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Marital status and satisfaction of online shoppers in the beauty and cosmetic sector in Vietnam

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dc.title Marital status and satisfaction of online shoppers in the beauty and cosmetic sector in Vietnam en
dc.contributor.author Nguyen, Thuan Thi Nhu
dc.contributor.author Homolka, Lubor
dc.relation.ispartof Journal of Asian Finance, Economics and Business
dc.identifier.issn 2288-4637 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2021
utb.relation.volume 8
utb.relation.issue 2
dc.citation.spage 1005
dc.citation.epage 1015
dc.type article
dc.language.iso en
dc.publisher Korea Distribution Science Association (KODISA)
dc.identifier.doi 10.13106/jafeb.2021.vol8.no2.1005
dc.relation.uri http://koreascience.or.kr/article/JAKO202104142265641.page
dc.subject males en
dc.subject females en
dc.subject online shopping en
dc.subject satisfaction en
dc.subject beauty and cosmetics en
dc.subject Vietnam en
dc.description.abstract 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. © Copyright: The Author(s) This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (https://creativecommons.org/licenses/by-nc/4.0/) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1010235
utb.identifier.obdid 43882018
utb.identifier.scopus 2-s2.0-85100953412
utb.identifier.wok 000626982800095
utb.source j-scopus
dc.date.accessioned 2021-03-12T14:35:06Z
dc.date.available 2021-03-12T14:35:06Z
dc.description.sponsorship Internal Grant Agency of FaME TBU in Zlin [IGA/FaME/2020/011]; Southeast Asia region
dc.description.sponsorship IGA/FaME/2020/011
utb.contributor.internalauthor Nguyen, Thuan Thi Nhu
utb.contributor.internalauthor Homolka, Lubor
utb.fulltext.sponsorship The authors are thankful to the Internal Grant Agency of FaME TBU in Zlín no. IGA/FaME/2020/011 - Investigation of the current economic topics in the Southeast Asia region for financial support to carry out this research
utb.wos.affiliation [Thuan Thi Nhu Nguyen] Tomas Bata Univ Zlin, Fac Management & Econ, TGM 5555, Zlin 76001, Czech Republic; [Homolka, Lubor] Tomas Bata Univ Zlin, Fac Management & Econ, Mostni 5139, Zlin 76001, Czech Republic
utb.scopus.affiliation Faculty of Management and Economics, Tomas Bata University in Zlín, Zlín, Czech Republic
utb.fulltext.projects IGA/FaME/2020/011
utb.identifier.jel C12
utb.identifier.jel M15
utb.identifier.jel M10
utb.identifier.jel M31
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