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UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Tu Van Anh ANTECEDENTS OF CUSTOMER REPURCHASE INTENTION - A STUDY OF ONLINE GROUP-BUYING IN VIETNAM MASTER OF BUSINESS (Honours) Ho Chi Minh City – Year 2013 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Tu Van Anh ANTECEDENTS OF CUSTOMER REPURCHASE INTENTION - A STUDY OF ONLINE GROUP-BUYING IN VIETNAM ID: 60340102 MASTER OF BUSINESS (Honours) SUPERVISOR: Prof. LE NGUYEN HAU Ho Chi Minh City – Year 2013 ACKNOWLEDGEMENT This thesis could not be finish without the help and support of many people who are gratefully acknowledged here. At the very first, I would like to express my deepest gratitude to my supervisor, Prof. Le Nguyen Hau. With his guidance, I could have worked out this thesis. He had offered me valuable suggestions and criticisms with his profound knowledge in rich research experience. I am grateful to express my sincere to Prof. Nguyen Dinh Tho. I have learned from him a lot not only about research design, but also data analysis technique. I am also extremely to give thankful to UEH – International School of business (ISB) supported me in all process. I would like to extent my sincere thanks to all my classmate and friends. Their kindness and supports have contributed very much in my working process. Most important, I would like to express my most sincere thanks to my father, my mother and my brother for their continuous encouragement and support Declaration I hereby declare that this thesis, to the best of my knowledge and belief, is my own work and effort and that is has not been submitted, either in part or whole, anywhere for any award. Information and ideas taken from other sources as cited as such. This work has not been published. Signature: Tu Van Anh Date: 18/02/2013 TABLE OF CONTENTS ABSTRACT CHAPTER 1. INTRODUCTION 2 1.1 Research interest 2 1.2 Motivation of the study 4 1.3 Research objectives 6 1.4 Methodology and scope of research 6 1.5 Research structure 7 CHAPTER 2. THEORETICAL BACKGROUND 8 2.1 Introduction 8 2.2 Theoretical background 8 2.2.1 Online group-buying model 8 2.2.2 IS repurchasing behavior model 9 2.2.2.1 Online customer retention 10 2.2.2.2 Online group-buying repurchase model 13 2.2.3 Website quality 14 2.3 Research model 16 2.3.1 Perceived Usefulness 19 2.3.2 Customer satisfaction 20 2.3.3 Customer trust 20 2.3.4 Hypotheses related to website quality 21 2.4 Conclusion 23 CHAPTER 3. RESEARCH METHOD 24 3.1 Introduction 24 3.2 Research design 24 3.3 Instrument construction 26 3.4 Pilot test results 29 3.4.1 Cronbach Alpha 29 3.4.2 EFA for website quality scales 31 3.5 Conclusion 32 CHAPTER 4. ANALYSIS AND RESULTS 33 4.1 Introduction 33 4.2 Respondents demographic 33 4.3 Scale validation 34 4.3.1 Preliminary results 34 4.3.2 Confirmatory factor analysis (CFA) 38 4.3.2.1 CFA results 38 4.3.2.2 Saturated model 43 4.4 Modified research model 45 4.5 Model fitness 46 4.6 Bootstrap 47 4.7 Hypotheses testing 48 4.8 Conclusion 49 CHAPTER 5. CONCLUSIONS AND LIMITATIONS 50 5.1 Introduction 50 5.2 Discussion and conclusion 50 5.3 Managerial implications 52 5.4 Limitations and future research 54 REFERENCES APPENDICES LIST OF FIGURE Figure 2.1 A post-acceptance model of IS continuance 11 Figure 2.2 Research model 19 Figure 3.1 Research process 25 Figure 4.1 CFA model of online group-buying repurchase intention scale 39 Figure 4.2 CFA model of trust scale 40 Figure 4.3 CFA model of satisfaction scale 40 Figure 4.4 CFA model of website quality scale 41 Figure 4.5 Saturated model of main survey 44 Figure 4.6 Modified research model 46 Figure 4.7 SEM result of research model (Standardized) 46 LIST OF TABLE Table 2.1 Some integrated models of customer retention 12 Table 3.1 Sources of questionnaire items 28 Table 3.2 Cronbach alpha result of pilot test 30 Table 3.3 EFA result of pilot test 32 Table 4.1 Respondents demographic 34 Table 4.2 Cronbach alpha result 35 Table 4.3 EFA result of main study 37 Table 4.4 Confirmatory factor analysis of measurement model 42 Table 4.5 Relationship between constructs of research 45 Table 4.6 Relationship between constructs in research model (standardized) 47 Table 4.7 Bootstrap estimate result with N = 1000 47 Table 4.8 Result of hypotheses testing 48 LIST OF ABBREVIATION AVE Average Variance Extracted CFA Confirmatory Factor Analysis CR Composite Reliability ECM Expectation-Confirmation Model ECT Expectation-Confirmation Theory EFA Exploratory Factor Analysis E-commerce Electronic commerce E-SQ Electronic commerce – Service quality IS Information System ML Maximum Likelihood OGB Online group-buying SEM Structural Equation Model SPSS Statistical software package TAM Technology Acceptance Model TPB Theory of Planned Behavior TRA Theory of Reasoned Action 1 ABSTRACT Online group-buying has emerged as a new e-commerce model and received attention in both academics and practice. Prior researches focused on investigating online group-buying mainly from the marketing perspective, such as the transaction process, price mechanism, and benefits (Li & Liu, 2012). Few of studies have investigated the relation between consumer’s acceptance and their purchasing behavior. Hence, this study focuses in measuring relationship between cognitive factors – trust, satisfaction and perceived usefulness – and online group-buying repurchase intention. Simultaneous, this study also integrates website quality - a direct and indirect variable – to measure its impact on customer repurchase behavior. To examine research model, information and data is accessed by using questionnaire for respondents more than 18 years old and have ever purchased on online group-buying websites. Sample size of this quantitative research is 365 respondents. Confirmatory factor analysis (CFA) is used to test measurement scale and the structural equation modeling (SEM) is used as the main method for analyzing research model and hypotheses. Results in this study show that individual user’ intention to repurchase in online group-buying websites is motivated by trust, satisfaction and website quality. Among three impact factors, website quality has the strongest direct influence, followed by trust and satisfaction. Besides direct influence, website quality also has indirect impact on customer repurchase intention through both of trust and satisfaction. Trust also has strong impact on customer satisfaction, thus, affect indirectly to customer retention. With these results, research framework can be seen fitted with data market. Study results also suggest that in order to increase customer retention should not only consider about their strategies of increasing trust and satisfaction, they should also take consideration of increasing website quality, especially in content quality and technical adequacy. [...]... customers’ repurchase intention in online group- buying context To examine impact of cognitive factors (trust, satisfaction and perceived usefulness) on online group- buying repurchase intention This study is necessary for development of group- buying market in Vietnam It also demonstrates that website quality is a noteworthy factor affect repurchase intention of customers in using online group- buying 1.4... advanced in order to understand what motivates individuals to repurchase in online group- buying websites Thus, based on literature covering the concept of IS continuance model and circumstance of online group- buying market in Vietnam, this paper aims: To propose a model predicting customers’ repurchase intention in online group- buying context in Vietnam To investigate impact of website quality on customers’... was one of context of customer retention In many prior researches, online repurchase intention and IS continuance intention were used exchangeable In this study, repurchase intention was used instead of continuance intention because these concepts were still different (Wen et al., 2011) although in online environment, both continuance intention and repurchase intention are influenced by the initial... use/purchase experience and sometimes used as the same Continuance intention emphasizes the continued usage of e-commercial websites to shop instead of the use of physical stores while online repurchase intention is a construct combining information system theory and marketing theory (Wen et al., 2011) In online group- buying model, customer purchased products or service through online group- buying websites,... retention is often seen as a means to gaining competitive advantage Researchers have studied online customer retention in different contexts, such as online repurchase intention , “continue to shop online , customer intention to return”, “web site stickiness”, and “continued information systems/IT intention (Wen et al., 2011) 2.2.2.1 Online customer retention: Online customer retention in recent years,... positively associated with online- group- buying repurchase intention 23 2.4 Conclusion: This chapter presented theoretical background of IS repurchase models and website quality concepts and instruments Base on discussion of literature review, online group- buying had emerged a new e-commerce model Customer retention of online group- buying context was an interesting topic and necessary for development of this... There are mainly two different types of online group- buying systems (Fei et al., as cited in Erdogmus & Cicek, 2011) First type of this system is structured based on a dynamic pricing mechanism In this first type, masses of consumers are aggregated, and perform collective buying to enjoy price discounts online In the second type of the online group- buying, the group- buying company offers a certain product... role on driving repeat purchase intention Following hypothesis is proposed: Hypothesis 3a: Customer trust is positively associated with online group- buying repurchase intention Beside directly impact on customer repurchase intention, users’ trust also influences customer behavior through satisfaction In some previous researches, trust’s impact has not high significance on customer repurchase intention. .. many online groupbuying providers are struggling to find strategies to exist in this difficult period Retaining their existing customers becomes a strategic way to ensure the company's success and overall sustainability Exploring and analyzing which factors influence customer retention have significant meaning to online providers Research on continuance intention in both online shopping and online groupbuying... usefulness in this study represents as IS user beliefs and is a salient determinant of behavioral intention regarding IS use in TAM Thirdly, trust was added to the model due its role in influencing both satisfaction and online repurchases intention Trust in sellers is a vital key to maintaining 18 continuity in the buyer relationship An individual level of trust may increase gradually based on positive