Các thuộc tính quan trọng để thu hút người tiêu dùng trực tuyến tại Việt Nam

.+2$+&9j&1*1*+…ô1*ô Taïp chí .LQKQJKLÇP7KâFWLÆQ 68 SỐ 4 (2018) Website Preference Consumers generally do not possess perfect information prior to purchase (Biswas and Biswas, 2004) and thus can only indirectly assess the quali- ty of products offered on e-commerce sites via the latter’s web interface (Jiang and Benbasat, 2004). Conceivably, consumers’ purchase intentions are driven by the extent to which their positive feelings about e-commerce sites are induced by trustworthy signals that are costly to manipulate (Walther and Parks, 2002). Park and Kim (2003; 17) stated that consumers' trust to a provider or supplier results with becoming committed to the company. Trust issue is exceeding with a few successful transactions, after individuals start feel safe and believe that this supplier answers their needs and wants. On the other hand, provided information is another issue in terms of online shopping for Park and Kim (2003;17). Since online shopping is an activity which related to a comput- er-system, individuals cannot touch or feel prod- ucts. Therefore, their decisions based on the infor- mation that provided by online retailer. Information issue not only important in terms of availability situation, it is also important in convenience and personalization concept. Web site design, access to information, access time to information also influ- ence on behaviors of consumers. There is a positive relationship between consumers’ familiarity with an e-commerce site and their trust in this site (Kim et al., 2008). As during the final product decision stage, price remains as the most common consideration when consumers are deciding where to buy (Figure 2.8), particularly in certain categories such as electron- ics. Having a website that consumers like and/or trust is also important, especially in Asia, where consumers said buying from a preferred website was more important than price (KPMG, 2017). According to many authors, an effective website design is critical to the success of electronic com- merce, and the functionality, usability, ease-of-nav- igation and interfaces of the websites themselves are vital building blocks for sustainable success (Constantinides, 2004; Yen et al., 2007; Lim et al., 2009, Colla and Lapoule, 2011) Best Delivery Options/ Price Price and Delivery options are one of the most important factors to drive consumers online (KPMG, 2017). Young generation are no longer satisfied to place orders via mobile phones, they also hope to receive goods more quickly. Instant gratification has become a feature of this generation of users. Some research show that 63 percent of post-80s and 90s are very interested in same-day delivery, even half of them are willing to pay premiums for it. Therefore, enterprises can provide instant servic- es such as same-day delivery, online purchase and offline pickup, etc., to keep pace with the consump- tion habits of the young generation and improve user experience. Finally, in terms of aftersales service, enterprises can simplify procedures and optimize service experience through a series of aftersales services provided directly on APP including goods exchanging and purchase feed- backs (Deloitte, 2017). Last mile delivery is one of the paint paints of online shopping in China (Fung Business Intelli- gence, 2017) Rich Assortment Merchandising includes product-related charac- teristics such as assortment, variety, and product information (Jarvenpaa and Todd, 1997). Rich product assortment can increase the probability that consumer-needs will be met and satisfied. The online shopping environment enables consumers to reduce their decision-making efforts by providing vast selection, information screening, reliability, and product comparison (Alba et al, 1997). The research conducted by Q&Me shown that Product variety is one of the reasons to shop online for Viet- namese (Q&Me, 2017). KEY ATTRIBUTES TO WIN ONLINE CONSUMERS IN VIETNAM CÁC THUỘC TÍNH QUAN TRỌNG ĐỂ THU HÚT NGƯỜI TIÊU DÙNG TRỰC TUYẾN TẠI VIỆT NAM Tóm tắt Mục đích của bài viết này là xem xét các thuộc tính quan trọng để thu hút được người tiêu dùng trực tuyến tại Việt Nam. Điều này được thực hiện bằng cách khám phá các yếu tố thúc đẩy người tiêu dùng Việt Nam mua hàng trực tuyến hoặc ngoại tuyến thông qua phân tích các yếu tố như giá tốt nhất, sở thích trang web, lựa chọn giao hàng tốt nhất và giá cả, chủng loại phong phú và sản phẩm & dịch vụ. Ngoài ra, nghiên cứu cũng đã khám phá cách thức quyết định mua bán trực tuyến bị ảnh hưởng bởi giới tính, tuổi tác, khu vực sinh sống, nghề nghiệp, trình độ học vấn và thu nhập. Các thuộc tính ảnh hưởng đến việc người Việt Nam mua trực tuyến hoặc ngoại tuyến đã được tiết lộ thông qua nghiên cứu định lượng bằng cách phân tích dữ liệu thu thập được thông qua bảng câu hỏi điều tra. Mẫu này bao gồm hơn 300 người hoặc đang mua hàng trực tuyến hoặc ngoại tuyến trả lời. Những phát hiện của nghiên cứu cho thấy rằng các thuộc tính chính để giành được người tiêu dùng mua sắm trực tuyến Việt Nam là giá tốt hơn, sở thích trang web, lựa chọn giao hàng tốt nhất /giá cả, chất lượng sản phẩm và dịch vụ. Một phát hiện thú vị nữa từ nghiên cứu này là nhóm nhà giàu có có thể gây ảnh hưởng tiêu cực đến trải nghiệm người tiêu dùng trực tuyến. Nghiên cứu cũng cho thấy những người trả lời từ 18 đến 36 tuổi có thu nhập trung bình 1000 USD / tháng chọn mua sắm trực tuyến nhiều hơn các nhóm khác và người trả lời sống ở thành phố Hồ Chí Minh có xu hướng mua sắm trực tuyến nhiều hơn ở Hà Nội. Các yếu tố có lợi nhất của mua sắm trực tuyến đã được xác định là khả năng mua ở mức giá thấp hơn và thuận tiện. Nghiên cứu được thực hiện dựa trên các điều kiện chung và không chỉ định cho kinh doanh điện tử và có thể không nhất thiết phải áp dụng cho kinh doanh điện tử. Do đó, nghiên cứu trong tương lai có thể được thực hiện bởi nhóm sản phẩm. Các thuộc tính được xác định bởi nghiên cứu này có thể giúp Thương mại điện tử khởi động, giúp Thương mại điện tử quốc tế tiến vào thị trường trực tuyến Việt Nam để hình thành chiến lược tiếp thị trực tuyến tốt hơn về mặt địa lý, ưu tiên của khách hàng để thu hút người tiêu dùng Việt Nam mua hàng trực tuyến, sau đó chọn trang web của họ hơn người khác. Từ khóa: Trực tuyến, thương mại điện tử, thuộc tính, Việt Nam, người tiêu dùng. Summary The purpose of this paper was to look at key attributes to win online consumers in Vietnam. This was done by exploring factors that drive a Vietnamese consumer to buy online or offline through analysis of factors such as best price, website preference, best delivery option & price, rich assortment and product & service. In addition, the research was also explored how online decision affected by gender, age, areas of living, occupation, education level and income. The attributes that influence Vietnamese to buy online or offline have been disclosed through quantitative research by analyzing data collected via questionnaire survey. The sample was consisted of over 300 respondents who either are buying online or offline. The findings of the study indicate that the main attributes to win Vietnamese online shopping consumers are better price, website preference, best delivery option/price and quality of product and service. One more interesting finding from the research was the rich assortment can give negative affect online consumer experience. The research also showed that respondents of the 18 to 36 years age group with the average income of USD 1000 per month choose shopping online more than other groups and respondents living in Ho Chi Minh city tend to shop online more than those in Hanoi. The most beneficial factors of shopping online have been identified as the possibility of buying at lower price and the convenience. The research was done based on general conditions and do not specify to e-business and may not necessarily be appli- cable to e-business. Therefore, the future research can be done by product group. Attributes identified by this study could help e-Commerce Start-ups, International E-commerce entering Vietnamese online market to better form their online e-marketing strategies in terms of geography areas, customer prefer- ence to attract Vietnamese consumers online first, then choose their website over others. Keywords: Online, e-commerce, attribute, Vietnam, consumer. NGUYEN DUC QUYNH LAN * NGUYEN DUC BAO LONG * * Dong Do University, Vietnam Ngày nhận bài: 5/5/2018; ngày thẩm định 15/7/2018; ngày duyệt đăng: 15/9/2018 Consumer satisfaction is a popular concept in marketing. It is a measure of how products or services meet the buyer’s expectation. This concept normally is considered as consumer’s expectations prior to purchase or use of a product and the relative perception of the quality of that product after using it. Consumer satisfaction is very important because of its close relationship with consumer loyalty and the profitability of a business. Loyalty behaviors include continuous relationship and recommenda- tions (word of mouth advertising) of the product. As a result, for a loyal consumer, the quality of value received from one supplier is greater than that available from the others (Roger Hallowell, 2006). Consumer satisfaction is more important in the e-commerce side of the fashion industry because of the higher expectation of the buyer. For example, the potential buyer can only see a fashion product with its design and color on websites but does not know if the product will fit his/her body and if its feeling (aesthetic feel or tactile quality) is good. That explains why there are more buyers nowadays who look up information about fashion products through websites and then go to the store in town to try and buy them. Problem statements Vietnam is at the pivotal stage of developing the e-commerce owing to its large population and the rapid growth of Internet users. Shopping online now in Vietnam is a new lifestyle that has been attracting a lot of young people who enjoy chatting with social networks while shopping. The Vietnam E-commerce and Informatics Technology Agency (VECITA) predicted that the B2C trade volume ratio of total retail sales of goods and services in Vietnam will increase by 5% within the next five years. panies offer on the website play a very important role in their purchase decision (Berthon et al., 1996; Geissler, 2001; Korner& Zimmermann, 2000; Selz, 1998). Then some experts stated that the website is more conducive to relationship mar- keting compared to media tools such as direct mail and catalogs (Geissler, 2001; Shetty, 1999). The reason is that via websites, companies can intro- duce new chances to establish, build and manage relationships with their consumers. Nowadays, one of the most important issues concerning all businesses is consumer satisfaction. It is the principle of the continuous improvement in the modern enterprise to measure how well a com- pany does to satisfy consumers demands. Another reason is consumer satisfaction should be measured and translated into some measurable parameter. As a result, the consumer satisfaction measurement may be used as the most reliable feedback. It provides client’ preferences and experiences in an effective, direct, meaningful and objective way. Hence, it will lead to the consideration that consumer satisfaction is a baseline standard of performance as well as a possible standard of excel- lence for any business organization (Gerson, 1993). In Vietnam, online payment is yet to be popular because of the trust in the security for customers. Several researches have been done in Vietnam on e-commerce on in different businesses and topics. In 2014, Google Vietnam did a research on the behaviors of Vietnamese online shoppers. Accord- ing to their report, there are 71% of online shoppers who pay cash when receiving goods. It was found that Vietnamese buyers only made online payments with big and trust-worthy e-retailers. Several authors also studied the online fashion business but none of them developed a model related to factors that might contribute to the consumers' online shopping experiences. Many Vietnamese research- ers conducted research on e-commerce in Vietnam such as the research by Nguyen Xuan Thuy (2016), which addressed the application of e-commerce in leading economic zones of Vietnam, or Nguyen Duc Tai (2012), who looked into solutions to improve the state management of e-commerce in Vietnam. Through the review of several literature on customer satisfaction and online shopping such as those of Besterfield, 1994; Barsky (1995), Kanji and Moura (2002); Fecikova, (2004) or Veloutsou et al. (2005) on different construct of customer Although online fashion trading covers a relatively big share of the world’s online transac- tions, it seems that this business is still quite quiet in Vietnam at the moment. There are many Viet- namese Internet users who surf the web, find needed information on desired goods and then go to buy the items at conventional stores. Internet user/ population There are many problems that might hinder shoppers in Vietnam from shopping online, namely: (i) Existing website technology does not support online shoppers very well. Internet users in Viet- nam normally complain about the internet speed to access to information. Sometimes, they got troubles in activating the website and finding the necessary information. Online shoppers in Vietnam are also worried about the security of websites as their personal, and financial information could be stolen by hackers. Many online shoppers choose to pay cash when receiving products to avoid risks related to online trading (Google, 2014). (ii) Websites that can attract online shoppers with abundant information with attractive and tempting product’s photos are quite little. At the moment, there are not many websites that can provide 3D-photos of the product’s details. Young people prefer to chat and communicate with others while shopping on the internet, but most B2C web- sites in Vietnam are yet to be able to satisfy them. (iii) There are also concerns about the real quali- ty and size specifications versus advertised online quality of fashion products. The price of online products is also an important factor when most consumers want to buy products at a cheaper price compared to those sold at conventional stores. (iv) Most B2C online retailers do not have good marketing strategies to advertise their brands and identities in the market as well as to appeal to buyers to come back again. Many websites do not allow buyers to return purchased goods even in cases of poor quality. (v) Online fashion business does not have any logistic power which makes them unable to control the delivering of products. Most deliveries are late against being promised by online fashion business. Research Questions The paper attempts to answer three main research questions: - What are influential factors on online consum- er satisfaction in the fashion industry in Vietnam? - How do these influential factors affect the satisfaction of online consumers in the fashion industry in Vietnam? - What recommendations can be given to satisfy online consumers in the fashion industry in Vietnam? Literature Review With the advancement of technology, the devel- opment of the online shopping market is marked by the appearance of many retail websites that offer a variety of products and services. As defined by Choi, Stalh, and Whiston (1997), e-commerce is a “process of seeking for product information, order- ing products as well as paying for goods and servic- es”. Nowadays, the consumers can approach fully to the technological development of the Internet. They begin to use online platforms for information search to seek for available products as well as suitable services (Tim Jackson & David Shaw, 2009). However, it was found that consumers spend less time accessing to fashion brand’s websites than going to an actual store. Therefore, the main chan- nels of selling products and services are still conventional physical stores. By expanding their reputation via the internet, these retailers can maxi- mize their market coverage. According to Edwards (2007), there are four main reasons for most people to decide to buy prod- ucts online – money, time-saving, convenience, an indispensable shopping trends. People spend a considerable amount of money buying stylish clothes, perfumes, books and especially acne treat- ments because they want to feel better about them- selves and be more confident in social situations. As stated by Anamika in 2012, whatever organiza- tions do to boost their sales, it's all because they want to convince consumers about their ability to create good products as well as to save money for clients. Besides, it also helps consumers to feel how clever they are when they decide to purchase a product from the company. Many years ago, many researchers investigated the buying habit of consumers relying on the deci- sion-making process. Up to 1979, Bettman pointed out that this type of action was actually simpler than everyone had ever thought. He stated that “consumers may sometimes typically rely on simple strategies rather than going through a series of steps or processes rationally when they made purchase decisions”. To prove it, Sproles examined some typical obvious dimensions or characteristics (Sproles, 1985). In 1986, Sproles and Kendall first- ly publicized their study on investigating consumer decision-making processes by classifying consum- ers into different decision-making styles. Interest- ingly, some of these consumers have been seen to be highly correlated with some product characteris- tics (price, country of origin and brand). It is to say that the apparel’s product characteristics can always be determined by consumers. They have the right to give the ultimate purchase acceptance or rejection (Sproles, 1979). Consumer decision-making styles are patterned, mental and cognitive orientations. It will dominate the consumer’s approach in making purchase choices (Sproles, 1985; Sproles and Kendall, 1986). A model of the style's concept which com- posed of eight mental orientations was established by Sproles and Kendall (1986). These are: “perfec- tionism consciousness”, “brand consciousness”, “novelty and fashion consciousness”, “recreational and hedonistic shopping consciousness”, “price and value consciousness”, “impulsive and careless consumer”, “confused by over choice consumer” and “habitual and brand loyal consumer”. Consumers usually use price expectations in their purchase decision for a product. The expecta- tions of price are then used as reference points to compare with store prices and make purchase deci- sions (Monroe 1973). In reality, the role of fashion websites has been evolving with time. Pastore (2000) did a study on 500 Internet users on purchasing behavior. The research found that 41% of consumer confirmed they shopped for clothing online at least once a month, while 56% purchased at least once online. It means that approximately 40% of online shoppers were expected to buy more clothing online in the future (Pastore, 2000). Many researchers have suggested that the quali- ty of the product and service information that com- panies offer on the website play a very important role in their purchase decision (Berthon et al., 1996;