BUSINESS ONLINE BEHAVIOR OF

PEOPLE IN DANANG CITY

Statistics for management

NGUYEN NHU NGUYEN
Da Nang, Viet Nam, 2022
 ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 5 HND Diploma in Business

Unit number and title Unit 42 - Statistics for Management

Submission date Date Received 1st submission

Re-submission Date Date Received 2nd submission

Student Name NGUYEN NHU NGUYEN Student ID GBD210329

Class Assessor name PHAM QUANG TIN

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1. Introduction
1.1. Background of the topic
Consumers have been using the Internet for their buying requirements and concerns throughout
the past ten years. The Miniwatts Marketing Group's analysis indicates that there are around two
billion Internet users worldwide. Numerous studies have shown that increased Internet usage
increases the likelihood of online purchases. There have been numerous reports in recent months
about how successful websites like Google.com, Facebook.com, Twitter.com, Ebay.com, and
Amazon.com are for conducting business. This study will focus on the nature of internet commerce
and the factors that influence customers' propensity to make purchases online.

With more than 30% of the population using the internet, Vietnam is presently the 8th most
internet-user-rich country in the world and has set a record for the percentage of its population
using the internet. Indeed, this market has a lot to offer. The central Vietnamese city of Da Nang is
no exception, with 90% of its residents choosing online business as their forte. Da Nang also offers a
wide variety of high-quality internet services. There is a rapid expansion of many high-speed
connection service types. Because of how convenient 3G mobile infrastructure is to use, internet
access services have experienced enormous development in recent years. Despite the low capital
investment, online business is quite successful. For businesses, it offers free marketing resources.
With an internet business, suppliers may sell their products to millions of individuals at nearly no
cost thanks to the quick development of social networks like Facebook and Tiktok, social media
platforms like Youtube, and blog communities (WordPress, Blogger).

1.2. The reasons why you choose the topic

Since the advent of technology 4.0, online shopping and selling have been more common and
convenient than before. Additionally, when the Covid-19 epidemic spread quickly across many
nations, online shopping was the best option to replace the conventional methods of buying and
selling. The advantages of conducting business online are straightforward: low capital requirements,
a variety of communication channels, and high profits.

Aside from being affordable, doing business online is also quite successful. While starting a business
in the traditional manner, you would lose a lot of money on the upfront fees of opening a store.
However, when operating an internet business, the cost of renting stores and warehouses is
practically nonexistent. Additionally, this trading method allows businesses to reach the global
market easily. Being able to run a business online from anywhere, around the clock, is what makes
it so attractive. Online businesses can make money every second, even while you are asleep
because they have no physical locations and no set business hours. The potential for your firm to
expand is enormous because internet commerce is not geographically constrained and because of
the effective Internet Marketing instruments available. Additionally, you can utterly defeat other
"heavyweight" traditional company rivals with the correct techniques. With an Internet Marketing
system, unlike traditional businesses, you are not constrained by employees or time; your items
may still be promoted to buyers at any time, even while you are in operation sleep.

The straightforward social network lets you chat and make friends with people from around the
world while promoting your business. Customers and business partners may effortlessly browse
your company's website and discover more about you from anywhere in the world.

1.3. Objectives of the topic

The first section of this research paper is a survey on online business practices that was created to
serve as a theoretical foundation for this research topic. The second section of this paper is an
examination of the current state of online business. In recent years, as trade floors have tended to
develop, people in Da Nang have engaged in internet business. Additionally, the poll aids companies
operating on such e-commerce platforms in identifying issues and developing business plans that
are in step with Da Nang residents' current preferences.

1.4. Scope of the topic

The six common online sales characteristics that were used to generate the survey above were
chosen to gauge Da Nang residents' thoughts. These include the quality of the website, what
influences people's purchasing decisions, their attitudes and sentiments when shopping online, how
they perceive the risks associated with utilizing shopping websites, and finally, what Da Nang
residents intend to do when they use e-commerce platforms. There will also be questions about
demographic features in addition to the ones stated above. All age groups participated in the study
in Da Nang city. The study project's time frame is November 17, 2022, through November 30, 2022.

1.5. Meaning of the study

To analyze the online business behavior in the chosen young customer segment based on that
factor, I will primarily rely on the opinions that the survey gathers from Da Nang residents in this
research and survey analysis. Prior to that, I will outline all the factors that will be used to conduct
the survey for this article, analyze the results, and determine the impact of each factor on how
people choose to sell their goods online. Danang. Finally, examine the percentage of income based
on the survey responses.
2. Literature review

2.1. Business online behavior

Selling products online is one way of conducting business online. selling online using well-liked sales
channels like business websites, social networking sites, and e-commerce platforms. Both
consumers and sellers conduct business using smart gadgets like phones or computers, especially
in the digital age.

2.1.1. Learning factors affecting online business

2.1.2. Online purchasing intention.
Online purchase intention is an indicator that is used to reach the goal of actual behavior purchase
(Lee and Lee, 2015). The actual purchase behavior of the consumer is dichotomous, that is, either
the consumer has to purchase or not purchase the product (Lee and Lee, 2015)

2.1.3. Awareness
Consumer decision-making regarding a product is influenced by brand awareness. When a
consumer is ready to make a purchase, he thinks about the brand. If the consumer is
knowledgeable about his brand, he will have more purchasing chances and consistently make
prudent financial judgments.

2.1.4. Usability
Usability refers to how effectively, efficiently, and satisfactorily a particular user can use a product or
design in a particular context. Through achieve optimal usability, designers typically test a design at
every stage of production, from wireframes to the finished product.

2.1.5. Enjoyment
"Customer satisfaction is a customer's overall attitude toward a service provider, or an emotional
response to the difference between what the customer expects before and what they receive, for
the fulfillment of some need, goal, or desire," assert Hansemark and Albinsson in 2004.

2.1.6. Privacy issue

In the business environment, privacy refers to the decision to use consumer data that has been
gathered in a safe, secure, and legal manner. Businesses having a culture that values privacy: Obtain
the user's express consent before tracking, opting in, or sharing data. Gather information that is
strictly necessary and compliant with laws.

2.1.7. Demographic
"Demographics" refers to a broad range of population characteristics, including gender, age,
education level, BMI, etc. Organizations use it because it improves their comprehension of the
target market. Particularly the demographic portion of the survey will assist businesses in
identifying their student target market and promoting fast food goods and services that are
appropriate for that market.

3. Methodology

Identify the differences between qualitative and quantitative raw data analysis.
- Qualitative methods:
- Quantitative methods
+ Descriptive statistics applied to the business data:
ü Measures of Central Tendency:
Mean: The mean of a data set is the average of all the data values
∑ 𝑥!
𝑥̅ =
𝑛
Mode: The mode of a data set is the value withgreatest frequency.
Mo=𝑋"# ó𝑓"# = 𝑀𝑎𝑥(𝑓! )
Median: The median of a data set is thevalue in the middle when the data itemsare arranged in
ascending order.
Me = 𝑋("#$)
&
$" %$ "
( & #$)
Me = &
&
ü Measures of Variability:
Variance: The variance is the average of thesquared differences between each data valueand the
mean
∑(𝑥! − 𝑥̅ )&
𝑠& =
𝑛−1
Standard deviation:
S = √𝑆 &

4. Data and data sources

4.1. Design survey
Business online behavior has 3 items (BOB1; BOB2; BOB3) and written by Cha Jiyoung (2011)

Table 1 THE QUESTION OF BUSINESS ONLINE BEHAVIOR (BOB)

No. Symbol Content References

1 BOB1 I intend to purchase real items over the Internet.

It is likely that I will purchase real items over the

2 BOB2 (Jiyoung, 2011)
Internet.
3 BOB3 I expect to purchase real items over the Internet.
The awareness business online has 3 items (ABOB1; ABOB2; ABOB3) and written by Cha Jiyoung

(2011)

Table 2: THE QUESTION OF AWARENESS BUSINESS ONLINE BEHAVIOR (ABOB)

No. Symbol Content References

Shopping via the Internet is (would be)

1 ABOB1
useful for me.
Shopping via the Internet makes (would
2 ABOB2 (Jiyoung, 2011)
make) me more efficient.
Shopping via the Internet makes (would
3 ABOB3
make) my life easier.

The usability business online has 3 items (UBOB1; UBOB2; UBOB3) and written by Cha Jiyoung
(2011)

Table 3: THE QUESTION OF USABILITY BUSINESS ONLINE BEHAVIOR (UBOB)

No. Symbol Content References

Learning to shop over the Internet is

1 UBOB1
(would be) easy for me.
It is (would be) easy to get Internet
2 UBOB2
shopping services to do what I want to (Jiyoung, 2011)
do.
Internet shopping is (would be) easy to
3 UBOB3
use.

The enjoyment business online has 4 items (EBOB1; EBOB2; EBOB3, EBOB4) and written by Cha
Jiyoung (2011)

Table 4: THE QUESTION OF ENJOYMENT BUSINESS ONLINE BEHAVIOR (EBOB)

No. Symbol Content References

I (would) find shopping over the Internet

1 EBOB1
to be enjoyable
(Jiyoung, 2011)
The actual process of shopping over the
2 EBOB2
Internet is (would be) pleasant.
 I (would) have fun shopping over the
3 EBOB3
Internet.
I (would) find shopping over the Internet
4 EBOB4
to be interesting.

The privacy issue business online has 3 items (PIBOB1; PIBOB2; PIBOB3) and written by Cha Jiyoung

(2011)

Table 5: THE QUESTION OF PRIVACY ISSUE BUSINESS ONLINE BEHAVIVOR (PIBOB)

No. Symbol Content References

I am concerned that the information I

PIBOB1
1 submit on the Internet could be
misused.
I am concerned about submitting
2 PIBOB2 information on the Internet because of (Jiyoung, 2011)
what others might do with it.
I am concerned about submitting
3 PIBOB3 information on the Internet because it
could be used in a way I did not foresee.

The term of demographic factor will consist of age, gender and education level, which is designed by
Jih, Chun Yeh Jih; Lun Hsiao Kun; Ning Yang Wei (2012)

Table 6: THE QUESTION OF DEMOGRAPHIC (DMG)

No. Symbol Content References

1 DMG1 Gender

2 DMG2 Age (Jih, et al., 2012)

3 DMG3 Education

4.2. Collecting Data:

Using 2 secondary data sources from journal and article to do lecture review and design survey. The
focus of the paper is on using primary data from online data sources. Investigation by link
https://forms.gle/66rUebLt9L1ondwu6

5. Result
5.1. Research Sample

Variable Frequency Percent

Under 20 years old 18 17,8

Age From 20 to 22 years old 52 51,5

Over 22 years old 31 30,7

Male 42 41,6
Gender
Female 59 58,4

First year 9 8,9

Second year 33 32,7

Education Third year 5 5,0

Over third year 20 19,8

Went to work 34 33,7

TOTAL 100 100

5.2. Descriptive statistics analysis
Table 7: The mean mode median of business online behavior factor

No Symbol Content Mean Median Mode

1 BOB1 I intend to purchase real items over the Internet. 4.17 5.00 5.00

2 BOB2 I expect to purchase real items over the Internet. 3.90 4.00 5.00

It is likely that I will purchase real items over the

3 BOB3 4.12 4.00 5.00
Internet.

No Symbol Content Deviation Variance

1 Learning to shop over the Internet is (would 1,21239 1,470

be) easy for me.

2 It is (would be) easy to get Internet shopping 1,04398 1,090

services to do what I want to do.

3 Internet shopping is (would be) easy to use. 1,29630 1,680

6. Conclusion
REFERENCES

APPENDIX

SURVEY ON THE BEHAVIOR OF SELLING ONLINE INSTEAD OF SELLING AT A STORE

Welcome to this survey!

This poll aims to determine whether buyers and sellers in Da Nang prefer online or in-person transactions.
It takes about 7 minutes to complete the 23 questions in this survey. Please respond as best you can.

Your data will be kept private and used just for research.

We appreciate you taking part!

 A. Content:

No. Items Option

I. THE QUESTION OF BUSINESS ONLINE BEHAVIOR

1 I intend to purchase real items over the Internet. 1 2 3 4 5

2 It is likely that I will purchase real items over the Internet. 1 2 3 4 5

3 I expect to purchase real items over the Internet. 1 2 3 4 5

II. THE QUESTION OF AWARENESS BUSINESS ONLINE BEHAVIOR

1 Shopping via the Internet is (would be) useful for me. 1 2 3 4 5

2 Shopping via the Internet makes (would make) me more efficient. 1 2 3 4 5

3 Shopping via the Internet makes (would make) my life easier. 1 2 3 4 5

III. THE QUESTION OF USABILITY BUSINESS ONLINE BEHAVIOR

1 Learning to shop over the Internet is (would be) easy for me. 1 2 3 4 5

It is (would be) easy to get Internet shopping services to do what I

2 1 2 3 4 5
want to do.

3 Internet shopping is (would be) easy to use. 1 2 3 4 5

IV. THE QUESTION OF ENJOYMENT BUSINESS ONLINE BEHAVIOR

1 I (would) find shopping over the Internet to be enjoyable 1 2 3 4 5

The actual process of shopping over the Internet is (would be)

2 1 2 3 4 5
pleasant.

3 I (would) have fun shopping over the Internet. 1 2 3 4 5

4 I (would) find shopping over the Internet to be interesting. 1 2 3 4 5

V. THE QUESTION OF PRIVACY ISSUES BUSINESS ONLINE BEHAVIOR

I am concerned that the information I submit on the Internet could

1 1 2 3 4 5
be misused.

I am concerned about submitting information on the Internet

2 1 2 3 4 5
because of what others might do with it.
 I am concerned about submitting information on the Internet
3 1 2 3 4 5
because it could be used in a way I did not foresee.

B. Demographic

Question 1: Gender:

1.Male 2.Female

Question 2: Year of birth:

1.Under 20 years old. 2.From 20-22 years old. 3.Over 22 years old

Question 3: Level of student:

1.First year. 2.Second year 3.Third year 4.Over third year 5. Went to work

Thank you for taking the time to participate in my review.