Factors influencing consumers's purchasing intention toward online group buying in HCMC
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Factors influencing consumers's purchasing intention toward online group buying in HCMC

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In order to give description and measurement of the factors influencing consumers’ purchasing intention toward online group buying, this study tries to identify and measure the factors from not only ...

In order to give description and measurement of the factors influencing consumers’ purchasing intention toward online group buying, this study tries to identify and measure the factors from not only economic perspective, e.g. price related factors, but also other perspectives such as network effect, conformity, trust, etc.

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Factors influencing consumers's purchasing intention toward online group buying in HCMC Factors influencing consumers's purchasing intention toward online group buying in HCMC Presentation Transcript

  • FACTORS  INFLUENCING     CONSUMERS’  PURCHASING  INTENTION     TOWARD  ONLINE  GROUP  BUYING     IN  HO  CHI  MINH  CITY   December  2013   tu.thai@cfvg.org    
  • Overview   2   Business  background   ¨  Research  objec6ves   ¨  Methodology   ¨  Results   ¨  Conclusion  &  Recommenda6ons   ¨ 
  • 3   Business  background  
  • Online  group  buying  model   4   Redeem  products/services  with  vouchers   Offer  products/services   Ad   Vouchers   Discounts   Suppliers   ¨  Group  buying  website   Consumers   Win-­‐win  situa6on   ¤  Consumers  can  buy  low  price  products   ¤  Businesses  can  introduce  products  to  more  customers   ¤  Group  buying  website  can  earn  revenue  
  • Demand  &  supply  in  Vietnam   5   ¨  Target  customers   ¤  ¤  ¤  ¤  ¨  ¨  Frequently  use  Internet   Interested  in  promo6onal  products   Young  (16  –  35  years  old)   Major  ci6es   Demand   Poten6al  customers   ¤  ¤  ¤  ¤  Frequently  use  Internet     Rarely  used  online  shopping   Have  shopping  demands   Urban  ci6es   Source:  FTA  report  (2011)   Source:  FTA  report  (2011)   Rate  of  awareness     about  online  group-­‐buying   Rate  of  buying  vouchers       17%   56%   71%   48%   No   83%   44%   HCM   ¨  Ha  Noi   29%   Da  Nang   52%   Yes   40%   89%   60%   11%   Total   HCM   Ha  Noi   65%   58%   35%   42%   Da  Nang   Total   Supply   ¤  ¤  ¤  100  websites   15  popular  websites   Leading  market:  NhomMua,  HotDeal,  MuaChung,  CungMua   No   Yes  
  • Trend   6   Online  group  buying  becomes  a  new  trend  in   shopping   ¨  Increase  of  smartphone  usage   ¨  Emergence  of  secondary  market   ¨  Unless  online  group  buying  websites  make   difference  and  find  out  their  own  way,  it’s  tough  to   gain  market  share  &  be  profitable   ¨ 
  • 7   Research  objec6ves  
  • Problem  statement   8   ¨  Consumers’  economic  perspec6ve   ¤  Online  group  buying  provides  compe66ve  discounts   ¨  Concerns  and  disappointments   ¤  Difficul6es  of  usages   ¤  Disqualified  quality  of  goods   ¤  Delay  of  deliveries   ¨  This  study  examines  the  factors  influencing   customers’  purchasing  inten6on  toward  online   group  buying.     ¤  Economic,  social,  psychological  perspec6ve  
  • Objec6ves   9   To  iden6fy  the  key  factors  influencing  consumers’   purchasing  inten6on  toward  online  group  buying     ¨  To  examine  how  these  key  factors  influence   consumers’  purchasing  inten6on  toward  online   group  buying     ¨  To  give  recommenda6ons  to  online  group  buying   enterprises  for  improvements  to  increase   opportuni6es  of  purchasing  from  users     ¨ 
  • 10   Methodology  
  • Proposed  conceptual  model   11   Fishbein  &  Ajzen  (1975,  1980)   Shih-­‐Ming  et  al  (2011)   Social  perspec,ve   Conformity   Economic    perspec,ve   Price  sensiXvity   H2   H1a   Price  consciousness   H1b   Network  effect   H1c   H3a   Trust   IntenXon   H3b   A[tude   Psychological  perspec,ve   H3c   SubjecXve  norm  
  • Variables  (1)   12   Variables   DefiniXon   Source   Economic  perspec6ve   Price  sensi6vity   Responses  to  changes  or  differences  in  prices   for  products  or  services.   Shih-­‐Ming  et  al   (2011)   Price   consciousness   Resistance  to  pay  a  higher  price  for  a  product  or   Shih-­‐Ming  et  al   focusing  on  seeking  lower  prices.   (2011)   Network  effect   A  phenomenon  in  which  a  perceived  value  of  a   Shih-­‐Ming  et  al   product  or  service  increases  when  more  people   (2011)   use  it.   Social  perspec6ve   Conformity   A  change  in  aktudes,  beliefs,  or  behaviors  to  fit   Shih-­‐Ming  et  al   into  group  norms.   (2011)  
  • Variables  (2)   13   Variables   DefiniXon   Source   Psychological  perspec6ve   Trust   Confidence  that  an  individual  has  when  the   individual  expects  others  will  do  what  they   expected.   Shih-­‐Ming  et  al   (2011)   Aktude   Individual's  beliefs  about  the  behavior   Fishbein  &  Ajzen   (behavioral  beliefs)  and  individual's  beliefs  about   (1975,  1980)   the  outcomes  of  performing  the  behavior   (evalua6on  of  behavioral  outcomes).   Subjec6ve   norm   Individual's  norma6ve  beliefs  and  mo6va6on  to   comply  with  beliefs.   Fishbein  &  Ajzen   (1975,  1980)   Inten6on   Individual's  readiness  to  perform  the  behavior.   Fishbein  &  Ajzen   (1975,  1980)  
  • Hypotheses   14   No.   Hypothesis   H1a   Consumers’  price  sensi6vity  is  posi6vely  associated  with  consumers’   purchasing  inten6on  toward  online  group  buying.   H1b   Consumers’  price  consciousness  is  posi6vely  associated  with  consumers’   purchasing  inten6on  toward  online  group  buying.   H1c   Network  effect  is  posi6vely  associated  with  consumers’  purchasing  inten6on   toward  online  group  buying.   H2   Consumers’  conformity  is  posi6vely  associated  with  consumers’  purchasing   inten6on  toward  online  group  buying.   H3a   Consumers’  trust  on  the  online  group  buying  website  is  posi6vely  associated   with  consumers’  purchasing  inten6on  toward  online  group  buying.   H3b   Consumers’  aktude  about  online  group  buying  is  posi6vely  associated  with   consumers’  purchasing  inten6on  toward  online  group  buying.   H3c   Consumers’  subjec6ve  norm  for  online  group  buying  is  posi6vely  associated   with  consumers’  purchasing  inten6on  toward  online  group  buying.  
  • Qualita6ve  research   15   ¨  Focus  group       ¤  9  par6cipants   ¤  Loca6on:  Ho  Chi  Minh  City   ¤  Age:  20  –  35     ¤  Gender:  3  males,  6  females   ¤  Occupa6on:  student,  engineer,  secretary,  func6onal   manager   ¤  Have  bought  goods/services  by  online  group  buying   ¨  Discussion   ¤  Share  and  discuss  their  experiences  regarding  to  online   group  buying   ¤  Why  they  decide  or  deny  to  purchase  
  • Quan6ta6ve  research   16   ¨  Target  samples   ¤  ¤  ¤  ¤  ¤  ¨  Ques6onnaire   ¤  ¤  ¤  ¨  ¨  Gender:  Male  /  Female   Age:  16  –  45     Area:  Ho  Chi  Minh  City   Condi6on:  Have  visited  online  group  buying   websites   Size:  300   Filter  respondents  by  age,  loca6on,  and  condi6on   of  visi6ng  online  group  buying  websites   Get  further  informa6on  about  of  gender,   occupa6on,  and  income   Collect  informa6on  to  measure  the  variables   (Likert  scale)   Convenience  sample  method   Publish  ques6onnaire  on  Google  Drive,  link  was   sent  through  mailing  lists  and  social  network   websites  
  • 17   Results  
  • Qualita6ve  research  –  Result     18   ¨  Economic  perspec6ve   Have  possibility  to  change  purchase  inten6on  if  recognized  that   price  is  significantly  changed   ¤  Have  stronger  inten6on  to  purchase  if  they  saw  that  there  were   more  other  people  are  also  purchasing  or  using  the  same   product   ¤  Wouldn’t  purchase  high-­‐end  products  or  services     ¤  ¨  Social  perspec6ve   ¤  ¨  Searching  for  such  product  was  some  kind  of  hobby   Psychological  perspec6ve   Thought  online  group  buying  is  good  and  useful   ¤  Thought  friends’  recommenda6ons  were  trustworthy   ¤  Didn’t  have  the  absolute  trust  toward  online  group-­‐buying   ¤ 
  • Sample  descrip6ve  sta6s6cs   19   2%   Age   Gender   Internet  access   10%   12%   16  -­‐  25   47%   26  -­‐  35    36  -­‐  45   53%   Female   Many  6mes  /day     Male   Once  /day   86%   90%   Occupa6on   2%   8%   Monthly  income   4%   Employee   6%   Self-­‐employee   16%   29%   <  5  MVND   12%   Employer   5  -­‐  10  MVND   Student   Re6red/Unemployed   80%   10  -­‐  20  MVND   >  20  MVND   43%  
  • Constructs  descrip6ve  sta6s6cs   20   Rank   Construct   Mean   1   PRS  (Price  sensi6vity)   3.4210   2   PRC  (Price  consciousness)   3.4117   3   TRU  (Trust)   3.4024   4   ATT  (Aktude)   3.4011   5   SUN  (Subjec6ve  norm)   3.3997   6   CON  (Conformity)   3.3971   7   NEE  (Network  effect)   3.3944   PUI  (Purchase  inten6on)   3.3772  
  • Regression  analysis  –  Result     21   Model  Summary Model R R  Square Adjusted  R   Std.  Error  of   Square the  Es6mate a 1 .863 .745 .738 .51201780 a.  Predictors:  (Constant),  SUN,  TRU,  PRC,  ATT,  NEE,  CON,  PRS Coefficientsa Model Unstandardized   Standardized   t Coefficients Coefficients B Std.   Beta Error (Constant) -­‐5.675E-­‐019 .032   .000 PRS .223 .063 .223 3.523 PRC .172 .057 .172 3.032 NEE .127 .061 .127 2.092 CON .140 .062 .140 2.253 TRU .008 .061 .008 .129 ATT .179 .058 .179 3.096 Sig. 1 1.000 .001 .003 .037 .025 .898   .002 .014 The  model  explains   73.8%  of  change  of   dependent  variable  of   purchasing  intenXon   SUN .133 a.  Dependent  Variable:  PUI .054 .133 2.480 Trust  on  the  website   (p  >  0.05)  has  no   significant  impact  on   purchasing  intenXon    
  • Result  model   22   Social  perspec,ve   Conformity   Economic    perspec,ve   Price  sensiXvity   +  0.223   Price  consciousness   +  0.172   Network  effect   +  0.127   (ns)  +0.008   Trust   (ns)  non-­‐significant   +  0.140   IntenXon   +  0.179   A[tude   Psychological  perspec,ve   +  0.1333   SubjecXve  norm  
  • Results  of  hypothesis  tes6ng   23   No.   Hypothesis   p  value   Result   H1a   Consumers’  price  sensi6vity  is  posi6vely  associated  with   consumers’  purchasing  inten6on  toward  online  group  buying.   P  <  0.05   Supported   H1b   Consumers’  price  consciousness  is  posi6vely  associated  with   consumers’  purchasing  inten6on  toward  online  group  buying.   P  <  0.05   Supported   H1c   Network  effect  is  posi6vely  associated  with  consumers’   purchasing  inten6on  toward  online  group  buying.   P  <  0.05   Supported   H2   Consumers’  conformity  is  posi6vely  associated  with  consumers’   purchasing  inten6on  toward  online  group  buying.   P  <  0.05   Supported   Consumers’  trust  on  the  online  group  buying  website  is   H3a   posi6vely  associated  with  consumers’  purchasing  inten6on   toward  online  group  buying.   P  >  0.05   Not   supported   Consumers’  aktude  about  online  group  buying  is  posi6vely   H3b   associated  with  consumers’  purchasing  inten6on  toward  online   group  buying.   P  <  0.05   Supported   P  <  0.05   Supported   H3c   Consumers’  subjec6ve  norm  for  online  group  buying  is   posi6vely  associated  with  consumers’  purchasing  inten6on   toward  online  group  buying.  
  • 24   Conclusion  &  Recommenda6ons  
  • Conclusion   25   Rank   Factors   1   Price  sensi6vity   2   Aktude   3   Price  consciousness   4   Conformity   5   Subjec6ve  norm   7   Network  effect   Trust  on  the  website   has  no  significant   impact  on  purchasing   intenXon    
  • Managerial  recommenda6ons   26   Adapta6on  of  consumers’  price  sensi6vity   ¨  Understanding  consumers’  aktude  about  online   group  buying   ¨  Sekng  price  policy  based  on  consumers’  price   consciousness   ¨  Enhancing  conformity   ¨  Delivering  posi6ve  informa6on  to  subjec6ve  norm   for  online  group  buying   ¨  Enlarging  network  effect   ¨ 
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