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http://dx.doi.org/10.13106/jafeb.2021.vol8.no2.1005

Marital Status and Satisfaction of Online Shoppers in the Beauty and Cosmetic Sector in Vietnam  

NGUYEN, Thuan Thi Nhu (Faculty of Management and Economics, Tomas Bata University in Zlin)
HOMOLKA, Lubor (Faculty of Management and Economics, Tomas Bata University in Zlin)
Publication Information
The Journal of Asian Finance, Economics and Business / v.8, no.2, 2021 , pp. 1005-1015 More about this Journal
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.
Keywords
Males; Females; Online Shopping; Satisfaction; Beauty and Cosmetics; Vietnam;
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