr. Dang
Quan Tri, for discovering and exploding my potential. His invaluable advice and guidance
throughout the various stages of my study did make me grow and glow myself a lot. I also
would like to thank Ho Chi Minh City University of Foreign Languages – Information
Technology (HUFLIT) and the Faculty of Business Administration (FBA) for providing
excel ent courses for me to pursue my study. Final y, I would like to thank my beloved friend,
Mr. Nguyen Phuoc Thanh, for always standing by my side and listening to me whenever I feel
down. Thanks to his big encouragement, I was motivated to go on my own journey and be
more assertive with my decision. ADVISOR’S ASSESSMENT DISSERTATION ASSESSMENT FORM
Name of Student: Nguyen Thi Thuy Thanh ID number: 18DH480328
Title: The effects of e-review on online shopping intention of iGe n
Supervisor’s Name: Dang Quan Tri Starting: Finishing Feb, 2022 : July, 2022 FORMAL PRECONDITIONS Preconditions Assessmen Comments Correct use of language ☑ met
(sentence structure, spelling, ☐ not met punctuation) ☑met
• The dissertation is organized and Table of contents and summary ☐ consistent with the format. not met
Notation and list of sources in
• This report is also proof-read ☑ met carefully and effectively.
accordance with formal rules in ☐ not met the field
Design and layout in accordanc ☑ met with degree programme ☐ not met guidelines EVALUATION OF THE CONTENT PRECONDITIONS ASSESSMENT COMMENTS 1. THEORETICAL ☐ insufficient
The theory used in this report is FRAMEWORK & ACADEMIC ☑ sufficient
appropriate and consistent with th RELEVANCE research context. ☐ insufficient Appropriate method with clear 2. METHOD ☑ sufficient explanation how to use it. ☐ insufficient
Good analysis with evidence from 3. ANALYSIS ☑ sufficient practice. ☐ insufficient Good conclusion and further 4. CONCLUSION ☑ sufficient research 5. USE & CITATION OF ☐ insufficient Appropriate citation SOURCES ☑ sufficient 6. STRUCTURE OF THE ☐ insufficient Good written and full of ARGUMENT ☑ sufficient
motivation to give justification for argument. 7. COMPOSITION & STYLE ☐ insufficient Clear. ☑ sufficient Other comments: Date: July 17th, 2022
Name and signature of the examiner ABSTRACT
Nobody can deny that online shopping is growing and becoming a new consumption
trend in Vietnam. In addition, iGen or Generation Z, who were born between late 1995 and
early 2010, are expected to become potential consumers for this market in the future. Besides,
e-review has become a primary source of product information and an important influence on
customers’ online shopping intention. The effects of e-review on customer behavior have
recently gained significant academic attention. Therefore, there is a need to provide a review
of such effects. This paper, thus, aims to investigate customers’ online shopping intention of
iGen by fol owing an inductive and more differentiated approach. By examining the link
between e-review and customers’ online shopping intention through e-satisfaction, results
help to gain a broader understanding of th
e effects of e-review on online shopping intention
of iGen. E-review is categorized into 3 specific variables in this study, namely valence, the
quantity of e-review, and quality of e-review. The conceptual framework of this study was
tested using data gathered from the online questionnaires directed to a total sample of 222
iGen located in Ho Chi Minh city and was then analyzed using the PLS-SEM approach. The
investigation produces three findings: (1) the valence has a positive effect on e-satisfaction,
(2) e-satisfaction general y increases with the high-quality of e-review but the quantity of e-
review does not necessarily affect customers’ e-satisfaction, (3) customers’ online shopping
intention is strongly affected by e-satisfaction given in e-commerce platform context. The
research contributes novel insights into iGen’s online shopping behavior and provides
important managerial implications that are of interest to iGen, online store owners, and e- commerce platforms. Keywords: e-WOM; e-revie ;
w review valence; quantity of e-review; quality of e-
review, e-satisfaction; online shopping intention LIST OF TABLES
Table 1.1 The Mapping of E-commerce in Vietnam ................................................................ 4
Table 2.1 Previous research about e-review ........................................................................... 12
Table 4.1 Questionnaire structures ......................................................................................... 21
Table 4.2 Respondents’ profile ............................................................................................... 25
Table 4.3 Overview of measurement model quality ............................................................... 27
Table 4.4 Outer loadings of the measurement model ............................................................. 28
Table 4.5 Fornel -Lacker’s criterion ....................................................................................... 29
Table 4.6 Cross-loadings ........................................................................................................ 30
Table 4.7 HTMT ratio ............................................................................................................. 31
Table 4.8 Hypothesis testing results ....................................................................................... 32 LIST OF FIGURES
Figure 3.1 Research model ..................................................................................................... 18
Figure 4.1 Research process ................................................................................................... 18 LIST OF ABBREVIATION ANOVA : Analysis of Variance AVE : Average Variance Extracted CMB : Common Method Bias e-WOM : e-Word of Mouth GCT : Generation Cohort Theory GDP : Gross domestic product HTMT : Heterotrait-Monotrait PLS-SEM :
The Partial Least Squares-Structural Equation Modeling TPB : Theory of Planned Behavior VECOM :
Vietnam E-Commerce Association WOM : Word of Mouth TABLE OF CONTENT
CHAPTER 1. INTRODUCTION ............................................................................................. 1
1.1. Background of the study ................................................................................................. 1
1.1.1. Online shopping overview in recent years (Covid-19) ............................................ 1
1.1.2. Online shopping in Vietnam .................................................................................... 3
1.1.3. iGen .......................................................................................................................... 4
1.1.4. Online shopping and iGen ........................................................................................ 5
1.2. Problem statement .......................................................................................................... 5
1.3. Research gaps, research questions, and objectives......................................................... 6
1.3.1. Research gaps ........................................................................................................... 6
1.3.2. Objectives ................................................................................................................. 7
1.3.3. Research questions ................................................................................................... 7
1.4. Scope of study ................................................................................................................ 7
1.5. Significant of study ......................................................................................................... 8
1.5.1. Theoretical contributions ......................................................................................... 8
1.5.2. Managerial contributions ......................................................................................... 8
1.5.3. Social contributions .................................................................................................. 8
CHAPTER 2. LITERATURE REVIEW .................................................................................. 9
2.1. E-review ......................................................................................................................... 9
2.2. Valence ......................................................................................................................... 13
2.3. Quantity of e-review ..................................................................................................... 13
2.4. Quality of e-review ....................................................................................................... 14
2.5. E-satisfaction ................................................................................................................ 15
2.6. Online shopping intention ............................................................................................ 16
CHAPTER 3. RESEARCH MODEL AND HYPOTHESES DEVELOPMENT .................. 17
3.1. E-review and E-satisfaction .......................................................................................... 17
3.2. E-satisfaction and Online Shopping Intention .............................................................. 17
3.3. Research proposal ......................................................................................................... 18
CHAPTER 4. RESEARCH METHODOLOGY .................................................................... 19
4.1. Research design ............................................................................................................ 19
4.2. Sampling method .......................................................................................................... 20
4.3. Sample size ................................................................................................................... 20
4.4. Questionnaire design .................................................................................................... 20
4.5. Research process .......................................................................................................... 23
4.6. Data analysis techniques............................................................................................... 24
4.7. Profile of respondents ................................................................................................... 25
4.8. Common method bias (CMB) ...................................................................................... 26
4.9. Assessing the outer measurement model ...................................................................... 26
CHAPTER 5. DISCUSSION AND IMPLICATION ............................................................. 33
5.1. Discussion ..................................................................................................................... 33
5.2. Implications .................................................................................................................. 35
5.2.1. Theoretical implications ......................................................................................... 35
5.2.2. Managerial implications ......................................................................................... 35
5.3. Conclusion and limitations ........................................................................................... 37
REFERENCES ....................................................................................................................... 39
APPENDICES ........................................................................................................................ 53
Questionnaire (English version) .......................................................................................... 53
Questionnaire (Vietnamese version) ................................................................................... 59 CHAPTER 1. INTRODUCTION 1.1. Background of the study
In the past, the practice of Word of Mouth (WOM) as the medium of reference is widely
practiced by customers. WOM has grown as a result of the development of the Internet,
enabling people to more quickly access the thoughts, views, assessments, and experiences of
others (Sen & Lerman, 2007). It consequently created more chances for acquiring and
disseminating product information. People no longer only utilize physical modes of
communication to exchange information; rather, they also use online forums, chat rooms,
blogs, online reviews, and newsgroups (Fei, 2011). However, there is now more information
than ever before that may affect and aid in customer decision-making.
In today's modern world, there is more advanced WOM that the customer can refer to
before making a purchasing decision known as e-Word of Mouth (e-WOM). eWOM is an
internet-based development in which the delivery of reviews takes place on the Internet
(Belarmino & Koh, 2018). The e-WOM is the electronic type of WOM that has more wide
coverage rather than WOM. The quick rise and widespread expansion of virtual communities
has given rise to a new sort of e-WOM, also known as e-review. According to research, e-
review is one of the most common and vital types of e-WOM. (Purnawirawan et al., 2012;
Sen & Lerman, 2007). Research from Nielsen revealed that 61% of customers read e-review
before making a purchase decision (Nielsen, 2012). It is also estimated that 69% of customers
place equal weight on e-reviews and personal recommendations (Myles Anderson, 2011).
Considering the significance of e-review, this study examines its impacts and the
relationship with e-satisfaction on the o
nline shopping intention of iGen.
1.1.1. Online shopping overview in recent years (Covid-19)
Online shopping is increasing day by day, characterized by strong customer demand
and the increasing type of available goods (Tolstoy et al., 2021). With the advancement of
modern technology, the online market is growing considerably. People nowadays prefer
online shopping because it saves time, energy, and money. Due to the blessing of the Internet
that online shopping has made its debut which also affects the common citizens for online
shopping (PermataBank, 2021). Online shopping is growing so fast that the global online 1
shopping market size nearly hit 4 tril ion in 2020. It is estimated that in 2023, eCommerce
retail purchases are expected to rise from 14.1% to 22% (Optinmonster, 2022).
Throughout history, disease outbreaks and pandemics have shaped politics, altered
societies, affected personal relationships, and changed world paradigms (Snowden, 2019). The
Coronavirus (Covid-19) pandemic has already heavily influenced the way we live. As
governments try to minimize the spread of the pandemic, several lockdown restrictions have
been imposed that directly affect the way people and businesses operate. One of the sudden
changes imposed by lockdowns is a higher use of various digital technologies such as internet-
based services for communicating, interacting, and working from home (De’ et al., 2020).
Customers have been more inclined to change their preferences and behavioral patterns such
as shifting to online shopping and alternative pickup and delivery options (De’ et al., 2020).
Due to the extraordinary containment measures, some customers for instance have had
to move to online shopping, home deliveries, or cashless payment, which they never
considered before (Pantano et al., 2020). The Covid-19 pandemic impacts the whole - e
commerce of the world. It has changed the nature of business. According to research, 52% of
customers avoiding to go brick and mortar shopping and crowded areas (Khan et al., 2020).
Furthermore, 36% avoiding brick and mortar shopping until they get the Covid-19 vaccine (Tibay, 2021). Covi -
d 19 pandemic affects differentl
y on different nature of products. It means
the impact of Covid-19 on several products is very high and on some products less impact
(Andrienko, 2020). People now avoid going out, keep their social distance, buy from home,
and work from home. The overall sale of e-commerce increases because of this virus such as
Walmart’s grocery e-commerce increased by 74% (Troy, 2020).
The emergence of special circumstances due to Covid-19 has created unique conditions
where users do not have the time to go through the usual decision-making process of
technology adoption, initial use, and post-adoptive use phases as defined by (Snowden, 2019).
Transitioning between various stages happens more rapidly and often under different levels
of social isolation, where customers do not have the same access to information resources
when making decisions (Raza et al., 2021). Therefore, a question arises about how and to what
extent e-review affects customers' online shopping intention. Moreover, it is important to 2