Researchinterest
In recent decades, advancements in science and technology have created both opportunities and challenges for economic development Transactions have become more diversified, allowing suppliers to interact with customers in new ways Traditional markets struggle to meet the increasing demands of busy consumers who face an overwhelming array of choices, complicating their buying decisions As a result, electronic commerce has emerged as a vital solution, thriving alongside the widespread use of the Internet to better satisfy customer needs.
E-commerce, or electronic commerce, refers to the buying and selling of products or services through electronic systems like the Internet A key aspect of e-commerce is online shopping, where consumers purchase goods or services directly from sellers in real-time without intermediaries This method of shopping is increasingly popular among buyers, suppliers, and researchers due to its numerous advantages, including convenience, speed, 24/7 availability, and access to product information and reviews Today, online shopping continues to expand rapidly and plays an essential role in the daily lives of a diverse range of consumers.
Group- buyingisseenasaneffectiveformofonlineshoppingandapromisingfieldfora pp ly in g a g e n t technologies.Group- buyingisa modelinwhichm u l t i p l e buyersc o o p e r a t e andbuygoodsatadiscountpri ce(Matsuo,2009).Innovativegroup- buyings i t e s offerbargainsoneverythingfrommealstotravelpackages.Customerscanm ake comparisonofp r o d u c t / s e r v i c e p r i c e s andchooset h e s u p p l i e r witht h e l o w e s t p r i c e ( G o u n a r i s etal. ,ascitedinLi&Liu,2012)whenusingthisnewmodel.
Withthetremendousgrowth,onlinegroup- buyingattractedm o r e andmoreattentionofpractitionersaswellasresearchers.However,mo stpreviousonlinegroup- b u y i n g studiesfocusmainlyonthepricingmechanisms,coalitionformation,benefitsofbid dercooperation,uncertaindemand,incentivemechanismsandconsumeradoption(Faneta l ,
2 0 1 0 ) Therearen o t manystudiesinvestigatedtherelationshipbetweencustomers’accepta nceofonlinegroup- buyingandtheirpurchasingbehavior.I n recentyears,thistopicbeginsbecomeahotissue,es pecially,continuancebehaviorr e c e i v e s moreattentionbecausethisissueatanindi vidual levelhasbeenregardedasc r u c i a l forsustainableweb- basedservices(Premkumar&Bhattacherjee,2008).
Besidesthat,manyonlinegroup- buyingwebsitesaswellasothersonlinewebsitesa r e facingstrongcompetitionduetot h e evolutiona n d proliferationofw e b - b a s e d s e r v i c e s M o r e o v e r , web- basedserviceshavelowe n t r y barriersbyitsn a t u r e , ifoneserviceiscreated,thena numb erofcomparablealternativeweb- basedservicesf o l l o w , resultinginahighswitchingratebetweenthoseservicesbyu s e r s ( V a t a n a s o m b u t etal.,ascitedinLee& K w o n , 2 0 1 1 ) Thus,manyonlineg r o u p - b u y i n g p r o v i d e r s ares t r u g g l i n g tofindstrategiestoexistinthisd i f f i c u l t p e r i o d R e t a i n i n g theirexistingcustomers b e c o m e s astrategicwaytoensurethe company'ss u c c e s s a n d o v e r a l l sustainability.E x p l o r i n g a n d analyzingw h i c h f a c t o r s i n f l u e n c e c u s t o m e r retentionhavesignificantmeaningtoonlineprovide rs.
Researchoncontinuanceintentioninbothonlineshoppingandonlinegroup- b u y i n g isstillinitsinfancy.Priorresearchesonconsumeronline repurchaseplaced moree mphasisontheimpactofpsychologicalfactorssuchastrust,satisfactionf o r m a t i o n , l o y a l t y (Cheungetal.,2003).T h e s e r e s e a r c h e s p r i m a r i l y baseonexpectation- confirmationtheoryandinformationsystem( I S ) c o n t i n u a n c e intentionm o d e l
Veryfewstudieshaveattemptedtoinvestigatet h e i m p a c t ofproduct/ servicec h a r a c t e r i s t i c s aswellaswebsitequalityononlineconsumercontinua nce.
Several studies have established a link between website quality and customers' purchasing intentions, particularly in physical encounters (Li, 2010) However, there is limited research on the direct and indirect effects of website quality in the context of online group buying Specifically, an integrated approach to understanding the predictors of website quality and its relationship with purchase intentions is still underexplored This presents a promising avenue for future research in the e-commerce landscape.
Motivationofthestudy
InV i e t n a m , group- buyingmodelwasintroducedin2 0 1 0 andaftera shortt i m e , g r o u p - b u y i n g modelanddailydealsitesincreasedveryquickly.Withawin-win- winmodelforthreeparties:enterprisescanselltheirproducts,group- oncompaniesprofitfromcommissiona n d c u s t o m e r s cang e t goodd e a l s,g r o u p - o n sorgroupvouchersh a v e b e c o m e p o p u l a r a m o n g Vietnameses t u d e n t s and w h i t e - c o l l a r w o r k e r s d u e toa t t r a c t i v e discountsandawiderangeofservicesandprodu cts 1
Totheendof2 0 1 1 , therea r e almost100group- onsitesinVietnamwithm o r e than6700dealsand4.2millionssoldoutvouchers 2 Fourleadin ggroup- buyingw e b s i t e s include:Nhommua,Hotdeal,CungmuaandMuachung.HoChiMi nhCityisthestrongestc o m p e t i t i o n m a r k e t witha b o u t 74%transactiond e a l s andma nyf o l l o w e r s 2 OthermarketssuchasDaNang,BinhDuong,CanTho… beginintroducethisnewmodel,however,amountoftransactionisstilllimited.
Alongwithdevelopment ofgroup- buyingmarket,perceivedr is k andcompetitionbetweenrivalsalsoincreaseverys t r o n g l y Theb i g g e s t c h a l l e n g e forgroup-buying
1 http://news.smh.com.au/breaking-news-technology/group-buying-sites-boost-ecommerce-in-asia-
In Vietnam, many individuals remain unfamiliar with online transactions, leading to concerns about payment methods and privacy security The weak privacy systems contribute to a decline in customer trust, particularly when purchasing vouchers through money transfer or cash on delivery Additionally, numerous partners fail to adhere to contracts, resulting in poor service and differential treatment of Groupon customers Issues such as late or lost voucher deliveries, lack of control over delivery timing, and the need for advance bookings further complicate the experience Consequently, online group buying websites in Vietnam struggle to attract new customers and retain existing ones.
Baseonoperationa l experiencesinvoucherstransaction,manygroup- buyingb u s i n e s s e s beginselecting otherwaystolimittheirobstacles.Firstly,theyca nbecomedistributors,d e l i v e r y d i r e c t l y p r o d u c t s toc u s t o m e r s , insteadofd e l i v e r i n g v o u c h e r s S e c o n d , group-buyingcompanycanbecomee- commercee x c h a n g e Theycanbuyandmanage dealsbythemselves.T h e y alsop r o v i d e someflexiblesolutionsf o r supplierssuchas:createo w n websites,pr ov id e ordersma nagement system,a n d p r o v i d e c u s t o m e r s m a n a g e m e n t system…
H o w e v e r , accordingtomanye x p e r t s t h e keytos u c c e s s forthiskindofbusinessisstil ltoensureservicequality andprice tok e e p customertrust.Do(2012)– whoisinterestedinVietnam’sstart-up,socialmediaa n d technologyscenes–citesthat:
Anincreasedskepticismoftheonlinespaceislowonthelistofdangersthough.Withtheinternetpe netrationat34percentandanincreasingportionofthemmovingintosocialmedia,t h e onlinemarketi sgettingbiggerandbigger.Althoughcompaniesandpeoplemaynotbetrustingofwebcontent,they arelearningmoreandmoretobedependentonit.
Ingeneral,Vietnamisstilla p r o m i s i n g marketf o r onlinegroup- buyingm o d e l Companiesinthism a r k e t n e e d tolearnandd e v e l o p moreandmoret osucceed.Customerretentionisanecessarytopicforhelpinggroup- buyingbusinessesincreaset h e i r c o m p e t i t i v e a d v a n t a g e s andmaintaint h e i r m a r k e t Simultaneously,onlineg r o u p - b u y i n g m o d e l isreally ani n t e r e s t i n g researchfieldf o r practitioners andr e s e a r c h e r s indevelopingwayofe-commerceinVietnam.
Researchobjectives
Asdiscussioninsection1.1,informationsystem(IS)retentionhasbeenoneofthemostrec entlyexploredtopicsintheISresearchfield.M an y theoreticalperspectives,tonowaday s,h a v e beenadvancedinordertounderstand w h a t motivatesindividualstorepurchase inonlinegroup- buyingwebsites.Thus,basedonliteraturecoveringthec o n c e p t ofIScontinuance modelandcircumstanceofonlinegroup-buyingmarketinV i e t n a m , thispaperaims:
Toexaminei m p a c t ofc o g n i t i v e factors(trust,satisfactionandp e r c e i v e d usefulness)ononlinegroup-buyingrepurchaseintention.
Thiss t u d y isn e c e s s a r y ford e v e l o p m e n t ofgroup- buyingm a r k e t inVietnam.I t a l s o demonstrates thatwebsite qualityisan o t e w o r t h y factoraffectrepurchasei ntentionofcustomersinusingonlinegroup-buying.
Methodologyandscopeofresearch
Collectingdataprocessoft h i s s t u d y isd e s i g n e d intotwostages.Firstisa p i l o t t e s t , secondismainsurveytocollectdataforexaminingresearchmodel Pilottestisq u a n t i t a t i v e researchw i t h sample57respondentstoexaminer e l i a b i l i t y andvalidityofobs ervedvariables.Mainstudyisalsoq u a n t i t a t i v e researchwithsamplesize365r e s p o n d e n t s
Authoraccessesinformationandcollectdatabyusingquestionnaire.Respondents a r e morethan18yearsoldandhaveeverpurchasedononlinegroup- buyingwebsites.S a m p l e isselectedbyusingnon-probability samplingmethod– conveniencesample.ResearchisstudiedfromSeptember2012toDecember2012.
Purposeofthisresearchistoconfirmande xa mi ne conceptualmodel.Them e a s u r e m e n t s c a l e s a r e estimatedusingc o n f i r m a t o r y f a c t o r analysis( C F A ) t o t e s t reliabilityandvalidity.Thes t r u c t u r a l e q u a t i o n m o d e l i n g (SEM)isusedasthemainm ethodforanalyzingtheresearchmodelandhypotheses.
Researchstructure
Thist h e s i s isorganizedintofivec h a p t e r s Itbeginswithintroductionc h a p t e r w h i c h p r e s e n t s ano u t l i n e oft h i s r e s e a r c h , i n c l u d i n g them o t i v a t i o n , o b j e c t i v e s a n d s c o p e ofthisresearch.Thenextchapterdescribesonlinegroupbuying model, l i t e r a t u r e ofISrepurchasebehaviormodelandwe bsi te qualityconcept. Thischapter a l s o d e s c r i b e s researchmodelandh y p o t h e s e s Thethirdc h a p t e r isresearchmethodologyusedtoempiric ally testtheresearchmodel.Thefourthchapt erpresentstheresultsofdataanalysis Thefinalc ha pt er discussessummarizesthestu dy’scoref i n d i n g s , itscontributionsanditslimitations.
Introduction
Thischapterm a i n l y introducestheoreticalbackgroundandresearchmodelofthestudy.Fi rst,onlinegroup- buyingm o d e l isintroducedtoclarifymoreclearlyaboutadvantagesanddisadvantagesofthi snewmodel.Second,literaturesofISrepurchasemodelsinonlineshoppingandonlinegroup- buyingcontextarediscussed.Next,conceptsandinstrumentsofwebsitequalityarerevieweds ystematically.Finally,researchmodel,itsconstructsandrelationshiphypothesizedamongthec onstructsarediscussed.
Theoreticalbackground
Onlinegroup-buyingmodel
Group- buying,alsoknownascollectivebuying,introducedin1999bya fewofcompanies.Afterintrodu cingtime,thismodelhavebeenfacilitatedbytheinternetandtheeasy,fastg r o u p c o a l i t i o n p r o c e s s broughtbysocial n e t w o r k s (Xiong& Hu,asc i t e d inErdogmus&Cicek,20 11).Itisseenasapartofaninnovativewaveof onlinem a r k e t - b a s e d p r i c i n g m e c h a n i s m s , i n c l u d e s t r a d i t i o n a l auctions,non- traditionala u c t i o n s , price-reductionmodelsandgroup-buyingmodels.
Therearemainlytwodifferenttypesofonlinegroup- buyingsystems(Feietal.,asc i t e d inErdogmus&Cicek,2011).Firsttypeofthissystemisst ructuredbasedonad y n a m i c p r i c i n g m e c h a n i s m Int h i s firsttype,m a s s e s ofc o ns u m e r s a r e aggregated,a n d performcollectivebuying toenjoypriced i s c o u n t s onl ine.Int h e secondtypeoftheonlinegroup-buying,thegroup- buyingcompanyoffersacertainproductorserviceata s t a t i c larged i s c o u n t price.T h i s p r i c e requiredt h e t o t a l numberoft h e buyersmustbegreaterthanthepredeterminedlim itoftheminimumrequirednumberofbuyers.
Many online websites utilizing group-buying models have achieved significant success by offering a wide range of products and services at reduced prices These platforms claim to negotiate lower prices with manufacturers and suppliers, passing the savings onto consumers However, they face challenges in gaining market attention, as they require a critical mass of consumer interest and substantial transaction volumes to profitably uphold their low-price guarantees Without reaching this critical threshold, group-buying websites struggle to deliver the expected savings to customers Additionally, the complexity of the group-buying model can be difficult for consumers to understand, and the lengthy wait times for auction cycles hinder impulse buying As a result, customer growth for these online platforms is slowing, and some markets are even witnessing a decline in both customers and transactions.
Inordertoovercome obstacles,someonlinegroup- buyingwebsitesfocuswebsite qualityandservicequality.Fori n s t a n c e , Mobshop– a SanFrancisco,California-basedgroup-buyingserviceprovider- increasedfrom37.00to132.000registeredusersina threem o n t h periodfromJ a n u a r y toA p r i l 2000(ascitedinKauffman& W a n g , 2001).Itse a r l y s u c c e s s attributedbyitscarefu ld e s i g n , i n c r e a s i n g t e c h n i c a l a d e q u a c y andsavingdeliverytime.Focusingo nqualityisagoodstrategy foronlineg r o u p - b u y i n g websitesinhighlycompetitionmarketatcurrenttimeandinthefuture.
ISrepurchasingbehaviormodel
Onlinebuyingbehaviorcanbeunderstoodintwostages:thefirststageisprimarilyc o n c e r n e d withtheencouragingpeopletopurchaseonlineandthesecondistoe n c o u r a g e th emtorepurchase,whichiscriticalifthee- commercevendoristos u c c e e d (Zangetal.,2011).Inthesetwostages,secondstageisan important subject
Researchersh a v e s t u d i e d o n l i n e customerretentionindifferentc o n t e x t s , suchas“ o n l i n e repurchaseintention”,“continuetoshoponline”,“customerintentiontor e t u r n ” , “websitestickiness”,and“continuedinformationsystems/
Onlinec u s t o m e r retentioninrecentyears,becomea hotissueinbotht h e I T andm a r k e t i n g areas.Studiesoft h i s t o p i c havebeenmainlydividedintotwostreamsc o n s i s t e d ofstudiesbasedonstatic-typemodelsandprocess-typemodels(Lin&Ong,2010).
Static-type research is derived from theories such as the Theory of Planned Behavior (TPB), Fishbein and Ajzen's Theory of Reasoned Action (TRA), and the Technology Acceptance Model (TAM) TRA posits that individuals are more likely to engage in a behavior if they perceive it positively and believe that others prefer them to do so, thus increasing their intention to act TPB introduces perceived behavioral control as a predictor, addressing situations where individuals intend to act but are hindered by a lack of confidence or control TAM is recognized as a leading framework for explaining customer behavioral intention, focusing on perceived usefulness and perceived ease of use as key beliefs that influence information system acceptance across various user populations.
Source: Bhattacherjee, 2001 relativee f f e c t s ofp e r c e i v e d usefulnessa n d easeofuseduringpre- acceptance a n d p o s t - a c c e p t a n c e stagesofISusereport t ha t: perceivedu s e f u l n e s s i m p a c t s a t t i t u d e substantivelyandconsistentlyduringbothstagesofISuse,andeaseofuseh asaninconsistenteffectonattitudeinthei n i t i a l stages,whichseemstof u r t h e r s u b s i d e andb e c o m e n o n - s i g n i f i c a n t inlaterstages( D a v i s eta l ; K a r a h a n n a etal.,ascitedinBhattacher jee,2001).Hence,studiesbaseonTAMtonowadays,perceivedusefulnessisusually usedasdirectvariableinfluencingoncustomerbehavioralintention.
(2) Secondstreamisprocess-typem o d e l s , m a i n l y basedonexpectation- c o n f i r m a t i o n theory( E C T ) orexpectation- confirmationmodel(ECM).Thisstreamh a d beendevelopedfroms o m e limitations ofTAM.I t alsou s e s i n d i v i d u a l c o g n i t i v e factorsforp r e d i c t i n g ISco ntinueduse.However,theybasedont h e i r backward- lookingorretrospectiveperceptionsgroundedina c t u a l usageexperience,such asperformance,disconfirmation,andsatisfaction,inadditiontoinitialexpectations.
Inthis model,consumers’intentiontorepurchaseaproductorcontinue serviceu seisdeterminedprimarilybytheirsatisfactionwithprioruseofthatproductorservice(
AndersonandSullivan1993;Oliver1980,1993,ascitedinBhattacherjee,2001).Satis factionisviewedasthekeytobuildingandretaininga loyalbaseoflong- termconsumersandconfirmedinmanys t u d i e s Untiltoday,thisstreamd e v e l o p s widelyint h e consumerbehavior literature tostudyc o n s u m e r satisfaction,post-purchasebehavior andservicemarketinging e n e r a l
(AndersonandSullivan;Dabholkaretal.;Oliver;Pattersonetal.;TseandW i l t o n , a scitedinBhattacherjee, 2001).Manyresearchestrytoaddnewc on s t ru c t , andinte gratestudiesthatcombinethesemodelsandanothertheoryorm o d e l
Inadditiontothemainstreamresearches,thereisarecentfocusonaffectivefactors.A c c o r d i n g toLee& Kwon(2011),thef a c t o r s su gg es te d classifiedi n t o twoc a t e g o r i e s : cognitiveandaffective.C o g n i t i v e factorsaret h o s e relatedtothem e n t a l p r o c e s s ofk nowing,i n c l u d i n g aspectssuchasp e r c e p t i o n , r e a s o n i n g andj u d g m e n t R e p r e s e n t a t i v e cognitivefactorsare:perceivedusefulness,satisfaction,trust,perceived easeofuse,security,confirmationanddisconfirmation,perceivedrisk,perceiveds w i t c h i n g cost…
In contrast,affectivefactorsa r e relatedtospecifice m o t i o n s orstatesoffeeling.Someaff ectivefactorsarestudiedinr e c e n t yearssuchasperceivedplayfulness(enjoyment),pleasu re,arousal,familiarityandintimacy.Lee
&Kwon( 2 0 1 1 ) alsosuggestedthatcustomerretentionresearchhasshifteditsfocusfrom cognition- orientedfactorstoaffectivefactorstoexploremorefactorsi n f l u e n c i n g oncustomer behavior.
BasedonECM:addsIShabitasanewfactor Internet- basedlearning Atcharuyachanvanicheta l.(2006)
Liaoetal.(2007) Anintegrateds tu d y thatcombinesEDTmodela n d tht h e o r y ofPlanningBehavior,addssubjectivenormasn e w fa ctor
ChiuandWang(2008) AnintegratedstudythatcombinesUnitedtheoryoAccepta nceandUseofTechnology,addssubjectivetasv a l u e asane wfactor
Ingeneral,researchershaveintegratedmanyotherfactorstocreatenewframeworkt h a t willimprovethee x p l a n a t o r y andp r e d i c t i v e p o w e r fore x p l a i n i n g o n l i n e c u s t o m e r retention.
Few studies have explored online purchase intentions within the context of online group buying In 2010, Fan et al adapted Bhattacherjee's expectation-confirmation theory (ECT) and integrated the technology acceptance model (TAM) to develop a post-acceptance model of information system continuity This research confirmed the relationships between customer satisfaction, perceived usefulness, and online group buying purchase intentions, while also measuring the role of price expectations.
In 2012, Tien et al investigated repurchase intention in the context of online group buying, emphasizing the importance of relationship quality and expectation-confirmation theory Their study found that customer satisfaction is a crucial foundation for establishing long-term relationships between customers and group-buying websites, with trust being a significant complementary factor Satisfaction emerged as a stronger predictor of repeat purchase intention compared to trust, consistent with findings in e-commerce Additionally, trust, perceived value, and perceived quality were identified as key antecedents of satisfaction, with perceived quality being a highly influential determinant of perceived value and indirectly affecting repeat purchase intention through satisfaction In the same year, Liu and Wu examined the relationship between service quality, word-of-mouth, customer satisfaction, promotional incentives, and customer loyalty, concluding that service quality significantly impacts customer satisfaction and, consequently, customer loyalty.
Insummary,verylittlestudies inonlinegroup- buyingcontextfocusoncustomerb u y i n g behavior,especially,customerretention.Whilethe o n l i n e marketisgrowinga n d profitable,t h e competitionformarkets h a r e isalsoincreasin g.T o remaincompetitive,itisimperativeforonlineproviderstoinvesttimeandmoneytofindou ts t r a t e g y tokeepexistedcustomers.Studiesofcustomerretentionarereallynecessaryf o r developmentofonlinegroup-buyingmodelinthefuture.
Websitequality
Qualityisnota newc o n c e p t ininformationsystemsm a n a g e m e n t andresearch.I n f o r m a t i o n systemspractitionershavealwaysbeenawareoftheneedtoimprovetheinf ormationsystemsfunctions o itcanreacttoe x t e r n a l andinternalp r e s s u r e s a n d facet h e criticalchallenges toitsg row th andsurvivability(Aladwani& Palvia,2002).H o w e v e r , tonowadays,botht h e c o n c e p t u a l i z a t i o n andt h e m e a s u r e m e n t ofw e b s i t e qualityhavebeentwodebatedtopics.
(2006),researchontheconceptofwebsitequalitycanbeclassifiedbroadlyintofourco mp le me n ta ry researchcategories.(1)Thefirstf o c u s e s onfunctionalitiesand/ orcontentofwebsite.Thedimensionsidentifiedhavegenerallyb e e n : f u n c t i o n a l issu es,navigation, content,technicali s s u e s andcontactinformation
(2)ThesecondcategoryincludesresearchesaffectedbytechnologyacceptancemodelTAM, relationshipbetweenperceivede a s e ofusea n d perceivedusefulnesscanbes e e n asarelat ionofquality.Informationquality,systemqualityandservicequalityofw e b s i t e s areth eessentialcomponentsofwebsitequality.
The third category encompasses studies that emphasize service quality as a crucial element of overall website quality E-service quality and website quality are often interchangeable terms Researchers, such as Zeithaml (as cited in Li, 2010), define e-service quality as the extent to which a website facilitates efficient and effective shopping, purchasing, and delivery of goods and services Similarly, Santos (as cited in Udo et al., 2010) describes e-service quality as the overall customer perceptions, judgments, and evaluations of the service quality derived from a virtual marketplace While these concepts have gained popularity and evolved over time, the category continues to be a subject of ongoing debate.
(4)Thefourthc a t e g o r y isc o m p o s e d ofauthorswhob e l i e v e d thatthep r i n c i p a l criteri onforw e b s i t e qualitywasdefinedbycustomers'perceptionsofquality.Forexample,
H u a n g (ascitedinÉthieretal.,2006)d e s c r i b e s websitequalityaswhetherthew e b s i t e meeta n d / o r exceedede x p e c t a t i o n s intermsofi n f o r m a t i o n andenjoymentposition;Wan(as citedinÉthieretal.,2006)statesthatthequalityofawebsite wasbasedon:information,frien dliness,responsivenessandreliability.
Numerous tools have been developed to assess various aspects of website quality, as outlined in Appendix A For example, Loiacono et al (2000) introduced the WEBQUAL framework, which encompasses dimensions such as ease of understanding, intuitive operation, informational fit-to-task, tailored communication, trust, response time, visual appeal, innovativeness, emotional appeal, online completeness, relative advantage, and consistent image Following this, Yoo & Donthu (2001) created the SITEQUAL scale, consisting of 12 dimensions including aesthetic design, competitive value, ease of use, clarity of ordering, corporate and brand equity, security, processing speed, product uniqueness, and product assurance quality Additionally, Aladwani and Palvia (2002) developed an instrument that emphasizes website design and content, focusing on four key dimensions: specific content, content quality, appearance, and technical adequacy.
Withthegrowthofrecognitionofdifferentvariabilityintheoutcomeofmeasuringw e b s i t e quality,many studiesshowmoredifferentdimensionsinwebsitequality,fore x a m p l e s : Madu& Madu(2002,ascitedinL i & Suomi,2009)developa 15d i m e n s i o n s scaleofwebsite q uality,whichisbuiltonbetterunderstanding ofc u s t o m e r s a n d p r o v i d i n g serv icestomeett h e needsa n d expectationsofc u s t o m e r ; Fieldetal.
(2004,ascitedinLi&Suomi,2009)developprocessmodelforassessinga n d improving websitequalitybyidentifyinge-servicesystementitiesand transactionsbetweent h o s e entitiesa n d m a p p i n g keyqualitydimensionso n t o t h e m
M o s t recentlyyears,Sohn&Tadisina(ascitedinLi,2010)proposedsixdimensionstom e a s u r e websitequality,i n c l u d e : trust,speedofdelivery,reliability,e a s e ofuse,c u s t o m i z e d communication,websitecontentandfunctionality.
Research on website quality often involves adapting the SERVQUAL scale, a widely used measurement tool for service quality that includes five dimensions: tangibles, reliability, responsiveness, assurance, and empathy (Iwaarden & Wiele, as cited in Li, 2010) In the context of e-commerce, Zeithaml (2000, as cited in Li & Suomi, 2009) proposed a seven-dimension website quality scale, which has been further developed by Parasuraman et al This adaptation highlights the importance of evaluating website quality through a comprehensive framework tailored to online services.
In 2005, as referenced in Liu & Wu (2012), a framework was developed that categorizes e-service quality (e-SQ) into seven constructs divided into two groups: core e-SQ, which includes efficiency, fulfillment, availability, and privacy; and recovery e-SQ, comprising responsiveness, compensation, and contact These constructs are widely utilized in contemporary studies as they provide valuable insights into e-service quality from the customer's experience and evaluation perspective, which are considered critical factors influencing the adoption of e-services (Rowley, as cited in Li & Suomi, 2009).
Ingeneral,w e b s i t e q u a l i t y conceptremainsunderdevelopeda n d isa vastlyu n d e f i n e d concept.Thisisa complexconceptwhich h a s multipledimensions.A l t h o u g h r ecently,researchonwebsite qualityhasadoptedamuchbroader scopeonw e b s i t e q ualitycomparedtoitspastfocusonusabilityandinteractivity.However,tonowadays,ther eisnoconsensusona definitiononit.T hi s topicisstillapromisingfieldforresearcher s.
Researchmodel
PerceivedUsefulness
DrawingfromTAM,post-consumptionexpectationisrepresentedasex- postperceivedu s e f u l n e s s inthep r o p o s e d IScontinuancemodel(Bhattacherjee,2 0
0 1 ) D a v i s (1989)definesperceivedusefulness as“thedegreetowhich aperson believes t h a t usingaparticular systemw o u l d e n h a n c e hisorherjobperformance.
A c c o r d i n g toB u r k (asc i t e d inA l - m a g h r a b i eta l , 2 0 1 0 ) perceivedu s e f u l n e s s ist h e primaryp r e r e q u i s i t e f ormassm a r k e t t e c h n o l o g y a c c e p t a n c e , whichdependonc o n s u m e r s ’ e x p e c t a t i o n s abouthowtechnologycanimprove andsimplifytheirlives(Petersonet a l , ascitedinAl- maghrabieta l , 2 0 1 0 ) N u m e r o u s e m p i r i c a l i n v e s t i g a t i o n s havee s t a b l i s h e d strongempiricalsupportford i r e c t i m p a c t ofperceivedusefulnessoni n t e n t i o n So,inthisstudy,perceivedusefulnessi sproposedfactorcapturesthei n s t r u m e n t a l i t y ofISuse,andinfluencessubsequen tcontinuancedecisions.
Besidesani m p o r t a n t predictorofinitial intentiontouseinformationsystem(Davis;D a v i s eta l , citedinL i a o eta l , 2006)a n d ofi n t e n t i o n s forcontinueduse(Bhattacherjee,
20 intentionthroughc u s t o m e r satisfaction Somestudiesalsoexamineandconfirmt h i s r e l a t i o n s h i p suchasBhattacherjee,(2001),L i ( 2 0 1 0 ) , Wenetal.
Hypothesis1b: Customerperceivedusefulnessisp o s i t i v e l y associatedwithc ustomer satisfaction.
Customersatisfaction
Satisfaction, as initially defined by Locke (1976, as cited in Bhattacherjee, 2001), refers to a "pleasurable or positive emotional state resulting from the appraisal of one’s job." This concept is further expanded by Oliver (as cited in Bhattacherjee, 2001) to encompass the consumption context, describing it as "the summary psychological state resulting when the emotions surrounding disconfirmed expectations are coupled with the consumer’s prior feelings about the consumption experience." In various studies, customer satisfaction has been a key metric for evaluating e-commerce success and consumer repurchase behavior Oliver (as cited in Fan et al., 2010) demonstrates that satisfaction has both direct and indirect influences on future intentions through its effect on attitudes Thus, the proposed hypothesis of this study is:
Customertrust
Trust is fundamentally defined as a set of beliefs regarding the benevolence, competency, and integrity of another party According to the Trust-Risk Theory (TRA), trust influences transaction behavior by fostering positive attitudes that lead to purchase intentions In the context of e-commerce, trust becomes increasingly crucial due to the uncertainties introduced by distance and impersonal interactions Research indicates that breaches of trust can result in negative repurchase intentions and adverse word-of-mouth communication A lack of trust deters consumers from engaging in online shopping, as they are hesitant to transact with sellers who do not demonstrate trustworthiness, primarily due to fears of opportunism Therefore, trust significantly impacts the likelihood of repeat purchases.
Besidedirectlyimpactoncustomerrepurchasei n t e n t i o n , users’t r u s t alsoi n f l u e n c e s c u s t o m e r behaviort h r o u g h satisfaction.Ins o m e p r e v i o u s researches,trust’simpact hasnothighsignificanceoncustomerrepurchaseintention(Tienetal.,2012),andinstudyof Wenetal.,
(2011),this significantisverylow.However,intheotherhand,somestudiesconfirmt hattrustisstillafactorinfluencingcustomerrepurchasei n t e n t i o n becauselackoftrust couldbethemainreasoncustomersdecidenottoshopo n l i n e orwhytheyhavenegative concernsrelatedtoshopping online.So,thisstudyisproposedthat:
Hypothesesrelatedtowebsitequality
Severalelementsofwebsitequality,suchasinformationquality,r e s p o n s e time,andvisualatt ractivenesshavebeenverifiedtoberelatedtoperceivedusefulness(Liaoetal.,2 0 0 6 ) Saeeda ndAbdinnour-
Helm(ascitedinLi,2010)alsoassertthatserviceq u a l i t y hasimpactonusers’extendedusage andtheexploratoryusageofawebsiteviatheperceivedusefulnessofa website.Thus,websiteq u a l i t y isexpectedtoh a v e ani n f l u e n c e onu s e r perceptionoftheusefulnessofonlineg roup-buyingcontext.I t isassumedthat:
Websitequalityisr e f e r r e d to“theconsumers’j u d g m e n t a b o u t a p r o d u c t ’ s o v e r a l l e x c e l l e n t orsuperiority”( Z e i t h a m l , ascitedinTienetal.,2 0 1 2 ) C o n s u m e r satisfactionisa t r a n s i e n t ande x p e r i e n c e – specifica t t i t u d e , whichisbasedona c o n s u m e r ’ s specifics e r v i c e e n c o u n t e r (L i,20 10 ) N u m e r o u s studiesh av e b e e n c o n d u c t e d toc l e a r l y d e m o n s t r a t e ther e l a t i o n s h i p betweenserviceq u a l i t y ands a t i s f a c t i o n Fornell(ascitedinTienet a l , 2012)proposedthatwebsitequalityp o s i t i v e l y affectoverallcustomersatisfactio n.Hence,thisstudyproposed:
(ascitedinLiaoetal.,2 0 0 6 ) , authorsshowedthatifc o n s u m e r s perceivethatwebsitequa lityisofhighquality,theyarelikelytohavehightrustingbeliefsaboutt h e webretailer’scompet ence,integrity,andbenevolence;andwilldevelopa willingnesstodependonthewebretailer.Zh ouetal.
(ascitedinLi,2 0 1 0 ) alsofoundthatserviceq u a l i t y h a d a strongerimpactonconsumertru standsatisfaction.So,itissuggestedthat:
Servicequalityusuallywasdemonstratedtobeanantecedenttosatisfactionanda s s e r t s adir ectinfluenceonconsumersatisfaction(Anderson& Fornell;Sweeney&Soutar,ascitedinLi ,2010).However,someprior marketingliteraturealsohadevidenceshowingthatservicequalityaffectsthepurchasingint ention.StudyofLiang
&Lai(ascitedinLiaoetal.,2006)showedthatahighqualitywebsitenot onlyaffectsthecustomer’spurchasedecision,butalsoisoneofthemainreasonsforconsumerst odetermine whethertheywillpurchaseonlineornot(Gehrke&Turban,ascitedinLiaoetal.,2006).Poorqu alitycanresultmanylossincompletionsuchaslossofcustomers,reductioninprofits,increasi ngcosts…
Hypothesis4d: Websiteq u a l i t y ispositivelyassociatedwithonline-group- buyingrepurchaseintention
Conclusion
ThischapterpresentedtheoreticalbackgroundofISrepurchasemodelsandwebsiteq u a l i t y c o n c e p t s andinstruments.Baseondiscussionofliteraturereview,onlinegroup- buyingh a d emergeda n e w e-commercemodel.Customerretentionofonlinegroup- buyingcontextwasaninterestingtopicandnecessaryfordevelopmentofthism o d e l int h e f uture.Hence,int h i s study,a researchm o d e l wasproposedwithninehypotheses.Threecogni tivefactors–trust,satisfactionandperceivedusefulness- waschosenforthiss t u d y becausetheycommandeda majorityoffactorsfoundtoaffectcus tomerretentioninpriorstudies.Websitequalitywasalsoi n c o r p o r a t e d toresearchmodel.T henextchapterwilldiscussaboutresearchmethodusedtotestthisresearchmodel.
Introduction
Thischapterpresentsa detailedaccountofa researchmethodology ofthisstudy.First,itd iscussesdatacollectionmethodandresearchprocess.Then,measurements c a l e s areprese ntedtodevelopquestionnaire.Finally,resultsofpilottestarediscussedtocontributeformeasure mentscales.Thischapteraimsatexplicatingtheresearchapproachchoiceandpresentingtherea sonsforitsuse.
Researchdesign
Collecting dataprocessofthisstudywasdesignedintotwostages.Firstwasapilott e s t , secondwasmai nsurvey.T h i s studywasc o n d u c t e d inH o ChiMinhCity,t h e p r i n c i p a l businessce nterinVietnam.S a m p l e ofthisstudyisselectedbyusingnon- p r o b a b i l i t y samplingmethod– conveniencesample.Mostofrespondentsofthisstudywasf u l l - t i m e andp a r t - t i m e s t u d e n t s whoweres t u d y i n g atUniversityofEc on om ic s H o ChiMinhCity.They alsowereindividuals whohade x p e r i e n c e ingroup- buyinga n d stillhadrepurchaseintention.
A pilot study was conducted to evaluate the validity and reliability of the research instrument prior to distributing the questionnaire Initial data was gathered from a random sample of 70 participants, resulting in the collection of 57 completed questionnaires This pilot study aimed to ensure that the final questions were clearly understood, predict an appropriate sample size, and enhance the study design before undertaking a full-scale research project Additionally, Cronbach's alpha and exploratory factor analysis (EFA) were utilized to assess the measurement scales.
Mainsurveywasalsoquantitativeresearchtocollectdataforexaminingresearchm o d e l Thesampleforthissurveywasalsoindividualswhohadexperienceingroup- b u y i n g butwitha largeamount.Basedonruleoffiveo b s e r v a t i o n s perp a r a m e t e r e s t i m a t e d , theminimumsamplesizeneededfortestingoverallmodelwas205(there were41freeparameters), hence, forthesurvey,600q ue st io nn ai re s weredistribute ddirectlyandemailtorespondents.Afterthedatacollection, total550responses were
Pilot test - Quantitative research (nW) Cronbach Alpha
Cronbach Alpha EFA- Exploratory factor analysis
CFA - Confirmatory factor analysis (Examine discriminant and convergent validity)
Composite reliability and Average variance extracted
(Examine research model) collected,185responseswereeliminatedbecauserespondentsindicatedthattheyhadn e v e r useonlinegroup-buyingbeforeortheyhadnointentiontorepurchase.Finally,
365responseswereusedasavaliddataforthisresearch.Inthismainstudy,exploratoryfact oranalysis(EFA)andco nf ir ma to ry factoranalysis(CFA)wereusedtoassessmeasureme ntscales.Thestructuralequationmodel(SEM)hadbeenusedasthemainmethodforanalyzingt heresearchmodelbytestingt h e a s s u m e d causationamongasetofdependentandindepend entvariables.BootstrappingwithN00re- s a m p l e s wasalsousedtoassessthepathsignificance.
Instrumentconstruction
Ap a p e r - b a s e d q u e s t i o n n a i r e wasd e v e l o p e d toc o l l e c t datatov a l i d a t e thec o n s t r u c t s andt h e o r y p o i n t e d int h e researchf r a m e w o r k (seeina p p e n d i x F).T h i s q u e s t i o n n a i r e wasfirstlyd e v e l o p e d inEnglish,a n d wastranslatedintoVietnameselater. Itwasdividedintothreeparts.
- Thefirstp a r t oft he surveyinstrument wasdesignedtog e t informationabouttheres pondents’experienceandonlinegroup-buyinghabit.
- Thesecondpartofthiss u r v e y i n s t r u m e n t containedq u e s t i o n n a i r e itemstha tm e a s u r e fiveconstructsintheproposedmodel.Thesequestionnaireitemswe rem e a s u r e d usinga s e v e n - p o i n t Likertscale(from1- s t r o n g l y d i s a g r e e to7- s t r o n g l y agree).Thesei t e m s wereselectedfrommanyp r e v i o u s relatedr e s e a r c h e s a n d s u b s e q u e n t l y modifiedtofittheo n l i n e group- buyinge x p e r i e n c e
(Figure3.2listedt h e i t e m s f o r e a c h measurea n d p r o v i d e d thes o u r c e s ofmeasures)
- Thethirdpartofthes u r v e y i n c l u d e d q u e s t i o n s r e g a r d i n g d e m o g r a p h i c a n d s o c i a l economicstatus. Inthisquestionnaire,fivemainc o n s t r u c t s weremeasuredint h i s study,i n c l u d e d : o n l i n e group- buyingrepurchaseintention,satisfaction,perceivedusefulness,trustandw e b s i t e q uality.Amongt h e s e constructs,websiteq u a l i t y wasa m u l t i - d i m e n s i o n a l c o n s t r u c t withfourconstructs:c o n t e n t quality,t e c h n i c a l adeq uacy,a p p e a r a n c e a n d s p e c i f i c content.
(2010).T h e s e i t e m s weremodifiedfromDavisetal.'s(1989)four- itemperceivedusefulnessscale.The firstt h r e e i t e m s ofthisscalemeasuredthep e r f o r m a n c e productivity,andeffectiv enessdimensions ofonlinegroup- buying usefulness,whilethefourthi te m assessedoverallusefulness.
- Satisfactionwasm ea su re d byitemsmodifiedfromWeneta l ( 2 0 1 1 ) a n d L i
(2010).ThreeitemsusedoriginallyfromSprengetal.'s(1996)overallsatisfactionscale,designedtoassessusers'satisfactionwithcamcorderuse.Accordingto
Ajzena n d Fishbein( a s citedinBhattacherjee,2 0 0 1 ) , thisscalewasappropriateb e c a u s e affectsuchassatisfactionwasbestmeasuredalongb i p o l a r evaluatived i m e n s i o n s ThelastitemofthisscalewastakenfromLi (2010)toconfirmmoreclearlycust omersatisfaction.
- TrustmeasuredbyitemsmodifiedfromWenetal.(2011),originalfromGefen etal.(2003)andE n r i q u e etal.
- Onlinegroup- buyingrepurchase intentionwasmeasuredusing fiveitems adaptedfromKimetal. (2012).TheseitemsweremodifiedfromKhalifaandLiu
(2009).Thefourinitialitemsmeasuredrespondents'i n t e n t i o n tocontinue purchase onthesameonlinegroup- buyingwebsite.Thefifthitemassessedrespondents'overallcontinuanceintentiontocon trolforpotential.
- WebsitequalitywastakenfromAladwani&Palvia(2002).Thismeasurement scalemostlytargetedthewebusers,soitm e a s u r e d websitequalityfocusonf u n c t i o n a l i t y andcontent ofwebsite.Itincluded25observedvariables tomeasure f o u r c o n s t r u c t s : contentquality,specificcontent,appearanceandtechnicaladequacy.H o w e v e r , int h i s study,t w o items– findingfirmgeneralinformationa n d personalizationorcustomization- wereremovedwhenmodifyingscaleforo n l i n e group-buyingcontext.
INT14.IintendtocontinuetopurchasegoodsfromwebsiteX.I N T 1 5 Ii ntendtoacquireproductinformationfromwebsiteX.I N T 1 6 Iintendto recommendwebsiteXtopeoplearoundme.
CQ19.ThecontentofwebsiteXisuseful.CQ20.Theco ntentofwebsiteXiscomplete.CQ21.Thecontentofweb siteXisclear.
SC26.InwebsiteX,onecanfinddetailsaboutproductsand/ orservices.S C 2 7 InwebsiteX,onecanfindinformationrelatedtocustomers’p olicies.S C 2 8 InwebsiteX,onecanfindinformationrelatedtocustomerservice.
Pilottestresults
CronbachAlpha
Reliabilityisoneoft h e mostcriticalelementsinassessingt h e q u a l i t y ofthec o n s t r u c t m e a s u r e s (Churchchill,ascitedinFanetal.,2010).A s t a t i c a l l y r e l i a b l e scale p r o v i d e s consistentandstableme as ur es ofa construct.Thiss t u d y usedC r o n b a c h ’ s coefficienta l p h a toe v a l u a t e t h e c o n s t r u c t r e l i a b i l i t y forbothp i l o t t e s t a n d mainsurvey.
Thereliabilitycoefficientsofsevenconstructsinpilottest- perceivedusefulness,r e p u r c h a s e intention,trust,perceivedq u a l i t y withfourc o n s t r u c t s ( c o n t e n t quality,s p e c i f i c content,appearance,technicaladequacy)- weregreaterthan0.6(seeinTable5.1)andwereconsideracceptable.Item- totalcorrelationofobservedvariablesoft h e s e c o n s t r u c t s alsosatisfiedgreaterthan0
3 O n l y s a t i s f a c t i o n constructwasnotacceptedbecauseCronbacha l p h a was0 3 4 , lessthanthreshold0.6;i t e m - t o t a l c o r r e l a t i o n ofSAT8waslowwithvalue0.21;andCronbachalphaifitemdeletedw asveryhigh,morethan0.9.Thus,thisitemneededtoremoveoutofmeasurementscale.H o w e v e r , thisitemwasusedasasuitablescaleinmanypriorresearchesofcustomers a t i s f a c t i o n ; hence, a ut ho r didnotre mo ve thisitemandwouldtestreliabili ty ofthissc aleagaininmainstudy.
AlphaifItem Deleted Perceivedusefulness(PU):alpha=0.728
EFAforwebsitequalityscales
Exploratory Factor Analysis (EFA) is employed to assess whether initially suggested items originate from a single factor or multiple factors measuring distinct concepts In this study, eight constructs were proposed, utilizing measurement scales from various previous research The results of the Cronbach alpha indicated that most measurement scales were acceptable Although the author intended to use EFA to evaluate the discriminant validity of the measurement constructs, the pilot test's sample size was too small, necessitating strict conditions for EFA application Consequently, EFA was exclusively conducted for the website quality construct, identified as a multidimensional construct based on the scale from Aladwani & Palvia (2002) Additionally, two items were removed from this scale, making EFA essential to validate and ensure the reliability of the modified measurement scale.
ResultsofEFAforwebsiteq u a l i t y showedthatfourf a c t o r s wereextractedwithe i g e n - v a l u e 0.74andextractionsumsofsquaredloadingsmorethan70%.Ingeneral,extract edvariancewasacceptableb e c a u s e factorloadingofa l l observedvariablesweremorethan
0 4 T h u s , nov a r i a b l e s ofperceivedqualitys c a l e werer e m o v e d H o w e v e r , manyobservedv a r i a b l e s hadfactorl o a d i n g ondifferentf a c t o r c o m p a r e wit horiginalscale(seeintable3.3).Reliabilityandvalidityofthesescalesneededtoe x a m i n e inmainstudy.
Conclusion
Thischapterpresentedresearchmethodused totestresearchmodel,measurementscalecon structionandresultsofpilottest.Thisstudywasdesignedintotwop h a s e s : firstwasapilottest,s econdwasm a i n survey.Ap a p e r - b a s e d questionnairewasd e v e l o p e d tocollectdata;itwasdistributedd i r e c t l y ande m a i l tor e s p o n d e n t s Pilott e s t indicatedthatalmostitemsmeasuringtheconstructsw e r e acceptable;consequently,theywereusedforthemainsurvey.Mainsurveyhadsamplesizew ith3 6 5 respondentsandu s e d CFAandSEMasm a i n method.Then e x t c h a p t e r will p r e s e n t dataanalysisresultsofmainsurvey.
Introduction
Chapter3 presentedresearchm e t h o d o l o g y toe x a m i n e scalevalidationandresearch model.Inchapter4,resultsofstudywillbeshownandanalyzedwithsamplen = 3 6 5 Firstl y,respondentsdemographicareanalyzedbyusingtheSPSS–
Statisticalsoftwarepackage Secondly,resultsofscalevalidation arepresented.Inthiss ection,scaleint h i s researchwase v a l u a t e d throught w o s t e p s S t e p 1 usescronbach a l p h a a n d e x p l o r a t o r y factor analysis( E F A ) toe x a m i n e r e l i a b i l i t y andval idity.I n step2,CFA–confirmatory factoranalysis,compositereliability
(CR)andtheaveragev a r i a n c e extracted(AVE)a r e usedtoe x a m i n e discriminan t an dc o n v e r g e n t validity.Thirdly,r e s e a r c h modela n d h y p o t h e s e s a r e e x a m i n e d byusingSEM– s t r u c t u r a l e q u a t i o n modelandbootstrapestimateinAMOSsoftwarepackage.Fi nally,resultsofh y p o t h e s e s testingarediscussed.
Respondentsdemographic
Statisticalsoftwarep a c k a g e Ther e s u l t s oft he d e m o g r a p h i c analysisweres h o w n in t a b l e 4.1.I n i t i a l analysisofd a t a indicatedt h a t genderwasr e l a t i v e l y equallyr e p r e s e n t e d with59.2%ofr e s p o n d e n t s we re f e m a l e a n d 40.8%m a l e Ageran gedbetween18to40yearsold,with21.9%oft h e respondentsbetween18and22yearsold,6 9 6
Among the respondents, 22% were aged between 22 and 30 years, while 8.5% were over 30 The academic attainment was relatively high, with 50.1% having completed at least a university education, while 47.2% had an education level below a bachelor's degree, and only 2.7% possessed higher education qualifications In terms of income, a significant majority, 82.7%, earned less than 10 million VND, whereas 17.3% earned more than 10 million VND.
Scalevalidation
Preliminaryresults
Inpilottest,allmeasurementscaleswastestedwithcronbachalphaindex.Almosrc o n s t r u c t s wereacceptable.However,oneconstructhadl ow er cronbachalphavalue,hence,m ainsurveyalsousecronbachalphaindextoexamine reliabilityofallscalesinresearchmo del.
ScaleMeanifItemD eleted ScaleVarianceifIt emDeleted CorrectedItem
Cronbach'sA l pha ifItemD eleted Perceivedusefulness(PU):alpha=0.762
Ther e s u l t i n g cronbachalphavaluesrangedfrom0 7 6 to0 9 3 , whichwasabovetheac ceptablethreshold,suggestedbyNunnallyandBerstein(ascitedinNguyen& N g u y e n ,
2 0 0 8 ) Item- totalcorrelationofallobservedv a r i a b l e s alsosatisfiedgreaterthan0.3(NunallyandB e r s t e i n , ascitedinNguyen& N g u y e n , 2 0 0 8 ) Satisfactionc o n s t r u c t inmainstudy wasacceptedbecausecronbachalphawas0.902,greaterthan
Aftertestingwithcronbachalpha,EFAalsousedtotestforallofitemsinm e a s u r e m e n t scales.Inpilottest,authoronlytestedwebsitequalityconstruct,hence,d i s c r i m i n a n t validity ofo t h e r constructwasnotexamined.Moreover,EFAcanhelpCFAtesting moreconvenient,so,thismethodwasnecessaryformainsurvey.
ResultsofEFAf o r a l l variablesinresearchmodelwereshowninappendixB.K M O oft hisanalysiswasveryhigh0 9 5 1 , extractions u m s ofs q u a r e d loadings= 5 8 5 6 4 % , morethan50%.However,comparetoresearchmodel,thereweresixf a c t o r s afterreduct ionbyusingprincipalaxisfactoringmethodwithpromaxrotation.F a c t o r loadingsof manyobservedvariableswerelessthan0.5.AccordingHairetal.
( a s citedinNguyen,2009),factorl o a d i n g s n e e d greaterthan0.5toh a v e p r a c t i c a l m e a n i n g Thus,someobservedvariableswereremovedoutofmeasurementscales. Firstly,r e p u r c h a s e intentionscaleremovedon e itemINT15duetofactor loading w aslessthanthreshold0.5.Secondly,allofitemsoftwoconstructs- satisfactionandperceivedu s e f u l n e s s - hadhighfactorloadinginsamefactor,sothesei t e m s hadtoc o m b i n e Thirdly,trustsca lehadfivefactors,fromTR9toTR12.Factorloadingsof theseobservedvariableswereabovetheacceptablethresholdandloadedtoitsr e s p e c t i v e construct.Noitemsmustberemovedfrommeasurementscale.
Relatedtoscalesofwebsitequality,specific contentconstructwasremovedb e c a u s e oflowerfactorloadingofallitemsinscales.A lm os t ofitemsofappearancescalewerer e m o v e d , sothisc o n s t r u c t wasnotusedtom e a s u r e p e r c e i v e d website qualityinthisstudy.Technicaladequacys c a l e removedTA34andaddedtwoa d d i t i o n a l o b s e r v e d variablesAP33andA P 3 1 C o n t e n t qualityscalealsor e m o v e d o neitemCQ24.
Inconclusion,therewere10removeditemsaftertestingbyEFA.Results ofEFAwerepr esentedintable4.3.
Confirmatoryfactoranalysis(CFA)
Thissectionpresentsresultofconfirmatoryfactoranalysis(CFA)ofmeasurementscale byusingAMOS16softwarepackage.WhenusingCFAtoexamine,thef o l l o w i n g fivei ndices(Nguyen&Nguyen,2008)wereadopted:(1)TheChi– squarevaluenormalizedbydegreeoffreedom(χ 2 /df)shouldbelessthan3;(2)Goodness-of- fit(GFI)valuesofgreaterthan0.9typicallywereconsidergood;
0.9areu s u a l l y relatedtomodelthatfitswell;a n d (5)T h e Rootm e a n squareofa p p r o x i m a t e l y (RMSEA)valueshouldbebetween0.03and0.08.
Otherassessment indicesarealsoused toexamine:(1)Thecomposite reliability;
(5)D i s c r i m i n a n t validity.Thec o m p o s i t e r e l i a b i l i t y ofa l l l a t e n t c o n s t r u c t s e x c e e d e d recommendedl e v e l of0 7 Theaveragev a r i a n c e s e x t r a c t e d , whichre flecto v e r a l l amountofvarianceintheindicatorsaccountedforthelatentconstruct,r e c o m m e n d e d levelof0.5.Convergentvalidityisthedegreetowhichmultiplea t t e m p t s tomeasurethesameconceptinagreement.Convergentvaliditywasassessedbasedonf a c t o r loading.Thefactorl o a d i n g f o r a l l i t e m s shouldexceedt h e r e c o m m e n d e d le velof0.5.Discriminantvalidityisthedegreetowhichthemeasuresofdifferentconcepts aredistinct.Discriminantvaliditycanbeexamined byusingp- valueofcorrelationbetweenconstructs,smallerthan0.05wasacceptable.
Onlinegroup- buyingrepurchaseintentionwasm e a s u r e d byoriginalscalew i t h fiveit em s, INT14toI
N T 1 8 When usingEFA,o b s e r v e d variableINT15wasremovedbecausefactorloadin gwaslowerthan0.5.ModelwithfouritemstestedbyCFAwasshowninfigure4.1.
Chi-square/df=3.427 GFI=.991;TLI=.985;CFI=.995
Seefigure4.1,t h i s modelhadsquarev a l u e n o r m a l i z e d byd e g r e e off r e e d o m ( χ 2 / df)3.427morethan3.RMSEAvaluewas0.082,morethan0.08,however,itwasa c c e p t a b l e becauseaccordingtoAndersonandGerbing(ascitedinUdoetal.,2010),R M S E A cou ldbelessthan0.1.Otherindicesofthismodelweregood.GFI,TLIandCFIvaluesabove0.9, compositereliabilitywas0.912,morethan0.7;varianceextractedwas0.722,morethanthr eshold.Allfactorloadingsofthismodelhadvalueh i g h e r than0.5.Ingeneral,thismod elfittedwellandhadunidimensionality.
FA,theChi–squarevaluenormalizedbydegreeoffreedom(χ 2 / df)ofthismodelwas5.76,slightly morethan5;allofindicesGFI,TLIandCFIexceede d0.9;RMSEAvaluewas0.11morethan0.08.Thefactorloadingsforallitemsrangedfrom
0 7 3 to0 8 9 WiththisCFAr e s u l t , modeln e e d e d tomodify,thus,TR10wasr e m o v e d Resultofmodifiedmodelwasshowninfigure4.2
Chi-square/df=1.022 GFI=.997;TLI=1.000;CFI=1.000
Afterr e m o v e d TR10,t h e Chi– s q u a r e valuen o r m a l i z e d byd e g r e e off r e e d o m ( χ 2 / df)ofthismodelwas1.022,lessthan3;GFIvalueswas0 9 97 , greaterthan0.9;T L I andCFI exceeded0.9;RMSEAvaluewas0.008,satisfiedc o n d i t i o n Thec o m p o s i t e reliabilit yofthismodelwas0.896andvarianceextractedwas0.683,morethanrecommendedlevel Thefactorloadingsforallitemsranged from0.72to0.86.I n general,thismodelfittedw ellandalsohadunidimensionality
WhenanalyzingbyEFAmethod,perceivedusefulnessandsatisfactionscalewerec o m b i n e d However,whenusingCFA,regressionestimatesinstandardizedmodelofsomeitems
P U 1 , P U 2 , PU3l e s s than0.5andmodelindiceswerenotacceptable.Thus,o b s e r v e d va riablesP U 1 , P U 2 , PU3werer e m o v e d outofm e a s u r e m e n t s c a l e T h e r e werefiv ei t e m s innewscalei n c l u d e s : PU4,SAT5,SAT6,SAT7andSAT8.R e s u l t ofmodified modelwaspresentedinfigure4.3
Chi-square/df=2.476 GFI=.986;TLI=.987;CFI=.994
SAT5 SAT6 SAT7 SAT8 PU4
TheChi–squarevaluenormalizedbydegreeoffreedom(χ 2 / df)ofthismodelwas2 4 7 6 , lessthan3;GFIv a l u e s g r e a t e r than0.9;T L I was0.987,and CFIwas0 , 9 9 4 e x c e e d e d 0.9;RMSEAvalue was0.064.T hi s newmodelfittedwell.T h e composite r e l i a b i l i t y ofthismodelwas0.905and averagevariances e x t r a c t e d was0 6 5 9 , morethanrecommendedlevel Thefactorloadingsforallitemsranged f rom0.70to0.91,morethan0.5.Thismodelalsohadunidimensionality
Websitequalitywasamulti- dimensionalconstruct, included: contentquality,s p e c i f i c c o n t e n t , a p p e a r a n c e andtechnicaladequacy.Aftera n a l y z i n g validitywithEFA,specificcontentco nstructandappearanceconstructwereremovedoutofm e a s u r e m e n t scaleofw e b s i t e quality.EFAr e s u l t s s h o w e d onlyt w o constructs- c o n t e n t qualityandtechnicaladequacy-werecontinuallytestedbyCFAmethod.
WhentestedbyusingCFA,someobservedvariablewereremovedsuchasCQ22,AP31,and AP33.Thismodificationhelpstoimproveindicesofmodelandincreasedr e l i a bi l i t y validity.Resultswereshowninfigure4.4.
Chi-square/df=2.875 GFI=.941;TLI=.961;CFI=.969
TheChi–square valuenormalizedbydegreeoffreedom(χ 2 / df)ofthismodelis2 8 7 5 , lessthan3;GFIwas0.941,morethan0.9,TLIwas0.961,andCF Iwas0,969,b o t h ofthemweremorethan0.9;RMSEAvaluewas0.072lessthan0.08.Thefa ctorl o a d i n g s forallitemsrangedfrom0.75to0.84,morethan0.5.Hence,thisscalehad convergentvalidity.Insummary,thismodelwasacceptable.
Thecompositereliabilityofcontentqualityscalewas0.887andaveragevariancesextr actedis0 6 4 2 T h e c o m p o s i t e r e l i a b i l i t y oft e c h n i c a l a d e q u a c y scalewas0.924 andaveragevariancesextractedis0.633.Theseresultsconcludedthatcontentqualitya n d technicaladequacyconstructofperceivedw e b s i t e q u a l i t y scales a t i s f i e d r e l i a b i l i t y s t a n d a r d i z e Moreover,CFAr e s u l t s alsos h o w e d thatcorrelationr(CQ
,TA)betweent w o constructswas0 , 7 0 5 withs e = 0 03 7 Thisv al ue wasdifferent1 w i t h s i g n i f i c a n t p- value=0.000.Hence,contentqualityandtechnicaladequacyhadd i s c r i m i n a n t va lidity.
To assess discriminant validity for all constructs in the research model, a saturated model was developed, which estimates all parameters related to the constructs (Anderson & Gerbing, 1988) This study's saturated model had 242 degrees of freedom, with a Chi-square value of 451.258, resulting in a normalized Chi-square (χ²/df) of 1.865 and a p-value of 0.000 The model demonstrated good fit indices, including a Goodness of Fit Index (GFI) of 0.908, a Tucker-Lewis Index (TLI) of 0.964, and a Comparative Fit Index (CFI) of 0.968, all exceeding the threshold of 0.9 Additionally, the Root Mean Square Error of Approximation (RMSEA) was 0.049, indicating a value below the acceptable limit of 0.08 Factor loadings for all items ranged from 0.71 to 0.90, surpassing the minimum requirement of 0.5, confirming that the saturated model was well-fitted with the data market (see Figure 4.5).
Chi-square/df=1.865 GFI=.908;TLI=.964;CFI=.968
Besidesresultsofsaturatedmodel,totestfordiscriminantvalidity,thec o r r e l a t i o n s betweenthev a r i a b l e s needtobec o n s i d e r e d SEManalysisre su lt p r e s e n t e d thatre lationshipbetweenc o n s t r u c t s inresearchm o d e l weredifferent1.00a n d p- valueisverysmall,lessthan0.000(seeintable4.5).H e n c e , fiveconstructs- websitequality(contentqualityandtechnicaladequacy),p e r c e i v e d u s e f u l n e s s , t r u s t a n d onlinegroup-buyingrepurchaseintention-haddiscriminantvalidity.
Modifiedresearchmodel
Aftere x a m i n i n g m e a s u r e m e n t scalebyu s i n g EFAandCFA,almosto b s e r v e d v a r i a b l e s ofperceivedusefulnessscalewereremoved,exceptPU4waskeptwith fouri t e m s ofsatisfactionscale.Hence,perceivedusefulnessconstructwasremovedout ofresearchmodelduetounfittedmeasurementscale.Withthismodification,PU4b e c a m e anitemtom e a s u r e satisfactionconstructandc o g n i t i v e factorsinresearchmodelon lyweresatisfactionandtrust.Websitequality,accordingtotestresults,wasm e a s u r e d bytwoco ns tr uc ts : contentqualityandtechnicaladequacy.Researchmodelwasmodified withfollowhypotheses:
Hypothesis2b: CustomertrustispositivelyassociatedwithcustomersatisfactionHypoth esis 3a: WebsitequalityispositivelyassociatedwithcustomersatisfactionHypothesis 3 b: WebsitequalityispositivelyassociatedwithcustomertrustHypothesis 3c: Websiteq u a l i t y ispositively associatedwithonlinegroup-buying repurchaseintention
Modelfitness
Aftercheckingthevalidity,hypothesesofthisstudywastestedwiththestructurale q u a t i o n m o d e l F i g u r e 4.7showedt h e resultsofthestructuralmodel,i n c l u d i n g thepatha ndtheirstandardizedregressionestimates.
Chi-square/df=1.872 GFI=.907;TLI=.964;CFI=.968
Theobservedn o r m a l i z e d Chisquaredform e a s u r e m e n t modelwas1.872(chi s q u a r e s = 456.664,df= 244,p - v a l u e = 0 0 0 0 ) whichwass m a l l e r than3 r e c o m m e nd ed Otherfitindicesalsosh owedgoodfitforthemeasurementmodel.Thegoodness-of- fitindex(GFI)is0.907,whichexceedstherecommendedcut-offlevelof
0.8.Thecomparativefitindex(CFI)is0.964,Tucker&Lewisindex(TLI)is0.968,grea terthant h e 0.9recommended.T h e r o o t means q u a r e error(RMSEA)is0.049,e x c e e d i n g therecommendedcut- offlevelof0.08recommended.Thecombinationoft h e s e r e s u l t s suggeststhatthed e m o n s t r a t e d m e a s u r e m e n t m o d e l fitst h e d a t a toa r e a s o n a b l e degree.
Path Estimate se cr p-value
Bootstrap
Analyzingwithstructuralequationmodeling(SEM)usuallyrequestalargesamplebutitals ocostmanytimeandmoney(Anderson& Gerbing,ascitedinNguyen& N g u y e n , 2008).B ootstrapisa suitable methodtoreplace(Schumacker& Lomax, ascitedinNguyen&
Nguyen,2008).ThisstudyusedbootstrapestimatewithsampleN=1 0 0 0 Resultswerepre sentedintable4.7.Biasoftheseresultswereverysmall,thus,estimatesinthismodelhadrelia bilityvalidity.
ML se Mean se se(se) bs se(bs)
Hypotheses testing
Accordingdiscussioninchapter3,therewerenineproposedhypotheses.However,theanal yticalr e s u l t s showeds o m e measurementscalesdidnotfitwithd a t a , so,inmodifiedresea rch,onlys i x hypothesesweremeasures.Resultsofthesehypothesestestingpresentedthatallof themweresupported.
Hypothesis1positedthatcustomersatisfactionwasp o s i t i v e l y associatedwitho n l i n e group- buyingrepurchaseintention.Theresultshowedthatregressionestimateofrelationshipbetween satisfactionandonlinegroup-buyingrepurchaseintentionwas
0.287withse=0.057.Thisestimatehadp- value=0.000(seeintable4.6).Thus,thishypothesiswassupported.Simultaneously,impactofs atisfactionwasconfirmedsignificantlytocustomerrepurchaseintention.Increasingsatisfactio nwouldinfluencetocustomerbehavior.
Hypothesis2aand2bproposedthatcustomertrustwaspositivelyassociatedwitho n l i n e group- buyingrepurchaseintentionandcustomersatisfaction.Regressionestimateofrelationshipbe tweentrustandonlinegroup-buyingrepurchaseintentionwas0.301withse=0.075,p- value=0.000,whileregressionestimateofrelationshipbetweentrustandsatisfactionwas0 4
9 9 withs e = 0.086,p- value= 0.000(seeintable4.6).Theseresultssuggestedthattrusth a d impactonb o t h satisfa ctionandcustomerrepurchaseintention.Trusthada significanteffectoncustomerbehavior, simultaneously,t h i s factorwasalsoh a d slightlyt h e indirectimpactoncustomerrepurch aseintentionthroughsatisfaction(βindirect,TR-
>INT=0.143).Thus,trusthadeffectoncustomerrepurchaseintentionwithβ = 0.444,allhypothesesrela tedtocustomertrustw e r e supported.
The study confirmed that website quality significantly influences online group-buying behaviors, directly affecting repurchase intention, customer satisfaction, and trust The standardized coefficient for the impact of website quality on online group-buying repurchase intention was 0.381, highlighting its crucial role Additionally, the relationship between website quality and customer satisfaction was significant, with a coefficient of 0.284, indicating that higher website quality leads to increased satisfaction and indirectly boosts repurchase intention Furthermore, the strong relationship between website quality and customer trust, with a regression estimate of 0.778, underscores its effect on both customer satisfaction and repurchase intention In conclusion, all hypotheses regarding website quality were supported, with website quality emerging as the strongest predictor of online group-buying repurchase intention, achieving a coefficient of 0.808.
Conclusion
Thischapterpresenteddataanalysisresultsofmeasurementscales,researchmodela n d h ypotheses.Resultsofthisstudyindicatedthatalmostmeasurementscalesneededtom o d i f y to fitwithmarketdata, researchm o d e l alsoneededtomodifywithfewerconstructs.Afteranaly zingscalesandm o d e l , newresearchm o d e l wasexaminedbyu s i n g structuralequationm odel(SEM)andresultsweregood.Allhypothesesofnewresearchmodelweresupported.The nextchaptersummariesalldiscussionandconclusionofthisstudy,aswellasitsimplicationsan ditslimitations.
Introduction
Thissectionpresentsthecontributionstoandimplicationsforresearchandp r a c t i c e First,thetheoreticalcontributionfortheresearchstreamIS continuancearep r e s e n t e d Followedisthecontributionandmanagerialimplicationsforpractice.Finally,thelimitatio nsarediscussedanddirectionsforfutureresearcharesuggested.
Discussionand conclusion
Thepurposeofthisstudytoexaminethoroughlytherelationshipbetweenwebsiteq uality,t r u s t , s a t i s f a c t i o n , perceivedusefulnessa n d onlinegroup- buyingr e p u r c h a s e i n t e n t i o n H e n c e , a modelf o r predicting customerr e p u r c h a s e intentioncanbep r o p o s e d inonlinegroup-buyingcontext.
This research adapts measurement scales from previous studies to assess the Vietnamese market, initially including forty-one observed variables Through exploratory and confirmatory factor analysis, several items were removed to enhance model fit, including one item from the online group-buying purchase intention scale and one from the trust scale The satisfaction and perceived usefulness scales exhibited high factor loading, leading to the removal of three observed variables from the perceived usefulness scale and retaining only one item for satisfaction measurement Among the measurement scales, only the website quality scale is multidimensional, comprising four constructs: content quality, specific content, appearance, and technical adequacy However, specific content was excluded due to low factor loading, and most appearance scale items were also removed, leaving two items that were subsequently discarded during CFA testing Ultimately, seven items were retained for measuring technical website quality, and two items were removed from the content quality scale Overall, the measurement scales in this study required significant modifications to align with the Vietnamese market data, providing valuable insights for future research on customer retention in the online group-buying context.
This study reveals that individual users' intentions to repurchase from online group-buying websites are primarily driven by trust, satisfaction, and website quality, with these three factors having an equal impact on repurchase intentions Among them, website quality exerts the strongest influence, followed by trust and satisfaction Additionally, trust indirectly affects repurchase intention through satisfaction, indicating that higher trust levels lead to increased customer satisfaction during purchases Furthermore, website quality significantly enhances both trust and satisfaction, showcasing its crucial role in influencing user behavior, although its direct impact on customer satisfaction is relatively moderate.
This study aligns with previous research on the IS continuance model, highlighting that satisfaction significantly influences repurchase intention It confirms the impact of trust on customer behavior within Vietnam's online group-buying market The relationship between trust and satisfaction varies across studies, leaving ambiguity about whether consumer satisfaction stems from trust in online shopping or if trust improves due to satisfaction In this research, trust is shown to have a strong effect on customer satisfaction in the online group-buying context and serves as a key motivator for repurchase intention Despite inconsistencies in prior studies, the role of trust in shaping customer attitudes is undeniable in this analysis.
This study confirms the relationship between website quality and various factors that have not been extensively examined in previous research Website quality is a complex and multidimensional construct, and different researchers have proposed various measurement scales to assess it In this study, four constructs of website quality were utilized to evaluate customer perceptions of online group-buying websites The findings indicate that content quality and technical adequacy significantly influence user perceptions of website quality, which in turn strongly affects customer repurchase intentions While previous studies have explored the relationship between website quality and customer behavior, they primarily focused on customer attitudes and beliefs Therefore, this study contributes to the theoretical framework of website quality in the context of online group-buying in Vietnam.
Managerialimplications
Thisresearchm a k e s i m p o r t a n t c o n t r i b u t i o n s toI S c o n t i n u a n c e research.I t a d d r e s s e s thelimitationofECTinpredictingIScontinuancebyintroducingperceiveds ervicequalityasanadditionalpredictorofIScontinuanceintention.Besidesthat,ther e s u l t s ofthisstudyoffersomeimportantimplicationsforpractitionerswhoprepareds t r a t e g i c plansandimplementtoolstoimprovetheperformanceoftheironlinegroup- b u y i n g websitesaswell:
First,t h i s studycanhelponlinegroup- buyingc o m p a n i e s tof u l l y understandthec r u c i a l factorsthatd e t e r m i n e thecus tomers’r e p u r c h a s e i n t e n t i o n b e h a v i o r , whichwillallow themtoimprovethei rmanagerial andI T strategies,andi n c r e a s e s profits.Thisresulthighlightsimportantof websitequality,satisfactionandtrustinpredictingtherepurchaseintentiontouseonline group-buyingwebsites.
To retain existing customers, group-buying websites must prioritize high-quality online experiences In today's competitive market, consumers notice minimal differences in quality or functionality among top-tier websites, making differentiation essential Key factors that enhance customer engagement include technical adequacy, which is critical for website quality Managers should ensure seamless system operations and user-friendly interfaces Addressing customer concerns about data security and perceived risks is vital; thus, implementing secure systems and payment methods is necessary Additionally, maintaining high content quality is crucial, as customers prefer websites that offer reliable and informative content Investing in content quality will not only enhance the website's overall appeal but also attract new customers in a competitive landscape.
This study reveals that trust is both a predictor and an influential factor in customer repurchase intentions, both directly and indirectly Therefore, managers of online group-buying websites should focus on enhancing customer trust and satisfaction, which serves as a mediator of trust Despite the widespread use of the internet as a marketing tool, many consumers remain skeptical about e-commerce security, particularly in Vietnam, where trust-building institutions and infrastructure are underdeveloped Consequently, prioritizing the enhancement of customer trust is essential to stimulate purchasing behavior in the Vietnamese market.
This research highlights the critical role of customer satisfaction in predicting purchase intentions for online group-buying websites Satisfied customers serve as a buffer against discontinuation, as they are likely to continue using a site regardless of its utility or design if they are unhappy with their experience In contrast, customers are more inclined to repurchase products or services when they feel satisfied Therefore, to retain existing customers, online group-buying companies must prioritize enhancing customer satisfaction with their offerings Improving performance to meet customer expectations is essential, along with fostering trust and loyalty towards these platforms.
Limitationsandfutureresearch .54 REFERENCESAPPENDICE
Thiss t u d y hasoffereds o m e v a l u a b l e insightintoonlinegroup-buyings t u d i e s However,thisstudyinvolvesanumberoflimitationsthatneedtobeacknowledged.
First,t h e e m p i r i c a l s t u d y wasc o n d u c t e d o n l y inVietNam;especially,dataarec ollectedinHoChiMinhCity.Thus,dataresultsmainlyreflectcustomerbehaviorsinVietna m.A u t h o r recommendedreplicatingthestudyindifferentn a t i o n s tog e t i n t e r n a t i o n a l sample.
Second,respondentsa n s w e r e d theseq u e s t i o n s basedonvariousgroup- onw e b s i t e s ratherthanrespondingtoq u e s t i o n s aboutaspecificw ebs it es Sotheb u s i n e s s typeofthewebsiteandthedistinctived e s i g n s thatmayaffect c u s t o m e r s ’ e x p e r i e n c e andperceptionsofonlinegroup-buying.
Third,t h e onlinegroup- buyingc u s t o m e r s mayhavedifferents h o p p i n g intention.Theycanbeinterestedindiffe rentkindofproductssotheyhavedifferentmotivationa n d perceptionwhenbuyingingrou p-buyingwebsite.
Fourth,thecurrentstudyusesm e a s u r e m e n t s c a l e s f r o m p r i o r r e s e a r c h e s T heses c a l e s wereusedinmanycountries, but notinVietN a m Theyneedtobet e s t a n d m o d i f y before usingthemtoe x a m i n e empiricalstudy.H o w e v e r , becauseofl i m i t e d t i m e , t h i s studyd i d noti m p l e m e n t qualitativeresearchtot e s t s c a l e Hence,m anyo b s e r v e d v a r i a b l e s werer e m o v e d outofresearchm o d e l , especially,p e r c e i v e d u s e f u l n e s s andsatisfactionconstructsdidnothavehighlydiscriminantvalidity.
Finally,inthisstudy,w e b s i t e quality isincorporatedtocognitive processleadin go n l i n e r e p u r c h a s e intentionb e c a u s e websiteq u a l i t y h a d beenregardedasa crucialf a c t o r whichinfluencedcustomers’behaviorinmanyp r e v i o u s studies.Howeve r,besidethis factor,therea re manyopportunitiesforfutureresearchtocontinuedevelopment ofenhancementstotheexpandedTAMandECT.
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E-service Websitedesigns,reliability,delivery,easeofuse,enjoymenta ndcontrol Loiacono,Watso n,Goodhue( 20
Webretailsite WEBQUAL:easeofunderstanding,intuitiveoperation,infor mationalfit-to- task,tailoredcommunication,trust,responsetime,visuala p p e a l , innovativeness,emotionalappeal,onlinecompleteness,r elativeadvantage,andconsistentimage
Efficiency,reliability,fulfillment,privacy,responsiveness, compensation,andcontact
Webretailsite SITEQUAL:aestheticdesign,competitivevalue, easeofuse,clarityofordering,corporate andbrandequity,se curity,pr o c e s si n g speed,productuniqueness,andproduct assurancequality
Websiteappearance,communication,accessibility,credibil ity,u n d e r st a n d i n g anda v a i l a b i l i t y
Jun&Cal(2001) Internet banking service
Websitedesign,information,easeofuse,access,courtesy,re sponsiveness,andr e l i a b i l i t y
Webretailsite Specificcontent,contentquality,appearance,andtechnicala d e q u a c y Zeithamletal.
Performance,features,structure,aesthetics,reliability,servi ceability,se cur ity andsystemintegrity,tr ust,responsive ness,servicedifferentiationandcustomization,webs t o r e police,reputation,assuranceande m p a t h y
Websitedesign,security,reliability,responsiveness,a c c e s s i b i l i t y andcustomization
E-service Interaction,security,reliability,responsiveness,informatio n,delivery,c u s t o m i z a t i o n Santos(2003) E- serviceine - c omm er c e
Easeofuse,appearance,linkage,structure,content,efficien cy,communication,security,reliability,incentiveandcust omersupport
SERVQUAL:tangibles,reliability,r e s p o n s i v e n e s s , a ssurance,ande m p a t h y
Yangetal Internet Credibility,easeofuse,security,reliability,
(2003) retailingservic e responsiveness,convenience,communication,access,co mpetence,courtesy,personalization,collaboration,aesthe tics
Competence,security,reliability,responsiveness,easeofus eandproductportfolio
E-service Websitedesign,security,reliability,customerservice
Webappearance,entertainment,information,transactionca pability,responsivenessandt r u s t
Responsiveness,reliability,credibility,competence,access,c ourtesy,communication,informationandwe b d e s i g n
SQ:Efficiency,fulfillment,availability,privacy.R e c o v e r y e-SQ:responsiveness,compensationandcontact Lee&Lin(2005) Onlineretailin gservice
Websitedesign,reliability,responsiveness,t r u s t andperso nalization
Caoetal.(2005) E-service Systemquality,i n f o r m a t i o n quality,servicequality,and attractiveness Kimetal.(2006) Onlineretailin gservice
Efficiency,fulfillment,systemavailability,privacy,responsiv eness,compensation,c o n t a c t , informationandgraphicstyl e
E-service Graphicquality,layout,attractivenessofselection,informat ion,easeofuse,technicalquality,reliability,f u n c t i o n a l benefitandemotionalbenefit Critobaletal.
Websitedesign,customerservice,assuranceandor de r ma nagement
Trust,speedofdelivery,reliability,easeofuse,customize dcommunication,websitecontentandfunctionality
Estimate S.E C.R SE SE-SE Mean Bias SE-Bias
Estimate SE SE-SE Mean Bias SE-Bias
Iamstudent ofInternationalSchoolofBusinessofUniversityofEconomicsHoC hiMinhCity.Iammakingaresearchaboutonlinegroup-buyingmodel– aformofonlineshopping–inVietnammarket.
Hopefullyyoucanspendyourprecioustimetoanswer thequestionnaire below.Th esurveywilltakeabout10minutes.Theresponsesfromthissurveywillbeusedina resea rchino n l i n e group- buyingm o d e l Allcollectedm a t e r i a l willbeu s e d c o n f i d e n t i a l l y sothat individualrespondentswillnotbetracked
……… 4/Amongwebsitesyoulistedinquestion3,whichonlinegroup-buying websitedoyouusemostregularly(websiteX)?
Yourlevelofagreementismeasuredbyaseven-pointLikertscale(from1- stronglyd i s a g r e e to7-stronglyagree)withthecorrespondingnumber:
UsingwebsiteXincreasesmyproductivityingroup-buying 1 2 3 4 5 6 7 UsingwebsiteXprovidesmewithmorediversechannelstoenhancem yeffectivenessingroup-buyingproducts