Personal cultulral orientations on the intention of online purchase books empirical evidence from vietnam
➤ Gửi thông báo lỗi ⚠️ Báo cáo tài liệu vi phạmNội dung chi tiết: Personal cultulral orientations on the intention of online purchase books empirical evidence from vietnam
Personal cultulral orientations on the intention of online purchase books empirical evidence from vietnam
1UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of BusinessUEHIntufrMtionnl School Bumtmii*HUYNH NHAT TRUONGPERSONAL CULTULRAL ORIENTAT Personal cultulral orientations on the intention of online purchase books empirical evidence from vietnam TIONS ON THE INTENTION OF ONLINE PURCHASE BOOKS: EMPIRICAL EVIDENCE FROM VIETNAMMASTER OF BUSINESS ADMINISTRATIONHo Chi Minh City - Year 2019UNIVERSITY OF ECONOMICS HO CHI MInternational School of BusinesUEH0» ICONtMlCSHUYNH NHAT TRUONGPERSONAL CULTULRAL ORIENTATIONS ON THE INTENTION OF ONLINE PUFMA Personal cultulral orientations on the intention of online purchase books empirical evidence from vietnam STER OF BUSINESS ADMINISTRSUPERVISOR: Prof. Pham Ngoe 1Ho Chi Minh City - Year 2019IntroductionI he e-commerce becomes one of the most popoular shopinPersonal cultulral orientations on the intention of online purchase books empirical evidence from vietnam
g method in the world in the recents year. (Wu &I.ĨU, 2011). Il was showed in the the results of rate of e-commerce consumslion and the revenue from t1UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of BusinessUEHIntufrMtionnl School Bumtmii*HUYNH NHAT TRUONGPERSONAL CULTULRAL ORIENTAT Personal cultulral orientations on the intention of online purchase books empirical evidence from vietnam es in the areas and in the world. Vieniam had the rank 15 in comparison with 198 countlies about the internet user in 2014. According to Do (2013) Vietnam had the most online user in SEA (Southeast Asia). From 2010, Vietnam is considered as the country with the emerging global economy with the poten Personal cultulral orientations on the intention of online purchase books empirical evidence from vietnam tial doing the online business. However, the factors that affect the online consumer behaviors are very different among countries. The Vietnamese peopPersonal cultulral orientations on the intention of online purchase books empirical evidence from vietnam
le value the local context and unique characteristics of Vietnam culture, however the online shop retailers just copied all the concept from the Weste1UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of BusinessUEHIntufrMtionnl School Bumtmii*HUYNH NHAT TRUONGPERSONAL CULTULRAL ORIENTAT Personal cultulral orientations on the intention of online purchase books empirical evidence from vietnam ine shopping base on the information search easily and for the entertainment. The sensitivity of the consumer toward the culture assists in personalization of content, which leads to the increase in loyalty of the customers and sales volume (Singh. 2006: Tixier. 2005). Because of the intensify of th Personal cultulral orientations on the intention of online purchase books empirical evidence from vietnam e competion in the online shopping, it is considered a key factor for online retailers to determine the antecedents of online shopping acceptance fromPersonal cultulral orientations on the intention of online purchase books empirical evidence from vietnam
consumers.The previous researchs about online shopping determined the factors which affect the online shopping and the motivational, value and prehis1UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of BusinessUEHIntufrMtionnl School Bumtmii*HUYNH NHAT TRUONGPERSONAL CULTULRAL ORIENTAT Personal cultulral orientations on the intention of online purchase books empirical evidence from vietnam y of Planned Behavior (TPB). Which is developed by Ajen (1991) base on the Theory of Reasoned Action-TRA (Fishbein & Ajen. 1975). The behavior awareness reflects the difficulty when making decision, it depends on the resources and chances to make the decision (Ajen, 1991). In the literature reviews, Personal cultulral orientations on the intention of online purchase books empirical evidence from vietnam there has been a lot research conducted about how the cultural orientation affect the online shopping. In the purpose of comprehending the values ofPersonal cultulral orientations on the intention of online purchase books empirical evidence from vietnam
cultural, many researchers used many kind of the cultural frameworks, namely Hofstede (1980), Hall (1977, 1984) or Schwartz (1999) for the online shop1UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of BusinessUEHIntufrMtionnl School Bumtmii*HUYNH NHAT TRUONGPERSONAL CULTULRAL ORIENTAT Personal cultulral orientations on the intention of online purchase books empirical evidence from vietnam ks of the affect of culture, type of product and price influces on the purchase intenion of consumers to the buy personalised product online. In the culture dimensions, the authors define the dimensions of cultural as “individualism, uncertainty avoindance, power distance, and masculinity.” In 2010, Personal cultulral orientations on the intention of online purchase books empirical evidence from vietnam Sharma developed the Hosfstede's model the uncertainty avoidance factor by two different separate dimension as “risk aversion” and "ambiguity intolerPersonal cultulral orientations on the intention of online purchase books empirical evidence from vietnam
ance.” Sharma (2010) argues the many mixed findings of previous studies about the different individually in the degree of the “perceived risk” and the1UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of BusinessUEHIntufrMtionnl School Bumtmii*HUYNH NHAT TRUONGPERSONAL CULTULRAL ORIENTAT Personal cultulral orientations on the intention of online purchase books empirical evidence from vietnam ntext about Hofstede’sby extending the multi-dimensional conceptualization of nation-level culture as the twelve “personal cultural orientations (PCO)" at individual level. In the same research of Sharma (2010), the author also developed his scale model on the behavior intention as the given product Personal cultulral orientations on the intention of online purchase books empirical evidence from vietnam of imported cars. And athur also asked for more implications in different area base on his research. This thesis is the empirical on another productsPersonal cultulral orientations on the intention of online purchase books empirical evidence from vietnam
such as book and in the market of Vietnam is a different market in comparison with the the sample of Chinese market in Sharma (2010) research. The bo1UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of BusinessUEHIntufrMtionnl School Bumtmii*HUYNH NHAT TRUONGPERSONAL CULTULRAL ORIENTAT Personal cultulral orientations on the intention of online purchase books empirical evidence from vietnam al for the activities of e-commerce with the high population. The aim of this study is finding how the PCO factors affects the intention of purchase books online in Vietnam. With such that knowledge about essential to customer relationship management, this will lead to an effective way for manager t Personal cultulral orientations on the intention of online purchase books empirical evidence from vietnam o use as business strategy to get more successfully achieve in the online book market.Literature reviewCulture and Intention to purchaseThe online purPersonal cultulral orientations on the intention of online purchase books empirical evidence from vietnam
chases behavour is a broad area for research, however, only fews research have been conducted about the cultural influences on the online purchases sp1UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of BusinessUEHIntufrMtionnl School Bumtmii*HUYNH NHAT TRUONGPERSONAL CULTULRAL ORIENTAT Personal cultulral orientations on the intention of online purchase books empirical evidence from vietnam behaviour of particular purchasing through the internet (Salisbury, Pearson. Pearson and Miller, 2001). Online purchase intention is defined as the customers’s desire to reach the final purchaseon the online shop retailer (El-Ansary and Roushdy, 2013). The purpose of this study is to explore the pe Personal cultulral orientations on the intention of online purchase books empirical evidence from vietnam rsonal cultural orientation on the online shopping in the context of Vietnamese market. In this thesis, four items adopted form Zarrad and Debabi (201Personal cultulral orientations on the intention of online purchase books empirical evidence from vietnam
2) to measure online purchase intention. Spears and Singh (2004) cited that purchase intentions are the effort to purchase the specific brand by the i1UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of BusinessUEHIntufrMtionnl School Bumtmii*HUYNH NHAT TRUONGPERSONAL CULTULRAL ORIENTAT Personal cultulral orientations on the intention of online purchase books empirical evidence from vietnam ver the Internet (Milong, 2010). Online shopping can produce the convenience for customers to purchase good or services, save time and effort which can meet the customers demand of comfortable in purchasing (Wenjie, 2010).According to Hofstede (1991). the culture is defined as “assemble mind program Personal cultulral orientations on the intention of online purchase books empirical evidence from vietnam ming which can determine the group members or category". The key culture values are something that we studied from the childhood (Hofstede, 1980) andPersonal cultulral orientations on the intention of online purchase books empirical evidence from vietnam
then Ajiferuke and Boddewyn (1970) developed that from this generation to another generation. Culture is the gathering of a purpose share of members f1UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of BusinessUEHIntufrMtionnl School Bumtmii*HUYNH NHAT TRUONGPERSONAL CULTULRAL ORIENTAT Personal cultulral orientations on the intention of online purchase books empirical evidence from vietnam d other needed construct to clarify and cruise various spheres (Hong. 2000).According to Allen (2002), culture is the beliefs complexity on societies, their roles, the behaviour, the values, the traditions, and the customs of people. Culture is an conspicuously crucial concept to comprehend the beha Personal cultulral orientations on the intention of online purchase books empirical evidence from vietnam viour of consumers toward a given products or services. The knowledge of cultural constructs the basic for an social1UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of BusinessUEHIntufrMtionnl School Bumtmii*HUYNH NHAT TRUONGPERSONAL CULTULRAL ORIENTAT1UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of BusinessUEHIntufrMtionnl School Bumtmii*HUYNH NHAT TRUONGPERSONAL CULTULRAL ORIENTATGọi ngay
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