Các nhân tố ảnh hưởng đến thái độ mua hàng của khách hàng trên kênh Internet - Trường hợp ở Đà Nẵng

Nội dung text: Các nhân tố ảnh hưởng đến thái độ mua hàng của khách hàng trên kênh Internet - Trường hợp ở Đà Nẵng

1. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2019 ICYREB 2019 FACTORS INFLUENCING THE CUSTOMER PURCHASE ATTITUDE ON THE INTERNET CHANNEL-CASE IN DA NANG CÁC NHÂN TỐ ẢNH HƯỞNG ĐẾN THÁI ĐỘ MUA HÀNG CỦA KHÁCH HÀNG TRÊN KÊNH INTERNET - TRƯỜNG HỢP Ở ĐÀ NẴNG Thi Khue Thu Ngo, Thi Khanh Hien Tran University of Economics, The University of Danang khuethu@due.edu.vn ABSTRACT This study discusses the factors affecting the customer purchase attitude on Internet channel in Da Nang. Questionnaires are sent directly to the respondents. After 3 months of collecting the data, 242 valid questionnaires were included in this study. The data is analyzed by the process from factor analysis to reliability testing and regression analysis. The results show that the perceived purchase risk, the convenience of purchase and the service quality of the internet channel will have a positive effect on the consumer purchase attitude of that channel. These findings help us understand more about online shopping behavior today. Managers can use these findings to improve or change the customer purchase attitude toward Internet channel, to increase the purchase on the Internet. Keywords: Perceived channel attributes, purchase attitude, online shopping, consumer behavior. TÓM TẮT Nghiên cứu này thảo luận về các nhân tố ảnh hưởng đến thái độ mua hàng của khách hàng trên kênh Internet ở Đà Nẵng. Bản câu hỏi được gửi trực tiếp đến các đáp viên. Sau 3 tháng thu thập dữ liệu, 242 bản câu hỏi đã được thu về và đưa vào phân tích. Dữ liệu được phân tích thông qua tiến trình từ phân tích nhân tố đến kiểm định độ tin cậy thang đo đến phân tích hồi quy. Kết quả chỉ ra rằng, rủi ro mua hàng nhận thức, tính thuận tiện mua hàng, và chất lượng dịch vụ của kênh Internet sẽ có tác động tích cực đến thái độ mùa hàng của khách hàng trên kênh Internet. Kết quả này giúp chúng ta hiểu rõ hơn về hành vi mua sắm trực tuyến ngày nay. Các nhà quản trị có thể sử dụng kết quả này để cải thiện hoặc thay đổi thái độ mua của khách hàng hướng đến kênh Internet, để gia tăng hành vi mua trên Internet. Từ khóa: Các thuộc tính kênh được nhận thức, thái độ mua hàng, mua sắm trực tuyến, hành vi người tiêu dùng. 1. Introduction Information technology has been applied widely in most of the fields around the world. Due to dramatic growth of Internet in the recent years, the Internet has become a worldwide media for communications, services and trade. The Internet has changed the way of traditional purchase. For example, consumers have no longer been under compulsion of time and place to go shopping; instead they can buy the products or services anytime anywhere. Thanks to that strength, domestic consumers have had interacting opportunities and accustomed to purchase through the Internet. However, the percentage of consumers joining shopping online in Vietnam is still lower than in other countries in region and in the world1. Catching the buying behavior of consumers through the internet will held the online sale businesses to maintain existing customers attract and entice potential customers. In the addition, the attitude is a key factor leading to the changes of behavior on the Internet and the enterprises need to determine the factors which impact purchase behavior on that channel to take out the policy, approaching strategy, client development on channel. The questions are posed in this study that which factors affect to the purchase attitude of consumers for the Internet channel? How is the impact of these factors to the purchase attitude on the Internet channel? Customers can change channels based on 1 Website: KPMG Vietnam: Mua sắm trực tuyến bùng nổ tại Việt Nam (18/01/2017) pham/2017/01/chi-3-nguoi-tieu-dung-o-viet-nam-mua-hang-truc-tiep-tu-trang-web-cua-nha-san-xuat.html. 174
2. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2019 ICYREB 2019 change in demand, and they are influenced by a number of factors such as the perceived risk of the channel, time consuming order, payment problems, and waiting time. Through this study, we will understand well about the core factors influencing the consumer purchase attitude on the internet channel in Da Nang. Once consumers are satisfied with the purchase on a particular channel, they will prefer to use that channel and maintain a purchase on that. Therefore, shopping behavior on the Internet channel is a key factor of channel choice and entrepreneurs will use the suitable marketing programs to attract and retain customers in the shopping process, consumption. 2. Literature review 2.1. Purchase Attitudes Attitude is a tendency that is learned to react to an entity in a favorable or unfavorable way (Nguyen Xuan Lan et al., 2011). For example, a person can have or do not have a preference for any brands, advertisements or any shops. Attitudes are important because they direct the thinking of people (rational function), affect emotion (emotional function) and affect behavior (action function). Attitudes affect the decision to consume or accept or abandon something - this is the behavior of a person. Attitudes play an important role in consumer decision-making as they are the best predictors of behavior. This is an important basis for marketers to deliver effective marketing strategy that influences decision-making and behavioral changes. Attitudes toward channels are defined as negative or positive perceptions of consumers for the channel that they purchase (Fishbein et Ajzen, 1975). Hence, the attitudes of the consumers are the consumers’ perceptions of the channel to buy in a negative or positive way, which will regulate the channel selection behavior. If a factor have a positive influence on the attitude channel, this will be the basis for the consumers to select the channel to purchase, increase their channel loyalty and limit channel switching (Pookulangara and Natesan 2010, Fishbein et Ajzen, 1975). Customers can purchase goods in a variety of channels, and with some feelings of the channel, they will lead to be increases their propensity to seek an alternative when they are not satisfied or appropriate for their needs anymore. In this study, the attitude of shopping on the internet is deeply understood when customers have some sense of the factors from the channel when making a purchase. If they are satisfied and feel positive about a channel through a number of the channel’s elements, they tend to select that channel for their purchase and vice versa. 2.2. Perceived Channel Attributes With the research topic, the author clarifies the factors influencing the purchase behavior of the selected-channel in the buying process. In the decision-making process, there are many factors that affect the change of customer’s choice of channels, forming two definition of loyalty behavior with channel and switching behavior. The behavior of switching channel is claimed to be complicated because consumers use a variety of channels in the buying process. The problems are that customers do not use distinct channels to buy different products, they interact with each other across channels that means they purchase the same product in two different channels. Customers convert channels based on the changing in demand and they are influenced by a number of factors such as the perceived risk of the channel, reasonable price, efforts in evaluating the choices, and waiting time. If the usage of a channel for seeking information causes disadvantages, for instance they waste a lot of time comparing the products together, making the suitable choice because of limited information quantity and unconvincing, they will move to other channel. In addition, the purchase of this channel has many obstacles such as time consuming order, payment problems, risk and price of goods are not competitive they will have a tendency to use other channels to get relevant purchases. The customer perceptions of channel affects channel buying behavior and drive their behavior, the difference between internet channel and store channel (Wang et al, 2015). The questions are posed that 175
3. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2019 ICYREB 2019 for the Internet channel, which factors affect to the purchase attitude of consumers? And these factors affect positively or negatively; strongly or weakly to the consumer purchase attitude on the Internet channel? Generally, these factors are put into the following categories: Perceptions of search benefits, Perceptions of the searching costs, Perceptions of shopping benefits, Perceptions of shopping costs. Table 1: Perceived Channel Attributes affect consumer purchase attitude Types of Factors Authors perceptions Perceptions of the Information Jepsen 2007; Noble et al. 2005; Avery 1996; Duncan and Olshavsky search benefits availability 1982; Wang et al. 2015 Perceptions of the Search effort Hardy 1982; Moorthy et al. 1997; Verhoef et al. 2007, Avery 1996; searching costs Punj and Stealin 1983; Wang et al. 2015 Perceptions of the Purchase convenience, Forsythe et al. 2006; Schro¨der and Zaharia 2008, Bhatnagar and shopping benefits Service quality, Product Ghose 2004; Johnson et al. 2006; Laukkanen 2007; Szymanski and quality, Competitive Hise 2000; Wolfinbarger and Gilly 2001, Chiang and Li 2010; de price and Promotion. Ruyter et al. 1997; Stanley and Wisner 2002; Wang et al. 2015 Perceptions of the Purchase effort and Bhatnagar and Ratchford 2004, Forsythe and Shi 2003; Wang et al. shopping costs Purchase risk 2015 3. Hypotheses development 3.1. Perceived information availability The first channel characteristic of search benefits from using a channel is information availability. Perhaps, it could be the consumer’s perception of the quantity and quality of information availability to evaluate the product or service in the specific channel (Jepsen 2007; Noble et al. 2005). Or another idea from Alba et al., 1997, Hoque and Lohse, 1999, Ratchford et al., 2001 that this factor is showed by the accessibility of information for consumers, and the ability to compare alternatives. If the channel offers useful information, consumers will have positive attitudes of it and tend to increase their search and purchase behaviors in the specific channel (Avery 1996; Duncan and Olshavsky 1982). Thus, this study proposes the following hypotheses: H1 Perceived information availability from the Internet has a positive effect on consumer attitudes toward purchase on that channel. 3.2. Perceived search effort Perceived search effort is considered as the perceived required time (time costs) and perceived difficulty for consumers to gather information on the products and services (Baker et al. 2002, Ratchford et al. 2003; Kang, Herr, and Page 2003). For each person, the search effort is different in buying online. According to Avery (1996) and Punj et al. (1983), if consumers perceive the costs of search (including time and effort) as high, they will avoid searching on that channel. Thus, the following hypotheses are proposed: H2 Perceived search effort from the Internet has a negative effect on consumer attitudes toward purchase on that channel. 3.3. Perceived purchase convenience Consumers might be confused two benefits from using a channel for purchase: purchase convenience and service quality. Purchase convenience could be understood as the efficiency, ease and 176
4. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2019 ICYREB 2019 speed at which products can be purchased (Mathwick, Malhotra and Rigdon, 2001, Messinger and Narasimhan, 1997). This concept is shown in three aspects: possession convenience, transaction convenience, and time convenience (Forsythe et al. 2006; Schro¨der and Zaharia 2008). While service quality refers consumers’ perception on the delivered service in the channel during the purchase (Baker et al. 2002; Homburg, Hoyer, and Fassnacht 2002; Montoya-Weiss et al. 2003). In fact, if consumers buy favorably products in a channel, they will tend to buy to choose that channel to make more purchases. Thus, this study proposes the following hypotheses: H3 Perceived purchase convenience from the Internet has a positive effect on consumer attitudes toward purchase on that channel. 3.4. Perceived service quality Perceived service quality means that the perception on the delivered service in the channel during the purchase (Baker et al. 2002; Homburg, Hoyer, and Fassnacht 2002). Perceived service quality combines the service received during the purchase process and the outcome; including exchange-refund policy for returns, helpfulness, product warrantees, and post-purchase service (Chiang and Li 2010; Stanley and Wisner 2002). Service quality is a key influence and is an antecedent of consumer’s positive attitudes (Kim et al. 2005; Parasuraman et al. 1988; Zeithaml et al. 1996), so they hold increasing perceptions of value in the retail context. Thus, the following hypotheses are proposed: H4 Perceived service quality has a positive effect on consumer attitudes toward purchase on that channel. 3.5. Perceived purchase effort Perceived purchase effort concerns the perceived difficulty and time costs consumers experience when purchasing a product using a specific channel (Baker et al. 2002; Bhatanagar and Ratchford 2004). A consumer may not buy from the channel if they feel the purchase process hard, it’s so important to consider product before buying them, but retailers need to show the advanced method for consumers clearly such as some kind of modern technology way to get useful and quick deal. Besides, when consumers purchase online, they cannot use their senses (e.g., touch) to evaluate a purchase then they spend more time (Gupta et al. 2004). As purchase effort increases, it has a negative effect on customer attitudes toward purchase through a given channel (Forsythe and Shi 2003). Thus, the following hypotheses are proposed: H5 Perceived purchase effort from the Internet has a negative effect on consumer attitudes toward purchase on that channel. 3.6. Perceived purchase risk Perceived purchase risk refers the perceived uncertainty in buying products through a specific channel due to things such as payment issues and lack of privacy (Hoffman, Novak, and Peralta 1999; McKnight et al. 2002; Forsythe and Shi 2003). Consumers’ risk perceptions significantly influence decisions about whether to purchase online or in a physical store (Burke 2002; Gupta et al. 2004; Reardon and McCorkle 2002; Szymanski and Hise 2000). When they see something related to risks on product such as error items, wrong payment, what they get directly that not seem like their thought or expectation. Some problems could make consumers disappointed and they tend to move another channel to buy. Thus, the following hypotheses are proposed: H6 Perceived purchase risk from the Internet has a negative effect on consumer attitudes toward purchase on that channel. 177
5. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2019 ICYREB 2019 4. Research methodology 4.1. Research model From the analysis of the factors above and basing on the prior studies such as Wang et al. (2015), Verhoef et al. (2007), Jepsen (2007) that are given common factors used to analyze their influences on the consumer purchase attitudes; the authors conducted a in-depth interview of the available attributes for purchase attitude on Internet. The results show that out of 10 experts, customers who have online shopping behavior were valid and more than 70% of respondents who choose the factors such as the availability of information, search efforts, quality of service, effort and risk of purchase greatly influence the decision. Therefore, the authors choose these characteristics to build a model for the research. Information availability H1(+) Search effort H2(-) Purchase convenience Purchase H3(+) Attitude Service quality H4(+) Purchase effort H5(-) H6(-) Purchase risk Figure 1: The proposed research model 4.2. Data collection In this study, 6 independent factors and 21 observed variables, using the exploratory factor analysis according to EFA Gorsuch (1983) (cited by MacClall, 1999) with a minimum sample size of 5 * 21 = 105 samples. In addition, according to Tabachnick & Fidell (1991) for best regression analysis, the sample size must satisfy the formula (according to Hoàng Trọng, Chu Nguyễn Mộng Ngọc, 2008) n ≥ 50+8p, n is the sample size, p is the independent variable of the model, so the minimum sample size is 50 + 8 * 6 = 98 samples. To ensure reliable data requiring at least 200 samples, 300 questions will be generated. In fact, the final sample of study is 242 respondents Da Nang city. The direct interview is the key way to collect reliable and useful information. To ensure that respondents could offer reliable responses to the measurement items, we asked them to develop their answers based on products that they have searched and purchased through the Internet channels in the last 3 months. Respondents may be also someone who haven’t yet purchase but they can be in process of information search in the Internet. 4.3. Measurement items As mentioned above, the study uses a scale for the variables in the model and is used to measure consumer perceptions and attitudes towards online channels. Based on the original scale of the previous studies, we used the method ―Back-Translation‖ in order to transform the scale in the Vietnam context. This means that we asked two English experts to translate the scale into Vietnamese and then two other experts translated the scale back into English. As a result, a few words and some minor modifications of items are changed to fit to the thinking of consumers in Vietnam when they do survey. The measurement items are reported in Table 2. The respondents answered all questions on the Likert scale of 5 by 1 = strongly disagree and 5 = strongly agree. 178
6. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2019 ICYREB 2019 Table 2: Measure items of key constructs Constructs and measurement items References (IA) Perceived information availability Hardy (1982); IA1 I can easily compare and select options of product X* in this channel Jepsen (2007); IA2 I can get useful information on product X in this channel To et al. (2007); IA3 I can quickly get information on product X in this channel Verhoef et al. (2007) IA4 I can easily get information on product X in this channel (SE) Perceived search effort Hardy (1982); SE1 It costs me some time to search for information on product X in this channel Jepsen (2007); SE2 It costs Scansaroli and Eng (1997); me some effort to search for information on product X in this channel Verhoef et al. (2007) SE3 I need to follow certain procedures to search for information on product X in this channel (PC) Perceived purchase convenience Brown (1990); PC1 I can buy product X at my convenient time in this channel Forsythe et al. (2006); PC2 I can speedily possess product X when buying from this channel Johnson et al. (2006); PC3 I live a more convenient life by buying product X from this channel Schro¨der and Zaharia (2008) (SQ) Perceived service quality Baker et al. (2002); SQ1 I can have a high level of services for product X from this channel Yu et al. (2011) SQ2 I can get helpful assistance when I want to purchase product X from this channel SQ3 I can have flexible delivery options when buying product X from this channel SQ4 I can easily complete my payment for product X in this channel SQ5 I can easily return and exchange or receive refund in this channel. (PE) Perceived purchase effort Baker et al. (2002); PE1 It costs a lot of time to buy product X from this channel Verhoef et al. (2007) PE2 It costs a lot of efforts to buy product X from this channel PE3 It is difficult to buy product X from this channel (PR) Perceived purchase risk Forsythe et al. (2006); PR1 I think there are potential risks of getting the incorrect product X when Forsythe and Shi (2003); buying from this channel Wang (2008) PR2 I think there are potential risks of incompletely examining the product quality when buying product X from this channel PR3 I think there are potential risks of wrong payments when buying product X from this channel (PA) Purchase attitude Fishbein and Ajzen (1975); PA1 Overall, purchasing on this channel is satisfactory Beatty et al. (1988); PA2 Overall, purchasing on this channel is a clever decision Schiffman and Kanuk (2000) PA3 Overall, purchasing on this channel is pleasant X: We asked consumer to develop their answers based on the product which they have purchased through the Internet in the last 3 months. 179
7. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2019 ICYREB 2019 5. Results The survey was conducted in 2018 in Da Nang city. Table 3 reports a sample of 242 respondents representing multi-channel shoppers in Da Nang and provide demographic characteristics of the respondents. Table 3: Demographic Characteristics of Participants Total Overall Percent Total Overall Percent Gender N=242 100.0 Career N=242 100.0 Male 83 34.3 Student 162 66.9 Female 159 65.7 Officer 56 23.1 Age N=242 100.0 Business 2 0.8 Under 18 7 2.9 Others 16 6.6 18-25 185 76.4 Income N=242 100.0 26-45 46 19.0 20 millions 1 0.4 The above table shows that the number of interviewees was female more than male, accounting for 65.7%, and the age in group from 18-25 accounted for the majority of about 76.4%, mostly officers and students with the income from 5 - 10 millions is common. It can be seen that the trend of online shopping is favored especially among young people, and the average living standard in Da Nang is 5-10 millions. Enterprises need to understand the demographic characteristics in the locality to bring products and services to meet the needs and customers. 5.1. Using Cronbach Alpha for scale reliability The scale was evaluated through Cronbach Alpha coefficients in order to eliminate unreliable variables before, the variables which have a Corrected Item- Total Correlation less than 0.3 will be excluded and will select the scale which its credibility Alpha is more than 0.6, especially for the case that the research concept is new to the respondents in the context of research (Nunnally, 1978; Peterson, 1994; Slater, 1995). The results of Alpha Cronbach reliability are following (items PC2 and PR3 are eliminated): Table 4: Cronbach Alpha reliability Corrected Item- Cronbach Alpha Var. Items Total Correlation if Item Deleted (IA) Perceived information availability. Alpha= .779 IA1 I can easily compare and select options of product X* in this channel .589 .730 IA2 I can get useful information on product X in this channel .647 .665 IA3 I can quickly get information on product X in this channel .612 .705 (SE) Perceived search effort. Alpha= .709 It costs me some time to search for information on product X in SE1 .537 .607 this channel It costs me some effort to search for information on product X in SE2 .574 .562 this channel 180
8. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2019 ICYREB 2019 I need to follow certain procedures to search for information on SE3 .474 .686 product X in this channel (PC) Perceived purchase convenience. Alpha=.689 PC1 I can buy product X at my convenient time in this channel .545 I live a more convenient life by buying product X from this PC3 .545 channel (PR) Perceived purchase risk Alpha=.791 I think there are potential risks of getting the incorrect product X PR1 .666 when buying from this channel I think there are potential risks of incompletely examining the PR2 .666 product quality when buying product X from this channel (PE) Perceived purchase effort. Alpha =.756 PE1 It costs a lot of time to buy product X from this channel .613 .641 PE2 It costs a lot of efforts to buy product X from this channel .622 .633 PE3 It is difficult to buy product X from this channel .525 .741 (SQ) Perceived service quality. Alpha= .621 I can have a high level of services for product X from this SQ1 .325 .591 channel I can get helpful assistance when I want to purchase product X SQ2 .520 .493 from this channel I can have flexible delivery options when buying product X from SQ3 .416 .547 this channel SQ4 I can easily complete my payment for product X in this channel .330 .589 SQ5 I can easily return and exchange or receive refund in this channel. .305 .610 (PA) Purchase attitude. Alpha=.740 PA1 Overall, purchasing on this channel is satisfactory .558 .665 PA2 Overall, purchasing on this channel is a clever decision .592 .626 PA3 Overall, purchasing on this channel is pleasant .548 .675 5.2. Exploratoire Factor Analysis (EFA) Factor analysis is a method of quantitative analysis which simplify a set of interdependent observative variables into a fewer variables (called factors) so that they make more sense, but still contains most significant contents of the original variables (Hair et al, 1998). The weighted variables (Factor loading) is less than 0.3 in the EFA will be excluded. We use the principal factor components with varimax rotation until criticized elements «Eigenvalue» = 1. The scale is accepted if the total variance extracted > = 50% (Gerbing & Anderson, 1988), with provided that the KMO index > = 0.5. KMO is used to consider the appropriateness of the EFA, KMO ≤ 0.5 ≤ 1, means the factor analysis appropriate. Bartlett's Test: if this test is statistically significant (Sig < 0.005), the observed variables are correlated with each other in the overall. EFA for independent variable: 181
9. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2019 ICYREB 2019 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .708 Approx. Chi-Square 722.094 Bartlett's Test of Sphericity df 66 Sig. .000 KMO value in this case reached 0.708 > 0.5, this shows the data suitable for factor analysis; and Sig of Bartlett's Test = 0.000 < 0.05, said that the observed variables are correlated with each other on the whole. However, at the 1rst EFA, the difference between the two loading factor is not be greater than 0.3; so the item SQ3, SQ4 and SQ1 will be disqualified. We continue to analyze the 2nd EFA and 3rd EFA. The items IA1, IA3, PC3 are eliminated. Rotated Component Matrixa Component 1 2 3 4 PR1 .811 PR2 .771 PC1 .716 IA2 .613 PE1 .866 PE2 .793 PE3 .705 SE3 .801 SE2 .734 SE1 .707 SQ5 .819 SQ2 .745 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 5 iterations. The results of above table show that the variables of PR1, PR2, PC1, IA2 correlated with component 1; the variables of PE1, PE2, PE3 correlated with component 2; the variables of SE1, SE2, SE3 correlated with component 3; the variables of SQ2, SQ5 correlated with component 4. For the component 1, we can call this group by the name is the perceived purchase risk-taking and purchase convenience (PR_PC). The factor (IA, PC) is called by this name purchase convenience because of its convenience in searching and purchasing. Besides, after doing survey the consumers and analysing data, we relize that PR and PC, IA make a group which impacts possitively to purchase attitude. The reasons for this situation that almost consumers are interviewed who are from 18 - 45 ages, especially mostly in 18 - 25 ages, they are young people in Vietnam who want to have some interesting services and up to date things, many benefits from online channel bring them great experiences even though risks or troubles they will stuck in but it’s not big problem for them, sometime they feel normal and accept. Therefore, 182
10. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2019 ICYREB 2019 some risks like wrong items, wrong payment, don’t affect strongly to purchase attitude of consumers or can’t impact negatively as some studies said before. Ideally, they think that they need to exchange something to get better things from chanel will gave them. This is the reason why we have that group and name group like this. EFA for dependent variable: Component Matrixa Component 1 I- Overall, purchasing on this channel is satisfactory .829 I- Overall, purchasing on this channel is a clever decision .806 I- Overall, purchasing on this channel is pleasant .800 Extraction Method: Principal Component Analysis. a.1 components extracted. Through the results of table above, we can see the variables of PA1, PA2, PA3 correlated with component PA (purchase attitude). These items are retained in the subsequent analysis. Adjusting the research model Based on the Cronbach's Alpha Factor Analysis and Factor Analysis and Exploratoire Factor Analysis (EFA), the authors provide a modified research model as below: Purchase risk taking H1(+) and purchase c onvenience H2(-) Purchase effort H3(-) Purchase Search effort H4(+) Attitude Service quality Figure 2: The new proposed model With the above results, compared with the proposed research model, the model is adjusted to four factors with 13 observation variables which are belong to the measure of factors influencing purchase attitude (this variable consists of 3 observations). Assumptions are calibrated according to the new proposed model: Based on the remaining elements after modifying the research model, the authors have assumptions about the factors affecting the purchase attitude on the Internet channel as follows: H1: Perceived purchase risk taking and purchase convenience from the Internet has a positive effect on consumer attitudes toward purchase on that channel. H2: Perceived purchase effort from the Internet has a negative effect on consumer attitudes toward purchase on that channel. H3: Perceived search effort from the Internet has a negative effect on consumer attitudes toward purchase on that channel. 183
11. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2019 ICYREB 2019 H4: Perceived service quality from the Internet has a positive effect on consumer attitudes toward purchase on that channel. 5.3. Linear regression analysis The first step in conducting a linear regression analysis is to examine the linear correlation between the dependent variable and each independent variable as well as between the independent variables together. The assumption is that the independent variables are not perfectly correlated with each other (the correlation coefficient isn’t equal 1). The results of correlation matrix between the variables show that the independent variables are not perfectly correlated with each other, the correlation coefficient between the independent variables are smaller than 1. Next, all variables are taken into the linear regression analysis in order to examine the influence of the independent variables on the dependent variable. Linear regression analysis will help us to know the magnitude of the impact of the independent variables on the dependent variable. Overall model: Yi = β1 + β2X2i + β3X3i + β4X4i + β5X5i +ui Dependent variable: Yi : PAnew Independent variables: X2i : PR_PC, X3i : PE, X4i : SE, X5i : SQ with β1: constant free; βi, i: 2 - 5, is the partial regression coefficients Results of regression analysis is performed by method of Enter: Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate 1 .522a .273 .260 .86154669 a. Predictors: (Constant), SQ, SE, PE, PR, PC, IA ANOVAa Model Sum of Squares df Mean Square F Sig. Regression 65.657 4 16.414 22.114 .000b 1 Residual 175.174 236 .742 Total 240.831 240 a. Dependent Variable: PAnew b. Predictors: (Constant), SQ, SE, PE, PR_PC Coefficientsa Standardized Unstandardized Coefficients Model Coefficients t Sig. B Std. Error Beta (Constant) .002 .055 .031 .976 PR_PC .395 .056 .395 7.108 .000 1 PE -.029 .056 -.029 -.515 .607 SE .023 .056 .023 .408 .684 SQ .341 .056 .340 6.124 .000 a. Dependent Variable: PAnew 184
12. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2019 ICYREB 2019 The value of Sig. F change is 0.000 0.05 and p=1.000). Therefore, Hypothesis H2 and H3 is rejected. Table 5: The overall results of research Statistical Sig. SN Hypothesis Results Testing Method Value Perceived purchase risk-taking and purchase Regression 1 convenience from the Internet has a positive effect on 0.000 Accepted Analysis consumer attitudes toward purchase on that channel. Perceived purchase effort from the Internet has a Regression Rejected 2 negative effect on consumer attitudes toward purchase 0.607 Analysis on that channel. Perceived search effort from the Internet has a negative Regression Rejected 3 effect on consumer attitudes toward purchase on 0.684 Analysis that channel Perceived service quality from the Internet has a Regression Accepted 4 positive effect on consumer attitudes toward purchase 0.000 Analysis on that channel 6. Discussion and Conclusion With the initial model, the authors had six factors: information availability (IA), search effort (SE), purchase convenience (PC), purchase effort (PE) and purchase risk (PR), through a consumer survey at Da Nang and analysis, the authors conclude four factors are PR_PC, SQ, PE, SE. With 3 initial factors are integrated in one group (PR, PC, IA), we can see almost young people prefer purchasing products from internet because of convenience, although they have some troubles in purchasing like potential risk of quality, but that’s not a big problem which makes them move another channel to buy. The purchase convenience factor of shopping and purchase risk taking is well documented in the section above after analyzing data, which suggests that consumers, particularly young people are more likely to buy in the Internet. Online shopping has become familiar and popular for them. Although some 185
13. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2019 ICYREB 2019 people are willing to accept risks and to experience great services from diferent firms in the Internet, they expect that some high technology could bring them better things from new and updated way to buy products at the online channels. The purchase risk is understood as the subjective assessment of the consumer, which is the feeling of uncertainty and anxiety about the results of behavior (Bauer, 2004). Nowadays, the trend of online shopping is growing rapidly, besides the advantages of it, there are also risks of goods, transportation, payment This situation happens quite oftenly, and consumers are accustomed to such problems, they are willing to take on those risks and wait for the improvement of the retailer's services. Actually, this is not a big barrier for online channels because the retailers are already offering solutions such as refunds, guarantee, to satisfy customers and promote online shopping. This is a trend of shopping with more convenience in buying and selling goods for both parties. Young consumers nowadays especially dare to take risks and want to experience the superior services that the Internet brings. This explains why the perception of purchase risk brings a positive impact to the consumer purchase attitude on online channels. From here, the business can understand that consumers can exchange the problems they encounter in order to still experience this shopping trend because of many advantages, such as convenience of searching, buying, space, promotions, exciting support features. So, retailers need to provide solutions to take care of customers, handle risks timely and effective manner such as return within 48 hours, pay money after receiving and checking the goods directly, free shipping, loyalty programs There are many ways to increase the purchase on the Internet. In the Internet, the retailer will be more likely to reach out and capture more customers, and then customers can be willingness to make decisions quickly when they check products there. According to Neslin et al. (2006), consumers in the store actually have demand for lower-priced services and can be easily purchased over the Internet. Moreover, the authors also found that the convenience in the purchase process is a significant factor influencing the purchase behavior of consumers. Consumers’ perceived information availability of using a channel is an important channel characteristic. The characteristic will positively influence consumer search attitudes of using a specific channel for both the Internet (Wang et al, 2016). Besides, the purchase convenience is the factors are more interested for consumers in the Vietnam context. This shows that when the consumers’ demand increases, they have more choices to meet their desires; they will have more opportunities to access the tools by the quick and convenient way to buy goods. The online shopping is the one of the best way because of the many benefits it offers. Good service quality will also encourage customers to maintain their purchase on this channel as they find good care, fast delivery, quality goods and on time They will prefer to buy goods online and often less likely to switch other channels. In short, the risk tolerance and purchase convenience and service quality have a positive influence on the attitude of purchase on the internet channel, stimulating the demand for online shopping more. We found also that some factors such as search effort, purchase effort don’t have a significant impact of online shopping in the Da Nang market. It's not so difficult to buy goods and search for information on the Internet, they can now access information and purchase goods easily through various online tools such as social networking, e-commerce, website, app store So they will not take too much time and effort to find the right item and buy it on the Internet. In conclusion, the demand for online shopping is increasing. To attract customers effectively, businesses need to understand consumers' attitudes toward buying goods in the new context. This study analyzes the factors that influence consumer purchase attitude on the Internet. The results show that the purchase risk, the convenience of purchase, the service quality have a significant impact toward the purchase attitude of consumers on this channels in Da Nang. More importantly, the authors found the importance of factors influencing the purchase attitude is extremely clear. These findings help us understand more about online shopping behavior today. Managers can use these findings to improve or change the consumer purchase attitude toward Internet channel, such as designing online marketing programs in order to create positive consumer attitudes toward the purchase. 186
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