DA NANG UNIVERSITY OF ECONOMICS

------------------------

RESEARCH PAPER
The Trend of Purchasing Online of
People in Da Nang
Subject: STATISTICS FOR BUSINESS AND ECONOMICS

Instructor: Mr. Nguyen Van Cang

Class: 39K07-CLC
1.
2.
3.
4.

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.

The result of Survey:..................................................................................................................... 6

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.

Mean of times buying online....................................................................................................18

2.

Age & Times............................................................................................................................ 18

F. Simple Regression Model...............................................................................................................19

1.

Time & Trust............................................................................................................................ 19

2.

Multiple Regression Model of Times and the most important variables:..............................21

III.

CONCLUSION.............................................................................................................................. 22

A.

Main characteristics of the objective...........................................................................................22

B.

Advantages and Disadvantages during the research....................................................................22

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.
3

 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.

B. The result of Survey:

Total responses
Valid responses
Invalid responses
40
36
4
(4 responses are invalid because questionnaires are not completed)
No. SEX AGE JOB INC
1

24

3.8

Items
Cloth

TIMES SEARCH PAY FRIEND DISC TRANS DIST TRUST

10

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

Minimum Maximum Mean

19

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

R = the largest value the smallest value = 21 1 = 20

n

Var =

(x ix )2
i

=21.907

SD = Var=4.681
9

CV =

SD 4.681
=
100 =92.15
x
5.08

From these results, we can see that:

The average time the respondents searched for information online last year was 5.08 (times). The
numerical difference between the smallest and largest values of times searching online is 20
(times) and the standard deviation of variable times equals to 4.681. We can see they have a
very large difference among customers about the number of times searching online. We can see
that the coefficient of variation is fairly high, about 92.15%. It means that Da Nang customers
have far different tendency of searching information online.
2.
Classes
1-5
6-10
11-15
16-20
>20

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

R = the largest value the smallest value = 21

n

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

Percent Valid Percent

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

R = the largest value the smallest value = 10 0 = 10

n

Var =

(x ix )2
i

=12.866

SD = Var=3.58
13

CV =

SD
=63.59
x

From these results, we can see that:

The average trust rate of respondents shopping online last year is 5.64. Most respondents fairly
trust on online shopping. The numerical difference between the smallest and largest values of
trust degree is 10 and the standard deviation of variable trust equals to 3.58. We can see they
have a quite large difference among customers about trust rate on online shopping.
5. PAY
This variable tells us which type of payment customers prefer: prepayment or deferred payment.
Frequency

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

muc do tin tuong

4-7
8-10

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

mua re hoac dat hon

Frequency

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

We can see from the histogram that the most

usual

distance between store and customers house is

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

R = the largest value the smallest value = 30 - 1 = 29

n

Var =

(x ix )2
i

=30.352

SD = Var=5.509
CV =

SD 5.509
=
100 =107.17
x
5.14
18

From these results, we can see that:

The average delivery time is 5.14 (days). The numerical difference between the smallest and
largest values of delivery time is 29 (days) and the standard deviation of variable
transportation equals to 5.509. We can see they have a very large difference among customers
about the delivery time of goods. There are many single extreme values that make the average
value is not an exact representation of all values. Thus it is necessary to consider about the
relative term or the coefficient of variation. We can see that it is fairly high, about 107.17%
E.

H0 :
H1:

=5

Hypothesis Testing
1.

Mean of times buying online

>5

One-Sample Test
Test Value = 5

ban mua online

bao nhieu lan
trong nam qua

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.

Age & Times

H0 : Age and times dont have Contact correlation

H1 : Age and times have Contact correlation

19

Correlations

ban mua online bao

nhieu lan trong nam
qua

tuoi
Spearman's
rho

tuoi

Correlation
Coefficient
Sig. (2-tailed)
N

ban mua online

bao nhieu lan
trong nam qua

Correlation
Coefficient
Sig. (2-tailed)
N

1.000

.460**

.005

36

36

.460**

1.000

.005

36

36

**. Correlation is significant at the 0.01 level (2-tailed).

Sig. (2-tailed) < 0.05 : Reject H0, accept H1. Its mean Age and times have Contact correlation
F.

Simple Regression Model

1.

Time & Trust

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

muc do tin tuong

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

Std. Error of the Estimate

.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

The independent variable is muc do tin tuong.

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

Multiple Regression Model

22

= b0 + b1x1 + b2x2 + b3x3

Coefficientsa

Unstandardized
Coefficients
Model

(Constant)

Std. Error

-1.182

2.103

ban be hoac nguoi

than gioi thieu

1.971

1.900

muc do tin tuong

1.095

mua re hoac dat

hon

.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
^

= -1.182+ 1.971x1 + 1.095x2 + 0.329x3

We have:
+b1 = 1.971 means that the number of times buying online will increase on average by
1.971times when the respondents get the suggestions from friends or relatives.
+ b2= 1.095means that the number of times buying online will increase on average by 1.095
when trust on buying online increase 1 unit
+ b3= 0.329 mean that the average times of buying goods online increase by 0.329 times when
the respondents think the goods are cheaper.
Model Summary

Model

R
.665a

R
Square
.442

Adjusted R
Square

Std. Error of the

Estimate

.390

R2 = 0.442 => It means that these three variables determine about 44.2% of the value of times.
III.

CONCLUSION
A.

Main characteristics of the objective

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.

Advantages and Disadvantages during the research

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------

24