ASSIGNMENT 02 FRONT SHEET

Qualification BTEC Level 5 HND Diploma in Business

Unit number and title Unit 31: Statistics for management

Submission date 29 June 2020 Date received (1st Submission)

Re-submission date 07 July 2020 Date received (2nd Submission)

Student Name Tran Thu Huong Student ID GBD18535

Class No. GBD0703B Assessor Name THAOPUP

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 Table of Contents
I. Introduction .................................................................................................................................................... 6
1. Background and the reasons to choose the topic ......................................................................... 6
2. Objectives ..................................................................................................................................................... 6
3. Research questions ................................................................................................................................... 7
4. Methodology ................................................................................................................................................ 7
5. Scope. ............................................................................................................................................................. 7
6. Structure ....................................................................................................................................................... 7
II. Literature Overview ..................................................................................................................................... 8
1. The conception of online shopping .................................................................................................... 8
2. Theoretical Framework .......................................................................................................................... 8
2.1 Factors influencing young people to shop online ................................................................ 8
2.2 Research model ...............................................................................................................................10
III. The way of collecting database and Hypotheses .........................................................................10
1. Methodology .................................................................................................................................................10
2. Hypotheses ....................................................................................................................................................11
IV. Descriptive Statistics ..............................................................................................................................12
1. Demographic .............................................................................................................................................12
2. Disadvantages of online shopping ....................................................................................................14
3. Three online factors ...............................................................................................................................15
V. Inference Statistics .....................................................................................................................................18
1. One-Sample T Test ..................................................................................................................................18
2. Independent-Sample T Test ................................................................................................................20
3. Paired-Sample T Test .............................................................................................................................21
VI. Recommendation.....................................................................................................................................23
VII. Conclusion ..................................................................................................................................................23
Bibliography ...........................................................................................................................................................24

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 Table of Figures

Figure 1: Consumer Decision Process….. ....................................................................................................... 9

Figure 2: Factors influencing young people when shop online ..........................................................10
Figure 3: Gender of respondents ....................................................................................................................12
Figure 4: Age of respondents ...........................................................................................................................12
Figure 5: Income of respondents ....................................................................................................................13
Figure 6: Quality of products is not as expected ......................................................................................14
Figure 7: I want to be able see, feel or try the products ........................................................................14
Figure 8: I can buy the products whenever I want while shopping online ....................................15
Figure 9: Shopping online offer the cheaper price ..................................................................................16
Figure 10: Consider the quality of website before shopping online .................................................17

Table of Tables

Table 1: It’s easy to choose and make a comparison with other products ....................................15
Table 2: Free delivery charge is an advantage at shopping online ...................................................16
Table 3: Prefer to buy from a safety, ease of order and navigation website ................................17
Table 4: One-Sample T Test of Hypothesis 1 .............................................................................................18
Table 5: One-Sample T Test of Hypothesis 2 .............................................................................................18
Table 6: One-Sample T Test of Hypothesis 3 .............................................................................................19
Table 7: Independent-Sample T Test of Hypothesis 4 ...........................................................................20
Table 8: Paired-Sample T Test of Hypothesis 5 ........................................................................................21
Table 9: Paired-Sample T Test of Hypothesis 6 ........................................................................................22

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 Online Shopping Behaviour of Students in
Greenwich University

I. Introduction
1. Background and the reasons to choose the topic
In modern society, the internet plays a key role in our daily life. We can talk through the
internet with others on the other side of the Earth, can search for information, can send
emails around the clock, can play games with friends, and even can buy anything online.
According to the University of California, Los Angeles communication policy (2018), online
shopping is the third most common activity on the internet after using mail and browsing
the web. Globally more than 1.8 billion people have done online shopping and the most
common items purchased are clothing/shoes, books, reservations/airline tickets,
games/videos, and electronic products (Mohsin, 2020).
Meanwhile in Vietnam, in recent years, the number of Internet users has increased
rapidly and online shopping is gradually becoming an indispensable shopping channel for
Vietnamese. According to Kemp and Moey (2019), there are 59 million Internet users in
Vietnam and 78% of them have done online shopping. Moreover, this research also point
out that Vietnam is one of three fastest growing online markets in worldwide, with category
sales value up 38% between 2017 and 2018. Additionally, Vietnam is one of the fastest-
growing countries of the B2C e-commerce market in Southeast Asia.
These above data indicate that the number of online shoppers in Vietnam is growing and
the demand for online shopping is increasing. Therefore, understanding the online shopping
behaviour of consumers will help e-retail sales businesses to maintain existing customers
and attract potential customers. Factors influencing the purchasing online intention of
consumer are necessary to support the e-retail sales businesses to fulfill the consumer
needs. So, the topic “Online Shopping Behaviour of Students in Greenwich University” is
implemented to identify the factors that influence the purchasing online intention of
students in the campus of Greenwich University DaNang.

2. Objectives
The main objective of this assignment is to identify the factors influencing the intention
of purchasing online of students in Greenwich University. Besides the identification of
online factors, another purpose is to determine the advantages and disadvantages when

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online shopping. Thence, it is possible to provide recommendations to improve online
shopping services to meet young people’s needs.

3. Research questions
Three research questions have asked for research objects in order to identify some
factors that influence to decide to purchase online of young people.
1) What factors influence young people to shop online?
2) What are the advantages and disadvantages of shopping online?
3) How to improve online shopping services to fulfil the needs of young people?

4. Methodology
This assignment is implemented on the basis of both primary and secondary data. For
primary data, my group designed a survey with 26 questionnaires and asked Greenwich
University students to participate, of which 70% were online survey forms through Google
Form and 30% were offline. With secondary data, this assignment is based on journals,
articles, research findings, and other reports with data from reliable sources on the Internet.

5. Scope.
This survey was conducted on 100 people with two methods 30% offline and 70%
online. The survey participants are students of Greenwich University at Danang campus and
most of them are aged 18 to 24. In spite of 100 people is not an enormous number, it still
shows a clearer of online shopping behaviour among young people.

6. Structure
To achieve the study objectives, this assignment is divided into 6 parts.
The first part provides a general introduction of the assignment which covers
background, scope, methodology, structure, and research questions. This part also provides
the objective of this assignment.
The next part offers the literature overview and covers the foundations for the research
framework. In this part, the main concepts related to the topic will be analysed, and the core
factors of purchasing decision making process will also be identified.
In the third part will describe in detail the methodology of analysis by answering the
following two questions: How to deal with the dataset? and Which method you will use to
analyse? Additionally, the hypotheses will also be proposed in this part.
Fourth part, the data will be analysed and discussed by tools, charts, and graphs. Besides,
research questions will be answered after analysing the data collected through
questionnaires.

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 The fifth part is about data analysis by using inferential methods such as One sample t-
test, Independence sample t-test, Paired sample t-test.
And the final part will include the conclusion.

II. Literature Overview

1. The conception of online shopping
According to Gnanadhas (2014), online shopping is a process of finding and buying
goods and services over the internet through the use of a web browser. The main allure is
that shoppers can find and buy the items they need and then shipped to their front door
without ever needing to leave their house. Shoppers can visit online stores with just a few
clicks of the mouse by sitting in front of the computer. The online stores are usually
available 24 hours a day, thus the consumers can buy the services and products anytime
from anywhere they want. Therefore, it is very convenient for consumers to shop online.
According to Mohsin (2020), one-tenth of the world’s population is shopping online, till
March 2020, 1.8 billion people have done online shopping, and also according to the same
article Chinese platform Taobao is the largest online marketplace, with a GMV of $515.
Additionally, the article confirms that products most purchased online on the top are books
followed by Games/Videos/DVD and plane reservations with the payment method is being
used mostly is credit card.

2. Theoretical Framework
2.1 Factors influencing young people to shop online
Although there are many factors that influence young people when shopping online, but
after reading the literature on this topic, three factors are selected for analysis and these
factors are discussed based on previous literature.
Convenience
Convenience factor refers that it is easier to search or browse the information through
online than traditional shopping. Online shopping provides easy access, rich information
about suppliers and products, instant payment, and delivery to consumers’ house. Darian
(2005) mentions that online shopping bring multiple benefits such as flexible, less time-
consuming, very less physical effort, etc. Sultan and Uddin (2011) claims for convenience is
always been a prime factor for consumers when shop online. According to the study of
Webcheck (1999), convenience factor is one of the biggest advantages when shopping
online. Through online shopping, consumers can easily compare price to traditional
shopping. Therefore, price comparison is also a convenience factor when online shopping.

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 Price
According to Kotler et al. (2013), price is the amount of money charged to a product or
service that customer spend to gain the benefit of using or having the product or service.
Price is an important factor in the purchasing decision of consumers. Additionally, the price
seems to be an indispensable factor that appears more than once in the entire purchasing
decision process. Price is not only the first but also the last factor in the purchasing decision
process (Chang, 2009). Since the online stores provides shopper with a variety of products
and services, it gives shoppers many opportunities to compare price from different websites
and search products with lower price than buying from the traditional stores
(Katawetawaraks and Wang, 2011).
Website design
Marily (2015) states that website design is one of the important factors motivate
consumers for shopping online. The quality of the design or features of a website has a
direct impact on shoppers to shop online. If a website is designed with the quality features
such as easy-to-use, convenient, time-saving, and simple navigation, it can increase the
probability of revisit the website again. In short, quality and appealing website design can
be helpful for an easy and smooth online shopping process. On the other hand, a worse
quality website design can be a barrier for shoppers not to shop online.
Purchasing Decision Process

Alternative Outlet Post

Problem Information Purchase
Evaluation Selection and
Recognition Search Process
and Selection Purchase

Figure 1: Consumer Decision Process. Source: (Hawkins, Coney and Best, 2004)
According to Hawkins, Best, and Coney (2004), the consumer decision process consists
of 5 stages, starting with problem recognition, then information search, evaluation of
alternatives, purchase decision, and finally post purchase behaviour. Problem recognition
begins consumers recognize specific needs or problems will then be more likely to be
persuaded to search for information in which consumers use internal and external
information sources to analyse the given information and use it in the next stage of the
evaluation of alternatives. In this stage, consumers evaluate all brand and product options
on an attribute scale that has the ability to offer the benefit that they are seeking. After

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successfully evaluating alternatives, it will turn to purchase decisions, where consumers
have to decide the following, from whom they should buy, when to buy, and whether to buy.
Post purchase behaviour is the final stage in the consumer decision-making process when
customers assess whether they are satisfied or dissatisfied with the purchase.
2.2 Research model
The research model in Figure 2 is constructed on the basis of researches done in the field
of online shopping behaviour of young people. The diagram shown in figure 2 depicts the
three factors influencing young people when shop online. It is difficult to measure all the
factors of online shopping in one model, so this assignment only measures and analyses
three online factors that influence the online shopping behaviour of young people.

Convenience

Online
Price shopping Purchasing
behaviour of online
young people intention

Website Design

Figure 2: Factors influencing young people when shop online

III. The way of collecting database and Hypotheses

1. Methodology
First of all, a survey included 26 questions published on Google Form that attracted 70
participants. After that, an offline survey was conducted by using papers with 30
participants, so a total of 100 participants. The data collected through 2 surveys were
proposed in the Excel file, and after the process of changing variables; data was exported to
SPSS file for the analysis process of descriptive statistics and inference statistics. With SPSS,
data can be analysed in a short time, and it also provides specific charts and tables to better
understand the information. Last but not least, the processed data was taken into the
assignment and implemented in Microsoft Word file.
In general, two main methods used for analysis are descriptive analysis and inference
statistics. Descriptive analysis will be used first to give an overview of online shopping
behaviour among young people. After that, inference statistics would be used for analysis in

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terms of hypothesis testing with three methods of one sample t-test, independent sample t-
test, and paired sample t-test.
2. Hypotheses
H1: Saving time has an effect on the online purchasing behaviour of Greenwich
University students.
H2: Quality website have a greatly influence the online purchasing behaviour of
Greenwich University students.
H3: Seller attitude influences the online purchasing behaviour of Greenwich University
students.
H4: There is no difference between male and female views on price factor when they
purchase online.
H5: There is no difference between the demand on clothes and electronic products of
Greenwich University students when shopping online.
H6: There is no difference between payment in cash and E-wallets when shopping online.

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IV. Descriptive Statistics

1. Demographic
Gender

Figure 3: Gender of respondents

According to the results of demographic gender’s profile, 52.5% of respondents are

female and 46.5% of respondents are male. From these groups, the total respondents are
100. From the figures above, we can easily see that the difference is not too great between
male and female. Nevertheless, female are still 6% higher than male. This can be identified
as female are more interested to shop online than male. According to Redstage (2012),
female spend approximately 20% more time browsing shopping sites online than male.
Moreover, they also spend significantly more money in almost categories for online
purchase. While some categories such as electronics, outdoor goods, and sports are still
predominantly controlled by male, female lead most of retail categories.

Age
Figure 4: Age of respondents
As mentioned before, this
survey was conducted in the
Greenwich University students.
Therefore, the age of the
respondents only ranged from
18 to 25. The total number of
respondents is 100 and in that
the majority of the respondents

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are 20 years old with 45 people which were 45.5% of the total. The second-highest and
third-highest respondents were 19 and 21 years old. At the time of the survey, a
comparative number of participants aged 19 to 21 said that they preferred to shop online
rather than at traditional stores, and their average shopping frequency was about 5 to 6
times a month.

Income
Figure 5: Income of respondents

It is one of the sensitive and important demographic factors. The figure shows that more than
60% of the respondents earn less than 5 million VND in a month. Because all of whom are
students. So, most of them do not have formal jobs, they only have part-time jobs at mini marts,
cafes, restaurants and so on, and some students do not have the income they receive money from
their parents. That is why only 12.9% participants have a monthly income above 5 million VND.

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 2. Disadvantages of online shopping

Figure 6: Quality of products is not as expected

When asked about the disadvantages encountered when shopping online, more than
75% of the participants answered that the quality of products was not as expected. This is
also their biggest obstacle when shopping online. Because they cannot know the quality of a
product until they check it with their own hands.

Figure 7: I want to be able see, feel or try the products

There are nearly 70% of the participants agree that cannot touch and feel the product is
also a disadvantage when shopping online. They can only see the images and read the
description of the product before making a purchase decision.

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 3. Three online factors
Convenience
Figure 8: I can buy the products whenever I want while shopping online

Out of total 100 participants, 36.6% strongly agree with the statement that “I can buy the
products whenever I want while shopping online”, whereas 47.5% agree, 8.9% showed
neutral, 2% disagree and only 4% strongly disagree. So most of the participants fall in to
agree and strongly agree with this statement. When asked why to choose to shop online,
most participants responded because it is open 24 hours a day and 7 days a week.
Therefore, they can shop after-hours, when traditional stores are closed and because they
want to avoid crowds and checkout lines, especially in holiday shopping.

Table 1: It’s easy to choose and make a comparison with other products
It’s easy to choose and make a comparison with other products

Frequency Percent Valid Percent Cumulative Percent

Strongly Disagree 3 3.0 3.0 3.0

Disagree 2 2.0 2.0 5.0

Neutral 16 15.8 16.0 21.0

Valid
Agree 45 44.6 45.0 66.0

Strongly Agree 34 33.7 34.0 100.0

Total 100 99.0 100.0

Missing System 1 1.0
Total 101 100.0

One of the reasons people often shop online is that they can review and compare dozens of
products and stores at the same time. And this is also true in this case. There are 79 people, which
mean more than two-third of the participants are agree and strongly agree to this opinion. Instead

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of having to go from store to store, they just need to navigate from one to next to compare the
stores and goods of those stores.
Price

Figure 9: Shopping online offer the cheaper price

Many people assume that price plays an important role in the purchasing process and
greatly influences their decision to purchase a certain product. According to the figure, there
are 70 participants agree that online shopping offers to them cheaper prices than traditional
stores. Because most of participants in this survey are students with low incomes, so they all
prefer to buy at affordable prices. Therefore, online shopping is the best solution for them
since the price is cheaper than traditional stores and often offers discounts and voucher
codes.

Free delivery charge is an advantage at shopping online.

Frequency Percent Valid Percent Cumulative

Percent

Strongly disagree 4 4.0 4.0 4.0

Disagree 4 4.0 4.0 8.0

Neutral 11 11.0 11.0 19.0

Valid
Agree 37 37.0 37.0 56.0

Strongly agree 44 44.0 44.0 100.0

Total 100 100.0 100.0

Table 2: Free delivery charge is an advantage at shopping online

According to table 2, 79% of participants say that they prefer to purchase with a store
offers free shipping than one that does not. Basically, they never want to feel like they are
paying extra and ready to abandon the shopping cart since the unexpectedly high shipping

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charge. Therefore, e-commerce platform such as Shopee, Lazada, Tiki, Sendo are very
popular in Vietnam because of the convenience of shopping and free shipping policy (Kemp
and Moey, 2019).

Website design
Figure 10: Consider the quality of website before shopping online

Out of 100 participants, there

are 96 answered that they
regularly consider the quality of
website before making a
purchase. More specifically, the
determinants of website quality
are image quality, information
quality, service quality, and
website design (Noronha and Rao, 2017).

Table 3: Prefer to buy from a safety, ease of order and navigation

The result in table 3 shows that website

41.6% strongly and 34.7% agree. Frequency Percent Valid Percent

Strongly Disagree 5 5.0 5.0

While 15.8% of participants
Disagree 2 2.0 2.0
remain neutral and only 2%
Neutral 16 15.8 16.0
Valid
disagree. It means that most of Agree 35 34.7 35.0
online consumers prefer to online Strongly Agree 42 41.6 42.0

through safety, ease of order, and Total 100 99.0 100.0

Total 100 100.0
friendly navigate website stores.

In short, website design is an important factor influencing the buying behaviour of a

shopper. Because of website design is the first impression when a shopper log into the
system. A website designed with an appealing, attractive interface will make shoppers easily
feel satisfied and more likely to revisit the website again. (Noronha and Rao, 2017)

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V. Inference Statistics
1. One-Sample T Test
Hypothesis 1
H0: Saving time doesn’t have an effect on the online purchasing behaviour of Greenwich
University students.
H1: Saving time has an effect on the online purchasing behaviour of Greenwich
University students.
Table 4: One-Sample T Test of Hypothesis 1
One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

Online shopping is saving time. 100 4.04 1.053 .105

One-Sample Test

Test Value = 4

t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the

Difference

Lower Upper

Online shopping is saving

.380 99 .705 .040 -.17 .25
time.

From the One-Sample T Test table, it can be stated that P-value is more than the
significant level, which is 0.05 (P-value = 0.705 > 0.05). Therefore, the null hypothesis
cannot be rejected with 95% confidence interval. Additionally, the average in this table is
about 4, which means that Greenwich University students prefers to shop online because
they can save time.

Hypothesis 2
H0: Quality website doesn’t have a greatly influence the online purchasing behaviour of
Greenwich University students.
H2: Quality website have a greatly influence the online purchasing behaviour of
Greenwich University students.
Table 5: One-Sample T Test of Hypothesis 2
One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

I prefer to purchase on quality website. 100 4.06 1.003 .100

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 One-Sample Test

Test Value = 4

t df Sig. (2-tailed) Mean 95% Confidence Interval of the Difference

Difference Lower Upper

I prefer to purchase on quality

.598 99 .551 .060 -.14 .26
website.

Similar to the two tables above, the P-value is also more than the significant level of 0.05
(P-value = 0.551 > 0.05). Therefore, 95% of the Confidence Interval cannot reject the null
hypothesis. Besides, we can see that the average value in the One-Sample Statistics table is
4.06. It means that quality website have a greatly influences the online purchasing
behaviour of Greenwich University students.

Hypothesis 3
H0: Seller attitude doesn’t influence the online purchasing behaviour of Greenwich
University students.
H3: Seller attitude influences the online purchasing behaviour of Greenwich University
students.
Table 6: One-Sample T Test of Hypothesis 3
One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

Attitude of the seller affect

100 3.97 1.029 .103
my purchasing decision

One-Sample Test

Test Value = 4

t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the

Difference

Lower Upper

Attitude of the seller affect my

-.291 99 .771 -.030 -.23 .17
purchasing decision

By taking a look at the One-sample t test, P-value is demonstrated as 0.771 also mean
P-value which is higher than the significant level of 0.05 (P-value = 0.771 > 0.05). Therefore,
this result cannot reject the null hypothesis with 95% Confidence Interval. Moreover, based
on the One Sample Statistics table, we can see that the average value chooses near-equal 4.
Concluded that seller attitude influences the online purchasing behavior of Greenwich
University students.

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 2. Independent-Sample T Test
Hypothesis 4
H0: There is difference between male and female views on price factor when they
purchase online.
H4: There is no difference between male and female views on price factor when they
purchase online.

Table 7: Independent-Sample T Test of Hypothesis 4

Group Statistics

What is your gender? N Mean Std. Deviation Std. Error Mean

Shopping online offers cheaper price Male 47 4.00 .978 .143

than traditional stores. Female 53 4.02 .888 .122

Independent Samples Test

Levene's Test for t-test for Equality of Means

Equality of
Variances

F Sig. t df Sig. (2- Mean Std. 95% Confidence

tailed) Differenc Error Interval of the
e Differenc Difference
e Lower Upper

Shopping online Equal variances

1.895 .172 -.101 98 .920 -.019 .187 -.389 .351
offers cheaper price assumed
than traditional Equal variances
-.101 93.582 .920 -.019 .188 -.392 .354
stores. not assumed

By looking at the independent-sample t test table above, the sig in the Levene’s test is
0.172 it also means P-value which is more than the significant level of 0.05 (P-value = 0.172
> 0.05). Therefore, we cannot reject the null hypothesis with 95% Confidence Interval. So,
the Equal variances assumed is used. Based on Sig. (2-tailed) at Equal variance assumed, it is
displayed as 0.92 that is more than significant level (P-value = 0.92 > 0.05). As a result, we
cannot reject the null hypothesis with 95% Confidence Interval. Conclude that when
purchase online, there is no difference between male and female views on price factor.

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 3. Paired-Sample T Test
Hypothesis 5
H0: There is difference between the demand on clothes and electronic products of
Greenwich University students when shopping online.
H5: There is no difference between the demand on clothes and electronic products of
Greenwich University students when shopping online.

Table 8: Paired-Sample T Test of Hypothesis 5

Paired Samples Statistics

Mean N Std. Deviation Std. Error Mean

I usually purchase clothing

3.65 100 1.226 .123
online
Pair 1
I usually purchase foods
3.34 100 1.297 .130
online

Paired Samples Correlations

N Correlation Sig.

I usually purchase clothing

Pair 1 online & I usually purchase 100 .495 .000
foods online

Paired Samples Test

Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval of the tailed)

Deviation Mean Difference

Lower Upper

I usually purchase
Par clothing online - I
.310 1.269 .127 .058 .562 2.443 99 .066
1 usually purchase foods
online

According to Paired-sample t test tables, we can see the average difference of the 2 paired
variables is 0.31 (3.65-3.34 = 0.31). Therefore, we have an average between the two variables. It
means that Greenwich University students agree that they usually purchase clothes than food
(3.65 > 3.34). From the Paired Samples Test, we can see the P-value more than the significant
level (P-value = 0.066 > 0.05). Therefore, we cannot reject the null hypothesis with 95%
Confidence Interval. Through the Paired Sample Correlation table, we get P-value less than the
significant level of 0.05 (0.000 < 0.05). We can conclude that there is a correlation between two
variables and they are positively correlated with each other (r = 0.495). Based on the results, the

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 null hypothesis is correct. That means most of Greenwich University students agree that they
usually purchase clothes and food online with the significant level of 5%.

Hypothesis 6
H0: There is difference between payment in cash and E-wallets when shopping online.
H6: There is no difference between payment in cash and E-wallets when shopping online.
Table 9: Paired-Sample T Test of Hypothesis 6
Paired Samples Statistics

Mean N Std. Deviation Std. Error Mean

Pay by cash on delivery 3.99 100 1.087 .109

Pair 1
Pay by E-wallets 3.78 100 1.142 .114

Paired Samples Correlations

N Correlation Sig.

Pay by cash on delivery & Pay

Pair 1 100 .356 .000
by E-wallets

Paired Samples Test

Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval of the tailed)

Deviation Mean Difference

Lower Upper

Pay by cash on
Pair 1 delivery - Pay .210 1.266 .127 -.041 .461 1.659 99 .100
by E-wallets

The Paired Sample Statistics table indicates that the difference between the average
value between the two variables is 0.21 (3.99 - 3.78 = 0.21). Inferred that the average
difference between the two variables. It means that Greenwich University students agree
that they prefer to pay by COD than pay by E-wallets when purchase online. According to
Paired Sample Test table, we can get P-value (0.100) more than significant level (0.05). As a
result, the null hypothesis is rejected with 95% Confidence Interval. Nevertheless, based on
the Paired Sample Correlation table, we get P-value less than the significant level of 0.05 (P-
value = 0.000 < 0.05). It means that the correlation of two variables is related to each other
and positive correlation (r = 0.356). Based on the result, the null hypothesis is correct. That
means most of Greenwich University students agree that they prefer to pay by COD and E-
wallets when purchase online with the significant level of 5%.

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VI. Recommendation
Besides the great advantages such as saving time, home delivery, cheaper price, etc.,
online shopping also has many disadvantages. According to the previous analysis, there are
two biggest disadvantages that online shoppers often encounter, namely product is not as
expected and do not touch the product.
To solve with two disadvantages, sellers can provide compelling product descriptions
that highlight the features of the products and attract the imagination of the shoppers.
Besides, the seller also should describe how the product feels, how it helps them solve
problems.

VII. Conclusion
Today, online shopping is becoming more and more popular day by day. So,
understanding customer needs has become a challenge for e-retailer. Therefore, this
assignment investigated external online factors that influence young people's online
shopping behavior, specifically convenience, price, and website design. This assignment also
focused on demographic information that influences young people's behavior on online
shopping such as gender, age, and income. The finding of this study provides a clear picture
for e-retailers to help them understand specific factors affecting online shopping behavior of
young people so that they can build up a strategy to carter young people online shopping in
Danang and in Vietnam.

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Bibliography

1. Chang, C., 2009. Does Price Matter? How Price Influences Online Consumer Decision-
Making. Japanese Journal of Administrative Science, 22(3), p.245.

2. Darian, J.C, 2005. In-Home Shopping: Are There Consumer Segments? Journal of Retailing,

3. Gnanadhas, E., 2014. Online Shopping – An Overview.

4. Hawkins, D., Coney, K. and Best, R., 2004. Consumer Behavior. Boston: McGraw-Hill/Irwin.

5. Katawetawaraks, C. and Wang, C., 2011. Online Shopper Behavior: Influences of Online
Shopping Decision. Asian Journal of Business Research, 1(2), p.69.

6. Kemp, S. and Moey, S., 2019. Digital 2019 Spotlight: Ecommerce In Vietnam. [online]
DataReportal. Available at: <https://datareportal.com/reports/digital-2019-ecommerce-in-
vietnam> [Accessed 11 June 2020].

7. Kotler, P., Armstrong, G., Deans, K., Burton, S. and Brown, L., 2013. Marketing. 9th ed. Aquatic
Dr, p.354.

8. Marily, P., 2015. How Web Design Characteristics Affect Consumer Online
Behaviour. International Hellenic University MSc in Strategic Product Design,.

9. Mohan, A., 2014. Consumer Behaviour Towards Smartphone Industry in India Market. Dublin
Business School, pp.18-20.

10. Mohsin, M., 2020. 10 Online Shopping Statistics You Need To Know In 2020 [Infographic].
[online] Oberlo. Available at: <https://www.oberlo.com/blog/online-shopping-statistics>
[Accessed 6 June 2020].

11. Noronha, A. and Rao, P., 2017. Effect of Website Quality on Customer Satisfaction and
Purchase Intention in Online Travel Ticket Booking Websites. 07(05), p.169.

12. Redstage, T., 2012. Online Buying Behavior: The Difference Between Men & Women. [online]
Redstage Worldwide | Magento Development | Magento Support | Shopify Plus |
BigCommerce. Available at: <https://bit.ly/37l3jdA> [Accessed 10 June 2020].

13. Webcheck, 1999. Marketing and selling to the South African web user. [online] Available at:
<http://www.webckeck.co.za/>.

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 Online shopping behavior of students in Greenwich University

Hello everybody! My name is Thanh Na and my friend is Thu Huong. We are

sophomores at Greenwich University. We are currently doing a survey on the online
shopping behavior of students at Greenwich university to provide information for our
assignment. All information in this research is only used to support our report, it will
definitely not used for any purposes. Thank you for your support to help us with more
information to complete my assignment.

Name: .......................................................................................
Gender: ....................................................................................
Age: ...........................................................................................
-----------------------------------------------------------------------------------------------------------

Section A: Please choose the most appropriate answer

1. Please provide your monthly income or money provided by parents?

 500.000 - 1.000.000

 1.000.000 - 3.000.000

 3.000.000 - 5.000.000

 5.000.000 - 7.000.000

2. Have you ever bought products online?

 Yes

 No

3. How often do you buy products online?

 >10 times a month

 7 - 8 times a month

 5 - 6 times a month

 3 - 5 times a month

 1 - 2 times a month

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4. You always consider the overall quality of the website before ordering online?

 Strongly Agree

 Agree

 Neutral

 Disagree

 Strongly Disagree

5. Which goods/services do you usually purchase online?

Strongly Disagree Neutral Agree Strongly

disagree agree

Clothes, Shoes
and Cosmetics

Food

Technology and
electronics

Books, stationery,
flowers, gifts

Hotel / tour
reservations

6. What factors are you interested in purchase online?

 The reputation of the seller / website

 Price

 Brand of product / service

 How to order, payment and delivery of goods

 Website design

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 7. How do you purchase online?

Strongly Disagree Neutral Agree Strongly

disagree agree

Website selling goods / services

(Example: trananh.vn; thegioididong.com; nguyenkim.com ...)

Electronic trading platform

(Example: hangtot.vn; vatgia.com, chotot.vn ...)

Website for group purchasing

(Example: muachung.vn; nhommua.com ...)

Social networking forums

(e.g Facebook, Instagram ...)

Direct purchase applications installed on Mobile (e.g Shopee,

Lazada,.. )

8. How do you pay for products / services ordered online?

Strongly Disagree Neutral Agree Strongly

disagree agree

I prefer to pay by cash

on delivery

I prefer to pay by
payment card

I prefer to pay by E-
wallets (Momo, Airpay,
PayPal ...)

I prefer to pay by Bank

transfer

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 9. In your opinion, what are the obstacles when shopping online in Vietnam?

Strongly Disagree Neutral Agree Strongly

disagree agree

Purchase online contain more

risks, than purchase in retail
stores

Belief in product quality is not

as expected and image

I want to be able to see, feel or

try the products

I do not feel comfortable

sharing my financial details on

Delivery time lasts longer when

I purchase products at a retail
store

Difficulty in contacting
information with an online
store when the product does
not meet expectations

Section B: Factors affecting the intention of purchasing online

Assessment Scale: 1 = Strongly disagree; 2 = Disagree; 3 = Neutral; 4 = Agree; 5 = Strongly

agree

Categories 1 2 3 4 5

A. Convenience

10. Online shopping is saving time.

11. It’s easy to choose and make a comparison with other products
when shopping online.

12. Online shopping offers greater discounts and rewards.

13. I can buy the products whenever I want while shopping online.

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B. Price

14. I often make a purchase during discount periods.

15. Free delivery charge is an advantage at shopping online.

16. Shopping online offers to customers the cheaper price than

traditional stores.

C. Website Design/Features

17. The website design helps me in searching for the products

easily.

18. I prefer to purchase on website that provides me with quality

information.

19. When I shopping online, I prefer to buy from a website that

provides safety, ease of order and navigation.

D. Purchase Decisions

20. Attitude of the seller affect my purchasing decision when I

shop online.

21. The delivery methods and period affect my purchasing

decision when I shop online.

22. Good after sale services (e.g exchange or refund) affect my

willingness to repeat purchasing behaviour.

23. The quality of the products affects my repeat purchasing

behaviour.

*******

Thank you!!!!

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