Factors influencing customer satisfaction a study of online shopping in vietnam

97 718 2
Factors influencing customer satisfaction a study of online shopping in vietnam

Đang tải... (xem toàn văn)

Tài liệu hạn chế xem trước, để xem đầy đủ mời bạn chọn Tải xuống

Thông tin tài liệu

MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY  PHAN THANH LONG FACTORS INFLUENCING CUSTOMER SATISFACTION: A STUDY OF ONLINE SHOPPING IN VIETNAM MASTER THESIS OF BUSINESS ADMINISTRATION HO CHI MINH CITY – 2012 MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY  PHAN THANH LONG FACTORS INFLUENCING CUSTOMER SATISFACTION: A STUDY OF ONLINE SHOPPING IN VIETNAM Subject: Master of Business Administration Code: 60.34.01.02 MASTER THESIS OF BUSINESS ADMINISTRATION SUPERVISOR: DR NGUYỄN THỊ MAI TRANG HO CHI MINH CITY – 2012 I ACKNOWLEDGEMENT For the successful completion of this thesis, I would like to extend my sincere thanks to: Respectful lecturers of University of Economics Ho Chi Minh City, who have empowered me with considerably useful knowledge during the time I studied in the University, especially Dr Nguyễn Thị Mai Trang, who have whole-heartedly instructed me to approach relevant matters in reality, research methods, as well as the contents of the thesis Students of the eMBA course, University of Economics Ho Chi Minh City for kindly helping me to collect information necessary for the study My special thanks also go to Mr Cao Quốc Việt for his strong support in the implementation of the data analysis and the completion of the thesis Although the author has tried the best to complete the thesis, but errors could not be comprehensively avoided Therefore, the author is looking forward to receiving the inputs and comments from respectful lecturers and friends, so that the thesis could be more and more improved Phan Thanh Long Ho Chi Minh, 28 October 2012 II COMMITMENT I would like to commit that this thesis, “Factors influencing customer satisfaction: a study of online shopping in Vietnam”, was accomplished based on my independent and serious studies and researches The data was collected in reality and it has clear origins In addition to that, the data was trustworthily handled by author and it has never been released in any menu Ho Chi Minh, 28 October 2012 Phan Thanh Long Signature: III TABLE OF CONTENT ACKNOWLEDGEMENT I COMMITMENT II TABLE OF CONTENT III LIST OF TABLE V LIST OF FIGURE V ABSTRACT .1 CHAPTER 1: INTRODUCTION 1.1 Research background 1.2 Internet development and application of e-commerce in Vietnam 1.2.1 Advantages of Vietnam online shopping environment 1.2.2 Difficulties and challenges in Vietnam online market 1.3 Problem statement 1.4 Research questions .7 1.5 Research objectives 1.6 Significances of the research 1.7 Research scope .8 1.8 Research method 1.8.1 Qualitative method 1.8.2 Quantitative method .9 1.9 Structure of the research .9 CHAPTER 2: LITERATURE REVIEW 11 2.1 Introduction .11 2.2 Online shopping customer satisfaction (e-satisfaction) .11 2.3 Proposed conceptual model and hypotheses 14 2.4 Summary 18 CHAPTER 3: RESEARCH METHODOLOGY 20 3.1 Research design 20 3.2 Questionnaire development 21 3.2.1 Independent variables 22 3.2.2 Dependent variable Online shopping customer satisfaction .25 3.3 Questionnaire translation 27 3.4 Research strategy 27 IV 3.4.1 Qualitative pilot study 27 3.4.2 Quantitative pilot study .28 3.5 Targeted population 28 3.6 Research sampling .29 3.6.1 Sample size 29 3.6.2 Sample strategy 29 3.7 Collecting data 29 3.8 Methods of data analysis 30 3.8.1 Data cleaning .31 3.8.2 Reliability assessment of measurement scales (Cronbach alpha) .31 3.8.3 Validity assessment of measurement scales (EFA) .31 3.8.4 Multi Linear Regression (MLR) 32 3.9 Research process 33 3.10 Summary 33 CHAPTER 4: DATA ANALYSIS 35 4.1 Descriptions of sample 36 4.2 Reliability and validity of the measurement scale 37 4.2.1 Reliability (Cronbach alpha) 37 4.2.2 Exploratory factor analysis (EFA) 40 4.3 Testing the research model and the hypotheses 46 4.3.1 Testing correlations of constructs .46 4.3.2 Checking regression assumptions 47 4.3.3 Multi-Linear regression analysis 48 4.4 Summary .53 CHAPTER 5: CONCLUSION AND IMPLICATION 55 5.1 Discussion of findings 55 5.2 Practical implications 56 5.3 Limitations and recommendations .58 LIST OF REFERENCE 60 APPENDIX I 70 APPENDIX 74 APPENDIX 79 APPENDIX 86 GRAPHIC ANALYSIS OF REGRESSION ASSUMPTIONS 86 APPENDIX 88 V LIST OF TABLE Table 2.1 Summary of existing researches in e-satisfaction 13 Table 3.1 Survey items used in the study 25 Table 4.1 Statistical report of socio-demographic variables 37 Table 4.2 Cronbach alpha coefficients 38 Table 4.3 Details of five unqualified observation variables 42 Table 4.4 EFA results of independent variables 43 Table 4.5 EFA results of dependent variable 45 Table 4.6 Correlations 46 Table 4.7 MLR results using Enter technique 48 Table 4.8 ANOVA 49 Table 4.9 MLR variables coefficients 49 Table 4.10 Results of testing the hypotheses 51 LIST OF FIGURE Figure 2.1 Proposed conceptual framework 15 Figure 3.1 Research process in the study 35 Figure 4.1 The updated research model 53 ABSTRACT Vietnam has witnessed rapid development of Internet, in terms of infrastructure, users and internet-based services As for Vietnamese people, Internet gradually becomes a very important channel for shopping, introducing products and services, characterized by the surging numbers of online transactions It inspired the need to study the issues related to the satisfaction of customers for online shopping The purpose of the thesis is to study the main factors influencing the satisfaction of customers when they carry out the online shopping The study is based on the data related to online shopping customers of the website ebay.vn over the past months Information quality, Website design, Delivery method, Customer service, Merchandise attribute were identified as five important factors influencing Vietnamese customer satisfaction as they purchase online CHAPTER INTRODUCTION This chapter will present overview introduction on the development of Internet, as well as e-commerce applications in Vietnam recently Research problem, research objectives, research questions, extent and method of research will also be presented 1.1 Research background The coming into being of Internet has been changing the traditional ways of purchasing goods of human being The users have no longer been restricted by time and geographical factors They could actively buy the products and goods regardless of any time and location factors Internet has brought about new methods of communication and new ways of exchanging everyday information between peoples The ever increasing number of Internet users would also coincide with the development of online purchasing (Joines, Schere & Scheufele, 2003) The fast development of Internet would be explained by the combination of broadband technology and the change of customer behaviour (Oppenheim & Ward, 2006) Online shopping is a process when users decide to buy products or services in the Internet economy Internet was developed as a new channel of distribution (Hollensen, 2004) and e-commerce was identified by Smith and Rupp (2003) as a very important factor contributing to Internet revolution Online shopping is one of the main reasons for using Internet and looking for goods, as well as information related to the goods (Joines et al., 2003) Smith and Rupp (2003) also said that thanks to Internet, users could find many providers and reference information, as well as reviews of products they need to buy That is the reason why Internet has become a very competitive environment, when the fights are very tough to attract and keep the customers To influence and keep the customers in a competitive market, Constantinides (2004) found it would be very necessary to identify the factors or issues influencing customers when they carry out their online shopping 1.2 Internet development and application of e-commerce in Vietnam According to Vietnam NetCitizens report (Chimigo Vietnam, 2011), in 2010, the number of Internet users in Vietnam accounted for 31% of the total population The percentage is similar to some other countries like China, the Philippines and Thailand Over the past few years, in comparison with other countries in the region, we have witnessed rapid development of Internet in Vietnam and Vietnam becomes a country whose Internet development ranked top of the world In the urban areas (including 12 cities mentioned in Chimigo Vietnam, (2011)), over 50% of urban population had their Internet connections The percentage was even higher in Ha Noi and Ho Chi Minh city Online shopping and auction websites were not regularly used However, we have witnessed strongest development of online shopping activities over the past years According to information publicized in the Vietnam E-commerce report 2011 by Ministry of Industry and Commerce, 100% of surveyed enterprises were equipped with computers, 98% were connected with Internet with different ways, in which 89% had their broadband technology connections (ADSL) Over 81% of enterprises used e-mails in their business and manufacturing activities, the number was 96% for big enterprises and 80% for small and medium enterprises The application of specialized software was prioritized by enterprises to enhance the efficiency of their activities, such as accounting (88%), human resource management (48%)… Most of enterprises accepted the bookings or made the bookings via electronic devices, in which the number of enterprises accepted the bookings or made the bookings via Internet was ever increasing According to the survey, the percentage of enterprises accepted the bookings via e-mails accounted for 52% and the number was 15% for website-based bookings, the percentage of enterprises made the bookings via e-mails accounted for 53% and the number was 76 SAP1 SAP2 SAP3 SAP4 Item-Total Statistics Scale Corrected Scale Mean if Variance if Item-Total Item Deleted Item Deleted Correlation 17.05 10.623 849 17.05 9.533 854 16.94 11.157 829 16.92 10.484 850 Mean 22.65 Scale Statistics Std Variance Deviation 18.169 4.262 Cronbach's Alpha if Item Deleted 910 911 918 909 N of Items Appendix 2.4: Cronbach alpha analysis of factor: Customer Service (CS) Reliability Statistics Cronbach's N of Alpha Items 911 CS1 CS2 CS3 Item Statistics Std Mean Deviation 5.79 1.302 5.61 1.297 5.73 1.207 N 274 274 274 Item-Total Statistics Scale Corrected Scale Mean if Variance if Item-Total Item Deleted Item Deleted Correlation CS1 11.34 5.507 837 CS2 11.52 5.598 821 CS3 11.40 6.051 810 Mean 17.13 Scale Statistics Std Variance Deviation 12.320 3.510 Cronbach's Alpha if Item Deleted 860 873 883 N of Items Appendix 2.5: Cronbach alpha analysis of factor: Delivery Method (DM) Reliability Statistics Cronbach's N of Alpha Items 848 77 DM1 DM2 DM3 DM4 DM1 DM2 DM3 DM4 Item Statistics Std Mean Deviation 5.28 1.456 5.77 1.146 5.76 1.356 5.71 1.244 Scale Mean if Item Deleted 17.24 16.75 16.76 16.81 N 274 274 274 274 Item-Total Statistics Scale Corrected Cronbach's Variance if Item-Total Alpha if Item Item Deleted Correlation Deleted 10.997 583 859 11.947 693 809 10.308 758 775 11.065 742 785 Scale Statistics Std Mean Variance Deviation 22.52 18.749 4.330 N of Items Reliability Statistics Cronbach's N of Alpha Items 880 MA4 MA5 MA6 Scale Mean if Item Deleted MA4 10.85 MA5 10.81 MA6 10.65 Item Statistics Std Mean Deviation 5.30 1.207 5.34 1.292 5.50 1.149 N 274 274 274 Item-Total Statistics Scale Corrected Cronbach's Variance if Item-Total Alpha if Item Item Deleted Correlation Deleted 5.068 780 820 4.669 793 810 5.475 738 858 78 Scale Statistics Std Mean Variance Deviation 16.15 10.765 3.281 N of Items Appendix 2.6: Cronbach alpha analysis of factor: Online Customer Satisfaction (OCS) Reliability Statistics Cronbach's N of Alpha Items 914 OCS1 OCS2 OCS3 OCS4 OCS1 OCS2 OCS3 OCS4 Scale Mean if Item Deleted 16.75 16.88 16.88 16.75 Item Statistics Std Mean Deviation 5.67 1.097 5.54 1.106 5.54 1.223 5.67 1.169 N 274 274 274 274 Item-Total Statistics Scale Corrected Cronbach's Variance if Item-Total Alpha if Item Item Deleted Correlation Deleted 10.204 773 900 9.772 844 876 9.384 795 894 9.588 812 886 Scale Statistics Std Mean Variance Deviation 22.42 16.830 4.102 N of Items 79 APPENDIX EXPLORATORY FACTOR ANALYSIS (EFA) Appendix 3.1: The first EFA implementation of six independent variables KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy .924 Bartlett's Test of Sphericity Approx Chi-Square 6733.641 df 561 Sig .000 Total Variance Explained Compo n-ent 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Initial Eigenvalues % of Cumulati Total Variance ve % 14.131 41.561 41.561 2.677 7.873 49.434 1.776 5.224 54.658 1.580 4.648 59.305 1.436 4.222 63.528 1.244 3.658 67.186 910 2.677 69.863 886 2.606 72.469 814 2.393 74.863 684 2.013 76.876 666 1.958 78.834 652 1.916 80.750 589 1.731 82.481 547 1.609 84.090 480 1.412 85.501 465 1.369 86.870 448 1.317 88.188 417 1.227 89.415 388 1.140 90.555 349 1.025 91.580 317 933 92.513 307 904 93.417 295 867 94.284 Extraction Sums of Squared Loadings % of Varianc Cumulativ Total e e% 14.131 41.561 41.561 2.677 7.873 49.434 1.776 5.224 54.658 1.580 4.648 59.305 1.436 4.222 63.528 1.244 3.658 67.186 Rotation Sums of Squared Loadings % of Varianc Cumulative Total e % 5.851 17.208 17.208 3.967 11.668 28.876 3.850 11.324 40.200 3.290 9.677 49.877 3.102 9.123 59.000 2.783 8.186 67.186 80 24 259 762 95.045 25 252 741 95.786 26 218 640 96.427 27 206 604 97.031 28 184 541 97.572 29 172 507 98.079 30 166 489 98.568 31 149 438 99.006 32 128 377 99.384 33 117 344 99.727 34 093 273 100.000 Extraction Method: Principal Component Analysis WD2 WD7 WD1 WD10 WD9 WD3 WD4 WD6 WD8 IQ2 IQ5 IQ7 IQ3 IQ4 IQ6 IQ1 SAP4 SAP3 SAP1 SAP2 WD5 MA4 MA5 MA6 MA1 MA2 MA3 CS2 CS1 CS3 DM3 754 740 740 735 732 731 679 671 578 220 241 189 330 065 197 270 155 227 314 262 417 116 182 256 377 317 205 139 088 121 125 Rotated Component Matrix(a) Component 244 133 138 -.102 258 146 268 055 076 209 229 095 260 228 121 269 011 220 254 036 170 -.003 346 193 286 307 257 734 115 054 670 130 239 641 216 148 626 159 113 566 473 113 543 132 327 478 169 139 269 789 170 234 763 202 195 755 192 169 754 185 111 470 275 150 192 864 218 182 806 338 238 673 082 145 491 086 196 453 052 039 420 161 139 107 256 263 097 204 259 122 232 207 132 065 -.067 121 158 148 212 167 -.066 131 187 084 179 172 030 107 284 188 227 228 252 002 042 028 154 156 353 342 828 803 796 194 008 289 101 141 040 -.050 130 284 030 175 223 073 113 235 156 249 199 163 129 151 171 080 062 028 226 313 188 269 159 130 793 81 DM4 123 162 248 208 DM2 146 359 240 041 DM1 240 334 -.029 133 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations Component Matrix(a) Component SAP1 757 065 -.290 -.324 SAP3 745 150 -.311 -.297 SAP2 731 118 -.300 -.335 SAP4 720 211 -.325 -.310 WD10 715 -.349 178 -.150 WD8 711 -.271 -.009 -.009 WD9 709 -.380 163 -.090 MA6 689 -.054 -.298 375 MA2 672 061 -.108 077 IQ5 662 079 134 275 IQ3 652 023 221 162 WD4 650 -.334 240 042 WD3 649 -.419 237 118 IQ1 649 140 184 089 WD6 645 -.396 -.090 -.260 WD2 643 -.468 177 -.026 WD1 638 -.399 291 -.027 DM4 638 353 000 -.120 WD5 626 -.177 -.242 -.163 IQ2 625 155 295 206 DM3 622 353 078 -.124 DM2 621 316 137 -.126 CS1 621 474 178 -.054 CS3 611 422 153 -.059 IQ7 608 127 126 192 IQ4 607 229 -.087 -.017 CS2 602 448 247 -.049 MA1 602 -.124 -.158 141 IQ6 602 066 022 295 DM1 600 244 304 090 MA5 591 -.092 -.445 450 WD7 586 -.476 -.024 -.295 MA4 561 -.047 -.522 459 MA3 475 067 -.065 178 Extraction Method: Principal Component Analysis a components extracted .265 152 388 730 683 502 -.120 -.154 -.096 -.221 038 -.049 -.014 029 314 -.300 -.280 086 096 -.098 076 -.014 021 175 -.041 -.355 092 -.074 238 278 -.323 -.430 387 234 -.194 161 099 168 160 330 -.174 -.147 -.167 -.104 -.029 -.114 -.107 -.084 052 096 -.054 002 -.162 006 196 -.069 -.009 415 046 -.008 505 418 -.349 -.364 -.100 060 -.240 096 040 209 036 220 049 -.010 82 Appendix 3.2: The second EFA implementation of six independent variables (after remove disqualified variables: IQ1, WD5, MA1, MA2, MA3) KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi-Square Sphericity df Sig Component Matrix(a) Component SAP1 760 085 -.273 -.339 SAP3 747 175 -.290 -.304 SAP2 733 141 -.271 -.350 SAP4 728 235 -.322 -.306 WD10 721 -.356 169 -.134 WD8 717 -.277 -.062 -.024 WD9 714 -.393 126 -.077 MA6 686 -.041 -.356 315 IQ5 666 067 053 354 IQ3 663 012 155 264 WD2 650 -.483 123 -.004 WD3 649 -.436 192 125 WD1 646 -.414 261 014 WD4 645 -.346 226 058 WD6 643 -.384 -.067 -.290 DM4 638 361 071 -.126 IQ2 634 126 200 309 DM2 625 312 167 -.064 CS1 625 462 228 -.047 DM3 622 350 127 -.108 IQ7 618 112 032 274 CS3 613 412 208 -.065 IQ4 612 229 -.157 039 IQ6 606 061 -.048 337 DM1 605 227 326 126 CS2 603 432 320 -.059 WD7 585 -.469 009 -.336 MA5 585 -.077 -.502 350 MA4 546 -.026 -.553 335 Extraction Method: Principal Component Analysis a components extracted .917 5960.108 406 000 -.078 -.107 -.054 -.149 010 012 -.001 234 -.283 -.223 035 178 010 064 -.026 049 -.356 -.240 331 -.072 -.191 380 -.408 -.121 092 427 041 279 305 -.195 -.181 -.180 -.142 -.019 -.094 -.103 021 -.010 -.141 -.046 -.111 -.006 011 213 461 -.146 361 -.258 521 -.164 -.255 -.075 -.006 243 -.111 261 174 187 83 Total Variance Explained Component Extraction Sums of Squared Rotation Sums of Squared Initial Eigenvalues Loadings Loadings % of Cumulative % of Cumulati % of Cumulativ Total Variance % Total Variance ve % Total Variance e% 12.378 42.684 42.684 12.378 42.684 42.684 5.566 19.192 19.192 2.622 9.042 51.726 2.622 9.042 51.726 3.613 12.459 31.650 1.692 5.834 57.560 1.692 5.834 57.560 3.509 12.099 43.749 1.536 5.298 62.858 1.536 5.298 62.858 2.818 9.716 53.466 1.292 4.454 67.312 1.292 4.454 67.312 2.668 9.200 62.666 1.228 4.235 71.548 1.228 4.235 71.548 2.576 8.882 71.548 898 3.098 74.646 807 2.784 77.430 675 2.327 79.757 10 573 1.976 81.733 11 525 1.811 83.543 12 484 1.670 85.213 13 453 1.562 86.776 14 409 1.411 88.187 15 373 1.285 89.472 16 356 1.226 90.698 17 334 1.152 91.850 18 320 1.104 92.954 19 267 922 93.876 20 260 898 94.774 21 244 842 95.616 22 210 725 96.341 23 200 688 97.030 24 179 617 97.647 25 174 600 98.247 26 158 545 98.793 27 129 443 99.236 28 122 422 99.658 29 099 342 100.000 Extraction Method: Principal Component Analysis WD2 WD7 WD1 WD3 WD10 WD9 WD4 WD6 WD8 767 748 746 744 743 741 684 679 596 Rotated Component Matrix(a) Component 124 212 067 260 -.113 -.089 049 260 123 004 243 226 233 201 147 238 246 132 036 257 167 347 -.009 -.085 323 256 118 024 292 108 -.038 150 048 125 287 050 147 112 058 209 065 097 126 158 249 84 SAP4 170 791 236 188 213 SAP3 238 770 226 217 167 SAP1 327 766 186 209 134 SAP2 275 761 159 238 157 IQ2 224 151 756 167 166 IQ5 249 141 688 088 222 IQ3 335 153 638 187 122 IQ7 202 210 608 199 094 IQ4 073 298 554 019 234 IQ6 212 133 540 126 166 CS2 159 146 132 834 290 CS1 106 270 231 811 178 CS3 140 263 173 805 152 DM3 141 204 195 192 813 DM4 141 240 129 277 752 DM2 153 243 360 142 690 DM1 255 -.029 317 201 517 MA4 153 183 120 063 122 MA5 222 164 165 060 117 MA6 290 218 281 194 078 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations .182 181 171 167 018 211 101 175 105 323 087 084 110 121 194 011 115 868 842 706 Appendix 3.3: The EFA implementation of dependent variables (Online Shopping Customer Satisfaction – OCS) KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square df Sig .820 791.335 000 Total Variance Explained Component Initial Eigenvalues Extraction Sums of Squared Loadings Cumulative Total % of Variance Cumulative % Total % of Variance % 3.190 79.748 79.748 3.190 79.748 79.748 394 9.862 89.610 228 5.694 95.304 188 4.696 100.000 Extraction Method: Principal Component Analysis 85 Component Matrix(a) Component OCS2 917 OCS4 895 OCS3 885 OCS1 874 Extraction Method: Principal Component Analysis a components extracted Rotated Component Matrixa a Only one component was extracted The solution cannot be rotated 86 APPENDIX GRAPHIC ANALYSIS OF REGRESSION ASSUMPTIONS 87 88 APPENDIX MULTIPLE LINEAR REGRESSION ANALYSIS (MLR) Correlations WD SAP IQ CS ** ** WD Pearson Correlation 567 594 387** Sig (2-tailed) 000 000 000 N 274 274 274 274 ** ** SAP Pearson Correlation 567 601 527** Sig (2-tailed) 000 000 000 N 274 274 274 274 ** ** IQ Pearson Correlation 594 601 514** Sig (2-tailed) 000 000 000 N 274 274 274 274 ** ** ** CS Pearson Correlation 387 527 514 Sig (2-tailed) 000 000 000 N 274 274 274 274 ** ** ** DM Pearson Correlation 480 554 606 583** Sig (2-tailed) 000 000 000 000 N 274 274 274 274 MA Pearson Correlation 499** 503** 524** 348** Sig (2-tailed) 000 000 000 000 N 274 274 274 274 OCSPearson Correlation 530** 552** 616** 577** Sig (2-tailed) 000 000 000 000 N 274 274 274 274 ** Correlation is significant at the 0.01 level (2-tailed) OCS WD SAP IQ CS DM MA Descriptive Statistics Std Mean Deviation 5.6040 1.02561 5.3654 98779 5.6633 1.06562 5.4763 97650 5.7105 1.16998 5.6296 1.08250 5.3832 1.09367 DM 480** 000 274 554** 000 274 606** 000 274 583** 000 274 274 409** 000 274 655** 000 274 N 274 274 274 274 274 274 274 MA 499** 000 274 503** 000 274 524** 000 274 348** 000 274 409** 000 274 274 520** 000 274 OCS 530** 000 274 552** 000 274 616** 000 274 577** 000 274 655** 000 274 520** 000 274 274 89 Model Variables Entered/Removed(b) Variables Variables Entered Removed Method MA, CS, WD, DM, Enter SAP, IQa a All requested variables entered b Dependent Variable: OCS Model R 759a Model Summary Adjusted R Std Error of R Square Square the Estimate 576 567 67498 a Predictors: (Constant), MA, CS, WD, DM, SAP, IQ ANOVA(b) Sum of Mean Squares df Square Regression 165.515 27.586 Residual 121.646 267 456 Total 287.161 273 a Predictors: (Constant), MA, CS, WD, DM, SAP, IQ b Dependent Variable: OCS Model F 60.548 Sig .000a Coefficients(a) Model (Constant) WD SAP IQ CS DM MA Standard -ized Unstandardized CoefficiCoefficients ents Std B Error Beta 424 281 112 056 108 039 055 040 159 063 151 176 046 201 286 053 301 163 047 174 t 1.510 2.012 706 2.532 3.858 5.386 3.501 Sig .132 045 481 012 000 000 001 Correlations Zero- Partia order l Part 530 552 616 577 655 520 122 043 153 230 313 210 080 028 101 154 215 139 Collinearity Statistics Tolera nce VIF 550 489 446 587 506 642 1.820 2.044 2.241 1.704 1.975 1.557 90 Coefficients(a) Model Standard -ized Unstandardized CoefficiCoefficients ents Std B Error Beta (Constant) 424 281 WD 112 056 108 SAP 039 055 040 IQ 159 063 151 CS 176 046 201 DM 286 053 301 MA 163 047 174 a Dependent Variable: OCS Model Dimension Eigenval -ue 11 6.895 029 019 018 015 013 011 a Dependent Variable: OCS t 1.510 2.012 706 2.532 3.858 5.386 3.501 Sig .132 045 481 012 000 000 001 Correlations Zero- Partia order l Part 530 552 616 577 655 520 122 043 153 230 313 210 080 028 101 154 215 139 Collinearity Statistics Tolera nce VIF 550 489 446 587 506 642 1.820 2.044 2.241 1.704 1.975 1.557 Collinearity Diagnosticsa Variance Proportions Condition Consta Index -nt WD SAP IQ CS DM MA 1.000 00 00 00 00 00 00 00 15.504 00 05 00 00 35 07 33 19.103 33 16 00 00 15 00 55 19.554 61 15 11 05 08 05 07 21.283 00 06 25 04 21 63 02 22.785 06 40 63 02 22 04 00 24.790 00 19 00 90 00 22 03 ... customers purchasing online in Vietnam are still limited It becomes an imperative demand of online retailers to understand the main factors influencing the satisfaction of Vietnamese online customers... sustainable relationship with customers (Patterson et al., 1998) 2.2 Online shopping customer satisfaction (e -satisfaction) The fundamental understanding of relevant factors influencing online customer. ..MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY  PHAN THANH LONG FACTORS INFLUENCING CUSTOMER SATISFACTION: A STUDY OF ONLINE SHOPPING IN VIETNAM Subject:

Ngày đăng: 04/05/2017, 21:38

Từ khóa liên quan

Tài liệu cùng người dùng

  • Đang cập nhật ...

Tài liệu liên quan