VIETNAM ACADEMY OF SOCIAL SCIENCES
GRADUATE ACADEMY OF SOCIAL SCIENCES

Le Kim Dung

A RESEARCH ON ONLINE PURCHASING BEHAVIOR
OF VIETNAMESE CONSUMERS

Major: Business Administration
Major code: 9 34 01 01

SUMMARY OF DOCTORIAL THESIS
IN BUSINESS ADMINISTRATION

HA NOI - 2020

HÀ NỘI - 2018


The thesis was completed at Graduate Academy of Social Sciences

Academic Supervisor:
1. Assoc.Prof. Dr. Le Huu Anh
2. Dr. Nguyen Binh Giang

Reviewer 1: Assoc.Prof. Dr. Hoang Van Hai
Reviewer 2: Assoc.Prof. Dr. Nguyen Van Thao
Reviewer 3: Assoc.Prof. Dr. Vu Huy Thong

The thesis is defended against Academy-level Examination Board at
Graduate Academy of Social Sciences

development of the Internet. To sustain and develop grow ecommerce business, retailers face challenges not only to attract new
customers, but also to retain existing customers and to find solutions
to customers finding their websites. Thus, the question is how to
exploit the needs of the online retail market in Vietnam? Studying on
shopping behavior of Vietnamese online consumers is essential for
the development of effective online business models at the beginning
of development. Therefore, in order to understand the behavior and
factors affecting online shopping behavior of Vietnamese consumers,
the author chooses a research perspective through understanding
online shopping behavior of the youth by the topic "A Research on
Online Shopping Behavior of Vietnamese Consumers" to identify
and describe the characteristics of Vietnamese consumers in the
online shopping process, as well as identify and analyze the key
factors affecting online shopping behavior of consumers. The


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dissertation's findings contribute to the sciences for the online
shopping process, as well as to bring practical value to businesses in
the strategy of building compatible systems and policies.
2. The purpose and task of the research
2.1. The purpose
On the basis of generalizing and supplementing some
theoretical issues about online shopping behavior, the author clarifies
the analytical framework of the thesis, uses an analytical framework
to describe online shopping behavior of Vietnamese consumers,
factors affecting their online shopping. Then, propose management
implications and recommendations to improve online business
activities in Vietnam.

4.1. Methodology of the thesis
The author uses and combines a system of popular methods
such as analysis, synthesis, and technical methods such as statistics,
description, comparison, evaluation, and interview, sociological
surveys... all to create useful tools to collect the best information for
the thesis. By reviewing published research documents on online
shopping behavior, the author provides basic theoretical and practical
as trends for discussion of the thesis.
4.2. Research methods of the thesis
Preliminary studies are conducted by qualitative and
quantitative research methods. These preliminary studies were
conducted in Hanoi. Qualitative research was conducted through
expert interviews and focus group discussions.
The formal study was also conducted by quantitative research
method by direct interviewing. Official research was conducted in
three major cities: Hanoi, Da Nang and Ho Chi Minh city.


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5. New contributions of the thesis
The study contributes a number of new findings on the online
shopping behavior of Vietnamese consumers. The application of
theories of behavior to the stages of the online shopping decisionmaking process opens up a new research model that exploits the
continual relationship between online information search behavior and
online shopping behavior. The research model of the thesis analyzes the
process of transforming the stages of online consumer behavior. In
addition, the model presents the factors that influence the process of
transforming the stages of online consumer. These factors are the basis
for online retailers to orient their approach to online customers.

OVERVIEW OF RESEARCH WORKS ON ONLINE
SHOPPING BEHAVIOR
1.1. The research works in the world
Rong Li et al. (2007) analyzes the factors influencing online
shopping intention. In particular, the trust has been shown to be an
important factor affecting the purchase intention of Chinese consumers.
In the research model, the trust variable is an intermediary variable
between independent variables such as knowledge of e-commerce,
perceived reputation, perceived risk, perceived ease of use, and
dependent variable intention to buy. Through the research results, the
authors have shown that there is a strong relationship between trust and
purchase intention. And they believe that Chinese online retailers want
to compete with others should consider trust as the first important factor
that needs to be built. Factors as knowledge of e-commerce, perceived
risk, and perceived ease all affect trust. Particularly, perceived reputation
has no effect on trust. The author also explains that because there are
some big websites in the field of shopping in China and they occupy
most of the market share. When Chinese customers do online shopping,


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they mainly go to these websites, so the study of the perceived
reputation factor does not have much influence on trust.
Empirical research on the factors influencing the attitude and
intention of online shopping by consumers in Bankok, Thailand by Ma
Mengli (2011) is a meaningful contribution to online business in this
country. Research results have shown that only three of the five factors
that influence online shopping attitudes are perceived ease of use,
perceived usefulness and trust. Those exclusion factors are individuality

theory model (1991) to study the factors that influence Indian
consumers' intention and online shopping behavior. The results show
that attitudes, subjective standards and capacity to control behavior have
a positive impact on intention, but subjective standards have a negligible
impact on behavioral intention. And as well as the conclusion of Ajzen
(1991), Sita Mihra (2014) also find a positive relationship between
intention and behavior. Attitude is the most important factor influencing
purchasing intentions followed by awareness of ability to control
behavior. Therefore, if marketers create a positive attitude towards
online shopping in mind of consumers, it will lead to higher intention
and ultimately real buying behavior.
Mehrdad Salehi (2012) conducts a research on consumer
buying behavior for online stores in Malaysia. This study is
conducted to identify factors affecting consumers for online
shopping in Malaysia. The study focuses on nine independent
variables: website appearance, quick access, information security,
sitemap, relevance, promotion, attractiveness, trustworthiness and
originality. The findings of the study indicate that the first five
factors that influence consumers on online shopping and security are
the most contributing factors to online shopping.
Mohammad et al. (2012) use a model to examine the impact of
cognitive risks, facilities and return policy on attitudes to online


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shopping and subjective standards, and perceptions of self owners in
specific behavior, creative domains and attitudes about online shopping
behavior. The findings identify financial and non-delivery risks that
negatively affect attitudes to online shopping. The study also shows that

1.2. Domestic research works
Shyh-Hwang Lee and Hoang Thi Bich Ngoc (2010) examines
an integrated model that extends the theory of planning behavior
with an additional factor of trust by investigating intentions of online
shopping behavior for Vietnamese university students. Through the
results of the study, the more trust increases, the more intention leads
to online shopping behavior. With three attitude variables, subjective
norms and perceived control of individual behavior of TPB model,
trust is an important factor in the relationship between attitudes and
intentions of online shopping behaviors.
Researching factors affecting online shopping intention of
customers in Hue city by Duong Thi Hai Phuong (2012) selected the
technology acceptance model (TAM) as the basis. According to the
research results, perceived benefits (PU) is the most important factor
affecting customers' intention to shop online in Hue City. This factor
is constituted by the diversity of goods and services, the convenience
of shopping, the price of goods / services is cheap, informative and
entertaining. In addition, research shows that product attributes,
product information directly impact customers' online shopping
intentions, minimizing risks for customers when shopping online.
In the study of Nguyen Thi Bao Chau & Le Nguyen Xuan Dao
(2014), the belief factors, the variety of goods choices, prices,
website responsiveness, comfort, convenience, factors such as time
risk, product risk, and financial risk affect consumers' online
shopping decisions. Research shows that the comfort factor is the
most important factor in online shopping decisions. The two groups


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online voucher in the city area. Da Nang has overlapping and
complementary components with the previous two studies, perceived
benefits are also measured by five factors: price reduction; product
characteristics;

product

choice;

convenient

shopping;

enjoy

shopping. From there, the author proposes two groups of solutions:
price solutions, and product solutions.
Ha Ngoc Thang & Nguyen Thanh Do (2016) conduct research
Factors affecting online shopping intention of Vietnamese consumers:
an extensive study of planned behavioral theory. The confidence
variables and perceived risks are added by the authors to the DTPB
model to predict consumers' intention to buy online. The study found
that trust, perceived risk, attitudes and perceptions of controlling
consumer behavior influence consumers' online shopping intention.
Meanwhile, the reference group did not affect the intention to buy
online, but the attitudes, beliefs and awareness of behavioral control
positively affected consumers' intention to buy online. Perception of risk
is a factor proven to reduce customers' intention to buy online.

of customer. Measure the influence of trust on intentions in online
shopping. The study has synthesized factors: aesthetic interface,
technology, financial security in online service quality affecting trust
and intention of online shopping. Discover the difference between a
customer base on a trust relationship and an intention to shop online.
1.3. The conclusions from the study review
- Studies have shown a variety of factors that influence
consumer intention - online shopping behavior. However, these
studies: (1) are focused on research in developed countries with
developed infrastructure and economy. Therefore, to provide an
online shopping behavior model suitable for the Vietnamese market,
the above studies have not been met. (2) Lack of research on online


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shopping process in the context that consumers choose between
online shopping and traditional shopping in Vietnam.
- Studies have not yet analyzed in-depth consumer behavior, into
the process of connecting between variables in the online shopping
process. Therefore, it is necessary to integrate more diverse from many
models, other aspects of online consumer behavior research.
Chapter 2
THEORETICAL BASIS AND RESEARCH MODEL
2.1. Overview of online shopping
2.1.1. E-commerce concept
E-commerce is defined as the delivery of goods, services,
information and payments through computer networks or other
electronic devices (Turban et al., 2006).
2.1.2. Online shopping concept

model, behavioral planning (BI) is influenced by attitude (A) and
perceived usefulness (U), while behavioral prediction in TRA model
is influenced by subjective attitude and standards.
2.5.4. Model Buying decision making process
In the field of marketing, Engel, Kollat & Blackwell (1973)
extended Simon's (1978) decision-making model into a model of
Consumer Buying Decision Making, consisting of five steps: (1) The
demand; (2) Search for information; (3) Evaluation of alternatives;
(4) Make a buying decision; (5) Post-purchase behavior.
2.6. Factors affecting online shopping behavior of consumers
+ Group of environmental factors as technological factors;
socio-cultural factors such as information overload, personal
narrowing, security issues and personal information, borders
between housing and work, convenient features at anytime,
anywhere, limited time, ability to meet the expectations of the
demand, self-service mode, a group of smart, stylish customers,


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personalized, easy, multi-channel purchasing trend.
+ Group of factors about personality, characteristics, personal
resources to buying behavior of electronic customers.
+ Group of factors on the source factors to the purchase
behavior of electronic customers such as the cost of money, the cost
of effort spent in the process of electronic purchases and the buying
psychology of electronic customers.
2.11. Adjust the research model in the context of research in
Vietnam
Research gaps need to be supplemented in this study in

chapter 2, in chapter 3, the thesis designs the research process for
submission, presents analytical methods on the state of online
shopping, methods of testing factors affecting online shopping
behavior of Vietnamese consumers.
The author presents a two-stage research method: Preliminary
research and formal research, and the research process of the thesis.
In this section, the author presents two specific research methods:
qualitative and quantitative research. From the results of qualitative
research, the author built a scale to evaluate in detail the factors
affecting online shopping behavior of Vietnamese customers.
Specific criteria in the research model are measured by a 5-level
Likert scale with an evaluation scale from 1 to 5. For categorical
variables such as gender, age, occupation, income,… measured by
nominal or hierarchical scales.
The analysis method is based on three steps: verifying the
reliability of the scale, analyzing the appropriateness of specific criteria
for each variable in the model and analyzing the structural SEM model.
In this chapter, the author also clearly describes the sampling
method and data collection plan, the data analysis method. Research
samples in three areas: Hanoi, Da Nang, and Ho Chi Minh City: The


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number of questionnaires issued was 1.000, collecting 905 votes, but
after screening and removing invalid votes, the survey results were
collected. Suppose only 816 valid votes are used for official analysis.
The size and structure of the research sample is consistent with the
requirements of the study design and ensures the overall
representation. The research results are therefore more likely to

by Cronbach’s Alpha
4.2.2. Test results of reliability of criteria expressed by discovering
factors (EFA)
4.2.3. Test results of criteria presented by positive factor analysis (CFA)
4.3. Results of testing models and research hypotheses
4.3.1. Results of testing the conformity of the research model
4.3.2. Test the research hypotheses H1 to H8
After performing research hypotheses from H1 to H8 using
linear structure model (SEM), we can see:
- H1: Perception of usefulness has a positive relationship with
online information search behavior of Vietnamese consumers (β =
0.112; p 0.05, the
hypothesis H5 is rejected.


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- H6: Search efforts have a negative influence on Vietnamese
consumers' online shopping decisions. Because of p> 0.05, the

decision with a high to low impact level as a sense of ease of use has the
strongest impact on online information search behavior (β = 0.306).
Next is the quality of service influencing online shopping decisions (β =
0.226), convenience of shopping (β = 0.260), and perceived usefulness
(β = 0.112). And the factor of searching online information affects the
online shopping decision is negligible (β = 0.094). These results give us
some theoretical as well as practical implications.
Chapter 5
RESULTS AND DISCUSSION
5.1. Some governance implications for improving the efficiency
of online business
5.1.1. Improve the usefulness for consumers
Improve economic usefulness for consumers; More diverse
products; Update information more timely and accurate.
5.1.2. Improve consumer ease of use
The website needs a nice and easy to use interface; Improve
the simple ordering process; Choose a simple payment process.
5.1.3. Improve the online behavior of searching information of
consumers
5.1.4. Enhance shopping convenience for consumers
Create a mobile version of the site; Investment in building
quality websites; Compress web page loading content; Optimize
images; Policy delivery, return products and good warranty.
5.1.5. Improve the quality of online shopping services for consumers
Customer support, after-sales service, customer care policy;
Develop a return policy, compensation and complaints.
5.1.6. Reduce risk awareness for consumers


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Firstly, although the sample was allocated to the three major
cities of Hanoi, Da Nang and Ho Chi Minh City with a variety of
social sectors but to come to the assessment, conclusions about their
consumer behavior representing consumers to the whole country are
not really convincing.
Second, non-probability sampling with a convenient sampling
method can be difficult to be highly representative (even though it is
controlled by the current regional and work attributes). In addition,
the research is limited to only surveying three main work groups:
students, the business sector, the administrative and non-business


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sector, but not including groups of freelance workers, individual
business households, internal pension and pension,…
Third, the factors influencing online shopping decisions are
constantly changing according to customers' diverse needs and
desires in today's market conditions. Moreover, there may be many
other factors not yet addressed in this topic.
Fourth, for each specific product, the level of influence of
these factors on consumers' online shopping behavior will be
different. This study only investigated a number of products that
consumers like to buy, not specifically investigated why consumers
prefer to buy this item or not like to buy other items? In addition to
the products surveyed, there are many products that can be purchased
online such as milk, pharmaceuticals, sports equipment, health care
tools, ... This is also a research direction to be examined. Look in the
next research to get a more specific look.
CONCLUSION