CHAPTER 6: RESULTS AND CONCLUSION
6.3 Limitation and further research
The study presented in this paper also has some limitations that call for future research. First this research was conducted in Hanoi and Hochiminh city only; was not representing the wide variety of customers, it only focused on young people, office staff with high education level (mostly got bachelor degree). Also, in process of EFA analysis, some variables measured factors were
68 removed due to the small factor loading (smaller than 0.5). It caused the number of variables of each factor reduced significantly. As a result, they may not be used to measure that factor accurately. Thus, researchers may consider the more appropriate variables and do the pilot survey carefully to get the response from respondents more accurately.
Besides, although this study used two phases to investigate the customer attitude and behavioral intention toward OGB, the actual online group-buying behavior, it may become another topic, resulting in the correlation between attitude and intention. We suggest future researches study the effect of TAM model, OGB attitude, and OGB intention to actual OGB behaviors in Vietnam.
Moreover, although the author already extended the original TAM model in this study, some other factors that influence Vietnamese consumers’ OGB intentions (e.g. culture influence, personal innovativeness, trust, product type, shopping orientation and so on) have not yet investigated which future studies could include. In addition, this study took an approach from the customer point of view in the relationship between supply from group buying sites and customers. It may be interesting to conduct another research with the approach from the OGB vendors’ point of view as well to see how much the difference on the relationship strength between the two approaches and if the research model is also valid from the group buying sites point of view.
Besides, from the result, social influence appears to be able to lead to both positive and negative outcomes when it affects the relationship between perceived ease of use and OGB intention, between service quality and OGB intention. Moreover, Min Zhao & Jinhong Xie (2011) found that recommendations from much closer others likely affect near-future preferences more than those from distant others; whereas recommendations from distant others are more effective in changing distant-future preferences than those from close others. Therefore, future research will
be able to develop further the contributions or make the role of social influence more clear, in specific case when the customers approach negative or positive comments or recommendations or consider the effect of near or distant future effect of social influence.
Finally, the author conducted the survey in Vietnam, a collectivistic society. This means Vietnamese have a close long-term commitment to the “member” group. Thus it would be interesting if a future research explored the influence of cultural influence, especially from the social and psychological perspective on group-buying participation.
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APPENDIX A –ENGLISH QUESTIONNARIE
EXPLORING DRIVING FACTORS OF ONLINE GROUP BUYING INTENTION IN VIETNAM
The purpose of this survey is to understand the online grouping buying behavior in Vietnam. We assure that all information gathered from you will be used for academic research, not for commercial purpose. If you have any question, please do not hesitate to contact me by e-mail ([email protected]).
Thank you very much for your corporation!
Nguyen Thanh Phuong
National Chiao Tung University GMBA
Thesis Supervisor: Professor Yingchan Edwin Tang
*OGB refers to the online group buying
A. Online Group Buying
1. Have you ever used the OGB services?
Yes (Please continue the questionnaire)
No (Please refer to questions of Part B and Part C)
2. Which the OGB services have you used?(You can choose more than one option)
nhommua.com 3. How frequently do you use the OGB services?
Everyday
2 -3 times/a week
Once/a week
Once/a month
Less than once time/month
4. How frequently do you purchase products from OGB websites?
1 time or above/ week
1 time/ month
Less than 1 time/a month
5. What kind of products do you usually buy in OGB?
78 (You can choose more than one option)
Cosmetics
Healthcare/beauty
Electronic appliance
Home facilities
Books & stationery
Restaurant (food/drink)
Clothes & accessories
Shoes and jewelry
Training courses
Travelling package Toy & baby’s stuffs
Others B. Statement toward OGB
There are five options for each question to show how far do you agree or disagree with each of the following statement. Please circle one answer for each statement.
1 2 3 4 5
Strongly Disagree Disagree Neutral Agree Strongly Agree
6. Using OGB would enable me to accomplish shopping and information seeking more quickly than using traditional stores.
7. Using OGB would improve my shopping performance (e.g: save time, get the best deal; find more information about a product).
8. Using OGB would enhance my effectiveness in shopping (e.g: save money)
9. Overall I find OGB useful for my shopping activities.
1
11. My interaction with OGB is clear and understandable.
12. Interacting with OGB does not require a lot of my mental effort.
13. Overall I find OGB is easy to use. 14. The information provided by OGB websites is accurate.
15. OGB websites quickly deliver what I order.
16. The quality of the product I received is the same as what shown on the websites.
17. Payment method in OGB is simple and convenient for customers.
18. It is easy to return product after purchasing if it is not appropriate or defective.
19. Family and friends think that using OGB to buy products is a good idea.
20. When I use OGB to buy a product, my family and friend’s opinions are 1
important to me.
21. When I use OGB to buy a product, I am influenced by comments &
recommendations posted on OGB website.
22. When I use OGB to buy a product, I am influenced by comments, recommendations posted on social network websites (Facebook, blog etc.) and that posted on group discussion.
23. When I use OGB to buy a product, I am influenced by the number of people who bought the product.
1
24. When transaction error occurs, I worry that I can lose my money.
25. I am worried that product quality may not meet my expectations.
26. Using OGB is not secured (insecurity of financial transactions).
27. Using OGB can put my personal information at risk.
28. I am worried that I cannot return or exchange the product if it is faulty.
1 29. The idea of using OGB to buy a product or service is appealing.
30. I prefer to use OGB for my shopping. 32. It is likely that I will try to use OGB to purchase products in near future.
33. It is likely that I will continue to use OGB to purchase products in near future.
80 APPENDIX B: VIETNAMESE QUESTIONNARIE
KHẢO SÁT CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN Ý ĐỊNH MUA SẮM TRÊN CÁC TRANG
National Chiao Tung University, GMBA
Giáo sư hướng dẫn: Professor Yingchan Edwin Tang PHẦN 1: MUA HÀNG TRỰC TUYẾN THEO NHÓM
1 lần/1 tháng
82 15. Các trang MHTN cung cấp dịch vụ giao hàng nhanh chóng.
16. Chất lượng của sản phẩm cung cấp bởi trang MHTN giống như những gì
36. Tình trạng hôn nhân Độc thân Đã kết hôn
Khác
37. Độ tuổi 20 tuổi hoặc ít hơn 21-30 31-45 Trên 45
38. Trình độ học vấn Tốt nghiệp PTTH Cao đẳng Cử nhân đại học Thạc sĩ hoặc hơn 39. Nghề nghiệp Học sinh, sinh
viên
Nhân viên Quản lý hoặc hơn Nghề nghiệp khác
40. Thu nhập hàng tháng 5 triệu hoặc ít hơn 6-9 triệu 10-14 triệu 15 triệu hoặc hơn
84 APPENDIX C: MULTIPLE LINEAR REGRESSION ASSUMPTION TESTING
RESULTS
Figure 20: Histogram of OGB attitude variable
Figure 21: Normal P-P Plot of regression standardized residual for OGB attitude
Figure 22: Histogram of OGB intention variable
Figure 23: Normal P-P Plot of regression standardized residual for OGB intention
86
B/ INTERNAL PROJECT: Preparing business plan for CRM Team set‐up
88 Ranked the top 4 in the class
Feb 2012 Feb 2012: KPS – Certificate of Project Management Professional
Languages
Mother tongue: Vietnamese
English: Fluently
Chinese: Basic
Other skills
Fast and effective Internet research skills
Good command of Microsoft Office™ tools (Word™, Excel™, PowerPoint™)
Excellent presentation and persuasion skills
Attributes:
Excellent teamwork spirit
Global market analysis
Highly organized and adapt at multi‐tasking
Analytical, result‐ oriented, make‐it‐happen type of people
Enthusiastic, open – minded and hardworking
Positive attitude, enthusiasm, detail‐ orientation