MINISTRY OF EDUCATION AND TRAINING
UNIVERSITY OF ECONOMICS HO CHI MINH CITY
HỒ TRỌNG NGHĨA
ONLINE SHOPPING WELL-BEING AS A CONSEQUENCE OF
SHOPPING VALUE, TRUST AND IMPULSE BUYING: A DUALITY
APPROACH
MAJOR: BUSINESS ADMINISTRATION
CODE: 9340101
PHD THESIS SUMMARY
HO CHI MINH CITY - 2020
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Coâng trình ñöôïc hoaøn thaønh taïi:
...................................................................................................
Ngöôøi höôùng daãn khoa hoïc: PGS. TS. Nguyễn Thị Mai Trang
(ghi roõ hoï teân, chöùc danh khoa hoïc, hoïc vò)
Phaûn bieän 1: ...............................................................................
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Phaûn bieän 2: ...............................................................................
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Phaûn bieän 3: ...............................................................................
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Luaän aùn seõ ñöôïc baûo veä tröôùc Hoäi ñoàng chaám luaän aùn caáp
trường hoïp taïi
...................................................................................................
Vaøo hoài giôø ngaøy thaùng naêm
Coù theå tìm hieåu luaän aùn taïi thö vieän: .........................................
...................................................................................................
(ghi teân caùc thö vieän noäp luaän aùn)
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ABSTRACT
There are some significant gaps in studying consumers’ shopping well-being
that need to be fulfilled. Specifically, how shopping values impact trust attitude and
impulse buying behavior in the online shopping context has not been clear. Besides,
online shopping well-being has rarely been explained by the dual processes from
shopping value, trust and impulse buying. In addition, moderating effects of
extraversion and self-control traits and differences across the online versus the
offline shopping contexts are unexplored. By adopting the duality approach, two
studies conducted in Ho Chi Minh City validated the dual associations between
shopping values and trust, and between shopping values and impulse buying.
Besides, shopping well-being is determined affectively by trust in the online
shopping context and positively predicted by both cognitive and affective impulse
buying. In addition, moderating effects of extraversion and self-control traits were
validated. Finally, similarities and differences between the online and the offline
shopping contexts, in term of the studied associations, were clearly found.
This study contributes to the literature by applying a duality approach to
confirm the significant role of shopping values in determining trust and impulse
buying that, in turn, positively predict shopping well-being. As a result, this study
provides a deeper understanding about if and why online shopping well-being is
more affect-based. This research also introduces an appropriate theoretical
framework for studying impulse buying - the duality approach and validates the
positive consequence of this shopping motive. In addition, the validated moderating
role of extraversion and self-control contribute to a better understanding of
consumers’ personalities. Further, the findings provide a clearer picture illustrating
similarities and differences across the two shopping contexts.
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PUBLICATIONS OF THE RESEARCH
1. Nghia, H.T., & Trang, N.T.M. (2019). The impact of shopping values on impulse
buying: The duality approach. Proceedings of the International conference on
Business and Finance 2019 - Accounting, Business and Management (ICBF2019),
74-89, ISBN: 978-604-922-764.
2. Nghia, H.T., Olsen, S.V., & Trang, N.T.M. (2020). Shopping value, trust, and
online shopping well-being: A duality approach. Marketing Intelligence & Planning,
38(5), 545-558. https://doi.org/10.1108/MIP-08-2019-0411.
3. Nghia, H.T., Olsen, S.O., & Trang, N.T.M. (2021). A dual process on shopping
well-being across shopping contexts: the role of shopping values and impulse
buying. Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No.
ahead-of-print. https://doi.org/10.1108/APJML-09-2020-0668
LIST OF FIGURES AND TABLES
Figure 2.1: Overall conceptual model ...................................................................... 6
Figure 2.2: Research models of study 1 and study 2 ................................................ 6
Figure 3.1: Research model of study 1 ..................................................................... 7
Figure 4.1: Research model of study 2 ..................................................................... 9
Table 3.1: Structural paths........................................................................................ 8
Table 4.1: Structural equation model results .......................................................... 11
Table 4.2: Offline vs Online differences ................................................................ 12
TABLE OF CONTENTS
Abstract ................................................................................................................... ii
Publication of the research ..................................................................................... iii
List of figures and tables ........................................................................................ iii
Table of contents .................................................................................................... iii
CHAPTER 1 - INTRODUCTION ....................................................................... 1
1.1. Research problems ......................................................................................... 1
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1.2. Research gaps .................................................................................................. 2
1.3. Research objectives ......................................................................................... 2
1.4. Overall research methods ............................................................................... 3
CHAPTER 2 – LITERATURE REVIEW AND OVERALL MODEL ............. 3
2.1. Research constructs and theoretical background ......................................... 3
2.1.1. Shopping well-being ...................................................................................... 3
2.1.2. Shopping value .............................................................................................. 3
2.1.3. Consumer trust .............................................................................................. 4
2.1.4. Impulse buying .............................................................................................. 4
2.1.5. Extraversion and Self-control ....................................................................... 5
2.1.6. Duality approach ........................................................................................... 5
2.2. Overall research model .................................................................................. 5
CHAPTER 3 – STUDY 1: SHOPPING VALUE, TRUST AND ONLINE
SHOPPING WELL-BEING: A DUALITY APPROACH .................................. 7
3.1. Research model and hypotheses .................................................................... 7
3.2. Research methods, data analysis and results ............................................... 7
CHAPTER 4 – STUDY 2: A DUAL-PROCESS ON SHOPPING WELL-
BEING ACROSS SHOPPING CONTEXTS: THE ROLE OF SHOPPING
VALUES AND IMPULSE BUYING .................................................................... 9
4.1. Research model and hypotheses .................................................................... 9
4.2. Research methods, data analysis and results .............................................. 10
CHAPTER 5 – CONCLUSION .......................................................................... 12
5.1. Research results and discussion ................................................................... 12
5.2. Implications.................................................................................................... 14
5.2.1. Implications for theory ................................................................................ 14
5.2.2. Implications for practice ............................................................................. 15
REFERENCES ..................................................................................................... 16