MINISTRY OF EDUCATION AND TRAINING STATE BANK OF VIET NAM BANKING UNIVERSITY OF HO CHI MINH CITY CAN THU KIET FACTORS AFFECTING THE CREDIBILITY OF ONLINE REVIEWS ON TIKI BACHELOR THESIS MAJOR: BUSINESS ADMINISTRATION CODE: 7340101 HO CHI MINH CITY, 2020 MINISTRY OF EDUCATION AND TRAINING STATE BANK OF VIET NAM BANKING UNIVERSITY OF HO CHI MINH CITY CAN THU KIET FACTORS AFFECTING THE CREDIBILITY OF ONLINE REVIEWS ON TIKI BACHELOR THESIS BUSINESS ADMINISTRATION CODE: 7340101 SUPERVISOR TRAN VAN DAT, PhD HO CHI MINH CITY, 2020 TÓM TẮT Sự phát triển của internet và phương tiện truyền thông xã hội trực tuyến đã thay đổi cách mọi người giao tiếp với nhau. Trong bối cảnh này, các đánh giá trực tuyến, một hình thức truyền miệng điện tử đặc biệt (eWOM), đã nổi lên như một kênh truyền thông mới và ngày càng trở nên phổ biến. Ngày nay, các đánh giá trực tuyến là một trong những nguồn thông tin có ảnh hưởng nhất đối với người tiêu dùng khi hình thành quyết định mua hàng. Tuy nhiên, hiện nay có rất nhiều các đánh giá sai lệch do nhiều nguyên nhân khác nhau gây ảnh hưởng nghiêm trọng đến thương hiệu.
Từ đó, vấn đề đặt ra là đánh giá trực tuyến đáng tin cậy là như thế nào. Đề tài “Các yếu tố ảnh hưởng đến độ uy tín của các đánh giá trực tuyến trên TIKI ” được thực tại thành phố Hồ Chí Minh trong thời gian từ cuối tháng 10/2019 đến đầu tháng 1/2020. Mẫu được lấy theo phương pháp thuận tiện với cỡ mẫu được chọn là 499. Mục tiêu nghiên cứu là tìm ra yếu tố ảnh hưởng tới độ tin cậy của các đánh giá trực tuyến trên TIKI.
Trên cơ sở đó, đề xuất hàm ý quản trị để góp phần nâng cao hiệu quả kinh doanh trực tuyến của các doanh nghiệp. Các phương pháp được sử dụng trong đề tài gồm: phương pháp thống kê mô tả, Cronbach’s Alpha, phân tích nhân tố EFA, phân tích mô hình hồi quy và kiểm định sự khác biệt giữa các nhóm đặc điểm nhân khẩu học (ANOVA). Kết quả cho thấy có 6 yếu tố ảnh hưởng độ tin cậy của các đánh giá trực tuyến trên TIKI là: “Tính chính xác”, “Tính đầy đủ”, “Số lượng đánh giá”, “Tính nhất quán”, “Đánh giá về sản phẩm hoặc dịch vụ” và “Uy tín của website”. I ABSTRACT Today, marketers consider social media to promote their products.
Social media has become a very important tool that enables marketers to communicate with their customers. After the significant development of the internet and online social media, people have started to share their opinions about products through online reviews. Even more, consumers consider online reviews to be a more reliable source of information than traditional sources (Fang et al. Previous studies have shown that online reviews can play an important role in consumer shopping behavior (Yin et al., 2014; Mudambi and Schuff, 2010; Zhang, Zhao, et.
Specifically, information generated by consumers, such as online reviews, is more persuasive than information generated by marketers, because consumers have no benefits and are therefore independent and trustworthy. more reliable (Park et al., 2007; Plotkina and Munzel, 2016; Reimer and Benkenstein, 2016). Currently, in various e-commerce websites, online reviews are given along with product descriptions, enabling consumers to make the right purchase decision. As a result, consumers search online reviews for brand gadgets, which ultimately affects consumer buying intent.
However, fake online reviews have made consumer reviews more difficult and negatively impact the brand image. For this reason, the reliability of online reviews is essential when making purchase decisions based on those reviews and contributes to protecting the brand image in public. Therefore, the implementation of the research: "FACTORS AFFECTING THE CREDIBILITY OF ONLINE REVIEWS ON TIKI" aims to identify and test the determinants affecting the credibility of online reviews. At the same time, create a premise to study the impact of online reviews on consumer buying intent.
The research model used based on the research of Thomas, MJ, Wirtz, BW, & Weyerer, JC (2019) includes Accuracy, Completeness, Timeliness, Review Quantity, II Review Consistency, Reviewer Expertise, Product / Service Rating, and Website Reputation. Research data is randomly collected through the form of an online survey conducted by a Google form tool and a field survey by going to universities and cafes. Thereby, 460 samples were collected, of which 11 were not valid due to ignoring the question, so there were only 499 valid samples. SPSS 20 is used in the thesis to analyze data and test assumptions.
The survey participants are online shoppers who regularly use social media. After the data collection process is completed, all data is put into SPSS 20. The process of checking and analyzing the data sequentially follows: reliability test, EFA factor analysis, Correlation analysis, Multiple linear regression analysis. Initially, the scale will be assessed by Cronbach's Alpha and EFA.
Then, the correlation coefficient test is used to check the linear relationship between the independent and dependent variables. If the independent variables are strongly correlated, the multicollinearity problem must be considered when regression analysis. Finally, regression analysis is used to determine the impact of independent variables on dependent variables (Online reviews credibility). The results show that all Cronbach's alpha is above 0.7 and the correlation of the variables in the scale > 0.
These items were then analyzed by discovery factor analysis (EFA) with the Principal components method for extraction and Varimax method for rotation. The results presented that night factors were extracted from measurement scales with the extraction sum of squared loadings being about 66,350% (greater than 50%). The KMO index was significant at 0.781 and Barlett’s test result is 528 with Sig = 0. In general, data can be used for analysis.
Next, correlation analysis showed that some independent variables were correlated with each other. Therefore, regression analysis should pay attention to the III problem of multi-collinearity. The independent variables are correlated with the dependent variables and therefore will be included in the model to explain the dependent variables. However, there are 2 variables ACC (accuracy) and RE (expert evaluation) with sig > 0.05, two variables are not correlated with the dependent variables.
Finally, regression analysis showed that Accuracy, Completeness, Review Quantity, Review Consistency, Product / Service Rating, and Website Reputation are accepted and all of them have a positive effect on Review Credibility. In particular, completeness (0.378) and website reputation (0.243) are the two factors that have the biggest impact on the credibility of online reviews. That shows shoppers are very interested in completeness, the full information as well as necessary evidence to help shoppers can assess the truthfulness and accuracy of the information more easily. At the same time, the website reputation also helps increase the credibility of the reviews, buyers tend to believe in online reviews if the website has a good reputation.
Basically, the research completed its original purpose of identifying factors that affect the credibility of online reviews. Through the research, there are some interesting findings that seem to have some sort of spillover effect between website reputation and reputation rating. In previous research (Thomas, MJ, Wirtz, BW, & Weyerer, JC, 2019), the reputation of a website has the strongest impact on the reliability of online reviews. In addition, there is the opposite of the review quantity factor when in the study of Thomas, MJ, Wirtz, BW, & Weyerer, JC (2019) the review quantity showed a significant negative impact on the online review credibility, this is contrary to the result in this paper as well as previous studies (Fan et al.
So more examination of this result is needed. While the study provides important information on the impact and effect of the credibility of online reviews, it still has limitations that need to be taken seriously. IV Accordingly, future research may meet these limitations to make research results more valuable. Firstly, empirical research is conducted at a number of universities in Ho Chi Minh City and mainly users on the e-commerce platform TIKI, so its results may not be complete reflect in the Vietnamese context.
The reliability of this finding becomes higher if the survey is repeated in other cities with larger sample sizes. Second, as mentioned, the effective relationship between the review quantity and the credibility of online reviews requires further testing. From a practical perspective, this is a very important and urgent issue, as it is of strategic significance to companies that participate in the online evaluation of their products or services. V ACKNOWLEDGE Firstly, I would like to express my deep gratitude and sincere gratitude to Dr.
Tran Van Dat for supporting and helping me in the process of completing the thesis. From the bottom of my heart, thank you so much. Secondly, I would like to thank my relatives, friends, people from directly or indirectly helping me during the research process. Finally, at this time, I declare that this graduate thesis is the author's own research, the results of the research are honest, in which none of the previously published content or the content made by others except for full citations in the thesis.
VI CONTENTS TÓM TẮT.VII LIST OF FIGURES.X LIST OF TABLES. X LIST OF ABBREAVIATIONS. Research subject and scope. Significant of the study.
Structure of the study. Determinants Based on Argument Quality. Determinants Based on Peripheral Cues. Credible online reviews.
Product or service rating. Sample and data collection method. Select survey subjects. Data collection method.
Data analysis method. Exploratory factor analysis (EFA). One-way Anova. DATA ANALYSIS AND DISCUSSION.
Reliability of scale. EFA factor analysis. Multiple Linear Regression Analysis. One-way Anova.
CONCLUSION AND MANAGERIAL IMPLICATIONS. DATA ANALYSIS RESULT.73 IX LIST OF FIGURES Figure 2. Thomas, Wirtz, & Weyerer (2019). Official research model.53 LIST OF TABLES Table 3.
Overview of Exogenous Constructs and Relevant Sources for Model Development. Indicators of scales. Content to discuss one by one. Sample characteristics of gender.
Sample characteristics of age. Sample characteristics of occupation. Sample characteristics of income. Sample characteristics of frequency.
Cronbach’s Alpha coefficient. KMO and Bartlett's Test. Total Variance Explained. Rotated Component Matrix.
One-way ANOVA of Age. One-way ANOVA of Occupation. One-way ANOVA of Income. One-way ANOVA of Frequency.56 LIST OF ABBREAVIATIONS Acronym Definition HCMC Ho Chi Minh City eWOM electronic Word Of Mouth EFA Exploratory Factor Analysis KMO Kaiser-Meyer-Olkin SPSS Statistical Package for the Social Sciences XI CHAPTER 1.
Problem statement In the internet era, the development of information and communication technology has opened up new opportunities for service providers and consumers to share information with each other. In this context, online reviews, a special kind of electronic word of mouth (eWOM), have emerged as a new and increasingly popular communication channel (Kuan et al., 2015; Park and Nicolau, 2015; Wang et al. Today, online reviews are one of the most influential sources of information for consumers when making purchase decisions (Chevalier and Mayzlin, 2006; Lee and Shin, 2014). Previous research has shown that online user reviews have a significant impact on customer purchasing behavior (Chevalier and Mayzlin, 2006; Clemons et al., 2006), and thus affect product sales (Chen and Xie, 2008).
Previous studies indicate that the information generated by consumers, such as online reviews, is more persuasive than the information created by the marketer because consumers do not have a benefit and therefore more independent and reliable (Park et al., 2007; Plotkina and Munzel, 2016; Reimer and Benkenstein, 2016). Besides, previous studies have shown that reliability plays an important role in consumer decision making and reduces uncertainty (Awad and Ragowsky, 2008; Fan et al., 2013; Nan et al. According to Baek et al. 293), credibility is also the most significant factor in electronic word-of- mouth (eWOM) adoption.
For this reason, the credibility of online reviews seems crucial when making purchase decisions based on those reviews. Due to the importance of credibility in the context of online reviews and associated purchase decisions.