Documente Academic
Documente Profesional
Documente Cultură
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RESEARCH PAPER
The Trend of Purchasing Online of
People in Da Nang
Subject: STATISTICS FOR BUSINESS AND ECONOMICS
Le Thi To Nhu
Do Thu Trang
Dang Thi Hoa
Nguyen Thi My Linh
2014-2015
Contents
I. INTRODUCTION............................................................................................................................... 3
A.
Background:.................................................................................................................................. 3
B.
Target............................................................................................................................................ 4
C.
Subject........................................................................................................................................... 4
D.
Researchs Method........................................................................................................................ 4
II. CONTENT.......................................................................................................................................... 5
A.
Survey........................................................................................................................................... 5
B.
C.
Variables summary........................................................................................................................ 7
D.
Data processing............................................................................................................................. 8
1.
SEARCH.................................................................................................................................... 8
2.
TIMES..................................................................................................................................... 10
3.
ITEMS..................................................................................................................................... 11
4.
TRUST..................................................................................................................................... 12
5.
PAY.......................................................................................................................................... 14
6.
FRIEND................................................................................................................................... 15
7.
DISCOUNT............................................................................................................................. 15
8.
DIST........................................................................................................................................ 16
9.
TRANS.................................................................................................................................... 17
E.
Hypothesis Testing......................................................................................................................18
1.
2.
2.
III.
CONCLUSION.............................................................................................................................. 22
A.
B.
I.
INTRODUCTION
A. Background:
According to the development in economy, standard of living of Vietnamese people is also
increasing. The more rising demand shopping of Vietnamese people is, methods of marketing,
selling, purchasing do witness significant change, too. Typically, in recent years, beside
traditional selling, selling online has existed and step by step has been outweighing the former.
This method of selling is developing rapidly, especially in urban areas, among classes of
students, employees and housewives This is the matter we would like to discuss in our paper:
the trend of purchasing online of Vietnamese people, and in detail people in Da Nang.
Some facts of online-selling in Vietnam
In essence, online-selling is one part of e-commerce. In fact, e-commerce is applied the most
successfully in the area of selling onlineTheir business is selling goods such as clothes, shoes,
accessories, cosmetics and electronics Some famous websites mentioned here are
lamchame.com, raovat.vn, rongbay.vn..
Whenever you carry out a survey on students in Da Nang, we can conclude that the trend of
online-purchasing is becoming more and more popular.
As a result, what is the exact explanation for the strong development of trend of onlinepurchasing?
First of all, the advantages of this method of purchasing are undeniable.
- Time is precious, which is taken advantage by online-selling. It takes only few minutes to surf
the web, choose whatever you want and then complete your purchase with only one click while
the traditional ways require you to go to brick and mortar stores, which costs you time and
energy.
- Another big advantage of purchasing online is price. Online goods have lower price because the
online owners dont have to rent infrastructure and cover as large amount of money for
advertising as owners of brick and mortar stores. Furthermore, consumers can easily compare
prices of different suppliers and decide which to buy with the most reasonable price.
- Finally, online-purchasing enables buyers to get access with a more variable range of goods
instead of going to shopping mall. After considering prices, designs and models of goods, buyers
can have a wiser decision.
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However, anything has its two sides and the disadvantages of online-purchasing are
unavoidable.
- The biggest disadvantage is the quality of goods. When joining this method of shopping,
consumers can not directly see or touch the goods before making their decisions. The quality of
goods is still unknown. Online-selling is now in an alarming situation which includes stealing
information, financial fraud, advertising harassment, selling counterfeit goods.
- Another big problem is online payment. Security is another challenge to online payment.
Facing with these difficulties, E-commerce has been growing fast and has larger and larger
number of users. To get know more about this matter, we would like to analyze the trend of
purchasing online of people in Da Nang, therefore can have a deeper understanding.
B. Target
- Finding what factors mainly affect the behavior of buying online of Da Nang people
- Practice what we learn about statistic subject
C. Subject
- Subject: resident in Da Nang
D. Researchs Method
- Data source
+ Primary source: we collected information from people in Da Nang
+ Secondary source: we collected information from the Internet, reports in magazines,
newspapers
- Form: surveys in form of multiple-choice questions and filling information
- Quantity: 40, In which 36 are applicable
After datas are all collected, we generalize and classify datas on base of the knowledge that we
have learned. Soft-wares used is SPSS to complete this paper
II.
CONTENT
A.
Survey
Variables are divided in to 2 subgroups that include variable impacting on this issue we think, as
followed:
4
Internal factors:
AGE: (Unit: year old)
SEX: Sex = Male as 1 and Sex = Female as 0
INCOME:. (Unit: million VND)
SEARCH (Searching information online): (Unit: Time/a week)
JOB: JOB=0 is student, JOB=1 is worker, JOB=2 is unemployment.
TRUST: This variable is measured following the incremental range from 1 to 10. The more
they believe in the quality of goods sold online, the more they shop.
TIMES: How many times do you buy online?
Society conditions:
FRIEND: Whether friends or relative usually introduce about goods sold online or not.
FRIEND = 1 as YES, FRIEND = 0 as NO
DIST (Distance): How far is shops-online?(Unit: km)
PAY (Payment): Prepayment or deferred payment can have different effects on shopping
online. PAY = 1 as Prepayment, Pay = 0 as Deferred payment
DISC: It means whether the cost of shopping online is cheaper or more expensive than the
cost of shopping directly. DISC =1 is cheaper. DISC = 0 is more expensive.
TRANS (Transportation): How fast is the transportation
Other Factors:
Items: which goods do the customers usually buy most.
24
3.8
Items
Cloth
8
5
26
4.3
Cloth
12
30
4.0
Cloth
10
10
19
0.5
Cloth
20
35
7.8 Household
500
20
Book
10
37
3.2
Cloth
20
25
0.7 Equipment
14
34
5.6
Book
22
14
10
10
40
4.5
Food
10
11
20
Accessory
12
26
6.6
comestic
18
13
21
1.5
Cloth
600
14
30
2.0
Book
10
15
44
8.8
Food
12
16
21
1.0
Comestic
17
33
7.0
Cloth
20
18
20
0.5
Cloth
21
10
19
25
4.5 Equipment
600
20
42
6.2 Household
21
10
10
21
33
3.3
Comestic
22
28
4.0
Tour
600
23
19
1.0
Accessory
20
24
30
5.0 Equipment
30
25
20
1.5
Cloth
10
26
28
4.7
Book
16
27
20
0.8
Cloth
10
10
28
32
5.6
Cloth
40
29
26
6.2 Equipment
10
45
10
30
27
2.0
Cloth
40
31
21
1.5
Book
35
32
36
2.8 Household
30
33
29
5.3 Equipment
10
34
23
2.5
14
Cloth
35
23
2.0
Cloth
30
36
21
1.0
Cloth
10
Variables summary
Variable
Quantitative/
C.
Qualitative
Quantitative
Qualitative
Quantitative
Quantitative
Qualitative
Qualitative
Qualitative
Quantitative
Qualitative
Qualitative
Quantitative
Qualitative
AGE
SEX
INCOME
SEARCH
JOB
TRUST
FRIEND
DIST
PAY
DISC
TRANS
TIMES
D.
Data processing
GIOI TINH
Frequency Percent
Valid
Valid Percent
Cumulative Percent
nu
21
58.3
58.3
58.3
nam
15
41.7
41.7
100.0
Total
36
100.0
100.0
TUI
N
tuoi
Valid N
(listwise)
36
44
27.44
Std. Deviation
6.905
36
Cong viec
Valid
Frequency
Percent
Valid
Percent
Cumulative
Percent
student
10
27.8
27.8
27.8
worker
24
66.7
66.7
94.4
unemploym
ent
5.6
5.6
100.0
Total
36
100.0
100.0
Thu nhap
N
thu nhap
Valid N (listwise)
Minimum Maximum
36
36
Mean
3.46
1. SEARCH
The variable of Search tells how many time customer searches for goods online every week.
Classes
1-5
6-10
>10
Frequency
21
13
2
Relative frequency(%)
58.3
36.2
5.5
From the graph and table above, we can see that most people search for information of goods
sold via Internet for less than 10 times a week. (94.5% ) Only 2 of 36 observations spend more
than 20 times a week for searching.The more people search for information about the goods, the
more people tend to shopping. That means the people who spend much time on searching for the
goods are likely to buy more.
Arithmetic
mean
5.08
Formulas:
x=
Range
Variance
20
21.907
Standard
Deviation
4.681
Coefficient of variation
92.15%
x1 + x 2+ + x n x i
=
=5.08
n
n
Var =
(x ix )2
i
=21.907
SD = Var=4.681
9
CV =
SD 4.681
=
100 =92.15
x
5.08
TIMES
Frequency
24
6
2
2
2
Relative frequency(%)
66.68
16.67
5.55
5.55
5.55
10
Arithmetic
mean
Range
Variance
5.72
21
38.721
x 1 + x 2+ + x n x i
=
=5.72
n
n
Standard
Deviation
6.223
Var =
(x ix )2
i
=38.721
SD = Var=6.223
CV =
SD
x 100 =108.7
x
The average times shopping online last year is 5.72 (times). The numerical difference between
the smallest and largest values of times shopping online is 21 (times) and the standard deviation
of variable times equals to 6.223.We can see they have a very large difference among
customers about the number of times shopping online. We can see that the coefficient of
variation is too high which equals to 108.7%.It means that Da Nang customers have far different
decisions on shopping online which is expressed through the number of times shopping online.
3.
ITEMS
Items - mat hang mua sam
Frequency
Cumulative Percent
Accessory
5.6
5.6
5.6
Book
13.9
13.9
19.4
Cloth
15
41.7
41.7
61.1
comestic
2.8
2.8
63.9
Comestic
5.6
5.6
69.4
Equipment
13.9
13.9
83.3
Food
5.6
5.6
88.9
Household
8.3
8.3
97.2
Tour
2.8
2.8
100.0
Total
36
100.0
100.0
11
From the pie-chart above, 41.67% of 36 people choose clothes as their favorite online-bought
goods, the rest buy another items. That means, to some extent, clothes and related stuff are more
attractive to the customers. In fact, its really convenient to buy clothes online: time-saving, easy
to find, feedback and see the plot Instead of spending much time going around streets to find
something suit you, now you only need a click: all styles, all sizes are ready to serve. See that,
there is one person choosing tour. Nowaday, selling tour-online is developing and I think in the
future, this item will become more popular.
4. TRUST
This variable is measured following the incremental range from 0 to 10. 0 means totally distrust,
10 means totally trust in the quality of online goods.
Classes
0-3
4-7
8-10
Frequency
14
4
18
Relative frequency(%)
38.9
11.1
50.0
12
As we can see, most people rate their trust in quality of online goods above the median. The
highest rate is 19.4% at 8. Those interpretations tell us people have quite good attitude towards
the quality of online goods. The attitude comes from their own experience, or from what they
heard of. When buyers have good experience, they will have good attitude, and then they trust
you more. As the result, they buy more
Arithmetic
mean
5.64
x
Range
Variance
10
12.866
Standard
Deviation
3.58
Coefficient of variation
63.59%
x 1 + x 2+ + x n x i
=
=5.64
n
n
Var =
(x ix )2
i
=12.866
SD = Var=3.58
13
CV =
SD
=63.59
x
Percent
Valid Percent
Cumulative Percent
tra sau
tra truoc
26
10
72.2
27.8
72.2
27.8
72.2
100.0
Total
36
100.0
100.0
Prepayment 27.8%
72.2%
From the pie chart, we can conclude that deferred payment is preferred by most customers. The
number of people who prefer deferred payment is approciate three times as many as prepayment.
This fact is so understandable. Almost people feel afraid of the risk they may face when making
prepayment.
14
0-3
hinh thuc tra
tien
tra sau
11
13
26
tra
truoc
10
Total
14
4
18
We can see that if customers trust increase, theyd prepayment.
36
6. FRIEND
The variable Friend tells whether friends or relatives of customer tell them about online goods.
Encode 1 as yes, 0 as no
ban be hoac nguoi than gioi thieu
Frequency
Percent
Valid Percent
Cumulative Percent
khong
27
75.0
75.0
75.0
co
25.0
25.0
100.0
Total
36
100.0
100.0
Yes 25%
no 75%
From the pie chart, we see that friends do not usually tell buyers about online goods. Only 25%
say yes to the question.
This fact is not good for the sellers. Customers always are the best ones for marketing for the
goods. A friend tells another about the wonderful goods she bought online, and how fast the
delivery is, and how nice the after-sales service the seller provides.Its what all the sellers want.
7. DISCOUNT
This variable tells us the price of online good is cheaper or more expensive than the goods sold
at stores. Encode 1 as cheaper, 0 as not cheaper
15
Percent
Valid Percent
Cumulative Percent
dat
10
27.8
27.8
27.8
re
26
72.2
72.2
100.0
Total
36
100.0
100.0
Expensive 27.8%
72.2%
From the pie chart, we can see that most of the online goods are sold at lower price than at the
store. This is an advantage of buying online. Lower price is reasonable because online shops do
not have to pay for the location; they hire fewer staffs and most retail stores of small size dont
have to pay tax. As operating cost is much lower, the price of goods and services they provide
must be lower.
8. DISTANCE
The variable Distance tells the distance between customers house and the store where they
buy the goods.
16
DISTANCE
MiN
Max
Mean
khoang
1.00
cach
600
75.361
usual
less than
100 km.
9.
TRANS
This variable tells us the average time buyers receive their goods after they make online order.
Classes(day)
1-6
7-14
>14
Frequency
27
8
1
Relative frequency
75%
22.2%
2.8
17
From the table and histogram, we can see that the most common delivery time is between 3 and
5 days. The shops may be in the same city or in the city nearby or the goods are shipped by air.
Some people says they wait more than 10 days for the goods to be delivered, in this case, these
goods might be shipped by road from another city or another country.
The length of delivery time is another factor affecting the decision of buyers to buy online or
not. If the time is too long, they might think of another way to buy the good.
Arithmetic
mean
5.14
x=
Range
Variance
29
30.352
Standard
Deviation
5.509
Coefficient of variation
107.17%
x1 + x 2+ + x n x i
=
=5.14
n
n
Var =
(x ix )2
i
=30.352
SD = Var=5.509
CV =
SD 5.509
=
100 =107.17
x
5.14
18
H0 :
H1:
=5
Hypothesis Testing
1.
>5
One-Sample Test
Test Value = 5
df
Sig. (2tailed)
.696
35
.491
95% Confidence
Interval of the
Difference
Mean
Difference
Lower
Upper
.722
-1.38
2.83
Sig. (2-tailed) < 0.05 : Reject H 0, accept H1. Its mean consumers buy more than 5 goods
last year.
2.
19
Correlations
tuoi
Spearman's
rho
tuoi
Correlation
Coefficient
Sig. (2-tailed)
N
Correlation
Coefficient
Sig. (2-tailed)
N
1.000
.460**
.005
36
36
.460**
1.000
.005
36
36
Sig. (2-tailed) < 0.05 : Reject H0, accept H1. Its mean Age and times have Contact correlation
F.
Time: y
Trust: x
Population regression model
y=
0+
xi +
In which,
y: The number of time buying online
x: Whether the trust in buying online
20
Coefficients
Standardized
Unstandardized Coefficients
B
Coefficients
Std. Error
1.127
.226
(Constant)
-.631
1.506
Beta
t
.650
Sig.
4.981
.000
-.419
.678
Y = -0.636+ 1.127 X
Model Summary
R
.650
Adjusted R
Square
R Square
.422
.405
4.800
ANOVA
Sum of Squares
df
Mean Square
Regression
571.708
571.708
Residual
783.514
34
23.045
1355.222
35
Total
F
24.809
Sig.
.000
21
In conclusion,
We have b1 = 1.127=> the average times of buying goods online increase by 1.127 (times) when
consumers trust increse 1 unit buying online.
We have b0 = -0.636=> when consumers dont believe in buying online, they wont buy
anything.
We have R2 = 0.422 => It means that the variable Trust determine about 42% of the value of
times. In other words, the belief of customers determines about 42% of the number of times the
customers shop online. This number is larger, so it proves it plays an important role in the
behavior of online shopping.
2. Multiple Regression Model of Times and the most
important variables:
We consider:
Time: y
Friend: x1
Trust: x2
Discount: x3
Unstandardized
Coefficients
Model
(Constant)
Std. Error
-1.182
2.103
1.971
1.900
1.095
.329
Standardized
Coefficients
Beta
Sig.
-.562
.578
.139
1.037
.307
.233
.631
4.696
.000
1.825
.024
.181
.858
a. Dependent Variable: ban mua online bao nhieu lan trong nam qua
^
Model
R
.665a
R
Square
.442
Adjusted R
Square
.390
R2 = 0.442 => It means that these three variables determine about 44.2% of the value of times.
III.
CONCLUSION
A.
Through our survey and analysis, we can see that there are a number of factors influencing on
the trend of shopping online, including both objective and subjective factors.
23
Even though we have tried our best, there may still be mistakes during the research due to the
range of time and knowledge. However, through this research, we have learned a lot about
carrying out survey and analyze data collected so that we could give out useful information for
the ones who have been and will be doing online business.
B.
Disadvantages:
- Finding suitable independent variables that make it easy to collect data.
- Group members cannot directly communicate with one another to discuss and complete the
assignment.
Advantages:
- We receive much help from the instructor as well as our friends during the research.
------THANK YOU------
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