Davis, D. Fred, And Arbor, Ann. (1989), Perceived Usefulness, Perceived Ease Of Use, And User Acceptance Of Information Technology. Mis Quarterly September 1989.

5. Cheung CMK, Lee MKO (2005), Research Framework for Consumer Satisfaction with Internet Shopping. City University of Hong Kong, China. Sprouts: Working Papers on Information Systems, 5(26) . http://sprouts.aisnet.org/5-26.

6. Davis, D. Fred, and Arbor, Ann. (1989), Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology . MIS Quarterly September 1989.

7. Dan Wang, Liuzi Yang (2010), Customer Buying Behavior – Online Shopping towards electronic product , Umea School of Business.

8. Hair et al (1998), Multivariate Data Analysis, Prentice-Hall International, Inc

Philip Kotler (2006), Marketing management, chapter 3, page 70.

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Multivariate Data Analysis, Fifth Edition. Prentice-Hall International, Inc.

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13. Salehi, M. (2012), Consumer Buying Behavior towards Online Shopping Stores in Malaysia. International Journal of Academic Research in Business and Social Sciences, 2(1).

APPENDIX 1: MINUTES OF QUALITATIVE RESEARCH GROUP DISCUSSION

I. Time and place

- Time: 9:00 a.m., September 30, 2018.

- Location: Bien Hoa city, Dong Nai province.

II. Participants

- Group of experts (05 people).

- Frequent online shoppers (10 people).

- Author of the research topic.

III. Content

- The author presents the purpose, requirements and preliminary scale table. The author discusses with experts about the factors affecting customer satisfaction when shopping online, the observed variables for each scale of the components in the model. Re-evaluate the content of the scale so that the participants of the qualitative survey can review the content of their results to see if there is anything that needs to be adjusted, whether the scale is easy to read or not, whether any observed variables need to be added or removed or not.

- Agree with the author's model, however, there are still the following comments: For the factor Website structure (design), experts agree to add the variable Easy interaction on website tools and for the factor Security level, safety add the variable Secure shopping behavior. Experts and 10 customers participating in the qualitative research believe that these variables are important and suitable for current social trends.

IV. Conclusion

The initial model had 21 observed variables. After group discussion, it was agreed to add 02 more observed variables as above. So the completed model includes 23 observed variables of 05 factors affecting customer satisfaction when shopping online.

The minutes were unanimously approved and ended at 11:00 a.m. the same day.

APPENDIX 2: QUANTITATIVE RESEARCH QUESTIONNAIRE

Hello!

In order to complete the Master's thesis in Economics with the topic "FACTORS AFFECTING CUSTOMER SATISFACTION WHEN

SHOPPING ONLINE”, please take a few moments to answer the following questions by marking (x) in the boxes below.

The survey is purely for scientific research purposes and all your information will be kept confidential and will not be used for any other purpose in any form.

Obligatory

Have you made any online purchases in the past 6 months?

 Go to sentence 2

 Do not end the interview

Who decides your purchase:

 Decide for yourself to go to sentence 3

 No End of interview Where did you learn about the sales website?:

 Friends and relatives recommend

 Email

 Online advertising

 Flyers, advertising posters

 Advertising in newspapers and television

 Use search engines

 Other ………………………… (please specify) Where do you live?

 Bien Hoa City, Dong Nai

 Elsewhere

Please indicate your level of agreement when shopping online with the following statements:

Completely

disagree

No coin

idea

No idea

ants

Agree

Completely

Agree

Maybe you are interested!

Sentence

ask

	Survey questions	Levels Agree
Convenience			1	2	3	4	5
1	DEDANG1	Save time shopping (can buy anywhere) where, when)
2	DEDANG2	More cost effective than purchasing normally
3	DEDANG3	Easy shopping with few steps
4	DEDANG4	Easily compare prices and product information
Product characteristics			1	2	3	4	5
1	HANGHOA1	Always meet the quantity of goods ordered
2	HANGHOA2	Wide range of products to choose from
3	HANGHOA3	Quality information is clear and accurate
4	HANGHOA4	Provide full product information
Website structure (design)			1	2	3	4	5
1	WEB1	Logical directory structure and links
2	WEB2	Design, interface is eye-catching and attracts viewers
3	WEB3	Quick visibility on click
4	WEB4	Simple, clear and effective content
5	WEB5	New information is always updated
6	WEB6	Easy interaction on website tools

Sentence

ask

	Survey questions	Levels Agree
Security level			1	2	3	4	5
1	ANTOAN1	Transaction and payment process is guaranteed safe. whole
2	ANTOAN2	Secure shopping behavior
3	ANTOAN3	Have a policy and commitment to protect personal information for customers
4	ANTOAN4	Verify transactions with customers (via email or phone)
Customer service			1	2	3	4	5
1	SERVICE1	Have a reasonable compensation for complaints
2	SERVICE2	Ready to support customers before and after purchase (customer care)
3	SERVICE3	Beautiful packaging and guaranteed safety
4	SERVICE4	Delivery on time as promised
5	SERVICE5	Easy return policy
Customer satisfaction			1	2	3	4	5
1	HAILONG1	Satisfaction level when shopping online
2	HAILONG2	Level of enjoyment when shopping online
3	HAILONG3	Level of trust when buying online
4	HAILONG4	You will repeat online purchases

III. Please provide some personal information about yourself.

1. Gender

 Male  Female

Which age group do you belong to below:

 Under 25 years old

 From 25 to 34 years old

 From 35 to 49 years old

 Over 49 years old

Please indicate your occupation.

 Office staff

 Workers

 Students

 Other occupations

Please tell us your average monthly income.

 Under 4 million

 From 4 million to under 7 million

 From 7 million to under 10 million

 ≥ 10 million

Please tell us your education level?

 General

 Secondary, College

 University

 Postgraduate

 Other

Thank you very much for your cooperation.

APPENDIX 3: DESCRIPTION OF STUDY SAMPLE BY DEMOGRAPHIC CHARACTERISTICS

GT1

Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Male	34	13.2	13.2	13.2
	Woman	223	86.8	86.8	100.0
	Total	257	100.0	100.0

Age

Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Under 25	41	16.0	16.0	16.0
	25-34	166	64.6	64.6	80.5
	35-49	45	17.5	17.5	98.1
	On 49	5	1.9	1.9	100.0
	Total	257	100.0	100.0

Listen

Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Office	170	66.1	66.1	66.1
	Employee	15	5.8	5.8	72.0
	Student	37	14.4	14.4	86.4
	Other	35	13.6	13.6	100.0
	Total	257	100.0	100.0

Income

Frequency	Percent	Valid Percent	Cumulative Percent
Valid	<=4 million	36	14.0	14.0	14.0
	5-7 million	80	31.1	31.1	45.1
	7-9 million	121	47.1	47.1	92.2
	>=10 million	20	7.8	7.8	100.0
	Total	257	100.0	100.0

Study

Frequency	Percent	Valid Percent	Cumulative Percent
Valid	general	51	19.8	19.8	19.8
	Intermediate, college	86	33.5	33.5	53.3
	University	104	40.5	40.5	93.8
	After DH	7	2.7	2.7	96.5
	Other	9	3.5	3.5	100.0
	Total	257	100.0	100.0

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