Analysis of Online Shopping Intentions of Vietnamese

By

ACKNOWLEDGEMENT

I am very grateful to God who has given me the grace to start this course and end it successfully. I would like to thank my family, who worked really hard and stood by me all the way. God bless my family who gave me full support and encouraged me. I would like to thank my supervisor, for her patience and support. Finally to my friends and all who have made the completion of this project a success, thank you and God bless you.

DECLARATION

I declare that the work in this dissertation was carried out by me. The project is my own original work and has not been submitted elsewhere in fulfilment of the requirements of this or any other award.

SIGNED: ............................................................. DATE: ..........................

ABSTRACT

The major purpose of this dissertation was to conduct an analysis of the online shopping intentions of the Vietnamese living in their respective country. The basic purpose of this study was to examine the overall trends of online shopping followed in the country. The theory of planned behaviour was also analyzed in detail in order to understand the importance of online shopping in the minds of consumers. A mixed model research methodology was implemented in this research. The qualitative aspect of the research included different articles and information about several variables that were very crucial for the research study. A questionnaire was also given to the respondents in which they were asked several questions in order to provide their responses. The sample size of the study was sufficient enough to obtain detailed responses from the respondents. It was concluded in the study that the overall trend of online shopping is increasing in Vietnam and a suitable strategy will be needed by various companies to meet the challenges associated with high level of demand for online shopping. Therefore, these were the major issues related to research study that was discussed in detail.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

1.1 Background of the Study1

1.2 Purpose of Study1

1.3 Aims and Objectives2

1.4 Research Questions2

1.5 Significance of the Study3

1.6 Emphasis related to importance of Study3

CHAPTER 2: LITERATURE REVIEW4

2.1 Overview of Online Shopping4

2.2 Behavioural intentions of the consumers7

2.3 Country Profile of Vietnam9

2.4 Current Position of Vietnam13

2.5 National Culture of Vietnam14

2.6 Usage of Internet in Vietnam16

2.7 Relationship between Online Shopping and Privacy19

2.8 Advantages of Internet Shopping24

2.9 Disadvantages of Online Shopping27

2.10 The Role of the Internet in Consumer Decision-making Process28

2.11 Theoretical Framework30

2.12. Innovation Adoption32

2.13 Characteristics of online shopping32

2.14 Online shopping versus in store Shopping33

2.15 Role of Agents in Online Shopping34

2.16 Consumer Decision Making in Online Shopping37

2.17 Theory of Planned Behaviour40

2.18 Place Attachment and Symbolic Interaction Theory46

2.19 Concept of Retail Patronage48

2.20 Summary of the Literature Review50

CHAPTER 3: METHODOLOGY51

3.1 Method of Research51

3.2 Qualitative Analysis52

3.3 Quantitative Analysis52

3.4 Data Collection for the research53

3.5 Theoretical model53

3.6 Experimental Design54

3.7 Research Instrument56

3.8 Limitations of the Study56

CHAPTER 4: DISCUSSION AND RESULTS58

4.1 Data Analysis of the Results58

4.2 Overview of the Results58

4.3 Results Generated from the responses59

4.4 Overall explanation derived from the results61

4.5 Overall importance of ...