Luận văn Personal Cultulral Orientations On The Intention Of Online Purchase Books

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UNIVERSITY OF ECONOMICS HO CHI MINH CITY
International School of Business
HUYNH NHAT TRUONG
PERSONAL CULTULRAL ORIENTATIONS ON
THE INTENTION OF ONLINE PURCHASE
BOOKS: EMPIRICAL EVIDENCE FROM
VIETNAM
Tham khảo thêm tài liệu tại Trangluanvan.com
Dịch Vụ Hỗ Trợ Viết Thuê Tiểu Luận,Báo Cáo
Khoá Luận, Luận Văn
ZALO/TELEGRAM HỖ TRỢ 0934.536.149
MASTER OF BUSINESS ADMINISTRATION
Ho Chi Minh City – Year 2022

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UNIVERSITY OF ECONOMICS HO CHI MINH CITY
International School of Business
HUYNH NHAT TRUONG
PERSONAL CULTULRAL ORIENTATIONS ON
THE INTENTION OF ONLINE PURCHASE
BOOKS: EMPIRICAL EVIDENCE FROM
VIETNAM
MASTER OF BUSINESS ADMINISTRATION
SUPERVISOR: Prof. Pham Ngoc Thuy
Ho Chi Minh City – Year 2022

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Introduction
The e-commerce becomes one of the most popoular shoping method in the world
in the recents year. (Wu &Liu, 2011). It was showed in the the results of rate of e-
commerce consumstion and the revenue from the online retailer is increasing (Ozen &
Engizek, 2014). However, the rate of Vietnamese comsumers involves in the e-commerce
is lower than some contries in the areas and in the world. Vietnam had the rank 15 in
comparison with 198 countries about the internet user in 2014. According to Do (2013)
Vietnam had the most online user in SEA (Southeast Asia). From 2010, Vietnam is
considered as the country with the emerging global economy with the potential doing the
online business. However, the factors that affect the online consumer behaviors are very
different among countries. The Vietnamese people value the local context and unique
characteristics of Vietnam culture, however the online shop retailers just copied all the
concept from the Western in the online business.
The potention of shopping online increasingly base on the increase in the use
internet nowadays. The consumers using the online shopping base on the information
search easily and for the entertainment. The sensitivity of the consumer toward the
culture assists in personalization of content, which leads to the increase in loyalty of the
customers and sales volume (Singh, 2006; Tixier, 2005). Because of the intensify of the
competion in the online shopping, it is considered a key factor for online retailers to
determine the antecedents of online shopping acceptance from consumers.

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The previous researchs about online shopping determined the factors which affect
the online shopping and the motivationm, value and prehistoric factors of the intention of
online shopping behavior. There has been some different affected factor for the purchase
intention base on the Theory of Planned Behavior (TPB). Which is developed by Ajen
(1991) base on the Theory of Reasoned Action-TRA (Fishbein & Ajen, 1975). The
behavior awareness reflects the difficulty when making decision, it depends on the
resources and chances to make the decision (Ajen, 1991). In the literature reviews, there
has been a lot research conducted about how the cultural orientation affect the online
shopping. In the purpose of comprehending the values of cultural, many researchers used
many kind of the cultural frameworks, namely Hofstede (1980), Hall (1977, 1984) or
Schwartz (1999) for the online shopping behavior. Junyean, Doren & Surinder (2008) has
develop the frameworks for the further development in the model of Hofstede’s (1980),
the frameworks of the affect of culture, type of product and price influces on the purchase
intenion of consumers to the buy personalised product online. In the culture dimensions,
the authurs define the dimensions of cultural as “individualism, uncertainty avoindance,
power distance, and masculinity.” In 2010, Sharma developed the Hosfstede’s model the
uncertainty avoidance factor by two different separate dimension as “risk aversion” and
“ambiguity intolerance.” Sharma (2010) argues the many mixed findings of previous
studies about the different individually in the degree of the “perceived risk” and the
“ambiguity” about a given context or product information. The research of Sharma
(2010), fulfill the importants gap of in context of cross cultural context about Hofstede’s

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by extending the multi-dimensional conceptualization of nation-level culture as the
twelve “personal cultural orientations (PCO)” at individual level. In the same research of
Sharma (2010), the author also developed his scale model on the behavior intention as the
given product of imported cars. And athur also asked for more implications in different
area base on his research. This thesis is the empirical on another products such as book
and in the market of Vietnam is a different market in comparison with the the sample of
Chinese market in Sharma (2010) research. The book is the lower value product with the
imported car and with different market that will have another results.
Vietnam is considered as the very potential for the activities of e-commerce with
the high population. The aim of this study is finding how the PCO factors affects the
intention of purchase books online in Vietnam. With such that knowledge about essential
to customer relationship management, this will lead to an effective way for manager to
use as business strategy to get more successfully achieve in the online book market.
Literature review
Culture and Intention to purchase
The online purchases behavour is a broad area for research, however, only
fews research have been conducted about the cultural influences on the online purchases
sphere (Moon, 2008; Park, 2003; Lopez, 2005; Chai, 2004). The online purchase
intention related to degree mesurement of the customer’s intente to make a behaviour of
particular purchasing through the internet (Salisbury, Pearson, Pearson and Miller, 2001).
Online purchase intention is defined as the customers’s desire to reach the final purchase

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on the online shop retailer (El-Ansary and Roushdy, 2013). The purpose of this study is
to explore the personal cultural orientation on the online shopping in the context of
Vietnamese market. In this thesis, four items adopted form Zarrad and Debabi (2012) to
measure online purchase intention. Spears and Singh (2004) cited that purchase intentions
are the effort to purchase the specific brand by the individual’s conscious plan. Online
shopping is something like a system that customers can view then make a purchase of the
goods or services through over the Internet (Milong, 2010). Online shopping can produce
the convenience for customers to purchase good or services, save time and effort which
can meet the customers demand of comfortable in purchasing (Wenjie, 2010).
According to Hofstede (1991), the culture is defined as “assemble mind
programming which can determine the group members or category”. The key culture
values are something that we studied from the childhood (Hofstede, 1980) and then
Ajiferuke and Boddewyn (1970) developed that from this generation to another
generation. Culture is the gathering of a purpose share of members from groups society,
the traditon, the customs, the norms. Culture implies the knowledge share and implies the
assumption of the values, the beliefs and other needed construct to clarify and cruise
various spheres (Hong, 2000).
According to Allen (2002), culture is the beliefs complexity on societies, their
roles, the behaviour, the values, the traditions, and the customs of people. Culture is an
conspicuously crucial concept to comprehend the behaviour of consumers toward a
given products or services. The knowledge of cultural constructs the basic for an social

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reality of the individual; and the introduction that describe this reality are passed on
during their child memory and are built up by intercommunicate with the others (Lau,
2001). From the culture effect on intention of consumer has dramatically increased and
broadened, the globalization of the market spurred and diversificated the of consumer
segments (Douglas and Craig, 1997). The differences in consumer behaviours across the
cultural orientation are quitely big (DeMooij, 2003) that will lead to needs of the
empirical research of each country to understand the affect of cultural over the intention
of consumer behaviors.
According to Levitt's (1983), globalization has created a increasingly more
common in the market of the world, with a developing number of customers from broad
geographic destination and backgrounds of cultural have the similar preferences.
According to Zou and Cavusgil (1996), there are some point of view that people from
around the world who live in a more patten of uniform has expedited into the relatively
emerged global brands with customised strategies of marketing across cultural barriers.
However, many researchers declared some evidences of increased alteration, especially
among developed countries (Usunier, 1997). Suh and Kwon (2002) informed that
customers come from the different cultures background have different approachs of
consideration to buy imported products even after much acknowledgement to the
globalization.
The four cultural dimensions are pointed out in Hofstede's (1980) seminal work as
dimensions for the explantion of cross-cultural differences in consumer buying

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intentions. Hofstede’s (1980, 1991) describes five dimension of the cultural, namely
“uncertainty avoidance, masculinity, and long-term orientation individualism, power
distance” (Bearden et al. 2006a; Soares, 2007). Individualism implies a loosely stick
framework of social in which imply the “I”, which will prefer the personal decision over
the group decision. In contrast, collectivism implies a constricted social framework that
implies the “We ” which consider the group decisions seriously. People from highly
societies of the individualistic appraisal a personal life, personal decisions, autonomy,
and variety. In the other hand, people in highly societies of collectivist emphasises the
decisions, order, and security of the group. For instance, In society of Chinese people
they have historically focused on the group harmony and conformity in predisposing all
inter-personal relations, in the meanwhile decreasing the goals of any personal
(Neelankavil, 2000). On the other hand, in the culture that show the strong individualistic
such as North America and Europe, consumers are expected to emphasise their own
individuality decision or the thinking of people are more strongly than those in the
collectivist societies.
Accordingly, we presume that consumers reaction differentially to personalized
given products across cultures with differences(Hofstede, 1980), and the differences
among the culture dimensions may affect consumer responses to personalized online
products between the two different countries.
Personal Cultural Orientations

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The differences of cultural around the world from almost research in behaviour of
consumer engage the PCO for consumers’s individuals depended on the national scales of
Hofstede’s (1980, 1991). Hofstede’s (2001) culture typology offers a approriate
theoretical backgroup to explore differences of cultural around the world with the
differences in behavior of consumers. It includes four cultural orientations value, namely
masculinity-femininity, and uncertainty avoidance individualism-collectivism, power
distance. According to Bond (1988), a fifth cultural value was added, the orientation is
devided into the long term bahaviour and short term behaviour. Some studies have cited
that cultural values of the national scores relate to the level of individual degree and were
used to explain the differences of the differences of cultural around the world with the
differences in behavior of consumers (Birgelen, 2002; Ladhari, 2011).
Sharma (2010) re-conceptualized Hofstede’s five value of the orientations cultural
as ten scale of PCO which have the degree of individual and developed a multi-
dimensional scale the personal cultural orientations measurement. Base on Sharma
(2010), instead of viewing individualism-collectivism from Hofstede’s concept as two
opposite single dimensionintroduced two separate dimensions for the PCO, namely
“independence (IND) and interdependence (INT)” by Markus and Kitayama’s (1991).
Accordingly, the Hofsteded’s power distance dimension are implied by two different
dimensions namely power (POW) and ocial inequality (IEQ). These PCO supplies a
broadener cultural differences range at the level of individual, however, and this thesis

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suggest that INT, IND, RIS and AMB, TRD, INN will be considered as the useful factor
in explaining the differences in the purchase books online intetion.
Interdependence & Independence
The literature about tradion of Vietnamese culture focus on the enduring
influence of Confucian values and ideologies. The Confucianism tend to make the
person to adapt to the groups decision as collectivity, control their desires and emotions,
govern self-interest for the benefit of the members group, avoid conflict and keep the
harmony (Kirkbridge and Tang, 1992). The interest of the group, family, or the whole
society must be higher than the interests of any individuals interest. Hofstede’s (1980)
cited that the people in the individualistic societies prefer to the private life, individual
decision, meanwhile in the societies of collective prefer to the group or harmony
decisions . The consumer in the individualistic culture intent to use the personalized
products, on the other hand, the consumers from collective culture intend to use the
standards products. In the high context or collectivistic cultures, context, wel-fare of the
group, and casual reasoning are more importatnt in decision making. In other words, in
the collectivistic cultures will be affected by the group in the decision making, for
example includes the decision for buying a give product. In the contrast, personal success
is the hightest importance in individual culture (Hall, 1976).
Therefore, we propose:
H1. The interdependence is positively related to online purchase books intention
H2. The independence is positively related to online purchase books intention
Risk Aversion
The perceived of transaction risk is considered as the risk aversion toward
online retailer. According Kim and Forsythe (2008) the damage anxiety is also prevalent
in online transactions . Addion to this, Powell (2013) cited that the directly and indirectly

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affectiveness of the anxiety to the acceptance of individual and technology of information
usage. The anxiety itself have the direct negative affect on the behaviors intention (Chiu
and Wang, 2008; Fillion, 2012). Anxiety negatively affects the consumers perceptions of
the effort requirements and conduct on the technology usage. In addition, behaviors
intention mediates the effect of anxiety outcomes on the actual behaviors. We propose:
H3: The risk aversion is negatively related to online purchase books intention
Ambiguity Intolerance
Computer anxiety is state of anxiety changing itself to the transitory fearful
tendency, the uneasy and aggressive when using the functional mechanical aspects of
computers. Russell and Bradley (1997) stated that the computer anxiety includes the
apprehension of completing the task related to the computer. This type of task anxiety is
contiguously related to the intention to online shopping. As it requires the affect with the
internet’s infrastructure communication such as personal computer or mobile devices, the
specific task with running the system or the web browsers, transfer and transmission the
money and some other multiple tasks to shop online which different from the traditional
shopping. Vijayasarathy (2004) added some factors such as the difficulties inaccess, the
problem of navigational, inconvenient of checkout procedures, poorly designs of the
interface and out of date information content will contribute to the anxiety of the
perceived ease of use of online shopping.
H4. The ambiguity intolerance is negatively related to online purchase books intention
Tradition and Consumer Innovativeness

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According to Bond (1988) long term and the short term orientation firstly called
“Confucian dynamism”, the orientation of long term is the develop the orientation toward
something in the future such as “reward, perseverance and thrift” (Hofstede 2001; p.
359). The orientation of short-term implies the “stability, saving face, respect for
tradition, and concentrate on the past or the present” (Donthu and Yoo, 1998). According
to Hofstede (2001), the Confucian ethics affect the long-term oriented with dilligent,
restrench, compassion, morality and social awareness. In contrast, long-term orientation
emphasise the society with the confucian dynamism of the confucian as the future
planning for the future in the respect of tradition. Practical behaviour, the future
orientation rather than the near perspective or history (Hofstede, 2001). The consumers
with future orientaion will prefer the global brands which will lead to the long-term
relationship with these brands. In the meanwhile, de Mooij and Hofstede (2002) cited that
the short orientation consumers tend to choose the private brandd because of short and
immediate demand or benefit with lower price. Long-term oriented people are actively in
thinking, accepting abrupt changes; coupled with Confucian ethics of dilligent.
The a short term value is the respect for tradition and persistence as a long term
value. Therefore, some studies argued from that the values norm Confucian Dynamism
definion as the future plann, tradition respect, orientation for benefit of future, and
constancy; and are defined as the values of lorn term (Bearden, 2006). They redefine long
and short term value as the “cultural value of viewing time holistically, valuing both the

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Figure 1. The conceptual model
past and the future, rather than deeming actions important only for their effects in the
here and now or the short term”.
Finally, according van Everdingen and Waarts (2003) to the influences
innovativeness of customer complaint behavior from the scale can explain the intention
of online shopping. Therefore, we propose:
H5: The tradition is negatively related to online purchase books intention
H6: The consumer innovative is positively related to online purchase books intention
Ambiguity
Tradition
Consumer
Innovativeness
Online Shopping
Intention
Risk Aversion
Independence
Interdependence

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Methodology
Data Collection
The research method for this thesis is divided into two parts, quality research
and the quantitative research. The quality research was conducted to confirm the
dimensions, items the interpretation of the dimensions, items, and how the interviewee
understand the dimensions. The definition of cultural orientation is explained and
discussed with a group discussion of two participants for the semi-structured
questionnaire of an in-depth interview. Among the semi-structures questionnaire, there
are guiding notes, key words that lead the interviews to the main purpose of the needed
information. The participant was the professor in research method and business
management sphere to make sure the interviewees of the in-depth conversation
understanding the definition and the purpose of the research. After the group discussion
for the semi-structure questionnaires of the in-depth interview, all the simplified
definition and the list of items were introduced to multi-national experienced
sales/marketing in General Marketing and E-commerce to confirm the definitions.
The expectation of this research is 200 valid questionnaires for the data
analysis. They were distributed to random people who have variable age, gender in the
Hochiminh city. The questionaire is narrowed down by the response who has the
intention for purchase books. A group of economics students were hired to interview and
collect information for the research. These students were trained by the researcher to

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make sure they understand the question and the needed information for the research. The
questionnaire in the interview are at first conducted in English and then translate into
Vietnamese. Likers scales (5) has been used to ranging from strongly agree (1) to
strongly disagree(5). The code for the items question is in the appendix 1.
The structural equation modeling was used to test the hypotheses. Using the
Amos software with 6 factors and 28 items. Testing the confirmation factor analyses to
test the unidimensionality of the measurement scales. Check items if they share a single
underlying factor. Check the EFA find the extracted with eigenvalue of 1.
Measurement model
Sample Collect
Demographic Category Frequency Percentage (%)
Purpose Reading
Give as gifts
Both
86
3
119
41.35
1.44
57.21
Gender Male
Female
116
92
55.77
44.23
Income 3-5 millons/month
5-15 millions/month
15-40 millions/month
23
132
23
11.06
63.46
11.06

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Over 40 millions/month 30 14.42
Age 18-22 13 6.25
23-34 178 85.58
35-60 17 8.17
Education High-School 96 46.15
Colleages &Universities 96 46.15
Post-graduate 17 8.17
Marriage Status Single 165 79.33
Marriage, no child 40 19.23
Marrigage, have child/chilredn 3 1.44
Table 1. Sample collection with the percentage of demographic categories.
According to Hill (1998), the suitable number of sample respondents for the
behavior research is from 30 to 500. In this research, 250 questionnaires were distributes
and 240 sample respondent were collected. 9 respondent samples were removed because
of missing obove two questions 8 sample were removed because of the same answer in
all questions and 15 sample were removed because response time below 4 minutes. The
average response time to alll the question is 10 minutes. As the results, we have 208 valid
samples.
As the results shown in the table 1, the demographic percentage that represents
the nature the books reader with percentage of each follow: The purpose of buying books

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reading (41.35), give as gifts (1.44%), both reading & give as gifts (57.21%). Gender
with Male (55.77%) & Female (44.23%). The income with 3-5 millions/month
(11.06%), 5-15 (63.46%), 15-40 (11.06%), Over 40 (14.42%). The age of 18-22 (6.25%),
23-34 (85.58%), 35-60 (8.17%). According to Taylor (2014), the age of 23-34 spend
around eight-teen hours a day surfing from the internet. They might have more chances
on the purchase book intention. The education and the marriage status also represent the
wide range of the respondent.
Measurement method
All the items were tested for their reliability by runing the Cronbach’s alphas
in IBM SPSS software. Item Int1 is deleted by the low correlation (.099). After remove
item int1, the results of Cronbach’s alpha value are in the acceptable range; from .713 to
.885. This range of value is consider as acceptable when higher than .7 (Pallant, 2005).
When all the measurement items were confirmed, exploratory factor analysis was
conducted to check the discriminant of the group of items. The Principal Component
Analysis and Varimax Rotation in SPSS were used. The items ind4, risk4, risk5, amb5
were removed. After remove two items, the Cronbach Alphas were tested again as the
results with the range from .713 to .883 and the KMO is .841 and p=.000 < 0.001 that
lead to the sufficient relations for a meaningful CFA. The TVE of 7 component is
66.03%.
Item-Total Statistics
Scale Mean if Item
Deleted
Scale Variance if
Item Deleted
Corrected Item-Total
Correlation
Cronbach's Alpha if
Item Deleted

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int1 9.62 6.814 .099 .713
int2 10.82 4.313 .506 .494
int3 11.22 3.977 .529 .471
int4 10.81 3.675 .525 .474
Table 2. The results of Cronbach’s Anpha test for the “interdependent” variable.
Confimatory Factor Analysis
Figure1. The measurement model combining all variables
No. Description Results Requirement
1 Root Means Square Error Approximation
(RMSEA)
.073 <.08 (Browne &
Cudeck, 1993)

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2 Goodness of Fit Index (GFI) .820 >.90 (Joreskog &
Sorbom, 1984)
3 Comparative fit index (CFI) .898 >.9 (Benler, 1990)
4 Tucker-Lewis Index (TLI) .881 >.9 (Benler &
Bonett, 1980)
5 Chi-Square/df
(Cmin/df)
.2101 <.5 (Marsh &
Hocevar, 1985)
Table 2. The results of CFA model with all variables
As the results shown in table 2, we can see the construct validity can not
achieve the Fitness Indexes for the require of the construct.
The unidimensionality of the construct can achieved when the measuring
items have the acceptable of factor loading >.6 (Nunnally, 1978). Item ind4, inn1, inn2
were respectively remove out of the construct.
COMPONENT CODE AVE CR
Interdependence INT .444 .705
Independence IND .454 .768
Risk Aversion RIS .365 .818
Ambiguity Intolerance AMB .420 .811
Tradition TRA .504 .869
Consumer Innovativeness INN .496 .792
Online Purchase Intention INTENTION .846 .956
Table 3. The results of Average Variance Extracted (AVE) and Composite Reliability
(CR)

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As we can see in the table 3, the AVE of RIS is lower than 0.4 and RIS (.365)
were removed from the structure. The AVE of INT, IND, AMB, INN are below .5,
however, according to Fornell and Larcker (1981), if AVE is below .5 but greater than .4
and have the composite reliability greater than .6 will be considered as acceptable. As the
results, we keep the INT,IND,AMB,INN for process.
After removing the RIS variable out of the construct (AVE < .4). Construct
validity is achieved when the Fitness Indexes for a construct achieved the required level.
The fitness indexes and the level of requirement are as follow:
1. Mean Square of Error Approximation (RMSEA)=.071
2. Comparative Fit Index (CFI)= .904
3. Chi Square/Degrees of Freedom=2.054
4. Chi Square=622.388
We can come as conclusion that that measurement model had a good fit to the
data. After checking the confirmation factor analysis the model construct were test by
Amos for analysis using SEM.
Structural Equation Modeling (SEM)
With model fit and validity accepted with Confirmation Factor Analysis, the
SEM were used to the test the hypotheses of the model.

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Figure 2. The results of SEM model after checking the confirmation factor analysis.
After running the SEM on AMOS, we have the results of:
1. Mean Square of Error Approximation (RMSEA)=.088
2. Comparative Fit Index (CFI)= .824
3. Goodness of Fit Index (GFI)=.839
4. Chi Square/Degrees of Freedom=2.848
The CFI <.9, CFI <.9; GFI <.9, RMSEA >.9 means that the model can not fit the incides
Hypothesis Path Result Conclusion
β S.E. C.R. P value
H1 INT INTENTION -.09 .136 -.085 .506 Rejected
H2 IND INTENTION -.08 .103 -3.305 .932 Rejected

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Table 4. The Regression Weights for INTENTION from INT, IND variables
As we can see in the table 4, we have the results that two varible that were
removed base on the p value >.05 (p = .506 (INT) & p= .932 (IND)). After that, we run
the SEM again with the raimaining variable, as we can see the SEM results in figure 3.
Figure 3. The results of SEM model after remove variable Int & Ind.
No. Description Results
1 Root Means Square Error Approximation
(RMSEA)
.068
2 Goodness of Fit Index (GFI) .916
3 Comparative fit index (CFI) .922
4 Tucker-Lewis Index (TLI) .911
5 Chi-Square/df(Cmin/df) 3.404
Table 5. The results of SEM model with the reamaing variables.

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In figure 3, and table 5, we can see the construct get the Fitness Indexes. The
results in table 5 shown that the p value of all the regression weight values were
significant (p>.001). The standardized beta estimate from TRA affect on the
INTENTION is -.25 standardized beta estimate from AMB -.24 on the INTENTION and
.31 on the INTENTION. It preresents the contribution of the independent variable (TRA,
AMB, INN) on the INTENTION is 25% (negatively), 24% (negatively) and 31%
(positively). It all supported the three hypotheses:
H4: The ambiguity intolerance is negatively related to online purchase books intention
H5: The tradition is negatively related to online purchase books intention
H6: The consummer innovation is positively related to online purchase books intention
Hypothesis Path Result Conclusion
β S.E. C.R. P value
H4 TRA  INTENTION -.25 .102 -3.755 .000 Supported
H5 AMB INTENTION -.24 .103 -3.305 .000 Supported
H6 INN INTENTION .31 .093 4.168 .000 Supported
Table 5. The Regression Weights for INTENTION from IRA, AMB, INN variables
Findings & Discussion
This study is a research personal cultural orientation of purchase online book
intention apart from the known model of TPA. Base on the concept model of Sharma
(2010), this study contributes to empirical evidence about personal scale orientation. Base
on the prior hypotheses, the results of the study shown the empirical of Vietnamese
online books market. Although, there are some limitation of the study, the results also
shown the affection of cultural orientation on the online purchase books intention. Three

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hypotheseses are not supprted are Independence & Interdependence and Risk Aversion.
Can explain to that, the scale personal cultural oriention of Sharma (2010) base on the
high-end of respondent that preresent culture of collectivism (Chinese) and Individualism
(Westerns) and ignore all perspective from other countries. And the example from
Sharma(2010) can not present all the market, especially Vietnam in the intention of
buying books online. It might that Vietnamse can both have the “I” and the “We” as
showed in the literature review. About the results of the Risk Aversion, this findings
added to the significant gap that Sharma (2010) developed from the Hofstede model in
the “mix findings” due to individual differentces in the levels of perceived risk and
ambiguity in the information for a given product. We can see the diffenent that affect the
customers behaviors base on the scale concept of Risk Aversion and Ambiguity
Intolerance. The Risk Aversion in sharma (2010) model has the affect on the behaviors
intention on the imported car. However, in this research the risk aversion can not affect
the purchase of buying a book online. Because it might because of the low prices and
value of a book in comparision with the imported car.
The findings of this reseach shown that there were affection of the personal
cultural orientations on the online purchase book intention. Negatively with the Tradition
and Ambiguity, positively with the Consummer Innovativeness on the intention of
puchasing online books. The results can show more about the open picture how the
cultural orienation can affect the online purchase book intentions to help them with the
business decision for this potention market. This can have the practical implication for

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website designers or online marketing to customise their website with the elements
related to the tradion of Vietnam (the color, the images, website accessibility, etc). For
instance, the colour of red is consider a sign of happiness for Chinese people but in the
meanwhile, with culture of American the colour of red represents the associated with
dange (Kang & Kovacevic, 2012). The image of one culture is different with the image in
anothers culture (Charkraborty, 2019). If we just only adapt the content of the e-comerce
in the world might lead the fail in the adaption of Vietnamese culture. The business of
online book must have the more detail research about the tradition of Vietnamese people.
It can also focus to develop the type of books with something related to tradition like
literary novel.

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36
Appendix
Appendix 1
In-depth interviews:
Background and experience:
+ Would you please tell us a little/introduce about yourself?
+ What is your background?
+ How long have you been for that work?
+ Do you have experience on working in E-commerce sphere?
Information Target:
What do you think about the cultural in Marketing/ Sales?
What do you think about the cultural role when entering a new market?
 Give short examples about case study with entering new market with new cultural.
What do you think about the different in the cultural of Vietnamese and other markets?
What is the main cultural factors that affect the Vietnam market?
Do your hear about the definition of orientation cultural?

37
Definition: Personal Cultural Orientations is multi-dimensional conceptualization at the
individual level of the Hofstede’s cultural framework about the cross-cultural research. It
was conducted by Sharma (2010).
Base on the references list of cultural orientation cultural? Please give opinion about the
suitable component for the E-commerce business.
List of reference “Personal Culture Orientations” (Scale Items)
Interdependence 1. The well-being of my group members is important for me
2. I feel good when I cooperate with my group members
3. It is my duty to take care of my family members, whatever
it takes
4. I enjoy spending time with my group members
Independence 5. I would rather depend on myself than others
6. My personal identity, independent of others, is important to
me
7. I rely on myself most of the time, rarely on others
8. It is important that I do my job better than others

38
9. I enjoy being unique and different from others in many
respects.
10. I often do “my on thing”
Power 11. I easily conform to the wishes of someone in a higher
position than mine.
12. It is difficult for me to refuse a request if someone senior
asks me
13. I tend to follow orders without asking any questions
14. I find it hard to disagree with authority figures
15. People in higher positions have more power those in lower
positions
Social Inequality 16. A person’s social status reflects in or her place in the
society
17. It is important for me everyone to know their rightful place
in the society
18. It is difficult to interact with people from different social
status than mine
19. Unequal treatment for different people is an acceptable way
of life for me

39
Risk Aversion 20. I avoid to talking to stranger
21. I would not describe myself as a risk-taker
22. I do not like taking too many chances to avoid making a
mistake
23. I am very cautious about how I spend my money
24. I am very cautious about how I spend my money
Ambiguity
Intolerance
25. I find it difficult to function without clear directions and
instructions
26. I prefer specific instructions to extended guidelines
27. I tend to get nervous easily when I don’t know an outcome
28. I feel stressful when I cannot predict results
29. I feel safe when I am in my familiar surroundings
30. I get confused easily when dealing with complicated
problems
Masculinity 31. Women are generally more caring than men
32. Men are generally physically stronger than women
33. Men are generally ambitious than woman
34. Women are generally more modest than men
35. Men are generally more logical than women

40
36. Men are generally more aggressive than women
Gender Equality 37. It is ok for men to be emotional sometimes
38. Men do not have to be the sole bread winner in a family
39. Men can be as caring as women
40. Women can be as ambitious as men
41. Men and women can be equally aggressive
42. There is nothing that men can do but women can not
Tradition 43. I am proud of my culture
44. Respect for tradition is important for me
45. I value a strong link to my past
46. Traditional values are important for me
47. I care a lot about my family history
48. I always protect my family heritage
Prudence 49. I believe in planning for the long term
50. I work hard for success in the future
51. I am willing to give up today’s fun for success in the future
52. I do not give up easily even if I do not succeed on my first
attempt
53. I plan everything carefully

41
54. I consider many alternatives before making any decision
Consumer
Ethnocentrism
55. We should not buy foreign products, because it hurts our
economy
56. Only products that are unavailable in our country should be
imported
57. Purchasing foreign products allows other countries to get
rich off of us
58. It may cost me in the long run but I support my own
country
Consumer
Innovativeness
59. I am more interested in buying new than known products
60. I like to buy new and different products
61. I am usually among the first to try new products
62. I know more than others about latest new products

42
Appendix 2. The code of the research measurement items.
“Personal Culture Orientations” (Scale Items)
Interdependence INT1
INT2
INT3
INT4
1. The well-being of my group
members is important for me
2. I feel good when I cooperate with
my group members
3. It is my duty to take care of my
family members, whatever it takes
4. I enjoy spending time with my
group members
Independence IND1
IND2
IND3
IND4
1. I would rather depend on myself
than others
2. My personal identity,
independent of others, is
important to me
3. I rely on myself most of the
time, rarely on others
4. It is important that I do my job

43
IND5
better than others
5. I enjoy being unique and
different from others in many
respects.
Risk Aversion RIS1
RIS2
RIS3
RIS4
1. I avoid to shopping on strange
website
2. I would not describe myself as a
risk-taker
3. I do not like taking too many
chances to avoid making a mistake
4. I am very cautious about how I
spend my money
Ambiguity
Intolerance
AMB1
AMB2
AMB3
1. I find it difficult to function without
clear directions and instructions
2. I prefer specific instructions to
extended guidelines
3. I tend to get nervous easily when I
don’t know an outcome

44
AMB4
AMB5
4. I feel stressful when I cannot
predict results
5. I feel safe when I am in my familiar
surroundings
Tradition TRA1
TRA2
TRA3
TRA4
TRA5
1. I am proud of my culture
2. Respect for tradition is important
for me
3. I value a strong link to my past
4. Traditional values are important for
me
5. I care a lot about my family history
Consumer
Innovativeness
INN1
INN2
INN3
INN4
1. I am more interested in buying new
than known products
2. I like to buy new and different
products
3. I am usually among the first to try
new products
4. I know more than others about
latest new products

45
Appendix 3. Questionaire in English
QUESTIONNAIRE
Dear Mr/Mrs/Miss
My name is Nhat Truong Huynh. I am a student from The Internation School of Business
(ISB) at the University of Economics, Hochiminh city. Now, I am doing the research about the
“Personal Cultural Orientations about the online purchase intention” for my gradual thesis.
This interview questions are for the purpose of the research for the graduation thesis only.
Your helpful answers will be a contribution to the accomplishment of the research results.
Please notice that there is no answer right or wrong. If you have any concern about the content
and meaning of the question, please contact me via email: truonghuynhuniversal@gmail.com.
Thank you!
SECTION 1: GENERAL INFORMATION
1. Do you have intention for buying books?  No  Yes
If No, please stop the questionaire. Thank you for your time. If Yes, please continue next
section.
2. You buy book for the purpose?
 Reading  Give as a gift  Both
3. How often do you buy book(s)
 Once or twice a year (rarely)
 Once a month (sometimes)
 Twice a month (usually)
 Once a week (buy a lots)
SECTION 2: MAIN CONTENT
Please show your degree of agreement with these sentences by: The degree of
agreement will increase by: No.1: Totally Disagree; No.2: Disagree; No.3:
Neither agree nor disagree; No.4: Agree; to No.5: Totally Agree
Totally
Disagre
e


Totall
y
Agree
Interdependence (INT)
4 The well-being of my group members is important for me 1 2 3 4 5
5 I feel good when I cooperate with my group members 1 2 3 4 5
6
It is my duty to have online purchase book intention for my family
members, whatever it takes
1 2 3 4 5
7 I enjoy spending time with my group members 1 2 3 4 5
8 I would rather depend on myself than others 1 2 3 4 5
Independence (IND)

46
9 My personal identity, independent of others, is important to me 1 2 3 4 5
10 I rely on myself most of the time, rarely on others 1 2 3 4 5
11 It is important that I do my job better than others 1 2 3 4 5
12 I enjoy being unique and different from others in many respects 1 2 3 4 5
Risk Aversion (RIS)
13 I tend to avoid to talk to strangers 1 2 3 4 5
14 I prefer a routine way of life to an unpredictable one full of change 1 2 3 4 5
15 I would not describe myself as a risk-taker 1 2 3 4 5
16 I do not like taking too many chances to avoid making a mistake 1 2 3 4 5
17 I am cautious about how I spend my money 1 2 3 4 5
Ambiguity Intolerance (AMB)
18 I find it difficult to function without clear directions and instructions 1 2 3 4 5
19 I prefer specific instructions to extended guidelines 1 2 3 4 5
20 I tend to get nervous easily when I don’t know an outcome 1 2 3 4 5
21 I feel stressful when I cannot predict consequences 1 2 3 4 5
22 I feel safe when I am in my familiar surroundings 1 2 3 4 5
Tradition (TRA)
23 I am proud of my culture 1 2 3 4 5
24 Respecting for tradition is important for me 1 2 3 4 5
25 I value a strong link to my past 1 2 3 4 5
26 Traditional values are important for me 1 2 3 4 5
27 I care a lot about my family history 1 2 3 4 5
Consumer Innovativeness (INN)
28 I am more interested in buying new than known products 1 2 3 4 5
29 I like to buy new and different products 1 2 3 4 5
30 I am usually among the first to try new products 1 2 3 4 5
31 I know more than others about latest new products 1 2 3 4 5
Questions about the online purchase books intention
Online Purchase Intention
I intend to buy books through internet in the future 1 2 3 4 5

47
I would buy books through internet in the future 1 2 3 4 5
I intend to buy books through internet 1 2 3 4 5
It is probable that I would buy books through internet in the future 1 2 3 4 5
SECTION 3: PERSONAL INFORMATION
Please give your personal information for the purpose of synthetising the data
32. Gender:
 Male  Female
33. Group of age:
 18-22  23-34  35-60  Above 60
34. Where do you from:
 Vietnam  Other (specific ..........................................)
35. Monthly average income:
 150-250 (USD)  250-750 (USD)
 750-2000 (USD)  Above 2000 (USD)
36. Education:
 High School  Colleges-Univercities  Post-Graduate
37. Marriage Status:
 Single  Single Mom/Dad
 Married, no child  Married, has(have) child/ children
38. How many people in your family
 1  2-4  5-6 
Over 6
End of questionnarie.
Thank you very much for your time!
Appendix 3. Questionnaire in Vietnamese
PHIẾU KHẢO SÁT
Kính chào Anh/Chị!
Tôi tên Huỳnh Nhật Trường, hiện tại đang là học viên của Viện Đào Tạo Quốc Tế, thuộc trường
Đại Học Kinh Tế, TP.HCM. Hiện tôi đang làm đề tài nghiên cứu “Định Hướng Văn Hóa Cá
Nhân (Personal Cultural Orientations) về ý định mua sách trên mạng.”
Phiếu khảo sát này chỉ dành cho mục đích nghiên cứu và phục vụ cho bài luận tốt nghiệp. Những
câu trả lời hữu ích của các bạn sẽ đóng góp một phần trong việc hoàn thành nghiên cứu này. Xin
lưu ý rằng là không có câu trả lời đúng hoặc sai. Nếu có câu hỏi liên quan đến nội dung và ngữ
nghĩa trong phiếu khảo sát, xin vui lòng trao đổi với tôi thông qua email:
kidrock1209@yahoo.com
Chân thành cảm ơn!
PHẦN 1: THÔNG TIN CHUNG

48
2. Anh/Chị có ý định mua sách không?  Không  Có
Nếu Không, xin dừng việc khảo sát tại đây. Cảm ơn Anh/Chị đã tham gia.
Nếu Có, xin trả lời tiếp phần sau.
2. Anh/Chị mua sách dùng để?  Đọc  Tặng
 Cả hai
3. Tần suất mua sách của Anh/Chị
 1-2 lần/ năm (ít khi mua)
 1 lần / tháng (thỉnh thoảng)
 2 lần/ tháng (thường xuyên)
 1 lần/ tuần (mua nhiều)
PHẦN 2: NỘI DUNG CHÍNH
Xin Anh/Chị vui lòng cho biết mức độ tán thành của mình với các phát biểu sau
đây bằng cách đánh dấu () vào một trong các ô tương ứng, với: mức độ tán
thành về câu hỏi tăng từ Số 1: Hoàn toàn không đồng ý, Số 2: Không đồng ý,
Số 3: Trung dung, Số 4: Đồng ý, cho đến Số 5: Hoàn toàn đồng ý.
Hoàn
toàn
không
đồng ý


Hoàn
toàn
đồng
ý
Sự Tương Thuộc
4
Sự hạnh phúc, khỏe mạnh của nhóm (gia đình, đồng nghiệp, bạn bè, v.v)
là quan trọng đối với tôi
1 2 3 4 5
5
Tôi cảm thấy hài long/yên tâm khi tôi hợp tác cùng với nhóm (gia đình,
đồng nghiệp, bạn bè, v.v)
1 2 3 4 5
6
Đó là nhiệm vụ/trách nhiệm của tôi phải chăm sóc các thành viên gia
đình, bất kể đó là gì
1 2 3 4 5
7
Tôi thích dành thời gian cùng với các thành viên nhóm (gia đình, đồng
nghiệp, bạn bè, v.v)
1 2 3 4 5
Sự Độc Lập
8
Tôi tự bản thân có ý định mua sách trên mạng hơn là phụ thuộc vào người
khác
1 2 3 4 5
9
Danh tính cá nhân/Bản ngã của tôi, độc lập với người khác là quan trọng
với tôi
1 2 3 4 5
10
Tôi phụ thuộc vào bản thân hầu hết thời gian, hơn là phụ thuộc vào người
khác
1 2 3 4 5
11 Điều quan trọng là tôi sẽ làm công việc của tôi tốt hơn những người khác 1 2 3 4 5
12
Tôi thích được là độc nhất và khác biệt so với người khác về nhiều
phương diện
1 2 3 4 5
13 Tôi có xu hướng tránh việc nói chuyện với người lạ 1 2 3 4 5
14 Tôi thích sự quen thuộc hơn là thay đổi 1 2 3 4 5

49
Ngại Rủi Ro
15 Tôi nghĩ mình không phải là một người chấp nhận mạo hiểm 1 2 3 4 5
16 Tôi không thích chấp nhận quá nhiều rủi ro để tránh việc mắc sai lầm 1 2 3 4 5
17 Tôi cẩn trọng trong việc sử dụng tiền của mình như thế nào 1 2 3 4 5
18 Tôi cảm thấy khó khăn khi không có chỉ dẫn và hướng dẫn rõ ràng 1 2 3 4 5
Sự Không Rõ Ràng
19 Tôi thích các hướng dẫn cụ thể hơn là các hướng dẫn mở rộng 1 2 3 4 5
20 Tôi dễ bị lo lắng khi tôi không biết kết quả cuối cùng là gì 1 2 3 4 5
21 Tôi cảm thấy căng thẳng khi bản thân không thể đoán được kết quả là gì k 1 2 3 4 5
22 Tôi cảm thấy an toàn khi gặp những thứ quen thuộc 1 2 3 4 5
Văn Hóa
23 Tôi tự hào về văn hóa của mình 1 2 3 4 5
24 Việc tôn trọng văn hóa là quan trọng với tôi 1 2 3 4 5
25 Tôi trân trọng sự gắn kết với quá khứ 1 2 3 4 5
26 Những giá trị truyền thống là quan trọng với tôi 1 2 3 4 5
27 Tôi quan tâm nhiều về lịch sử gia đình 1 2 3 4 5
Sự Đổi Mới Của Người Tiêu Dùng
28
Tôi thích mua những sản phẩm mới hơn so với những sản phẩm đã quen
thuộc
1 2 3 4 5
29 Tôi thích mua những sản phẩm mới và khác nhau 1 2 3 4 5
30 Tôi thường xuyên là người đầu tiên thử những sản phẩm mới 1 2 3 4 5
31 Tôi biết nhiều về các sản phẩm mới nhất hơn so với người khác 1 2 3 4 5
Câu hỏi về ý định mua sách trên mạng
Ý định mua sách trên mạng
Tôi có ý định sẽ mua sách trên mạng trong tương lai 1 2 3 4 5
Tôi sẽ mua sách trên mạng trong tương lai 1 2 3 4 5
Tôi có ý định sẽ mua qua mạng 1 2 3 4 5
Có khả năng rằng tôi sẽ mua sách trên mạng trong tương lai 1 2 3 4 5
PHẦN 3: THÔNG TIN CÁ NHÂN
Xin Anh/Chị cho biết một số thông tin cá nhân khác dùng để tổng hợp dữ liệu nghiên cứu.

50
32. Giới tính:
 Nam  Nữ
33. Nhóm tuổi:
 18-22 tuổi  23-34 tuổi  35-60 tuổi 
Trên 60 tuổi
34. Bạn đến từ:
 Việt Nam  Quốc gia khác (ghi rõ:.........................................)
35. Thu nhập bình quân:
 3-5 triệu  5-15 triệu  15-40 triệu 
Trên 40 triệu
36. Nhóm học vấn:
 Cấp 3  Cao đẳng- Đại học  Sau đại học
37. Tình trạng hôn nhân:
 Độc thân  Cha/Mẹ đơn thân
 Có gia đình, chưa con  Có gia đình, đã có con
38. Có bao nhiêu người trong gia đình bạn
 1  2-4  5-6 
Trên 6
Kết thúc phiếu khảo sát.
Xin chân thành cảm ơn sự hợp tác của Anh/Chị!

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