Gender Differences in Determinants of Customer Satisfaction in Beauty and Cosmetic E-commerce in Vietnam

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F20%3A63525196" target="_blank" >RIV/70883521:28120/20:63525196 - isvavai.cz</a>

Výsledek na webu

<a href="https://www.jafeb.org/journal/viewFullTextArchive.do" target="_blank" >https://www.jafeb.org/journal/viewFullTextArchive.do</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.13106/jafeb.2020.vol7.no10.811" target="_blank" >10.13106/jafeb.2020.vol7.no10.811</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Gender Differences in Determinants of Customer Satisfaction in Beauty and Cosmetic E-commerce in Vietnam

Popis výsledku v původním jazyce

This study investigates the gender differences in determinants of customers’ satisfaction when purchasing online beauty and cosmetics products in Vietnamese market. To do so, we construct a data set via online survey of 419 Vietnamese customers including both males and females, and examine such sample using t-tests and multiple regressions. Our regression model is constructed based on our five-construct model including online shopping experience, customer service, external incentives, security and privacy, and personal characteristics. The t-tests results reveal that the mean difference of customer satisfaction (negative coefficient) between the two groups of customers (females and males) is statistically significant. This suggests that the purchasing satisfaction of male customers is significantly higher than that of their female counterparts. Similarly, we also find that male customers are more satisfied with their online shopping experience, customer service and external incentives offered by the online sellers than female peers. Furthermore, regression results for full sample show that, on average, the online shopping experience, customer service and external incentives are significantly and positively related to customer satisfaction. Yet, such positive effect of customer service on customer satisfaction is more likely for males while females’ satisfaction is more positively influenced by security and privacy.

Název v anglickém jazyce

Gender Differences in Determinants of Customer Satisfaction in Beauty and Cosmetic E-commerce in Vietnam

Popis výsledku anglicky

This study investigates the gender differences in determinants of customers’ satisfaction when purchasing online beauty and cosmetics products in Vietnamese market. To do so, we construct a data set via online survey of 419 Vietnamese customers including both males and females, and examine such sample using t-tests and multiple regressions. Our regression model is constructed based on our five-construct model including online shopping experience, customer service, external incentives, security and privacy, and personal characteristics. The t-tests results reveal that the mean difference of customer satisfaction (negative coefficient) between the two groups of customers (females and males) is statistically significant. This suggests that the purchasing satisfaction of male customers is significantly higher than that of their female counterparts. Similarly, we also find that male customers are more satisfied with their online shopping experience, customer service and external incentives offered by the online sellers than female peers. Furthermore, regression results for full sample show that, on average, the online shopping experience, customer service and external incentives are significantly and positively related to customer satisfaction. Yet, such positive effect of customer service on customer satisfaction is more likely for males while females’ satisfaction is more positively influenced by security and privacy.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2020

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Journal of Asian Finance, Economics and Business

ISSN

2288-4637

e-ISSN

—

Svazek periodika

7

Číslo periodika v rámci svazku

10

Stát vydavatele periodika

KR - Korejská republika

Počet stran výsledku

16

Strana od-do

811-822

Kód UT WoS článku

000579151900079

EID výsledku v databázi Scopus

2-s2.0-85097184815