DSpace at VNU: Trust and commitment in online shopping in Vietnam, antecedents and consequences

Trust and commitment in online shopping in
Vietnam, antecedents and consequences
Nguyễn Thành Trung Hiếu
Khoa Quản trị Kinh doanh
Luận văn Thạc sĩ ngành: Quản trị kinh doanh; Mã số: 60 34 05
Người hướng dẫn: Dr. Trần Doãn Kim
Năm bảo vệ: 2011

Keywords. Quản trị kinh doanh; Thương mại điện tử; Mua sắm
Content
TABLE OF CONTENTS

ACKNOWLEGEMENT ......................................................................................................... i
ABSTRACT ........................................................................................................................... ii
TÓM TẮT ............................................................................................................................. iv
TABLE OF CONTENTS ...................................................................................................... vi
LIST OF TABLES .............................................................................................................. viii
LIST OF FIGURES .............................................................................................................. ix
CHAPTER 1 INTRODUCTION ........................................................................................... 1

1.1. BACKGROUND ....................................................................................................... 1
1.2. PURPOSES AND RESEARCH QUESTIONS ........................................................ 2
1.3. METHODOLOGY .................................................................................................... 2
1.4. DEFINITIONS .......................................................................................................... 3
CHAPTER 2: LITERATURE REVIEW ............................................................................... 5

2.1 CUSTOMER RELATIONSHIP MANAGEMENT.................................................. 5
2.1.1 Trust ..................................................................................................................... 7
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2.1.2. Commitment ....................................................................................................... 11

2.1.3 Loyalty ............................................................................................................... 16
2.1.4 Retention ............................................................................................................ 17
2.1.5 The relationship among commitment, trust, loyalty and retention.. 17
2.2 METHOD OF STATISCAL ANALYSIS ............................................................. 24
2.2.1 Correlation analysis............................................................................................ 24
2.2.2Multiple Regression ............................................................................................... 24
CHAPTER 3: METHODOLOGY ....................................................................................... 30
3.1 RESEARCH STRATEGY ...................................................................................... 30

3.2 DATA COLLECTION METHOD.......................................................................... 32
3.2.1 Sample size ......................................................................................................... 32
3.2.2 Questionnaire design .......................................................................................... 33
3.2.3 Data collection .................................................................................................... 36
3.3 DATA ANALYSIS ..................................................................................................... 37

3.3.1 Measurement of variables ................................................................................... 37
3.3.2 Independent variables ......................................................................................... 37
3.3.3 Dependent Variables ........................................................................................... 38
3.3.4 Methods of data analysis .................................................................................... 39
CHAPTER 4: FINDINGS AND CONCLUSION ................................................................ 40

4.1 DESCRIPTIVE STATISTICS ................................................................................... 40
4.2 CORRELATIONS ..................................................................................................... 41
4.3 HYPOTHESIS TESTING ......................................................................................... 42
4.3.1 The determinants of Trust ................................................................................... 43
4.3.2 The determinants of Commitment ...................................................................... 45
4.3.3 The determinants of Customer Loyalty .............................................................. 48
4.3.4 The determinants of Customer Retention ........................................................... 54

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS .......................................... 62

5.1 DISCUSSION ............................................................................................................ 62
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5.2 IMPLICATIONS ....................................................................................................... 65
5.3 RECOMMEDATIONS .............................................................................................. 67
5.3.1 Further research .................................................................................................. 67
5.3.2 For e-commerce in Vietnam ............................................................................... 68
REFERENCES .....................................................................................................................89

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