MINISTRY OF EDUCATION AND TRAINING
MINISTRY OF EDUCATION AND TRAINING
HO CHI MINH CITY UNIVERSITY OF ECONOMICS
Maybe you are interested!
-
Study on the impact of website quality on satisfaction and online booking intention of tourists in Ho Chi Minh City: The case of homestay tourism - 26 -
The Impact of Website Quality on Tourist Satisfaction and Purchase Intention - The Case of a Travel and Tourism Business - 14 -
Quality of partnership and its impact on business performance of Vietnamese travel agencies - 16 -
Research Model of the Impact of Website Quality on Purchase Intention Through Customer Satisfaction -
The impact of quality of work life on employee satisfaction: a case study of joint stock commercial banks in Ho Chi Minh City - 12
NGO THI HUYEN TRAN
RESEARCH ON THE IMPACT OF WEBSITE QUALITY ON SATISFACTION AND ONLINE BOOKING INTENTION OF TOURISTS IN HO CHI MINH CITY: CASE OF HOMESTAY TOURISM
MASTER'S THESIS IN ECONOMICS
Ho Chi Minh City – 2019
MINISTRY OF EDUCATION AND TRAINING
MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF ECONOMICS
NGO THI HUYEN TRAN
RESEARCH ON THE IMPACT OF WEBSITE QUALITY ON SATISFACTION AND ONLINE BOOKING INTENTION OF TOURISTS IN HO CHI MINH CITY: CASE OF HOMESTAY TOURISM
Major: COMMERCIAL BUSINESS Code: 8340121
MASTER'S THESIS IN ECONOMICS
SCIENTIFIC INSTRUCTOR:
Prof. Dr. NGUYEN DONG PHONG
Ho Chi Minh City – 2019
COMMITMENT
I hereby certify that the master's thesis "STUDYING THE IMPACT OF WEBSITE QUALITY ON SATISFACTION AND ONLINE BOOKING INTENTION OF TOURISTS IN HO CHI MINH CITY: CASE OF TOURISM
HOMESTAY” guided by Prof. Dr. Nguyen Dong Phong is my own independent and serious scientific research work. The data and results in the thesis are honest and have clear origins.
Author
Ngo Thi Huyen Tran
INDEX
COVER PAGE STATEMENT OF GUARANTEE TABLE OF CONTENTS
LIST OF ABBREVIATIONS LIST OF TABLES
LIST OF FIGURES LIST OF APPENDIXES SUMMARY
CHAPTER 1: OVERVIEW OF THE RESEARCH TOPIC 1
1.1 Reasons for choosing topic 1
1.2 Research objectives and research questions 5
1.2.1 Research objective 5
1.2.2 Research Question 6
1.3 Research object and scope 6
1.3.1 Research subjects: 6
1.3.2 Survey subjects: 7
1.3.3 Scope of research 7
1.4 Research methods 7
1.4.1 Preliminary research 7
1.4.1.1 Draft scale development: 7
1.4.1.2 Preliminary qualitative research 7
1.4.2 Official research: 8
1.5 Practical significance of the research topic 8
1.6 Structure of the thesis 8
CHAPTER 2: THEORETICAL BASIS AND RESEARCH MODEL 9
2.1 Overview of research topic 9
2.1.1 Concept of E-Commerce 9
2.1.2 Overview of Homestay tourism services 9
2.1.2.1 Is a type of community-based tourism (Community-Based Tourism
- CBT) 9
2.1.2.2 Benefits of Homestay 11
2.1.3 Channels for using online Homestay tourism services 13
2.1.3.1 Central reservation system (CRO) and Global Distribution Systems (GDS) 14
2.1.3.2 Online Travel Agents (OTA) 14
2.1.3.3 Hotel Brand Website...15
2.1.3.4 Hospitality Sharing Economy Platforms: The Case of Airbnb 15
2.1.4 Classification of Homestay types 17
2.2 Related theoretical models 18
2.2.1 Service quality 18
2.2.2.1 Traditional service quality 18
........................................................................................................................19 2.2.2.2 Online service quality ........................................................19
2.2.2.3 Website quality 20
2.2.3 Customer satisfaction 23
2.2.4 Consumer behavior. 26
2.2.4.1 Concept of purchasing behavior 26
2.2.4.2 Concept of online shopping behavior 26
2.2.4.3 Basic model for studying purchasing behavior 27
2.3 Previous studies 36
2.3.1 The impact of website quality factors on customer satisfaction in the context of B2C e-commerce (Lin, 2007) 36
2.3.2 Evaluation of customers' online service quality perceptions, satisfaction and purchase intention (Udo et al., 2010) 38
2.3.3 The impact of tourism website quality factors on customer satisfaction (Abbaspour and Hashim, 2015) 39
2.3.4 Hotel website quality, flow perception, satisfaction and purchase intention (Ali, 2016) 40
2.3.5 Perceived website service quality and its impact on e-loyalty (Jeon and Jeong, 2017) 42
2.3.6 Electronic Word of Mouth (E-WOM) in Homestay Booking: Successfully Expanding the Information System Model (Rizal, 2018) 43
2.3.7 The impact of website quality on tourist satisfaction and purchase intention: The case of a travel agency (Nuong, 2014) 44
2.4 Scientific basis of the proposed research model 45
2.4.1 Scientific basis of website quality model 45
2.4.2 Scientific basis of the relationship between online satisfaction and customer purchase intention. 48
2.5 Proposed research model and hypotheses 50
2.5.1 System Quality 50
2.5.1.1 Website design: 50
2.5.1.2 Interactivity: 51
2.5.2 Information Quality 52
2.5.2.1 Informativeness: 53
2.5.2.2 Security 53
2.5.3 Service Quality 54
2.5.3.1 Responsiveness 55
2.5.3.2 Trust 55
2.5.3.3 Empathy 56
2.5.4 Hypothesis on the relationship between satisfaction and consumer purchase intention 57
CHAPTER 2 SUMMARY 59
CHAPTER 3: RESEARCH DESIGN 60
3.1 Research process 60
3.1.1 Research methods 61
3.1.1.1 Developing a draft scale 61
3.1.1.2 Preliminary qualitative research 61
3.2.1.3 Formal quantitative research 62
3.1.2 Survey design 63
3.2 Building the 64 scale
3.2.1 Website Design Scale (WD) 64
3.2.2 Website Interactivity Scale (IT): 65
3.2.3 Website information scale (IF): 65
3.2.4 Website Security Scale (SE) 66
3.2.5 Website Responsiveness Scale (RE): 66
3.2.6 Website trust scale (TR): 67
3.2.7 Website Empathy Scale (EM) 67
3.2.8 Tourist Satisfaction Scale (SAT): 68
3.2.9 Purchase Intention Scale (PUI): 68
3.3 Official quantitative research sample: 69
CHAPTER 3 SUMMARY 70
CHAPTER 4: ANALYSIS OF RESEARCH RESULTS 71
4.1 Description of the research sample 71
4.2 Scale Evaluation 73
4.2.1 Cronbach's Alpha reliability assessment 73
4.2.2 Scale evaluation by exploratory factor analysis EFA 77
4.2.2.1 Results of factor analysis of website quality components (independent variables) 77
4.2.2.2 Results of factor analysis of the Tourist satisfaction scale (dependent variable 1) 82
4.2.2.3 Results of factor analysis of the Booking Intention scale (dependent variable 2) 84
4.3 Model testing and research hypotheses 86
4.3.1 Correlation analysis 88
4.3.2 Regression analysis 89
4.3.2.1 Multiple linear regression model 90
4.3.2.2 Simple linear regression model 95
4.3.3 Testing hypotheses 98
4.3.4 Detecting violations of necessary assumptions in linear regression 99