학술논문
Marital Status and Satisfaction of Online Shoppers in the Beauty and Cosmetic Sector in Vietnam
이용수 0
- 영문명
- 발행기관
- 한국유통과학회
- 저자명
- Thuan Thi Nhu NGUYEN Lubor HOMOLKA
- 간행물 정보
- 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.2, 1005~1015쪽, 전체 11쪽
- 주제분류
- 경제경영 > 경제학
- 파일형태
- 발행일자
- 2021.02.28
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국문 초록
영문 초록
We investigate the impact of marital status on the levels of satisfaction of online shoppers in the beauty and cosmetics industry in Vietnam. We find a significant difference in satisfaction between married and divorced/separated online shoppers. More specifically, the latter reveals higher level of satisfaction than the former. Extended analyses further show that this finding is only observed for female online shoppers whilst it is insignificant for their male counterparts. Moreover, we find significant differences in determinants of customer satisfaction between three different groups of online shoppers: single, married, and divorced/separated. While married individuals’ satisfaction is affected by all factors (Online shopping experience; Seller Services; External Incentives; Security/Privacy), that of their divorced/separated peers are influenced by only seller services and external incentives. Also, single participants are satisfied with their online shopping driven by their online shopping experience and external incentives. Our findings contribute to the stream of customer satisfaction literature, and to the studies in beauty and cosmetics sector as well as online shopping trends in Vietnam. They contain implications for existing online businesses and new or potential market entrants as to which customer demographic factors have significant influences in terms of customer psychology, behaviour and their satisfaction.
목차
1. Introduction
2. Literature Review
3. Research Methods and Materials
4. Findings
5. Conclusion
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