Copia Traducida de 0142014001422

DEDEL PANEL DE
EXAMINADORES
HOJAAPROBACIÓ
N
El panel del examinador declara que el Skripsi titulado "DEL

CLIENTE
PERCEPCIÓNHACIA LA DECISIÓN DE COMPRA EN LÍNEA

SOBRE
FACEBOOK EN VIETNAM" que fue presentado por Phan Thi

Dieu,
importante como Marketing de la Facultad de Negocios, fue

evaluado y aprobado
para aprobar Examen Oral el 9 deabrilde 2018.
Jhanghiz Syahrivar, BSc.,

MM. Presidente - Panel de
Examinadores
Grace Amin, M.Psi.,

Psi Examiner 1
Siska Purnama Manurung, S.Kom.,
MM. Examinador 2
DECLARACIÓN DE ORIGINALIDAD
Declaro que este skripsi, titulado "PERCEPCIÓNCLIENTES
DE LOSHACIA LA DECISIÓN DE COMPRA EN LÍNEA SOBRE

FACEBOOK EN
VIETNAM" es, a mi leal saber y entender, un trabajo original
que no ha sido presentado, ya sea en un mundo entero o en
parte, a otra universidad para obtener un título, excepto cuando

sereferencia
hagaen el texto del skripsi. No se ha utilizado el trabajo de otra

persona
sin el debido reconocimiento en el texto

principal.
.Cikarang, Indonesia, 29
demarzode2018.
Phan Thi
Dieu
ii
RESUMEN
El propósito de esta investigación es investigar la influencia del riesgo

percibido, la utilidad percibida, la facilidad de uso percibida y el disfrute
percibido hacia la decisión de compra de los clientes en la plataforma de
Facebook en Vietnam. Esta investigación es una investigación cuantitativa y
utiliza datos primarios a través del cuestionario de 190 encuestados. Los
encuestados seleccionados en esta investigación fueron usuarios
vietnamitas de Facebook que hicieron una compra en la plataforma de
Facebook o están familiarizados con este tipo de compras en línea. Los
datos en esta investigación se analizaron utilizando el Paquete Estadístico
para Ciencias Sociales - SPSS versión 20 (SPSS) y la regresión múltiple
para responder a la hipótesis. Los resultados de esta investigación
encontraron que todas las variables de riesgo percibido, utilidad percibida,
facilidad de uso percibida y disfrute percibido tienen una influencia
significativa en la decisión de compra del cliente en Facebook en Vietnam,
tanto de forma individual como simultánea. El grado de influencia es del
43%, en el que la facilidad de uso percibida es el factor dominante que
afecta a los clientes en la toma de decisiones de compra en Facebook en
Vietnam.
Palabra clave: riesgo percibido, utilidad percibida, facilidad de uso

percibida, disfrute percibido, decisión de compra en línea, Facebook,
Vietnam
iii
RECONOCIMIENTO En
primer lugar, me gustaría expresar mi más sincero agradecimiento a mis

asesores de tesis, la
Sra. Isaka y el Sr. Hanif por Todo el apoyo frecuente de mi estudio eBachiller
investigación de, a pesar de su entusiasmo, motivación, paciencia y

conocimiento. Su culpa
fue muy significativa y útil para mí durante el tiempo para completar

esta tesis.
Además de mi asesor, me gustaría expresar mi más sincero agradecimiento

a todos mis
adorados profesores de la Universidad President que me enseñaron y

compartieron el conocimiento y la
experiencia que podía adaptar en esta

tesis.
Además, me gustaría agradecer a todos mis queridos amigos que siempre

me apoyaron y
motivaron durante mi tesis. Esta tesis no podría hacerse sin
la motivación e inspiración de ellos. Mi más profundo agradecimiento a todos

ellos por
ser parte de mi viaje y hacer que mi tiempo en la universidad se

agradezca.
Finalmente, me gustaría ampliar mi sincero agradecimiento a mi familia.

Nopalabras
tengopara describirles mi gratitud en agradecimiento, pero estoy muy feliz de

ser parte de nuestra
familia. Eres el mejor regalo de mi vida. Gracias pory

amarmeapoyarme siempre en todas las
situaciones sin ningún motivo.
Cikarang, 9 deabrilde
2018
a Phan Thi
Dieu
iv
ÍNDICE
DE PANEL hoja de aprobación

EXAMINADORA ............................... .................... i
DECLARACIÓN DE
ORIGINALIDAD .......................... .......................................... ii
RESUMEN ...... .................................................. ..............................................

.... ..... iii
RECONOCIMIENTO ........................................... .............................................

. iv
TABLA DE
CONTENIDO .................................................. ......................................... v
LISTA DE
CIFRAS ..... .................................................. ............................................ ix
LISTA DE
TABLAS .. .................................................. .................................................. x
CAPÍTULO I
INTRODUCCIÓN .............................................. ................................. 1
Organización de
Tesis .............. .......................... ................................................ 9
CAPÍTULO II REVISIÓN DE
LITERATURA ............................................... ................. 10
Antecedentes de
investigación .............................. .................................................. .....
1
Necesidad de
estudio ......................................... .................................................. ....
5
Identificación del
problema ........................................... ......................................... 6
Preguntas de
investigación ...... .................................................. ..............................
.. 6
Objetivo de
investigación ............... .................................................. .....................
.. 7
Importancia del
estudio ..................... .................................................. ........ 7
Limitación ........................................ ..................................................

............. 8
Riesgo
percibido .................................. .......................... ................................
.. 10
Utilidad
percibida ............. .................................................. ..................... 11
Brecha de
investigación ......................... .................................................. ...........
.......... 18
CAPÍTULO III
METODOLOGÍA ......................... ................................................ 19
Instrumento
Investigación ................................................. ....................................
23
3.5.1 Recopilación de
datos ........ .................................................. ........................... 23
3.5.2 Diseño del

cuestionario ................ .................................................. ..... 24
Plan de
muestreo .......................................... ..................................................
.. 24
3.6.1
Población ........................................... .................................................. 24
3.6.2 Tamaño de
muestreo ............................................ ...................... ..................... 25
3.6.3 Análisis de
datos ....................... .................................................. ............... 26
3.6.4 Distribución del

cuestionario ............................ ................................... 26
Validez y
fiabilidad ........... .................................................. ................... 26
3.7.1
Validez .......................... .................................................. .....................
26
3.7.2
Fiabilidad ........................ .................................................. ....................
28
Facilidad de uso
percibida ......................... .................................................. ....... 12
Disfrute
percibido ........................................ ............................................ 12
Teoría de la toma de decisiones de compra proceso - Philip
Kotler .................. 13
Investigación
previa ......................... .................................................. ............... 15
Theoreti Cal
Framework ................................................ ................................ 19
Hipótesis ................ .................................................. ..........................

........ 19
Metodología de la
investigación ............. .................................................. .................. 20
Definición
operativa ............................. .................................................. ... 21
Pruebas
descriptivas ............................................ ..........................................
29
vi
Prueba de suposición
clásica ... .................................................. ................. 31
3.9.1 Prueba de
normalidad ........................... .................................................. ......... 31
3.9.2 Prueba de
multicolinealidad ................................... ......................................... 31
3.9.3 Prueba de
autocorrelación ... .................................................. ....................... 32
3.9.4 Prueba de heterocedasticidad

t ................................................. ........................ 32
3.9.5 Prueba de
hipótesis .................... .................................................. .......... 33
3.9.6 Coeficiente de determinación ajustado (Rajustado 2) .......................

35
CAPÍTULO IV ANÁLISIS Y DISCUSIÓN DE

DATOS ....................................... 36
3.8.1
Media .................................................. ..................................................
29
3.8.2 Desviación
estándar ........................................... ..................................... 30
Análisis
descriptivos .......... .................................................. ........................
36
4.1.1
Género ..................... .................................................. ............................
36
4.1.2
Edad ................. .................................................. .....................................
37
4.1.3
Ocupación ........ .............................................. ......................................
37
4.1.4
Ubicación ....... .................................................. .......................................
38
4.1.5 Mensual (ingresos +

asignación). .................................................. .......... 38
4.1.6 Usuario de
Facebook .................................. .................................................. ... 39
4.1.7 Duración del uso de

Facebook ....................................... ........................... 39
4.1.8 Uso promedio por

día ............... .................................................. ......... 40
4.1.9 Conocimiento de las compras en

línea ................................. ............................. 41
4.1.10 Categoría de producto de compra

típica ............. ............................................. 41
Análisis
inferencial .. .................................................. ..................................
42
vii
Discusión ............. .................................................. ............................

.... ..... 54
CAPÍTULO V CONCLUSIÓN Y RECOMENDACIÓN .............................. 56
5.1
Conclusión ...... .................................................. ...........................................
. 57
5.2
Recomendación ... .................................................. .....................................
57
5.2.1. Para los emprendedores en línea en

Facebook .......................................... 58
5.2 .2. Para futuros

investigadores ............................................... ............................. 60
REFERENCIAS ................... .................................................. .........................

............ 61
APÉNDICE
1 .......... .................................................. ................................................. 68
APÉNDICE
2 ................................................ .................................................. ........... 76
4.2.1 Pruebas
previas ................................ .................................................. ....... 42
4.2.2 Prueba
descriptiva ..................................... ............................................... 44
4.2. 3 Prueba de suposición

clásica .............................................. ...................... 45
4.2.4 Prueba de
hipótesis ...................... .................................................. ........ 50
4.2.5 Coeficiente de determinación ajustado (Rajustado 2) .......................

53
vi
ii
LISTA DE
FIGURAS
Figura 1.1: Principales países y ciudades de

Facebook ...................................... .................... 2
Figura 1.2: Desafíos al comprar en línea en

Vietnam .................... ....................... 4
Figura 2.2: Proceso de toma de decisiones de

compra ................... ..................................... 13
Figura 3.1: Propuesta de marco

teórico ...... .................................................. ...... 19
Figura 4.1: Perfil de los encuestados:

género .................................... ................................. 36

Edad ......... .................................................. .............. 37

Ocupación ............................ ............................... 37

Ubicación ......... .................................................. ....... 38
Figura 4.5: Perfil de los encuestados: Ingreso / asignación

mensual ................................ .... 38
Figura 4. 6: Perfil de los encuestados que tienen una cuenta de

Facebook .................................... 39
Figura 4.7: Perfil de los encuestados : Duración del uso de

Facebook ................................... 39
Figura 4.8: Perfil de los encuestados: Uso promedio por
día ........................................... 40
Figura 4.9: Perfil de los encuestados : Conciencia de comprar productos en

Facebook ........... 41
Figura 4.10: Categoría de producto

típica ......................... ............................................... 41
Figura 4.11 : Histograma de regresión residual

estándar .......................................... 46
Figura 4.12:P - P normal de regresión Residual estandarizado .......................

46
GráficaFigura 4.13: Prueba de heterocedasticidad: Diagrama de

dispersión deestandarizado de regresión
Residual..... .................................................. .................................................. .

............. 47
ix
LISTA DE
TABLAS
Tabla 1: Investigaciones
anteriores .......................... ............................... .............................. 15
Tabla 2: Escala
Likert .............. .................................................. ................................... 24
Tabla 3: Tabla de fuerza del rango de coeficiente de

correlación ...... ........................................... 28
Tabla 4: coeficiente alfa de Cronbach
tamaños ................................................. .............. 28
Tabla 5: Resultado de la prueba de

validez ............................. .................................................. ..... 42
Tabla 6: Resultado de la prueba de

confiabilidad ...................................... .......................................... 43
Tabla 7: Resultado de Estadística

descriptiva. .................................................. ........................ 44
Tabla 8: Prueba de multicolinealidad - resultado del

coeficiente ................. ................................... 48
Tabla 9: Prueba de autocorrelación - Resultado del resumen del

modelo ..... ....................................... 48
Tabla 10: Resultados del coeficiente de

regresión. .... .................................................. ... 49
Tabla 11: Resultado ANOVA de la prueba

F ...................................... ........................................... 51
Tabla 12: Resumen de hipótesis

Prueba ................................................. ................ 52
x
Antecedentes de
investigación
El comercio electrónico puede entenderse como las actividades de venta de

bienes y servicios a través de los
medios electrónicos (Monsuwe, 2004). Hoy en día, el comercio electrónico

se está desarrollando
rápidamente con el número de personas que compran a través del comercio

electrónico en todo el mundo en 2017 en
alrededor de 1,61 mil millones de personas. Esto equivale a alrededor del

42% del número de
usuarios de Internet en todo el mundo (3.773 mil

millones) (WeAreSocial, 2017).
En los últimos años, ha habido una nueva forma de comercio electrónico

llamadaFacebook
comercio de(F-commerce). El comercio electrónico se puede definir como el

uso de Facebook como una
plataforma para facilitar e implementar la venta de productos, ya sea en

sitios de Facebook
o externos a través de Facebook Open Graph (Marsden, 2011) o

simplemente, podemos definir
el comercio electrónico como vender o

comprar con Facebook.
Según Charles (2012), cada vez más clientes se vuelven más inteligentes y
tecnológicamente más conocedores. Combinan la búsqueda y el uso de las

herramientas de redes sociales para
tomar su decisión de compra. Varios usuarios de Facebook dijeron que

sucompra
decisión dese ve afectada por la recomendación o las publicaciones de sus

amigos en lassociales
redescomo Facebook. Charles también declaró cómo Facebook influyelos

clientes
en el proceso de compra deen cada fase. Por ejemplo, en la primera fase del
Necesidad
reconocimiento de, cuando los clientes reconocen sus necesidades, tienden

a abrir laslínea
tiendas enen Facebook para buscar el producto. Además, si ven o escuchan

sobre algún
producto interesante en las tiendas basadas en Facebook, se sentirán

estimulados a comprar ese
producto. Además, Facebook puede estimular los deseos del cliente a través
de la
conversación o discusión de los usuarios en Facebook y ejecutando

anuncios. Los"Me gusta" y
botones"Compartir" también se consideran herramientas poderosas para

que los clientes reconozcan
sus necesidades y deseos porque cuando uno de sus amigos hace clic en
"Me gusta en una página" o "Me gusta
CAPÍTULO I
INTRODUCCIÓN
1
una imagen de un producto", aparecerá en su suministro de noticias y todos

los amigos de Facebook
también lo notarán (Charles,

2012).
Específicamente en Vietnam, más del 50% de la población está usando

Internet, en
donde el número de personas que compran a través del comercio electrónico

también está creciendo rápidamente en
33.26 millones en 2017, en comparación con otros países del sudeste

asiático comomillones
Indonesia (24.74) ; Malasia (13,98 millones); Filipinas (30,34 millones);

Singapur (2.9M) o
Tailandia (11.58M). El número de usuarios de comercio electrónico en

Vietnam alcanza hasta el 35%
de la población o el 66.1% de los usuarios de Internet

(WeAreSocial, 2017).
Cuando se habla de comercio electrónico en Vietnam, no se pueden ignorar

los foros y
las redes sociales, especialmente Facebook porque Facebook es el jugador

clave en elVietnam
comercio electrónico de(TheLowDown, 2017). Según las estadísticas de

Next web, en enero de 2017
había 46 millones de usuarios de Facebook activos mensualmente en

Vietnam y aumentó
considerablemente un 40% en julio de 2017, alcanzó hasta 64 millones de

usuarios de Facebook activos,
equivalentes a alrededor del 68% de la población y se convirtió en el número
7º 10 de la parte superior delmás
usuariode Facebook en el mundo.

(Thenextweb, 2017)
Figura 1.1: Los principales países y

ciudades de Facebook
Fuente: (Thenextweb,
2017)
Según Vietnamnet (2016), Facebook se ha convertido en la plataforma de

venta en línea en
Vietnam con al menos 300,000 tiendas en Facebook, incluso para vender

automóviles o casas . Un
informe de Retail Asia (2015) declaró que, aunque Vietnam se clasificó como
el
mercado de comercio electrónico B2C más pequeño en el sudeste asiático

en términos de ventas en 2013,
desde entonces ha crecido como uno de los mercados de más rápido

crecimiento en la región.
Además, casi el 90% de los compradores en línea de productos de moda en

Vietnam realizaron al
menos una compra en línea a través de Facebook

(InsideRetailAsia, 2015).
Según Vietnam Briefing (2017), con más de 40 millones de usuarios,

Facebook se ha
convertido en el medio principal para los minoristas. A través de Facebook,

más de 50
personas tienen más de $ 1 millón de dólares en un año. El mercado se ha

expandido
cerca del 20% por año, con un valor de $ 40 mil millones en la actualidad y
se espera que aumente a
$ 10 mil millones de dólares en 2020, impulsado por la adopción más amplia

de teléfonos inteligentes y el creciente
uso de Facebook como un mercado en línea. El informe descubrió que en

2016, el 34% de las
empresas operaban sus negocios en línea en las redes sociales como

Facebook o Zalo
(Dezan, 2017). Según Simon, el 65,74% de los usuarios de Facebook tienen

menos de 35 años
, por lo que este es el grupo clave para usar Facebook en

Vietnam (Simon, 2017)
Aunque los vietnamitas básicamente desconfían de las compras en línea,

pero en
Facebook todavía están dispuestos a gastar dinero porque de la

conveniencia de usar
Facebook, así como compartir publicaciones, comentarios, comentarios

confiables, reseñas de
sus amigos u otros usuarios, y también interacción directa con el vendedor

sobre los productos.
(Vietnamnet, 2016). Según una encuesta, una trabajadora de oficina de 34

años que vende
cosméticos y ropa que compró en el extranjero en un promedio mensual de
200
millones de artículos, utilizó la función de mensajería para comunicarse con

los clientes y
dijo que muchos clientes compraron sus productos con confianza por los
comentarios de
sus amigos en Facebook (Tomiyama,

2016) ..
Sin embargo, esta f-commerce se encuentra todavía en la fase temprana de

crecimiento en Vietnam, donde
la percepción de los clientes hacia las compras en línea sigue siendo

sospechoso porque
3
todavía carecen de la confianza para ir de compras en los medios de

comunicación social La plataforma incluye Facebook
(TheLowDown, 2017) y también se sabe que el sistema de privacidad del

usuario en Vietnam
no es tan seguro como otros países desarrollados

(Vietnamnet, 2016).
VECITA descubrió que la falta de confianza es el factor principal que impide

el crecimiento del
comercio electrónico en Vietnam. Según la encuesta de 2016, los desafíos al

comprar en línea
a los clientes se muestran a continuación

(TheLowDown, 2017).
Figura 1.2: Desafíos al comprar en línea en
Vietnam Fuente: (TheLowDown, 2017)
Entonces, el investigador descubrió que, además del fuerte crecimiento del

comercio F debido
a sus ventajas, todavía existe el factor que obstaculiza este crecimiento en
Vietnam que relacionado con la percepción de los clientes en las compras en

línea, especialmente en
las redes sociales como Facebook. Mientras tanto, la percepción de los

clientes hacia
las compras en línea es el elemento importante que influye en el potencial de

compras en línea
(Shwu-ing, 2003), por lo tanto, para tener éxito en atraer a los clientes y
satisfacerlos
, es muy importante comprender la actitud y la percepción de los clientes
hacia su toma de decisiones de compra, tanto positiva como negativamente,

y las
preguntas más importantes que tienen que investigar son qué percepción de
los clientes
influyen en su línea y cómo funcionan.
Anteriormente, hubo varias investigaciones sobre los factores que influyen

enlínea
la intención de compra endel cliente, que se llevaron a cabo en diferentes

áreas y se realizaron encuestas en
otros mercados en línea y plataformas de redes sociales en general. En esta

investigación,
dado el potencial del comercio F en Vietnam, el investigador reconoció lo
necesario y urgente para llevar a cabo la investigación más específica de

"Ladel cliente
percepciónhacia la decisión de compra en línea en Facebook en

Vietnam", cuyo
propósito es establecer y analizar los factores de La percepción de los

clientes que influye en
su decisión de compra en Facebook, tanto positiva como negativamente,en
soloVietnam y ayuda a los emprendedores de Facebook a comprender mejor

el
acceso a la extensión futura del comercio electrónico y atraer a la mayor

cantidad de
clientes.
Necesidad
de estudio
Mediante la información explicada en los antecedentes de investigación del

estudio, el investigador
descubrió que el comercio electrónico es la herramienta moderna que ayuda

y facilita a los
emprendedores a ingresar al mercado en línea y recopilar información sobre
clientes potenciales de manera efectiva

y rápida.
En Vietnam, el comercio electrónico es un fenómeno que atrae a muchos

clientes debido a
su facilidad de uso, conveniencia y utilidad. Sin embargo, todavía hay

algunos obstáculos
que afectan a su decisión de compra en línea causada por el riesgo en este

tipo delínea
actividades enen Vietnam. Por lo tanto, el investigador decidió analizar

específicamente
cuatro factores de percepción de los clientes, que son el riesgo percibido,

lapercibida
utilidad, la facilidad de uso percibida y el riesgo percibido y cómo pueden

influir en
la decisión de compra en línea en la plataforma de clientes de

Facebook en Vietnam.
Identificación del
problema
El desarrollo de Facebook proporciona no solo diversos entretenimientos en

línea para los
usuarios, como chatear, publicar, compartir, jugar y bloguear, sino también

unaimportante
herramientapara que los emprendedores en línea vendan sus productos e

interactúen con los usuarios y los
consumidores por igual. al tomar su decisión de compra, como buscar

información
sobre los productos, discutir con otros usuarios o realizar su compra en
Facebook directamente. Sin embargo, ningún negocio funciona sin enfrentar

algunos desafíos;hay
todavía varios obstáculos para F-commerce en Vietnam que se han

explicado anteriormente
acerca de la percepción de los clientes que afectan a su intención de

compra, ya sea positiva o
negativamente,incluyendo su renuencia a comprar los productos en

Facebook, ya que
tienen una falta de confianza y no puede interactuar con el productos
directamente (TheLowDown,
2017)
.
Es por eso que, a pesar de la popularidad de la plataforma, todavía hay

bastantes
negocios vietnamitas de Facebook que no tienen éxito comercialmente

porque no están
familiarizados con el mercado ni con la percepción de los clientes

vietnamitas
(Vietnamnet, 2017). Por lo tanto, este estudio se lleva a cabo para

proporcionar a los lectores una
mejor comprensión sobre los factores que influyen en la decisión de compra

en Facebook
para los clientes en Vietnam que se centran en los millennials, ya que son la
mayoría
en el perfil de los usuarios de Facebook y la principal segmentación en este

tipo de E -
comercio. (VOV.VN,
2017)
Preguntas de
investigación
Este estudio analizará la influencia de cuatro factores de percepción del

cliente,
que son el riesgo percibido, la utilidad percibida, la facilidad de usoy el
percibidadisfrute percibido en la decisión de compra en línea de los clientes

enen Facebook
Vietnam. Mediante la identificación del problema, este estudio tenía la

intención de responder a estas
preguntas de la
siguiente
manera:
Significado del
estudio
Este documento proporcionará el conocimiento significativo a dos partes

interesadas principales que
se detallan a
continuación:
1. ¿Existe alguna influencia significativa del riesgo percibido en lacompra
en línea?
decisión deen Facebook de clientes en

Vietnam?
2. ¿Existe alguna influencia significativa de la utilidad percibida en laen

línea
decisión de compraen Facebook de los clientes en

Vietnam?
3. ¿Existe alguna influencia significativa de la facilidad de uso percibida

en laen línea

Vietnam?
4. ¿Existe alguna influencia significativa del disfrute percibido en laen

línea

Vietnam?
5. ¿Existe alguna influencia significativa simultánea del riesgo percibido,

lapercibida
utilidad, la facilidad de uso percibida y el disfrute percibido en laen

línea
decisión de compraen Facebook de clientes en

Vietnam?
Objetivo de
investigación
1. Descubrir que existe una influencia significativa del riesgo percibido en

laen línea
decisión de compraen Facebook de clientes en
Vietnam
2. Descubrir que existe una influencia significativa en la utilidad percibida

en laen
decisión de compralínea en Facebook de clientes en

Vietnam
3. Para descubrir que hay una influencia significativa de la facilidad

percibida de uso en laen

Vietnam
4. Para descubrir que hay una influencia significativa en el disfrute

percibido en laen

Vietnam
5. Para encontrar existe una influencia significativa simultánea del riesgo

percibido, la
utilidad percibida, la facilidad de uso percibida y el disfrute percibido

en laen
decisión de compralínea en Facebook de los clientes en

Vietnam
Para los emprendedores en línea en Facebook : El resultado de este

documento
contribuirá a cada individuo y organizaciones que están haciendo negocios

en Facebook
o externamente a través de Facebook Open Graph para Los elementos
influyen en lalos
decisión de compra declientes. A partir de este resultado, pueden obtener

una mejor visión de su
operación en línea para difundir su imagen, acercarse a clientes potenciales

y mantener una
relación con los clientes actuales; Esta investigación también les ayuda
amejor
comprenderla investigación de mercado en línea, por lo tanto, pueden

sugerirse una
mejor solución para mejorar sus ventajas

competitivas.
Para los futuros investigadores: este documento puede ser una referencia
para todos los que estén
interesados en investigar el sector de influencia de la percepción de los

clientes hacia
su proceso de toma de decisiones de compra en línea en las redes sociales,

como parte de lasde literatura
revisiones. Además, los futuros investigadores pueden utilizar este estudio

para facilitar unamás salvaje
investigaciónsobre otros aspectos, especialmente en aquellos

relacionados con la plataforma de redes sociales.
Limitació
n
Durante el propósito de la investigación y para evitar el afecto a la calidad de

la
investigación por factores no relacionados, esta investigación define que los

encuestados en esta
investigación son vietnamitas que han usado Facebook y han experimentado

compraslínea
enen Facebook. Además, la edad de los encuestados específicos es inferior
a 35 años
porque este es el grupo clave de uso de Facebook en Vietnam por el 65,74%

de losde Facebook
usuariosen 2017 (Simon, 2017), por lo que casi están familiarizados con este
tipo delínea
compras en. Las variables independientes en esta investigación se centran

en cuatro variables:
riesgo percibido, utilidad percibida; Facilidad de uso percibida; Disfrute

percibido
y una variable dependiente que es la decisión de compra en línea en

Facebook
Organización de
tesis
Esta investigación se dividió en 5 capítulos, cada capítulo establece

conocimiento específico
relacionado con la
investigación.
El Capítulo I de la introducción proporciona el general de toda la

investigación, que incluye losla
antecedentes deinvestigación y la necesidad de estudio, seguido de la

declaración del problema, la
pregunta de investigación, el objetivo de la investigación, la

importancia del estudio y la organización de la tesis.
Segundo, el capítulo II de Literature Review explica el punto de vista de la
literatura de cada
variable, la investigación previa y establece la

brecha de investigación.
Tercero, el Capítulo III de Metodología de la Investigación concluye el marco

de investigación,
hipótesis, definiciones operativas, diseño de la investigación y

método de muestreo.
Luego, el capítulo IV consiste en análisis descriptivo, análisis inferencial y la
discusión después de analizar

los datos.
El último es el capítulo V, que concluye después de toda la investigación y

luego proporciona la
recomendación
.
9
Riesgo
percibido El riesgo percibido es la percepción del cliente sobre la

incertidumbre y la consecuencia de la
compra de un producto o servicio. Muestra una conexión más fuerte con la
disposición a comprar en línea más que la conveniencia (Dai y Zhang, 2007).

Esta
investigación indicó la influencia en la decisión de compra de los clientes en

línea de tres tipos dede
percepcionesriesgo que son el riesgo de los productos, el riesgo de

privacidad y los riesgos financieros en los
diferentes tipos de
productos.
El riesgo del producto muestra la probabilidad de que la calidad del producto

no cumpla con lasno coincida con los
expectativas oanuncios y la imagen del vendedor, el alto grado dedel
riesgoproducto debido a la experiencia previa, la falta de enfoque físico del

producto o
la percepción incierta del cliente en compras en línea en comparación con

lastradicionales
tiendas(Alreck & Settle, 2002). Según Phuong Thu (2015), los clientes están
preocupados por la demora en la entrega del producto o, lo que es peor, no

recibirán
lo que piden a través de transacciones en línea como engañados. (Jue,

2015). De la encuesta,
TheLowdown (2017) mencionó que el 80% de los clientes respondieron que

ladel producto
calidadno como se anuncia es el desafío para ellos para realizar la

transacción en línea y el
40% de los clientes están preocupados por la

entrega lenta.
Los riesgos de privacidad se pueden definir como la probabilidad de revelar
la información personal
debido a una transacción en línea (Garbarino & Strahilevitz, 2004). Online

customers might
feel less the trust to provide their personal information, and then makes them
hesitate
to continue the online transaction. (BoDai,

2007).
CHAPTER II
LITERATURE REVIEW
1
0
Financial risk is defined as the possibility of a losing money in purchasing

product
from online platform such as losing money if customers do not receive the
product or
the refundable policy from seller can be not apply (BoDai,

2007).
Home shopping (it can be mobile shopping or online web shopping) can lead
to the
higher risks rather than buying at the located store because the product
cannot be
tested directly. If the customer is aware the big hidden risks about the
products and
store as well, they will not buy the product from that online store or generally
they
will not purchase online. Thus, Perceived Risk is an element that influence
negatively to online purchasing decision of customer (Dipti, Sonia, & Shipra,

2014).
Perceived
Usefulness
Perceived Usefulness was defined as "the degree of belief that an individual

believe
using the information system will increase their performance's effectiveness
(Venkatesh, Michael, Gordon, & Fred,

2003).
According to Sin (2013), the Usefulness might be a result from the unique
features of
social media that support customers can make their transaction anytime and
anywhere compared to the brick and mortar stores. (Sin, Khalil, &
Ameen, 2012)
Sandra Forsythe (2006) explained in term of Perceived Usefulness that

online
shopping helps customers can do their transaction at home, they do not need
to spend
time to go to the stores or wander to look for what they want, therefore they
can save
their time for other business. (Sandra, Liu, Dvid, Liu, & Gardner,
2006).
Perceived Usefulness represents a positive influence on customers'

purchase decision
that if customers aware a high level of usefulness from sopping on social

media such
as Facebook, their probability of making the real transaction will be

increased. (Thu,
2015)
.
1
1
Perceived Ease to
Use
By TAM, Perceived Ease to Use is the degree to which a person believes

that using a
particular system would be free from effort and present the belief of customer
about
the value performance and the attitude toward to corresponding information
system "
(Davis, 1989). Facebook was designed by web 2.0 with simple interface;
clear
images and easy system that help users can search the products as well as
the stores
easily. Moreover, it provides user with flexible functions such as messenger

that help
users to communicate with the seller and other users simply (Thu,
2015) .
Perceived Ease to Use influences the customers' purchase motivation

positively
because it motivates the customers to online shopping and helps to maintain

the
relationship between seller and buyer easier than traditional shopping

(Bisdee, 2007).
Perceived
Enjoyment
Enjoyment is the result from the fun, happiness and the joyful entertainment
of the
online shopping experience rather than from shopp ing task completion
(Childers,
Carr, Peck, & Carson, 2001). The psychology of customer is to explore and
enjoy the
new experience from online shopping instead of the traditional shopping

(Thu, 2015).
Phuong Thu (2015) also stated that the enjoyment from online shopping is
collected
from the comfortableness when customer adapts the internet for their
shopping at
their home and the feeling of excitement meantime waiting the product which
delivered to their hand

directly.
According to Moon and Kim (2001), almost the user uses the internet and
access to
the Facebook in their spare time to find the new joys and the new
experiences,
meanwhile the enjoyment is the premise of the internal stimulus in using

world-wide-
wed that related strongly to online purchasing decision (Moon & Kim,
2001).
1
2
So, if customers enjoy their online shopping, they will have more positive
attitude
towards making purchase decision and tend to adapt internet as a shopping

standard
for next times (Mathwick,

2002).
Theory of purchasing decision making process – Philip

Kotler
Figure 2.1: Purchasing decision making

process
Source: (Kotler,
2001)
• Problem recognition
The buying process starts when the buyer recognizes a problem or need,
they
recognize the different between actual state and desired stat and triggered by
internal
or external stimuli (Kotler,

2001).
Internal stimulus are the basic needs and wants of human such as hungry,
thirty... it
increases gradually and become the motivation. Based on the existed

experiences,
customers will tend to resolve it. (Kotler,

2001).
External stimulus are the factors from outside such as culture, family, society,
community, friend, or marketing stimulus like advertising, promotion,

discount, etc.
(Kotler,
2001).
Alternatively, the positive feedbacks, recommendation from other users can

be the
factors that stimulate customers in this phase (Thu,

2015).
1
3
• Information search
The purposes of searching information are to know more about the

products/brands,
thereby find out the best solution and reduce the risks (Kotler,
2001).
According to Charles (2012), the customers tend to check the Facebook

pages to
search the special information such as discount, new arrival, promotion and
the
comments, feedback from other users about the products that they want to
buy. In
addition, Facebook also facilitates for customers to interact with seller for the
consultancy by sending the comment on their selling-page.

(Charles, 2012).
• Evaluation of
alternatives
According to Philip (2001), this step is to evaluating the different selection on

the
basic of alternative product/brand attribution based on analyzing the benefits

from
those
alternatives.
In term of shopping on Facebook, they can review a various Facebook-based

stores,
and then compare the price, quality, brand, other benefits as well as the
feedback
from previous buyers before make the final decision (Thu,

2015).
• Purchasing
decision
In this stage, the purchasing will take place. According to (Kotler, 2001), the
final
purchase decision may be “disrupted” by two factors: negative feedback from

others
customers and the level of motivation to accept the

feedback.
• Post – purchase
behavior
By the comparison between customers' expectation with either the

satisfaction or
dissatisfaction, customer will decide to retain the purchasing in the future or

not. In
term of shopping on Facebook, this stage is very important because it relates

not only
1
4
to their future buying but also their recommendation to their family, friends and other
buyers on Facebook (Thu, 2015).
Previous research
Table 1: Previous researches
(Source: developed by researcher)
Research Factors Author Result
1 Development of a
scale to measure
the perceived
benefits and risks
of online shopping
Four positive Perceived
perceived benefits of benefits:
online shopping have
̅ Convenience
significant positive
̅ Product
correlation with
selection
perceptions of Internet
̅ Perceived
as shopping medium,
Ease/comfortab
frequency of online
le to shopping
purchasing, dollar
̅ Perceived
amount spent online
Enjoyment
and time spent
shopping online Perceived Risks
Three perceived risks
have significant
negative correlation
with perception of
internet as shopping
medium, frequency of
online purchasing, (Sandra,
Liu, Dvid,
Liu, &
Gardner,
2006)
15
(Leeraphon
g
(Leeraphon
g
The research found
The research found
The research found
2 Trust and Risk in Purchasi
Perceived ng
Risk
intention through
Online social their intention to
their intention to
network: a focus
conduct transaction.
group study of
Moreover the past
Facebook in
Thailan
d
Trust
Subject Norm
Past online
shoppin
g
experienc
es
& Mardjo,
& Mardjo,
2013
)
2013
) 3 Factors Affecting
out that trust ̅ Perceived
out that trust (Sin, Khalil,
out that trust (Sin, Khalil,
The result revealed
influences to The result revealed
influences to The result revealed
influences to
Malaysian
customers' young
perceived
customers' consumers'
perceived online
risk of transaction purchase

and intention
risk of transaction in social
and websites
Ease to Use
(EU Norm through soc
)
Perceived
Usefulne
ss
(PU
)
& Ameen,
& Ameen, 4 Consumer
̅ Perceived
2012
)
(Dipti,
2012
(Dipti,
)
The research found
that perceived
The research found
that perceived
The research found
that perceived
Behavior
usefulness was the
towards
usefulness was the
usefulness was the Online
Shopping:
most dominant
factor An Empirical
most dominant
factor Study from
Delhi
that influences ̅ Perceived
young
that influences Usefulne
young
̅ Perceived
consumers' online
Ease to
- Subjective
purchasing intention
̅ Perceived
Sonia, &
Sonia, &
Shipr
a,
Shipr 5 Analyze the
a, ̅ Financial. time
(Nguye
2014
n
)
(Nguye
2014
n
)
The study
out that there is
concluded
out that there is
The study
out that there is
concluded
significan The study
t concluded
significan
factors affect to
t
significan consumers'
t online
relationship purchase
between behavior
relationship
in Can Tho City
between
relationship (Vietnam
between )
and product
perceived risk,
perceived risk,
Perceived
Usefulness, ̅ Multi-product
enjoyme
selectio
nt
Perceived Ease to
Use
̅
Convenience
Thi Bao
Thi Bao
Chau & Le
Chau & Le
Nguye
n product
Nguye
selection, trust,
n
selection, trust,
Xuan Dao, selection, trust,
Xuan Dao,
convenience, price
2014 convenience, price
) convenience, price
2014
and perceived
)
that financial, time ̅ Price
that financial, time
that financial, time ̅ Perceived
and product risks, enjoyme

and product risks, nt
and product risks, enjoyment have the
multi- directly influence to

product online purchasing of
multi-
product
multi-
1
7
Research
Gap
The purpose of this research is to identify the factors influence to the online
purchasing decision on Facebook for customers in

Vietnam.
Online shopping is the process of buying products or service by using
Internet.
When referring the previous research, there were several research have
discovered
this topic on general online marketplace such as the research of Sandra

(2014) about
“Development of a scale to measure the perceived benefits and risks of

online
shopping. In addition, Nguyen Thi Bao Chau and Le Nguyen Xuan Dao have
conducted the more specific research in Vietnam but still analyzed overall
about the
online shopping and so on. However, in this study, the researcher limited and
focused
only on the most common social media platform which is Facebook in

Vietnam with
four most dimensions of Perceived Risk, Perceived Usefulness, Perceived

Ease to
use, Perceived Enjoyment, and Perceived Risk which influence toward their
Online
Purchase
Decision.
city, in which
Perceived
enjoyment
is the dominant
factor.
1
8
Theoretical
Framework
Figure 3.1: Theoretical framework

proposal
(Source: Adapted to the research of Dipti Jain

-2014)
Figure 3.1 illustrated the perception of customer on making online purchasing
decision, in which the researcher used four independent variables: Perceived

Risk
(X1); Perceived Usefulness (X2); Perceived Ease to Use (X3); Perceived

Enjoyment
(PE) and one dependent variable of Online Purchasing

Decision (Y).
Hypothes
is
H1 (β1 ≠ 0): There is a significant influence of Perceived Risk on Online Purchasing

Decision of Customer on Facebook in
Vietnam
H01 (β1 = 0): There is no any significant influence of Perceived Risk on Online
Purchasing Decision of Customer on Facebook in
Vietnam
CHAPTER III
METHODOLOGY
1
9
H2 (β2 ≠ 0): There is a significant influence of Perceived Usefulness on Online

Vietnam.
H02 (β2 = 0): There is no any significant influence of Perceived Usefulness on

Online

Vietnam.
H3 (β3 ≠ 0): There is a significant influence of Perceived Ease to Use on Online

Vietnam.
H03 (β3 = 0): There is no any significant influence of Perceived Ease to Use
on
Online Purchasing Decision of Customer on Facebook in
Vietnam.
H4 (β4 ≠ 0): There is a significant influence of Perceived Enjoyment on Online

Vietnam.
H04 (β4 = 0): There is no any significant influence of Perceived Enjoyment on

Online
Vietnam.
H5 (β5 ≠ 0): There is a simultaneous significant influence of Perceived Risk,

Perceived Usefulness, Perceived Ease to Use and Perceived Enjoyment on
Online
Vietnam.
H05 (β5 = 0): There is no any simultaneous significant influence of Perceived

Risk,
Perceived Usefulness, Perceived Ease to Use and Perceived Enjoyment on

Online

Vietnam.
Research
Methodology
Determine an Appropriate method will make sure the success of the research
and an
elemental condition for the decision to accomplish the research.

Acknowledge that,
the researcher has decided to develop this study by using Quantitative

method. This
2
0
method will support the researcher to collect the results by spreading the
questionnaires to the pre-defined selection

respondents.
Operational
Definition
Variab
l Definition Indicator Sources Measurem
e en
t Dvid
,
Likert
Percei Likert
v Likert
Likert
ed
Risk Scal
e
(X1) Scal
of e
is Scal
e
Scal
e
1. Quality of
products perception of
1. Quality of potential
products
loss from shopping
2. Might not receive
2. Might not receive online. (Sandra, Liu,
the Dvid, Liu, & Gardner,

product 2006
the )
product 3. Lateness in
(Sandr delivery
a,
(Sandr 4.
a, Personal
(Sandr information
a, safety
Liu, 5. No
Liu, refund
Liu, Liu, &
Dvid Liu, &
, Gardne
Dvid r,
, Gardne
r,
1. Saving
2006
time
)
1. Saving
2006
time
)
2. Increasing the
(Auburn 2. Increasing the
, effectivene
ss
effectivene
ss
3. Searching and
Percei 3. Searching and
v
purchasing
ed products
Useful easi
er
n easi
es er
s (Dipti,
(Dipti,
(Dipti,
(PU
) Sonia, &
Sonia, &
Sonia, &
Shipr
a,
Shipr
age
a,
Shipr
a,
2014
her /him to )
achieve 2014
)
2014
) e
(Thu
,
(Thu
,
(Thu
performance
,
(Dipti,
Likert
Likert Sonia, & Shipra,
Likert 2014)
Likert 4. Diversification of
Scal product
e s
Scal
5. Enable to m
e
2015
Scal
)
e
2015
Scal
)
purchasing
anytime
2
1
(Sin, Perceiv
Perceived Ease of Use
1. Flexible and
Likert
ed Ease
is the perception of an
understandable
Khalil, &
Scale
to Use
individual which
interaction
Ameen,
(PEU)
believes that using the
2. Easiness
2012)
technology system will
3. Simple Facebook
be free from the efforts.
system
It is one of the major
4. Understandable
variables in
tools for connection
determining the
purchase intention (Sin,
Khalil, & Ameen,
2012)
Perceiv
ed Enjoym
ent
Perceived enjoyment is
1. Comfortableness.
(Dipti,
Likert
the individual
2. Confidence in any
Sonia, &
Scale
perception that by
decision
Shipra,
adopting new system or
3. Excitement in
2014)
technology he/she will
waiting and
have pleasure (Dipti,
receiving products
(Sin,
Sonia, & Shipra, 2014)
4. Online shopping
Khalil, &
enjoyment
Ameen,
2012)
22
Onlin recommended
e 2. Be
recommended
purcha
s 3. Selection for
online
in
3. Selection for
g
online
decisi
purchasin
o
g
n purchasin
g
4. Willingness to
4. Willingness to
(Dipti,
(Dipti,
(Dipti,
Sonia, &
Sonia, &
e
Sonia, &
Shipr
a,
Shipr
1. Beneficial
a,
platform
Shipr
1. Beneficial
a,
platform
2014
2. Be
)
2014 Scal
) e
2014 Scal
) e
Likert Scal
Likert e
Likert Scal
Likert e
Instrument
Research
According to Godfred (2015), the data to do the research are found in fact.
The data
can be collected by using tools such as questionnaire, test, rating, scales or

other tools
to measure the information and variables. In this research, there are totally
33
questions was divided into 2 parts which are demographic part of 10

questions and
instrument part of 23 questions. The researcher used questionnaire to collect

primary
data and data analysis as the main instrument of research

(Godfred, 2015)
3.5.1 Data
Collection
The data used in this research includes primary data and secondary data in
which
primary data was collected throughout spreading questionnaire to targeted
respondents (in this case, the targeted respondents were Facebook users in
Vietnam)
and the secondary data was from several resources of book, journal,
websites and
purchasing n
purpose (Nguye
n
(Dipti, Sonia, &
Shipra, Thi Bao
Thi Bao
2014
) Chau &
recomme
nd
5. Future
purchasing
(Nguye
Xua
n
Dao
,
2014
)
2
3
previous researcher that relevant to this topic of online purchasing decision.

Thus,
both kinds of data have been used to analyze and state the problem which
was
pointed out in this

research.
3.5.2 Design of
Questionnaire
The questionnaire system is divided into 2 parts to spread to the targeted

respondents.
The first part is about the personal information of the respondents whic h
includes
gender, age, occupation, income and the habit of daily accessing

Facebook.
The second part includes the constructed questions which were composed
by
referring the theories and previous researches that related to this topic. There
are 33
questions totally and the respondents were asked to answer the degree of
agreement
for each related statement by using five points Likert Scale which is ranging
from
Strongly disagree to strongly agree. The regulation table as

below:
Table 2: Likert
Scale
Source: (Achilleas,
2013)
Score 1 2 3 4 5
Relative
score Disagree Neutral Agree Strongly
stateme Disagree Neutral Agree Strongly
nt agre
e
agre
e
Sampling
Plan
3.6.1
Population
Population can be defined as a group of individual that specified by the

project
objectives. A research population is generally a large collection of individuals

or
objects that is the main focus of a scientific query (Explorable.com, 2009).

The
population of this research is the Facebook Users in Vietnam who have

purchased
2
4
products on Facebook – based store already or have known about this kind
of online
shoppin
g.
3.6.2 Sampling
Size
The sample size is typically denoted by N and it is always a positive integer
(Explorable.com, 2009). A sample can be understood as a part of population,

selected
for the purposes of survey and observation, it is ensured by representative of
populatio
n.
Thus, sample had to be collected randomly among population to make sure it
displays the attribute of population

accuracy.
Since number of the population is unknown so the researcher used the

Supranto
model to determine the sample size which is displayed as

below:
N = 5 xq
Formula 3.1: Sample size for unknown

population
Source: (Supranto,
2010)
Where: Q is the number of variables in the questionnaire. Following the

formula, the
number of respondents have to be at least N = 5 x 23 = 115 respondents. In

fact the
researcher collected 190 respondents to make sure the data would be more
accurate.
The questionnaire was spread to Vietnamese whose age are below 35 years
old
because the limitation of sample size is only 190 respondents so the

researcher only
focused on the young generation which is the key group of using Facebook in
Vietnam and has potential to know about shopping online through Facebook
(Simon,
2017
)
2
5
3.6.3 Data
Analysis
The researcher used the Statistical Package for Social Science – SPSS
version 20 in
the process of analyzing the data in this

research.
There are 2 sources of data which are secondary data and primary data. The
primary
data came from the questionnaire which has been distributed to 190 targeted
respondents. The researcher collected the data; transferred the raw data to
Window
Excel and then consumed the data by using the SPSS 20.0 which is very
accurate to
check the validity, reliability and multiple

regressions.
3.6.4 Distribution of
Questionnaire
To collect the data from targeted respondents, the researcher used Google
Drive and
online method to spread the questionnaire to respondents through social

media such
as Facebook post, Facebook group, etc. until the completion of 190

completed.
Validity and
Reliability
3.7.1 Validity
Validity simply means that a test or instrument is accurately measuring what

it's
supposed to (Statisticshowto, 2016). We can understand validity used to

determine
whether the statement of the questionnaire measure properly and reflect the
purposed
of researcher to analyze or not. In order test the Validity of the questionnaire,

the
researcher used the Pearson Product Moment Correlation in SPSS by

comparing with
the r table product moment in

which:
If r calculation > r table product moment table -> the statement is

stated valid
If r calculation < r table product moment -> the statement is stated

invalid
2
6
Formula 3.2: Pearson correlation
coefficient
Source: (Stephanie,
2018)
Wher
e:
n = number pair of
scores
∑xy = sum of products of pair

scores
∑x = sum of x
scores
∑y = sum of y
scores
= sum of square x
scores
= sum of square y
scores
The value of correlation is ranged from -1 to 1. A correlation value of 1

displays the
perfect positive correlation in one variable. Conversely, if the correlation

value is -1,
it is a perfect negative correlation in one variable. And if the correlation value

is 0, it
means there is no any

correlation.
The Correlation Coefficient range strength table showed as
below:
2
7
Table 3: Correlation Coefficient range strength

table
Source: (Mahlangu & Kruger,

2015)
3.7.2 Reliability
Reliability is a measure to indicate that a reliable instrument to be used as

means of
collecting data for the instrument is considered good (spsstests, 2015)
In this research, the researcher used the Cronbach's alpha to determine the
reliability
of the
data.
To be proved all items are reliable, the Cronbach's alpha value has to reach
at least
0.6. Conversely, if the Cronbach's alpha value is less than 0.6 means the
variable
would be determined as unreliability and it must be rejected.
(spsstests, 2015)
Table 4: Cronbach's alpha coefficient

sizes
Source: (Mahlangu & Kruger,

2015)
2
8
Descriptive
Testing
Descriptive statistics is the term given to the analysis of data that helps
describe,
show or summarize data in a meaningful way such that, for example, patterns
might
emerge from the data. (Laerdstatistics,

2013).
Descriptive statistic is an important step in research because the data

collected simply
presented as row data so it will be hard to interpret and analyze what the
data mean,
especially in case of huge data. (Laerdstatistics,

2013)
Typically, there are two important elements in descriptive test that should be
considere
d.
3.8.1 Mean
Mean or called average is the most popular in measure of central tendency

and it is
symbolize by and calculated by total all value in data set divided by the
number
of values in data set (Laerdstatistics,

2013).
The
formula:
= [X1 + X2 + X3 +...+ Xn]/n
Formula 3.3:
Mean
In
which:
= sample mean or
Average
X = value
score
2
9
n = the number of
value
3.8.2 Standard
Deviation
Standard Deviation is used to measure the degree of the disparity or the

spreading out
of the data set collected in doing research. (Bland & Altman,

1996).
If the Standard Deviation has the value which is close to 0 that means the
data point
tend to close to mean. (Bland & Altman,

1996)
Standard Deviation symbolized by σ or s and

calculated by:
Formula 3.4: Standard

Deviation
Source: (Laerdstatistics,
2018)
Wher
e:
s = standard variation
value
X = value of
sample
=
Mean
n = the number of values in data

set.
3
0
Classical Assumption
Testing
3.9.1 Normality Test
The purpose of Normality Test is to interpret whether the data distributed

normally or
not (Santoso & Singgih, 2010). The data that has a normal distribution can be
evaluated as a good data research, it means the data spread evenly and it
can
represent the population. There are several ways to test the normality of data
in
which depend on the curve shape is the common way in using SPSS. If the
curve
shape drawn as a bell shape so the data has the normal distribution and
contrary, the
data do not have the normal distribution can be determined based on the
skewness of
the curve in which if the curve tends to skew to the left is the positive
skewness and
it will be negative skewness if the curve tends to skew to the right. (Ainiyah &
Deliar,
2016).
3.9.2 Multicollinearity
Test
Multicollinearity is the occurrence when there is a high correlation between
independent variables in a multiple regression model. In other hand,

Multicollinearity
is exist means there are many variables connected relatively each other,
example if
variable 1 increase, variable 2 also increase so in fact two these variables

should be
as one but in the research they separated into two. As such, if the model has
no
correlation among independent variables or if any but not high correlation,

the
regression model can be defined as good (Ainiyah & Deliar,

2016).
In this research, the researcher tested the Multicollinearity by looking at

Variance
Inflation Factors (VIF) with formula as

below:
3
1
Formula 3.5: Variance Inflation Factors

(VIF)
Source: (Douglas, Marchal, & Wathen,

2012)
Where: N = number of independent variables and R 2 is the Coefficient of
determinatio
n
Basically, if the value VIF <10, then not multicollinearity around and
conversely in
case the vale VIF >10 means the multicollinearity occurs and it indicates that
the
independent variables should be deleted from the

research.
3.9.3 Autocorrelation
Test
Autocorrelation can be understood as the correlation occurred between the

errors on a
series of observation arranged by time or in other way, the correlation of the

errors
between variables on this period and other period.

(Statisticshowto, 2016)
This test can be done by looking at value Durbin Watson which should be
range
between dU and 4-dU (to find the Durbin Watson table value is by checking
the dU
column in which n is the sample size and k is the number of independent

variables)
so it means the regression model is out of autocorrelation

problem.
3.9.4 Heteroscedasticity
Test
This test is used to check there is any inequality or not the variance of
residuals from
this observation to another observation in a regression model.

Heteroscedasticity can
be understood as a situation in which the variance of a variable is unbalance

across
the range of values of a second variable that predicts it. If there is an

inequality of
variance, then it will be no any heteroscedasticity problem around.

Conversely, if the
3
2
residuals have the similar variance, the heteroscedasticity will be occurred. A
multiple regression model is good if there is no Heteroscedasticity (Taylor,

2012).
In this research, the researcher used the Scatterplot exported by SPSS to

test the
Heteroscedasticity by observing the scatter of data dots that whether spread

unsystematically or not, and then the data can be defined as a confidential
data
without problem of Heteroscedasticity if the scatter spread randomly around 0

line of
Y
axis.
3.9.5 Hypothesis
Testing
3.9.5.1 T –
Test
The purpose of T-Test is in order to determine the influence of each

independent
variable on the dependent variable by observing the Significant Value of each
variable (Sekaran,
2010).
The significance level is the probability of making the wrong decision when
the null
hypothesis is true. (Statistichowto,

2012)
In this research, the researcher used the significant level of 5% (α = 5%)

means from
95% of the sample, the result will be

met.
The critical testing as

below
• If the p-value (sig) > α (5%), the Null hypothesis (H O) will be accepted or
H1
will be
rejected
• If the p-value < α (5%), the Null hypothesis (H O) will be rejected or H1 will
be
accepted.
3
3
3.9.5.2 F-
Test
This Test supposed to be determined whether altogether influence of the set

of
independent variables on dependent variable or not. F-test is used to test the
acceptance or rejection of null hypothesis (H O) that there is no partial

simultaneous
relationship between all independent variables X i and dependent variable

Y(β =0).
• HO: βi = 0, if Sig F > (α =0.05), HO will be

accepted
• Ha: βi ≠ 0, if Sig F < (α =0.05), HO will be

rejected
F-Test
formula
Formula 3.6: F-Test
formula
Source: (Douglas, Marchal, & Wathen,

2012)
Wher
e:
F: F
distribution
R2: Coefficient of
determination
K: the number of independent

variables
n: sample
size
3
4
3.9.6 Adjusted Coefficient of Determination (Adjusted

R2)
In Multiple regression analysis, the Adjusted Coefficient of Determination is

the
important factor that represent how well a regression computation fits to the
sample
data (David, Timothy , & Mark, 2009) In other hand, it measures the
percentage of
variation Y explained by regression line

estimated.
According to (Anderson, 2013), the R2 value always ranges from 0 to 1 (0 ≤ R2

≤1)
and the adjusted R2 is closer to 1 means the better the estimated regression
computation demonstrated the relationship between independent variables X

and
dependent variable
Y.
3
5
CHAPTER IV
DATA ANALYSIS AND DISCUSSION
This chapter analyzes and discusses based on the data collected

from 190 respondents
Descriptive
Analyses
4.1.1 Gender
Figure 4.1: Respondents profile:

gender
(Source: Google Drive

Analysis)
From the Figure 4.1, the majority of the respondents are female which 61.6%
of 190
respondents and the rest of 38.4% is

male.
3
6
4.1.2 Age

Age

Analysis)
The figure 4.2 shows that 72.6% the age of respondents were between 19 –
25 years
old, 21.6% respondents were between 26 – 35 years old, 5.8% respondents

were
between 15-18 years old and there was no any respondent above 36
years old.
4.1.3 Occupation Figure 4.3: Respondents profile:
Occupation

Analysis)
According to the figure 4.3, almost the respondents are the Staff/ Officer
(46.8%) and
Student (30%), following is the Housewife
(11.1%).
3
7
4.1.4 Location

Location

Analysis)
Basic on Figure 4.4 shows that the almost respondents are from Ho Chi Minh
city
(44.2%) and Ha Noi (30%) which are two developed areas in

Vietnam.
4.1.5 Monthly (income +

allowance)
Figure 4.5: Respondents profile: Monthly
Income/allowance

Analysis)
The figure 4.5 states that 39.5% respondents have the income/allowances
are
between 5 – 10 million VND, 19.5% respondents have the

income/allowances are
between 10 – 20 million VND, 21.1% respondents have the

income/allowances are
between 3 – 5 million, 12.1 % respondents have the income/allowances are

between
3
8
1 – 3 million VND and 7.9% respondents have the income/allowances are

greater
than 20 million VND. Therefore, the majority of the respondents are the group
that
has income/allowance is between 5-10 million

VND.
4.1.6 Facebook
user
Figure 4.6: Respondents profile that have Facebook
account

Analysis)
The Figure 4.6 shows that all of the respondents have Facebook
account.
4.1.7 Duration of using

Facebook
Figure 4.7: Respondents profile: Duration of using

Facebook

Analysis)
3
9
According to the Figure 4.7 displays that 61.1% respondents have been used
Facebook above 5 years, 28.9% of respondents have been used Facebook

from 3 – 5
years, 9.5% from 1 to 3 years and the tiny rest is below

1 year.
4.1.8 Average usage per
day
Figure 4.8: Respondents profile: Average usage

per day

Analysis)
Basic on Figure 4.8 shows that 41.1% of Respondents spend 1 – 3 hours per
day to
login Facebook, following is 30% of respondents spend 3 – 5 hours per day,

18.4%
of respondents use Facebook above 5 hours and the rest of 10% spend 30
minutes to
1 hour for using

Facebook.
4
0
4.1.9 Awareness of shopping

online
Figure 4.9: Respondents profile: Awareness of buying product on

Facebook

Analysis)
The data from figure 4.9 shows that 97.9% of respondents have bought or
known
about Facebook online purchasing

activity.
4.1.10 Typical buying product

category
Figure 4.10: Typical product
category

Analysis)
From the figure 4.10 above, the dominant products were bought frequency on
Facebook is Fashion & apparel (77.4%) and following is cosmetic with

41.1%.
4
1
Inferential
Analysis
4.2.1 Pre –
Testing
4.2.1.1 Validity
Testing
The researcher used the Correlation of Coefficient to test the validity of data
by
comparing with the r table product moment value. According to the r Pearson
Product Moment (Priyatno, 2009), with significant level α = 5% for two tails
and the
sample size N =30, the r product moment would be equal 0.361. If the r
computation
is bigger than 0.361 meaning then the question is

valid.
Based on the input to SPSS, the results shown as

below:
Table 5: Validity testing
result
(Source: SPSS version 20

outputs)
Item Correlation Perceived

Risk
computatio
n
R product moment Conclusion
PR1 0.791 0.361 Valid
PR2 0.723 0.361 Valid
PR3 0.755 0.361 Valid
PR4 0.865 0.361 Valid
PR5 0.709 0.361 Valid
Perceived
Usefulness
PU1 0.869 0.361 Valid
PU2 0.888 0.361 Valid
PU3 0.945 0.361 Valid
PU4 0.643 0.361 Valid
PU5 0.720 0.361 Valid
4
2
Perceived Easy to
Use
PEU1 0.932 0.361 Valid
PEU2 0.885 0.361 Valid
PEU3 0.807 0.361 Valid

PEU4 0.897 0.361 Valid
Perceived
Enjoyment
PE1 0.713 0.361 Valid
PE2 0.831 0.361 Valid
PE3 0.750 0.361 Valid
PE4 0.848 0.361 Valid
Online Purchasing
decision
OPD1 0.807 0.361 Valid
OPD2 0.833 0.361 Valid
OPD3 0.883 0.361 Valid
OPD4 0.904 0.361 Valid
OPD5 0.868 0.361 Valid
4.2.1.2 Reliability
Test
The result of reliability test was come from SPSS v20 shown as
below:
Table 6: Reliability testing

result
(Source: SPSS v20

output)
Variable N of items Cronbach's a
alpha sta
ndard
Cronbach' Conclusio
s n
Conclusio
alph
n
TPR 6 0.6 0.798 Reliable
TPU 6 0.6 0.810 Reliable
TPEU 5 0.6 0.836 Reliable
4
3
TPE 5 0.6 0.811 Reliable
TOPD 6 0.6 0.819 Reliable
All the variables have the Cronbach's Alpha computation are greater than
Cronbach's Alpha standard of 0.6, hence they were all

reliable.
4.2.2 Descriptive Test Table 7: Descriptive Statistics
result
(Source: SPSS v20

output)
The result of Descriptive Test above displays the responds to the statement
of APR,
APU, APEU, APE and AOPD of respondents. The APEU is the most
dominant
independent variable whose the minimum values is 2.25 while the maximum
value is
5 with the Mean value is 4.2145, so it means that the most respondents
agree to the
statement of Perceived Ease to Use when purchasing

Online.
Explanatio
n
• APR: The average of the numbers of Perceived

Risk
• APU: The average of the numbers of Perceived

Usefulness
• APEU: The average of the number of Perceived Ease to

Use
4
4
• APE: The average of the number of Perceived

Enjoyment
• AOPD: The average of the number of Online Purchasing

Decision
4.2.3 Classical Assumption

Test
4.2.3.1 Normality
Test
In analysis relevance of the independent variables (X) and dependent

variable (Y),
we can use the Histogram and PP lots to see the Normality Distribution of
variables.
By viewing the Histogram, the Mean almost equal 0 and the Standard
Deviation
almost equal 1 with the curve was form a bell shape in the center which
mean the
data had normality

distribution.
4
5
Figure 4.11: Histogram of Regression Standard

Residual (Source: SPSS V20 output
Figure 4.12: Normal P – P Plot of Regression Standardized
Residual
(Source: SPSS V20

Output)
Beside, by observing the Normal PP Plot of Regression Standardized

Residual at
Figure 4.12 the data dots distributed around the central linear therefore, the
data
distributed normally and fulfilled the assumption

normality.
4
6
4.2.3.2 Heteroscedasticity
Test
Figure 4.13: Heteroscedasticity Test: Scatterplot of Regression
Standardized
Residu
al
(Source: SPSS V20

output)
The figure 4.13 above shows that the It shows the Plot of residuals dispersed
randomly without any systematically shape around the line passing through
the point
of 0 on Y axis. Thus, it could be concluded that there was no any

heteroscedasticity.
4
7
4.2.3.3 Multicollinearity
Test
Table 8: Multicollinearity Test – coefficient

result
(Source: SPSS V20
output)
By result from table 7: all the Variance Inflation Factor (VIF) values are above
1.0
and be low 10 Hence, the researcher could conclude that the data was not
face any
multicollinearity and could use the Multiple Regression Model to continue

analyze
the
data.
4.2.3.4 Autocorrelation
Test
The Autocorrelation Test used to determine whether each data population of

each
independent variable correlates with other data

or not.
The Durbin-Watson is the tool to be used to recognize the Autocorrelation

can be
met or
not.
Table 9: Autocorrelation Test – Model Summary

result
(Source: SPSS v20

Output)
4
8
Table 8 above shows that the Durbin-Watson is 2.210 which is belong to the
range of
1 to 3 so it means the test is accepted and no any problem in

Autocorrelation.
4.2.3.5 Multiple Regression

Analysis
Results of the regression coefficient had shown at table below

explained that:
Table 10: Results of the regression

coefficient
The model is statistically significant with the significant value of all

independent
variables is less than

0.05.
The β coefficient of each variable from Table 9 is suitable to the expected

hypothesis
at the beginning which β of PR is negative and β of other are

positive
To analyze how influence of four independent variables to dependent
variable, the
formula below would be

used:
Y = β0 + β1X1 + β2X2 + β3X3 + β4X4 +

ε
From the result on Table 9, the formula assembled as

following:
Y = 1.064 – 0.331APR + 0.313APU + 0.446APEU +

0.239APE
Based on the data above, the multiple regressions would be stated

as below:
4
9
• Coefficient variable APR = -0.331 shows every increase of 1 unit of APR

will
cause the decrease 0.331 of AOPD (While condition of other factors

are
constan
t)
• Coefficient variable APU = 0.313 shows every increase of 1 unit of APR

will
cause the increase 0.313 of AOPD (While condition of other factors

are
constan
t)
• Coefficient variable APEU = 0.446 shows every increase of 1 unit of

APR
will cause the increase 0.446 of AOPD (While condition of other

factors are
constan
t)
• Coef ficient variable APE = 0.239 shows every increase of 1 unit of APR
will
cause the increase 0.239 of AOPD (While condition of other factors

are
constan
t)
Second, the highest degree of influence of independent variables to online

purchasing
decision on Facebook is Perceived Ease to Use by beta coefficient

is 0.446
4.2.4 Hypothesis
Testing
4.2.4.1 T-
Test
The purpose of T-Test is in order to determine the influence of each

independent
variable on the dependent variable by observing the Significant Value of each
variable. If the Significant value is above 0.05, the H O will be accepted and
contrarily, if the significant value is below 0.05, the H O will be rejected.
From the result shown in Table 9, there are four independent variables
included APR,
APU, APEU, APEU considerably influence to dependent variable AOPD

explained
as
below:
APR has significant value at level α = 0.001 is below 0.05 so H 1 is

accepted
5
0
APU has significant value at level α = 0.008 is below 0.05 so H 2 is

accepted
APEU has significant value at level α = 0.000 is below 0.05 so H 3 is

accepted
APE has significant value at level α = 0.049 is below 0.05 so H 4 is

accepted
4.2.4.2 F-
Test
In order to exploit is there altogether influence of independent variables on

dependent
variable or not, the F-test was used. If the significant level F calculated is
equal or
less than the significant level α (0.05), it can be concluded the model has the
suitable
dat
a.
Table 11: F-Test ANOVA
result
(Source: SPSS v20

output)
From the result Table 10: the F = 36.587 has significant values of 0.000
which is less
than α = 0.05. Hence, it can be concluded all four independent variables

influence on
dependent variable concurrently or H5 is

accepted.
5
1
4.2.4.3 Hypothesis
declaration
Table 12: Summary of hypothesis

Testing
Hypothesis Variable Sig. Beta coefficient Result
H1 Perceived Risk 0.001 -0.331 Accepted
H2 Perceived Usefulness 0.008 0.313 Accepted
H3 Perceived Ease to Use 0.000 0.446 Accepted
H4 Perceived Enjoyment 0.049 0.239 Accepted

Hypothesis H1: There is a significant influence of Perceived Risk on Online
Purchasing Decision of Customer on Facebook in Vietnam
Coefficient β1 = - 0.331; Significant value = 0.001 (< α = 0.05); H1

accepted
Hypothesis H2: There is significant influence of Perceived Usefulness on

Online Purchasing Decision of Customer on Facebook in Vietnam
Coefficient β2 = 0.313; significant value = 0.008 (< α = 0.05): H 2

accepted
Hypothesis H3: There is significant influence of Perceived Ease to Use on

Coefficient β3 = 0.446; significant value = 0.000 (< α = 0.05): H 3

accepted
Hypothesis H4: There is significant influence of Perceived Enjoyment on

Coefficient β4 = 0.239; significant value = 0.049 (< α = 0.05): H 4 is

accepted
5
2
Hypothesis H5: There is a simultaneous significant influence of Perceived

Risk, Perceived Usefulness, Perceived Ease to Use and Perceived
Enjoyment on Online

Vietnam
Significant value is 0.000 (< α = 0.05): H5 is

accepted
4.2.5 Adjusted Coefficient of Determination (Adjusted

R2)
This Test supposed to measure how reasonable the model's capacity to

interpret the
adaptation in the dependent variable by R 2 which ranges between 0< R2< 1.

Since the
R2 reflects the influence of independent variables on dependent variable so

the
greater R2 shows stronger

influence.
Table 12: Adjusted Coefficient of Determination (Adjusted R 2)

result
Source: SPSS V20

output
According to the Table 12, the Adjusted R2 is 0.430 or 43% is the fit for this
model
included 4 independent variables which are PR, PU,PEU and PE and it

explained that
43% of the dependent varibale OPD is influenced by those 4 independent

variables.
The rest of 57% ( 100% - 43%) should be influenced by other elements which
were
not explained in this

research.
5
3
Discussi
on
The results of the multiple regression analysis revealed that this was an
influence of
four factors to the online purchase decision on Facebook of customers in

Vietnam
with the degree from high to low as follows: Perceived Ease to Use (0.446);
Perceived Risk (-0.331); Perceived usefulness (0.313); Perceived

Enjoyment (0.239)
The regression model has a coefficient R2 of 43% shows the variables

independent
explains 43% of Facebook's buying decision of consumers in

Vietnam
The result also show the attribution of the targeted respondents that almost
the age
were between 19 – 25 years old (72.6%), 26-35 years old (21.6%) and
almost they
have used Facebook above 5 years. So the respondents are met the
expectation of
researcher that they have good experience in using Facebook and have
potential to
make purchasing on this kind of online shopping. Second, almost they live in
Ho Chi
Minh City and Ha Nọi where the most growth areas in Vietnam are so this
kind of
online shopping is popular in there. Next, almost they are Students and Staff
Officer
who is frequency spends time on internet so they are the targeted customers
to buy
products on Facebook that the price is affordable. In addition, Fashion &

apparel and
Cosmetic are the products that are bought frequency on Facebook in

Vietnam.
Totally, it can be said that the result of this research is quite consistent with
the
previous researches about Online shopping behavior. This result also reflects
the real
status of Online shopping through Facebook Vietnam. The detail explained

as
follows
:
Hypothesis H1: There is a significant influence of Perceived Risk on

Online

Vietnam
The result showed that the significant value of this hypothesis is 0.0001 that
is less
than the α (0.05) so H1 is accepted. It means the Perceived risk has a

significant
5
4
influence on Online Purchase Decision of customer on Facebook in Vietnam
and
this result is supported by the research of Dipti Jain and his partners
(2014).
This can be explained because customers are worried about the quality of a
product.
They cannot tell if a product is fake, or not as good as the picture advertised.
Furthermore, they cannot check the goods such as clothes or shoes directly.
They
also cannot ask for a refund if the product has problem or has been
damaged. Worse
still, they will not receive the product as ordered because they are scammed.
This
factor also reveals the lack of customers' trust to the Facebook-

based stores
Hypothesis H2: There is significant influence of Perceived Usefulness

on Online

Vietnam
This hypothesis is accepted with the significant value of 0.008 that less than
the α
(0.05). So the Perceived Usefulness has a significant influence on Online

Decision of
Customer on Facebook in Vietnam. This result is consistent with the result of

Dipti
Jain and his partners (2014) and Phuong Thu (2015). It states that customers
pay their
interesting in Shopping through Facebook and it also demonstrates

customers
currently are updating increasingly their knowledge and skills of computer

science
and information technology as well. Shopping on Facebook brings to

customers new
and different experiences compared to traditional way because the

information about
the products can be updated quickly and

fully.
Hypothesis H3: There is significant influence of Perceived Ease to Use

on Online
Vietnam
the α
(0.05). So the Perceived Ease to Use has a significant influence on the

purchase
decision on Facebook of customers in Vietnam. This result is supported by

the
research of See Sew Sin and Khalil (2012). In fact, the surveys show that
most
5
5
people have good Facebook experience. On the other hand, Facebook was
originally
created for the purpose of connecting, so most people can use Facebook in
the same
way. Moreover, searching and message boards tool on Facebook also help
customers
find products
quickly
Hypothesis H4: There is significant influence of Perceived Enjoyment on
Online

Vietnam
the α
(0.05). It means the Perceived Enjoyment has a significant influence on the

purchase
decision on Facebook of customers in Vietnam and this result is consistent

with the
result of Dipti Jain and his partner (2014). It states that customers pay their
interesting in Shopping through Facebook and it also demonstrates

customers
currently are updating increasingly their knowledge and skills of computer

science
and information technology as well. Shopping on Facebook brings to

customers new
and different experiences compared to traditional way because the

information about
the products can be updated quickly and

fully.
Hypothesis H5: There is a simultaneous significant influence of

Perceived Risk,
Perceived Usefulness, Perceived Ease to Use and Perceived Enjoyment

on
Online Purchasing Decision of Customer on Facebook in

Vietnam
By the significant value is 0.000 that less than the α (0.05) so this hypothesis
is
accepted. Thus, all variables of Perceived Risk, Perceived Usefulness,

Perceived
Ease to Use and Perceived Enjoyment have a simultaneous significant

influence on
Online Purchasing Decision of Customer on Facebook in Vietnam. In

addition,
ANOVA Test which has a coefficient R2 of 43% shows the degree of all the
independent variables influence to the Purchasing Online Decision on

Facebook of
customers in Vietnam and the rest of 57% should be influenced by other

elements.
5
6
CHAPTER V
CONCLUSION AND RECOMMENDATION
5.1 Conclusion
This study is completed by surveying on 190 Vietnamese respondents who

have
bought or known about online purchasing on Facebook. After a long process,

this
study is accompleted to find out the factors that influence to Customer

behavior in
making online purchasing decision, especially on Facebook social media

plaform.
The hypothesis is stated as

below:
1. Perceived Risk has a significant influence on Online Purchasing

Decision of
Customer on Facebook in
Vietnam
2. Perceived Usefulness has a significant influence on Online Purchasing

Vietnam
3. Perceived Ease to Use has a significant influence on Online

Purchasing

Vietnam
4. Perceived Enjoyment has a significant influence on Online Purchasing

Vietnam
5. Perceived Risk, Perceived Usefulness, Perceived Ease to Use,

Perceived
Enjoyment have a simultaneous significant influence on Online

Purchasing
Decision on Facebook of Customer in

Vietnam
5.2 Recommendation
Affter accomplish the research, the reseacher has several suggesstions that
will be
benefitical for the Facebook Entreprenuers or for everyone who are planing
to sell
the product on Facebook and using Facebook for the purpose of business
and for the
future researchers as well. The detail as

below:
5
7
5.2.1. For the Online Enterpreneurs on

Facebook
Perceived Risk: This is an important element that online entrprenuer either
organization or individual should focus on because recently in Vietname,

customers
are not completely trust in online shopping. Therefore, to appeal the

customers to buy
your products, your Facebook – based store

need to:
̅ Build the trust to customer about the products'quality and guarantee

about
your charisma and make sure the benefit for customers as well by
providing
them clear information about your store such as the business

certificates to
dismiss the worriness and doubts of customer at the beginning they

vist your
Selling-
Page.
̅ Always keep the trust by shipping on time and improving the customer
services by providing them with guarantee and consulting them

friendly and
quickly in any
situations.
̅ In addition, it is very important to increase the trust from customer by

selling
products with the quality which are consistent with image and
information
that posted on facebook to avoid the disapointment from customers
when
receive the product. So customer can re-purchasing and introduce to

their
friend/family/colleagues if they can dismiss the risk from your

Facebook-
based
store.
Perceived Usefulness: Customers appreciate the usefulness of online

shopping by
saving time and they can buy a product anywhere, anytime. Therefore, this
factor
also must be focused to appeal customers and improve their ensure in online
purchasin
g.
̅ The most important to buy online product is information because

customer
cannot touch or approach the products directly so the Facebook seller

needs
to update enough and clear information such as products genre,

material,
5
8
origin, price and selling policy as well about the products on the
selling-page.
In addition, the Facebook–seller should update and diversify their

products so
customer can have alternatives. Advertising and Promotion are also

the good
step to spread the image brand and attact customer to visit
your page.
̅ Customer service is very important by respond customer quickly and
correctly and do not design the complex buying process to customer

so they
can save time to choose buying

online.
Perceived Ease to Use: This element in the first highest influence to

customer's
decision. It demonstates that customers are concerning about the Easiness

of
shopping on Facebook. Therefore, in order to increase the awareness of

easy using to
customer the entrepreuners

should:
̅ Design the Facebook-based store with a reasonable view so customer

can
looking for product and connect

easily.
̅ In addition, make sure that customer can receive the consultance and
support
easily by provide them the phone number, email where can be

easily to see.
Perceived Enjoyment: Perceived Enjoyment demonstrates the proficiency

of the
consumer in using information technology daily. Hence, Facebook – based

stores
should
:
̅ Pay closely attention to consumers 's feeling to make consumers feel
they
gain more than they expect, such as free shipping, small gifts with
products
and a occasions or coupons for the next

purchase.
̅ It is important to interact with consumers in a friendly and funny way. For
example, providing useful information, such as entertaining

information,
interesting content to attract more people to interact

with.
5
9
̅ in addition, remembering the birthday of consumers by giving them the

gift
cards or virtual gifts, so the satisfaction of customer will increase and it
results in increasing the possibility of next

purchase
5.2.2. For future

researchers
This study can be the reference for other students who want to investigate
the online
purchase intention. However this study only focus on analyzing the influence
of four
factors, it had several limitations so the researcher stated it below and

following by
the
suggestions.
̅ Create the wilder research with other deep variables such as Price,
Subjective
Norm, Word of Mouth, etc. then we can have the general knowledge
about
this
aspect.
̅ Collecting the data with a bigger sample size with diversified

respondent's
class to make sure the representative of the data and quality of the
research as
well
.
̅ Investigating the customer behavior on buying of a specific product to

know
the degree and how different of each factor influence to customer

behavior on
each product
category.
̅ Moreover, future researcher can investigate about the Online purchasing
decision on other social media platform such as Instagram, Twitter,

Zalo, etc.
or make the research about the comparison between each social

media
platform
.
6
0
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6
7
APPENDIX 1
QUESTIONNAIR
E
Hello
respondents,
My name is Phan thi dieu as the last year Management student at President
University and currently doing my thesis which purposed to explore the

“customer
behavior toward online purchasing decision on facebook in vietnam. Your

answers
will contribute a huge importance to complete this study. I'm sure it takes only
a few
minutes of your time and not requires hard knowledge so please help to fulfill
it truly
and confidently as you are. Thanks a lot for all your

help.
Best
regard,
Phan Thi
Dieu
6
8
Part 1: Personal
information
Gend
er
o Male
o
Female
Age o 15 -
18
o 18 –
25
o 25 –
35
o >35 (please stop and thank you)

6
9
Occupatio
n
o
Student
o Officer staff
o
Housewife
o
Manager
o Other (Please state

it)
Location
Area
o HCMC
o Ha Noi
o Da
Nang
o Hue
o Can
Tho
o Other (Please
state)
Incom
e
o 1 – 3M
o 3 – 5M
o – 10M
o 10 – 20M
o Above 20M
Do you have Facebook

account?
o Yes
o No (Please stop and thank

you)
How long have you used the

Facebook?
o Below 1
year
7
0

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DEDEL PANEL DE

El panel del examinador declara que el Skripsi titulado "DEL

PERCEPCIÓNHACIA LA DECISIÓN DE COMPRA EN LÍNEA

FACEBOOK EN VIETNAM" que fue presentado por Phan Thi

importante como Marketing de la Facultad de Negocios, fue

para aprobar Examen Oral el 9 deabrilde 2018.

Jhanghiz Syahrivar, BSc.,

Grace Amin, M.Psi.,

Declaro que este skripsi, titulado "PERCEPCIÓNCLIENTES

DE LOSHACIA LA DECISIÓN DE COMPRA EN LÍNEA SOBRE

VIETNAM" es, a mi leal saber y entender, un trabajo original

que no ha sido presentado, ya sea en un mundo entero o en

parte, a otra universidad para obtener un título, excepto cuando

hagaen el texto del skripsi. No se ha utilizado el trabajo de otra

sin el debido reconocimiento en el texto

El propósito de esta investigación es investigar la influencia del riesgo

Palabra clave: riesgo percibido, utilidad percibida, facilidad de uso

primer lugar, me gustaría expresar mi más sincero agradecimiento a mis

investigación de, a pesar de su entusiasmo, motivación, paciencia y

fue muy significativa y útil para mí durante el tiempo para completar

Además de mi asesor, me gustaría expresar mi más sincero agradecimiento

adorados profesores de la Universidad President que me enseñaron y

experiencia que podía adaptar en esta

Además, me gustaría agradecer a todos mis queridos amigos que siempre

motivaron durante mi tesis. Esta tesis no podría hacerse sin

la motivación e inspiración de ellos. Mi más profundo agradecimiento a todos

ser parte de mi viaje y hacer que mi tiempo en la universidad se

Finalmente, me gustaría ampliar mi sincero agradecimiento a mi familia.

tengopara describirles mi gratitud en agradecimiento, pero estoy muy feliz de

familia. Eres el mejor regalo de mi vida. Gracias pory

DE PANEL hoja de aprobación

RESUMEN ...... .................................................. ..............................................

RECONOCIMIENTO ........................................... .............................................

Limitación ........................................ ..................................................

3.5.2 Diseño del

3.6.4 Distribución del

Hipótesis ................ .................................................. ..........................

3.9.4 Prueba de heterocedasticidad

3.9.6 Coeficiente de determinación ajustado (Rajustado 2) .......................

CAPÍTULO IV ANÁLISIS Y DISCUSIÓN DE

4.1.5 Mensual (ingresos +

4.1.7 Duración del uso de

4.1.8 Uso promedio por

4.1.9 Conocimiento de las compras en

4.1.10 Categoría de producto de compra

Discusión ............. .................................................. ............................

CAPÍTULO V CONCLUSIÓN Y RECOMENDACIÓN .............................. 56

5.2.1. Para los emprendedores en línea en

5.2 .2. Para futuros

REFERENCIAS ................... .................................................. .........................

4.2. 3 Prueba de suposición

4.2.5 Coeficiente de determinación ajustado (Rajustado 2) .......................

Figura 1.1: Principales países y ciudades de

Figura 1.2: Desafíos al comprar en línea en

Figura 2.2: Proceso de toma de decisiones de

Figura 3.1: Propuesta de marco

Figura 4.1: Perfil de los encuestados:

Figura 4.2: Perfil de los encuestados:

Figura 4.3: Perfil de los encuestados:

Figura 4.4: Perfil de los encuestados:

Figura 4.5: Perfil de los encuestados: Ingreso / asignación

Figura 4. 6: Perfil de los encuestados que tienen una cuenta de

Figura 4.7: Perfil de los encuestados : Duración del uso de