MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY FACULTY OF BUSINESS ADMINISTRATION SUBJECT OF SPECIALIZED RESEARCH PROJECT whe RESEARCH PAPER FACTORS OF ONLINE MARKETING INFLUENCES ONLINE SHOPPING BEHAVIOR OF HUFLIT STUDENT Advisor : Nguyen Thi Huyen Tran Group name : NhŸÿÄm § Group members : Nguyen Thanh Dat - 19DH120833 Luong The Van - I9DH480670 Phan Nguyen Tuong Vy - 19DH480436 HCMC - May, 2023 MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY FACULTY OF BUSINESS ADMINISTRATION SUBJECT OF SPECIALIZED RESEARCH PROJECT whe RESEARCH PAPER FACTORS OF ONLINE MARKETING INFLUENCES ONLINE SHOPPING BEHAVIOR OF HUFLIT STUDENT Advisor : Nguyen Thi Huyen Tran Group name : NhŸÿÄm § Group members : Nguyen Thanh Dat - 19DH120833 Luong The Van - I9DH480670 Phan Nguyen Tuong Vy - 19DH480436 HCMC - May, 2023 ABSTRACT This article's goal is to elucidate the impact of online marketing tools on behavioral risk acceptance by looking at an integrated model of the influences that online marketing has on consumer behavior. Shoppers are targeted via a formal, self- administered online survey. Therefore, outlining potential improvements to how small and medium-sized manufacturing businesses use web marketing. Table of contents ABSTRACT 1.
Introduction to online marketing 1 1. The concept of online marketing 1 1. Features of online marketing 2 1. Tools of online marketing 3 1.2 Influence of online marketing on customer behaVÏOT.1 Influence of online marketing on decision makÌng.
Online buying involves risk. 5 CHAPTER 2: LITERATURE REVIEW 7 2. Background of research 7 2. Research model and hypothesis 8 CHAPTER 3: RESEARCH METHODOLOGY 10 3.
Research process construction 10 3. Methods and tools for collecting informafÏOTI. Data processing method 12 3. Methods of data analysis 12 3.
Factor analysis 13 CHAPTER 4: ANALYSIS 16 4.3 Exploratory factor analysis (EFA) 23 4. Discussion 32 CHAPTER 5: CONCLUSION AND RECCOMENDATION 34 5. Reccommendation 35 Refferences 37 Appendix Image lists Figure 2. Correlation between online marketing tools and risk taking.
Results of linear correlation of components in the research model. 32 List of tables Table 4. Cronbach's Alpha coefficient of the scale of online marketing tools (N = Table 4. Cronbach's alpha coefficient of the scale of Risk Acceptance (N = 200).
KMO and Bartlett Test - Scale of aspects of online marketing tools. Factor analysis results - Scale of online marketing tool aspects. KMO and Bartlett Test- Risk Acceptance Scale KMO and Bartlett's Test Table 4. 6 Factor Analysis Results - Risk Acceptace Scale.
The correlation between online marketing tools and risk acceptance. Model determination coefficieIifS. 29 List of charts Ð. Current academic year of students in school.- ------+-c<-c+ee+ses 17 Chart 4, 3.
The frequency of online purchases by Huflit students. Huflit students' online purchase channeÌs. Introduction to online marketing 1. The concept of online marketing Marketing refers to a broad system of organizational operations that are planned, promoted, and distributed to target audiences in order to fulfill their requirements and forward corporate goals.
the American Marketing Association (AMA) claims of the company According to Philip Kotler's definition of marketing, "marketing is a form of human activity aimed at satisfying their needs and wants through various forms of exchange." Original definition: "The science and art of exploring, creating, and delivering value to satisfy the needs of a target market while making a profit." Both social marketing and production marketing are included in this definition. The promotion mixes direct marketing, which consists of marketing activities that leverage IT and the internet to meet (measurable) consumer demands and/or interact with customers, includes online marketing. merchandise all over the place to enter, safeguard, and build the market. Online sales, electronic public relations, and online advertising are all part of online marketing.
This viewpoint is in agreement with that of Prof. Nguyen Bach Khoa, who stated: "Online marketing is a type of media channel of direct marketing tool (mode) - one of 8 integrated marketing communication tools to refer to a comparable system. A marketing firm that uses online communication methods to reach a consumer or potential customer anywhere in the world and give a quantifiable reaction or transaction with the aim of infiltrating, safeguarding, and expanding commercial markets. Any communication activity that makes use of the internet for advertising, sales promotion, public relations, and online consumer sales is referred to as online marketing.
We may infer from the aforementioned definitions of internet marketing that it is the use of electronic methods to market and promote goods and services. Online marketing is a type of online marketing that makes use of the Internet to inform potential clients about a company's brand, products, or services. Websites, emails, social media, display ads, search engine optimization (SEO), Google AdWords, and other channels are used for online marketing. Online marketing aims to connect with potential consumers through the websites and apps they use to read, search, shop, and socialize.
Features of online marketing As the Internet grows and there are more and more users, consumer behavior is progressively changing as well. With access to a wealth of information, consumers are able to purchase and sell a variety of goods online, which greatly aids marketing efforts. The internet will become a more important medium for engagement and trade as technology advances, progressively weakening traditional marketing. The key reason is that internet marketing is more successful in marketing activities and promoting companies, products, and services since it has many distinctive qualities compared to traditional marketing.
Online marketing contains the following fundamental traits: e Unlimited space and time Geographical location and implementation time are limitations of traditional marketing. Customers simply need to utilize the internet in order to deploy online marketing anywhere and at any time, as everything happens swiftly on the internet. This enables several buyers and sellers to cut the conventional middlemen. e High interactivity The internet's interaction is well illustrated.
They provide two-way communication, offer several informational levels, and establish a direct supplier-customer connection. Online marketing initiatives provide people with the information they've asked for and let them access it. Customers have the option to comment on a product, ask for more information about it, or decline to receive it. e Customer feedback Customers usually reply quickly to online marketing since information is delivered over the network more quickly, but traditional marketing must wait a long time for a response.
e Product diversification Customers may now shop just like they would in a physical store while at home, seated in front of a computer with an internet connection. These online shops’ offerings of goods and services are becoming more varied and richer, which draws customers’ interest. There are several ways for online marketing to get the proper customers. Just as they may utilize databases as the foundation for direct marketing, they can target certain organizations, nations, or geographic areas.
Businesses may also use customer behavior and personal preferences to target the correct demographic. Tools of online marketing e Website marketing The advantages of having a website for advertising a business's goods and brand are becoming increasingly significant in the present information technology era as people grow more accustomed to using the internet and it progressively becomes a necessary tool in daily life. therefore it's enormous. The website offers various advantages depending on the business field of each company.
Here are a few examples of business apps that employ an electronic office website that is open 24/7: - Market analysis - Public relations, commercial advertising, and corporate goods - Sell - Press relations; - Brand management - Management of human resoutces. Hundreds of millions of people every day from all over the world use websites to find information and goods from companies that are active in the online marketplace. Customers can get information about items and services that are always available on a website. e Social network channels for communication Websites that offer online connection services include social networks.
allowing users to sign up and register their information on that website, then connecting with one another through information exchange, photo sharing, friend-making, group- and association- forming, etc. The interpersonal connections and interaction are excellent. Online media concentrating on social networks have been drawn to and circulated by the huge and strong social network. YouTube, Facebook, and Zing Me are now regarded as the top 3 social networks in Vietnam.
Social network types: - Social networks: Facebook, Zing me, Go.vn - Share videos: Youtube, Clip.vn, Viadeo Because they enable users to rapidly connect with their friends, family, or other online users, social networks are regarded as the most effective online marketing tools for internet consumers. rapid travel throughout the globe, update information and images, register for nearby activities, or just serve as a forum for interpersonal communication (Lan Huong, 2013). e Additional internet advertising tools Online advertising, mobile advertising (also known as mobile marketing), banner advertisements, sponsored ads, and other online marketing methods are available in addition to the ones mentioned above. But I suggest five of the most common and widely used online marketing tools for more study and improvement as part of my research project on the use of internet marketing in Vietnam.2 Influence of online marketing on customer behavior The consumer takes the time to visit the fashion store if they want to purchase a bag.
Thanks to the internet, everything has changed, and buyers may still purchase bags created overseas without physically leaving their homes. demonstrates how customer behavior in person and online are very different. Consumers find it challenging to alter their behavior and routines as well as to accept practical realities like the inability to touch or feel actual things while making grocery purchases (Digital Svensk Handel, 2014). A change in behavior, which results from a change in attitude, is required to alter how customers purchase (Fishbein & Ajzen, 1975).
This emphasizes models and attitudinal theories that can help in explaining customer acceptance of e-commerce. Grandén, Nasco, and Mykytyn (2011) further stress the significance of comprehending how consumer attitudes impact the adoption of IT, particularly e-commerce.1 Influence of online marketing on decision making The classic process theory of purchasing behavior, which holds that attitudes toward purchases are impacted by both traditional and online channels, becomes more complex with the introduction of internet media. Online marketers have little control over the inputs offered by peer reviews, blogs, social networks, or other types of user-generated material. These sources determine the choice and decision to mark prompts.
Consider tying perception and purchase to the purchasing process so that all variables, including brand reputation, application, performance, and enablement, are taken into account. In comparison to conventional media, internet media engages viewers and uses the term perception throughout the review, overcoming perception and favoring consideration. for, cognitively speaking, motivating purchase. Online buying involves risk.
However, there are drawbacks to making purchases online as opposed to offline. Customers who shop online are unable to understand the items they see, touch, taste, smell, and hear online when they search for and purchase them. Customers who purchase online could develop little trust and see lifting as high risk because to the absence of face-to-face interaction. However, adopting certain software solutions, such as online dealer recommendations, might lessen this challenge.
Consumers who are aware of the risks may decide to switch to traditional retailers to purchase goods. Online buying is encouraged by a reduction in perceived risk (Tan, 1999). Both technology failure (such as system breaches) and human error (such as incorrect data entry) can contribute to perceived risk., is my credit card information safe? ), product risk (e., is the product of the same quality as what I can see on the screen? ), convenience risk (e., will I understand how to order and return goods? ), and risk of undeliverability (e., what if the product is not delivered? ) are the most frequently mentioned risks associated with online shopping.