Thông tin tài liệu
FACTORS AFFECTING THE CUSTOMER’S PURCHASE INTENTION - THE
CASE OF ONLINE GROUPON (ONLINE PURCHASING GROUP) IN HCMC
In Partial Fulfillment of the Requirements of the Degree of
MASTER OF BUSINESS ADMINISTRATION
In International Business
By
Mr. Lu Van Phan Nho
ID: MBA04025
International University - Vietnam National University HCMC
September 2013
FACTORS AFFECTING THE CUSTOMER’S INTENTION - THE CASE OF
ONLINE GROUPON (ONLINE PURCHASING GROUP) IN HCMC
In Partial Fulfillment of the Requirements of the Degree of
MASTER OF BUSINESS ADMINISTRATION
In International Business
by
Mr. Lu Van Phan Nho
ID: MBA04025
International University - Vietnam National University HCMC
September 2013
Under the guidance and approval of the committee, and approved by all its members, this
thesis has been accepted in partial fulfillment of the requirements for the degree.
Approved:
---------------------------------------------Chairperson
--------------------------------------------Advisor: Dr. Ho Nhut Quang
---------------------------------------------Committee member
--------------------------------------------Committee member
---------------------------------------------Committee member
--------------------------------------------Committee member
Acknowledge
This study would not have been completed without the kind guidance and the
support of my supervisor, my family and friends.
First of all, I would like to express my profound gratitude and appreciation to my
supervisor Dr. Ho Nhut Quang for his valuable guidance, advices and recommendations
throughout this research. Thank you for your kind support every time I am in need for
consultation.
I would like to express my great appreciation to all the teachers of the Master’s
program in the International University, who imparted their knowledge and experience to
me during the past two years.
I would like to give special thanks to my beloved family which has been my
inspiration throughout the past time and always been the endless source of joy in my life.
It is also my pleasure to have the opportunity to study with classmates from
MBAIU04 who have shared with me their impressive knowledge and skills during the
challenging courses of the MBA program.
Finally, I would like to thank the members of the Examination Committee for
taking time and giving valuable comments so that I could improve this thesis.
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Plagiarism Statements
I would like to declare that, apart from the acknowledged references, this thesis
either does not use language, ideas, or other original material from anyone; or has not been
previously submitted to any other educational and research programs or institutions. I fully
understand that any writings in this thesis contradicted to the above statement will
automatically lead to the rejection from the MBA program at the International University
– Vietnam National University Ho Chi Minh City.
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Copyright Statement
This copy of the thesis has been supplied on condition that anyone who consults
it is understood to recognize that its copyright rests with its author and that no quotation
from the thesis and no information derived from it may be published without the author’s
prior consent.
© Lu Van Phan Nho/MBA04025/2011-2013
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Table of Contents
Chapter One – Introduction ............................................................................................ 1
1.1.
Research Backgroud .......................................................................................... 2
1.2.
Problems Of Research ....................................................................................... 5
1.3.
Research Questions ............................................................................................ 6
1.4.
Research Objectives ........................................................................................... 6
1.4.1.
General objectives ........................................................................................ 6
1.4.2.
Specific objectives ........................................................................................ 6
1.5.
Research Scopes and Limitations ..................................................................... 7
1.6.
Significant Of Research ..................................................................................... 7
1.7.
Structure of Research ........................................................................................ 7
Chapter Two: Literature Review ................................................................................... 9
2.1.
Previous Research ............................................................................................ 10
2.1.1.
Charles Dennis, Bill Merrilees, ChanakaJayawardhena, Len Tiu
Wright’s model .......................................................................................................... 10
2.1.2.
Philip K.Hellier-Gus, M. Geursen-Rodney A. Carr-John A.Rickard’s
model
11
2.2.
Chen And Dubinsky’s Model .......................................................................... 12
2.3.
Conceptual Model of Thesis ............................................................................ 12
2.4.
Related Concepts .............................................................................................. 14
2.4.1.
Purchasing intention.................................................................................. 14
2.4.2.
Perceived customer value........................................................................... 14
2.4.3.
Easy to Use The Website. ........................................................................... 17
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2.4.4.
Customer Service........................................................................................ 18
Chapter 3 Research Methodology ................................................................................. 19
3.1.
Research Methodology ..................................................................................... 20
3.1.1.
Research frameworks................................................................................. 21
3.2.
Qualitative Research Methods ........................................................................ 21
3.3.
Quantitative Research Methods ...................................................................... 22
3.3.1.
Questionnaire design ................................................................................. 22
3.3.2.
Measures..................................................................................................... 22
3.3.3.
Sampling design ......................................................................................... 23
3.4.
Data Analysis Techniques................................................................................ 23
3.4.1.
Descriptive statistics ................................................................................... 24
3.4.2.
Reliability tests............................................................................................ 24
3.4.3.
Exploratory factor analysis........................................................................ 24
3.4.4.
Correlation testing...................................................................................... 26
3.4.5.
Regression analysis. ................................................................................... 26
3.4.6.
Path analysis .............................................................................................. 29
Chapter Four: Data Analysis and Finding .................................................................. 31
4.1.
Profile of Sample .............................................................................................. 32
4.2.
Characteristics of Sample ................................................................................ 32
4.2.1.
Gender ........................................................................................................ 32
4.2.2.
Age .............................................................................................................. 33
4.2.3.
Experience of online shopping .................................................................. 33
4.2.4.
Highest education ...................................................................................... 34
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4.2.5.
4.3.
Monthly income.......................................................................................... 34
Descriptive Statistics ........................................................................................ 35
4.3.1.
Valence of Experience ............................................................................... 35
4.3.2.
Trust ............................................................................................................ 36
4.3.3.
Product Price .............................................................................................. 37
4.3.4.
Perceived Product Quality ......................................................................... 37
4.3.5.
Perceived Customer Value ......................................................................... 38
4.3.6.
Websites Brand ........................................................................................... 38
4.3.7.
Customer Intention .................................................................................... 39
4.4.
Reliability Tests ................................................................................................ 39
4.4.1.
Valence of Experience ............................................................................... 39
4.4.2.
Trust ............................................................................................................ 40
4.4.3.
Product Price .............................................................................................. 41
4.4.4.
Perceived Product Quality ......................................................................... 42
4.4.5.
Perceived Customer Value ......................................................................... 43
4.4.6.
Website Brand ............................................................................................ 44
4.5.
Exploratory Factor Analysis (EFA)................................................................ 45
4.5.1.
Exploratory factor analysis for independent variables (IDVs) ................ 46
4.5.2.
Exploratory factor analysis for Perceived Customer Value ..................... 49
4.6.
Revision of Research Model And Hypotheses ............................................... 50
4.7.
Reliability Tests After Exploratory Factor Analysis .................................... 51
4.7.1.
Reliability test for Trust & Perceived Quality after EFA ......................... 51
4.7.2.
Reliability test for Product Price after EFA .............................................. 52
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4.7.3.
Reliability test for Easy to Use Website after EFA ................................... 52
4.7.4.
Reliability test for Customer Services after EFA ...................................... 53
4.7.5.
Reliability test for Website Brand after EFA ............................................ 53
4.7.6.
Reliability test for Perceived Customer Value after EFA......................... 54
4.8.
Correlation Testing .......................................................................................... 55
4.9.
Regression Analysis .......................................................................................... 57
4.9.1.
Linear regression of Model 1..................................................................... 57
4.9.2.
Linear Regression of Model 2 ................................................................... 59
4.9.3.
Linear regression of Model 3..................................................................... 61
4.10. Hypotheses Testing Result ............................................................................... 63
4.11. Relationship between Independent and Dependent Variables .................... 64
4.12. Path Analysis .................................................................................................... 64
Chapter 5: Conclusions and Recommendation ............................................................ 66
5.1.
Summary ........................................................................................................... 67
5.2.
Conclusion ......................................................................................................... 67
5.2.1.
Easy to Use Website ................................................................................... 69
5.2.2.
Customer Service........................................................................................ 69
5.2.3.
Trust and Perceived Product Quality ........................................................ 69
5.2.4.
Perceived Price ........................................................................................... 70
5.2.5.
Perceived Customer Value ......................................................................... 71
5.2.6.
Website Brand ............................................................................................ 71
5.2.7.
Purchase Intention ..................................................................................... 71
5.3.
Limitation And Recommendation For Future Research.............................. 72
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Appendix 1: The Questionnaires ................................................................................... 76
Appendix 2 – Exploratory Factor Analysis .................................................................. 79
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List of figures
Figure 1: Definition of group online purchasing ................................................................ 3
Figure 2: Statistics of Sales ................................................................................................. 4
Figure 3: Statistics of Sales 2 .............................................................................................. 4
Figure 4: Charles Dennis, Bill Merrilees, ChanakaJayawardhena, Len Tiu Wright’s
model................................................................................................................................. 10
Figure 5: Philip K.Hellier-Gus, M. Geursen-Rodney A. Carr-John A.Rickard’s model .. 11
Figure 6: Chen and Dubinsky’s model ............................................................................. 12
Figure 7: Conceptual model .............................................................................................. 13
Figure 8: Research frameworks ........................................................................................ 21
Figure 9: Percent of accept or reject questionnaires. ........................................................ 32
Figure 10: Revised Conceptual Research Model .............................................................. 50
Figure 11: Diagram of relationship between independents and dependent variable ........ 64
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List of table
Table 1: Interpreting Strength of Path Coefficients .......................................................... 30
Table 2: Frequency of gender ........................................................................................... 32
Table 3: Frequency of age................................................................................................. 33
Table 4: Frequency table of experience of online shopping ............................................. 33
Table 5: Frequency table of highest education ................................................................. 34
Table 6: Frequency table of monthly income ................................................................... 34
Table 7: Descriptive statistics of Valence of experience .................................................. 35
Table 8: Descriptive statistics of Trust ............................................................................. 36
Table 9: Descriptive statistics of Product Price ................................................................ 37
Table 10: Descriptive statistics of Perceived Product Quality.......................................... 37
Table 11: Descriptive statistics of Perceived Customer Value ......................................... 38
Table 12: Descriptive statistics of Website Brand ............................................................ 38
Table 13: Descriptive statistics of Customer Intention ..................................................... 39
Table 14: 4.4. Reliability Test of Valence of Experience .............................................. 39
Table 15: Reliability test of Trust first time...................................................................... 40
Table 16: Reliability test of Trust second time ................................................................. 41
Table 17: Reliability test of Product Price ........................................................................ 41
Table 18: Reliability test of Perceived Product Quality ................................................... 42
Table 19: Reliability test of Perceived Customer Value first time ................................... 43
Table 20: Reliability test of Perceived Customer Value second time .............................. 44
Table 21: Reliability test of Website Brand first time ...................................................... 44
Table 22: Reliability test of Website Brand second time ................................................. 45
Table 23: KMO and Bartlett's Test for IDVs .................................................................... 46
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Table 24: Total Variance Explained for IDVs .................................................................. 46
Table 25: Rotated Component Matrix of IDVs ................................................................ 47
Table 26: KMO and Bartlett's Test ................................................................................... 49
Table 27: Total Variance Explained of PCV .................................................................... 49
Table 28: Rotated Component Matrix .............................................................................. 49
Table 29: Reliability Test of Trust & Perceived Quality after EFA ................................. 51
Table 30: Reliability test of Product Price after EFA ....................................................... 52
Table 31: Reliability test of Easy to Use Website after EFA ........................................... 52
Table 32: Reliability test of Customer Services after EFA............................................... 53
Table 33: Reliability test of Website Brand after EFA ..................................................... 53
Table 34: Reliability test of Perceived Customer Value after EFA .................................. 54
Table 35: Pearson's Correlation Coefficient of four independent variables and PCV...... 55
Table 36: Pearson's Correlation Coefficient of WB and PCV with PI ............................. 56
Table 37: Independent and dependent variables of three models ..................................... 57
Table 38: Model Summary and ANOVA table of Model 1.............................................. 57
Table 39: Coefficients for first model............................................................................... 58
Table 40: Model Summary and ANOVA table of model 2 .............................................. 59
Table 41: Coefficients for second model .......................................................................... 60
Table 42: Model Summary and ANOVA table of Model 3............................................. 61
Table 43: Coefficients for Third model ............................................................................ 62
Table 44: Hypotheses Testing Result ............................................................................... 63
Table 45: Direct, Indirect, and Total Causal Effects ........................................................ 65
Table 46: Final results ....................................................................................................... 68
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Abstract
Starting from a simple business concept, group online purchasing has become a
successful business model and expanded worldwide. A number of researches in this topic
have been conducted in various countries however only few studies have been made in this
field for Vietnamese groupon websites.
This research aims to identify factors affecting customer’s purchasing intention for
the case of online groupon (online purchasing group) in Ho Chi Minh City when they buy
a product or service via Groupon Website.
The literature review comprises of theoretical framework for the research model,
the measurement of five factors mentioned in the model, and questionnaires for the study
of customer’s purchasing intention though Groupon websites.
After data were collected, SPSS software was used for analyzing the primary data.
The results showed that the following factors Easy-to-Use Website, Trust and Perceived
Product Quality, Customer Service, Product Price, Website Brand and Perceived Customer
Value have positive impact on Customer’s Purchase Intention.
Although there are still limitations in terms of this study, the author hopes that the
research findings could be a useful source of reference for managers of Groupon websites
when they want to improve service quality and increase Customer Perceived Value.
Keywords: Online Purchasing Group or Groupon, Customer Purchase Intention,
SPSS, Easy to Use Website, Customer Services, Trust, Perceived Price, Perceived Product
Quality, Valence of Experience, Website Brand, and Perceived Customer Value.
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Chapter One – Introduction
The first chapter provides an introduction on the current research and
comprises of 9 sections. Research background, rationale of research, research
problem
as well as research question, objectives, methodology, scopes and
limitations, significance of research and structure are presented in this chapter.
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1.1. Research Backgroud
Generally understood as “Groupon = Group + Coupon”, the Groupon is a win-winwin model. Not only online shopping companies/groups are benefited from the Groupon
model, but vendors/supplier/producers and customers (who sell the good or service to the
online shopping companies/groups) also do. Specifically, customers have the opportunity
to buy goods and service at a lower price, approximately 10% to 60% lower as compared
to normal price. Vendors/suppliers/producers can take advantage of the chance to approach
and attract more customers with less expense as compared to other traditional selling
channels. The time duration for selling goods are significantly reduced due to the
stimulated demand over a short time. Online shopping companies could make profit by
grouping the online purchasing of goods and services at dealed discount rate. For example,
for a 55% discount rate product, Groupons earn 5%, and the rest 50% for the customers.
Although the profit margin is low for each deal, Groupons could generate high profit thanks
to the high number of deals made.
Most promotion campaigns are offered in certain periods of time, therefore they
create high attraction and spread. Under the pressure of quantity, customers have to gather
in groups to be able to buy that goods or services.
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Supplier
products
and
services
Website
(advertise
and sell
coupon)
Price of
products or
services ⬇
40 – 90% %
Group of
consumer
s
Figure 1: Definition of group online purchasing
Thanks to recent aggressive development of informatics technology and social
network as well as the introduction of smart mobile devices and most importantly, ecommerce, customers are getting familiar with and fond of online shopping.
According to a recent study of website dealcuatui.com currently there are
approximately more than 100 website offering online Groupon and over 14 websites
gathering deals from offering Groupon service shopping in Vietnam. This reflects the
development potential of Groupon market in the country. Hence, it is important for online
shopping groups to have a deep understanding about the factors influencing the online
buying intention of customers, for example brand of online purchasing groups, type of
product, variety of products, price, delivery policy, method of payment, guarantee policy,
website design to name just a few. Especially in the context of current downturn of many
online purchasing groups, the development suggestion basing on empirical findings from
this study is expected to contribute to the understanding of this market and support for
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operation and management decisions to attract more customers and increase sales for some
online purchasing groups in Ho Chi Minh City.
According to the recent survey made by the website dealcuatui.com, there are 15
most popular Groupon websites on the market, among them are nhommua.com, hotdeal.vn,
muachung.vn and cungmua.com. In 2011, over 6700 deals and 4.2 million vouchers were
sold (statistic in 2011). The amount saved for customers is more than VND 1.200 billion
(statistics of web dealcuatui.com).
Source: dealcuatui.com
Figure 2: Statistics of Sales
Source: dealcuatui.com
Figure 3: Statistics of Sales 2
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It is estimated that the e-commerce sales only accounts for from 0.3% to 0.5% of
total retail sales in Vietnam. The figure 3 is not commensurate with the potential, as there
are more than 31 million people using the Internet, equivalent to 35.5% of the population.
Results of the "Study Monitoring Consumer Electronic Commerce 2012" by Visa has
revealed that Vietnamese have gradually getting used to online shopping and gaining more
trust in online security measures. Therefore, the room for development of Groupon market
in Vietnam is very promising, which is the driver for this research.
1.2. Problems of Research
It can be seen that the online purchasing group market in Vietnam developed
quickly and was quite thriving in the early stage by taking advantage of the newness of the
model and interest of Vietnamese consumers. Moreover, online purchasing groups could
easily approach to a large number of buyers since internet has become popular. Especially
many students and officers prefer online purchasing group service due to some advantages:
lower price, free delivery, convenience, time saving to name just a few.
Currently there are many opposite opinions and even doubts about the success of
this modern selling channel. Some state that Groupon hardly gets success in Viet Nam due
to some reasons such as difficulties in making payment, poor customer care, unguaranteed
product quality, limited knowledge and experience of related partners and so on.
Unfortunately, so far the online purchasing group has not performed stably (see
figure 3. The reasons may come from the negative effects of economic crisis that forced
buyers to pay a lot of attention to their spending. Besides, the quality of products and
service do not satisfy customers. Therefore in order to run a good business, it is highly
recommended for online shopping groups to take into consideration about the customer’s
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buying intention, provide attractive service package to increase customers’ awareness and
offer suitable methods of payment.
From the above reasons, I choose topic as follow:
FACTORS AFFECTING THE CUSTOMER’S PURCHASE INTENTION - THE
CASE OF ONLINE GROUPON (ONLINE PURCHASING GROUP) IN HCMC
The purpose of this study is to define factors affecting customers’ purchase
intention, and then apply business strategy that is most suitable for the enterprise’s real
situation. Moreover, online Groupon is a field of my favorite.
1.3. Research Questions
From problem statement, the research raises the following research question
Which factors will affect the customer’s intention of online purchasing group (online
Groupon).
1.4. Research Objectives
1.4.1. General objectives
Generally, this thesis research will identify some factors affecting the customer’s
purchase intention of online Groupon (online purchasing group) in Ho Chi Minh City.
1.4.2. Specific objectives
To answer the research question, thesis objective will be
- To review theories, previous research so as to build conceptual model for the
research
- To identify factors that have direct and indirect impact on the customer’s
intention toward online Groupon
- To analyze the results and suggest recommends to rate up customer’s intention
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- To give some suggestion and recommendation for current website in other to
increase customer’s intention of online Groupon.
1.5. Research Scopes and Limitations
This thesis mainly focuses on intention of customer whom officers and students
from eighteen to fifty years old in Ho Chi Minh City. Because officers and students are
target customers of online Groupon method. Moreover, Ho Chi Minh City is the main
economic city and a city is the most population in Vietnam.
Secondary data I just collect about 3 years from 2010 to 2013.
1.6. Significant of Research
This thesis is expected to bring the following significant:
To me: This thesis gives me the opportunity to qualify for graduation Master. In
addition, by doing this thesis, it is a good opportunity for me to apply theories, research
methodology, collection data, analysis data that I have studied into the practical situation.
Therefore, these things will help me orientate my career. With the enthusiastic support of
advisor, I can study more knowledge and experience to do research from him
To the online Groupon industry: I hope that this research can find some factors
affecting to customer’s intention of online Groupon after I can give suggestion for the
marketing strategy of company to rate up customer’s intention. As a result, I hope the
Groupon industry can develop quickly
1.7. Structure of Research
The thesis will be design included five chapters as follow
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Chapter One: Introduction
The first chapter provides an introduction on the current research and
comprises of 9 sections. Research background, rationale of research, research problem
as well as research question, objectives, methodology, scopes and limitations, significance
of research and structure are presented in this chapter.
Chapter Two: Literature Review
This chapter focuses on introducing the concepts and theories relating to research
problem of the thesis such as Purchase Intention, Perceived Customer Value, Valence Of
Experience, Easy-To-Use Websites, Customer Services, Trust, Perceived Product Quality,
Perceived Price, Website Brand, etc.
Chapter Three: Research Methodology
This chapter provides detailed explanation of the employed research methodology
and statistical method in this thesis, including the research process, questionnaire design,
sampling design, survey method in addition to statistical techniques for data analysis
Chapter Four: Data Analysis and Findings
The previous chapter discussed the research methodology, Continuous, this chapter
will describe the profile of sample, present the data analysis by Statistical Package for the
Social Sciences (SPSS version 20) and discuss about the finding of this research.
Chapter Five: Conclusion
In this last chapter, the author’s individual conclusions about final results of the
thesis and recommendations for future research are presented.
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Chapter Two: Literature Review
This chapter focuses on introducing the concepts and theories relating to
research problem of the thesis such as purchase intention, perceived customer
value, valence of experience, easy-to-use websites, customer services, trust,
perceived product quality, perceived price, brand, etc.
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2. Literature Review
2.1. Previous Research
This part summaries some previous models which are relevant to the research topic
and are the based for the conceptual model.
2.1.1. Charles Dennis, Bill Merrilees, ChanakaJayawardhena, Len Tiu
Wright’s model
Source: Charles Dennis, Bill Merrilees, ChanakaJayawardhena, Len Tiu Wright (2009)
Figure 4: Charles Dennis, Bill Merrilees, ChanakaJayawardhena, Len Tiu Wright’s
model
As can be seen from the model, Purchase Intention in e-commerce depends on
factors such as attitude of buyer, which can be affected by image of product and customer
service; and trust that the customers have towards products or service.
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2.1.2. Philip K.Hellier-Gus, M. Geursen-Rodney A. Carr-John A.Rickard’s
model
Source: Philip K.Hellier-Gus, M. Geursen-Rodney A. Carr-John A.Rickard (2003)
Figure 5: Philip K.Hellier-Gus, M. Geursen-Rodney A. Carr-John A.Rickard’s
model
This model was developed by Philip K.Hellier-Gus, M. Geursen-Rodney A. CarrJohn A.Rickard. The model illustrates factors determining the intention of repurchasing a
service of existing customers. As illustrated, customer satisfaction and Brand Preference
are the key factors for repurchase intention. Besides, other factors are considered such as
Perceived Quality, Perceived Value, Perceived Equity, Customer Loyalty, and expected
switching cost.
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2.2. Chen and Dubinsky’s Model
Source: Chen and Dubinsky (2003)
Figure 6: Chen and Dubinsky’s model
Chen and Dubinsky (2003) examined the Perceived Customer Value and found
some interesting factors such as Valence of Experience, Perceived Risk, Product Price, etailer reputation and Perceived Product Quality. Valence of Experience includes ease of
Use of Website, Relevant Information, and Customer Service.
2.3. Conceptual Model of Thesis
The thesis model is mainly based on Chen and Dubinsky’s model. The research
will testify and validate the model proposed by the above authors (Chen and Dubinsky,
2003). A modified model, suggested as the figure below, will be investigated.
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H7
Valence of
Experience
Website
Brand
H1
H3
H8
Trust
H4
Perceived
Customer Value
Product
Price
H2
PURCHASE
INTENTION
H5
H9
Perceived
Product
Quality
H6
H10
Figure 7: Conceptual model
Where: H is hypotheses
H1: “Website Brand” has positively impact on “Purchase Intention”
H2: “Perceived Customer Value” has positively impact on “Purchase Intention”
H3: “Valence of Experience” has positively impact on “Perceived Customer Value”
H4: “Trust” has positively impact on “Perceived Customer Value”
H5: “Product Price” has positively impact on “Perceived Customer Value”
H6: “Perceived Product Quality” has positively impact on “Perceived Customer Value”
H7: “Valence of Experience” has positively impact on “Purchase Intention”
H8: “Trust” has positively impact on “Purchase Intention”
H9: “Product Price” has positively impact on “Purchase Intention”
H10: “Perceived Product Quality” has positively impact on “Purchase Intention”
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2.4. Related Concepts
2.4.1. Purchasing intention
Purchase intention is an individual’s decision to purchase something. It can be
defined as “the likelihood that a consumer will buy a particular product resulting from the
interaction of his or her need for it, attitude towards it and perceptions of it and of the
company which produces it” (definition of http://www.salesopedia.com). Purchase
intention could also be explained as “a plan to purchase services or product” (Monash
University, 2009) or “the likelihood, the probability of buy a product or service” (Dodds et
al., 1991).
2.4.2. Perceived customer value
Perceived Customer Value has been acknowledged as an important concept in
marketing research, it can be defined “The worth that a product or service has in the mind
of the consumer. The consumer's perceived value of a good or service affects the price that
he or she is willing to pay for it. For the most part, consumers are unaware of the true cost
of production for the products they buy. Instead, they simply have an internal feeling for
how much certain products are worth to them. Thus, in order to obtain a higher price for
their products, producers may pursue marketing strategies to create a higher perceived
value for their products.” (Definition of http://www.investopedia.com). For this reason,
companies have invested aggressively in market research to get deeper insight into
customer’s thinking and behavior. The statement reflects the view on the trade-off between
quality and relative price (Cravens, Holland, Lamb & Moncrieff, 1998 cited in Chen and
Dubinsky, 2003).
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The evaluation of Perceived Customer Value from the perspective of the
consumption experience has been suggested as important by previous researchers
(Anderson & Narus, 1998 cited in Chen and Dubinsky (2003). Four major element in the
pre-purchase state that have significant influence on a consumer‘s value perception and
purchase intention include Valence of Experience, Perceived Product Quality, Trust, and
Perceived Price. We will study deeper about each of these elements in the following
sections. Perceived Customer Value in the case of online buying could be either positively
or negatively influenced by these factors.
2.4.2.1. Valence of Experience
Valence of experience is defined in the research model as “consumer’s emotional
or attitudinal state aroused by the pre-purchase on-line shopping experience” (Chen and
Dubinsky, 2003).
Consumer perception is considered as “the process of sensing, selecting, and
interpreting stimuli from the “external”, physical world into the “internal” world” (Wilkie,
1994). Hence, one can infer that external signal, such as what consumers experience when
they are shopping online, can influence of valence of experience, it can influence
consumer’s internal perception of customer value. Prior works support this argument
(Donovan et al, 1994). In the model proposed in this study, a similar positive influence of
Valence of Experience on Perceived Customer Value
2.4.2.2. Perceived Product Quality
As summed up from previous studies, the Perceived Product Quality can be defined
as “the consumer’s judgment about a product’s overall excellence or superiority” (Dodds
et al, 1991; Sweeney et al. 1999 and Chen and Dubinsky, 2003)
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A product is comprised of “cues” which can be classified into two main categories
“extrinsic” and “intrinsic”. Intrinsic cues refer to product-related physical attributes such
as packaging, price, etc. With reference to extrinsic cues, they are the base for consumer’s
inference to product quality (Bolton and Drew, 1991 cited in Chen and Dubinsky, 2003).
They suggested that there is a positive association between Perceived Product Quality and
Perceived Customer Value.
Importantly, consumer’s Perceived Product Quality is different from objective
quality. Objective quality is the actual technical characteristic of the product, while
Perceived Product Quality is in fact an assessment and highly subjective, depending on the
consumption setting (Zeithaml, 1988 cited in Chen and Dubinsky, 2003)
2.4.2.3. Trust
It is really difficult how to determine “Trust”, researchers were presented
something about “Trust”. Trust may be simply understood as consumer’s belief in the good
nature of a product or service that leads to the intention to purchase. Moorman et al (1992)
defined trust as “Trust is a willingness to rely on an exchange partner in whom one has
confidence” (Moorman et al., 1992). Trust is central to e-shopping intentions (Fortin et
al., 2002; Goode and Harris, 2007; Lee and Turban, 2001). Trust also is safety of the
computer and financial information and privacy individually identifiable information on
the Internet (Bart et al., 2005; Jones and Vijayasarathy, 1998), (SwamiNathan et al., 1999).
Twitch standing that these constructs differ, in the interests of simplicity we consider them
here to be related aspects of the same concept, which the name ‘trust’: e-Consumer trust in
an e-retailer will positively influence intention to online shopping. As e-shoppers become
- 16 -
more experienced, trust grows and they tend to shop more and become less concerned about
security (Chen and Barnes, 2007; OxIS, 2005).
2.4.2.4. Product Price
“Price is defined as the consumer’s perception of the product’s price compared to
other brands of the same product with similar specifications” (Sweeney et al., 1999).
Price is one of the important factors to consider in buying process while customers
search and compare price of various options (Zeithaml., 1998 cited in Chen and Dubinsky,
2003). Unlike traditional selling channels, in online selling, the number of intermediaries
are reduced and there is less need for physical facilities and staff, the cost of selling online
is lower than selling though traditional channels, while the speed of transaction is improved
and hence this motivates customers to shop via online channel. Porter (1985) suggests an
effective way to enhance customer value that is achieving price leadership. In addition,
Chen and Dubinsky mentioned there is an inverse relationship between “Product Price”
and “Perceived Customer Value”
2.4.3. Easy to Use The Website.
“Easy-to-use website is defined as the degree to which the user expects the use of the
website to be free of effort” (Chiou et al., 2010).
Online shopping involves customers from different background, including various
geographic areas. However, since information displayed on website is not always
comprehensible (Coupey, 1994 cited in Chen and Dubinsky, 2003), it is important for a
website to be user-friendly. Poor layout and store environment, an unfriendly on-line user
interface with unnecessary information or too many required processing steps may
discourage customers on on-line shopping. On the other hand, an ideal human-web
- 17 -
interaction makes the shopping experience more enjoying for customers, and hence,
improve customer retention and time spent on site exploration (Novak et al, 2000 cited in
Chen and Dubinsky 2003).
2.4.4. Customer Service
“The degree of Customer Service is received through the means of access afforded
by the website” (Griffth and Krampf, 1998 cited in Chen and Dubinsky, 2003)
As compared to traditional marketplace, e-commerce entails different shopping
experience for customer. For example, technology enables consumers to do the buying
online in the lack of direct interaction with sellers. Griffth and Krampf (1998) mentioned
customer service mainly through the means of access afforded by the website. Customer
service offered could be seen under forms of contact information such as e-mail addresses,
hotline, telephone number, or whether the service is offered 24 hours per day, and the
responsiveness and helpfulness of customer support staff.
- 18 -
Chapter 3 Research Methodology
This chapter provides detailed explanation of the employed research
methodology and statistical method in this thesis, including the research process,
questionnaire design, sampling design, survey method in addition to statistical
techniques for data analysis.
- 19 -
3.1. Research Methodology
Method of business research can be classified by function or technique (Zikmund,
1997). If we classified it by function, it would include exploratory, descriptive and causal
studies. It would be classified into experiments, surveys and observational studies
(Zikmund, 1997).
Following request of research techniques, survey method was chosen to assess
research question for my thesis for two causes. Firstly, the survey is the most popular
method for collection data to measure service quality. Secondly, survey provide quickly,
efficient of assessing information about population.
So, the research process will be followed the figure 8 at next page.
- 20 -
3.1.1. Research frameworks
Problem Statement
Research Objective
1. To review the theory and
build concetual model
Method: Read book, previous researchs => choose
appropriate theory and collect secondary data,
2. Identify factor (direct and indirect)
that effect online groupon consumer's
intention
Analyze and identify model => conceptual model =>
make a questionare for survey, manager interview, pilot
survey. Choose sample size and collection primary data,
based on primary data use SPSS software for descriptive
statistic, test hypotheses and regresstion
3. Result and finding
Give suggestion and
recommendation
Figure 8: Research frameworks
3.2. Qualitative Research Methods
The purpose of qualitative research is to explore, adjust, supplement the observed
variables and measured research concepts. Cavana et al (2001) suggested “A questionnaire
should be piloted with a reasonable sample of respondents coming from the target
population. Pilot testing can help detect the weakness in questionnaire design”. Therefore,
the author will carry out an in-depth interview with a website manager and with customers
who usually use group online purchasing and some managers of selling website (n = 30).
- 21 -
It is expected that the interview results would provide some suggestions for the
research topic.
Research’s preliminary results will be based on for designing an official
questionnaire. Once the questionnaire was modified, it will be sent to the above mentioned
people. On the other hand, the author collects secondary data from sources such as: books,
eBooks, articles and scientific journals as well as from other previous researches.
3.3. Quantitative Research Methods
3.3.1. Questionnaire design
Questionnaire was designed to collect data information of customers who used
online purchasing group. The questionnaires (at Appendix 1) are distributed under two
versions: hardcopy version and online version. Each version has two parts, in which “part
1” includes eight sub-sections. In detail, sub-sections measure the build involving in the
research conceptual model by some questions, in my questionnaire have some question
were searched for empirical studies of researchers. For this reason, the “part 1” is most
important to help collecting primary data for analysis. The “part 2” focuses mainly on
individual information and hence this part will be used for describing characteristics of
respondents.
3.3.2. Measures
Five points of Likert scale are used as measurement of answers in the questionnaire:
from “1”-“Strongly Disagree” to “5”-“Strongly agree”. Previous researches presented that
the five point of Likert scale is understandable to respondents and enable them to express
their views (Marton and Williams, 1986).
- 22 -
3.3.3. Sampling design
3.3.3.1. Sample
The theoretical research model was limited in exploring the Purchasing Intention
of consumers, who have bought at least once or know very well about online group
purchasing (groupon) in Ho Chi Minh City. Therefore, the focus is mainly on officers and
students from eighteen to fifty years old in Ho Chi Minh City, who are also the target of
online groupons. Online questionnaire is created using Google Docs and is sent to these
target respondents email or social network such as Facebook. The hard copy versions are
distributed to target officers and students by author’s friends, classmates and colleague
3.3.3.2. Determination of sample size
In fact, researchers have given many formula for determine the sample size. The
decision to choose the sample size will be dependent on statistical analysis method. In this
thesis, the author will use the EFA analysis and multiple regression following the research
of Tabachnick and Fidell in 1996:“The general process for creating a prediction equation
involves gathering relevant data from a large, representative sample from the population.
What constitutes "large" is open to debate, and while guidelines for general applications
of regression are as small as 50 + 8* number of predictors”
Base on above formula, my questionnaire have total 33 questions
N ≥ 8*33 + 50 ≥ 314 (Respondents)
3.4. Data Analysis Techniques
After data collection is completed, the Statistical Package for Social Sciences
(SPSS) version 20.0 will be used for analysis. The process of primary data analysis
procedure includes techniques such as: Characteristic of Sample, Descriptive Statistic,
- 23 -
Reliability Test, Exploratory Factor Analysis, Correlation Testing, Multiple Regression
Analysis and Path Analysis.
3.4.1. Descriptive statistics
The benefit of descriptive statistics is that it provides simple summaries about the
sample and about the observations. It highlights the main features of the data collection,
mostly quantitatively.
The main components of descriptive statistics that will be used in this study are the
minimum value, maximum value, standard deviation and mean of variables.
3.4.2. Reliability tests
The reliability and validity of measurement scale, Cronbach’s alpha was used in
this research. “Coefficient alpha, as introduced in Cronbach (1951), is a frequently used
statistic in empirical research involving tests with various items. Under the assumption
that the items are parallel, that is, the measurements have identical true scores and
uncorrelated errors having equal variances” (Alex J.Koning & Philip Hans Franses.,
2003). Value of Cronbach’s alpha ranges from 0 to 1. The higher the value of Cronbach’s
alpha the more reliability. Nunnally (1978) suggested a coefficient alpha of “0.6 is
satisfactory in the early stages of research. Moreover, Hair et al (2009) pointed out a
coefficient alpha which is greater than 0.7 is highly satisfactory for most research purposes
and the item that has Item-total correlation lower than 0.3 will be removed to increase the
reliability and validity of measurement”.
3.4.3. Exploratory factor analysis
“In multivariate statistics, Exploratory Factor Analysis (EFA) is a statistical
method used to uncover the underlying structure of a relatively large set of variables. EFA
- 24 -
is a technique within factor analysis whose overarching goal is to identify the underlying
relationships between measured variables.”(Source: en.wikipedia.org).
“Consider the accordance of EFA: KMO (Kaiser-Meyer-Olkin), is a criteria for
evaluating the accordance of the data for EFA” (HoàngTrong, et al, 2005,). The EFA will
appropriate if score of the KMO great than 0.5 to apply factor analysis appropriately (Field,
2005). When we approve the hypothesis of Bartlett’s test of sphericity (H0) for the overall
significance of all correlations within a correlation matrix. When sig ≤ 0.05 the hypothesis
H0will be rejected so, this data will be appropriated.
“Eigenvalue is sum of squared loadings for a factor, also referred to as the latent
root. It represents the amount of variance accounted for by a factor.” (Hair et al 2009).
The criteria to determine the number of factors are extracted: all extraction factors must
have Eigenvalue >1 will be kept in model analysis. (Kaiser, 1960, Rummell, 1970 cited in
HoàngTrọng et al, 2005).
“Factor Loadings is correlation between the original variables and the factors,
and the key to under-standing the nature of a particular factor. Squared factor loadings
indicate what percentage of the variance in an original variable is explained by a factor”
(Hair et al, 2009). Hair et al, 2009 said that factor loadings in the range of ±0.30 to ± 0.40
are considered to meet the minimal level for inter-pretation of structure and factor loadings
bigger than 0.5 are considered practically significant. In my thesis just only factor loadings
bigger than 0.5 will be kept. In addition, after run EFA for factors if any question has factor
loading depend on two factors I will remove this question when difference lower than 0.3,
if this question have difference bigger than 0.3 I will put this question into factor has big
index. (Kaiser1970).
- 25 -
According to Hair et al (2009) in the natural sciences, factors should be
stopped when at least 95% of the variance is explained. In the humanities, the
explained variance is commonly as low as 50-60%. In this thesis I would like to choose
Total Variance Explained must be bigger than 50%.
3.4.4. Correlation testing
Correlation coefficient also known as r, R, or Pearson's r that indicates the strength
of the association between any two metric variables. That is defined as the (sample)
covariance of the variables divided by the product of their (sample) standard deviations.
Formula 1
-1 ≤ r ≤ 1
The sign (+ or -) indicates the direction of the relationship. The value can range
from -1 to +1 with + 1 indicating a perfect positive relationship and -1 indicating a perfect
negative or reverse relationship. If r = 0, the two variables doesn’t have a linear
relationship. So, Absolute value of r indicates to show the closely of linear relationship.
3.4.5. Regression analysis.
The regression analysis is used for testing the relationship between a dependent
variable and several independent variables.
Coefficient of determination (R2) measure of the proportion of the variance of the
dependent variable about its mean that is explained by the independent, or predictor,
variables. The coefficient can vary between 0 and 1. (Hair et al, 2009). R2 index used to
measure the appropriateness of the regression equation. The value of R2 the higher the more
explanatory power of the regression equation.
- 26 -
Adjust Coefficient of determination (R2)modified measure of the coefficient of the
determination that takes into account the number of independent variables included in the
regression equation and the sample size. Although the addition of independent variables
will always cause the coefficient of determination to rise, the adjusted coefficient of
determination may fall if the added independent variables have little explanatory power or
if the degrees of freedom become too small. This statistic is quite useful for comparison
between equations with different numbers of independent variables (Hair et al, 2009)
Beta coefficient standardized regression coefficient that allows for a direct
comparison between coefficients as to their relative explanatory power of the dependent
variable. Whereas regression coefficient are expressed in terms of the units of the
associated variable, thereby making comparisons inappropriate, beta coefficients use
standardized data can be directly compared. (Hair et al, 2009).
Sum of Square Regression (SSR) is differences between the mean and predicted
values of the dependent variable for all observations. It represents the amount of
improvement in explanation of the dependent variable attributable to the independent
variables (Hair et al, 2009).
Sum of Square Residuals (SSE)(or sum of the squared prediction errors) across
all observations. It is used to denote the variance in the dependent variable not yet
accounted for by the regression model. If no independent variables are used for prediction,
it becomes the squared errors using the mean as the predicted value and thus equals the
total sum of square (Hair et al, 2009).
Linearity term used to express the concept that the model possesses the properties
of additivity and homogeneity. In simple sense, linear model predict values that fall in a
- 27 -
straight line by having a constant unit change (slope) of the dependent variable for a
constant unit change of the independent variables. In the multiple predictor model Y = b0
+ b1X1 + …. + bnXn + e(Hair et al, 2009) which the value b0 is constant of regression
equation and b1is the regression coefficient for the variable X1for one-unit change in the
independent variable. Besides that, the value e (residual) is error in predicting our sample
data seldom because seldom we can predictions be perfect.
Significance of the overall model, testing the coefficient of determination to test
the hypothesis that the amount of variation explained by the regression model is more than
the baseline prediction the F ratio is calculated as below equation.
Formula 2
Where: The numerator is the variance explained by the regression model
The denominator is the unexplained variance by the regression model
If F value is high, the research can feel confident that the regression model is not
specific to just this sample, but would be expected to be significant in multiple samples
from this population. Simply, the researcher can be use the value of Sig, if Sig ≤ 0.05 the
regression model will have statistics significant.
t Value of Variables in the Equation. The t value of variable in the equation, as
just calculated measures the significance of the partial correlation of the variable reflected
in the regression coefficient. (Hair et al, 2009) t value can be calculated as divided the
regression coefficient by the standard error.
=
Formula 3
- 28 -
Based on each variable, each variable is checked to see Sig ≤ 0.05 (Significance
lower than 0.05) that variable is allowed enter the regression equation.
Collinearity, expression of the relationship between two (collinearity) or more
(Multicollinearity) independent variables. Two independent variables are said to exhibit
complete collinrearity if their correlation coefficient is 0. Multicollinearity occurs when
any single independent variable is highly correlation with a set of other independent
variables (Hair et al, 2009)
One of the requirements of multiple regression is the absence of strong correlation
between predictor variables. If this condition cannot be satisfied then it’s said that there’re
multicolinearity in multiple regression model. Therefore, before estimating multiple
regression model, it’s essential to test multicolinearity.
Multicolinearity is the situation in which one or more than one independent
variables have the strong linear correlation to each other. This phenomenon does nothing
in providing new information as well as identifying the individual effect of independent
variables on dependent ones.
In order to identify multicolinearity, Pearson’s correlation
coefficient
is a
statistical measure of the strength of a linear relationship between paired data.
3.4.6. Path analysis
Path Analysis is a statistical technique used primarily to examine the comparative
strength of direct and indirect relationships among variables. (Christy Lleras, 2005).
Path Analysis was performed with the dependent and independent variables
based on the multiple regression results from the previous sections, from which all
- 29 -
variables making significant unique contributions to predicting the dependent variables
were retained for further path analysis.
The path analysis is a straight forward extension of multiple regressions. Its aim is
to provide estimates of the magnitude and significance of the hypothesized causal
connections between sets of variables. This is best explained by considering a path
diagram.
As the result, Path Analysis is not clearly for show the relationships between
dependent variable and independent variable, so the researcher can follow table 1 for
relatively recommendation.
Table 1: Interpreting Strength of Path Coefficients
0.00
No association
0.01 – 0.09
Trivial relationship
0.10 – 0.29
Low to moderate relationship
0.30 – 0.49
Moderate to very strong
0.50 – 0.69
Substantial to very strong
0.70 – 0.89
Very strong relationship
≥ 0.90
Nearly perfect relationship
Source: Adapted from De Vaus, 2002: 259
- 30 -
Chapter Four: Data Analysis and Finding
The previous chapter discussed the research methodology, Continuous, this
chapter will describe the profile of sample, present the data analysis by
Statistical Package for the Social Sciences (SPSS version 20) and discuss about
the finding of this research.
- 31 -
4. Sample Description
4.1. Profile of Sample
Data was collected upon receiving all the answered questionnaires (both hard copy
and online versions). Data was collected over one month from May 14th to June 16th. There
were 570 customers who contributed their ideas to answer the questionnaires. Of which,
349 customers answered via Google docs, in which I purified 282 reasonable
questionnaires at the rate of 82% and there were 221 customers answered hard copies, in
which I purified 200 reasonable questionnaires at the rate of 91%.
Figure 9: Percent of accept or reject questionnaires.
4.2. Characteristics of Sample
4.2.1. Gender
Table 2: Frequency of gender
Frequency
Percent
Female
335
69.5
Male
147
30.5
Total
482
100.0
Gender
Valid
The sample for analysis consist of 482 cases, including 147 male making up 30.5%
and 335 female, accounting for 69.5% of the total.
- 32 -
4.2.2. Age
Table 3: Frequency of age
Frequency
Percent
From 18 to 25
183
38.0
From 26 to 40
290
60.2
From 41 to 50
9
1.9
482
100.0
Age
Valid
Total
The respondents are officers and students who have ever used or known form of
online group purchasing in age from 18 to 50 so the respondents are under 18 or over 50
were excluded from the this results.
Table 3 shows the ages of 482 respondents, the customers are from 18 to 25 years
old which account for 38% with 183 respondents. The majority of the customers are from
26 to 40with 290 respondents making up 60.2 %. The oldest group accounts for only 1.9
% with 9 customers.
4.2.3. Experience of online shopping
Table 4: Frequency table of experience of online shopping
Frequency
Percent
No Experience
31
6.4
Have Experience
451
93.6
Total
482
100.0
Experience of online shopping
Valid
Following table 4, I can descry that generality of respondents have experience of
online shopping. There are 451 people making up 93.6% of respondents said that they had
experience of online shopping.
- 33 -
4.2.4. Highest education
Table 5: Frequency table of highest education
Valid
Highest education
Frequency
Percent
High school
9
1.9
Vocational school
21
4.4
University/college
374
77.6
Master or higher
78
16.2
Total
482
100.0
Following table 5 more than 93.8 % of them got the educational level at university
including 77.6% got university/college with 374 customers and 16.2% got master or doctor
with 78 people. Total respondents studied high school and vocational school only 6.3%.
4.2.5. Monthly income
Table 6: Frequency table of monthly income
Frequency
Percent
Below 3 million VND
24
5.0
From 3 to less than 6 million VND
170
35.3
From 6 to less than 10 million VND
178
36.9
More than 10 million VND
110
22.8
Total
482
100.0
Monthly income
Valid
Income size is classified into 4 groups. The majority belongs to group of 178
respondents whose income range from 6 to less than 10 million VND, accounting for
36.9%. 170 respondents whose income range from 3 to less than 6 million VND make up
35.3%. 24 respondents whose income is from 3 million VND account for 5% of the total
- 34 -
set. The more than 10 million VND group makes up 22.8% of the sample size, with 110
respondents.
4.3. Descriptive Statistics
This session gives a descriptive statistics of seven factors introduced in the
conceptual model to help readers understand generally about the independent variables and
dependent variables. Factors can be measured by the agreement degree of respondents on
each factor and they choose via Likert scale from 1 to 5 or from “Strongly disagree” to
“Strongly agree” including sample size, minimum, maximum, mean and standard
deviation.
4.3.1. Valence of Experience
Table 7: Descriptive statistics of Valence of experience
N
Min
Max
Mean
Std.
Deviation
VAL1 - The website provides many support tools for
customers
482
1
5
3.84
.759
VAL2 - Information is regularly updated on website
482
1
5
4.03
.726
VAL3 - Information on website is of high reference for
buyers
482
1
5
3.63
.892
VAL4 - When in need, I have no problem contacting
customer service staff
482
1
5
3.48
.896
VAL5 - Customer service staff always respond to my
questions quickly and satisfactorily
482
1
5
3.19
.919
VAL6 - Delivery staff is always on time
482
1
5
2.98
.933
VAL7 - The products have reliable warranty
482
1
5
2.72
.922
VAL8 - Products and services offered on website are
interesting
482
1
5
3.50
.868
VAL9 - The purchasing process is simple and fast
482
1
5
3.87
.763
VAL10 - There are various products and services offered
on websites
482
1
5
3.88
.796
VAL11 - I enjoy the purchase on group purchasing
website
482
1
5
3.39
.814
Descriptive Statistics
Average
3.5
- 35 -
According table 7 it can be seen that information of online purchasing websites is
continuously updated and product or service is multiform was rated rather high but
warranty policy of online purchasing websites is not good and delivery staffs are not on
time. As a result, we see the average (mean value) is 3.5. Comparing with maximum value
of Likert scale, this average point is higher than medium point. It means the customer feel
the Valence of Experience is good but some departments need to improve.
4.3.2. Trust
Table 8: Descriptive statistics of Trust
N
Min
Max
Mean
Std.
Deviation
TR12- My online transactions are pretty safe
482
1
5
3.18
.926
TR13 - My private information is secured when
registering for user and purchasing coupon
482
1
5
3.03
.895
TR14 - I have no worries in payment by credit cards
482
1
5
2.84
.847
TR15 - I have no worries on the quality of products
offered on these websites
482
1
5
2.29
.986
Descriptive Statistics
Average
2.84
Following table 8 we can see that most question of factor Trust is underestimated
because whenever the customers use online purchasing group they still worry about
something. Specifically, they are concerned about quality of products with mean equaling
2.29. Total average is 2.84 so that the online purchasing group is still risky. If websites
improve products quality and increase the safety of online transactions, customers will trust
more.
- 36 -
4.3.3. Product Price
Table 9: Descriptive statistics of Product Price
N
Descriptive Statistics
Min Max
Mean
Std.
Deviation
PP16 - Product's prices are acceptable
482
1
5
3.62
.778
PP17 - Product prices are satisfactory to my need
482
1
5
3.45
.862
PP18 - I would not be able to buy other products with the same
price
482
1
5
2.85
.972
PP19 - In general, I will buy products with reasonable prices
482
1
5
3.98
.670
Average
3.48
The data show that Product Price is an advantage of online group purchasing. Total
average is rather high if compared with maximum value (3.48 with 5). On the other hand,
means of most question are around 3.5 except question PP18 which has mean of 2.85, lower
than medium value (3.0) to find out the respondents who can buy that product with same
money at another place.
4.3.4. Perceived Product Quality
Table 10: Descriptive statistics of Perceived Product Quality
N
Min
Max
Mean
Std.
Deviation
PPQ20 - Quality of products and services are reliable
482
1
5
2.89
.893
PPQ21 - Quality of products are as advertised.
482
1
5
2.52
.863
PPQ22 - Products and services are of quite good quality
482
1
5
2.84
.828
PPQ23 - I receive good service when using coupons/
vouchers
482
1
5
2.90
.892
Descriptive Statistics
Average
2.79
- 37 -
The same as with factor Trust factor Perceived Product Quality have mean value
very low just 2.79. Comparing with 3 - medium value, the total average lower than it so
the Perceived Product Quality of customers is not good.
4.3.5. Perceived Customer Value
Table 11: Descriptive statistics of Perceived Customer Value
N
Descriptive Statistics
Min Max Mean
Std.
Deviation
PCV24 - I enjoy buying with group online purchasing website
482
1
5
3.25
.831
PCV25 - The products and services I bought on these websites
bring high economic value to me
482
1
5
3.09
.837
PCV26 - Products and services I received are satisfactory to the
money I spent
482
1
5
3.23
.875
PCV27 - When buying on these websites, I save a lot of time
482
1
5
3.93
.786
Average
3.38
Following table 11, I can see that means of all questions are over 3- medium value
and total average is 3.38. One might say that the respondents feel about online purchasing
group is rather good, because it still attractive.
4.3.6. Websites Brand
Table 12: Descriptive statistics of Website Brand
N
Min
Max
Mean
Std.
Deviation
WB28 - The slogan of these websites are attractive to me
482
1
5
3.41
.825
WB29 - The logos of these websites are impressive
482
1
5
3.42
.797
WB30 - Domain of websites are easy to remember
482
1
5
3.82
.686
WB31 - Website designs are user-friendly
482
1
5
3.61
.707
WB32 - I will think immediately on online group
purchasing websites when I want to buy something online
482
1
5
3.55
.864
Descriptive Statistics
Average
3.56
- 38 -
In the online shopping industry, Website Brand is very important element.
Understanding its, administrator of group buying websites were strongly invested to
develop website brand. Table 12 show that, the point of questions rather high. Especially,
domain of website is easy remember which question have highest point. Total average get
3.56 point, it is the highest average point in six factors.
4.3.7. Customer Intention
Table 13: Descriptive statistics of Customer Intention
N
Descriptive Statistics
Min
Max
Mean
Std.
Deviation
CI37 - I intend to continue using online group purchasing in
the future
482
1
5
3.49
.824
The last factor also most important factor is Customer Intention. Its average is 3.49
above 3 - medium point. Following this results I can guest that the customers may be use
online Groupon in future.
4.4. Reliability Tests
4.4.1. Valence of Experience
Table 14: 4.4. Reliability Test of Valence of Experience
Cronbach's Alpha
N of Items
.802
11
Item-Total Statistics
Scale Mean
Scale
Corrected
Cronbach's
if Item
Variance if Item-Total Alpha if Item
Deleted
Item Deleted Correlation
Deleted
VAL1 - The website provides many support
tools for customers
34.67
25.494
.402
.792
VAL2 - Information is regularly updated on
website
34.48
25.402
.441
.789
VAL3 - Information on website is of high
reference for buyers
34.88
24.533
.433
.789
- 39 -
VAL4 - When in need, I have no problem
contacting customer service staff
35.03
23.935
.504
.782
VAL5 - Customer service staff always
respond to my questions quickly and
satisfactorily
35.32
23.568
.531
.779
VAL6 - Delivery staff is always on time
35.53
24.304
.433
.790
VAL7 - The products have reliable warranty
35.79
24.069
.469
.786
VAL8 - Products and services offered on
website are interesting
35.01
24.212
.491
.783
VAL9 - The purchasing process is simple
and fast
34.64
25.117
.452
.787
VAL10 - There are various products and
services offered on websites
34.63
24.906
.455
.787
VAL11 - I enjoy the purchase on group
purchasing website
35.12
24.772
.459
.787
The results of table 14 show Cronbach’s alpha is 0.802 and all question have
Corrected Item-Total Correlation over 0.3 all question are pass reliability test.
4.4.2. Trust
Table 15: Reliability test of Trust first time
Cronbach's Alpha
N of Items
.634
4
Scale Mean
if Item
Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
TR12- My online transactions are pretty safe
8.16
3.971
.422
.559
TR13 - My private information is secured when
registering for user and purchasing coupon
8.31
3.891
.480
.518
TR14 - I have no worries in payment by credit
cards
8.50
3.860
.544
.477
4.403
.245
.690
Item-Total Statistics
TR15 - I have no worries on the quality of
products offered on these websites
9.05
- 40 -
Following table 15 I can see that question TR15 has Corrected Item-Total
Correlation index is 0.245 lower than 0.3 Question 15 will be remove in run reliability
test at second times.
Table 16: Reliability test of Trust second time
Cronbach's Alpha
N of Items
.690
3
Scale Mean if
Item Deleted
Item-Total Statistics
Scale Variance Corrected Item- Cronbach's Alpha
if Item Deleted Total Correlation if Item Deleted
TR12- My online transactions are
pretty safe
5.87
2.269
.457
.660
TR13 - My private information is
secured when registering for user
and purchasing coupon
6.02
2.185
.535
.557
TR14 - I have no worries in
payment by credit cards
6.21
2.327
.525
.574
After I removed question TR15, I can see that the Cronbach’s alpha increase from
0.634 to 0.690 and all remain question have Corrected Item-Total Correlation bigger than
0.3 I will keep all remaining question.
4.4.3. Product Price
Table 17: Reliability test of Product Price
Cronbach's Alpha
N of Items
.686
4
Item-Total Statistics
Scale Mean
if Item
Deleted
Scale
Corrected
Cronbach's
Variance if Item-Total
Alpha if
Item Deleted Correlation Item Deleted
PP16 - Product's prices are acceptable
10.28
3.369
.587
.549
PP17 - Product prices are satisfactory to my
need
10.45
3.117
.589
.538
- 41 -
PP18 - I would not be able to buy other
products with the same price
11.05
3.372
.374
.701
PP19 - In general, I will buy products with
reasonable prices
9.91
4.186
.371
.678
Following table 17, I can see that Cronbach’s Alpha of Product Price is 0.686 over
0.6 and all question have corrected item – Total Correlation bigger than 0.3 and according
Hair et al (2009) I will keep all question to run EFA.
4.4.4. Perceived Product Quality
Table 18: Reliability test of Perceived Product Quality
Cronbach's Alpha
N of Items
.821
4
Item-Total Statistics
Scale Mean
Scale
Corrected
Cronbach's
if Item
Variance if Item-Total
Alpha if
Deleted
Item Deleted Correlation Item Deleted
PPQ20 - Quality of products and services are
reliable
8.26
4.644
.631
.781
PPQ21 - Quality of products are as advertised.
8.63
4.496
.719
.739
PPQ22 - Products and services are of quite good
quality
8.31
4.667
.703
.748
PPQ23 - I receive good service when using
coupons/ vouchers
8.26
4.960
.532
.826
Following table 18, I can see that Cronbach’s Alpha of Perceived Product Quality
is 0.821. This value is very high and all questions have Corrected Item – Total Correlation
bigger than 0.5. They are pretty high (lowest value at 0.532). I can conclude that this factor
is very good Cronbach’s Alpha value.
- 42 -
4.4.5. Perceived Customer Value
Table 19: Reliability test of Perceived Customer Value first time
Cronbach's Alpha
N of Items
.675
4
Scale Mean
if Item
Deleted
Scale
Variance if
Item Deleted
PCV24 - I enjoy buying with group online
purchasing website
10.24
3.391
.502
.578
PCV25 - The products and services I bought on
these websites bring high economic value to me
10.40
3.151
.595
.513
PCV26 - Products and services I received are
satisfactory to the money I spent
10.27
3.435
.437
.623
PCV27 - When buying on these websites, I save a
lot of time
9.57
4.034
.306
.698
Item-Total Statistics
Corrected
Cronbach's
Item-Total Alpha if Item
Correlation
Deleted
According to table 19, I can see that four question of Perceived Customer Value
have Cronbach’s Alpha at 0.675 > 0.6. Although, the Corrected Item-Total Correlation of
the variable are greater than 0.3. But to safer I decided to remove question PCV27 which
question have the Corrected Item-Total Correlation is 0.306 this value very near 0.3.
- 43 -
Table 20: Reliability test of Perceived Customer Value second time
Cronbach's Alpha
N of Items
.698
3
Scale Mean
if Item
Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if
Item Deleted
PCV24 - I enjoy buying with group online
purchasing website
6.32
2.151
.489
.637
PCV25 - The products and services I bought on
these websites bring high economic value to me
6.48
1.926
.606
.487
PCV26 - Products and services I received are
satisfactory to the money I spent
6.34
2.113
.454
.684
Item-Total Statistics
After I removed question PCV27, I can see that the new Cronbach’s Alpha of
Perceived Customer Value increase at 0.698 and the Corrected Item-Total Correlation of
the variable are greater than 0.3. I conclude that all of three items in Perceived Customer
Value will be kept.
4.4.6. Website Brand
Table 21: Reliability test of Website Brand first time
Cronbach's Alpha
N of Items
.753
5
Scale Mean
if Item
Deleted
Scale
Variance if
Item Deleted
WB28 - The slogan of these websites are
attractive to me
14.40
4.587
.666
.649
WB29 - The logos of these websites are
impressive
14.40
4.935
.579
.685
WB30 - Domain of websites are easy to
remember
14.00
5.657
.457
.730
WB31 - Website designs are user-friendly
14.21
5.363
.536
.704
Item-Total Statistics
Corrected
Cronbach's
Item-Total Alpha if Item
Correlation
Deleted
- 44 -
WB32 - I will think immediately on online group
purchasing websites when I want to buy
something online
14.27
5.351
.381
.764
Five variables of Website Brand value dimension have Cronbach’s Alpha at
0.753>0.6. All question have Corrected Item-Total Correlation higher than value at 0.3.
But to safer I decided to remove question WB32 which question have the Corrected ItemTotal Correlation at 0.381 and Cronbach’s Alpha will be increase at 0.764
Table 22: Reliability test of Website Brand second time
Cronbach's Alpha
N of Items
.764
4
Scale Mean
Scale
Corrected
if Item
Variance if Item-Total
Deleted Item Deleted Correlation
Cronbach's
Alpha if Item
Deleted
WB28 - The slogan of these websites are
attractive to me
10.85
2.788
.684
.636
WB29 - The logos of these websites are
impressive
10.85
3.016
.615
.679
WB30 - Domain of websites are easy to
remember
10.44
3.624
.481
.749
WB31 - Website designs are user-friendly
10.66
3.561
.483
.748
After run reliability test for group Website Brand. Base on table 22. Four variables
of Website Brand value dimension have Cronbach’s Alpha at 0.764>0.6. All question have
Corrected Item-Total Correlation higher than value at 0.3. So, I conclude that all of four
items in Website Brand will be kept.
4.5. Exploratory Factor Analysis (EFA)
This session mentions again some of the indices previously explained in the
research methodology in chapter 3. Firstly, KMO coefficient (Kaiser-Meyer-Olkin), the
EFA is appreciated when 0.5 ≤ KMO≤1.0 (Hoang Trong & ctg, 2005). Secondly all
- 45 -
extraction factors must have Eigenvalue >1. Thirdly, I consider the hypothesis of Bartlett’s
test of H0 is variable that do not have correlation with over matrix is homogeneous
whenever sig. ≤ 0.05. Fourthly, the cumulative coefficient of variance criterion ≥ 0.5 and
finally when I use Multivariate Data Analysis Factor loading can ensuring practical
significance when It> 0.5. In addition, after running EFA for factors if any question has
factor loading depend on two factors I will put this question into factor has big index if
difference bigger than 0.3.
4.5.1. Exploratory factor analysis for independent variables (IDVs)
Table 23: KMO and Bartlett's Test for IDVs
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Approx. Chi-Square
Bartlett's Test of Sphericity
.831
2648.699
df
153
Sig.
.000
Table 24: Total Variance Explained for IDVs
Extraction Sums of Squared
Loadings
Initial Eigenvalues
Rotation Sums of Squared
Loadings
Component
Total
% of
Variance
Cumulative
%
Total
% of
Variance
Cumulative
%
Total
% of
Variance
Cumulative
%
1
5.204
28.914
28.914
5.204
28.914
28.914
2.635
14.637
14.637
2
1.765
9.806
38.720
1.765
9.806
38.720
2.337
12.983
27.620
3
1.560
8.669
47.389
1.560
8.669
47.389
2.006
11.144
38.764
4
1.269
7.051
54.440
1.269
7.051
54.440
1.998
11.102
49.866
5
1.064
5.912
60.352
1.064
5.912
60.352
1.888
10.486
60.352
Extraction Method: Principal Component Analysis.
The Firstly, exploratory factor analysis was applied for the five group of
independent variables including 25 items with 11 items of Valence Of Experience (VAL1
to VAL11), 3 items of Trust (TR12 to TR14), 3 items of Product Price (PP16, PP17, PP19),
- 46 -
4 items of Perceived Product Quality (PPQ20 to PPQ23) and 4 items of Website Brand
(WB28 to WB31)
Table 25: Rotated Component Matrix of IDVs
Component
1
TR12- My online transactions are pretty safe
.745
TR13 - My private information is secured when registering for user and
purchasing coupon
.727
PPQ21 - Quality of products are as advertised.
.667
PPQ20 - Quality of products and services are reliable
.633
PPQ23 - I receive good service when using coupons/ vouchers
.598
2
WB28 - The slogan of these websites are attractive to me
.856
WB29 - The logos of these websites are impressive
.829
WB30 - Domain of websites are easy to remember
.636
WB31 - Website designs are user-friendly
.596
3
PP16 - Product's prices are acceptable
.809
PP17 - Product prices are satisfactory to my need
.722
PP19 - In general, I will buy products with reasonable prices
.618
4
5
VAL4 - When in need, I have no problem contacting customer service staff
.815
VAL5 - Customer service staff always respond to my questions quickly and
satisfactorily
.793
VAL6 - Delivery staff is always on time
.604
VAL2 - Information is regularly updated on website
.790
VAL9 - The purchasing process is simple and fast
.686
VAL1 - The website provides many support tools for customers
.670
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 6 iterations.
- 47 -
According table 23 to KMO and Bartlett’s Test the Kaiser-Meyer-Olkin Measure
of Sampling Adequacy is 0.831 (following to Pallant, 2005), to be significant, value has to
be 0.6 or above and Bartlett's Test of Sphericity value is significant at 0.000 ( 0.6 and Bartlett's Test of Sphericity value is significant
- 49 -
at
0.000 (0.6. All question have Corrected Item-Total Correlation higher than value at 0.3.
So, I conclude that all of five items in Trust & Perceived Quality will be kept.
4.7.2. Reliability test for Product Price after EFA
Table 30: Reliability test of Product Price after EFA
Cronbach's Alpha
N of Items
.701
3
Scale Mean
if Item
Deleted
Scale
Variance if
Item Deleted
PP16 - Product's price is acceptable
7.43
1.614
.583
.523
PP17 - Price of products are appropriate
with requirement
7.61
1.437
.577
.532
PP19 - Buy products if the price is
reasonable
7.07
2.118
.413
.727
Item-Total Statistics
Corrected
Cronbach's
Item-Total
Alpha if
Correlation Item Deleted
Following table 30, I can see that Cronbach’s Alpha of Product Price is 0.701 over
0.6 and all question have corrected item – Total Correlation bigger than 0.3 and according
Hair et al (2009) I will keep all question of group Product Price.
4.7.3. Reliability test for Easy to Use Website after EFA
Table 31: Reliability test of Easy to Use Website after EFA
Cronbach's Alpha
N of Items
.641
3
Item-Total Statistics
VAL1 - The website provides many
support tools for customers
VAL2 - Information is regularly updated
on website
VAL9 - The purchasing process is simple
and fast
Scale Mean
Scale
Corrected
Cronbach's
if Item
Variance if
Item-Total
Alpha if Item
Deleted
Item Deleted
Correlation
Deleted
7.90
1.583
.410
.599
7.71
1.462
.544
.415
7.87
1.584
.405
.607
- 52 -
After run reliability test for group Easy to Use Website. Following table 31 tree
questions of Easy to Use Website have Cronbach’s Alpha at 0.641 > 0.6. All question have
Corrected Item-Total Correlation higher than value at 0.3. So, all question are past
reliability test
4.7.4. Reliability test for Customer Services after EFA
Table 32: Reliability test of Customer Services after EFA.
Cronbach's Alpha
N of Items
.706
3
Scale Mean
if Item
Deleted
Item-Total Statistics
Scale
Corrected
Cronbach's
Variance if Item-Total Alpha if Item
Item Deleted Correlation
Deleted
VAL4 - When in need, I have no problem
contacting customer service staff
6.17
2.376
.573
.556
VAL5 - Customer service staff always
respond to my questions quickly and
satisfactorily
6.46
2.286
.586
.536
VAL6 - Delivery staff is always on time
6.67
2.617
.421
.741
Base on table 32, the author see that: All question have Corrected Item-Total
Correlation higher than value at 0.3 and Cronbach’s Alpha of Customer Services at 0.706
(above 0.6). So, I conclude that all of three items in Customer Services group will be kept.
4.7.5. Reliability test for Website Brand after EFA
Table 33: Reliability test of Website Brand after EFA
Cronbach's Alpha
N of Items
.764
4
Item-Total Statistics
Scale
Mean if
Item
Deleted
Scale
Variance if
Item
Deleted
Corrected
Item-Total
Correlatio
n
Cronbach's
Alpha if
Item
Deleted
- 53 -
WB28 - The slogan of these websites are
attractive to me
10.85
2.788
.684
.636
WB29 - The logos of these websites are
impressive
10.85
3.016
.615
.679
WB30 - Domain of websites are easy to
remember
10.44
3.624
.481
.749
WB31 - Website designs are user-friendly
10.66
3.561
.483
.748
Base on table 33, all question have Corrected Item-Total Correlation higher than
value at 0.3 and Cronbach’s Alpha of Website Brand at 0.764 (above 0.6). So, I conclude
that all of four items in Website Brand group will be kept.
4.7.6. Reliability test for Perceived Customer Value after EFA
Table 34: Reliability test of Perceived Customer Value after EFA
Cronbach's Alpha
N of Items
.698
3
Scale Mean
if Item
Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
PCV24 - I enjoy buying with group online
purchasing website
6.32
2.151
.489
.637
PCV25 - The products and services I bought on
these websites bring high economic value to me
6.48
1.926
.606
.487
PCV26 - Products and services I received are
satisfactory to the money I spent
6.34
2.113
.454
.684
Item-Total Statistics
Base on table 34, all question have Corrected Item-Total Correlation higher than
value at 0.3 and Cronbach’s Alpha of PCV at 0.698 (above 0.6). So, I conclude that all of
four items in Perceived Customer Value group will be kept.
- 54 -
4.8. Correlation Testing
Pearson's Correlation Coefficient (r indicate) is used to measure of the strength and
direction of the linear relationship between two variables that is defined as the sample
covariance of the variables divided by the product of their sample standard deviations.
Absolute value of r indicates how close the level of the linear relationship is. If this
value is near to 1, the two variables have a very close relationship.
Table 35: Pearson's Correlation Coefficient of four independent variables and PCV
TR_PPQ Trust
and Perceived
Product Quality
Pearson Correlation
R_PPQ Trust
and Perceived Sig. (2-tailed)
Product Quality
N
482
Pearson Correlation
.000
PP - Perceived
Sig. (2-tailed)
Price
CS Customer
Services
EW - Easy
to Use
Website
1
1.000
482
482
Pearson Correlation
.000
.000
1.000
1.000
N
482
482
482
Pearson Correlation
.000
.000
.000
Sig. (2-tailed)
1.000
1.000
1.000
482
482
482
482
.510**
.424**
.186**
.106*
.000
.000
.000
.019
482
482
482
482
N
Pearson Correlation
PCV-Perceived
Customer
Sig. (2-tailed)
Value
N
PCV-Perceived
Customer Value
1
N
CS - Customer
Sig. (2-tailed)
Services
EW - Easy to
Use Website
PP Perceived
Price
1
1
1
482
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
- 55 -
Base on table 35, the writer easily see that, r indicate of each pairs of independent
variables at 0.0 so that the independent variable has no relationship to each other. In other
words, these variables are not linear relationship to another. Moreover, all independent
variables (TR_PPQ, PP, EW, and CS) has the positive linear relationship with dependent
variable (PCV). It means that if the independent variables get higher value, dependent
variable gets higher value too. However, the impact of each independent variable on
dependent variable is different. TR_PPQ has the biggest correlation coefficient value at
0.510 whereas EW has the smallest positive linear relationship with PCV, because it has
the smallest correlation coefficient at 0.106.
Table 36: Pearson's Correlation Coefficient of WB and PCV with PI
WB - Website
Brand
Pearson Correlation
WB - Website
Brand
PI- Purchase
Intention
1
Sig. (2-tailed)
N
482
Pearson Correlation
.000
PCV - Perceived
Sig. (2-tailed)
Customer Value
N
1
1.000
482
482
.197**
.551**
Sig. (2-tailed)
.000
.000
N
482
482
Pearson Correlation
PI- Purchase
Intention
PCV - Perceived
Customer Value
1
482
**. Correlation is significant at the 0.01 level (2-tailed).
Look like table 36, the writer conclusion that Website Brand and Perceived
Customer Value have not linear relationship, but both of them have positively linear
relationship with Purchase Intention they will be used for next step regression analysis
- 56 -
4.9. Regression Analysis
Base on the conceptual research model, three models of multiple regression will be
analyzed. For convenient, the model were set name “Model 1”, “Model 2”, and “Model 3”
with independent and dependent variables are showed in the table below.
Table 37: Independent and dependent variables of three models
Independent Variables
Conceptual
model
Name
Dependent Variable
Code
Trust and Perceived Quality
Code
Perceived
Customer Value
PCV
Purchase Intention
PI
Purchase Intention
PI
TR_PPQ
Perceived Price
PP
Easy to Use Websites
EW
Customer Service
CS
Model 1
Perceived Customer Value
PCV
Website Brand
WB
Model 2
Trust and Perceived Quality
Name
TR_PPQ
Perceived Price
PP
Easy to Use Websites
EW
Customer Service
CS
Model 3
4.9.1. Linear regression of Model 1
Table 38: Model Summary and ANOVA table of Model 1
Model Summary
Model
R
R Square
Adjusted R Square
Std. Error of the
Estimate
1
.696a
.485
.481
.72059838
a. Predictors: (Constant), EW - Easy to Use Website, CS - Customer Services, PP - Perceived Price,
TR_PPQ Trust and Perceived Product Quality
- 57 -
ANOVAa
Model
1
Sum of Squares
df
Mean Square
F
Sig.
Regression
233.312
4
58.328
112.329
.000b
Residual
247.688
477
.519
Total
481.000
481
a. Dependent Variable: PCV-Perceived Customer Value
b. Predictors: (Constant), EW - Easy to Use Website, CS - Customer Services, PP - Perceived Price,
TR_PPQ Trust and Perceived Product Quality
The table above shows the R Square = 0.485 and Adjusted R Square = 0.481 (adjust
estimation for true population), it means that the first model includes “Perceived Price”,
“Trust and Perceived Product Quality”, “Ease to Use Website” and “Customer Service”
explains over 48% of the variance in “Perceived Customer Value” with F value is 112.329
and Sig. =0.000 thus, the “Model 1” reaches statistical significance.
Table 39: Coefficients for first model
Unstandardized Coefficients
Model
T
Sig.
.000
1.000
B
Std. Error
-7.542E-017
.033
TR_PPQ Trust and
Perceived Product Quality
.510
.033
.510
15.512
.000
PP - Perceived Price
.424
.033
.424
12.895
.000
CS - Customer Services
.186
.033
.186
5.648
.000
EW - Easy to Use Website
.106
.033
.106
3.238
.001
(Constant)
1
Standardized
Coefficients
Beta
a. Dependent Variable: PCV-Perceived Customer Value
Based on the results got from SPSS was showed at table 39. The relationship
between dependent variable (PCV) with four independent variables (TR_PPQ, PP, EW and
CS) could be written as linear equation.
- 58 -
PCV = 0.51TR_PPQ + 0.424PP + 0.106EW + 0.186CS
(Equation 1)
Hypothesis H3*: “Ease to Use Website” has positively impact on “Perceived
Customer Value” based on the “Equation 1” the Standardized Coefficients of EW on the
PCV is 0.106 and sig. = 0.001 (0) and sig. = 0.000 ([...]... package to increase customers awareness and offer suitable methods of payment From the above reasons, I choose topic as follow: FACTORS AFFECTING THE CUSTOMER’S PURCHASE INTENTION - THE CASE OF ONLINE GROUPON (ONLINE PURCHASING GROUP) IN HCMC The purpose of this study is to define factors affecting customers purchase intention, and then apply business strategy that is most suitable for the enterprise’s... currently there are approximately more than 100 website offering online Groupon and over 14 websites gathering deals from offering Groupon service shopping in Vietnam This reflects the development potential of Groupon market in the country Hence, it is important for online shopping groups to have a deep understanding about the factors influencing the online buying intention of customers, for example brand of. .. affecting customer’s purchasing intention for the case of online groupon (online purchasing group) in Ho Chi Minh City when they buy a product or service via Groupon Website The literature review comprises of theoretical framework for the research model, the measurement of five factors mentioned in the model, and questionnaires for the study of customer’s purchasing intention though Groupon websites After... Moreover, online Groupon is a field of my favorite 1.3 Research Questions From problem statement, the research raises the following research question Which factors will affect the customer’s intention of online purchasing group (online Groupon) 1.4 Research Objectives 1.4.1 General objectives Generally, this thesis research will identify some factors affecting the customer’s purchase intention of online Groupon. .. website in other to increase customer’s intention of online Groupon 1.5 Research Scopes and Limitations This thesis mainly focuses on intention of customer whom officers and students from eighteen to fifty years old in Ho Chi Minh City Because officers and students are target customers of online Groupon method Moreover, Ho Chi Minh City is the main economic city and a city is the most population in Vietnam... support of advisor, I can study more knowledge and experience to do research from him To the online Groupon industry: I hope that this research can find some factors affecting to customer’s intention of online Groupon after I can give suggestion for the marketing strategy of company to rate up customer’s intention As a result, I hope the Groupon industry can develop quickly 1.7 Structure of Research The thesis... deeper about each of these elements in the following sections Perceived Customer Value in the case of online buying could be either positively or negatively influenced by these factors 2.4.2.1 Valence of Experience Valence of experience is defined in the research model as “consumer’s emotional or attitudinal state aroused by the pre -purchase on-line shopping experience” (Chen and Dubinsky, 2003) Consumer... Results of the "Study Monitoring Consumer Electronic Commerce 2012" by Visa has revealed that Vietnamese have gradually getting used to online shopping and gaining more trust in online security measures Therefore, the room for development of Groupon market in Vietnam is very promising, which is the driver for this research 1.2 Problems of Research It can be seen that the online purchasing group market in. .. important concept in marketing research, it can be defined The worth that a product or service has in the mind of the consumer The consumer's perceived value of a good or service affects the price that he or she is willing to pay for it For the most part, consumers are unaware of the true cost of production for the products they buy Instead, they simply have an internal feeling for how much certain products... “Valence of Experience” has positively impact on Purchase Intention H8: “Trust” has positively impact on Purchase Intention H9: “Product Price” has positively impact on Purchase Intention H10: “Perceived Product Quality” has positively impact on Purchase Intention - 13 - 2.4 Related Concepts 2.4.1 Purchasing intention Purchase intention is an individual’s decision to purchase something It can .. .FACTORS AFFECTING THE CUSTOMER’S INTENTION - THE CASE OF ONLINE GROUPON (ONLINE PURCHASING GROUP) IN HCMC In Partial Fulfillment of the Requirements of the Degree of MASTER OF BUSINESS ADMINISTRATION... customer’s purchasing intention for the case of online groupon (online purchasing group) in Ho Chi Minh City when they buy a product or service via Groupon Website The literature review comprises of theoretical... ONLINE GROUPON (ONLINE PURCHASING GROUP) IN HCMC The purpose of this study is to define factors affecting customers purchase intention, and then apply business strategy that is most suitable for the
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