BSA3012: MARKETING RESEARCH

Factors Affect Student Behavior for

Renting in Viet Nam
Consultant: DR. NGUYEN THI HONG HANH

STUDENT NAMES
NGUYEN THI MINH THU
LY THI HUONG
LUU VAN HUONG
TRUONG DAI HOANG DAT
NGUYEN NGOC KHANH
NGUYEN HOANG ANH

pg. 1
 TABLE OF CONTENT

TABLE OF FIGURE.................................................................................................................................................... 5
LIST OF TABLE........................................................................................................................................................... 5
CHAPTER 1: INTRODUCTION................................................................................................................................ 9
1.1 Background to the research problem..........................................................9

1.2 Research scope..........................................................................................10

1.3 Research outline........................................................................................10

1.4 Research objectives...................................................................................11

1.5 Research question......................................................................................11

CHAPTER 2: LITERATURE REVIEW................................................................................................................. 12

2.1 Location......................................................................................................12

2.2 Facilities.....................................................................................................13

2.3 Quality of service.......................................................................................13

2.4 Living environment....................................................................................14

2.5 Security......................................................................................................14

2.6 Price...........................................................................................................15

CHAPTER 3: RESEARCH HYPOTHESIS & RESEARCH MODEL...............................................................16

3.1 Location factor...........................................................................................16

3.2 Facilities factor...........................................................................................17

3.3 Quality of services factor...........................................................................18

 3.3 Living environment factor..........................................................................19

3.4 Security factor............................................................................................20

3.5 Price factor.................................................................................................20

3.6 Research Model.........................................................................................21

3.7 Measurement.............................................................................................22

4.1 Research process.......................................................................................25

4.2 Sampling and data collection.....................................................................25

4.3 Designing questionnaire.............................................................................26

4.3 Analyzing data plan....................................................................................27

4.3.1 T-test analysis................................................................................................................................ 29

4.3.2 ANOVA analysis............................................................................................................................ 30

4.3.3 Regression analysis..................................................................................................................... 31

4.4.4 Descriptive analysis............................................................................................................................ 32

CHAPTER 5: DATA ANALYSIS & HYPOTHESIS TESTING.........................................................................33
5.1 Descriptive analysis....................................................................................33

5.2 Reliability of the instrument......................................................................41

5.3 Correlation and regression analysis (HU)...................................................45

CHAPTER 6: RECOMMENDATION AND CONCLUSION.............................................................................49

6.1. Summary of result.....................................................................................49

6.2. Recommendation................................................................................49

6.3. Limitation and future research..................................................................50

6.4. Conclusion..................................................................................................51
 TABLE OF FIGURE

Figure 1: The Theory of Planned Behaviour.......................................................................15

Figure 2: The Model of the Entrepreneurial Event.............................................................17
Figure 3: Research Model...................................................................................................28
Figure 4: Research process proposed by the author............................................................28

LIST OF TABLE

Table 1: Measuring items for survey..................................................................................31

Table 2: Likert scale of Agreement extent..........................................................................34
Table 3: Encoded terms for data testing..............................................................................34
Table 4: Desscriptive Statistics of 144 Observations..........................................................40
Table 5: Gender distributions among 144 participants.......................................................42
Table 6: Parents’ Self-employed History...........................................................................43
Table 7: Family’s Captal Support......................................................................................43
Table 8: Family’s Business Network Support....................................................................44
Table 9: Family’s Knowledge Support...............................................................................44
Table 10: Reliability statistics of EI scale...........................................................................45
Table 11: Reliability statistics of ED scale.........................................................................46
Table 12: Reliability statistics of EC scale.........................................................................47
Table 13: Reliability statistics of US scale.........................................................................48
Table 14: Reliability statistics of FS scale..........................................................................49
Table 15: KMO and Bartlett's Test for dependent variables...............................................50
Table 16: KMO and Bartlett's Test for independent variable.............................................50
Table 17: Rotated Component Matrixa................................................................................51
Table 18: KMO and Bartlett's Test.....................................................................................52
Table 19: Rotated Component Matrixa................................................................................52
Table 20: Pearson correlation statistic................................................................................53
Table 21: Collinearity Statistics..........................................................................................55
Table 22: Regression analysis summary.............................................................................55
Table 23: Regression analysis summary (2rd time)............................................................57
Table 24: Hypotheses tested results....................................................................................58
 Abstract
The objective of this study was to evaluate the factors affecting the choice of
accommodation of students of International School - Vietnam National University,
Hanoi, Vietnam. The research results show that there are 6 factors influencing the
choice of accommodation: (1) Location; (2) Facilities; (3) quality of service; (4)
Living environment; (5) security and (6) Price. Based on the results of the study, the
author has proposed some suggestions to help first-year students choose the right
accommodation to ensure their study.

Key Words: Accommodation, students, Hanoi, International School, Vietnam

National University.
 Acknowledgement

Through years learning at International School - Vietnam National University, we have

received supports from many people who have made good impacts on our knowledge, our
skills, our work and our experience. We would like to express our great acknowledgement
towards all of them who had created a great period of time in our student life. Firstly, we
specially thank to International School – Vietnam National University for providing us a
good chance to study in a professional environment. Thanks to IS-VNU’s lecturers, officers
and assistants, we can access to a large amount of knowledge about business, real
experience and soft skills. Secondly, we would like to send our sincere thanks to our
supervisor, lecturer Nguyen Thi Hong Hanh for her guiding us through this project. She had
taught us many things from research methodology to information acquisition, etc. Her
timely comments had helped me to repair and complete our thesis fluently. Besides, her
advice and guidance had broadened our knowledge and skills.
 Letter of declaration

We hereby declare that the research “Factors affecting the rental accommodation of students
in International School - Vietnam National University” is the results of our own research
and has never been published in any work of others. During the implementation process of
this project, we have taken research ethics; all findings of this project are results of our own
research and surveys; all references in this project are clearly cited according to regulations.
I bear full responsibility for the fidelity of the number and data and other contents of our
research.
 CHAPTER 1: INTRODUCTION

1.1 Background to the research problem

There are many researches related to the choice of accommodation of students in countries
around the world and Vietnam. That shows a lot of interest in this research. Most of these
studies share a common perception that housing factors are most influential in the choice of
housing, studies by Liu, Mingyang and He, Ritong (2013) show positive relationships. The
location of residence influences the student's choice of accommodation, or Oyetunji
Abiodun Kolawolea, Abidoye Rotimi Boluwatifeb (2016), suggests that accommodation
near the campus is an important factor influencing student choice. Choosing accommodation
or as Judith Thomsen (2007) points out the location factors that affect student satisfaction
and choice of accommodation. In addition to location factors, housing facilities were
referred to by researchers as a determinant of housing choice. Judith Thomsen (2007) said
that students will prefer to choose a place with beautiful architecture and furniture,
comfortable and appropriate. Nurul Ulyani Mohd Najib, Nor Aini Yusof, and Zulkifli
Osman (2011) argue that the infrastructure factor will determine the choice of
accommodation when accommodation costs are the same. Quality of service is one of the
factors mentioned in most studies related to the choice of accommodation in general and the
accommodation of students in particular. Hoang Thi Dieu Thuy (2011) suggested that the
service quality is better the higher the choice behavior. Liu, Mingyang and He, Ritong
(2013) accommodation services will be a decisive factor in the choice of accommodation.
There are lots of research on living environments (relatives, friends, host family
relationships, etc.) as Hoang Phuong Lien (2015) mentions a new living environment which
causes most students to leave away from home and independent with a life with many new
things around. In developing countries in general and in Vietnam in particular, most of the
high-concentration areas are often cluttered in terms of security and order. Most of the
rented student hostels are cheap because students usually do not have much money. The
issue of security and order has been Hoang Phuong Lien (2015); Hoang Thi Dieu Thuy
(2011) and many other authors in Vietnam mentioned in their research. Finally, it is the
price factor that can be considered as the most influential factor in the choice of
accommodation. There are many authors referring to this element as Oyetunji Abiodun
Kolawolea, Abidoye Rotimi Boluwatifeb (2016); Judith Thomsen (2007); Hoang Phuong
Lien (2015) ... Most of the students studying in Hanoi are from the poorer provinces of
central Vietnam. These students do not dare to choose accommodations that are too
expensive beyond their own ability to pay

1.2 Research scope

The research data were collected from 60 students of International School – Vietnam
National University in Hanoi from December 24th, 2020 to January 10th, 2021

1.3 Research outline

Chapter 1: Introduction

This part introduces briefly about the research, the necessity of it, research objectives,
research questions and scope.

Chapter 2: Literature Review

This chapter provides a theoretical framework for the study. It covers the basic student
accommodation concepts as well as the Student Tenancy Theory in Hanoi.

Chapter 3: Hypothesis

This chapter will provide an explanation on the research model and the hypothesis used in
this research.

Chapter 4: Research methodology

This chapter will describe the data collection and analyzing process which are methods based
on previous literature.

Chapter 5: Data presentation and findings

This chapter will give a description of data collected, and then show analysis results from
SPSS software, version 20 and then test the proposed hypothesis.

Chapter 6: Discussions and conclusion

This chapter will answer the research questionnaires, discuss research findings as well as
giving some suggestions or any solutions to the found results, limitations and further
research direction.

1.4 Research objectives

The study aims to determine the factors that affect the rental accommodation of students in
International School - Vietnam National University. Vietnam has just held the university
entrance exam since this July. According to this, the number of freshmen in Vietnam
National University has been increasing. Therefore, renting accommodation is one of the top
priorities. There are many students who are far from home so they have to find suitable
accommodation, which may be a dormitory, a relative's house… but still not meet the
demand for accommodation for the number. The student population is so large. Therefore, the
article will address two main objectives. First, we find the factors that influence the choice of
student. This is the first and hardest problem that students face. Secondly, through the results
of our research, we offer solutions on how to make the choice of accommodation for
Vietnamese students and international students in Hanoi more effective and recommendations
for the stakeholders to help students can shelter accommodation during the academic years.

1.5 Research question

This research will answer the following questions: “What are the main factors affecting the
choice of accommodation of students in International School - Vietnam National
University?”
 CHAPTER 2: LITERATURE REVIEW
There are many differences in user behavior. According to Leon Schiffiman, David Bednall,
and Aron O'cass (2005), user behavior is the interaction of factors affecting cognition,
behavior, and the environment through which people change their lives. Their lives [1].
According to David L. Loudon and Albert J. Della Bitta (1993), user behavior is a process
that describes how a user makes a decision and rejects a product or service [2]. According to
Charles W. Lamb, Joseph F. Hair, and Carl McDaniel (2000), user behavior is a process that
describes the way in which a user makes a decision and rejects a product or service [3].
Consumer behavior in the research topic is the hostel-renting behavior of student users.

This is a kind of service. Hostel owners are people who conduct real estate business. Users
rate satisfaction of consumer behavior on the basis of assessing the facilities provided by the
supplier and the quality of the infrastructure, such as integrated housing, space, location, use
furniture, equipment support, security order, ... At the same time, birth will maintain this
consumption activity for a long time or not depending on the activities after selling the inn.

2.1 Location
Location is one of the most important factors in the Hanh vi thue nha tro (2020) survey for a
student's residence, The research “ hanh vi thue nha ”(2020) demonstrated that location must
be evaluated in the presentation, Location can influence trust and retaining the renters who
most probably enjoy stables.Parsa, Gregory, and Terry (2010) demonstrated the success or
failure of a restaurant can be influenced by the choice of location. Location is a key factor
and the success of a location based on its physical site, and its surrounding demographics. In
other words, a wonderful location depends on geographic, demographic, and psychographic
factors. Any changes in geographic or demographic/psychographic factors of a specific
location could importantly influence the attractiveness of a location. Eze, Ejikeme and Ufot
(2015) also asserted that a better location gives organizations greater opportunities of
attracting favorable environmental opportunities, faster goal achievement, profitability,
successful operations and overall growth,... etc.
2.2 Facilities

Facility factor is underestimated in ''the industrial college student accommodation behavior

survey'' (2018) The survey results show that the impact on facilities is low, the most student
can bear of low quality room but in the survey on'' the quality of renting rooms'' (2020), this
factor is highly valued because the majority of tenants will not be able to bring enough
accommodation. Facilities are understood to be the factors associated with student
accommodation such as access roads, light of rented rooms, the most essential facilities
associated with the job. Accommodation: fan, drawer, cabinet, besides, the quality of the
room is new or old

2.3 Quality of service

Service quality was defined by researchers in many different ways. Bitner, Boms and Mohr
(1994) determined service quality as the consumers overall impression of the relative
inferiority or superiority of the organization and its services. Gronroos (1984) also defined
that service quality is the outcome of an evaluation process, where the consumer compares
his expectations with the service he has received. Service quality is one of the important
factors of consumer satisfaction and it will directly impact the organizational success
especially in the service industry such as real estate industry (Tat et al, 2011). According to
Akbaba (2006), service quality is the result of a comparison established between the
customers’ expectation about the service and their perception of the actual services or the
way such services are being provided. In addition, Ha and Jang (2010) suggested that the
service quality provided by employees is a fundamental and critical factor in the restaurant
business. Ha and Jang (2010) also stated that the customer will tend to revisit the restaurant
when they perceive the dorms to be high quality of service. Zeithamal, Berry, and
Parasuraman (1996) said that service quality was only one aspect of consumer satisfaction,
and the measurement of consumer satisfaction includes other criteria. They encompassed
dorms quality, the price or cost, and personal factors.The majority of student accommodation
has poor and inadequate quality of services such as: hygienic accommodation, internet
speed, food court, etc. cannot guarantee a place to study. Vacation, best rest for students.
Therefore, their quality of living is not stable.
2.4 Living environment

Kotler (1973) illustrated that the physical environment such as the atmosphere can be more
important than the product itself (e.g., Facilities and services) in purchasing decision making
in some situations.

In many previous studies, researchers have identified the significant factors of the living
environment, such as air and water conditions that are particularly appropriate to the service
industry (e.g., Nguyen & Leblanc, 2002; Raajpoot, 2002; Wakefield & Blodgett, 1999).
Therein, décor and artifacts contribute to the attractiveness of the physical environment
(Wakefield & Blodgett, 1994); spatial layout refers to the arrangement of objects, such as
furniture and equipment, according to the needs of the service delivery process (Nguyen &
Leblanc, 2002); ambient conditions are intangible background characteristics that generally
have a subconscious effect on customer perceptions and responses to the environment
(Nguyen & Leblanc, 2002). These three factors have been frequently included in most
research related to the physical environment and are the most adequate dimensions of the
physical environment for customer behavior study in service settings (Nguyen & Leblanc,
2002; Raajpoot, 2002; Wakefield & Blodgett, 1999).

Living environment is one of the aspects worth mentioning. Because in community

relationships, most students have close relationships with roommates, but have a normal
relationship with the hostess, the local people, and the place they live. In addition, the
character of the hostess also affects the rent of rooms, or neighbors around the house that
affect the choice of accommodation or not.

2.5 Security

There are many factors that affect the choice of accommodation of students, but the elements
of security and order are one of the important factors in the criteria for accommodation of
students. Expressed through: (security gate, fence ...), the security and order contacts if the
evils occur quickly and in time and accommodation with fire prevention and treatment.
2.6 Price

Price is the factor that affects the choice of accommodation. This is reflected in the following
criteria: room rental rates, costs incurred (water, electricity, gas...), the host reported increase
room rates, or, the cost of travel to the place Study is suitable,

Each factor influences more or less on the decision to choose a place to live. It is the choice
of location, material, service quality, living environment, security and order, price. It can be
said that housing is not only a place of residence, but also a harmony between learning as
well as the relationship in society. These factors affect the choices of accommodation of
freshmen.

Price is a factor mentioned in research about student choice in renting (2018) Price is an
important factor because most students need affordable rentals to be able to pay for their
income.
 CHAPTER 3: RESEARCH HYPOTHESIS &
RESEARCH MODEL
There are many different views on consumer behavior. According to Leon Schiffiman,
David Bednall and Aron O'cass (2005), consumer behavior is the dynamic interaction of
factors affecting perception, behavior and the environment through which people change
their lives. According to David L. Loudon and Albert J. Della Bitta (1993), consumer
behavior is a process that describes how a consumer makes a decision to select and reject a
product or service. According to Charles W. Lamb, Joseph F. Hair and Carl McDaniel
(2000), consumer behavior is the process of describing how a consumer makes a decision to
choose and reject a product or service. [3]. Consumer behavior in the research topic is the
accommodation behavior of consumers who are students.

This is the behavior of using the service. Hostel owners are people who conduct real estate
business. Consumers rate this level of satisfaction of this consumer behavior on the basis of a
rating of the amenities provided by the owner and the quality of the infrastructure, such as:
housing area, space, location, utensils, support equipment, security and order... At the same
time, students will maintain this consumption activity for a long time or not depending on
the after-sale activities of the innkeeper.

Each factor influences more or less on the decision to choose a place to live. It is the choice
of location, material, service quality, living environment, security and order, price. It can be
said that housing is not only a place of residence, but also a harmony between learning as
well as the relationship in society. These factors affect the choices of accommodation of
students.

3.1 Location factor

Renting a room near a school offers many benefits for students. A room near the school will
help you travel conveniently as well as save you money, time and effort. Ideally, students
should rent a room that is 1-2km from the school area, and choose the location as close as
possible.
The students often focus on those areas around their university, especially the ones who do
not have a vehicle and often use vehicles such as buses or mostly bicycles. However, the
majority of students want to rent a room near the school so that they do not have to travel far
away for inconvenience, fatigue as well as affecting their studies.

One of the other important factors that most students are interested in is the location of the
hostel close to markets, supermarkets, commercial centers ... or not. Near the exchange places
will be very convenient for students to buy and sell food and daily necessities. A good
accommodation is also a good place to meet the life outside of school hours for students.

Besides, also pay attention to find out if this area is often flooded when it rains. The sunken
accommodation areas should be abandoned because when it rains heavily, it is easy to see
floods, affecting your accommodation.

Currently, near the school, there are often a lot of indigenous people renting rooms so
students do not need to worry about finding a room that meets the above requirements.
However, students also need to consider the price because the closer they are to the school,
the closer to the city center ... the higher the price will be.

 H01: A convenient accommodation has a positive influence on the student's decision to

rent an accommodation from the International School - Vietnam National University.

3.2 Facilities factor

Facilities are understood to be the factors associated with student accommodation such as
access roads, light of rented rooms, the most essential facilities associated with the job.
Accommodation: fan, drawer, cabinet... Besides, the quality of the room is new or old

Facility of a room is a huge factor in choosing an accommodation. It should meet the

standard of hygiene and basics of a home. Most rooms in Hanoi mostly have common WC or
kitchen, which seem to be inconvenient to many students, since it can be very dirty and not so
pleasant to look at. Besides that, the smell can be really disturbing, causing a lot of
discomfort. In addition a private bathroom can give out more sense of safety, which women
really need. Hanoi has humid weather so that a room can easily be flooded and humidity
harms the furniture a lot. It also can cause a lot of danger of electricity leak out, Health of
humans can also be damaged if in contact with polluted conditions for a long time. However,
many rooms in Hanoi are old, outdated and their drainage systems are not repaired for a long
time, so quality drainage is required to sustain a room for a long time. In addition, many
owners want to increase their revenue so that they build up rooms which do not meet standard
and become a huge loss to students, making them pay a lot of extended cost to fix the room.
Also the large number of rooms in the city does not provide a separate kitchen which makes
them really smell and dirty when cooking, full furniture is another story, quite complicated to
say. Room owners are strict on using the stuff, most of them require the user to keep things
work well and keep their house as clean as originals. But most students can’t keep it as
original, so that they have to buy stuff on themselves, or pay the extended cost to fix the
furniture if they have already broken before, and a high quality room can avoid that but the
price is too high. So there are some assumption how facilities affect choices

 H02: Standard facilities have positive influence on students’ choices of room.

3.3 Quality of services factor

Service quality is also a factor that students need to pay special attention to when renting
accommodation. Rushing into deciding to rent a room without considering the factors related
to the quality of the room will bring great disappointments in the future. Old or new rented
room, furniture such as beds, wardrobes, ceiling fans, kitchen shelves ... available or students
have to prepare. The wall paint is intact or peeled, the moss also reflects the quality of the
room. It is not necessary to rent a completely newly built room as the cost will be higher, but
the quality of the room reflects whether the landlord is interested in remodeling the house or
not. In addition, too old houses also have many potential risks such as being unsanitary due to
humidity, unsafe due to too old electrical conduction systems or stairs ... All these factors are
very difficult to handle, especially for new students.

The area of the inn is also a remarkable point. With limited costs, it is almost impossible for
students to rent a spacious and comfortable accommodation for themselves. However, there
are still rooms with a temporary area, the space is not too cramped. The layout and design of
the accommodation to be reasonable, save a lot of room is also an extremely smart idea.

Besides, electricity and water in the rented area is also very important because they are the
daily needs of people. If there is any problem with the power line, electrical leakage... it will
be extremely dangerous for students. The problem of daily living water can’t let anything go
wrong, water sources just need to be affected badly and easily lead to bad health of students.

The current internet connection is always something that students are interested in. Having a
fast and stable internet connection will be a great tool for students in learning and
entertainment. However, not all rooms are well equipped with this.

The majority of student accommodation has poor and inadequate quality of services such as:
hygienic accommodation, internet speed, food court, etc. cannot guarantee a place to study,
best rest for students. Therefore, their quality of living is not stable.

 H03: The quality of service in the student halls of residence affects a lot's life. If the
service quality is good, it will affect the students well and vice versa.

3.3 Living environment factor

Living environment is one of the aspects worth mentioning. Because in community
relationships, most students have close relationships with roommates, but have a normal
relationship with the hostess, the local people, and the place they live. In addition, the
character of the hostess also affects the rent of rooms, or neighbors around the house that
affect the choice of accommodation or not.

The surrounding environment is an important factor to help you protect your property when
you are away from home. It is best to give priority to choosing a hostel near security
agencies, hospitals, where many houses live. Accommodation with fenced gates, wide and
bright entrance will have better security. Do not choose an accommodation with other
complex components in the same accommodation, or remote places with few people around.

If you have a previous stay with friends and relatives, you can choose this option. It is in
transplant accommodation, both saving money and accommodation, and more secure. In
times of trouble and difficulty, I also feel less self-pity. If you are a student, you should
choose your classmates from the same school and class. Thus, it is possible to exchange
learning knowledge back and forth. Living with people you have known before also helps the
relationship between people become more intimate.

In addition to having a clean and friendly host, you should also keep good relations with the
inn host. They are not only the ones collecting money from the lodgers, but they are also the
assistants when there is any problem in the inn. In some cases, based on a friendly
relationship with the host, students can also receive a discount on the accommodation fee and
be cleaned by the host in the living area.

 H04: Living environment in the rented area has a good influence on students, they will
have an easier life

3.4 Security factor

There are many factors that affect the choice of accommodation of students, but the elements
of security and order are one of the important factors in the criteria for accommodation of
students. Expressed through: (security gate, fence ...), the security and order contacts if the
evils occur quickly and in time and accommodation with fire prevention and treatment Fire.

Most dormitory are guarded all day and locked down at night so that students can be assured
that they won’t be robbed or attacked while in their dormitory, also their property is secured
in their room, but some students can find it as an invasion of privacy. On the other side,
students who stay in a room must make a careful choice of surrounding citizens, since most
cities are crowded and robbery happens almost every day, specialize for females who are
vulnerable to attack. So that safe neighborhood security is important to choice of
accommodation. If the residence of your place has a high crime rate, it may not sustain your
living for years. The last security is fire safety, in packed houses and flammable furniture, the
fire can spread so fast then cause huge damage or even cost life. But many rooms in Hanoi
don't have a single fire extinguisher and no existing way to threaten life, because the owner
wants to cut the expansion cost. So hostels can be a better choice for security, since they
provide better protection services. Most hostels are rooms inside a build with full time guard
and camera, and then they can secure for residents but not annoy them like dormitory

 H05: Living in guarded place has positive affection to student

3.5 Price factor

Price is the factor that affects the choice of accommodation. This is reflected in the following
criteria: room rental rates, costs incurred (water, electricity, gas ...), the host reported increase
room rates, or, the cost of travel to the study place is suitable...
Price is also the first factor to be considered when choosing a house. Students aim to find a
room that fit their financial situation. Dormitory offers the price of hundreds to one millions
dong for a room of four or six; this is cheap and attractive to junior students. A low budget
accommodation is really in a blooming state for now, so there are a lot of choices for
students. But it has a negative side, the cheap rental comes along with low quality, so that is
the trade students have to make. So due to the need of each student, they are willing to accept
low quality of services. The cost of a student accommodation usually includes room charge +
utility bill + service charge (if any). Many homeowners have the way to increase room rates
by keeping room rates at an average level, but collecting very high utility bills, making the
total cost of a student accommodation much higher than expected. So when renting a house,
students should carefully ask and agree on electricity and water prices, as well as sign in clear
documents so that the landlord cannot "turn around" when collecting more money. If your
hotel room allows you to pay the utility bill at the state price, it is best, but if you calculate
the separate price, you should also consult a few addresses of guests to see if such a price is
reasonable before deciding to rent a house.
 H06: Suitable prices of rental affect student’s choice positively

3.6 Research Model

This research model can explain the relationship of location, service quality, price, living
environment, facilities and security with the trust of customers.
According to previous researches, all the factors in the model is expected to impact
positively to the trust of customers. It includes in table 3.1 below.

Table 3.1. Research hypothesis

No Hypothesis
1 H1: Location
2 H2: Facilities
3 H3: Quality of services
4 H4: living environment
5 H5: Security
6 H6: Prices

3.7 Measurement
In the study, there are seven variables, one of which is dependent and six are independent.
The dependent variable is customer trust in the model. Customer trust is built on various
factors. In this study, customer trust was measured through six factors. They are prices,
service quality, location, living environment, security, facilities. The six factors are the
independent variable in the model which is a vital element for making decisions. This study
will assess the importance of these factors and how they influence students' behavior. Table
3.2 below shows the sources of influential factors and customer trust items.

Table 3.2 Variables, indicators and sources of questionnaire items

Factors Question References

Location 1. The dorms/hostels is in the
center city
Nguyen Tien Loi , Hanh vi thue tro, 2020
2. The dorms / Hostel is near
groceries, convenience stores,
marts and local markets
3. The dorms/Hostel is near
my relatives, friends
4. The dorms/Hostel is on high
street , avoid alleyways
 5. near bus station, petrol
station, hospital
6. near university

1. Rental is suitable for

financial condition of student

2. Pay extra expense

3. Rental affects to the quality

Nguyen Tien Dung, Hanh vi thue nha tro
Price
4. Utility prices depend on (2011)
location.

5. Compare rental to decide

6.Stable rental for a long term

1. Stable Internet connection

2. Electricity and water Pham Thu Trang, nhan to anh huong thue
Service 3. Utility repair nha (2010)

4. Cleaning service

5. Parking space

1. quality standards dorm

2. private kitchen,
bathroom, space for
laundry
'the industrial college student
Facilities 3. good drainage
accommodation behavior survey'' (2018
4. full furniture

Living 1.clean Surrounding Pham Thu Trang, nhan to anh huong

environment thue nha (2010)

2.quality assurance of water

and air
 3.Relationship

4. number of roommate

1.full explosion-proof
equipment

2.The dorms is locked at

night

3. surveillance camera

4. guard by security
man 24/7

safe neighborhood Pham Thu Trang, nhan to anh huong

Security security thue nha (2010)

CHAPTER 4: RESEARCH METHOD

4.1 Research process

4.2 Sampling and data collection

This study used primary data collected by the author for analyzing and obtaining results and
giving suggestions.

Primary Data Collection

The primary data were collected to investigate factors affecting IS VNU student’s choice of
accommodation, in which the data were collected in the following ways:

● 95 questionnaires were distributed online in Hanoi via google doc file.

The proposed sample for this study is. Hair et al. (1998) proposed that the least amount of
sample that is recommended is equal to the total variables in a questionnaire multiple by 5.
This can be interpreted that each variable needs at least 5 respondents. This is the lowest
limit for the number of respondents. Due to limited time and resources, this study will apply
this for calculating the number of sample sizes.

Considering this research is following quantitative approach, with the number of variables is
in total, the sample size is above: 31*5= 155. Be aware that the response can be invalid due
to the respondents’ limitation; the final sample number for distributing questionnaires is 155.

How to Choose Sample

The sampling choosing method is convenience sampling. Because the survey cannot be
conducted throughout Vietnam in every city, in this study, the location chosen is Hanoi,
which is the capital of Vietnam where there are many largest universities in this country.
Convenience sampling was chosen for this study because of the limited time and cost-
effectiveness. For online surveys, the respondents are chosen from IS VNU students.

4.3 Designing questionnaire

The study measured Vietnamese students’ intention to start a business based on a batch of
36 statements and questions relating to factor of prices, marketing PR of the services,
quality of services, design of homestay, and intention of decision. The measures of this
research are obtained and modified based on similar ones from previous studies.

Questionnaire was designed in English then translated to Vietnamese for Vietnamese

respondents. After referencing from above literature, the questionnaire of this research was
divided into two parts, with the following content:

● Introduction part: includes the introduction and commitment.

Main part contains 11 measuring items for 6 following constructs

Genders, Nationality, Type of accommodation, School year were measured using

categorical scale (Male versus Female, Vietnamese versus Foreign …). The location, price,
security, living environment, quality of service and facilities were measured using a 5-point
Likert Scale

Table 2: Likert scale of Consideration

Totally unconcern Very Concern

1 2 3 4 5

Totally Unconcern Consider Concern Very concern

unconcern

4.3 Analyzing data plan

Table 3: Encoded terms for data testing

N Label Items
o.

LOCATION

1 L01 Location factors [in the center ]

2 L02 Location factors [near grocery, convenience store, mart and

local

3 L03 Location factors [near my relatives, friends]

4 L04 Location factors [on high street, avoid alleyways]

5 L05 Location factors [near bus station, petrol station, hospital]

6 L06 Location factors [near university]

 PRICE

7 PE01 Price factors [Rental is suitable for financial condition of

student]

8 PE02 Price factors [Pay extra expense]

9 PE03 Price factors [Rental affects to the quality]

10 PE04 Price factors [Utility price depends on location.]

11 PE05 Price factors [Compare rental to decide]

12 PE06 Price factors [Stable rental for a long term]

SERVICE

13 SV01 Service factors [Stable Internet connection]

14 SV02 Service factors [Electricity and water ]

15 SV03 Service factors [Utility repair]

16 SV04 Service factors [Cleaning service]

17 SV05 Service factors [Parking space]

FACILITIES

18 F01 Facilities factor [quality standards dorm]

19 F02 Facilities factor [ private bathroom, a separate kitchen, with a

20 F03 Facilities factor [ good drainage]

21 F04 Facilities factor [ full furniture]

 SECURITY

22 SE01 Security factor [ full explosion-proof equipment]

23 SE02 Security factor [The dorms is locked at night]

24 SE03 Security factor [ surveillance camera]

25 SE04 Security factor [ guard by security man 24/7]

26 SE05 Security factor [safe neighborhood security ]

LIVING ENVIRONMENT

27 LE1 Living environment factor [clean Surrounding ]

28 LE2 Living environment factor [quality assurance of Water and

air ]

29 LE3 Living environment factor [Relationship]

30 LE4 Living environment factor [The number of roommates]

4.3.1 T-test analysis

A t-test is a type of inferential statistic used to determine if there is a significant difference
between the means of two groups, which may be related in certain features. It is mostly used
when the data sets, like the data set recorded as the outcome from flipping a coin 100 times,
would follow a normal distribution and may have unknown variances. A t-test is used as a
hypothesis testing tool, which allows testing of an assumption applicable to a population.

A t-test looks at the t-statistic, the t-distribution values, and the degrees of freedom to
determine the statistical significance. To conduct a test with three or more means, one must
use an analysis of variance.
Mathematically, the t-test takes a sample from each of the two sets and establishes the
problem statement by assuming a null hypothesis that the two means are equal. Based on the
applicable formulas, certain values are calculated and compared against the standard values,
and the assumed null hypothesis is accepted or rejected accordingly.

If the null hypothesis qualifies to be rejected, it indicates that data readings are strong and
are probably not due to chance. The t-test is just one of many tests used for this purpose.
Statisticians must additionally use tests other than the t-test to examine more variables and
tests with larger sample sizes. For a large sample size, statisticians use a z-test. Other testing
options include the chi-square test and the f-test.

There are three types of t-tests, and they are categorized as dependent and independent t-
tests.

4.3.2 ANOVA analysis

Analysis of variance (ANOVA) is an analysis tool used in statistics that splits an observed
aggregate variability found inside a data set into two parts: systematic factors and random
factors. The systematic factors have a statistical influence on the given data set, while the
random factors do not. Analysts use the ANOVA test to determine the influence that
independent variables have on the dependent variable in a regression study.

The Formula for ANOVA is:

Where:

F = ANOVA coefficient

MST = Mean of sum of squares due to treatment

MSE = Mean of sum of squares due to error

If no real difference exists between the tested groups, which is called the null hypothesis,
the result of the ANOVA's F-ratio statistic will be close to 1. Fluctuations in its sampling
will likely follow the Fisher F distribution. This is actually a group of distribution functions,
with two characteristic numbers, called the numerator degrees of freedom and the
denominator degrees of freedom.

4.3.3 Regression analysis

Regression analysis is a modeling technique for analyzing the relationship between a real-
valued dependent variable Y and one or more independent variables X1, X2, X3, ..., Xn
(Ragsdale, 2007). In order to do regression analysis, it is necessary to find out a regression
function that represents the relationship between the independent and dependent variables,
from that the influential impacts can be observed. The regression function will be as the
following in this study: Y = b1 X1 + b2 X2 + ......+ bn Xn + ε

Where:

- Y = Scores on IS-VNU students choosing accommodation

- X1, X2, …, Xn = Scores on the independent variables of the research model

- b1, b2, …, bn = Regression coefficient of independent variables

- ε = an error term

Firstly, it is necessary to test the assumption that the relation between variables is linear
because there are multiple independent variables, multicollinearity checking is needed,
which is shown by the VIF number (Variance inflation factor). If the model has VIF < 2, it
is accepted while > 2, the variable which has multi-collinearity needs removing from the
model.

Other assumptions that need checking are the error ε, mean value and constant variances for
a model to be acceptable. Goodness-of-fit is also important to check for a model to have a
high fit for analyzing.

4.4.4 Descriptive analysis

A descriptive analysis is an important first step for conducting statistical analyses. It gives
you an idea of the distribution of your data, helps you detect outliers and typos, and enable
you to identify associations among variables, thus making you ready to conduct further
statistical analyses.
However, with availability of so many types of graphical and summary approaches,
investigators get confused about which approach to use for analysis of their data. They
either end up conducting a range of analyses, thus wasting their time, or completely skip this
crucial step of statistical analysis, thus increasing their chances of making erroneous
decisions

However, descriptive analyses are neither difficult nor time consuming, if done
systematically. It is easier to think about descriptive analyses if you divide them into two
types:

Descriptive analysis for each individual variable

Descriptive analysis for combinations of variables

The best approach for conducting descriptive analyses is to first decide about the types of
variables and then use approaches for descriptive analyses based on variable types.

Broadly, variables can be classified into qualitative and quantitative. Quantitative variables
represent quantities or numerical values (e.g. age, weight, phone bill, volume etc.) while
qualitative variables describe quality or characteristics of individuals (e.g. color, ethnicity,
gender etc.). Both variable types have further sub-classifications but the broad classification
is sufficient for deciding approaches for descriptive analysis.
 CHAPTER 5: DATA ANALYSIS & HYPOTHESIS
TESTING
5.1 Descriptive analysis

A summary of the descriptive statistics is presented in the table above. For each item, the
minimum, maximum, mean and standard deviation are taken into consideration.

Among 164 copies of the survey were distributed and collected online. The received answers
are screened to find out the invalid, and then among 164 questionnaires, we receive 154 valid
answers and 10 invalid answers.

Table 5.3 Descriptive Statistics of measurement items

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

Nationality 154 1 2 1.24 .429

Grade 154 1 4 2.88 .855
Gender 154 1 2 1.60 .491
Type of accommodation 154 1 2 1.53 .501
L01 154 1 5 3.24 1.061
L02 154 1 5 3.26 1.095
L03 154 1 5 3.16 .971
L04 154 1 5 3.10 1.011
L05 154 1 5 3.33 1.036
L06 154 1 5 3.38 1.086
Rental expense (VND) 154 500000 3000000 1860389.61 726475.855
PE01 154 1 5 3.55 1.161
PE02 154 1 5 2.99 1.094
PE03 154 1 5 3.54 1.004
PE04 154 1 5 3.44 .956
PE05 154 1 5 3.57 1.041
PE06 154 1 5 3.47 1.074
SV01 154 1 5 3.68 1.231
SV02 154 1 5 3.53 1.227
SV03 154 1 5 3.56 1.029
SV04 154 1 5 3.38 1.133
SV05 154 1 5 3.32 1.131
F01 154 1 5 3.67 1.126
 F02 154 1 5 3.48 1.127
F03 154 1 5 3.77 .939
F04 154 1 5 3.40 1.076
SE01 154 1 5 3.55 1.199
SE02 154 1 5 3.18 1.180
SE03 154 1 5 3.51 1.122
SE04 154 1 5 3.29 1.120
SE05 154 1 5 3.66 1.092
LE01 154 1 5 3.66 1.086
LE02 154 1 5 3.45 1.155
LE03 154 1 5 3.31 1.122
LE04 154 1 5 3.36 1.046
Valid N (list wise) 154

A summary of the descriptive statistics is presented in the table above. For each item, the
minimum, maximum, mean and standard deviation are taken into consideration.
Among 164 copies of the survey were distributed and collected online. The received answers
are screened to find out the invalid, and then among 164 questionnaires, we receive 154 valid
answers and 10 invalid answers

Table 5: Gender distributions among 154 participants

Gender N %

Male 69 44.8%

Female 85 55.2%

From Table 5 above, it can be seen that 154 participants who answered questionnaires are not
distributed equally about gender. The number of females is higher than the number of male.
There are 85 female and 69 male sent their responses back which correspond to 55.2% and
44.8%. The sample of the survey in our research focuses on students of International School
– Vietnam National University. This proportion with the overwhelming number of female
students partly reflects the unbalanced ratio between male and female students.
 Table 6: Nationality distributions among 154 participants

Nationality N %

Vietnamese 117 76%

Foreign 37 24%

According to Table 6, it is clearly that Vietnamese student’s account for 76%, which is 52%
higher than foreign students.

Table 7: School year distributions among 154 participants

Year N %

Freshman 14 9.1%

Sophomore 36 23.4%

Junior 64 41.6%

Senior 40 26%

As you can see from Table 7, the highest proportion of students who take part in conducting
the survey refers to Junior Year with 41.6%. In contrast, freshman students have the lowest
percentage with 9.1%. Whereas, Sophomore and Senior students have the equivalent
percentage, which is 23.4% and 26% respectively.
 Table 8: Type of accommodation chosen by 154 participants

Type N %

Hostel 77 50%

Dormitory 77 50%

Table 9: Location factors considered by 154 participants (Levels of concern increase from
1 to 5)

(1) (2) (3) (4) (5)

Near center 12 24 49 57 12

Near groceries, 11 19 56 50 20
convenience
stores, markets

Near relatives, 8 30 52 51 13
friends

On high streets, 11 31 61 44 9
avoid alleys

Near bus stations, 9 16 63 50 19

petrol stations,
hospitals…

Near university 10 23 43 56 24

From Table 9, it can be seen that people tend to choose to stay near the center, and the
stations, hospitals rather than staying in small alleys. On the other hand, it shows that places
that are near relatives, friends are also largely taken into consideration, but still less than the
number of students who prefer to live near the university.

Table 10: Rental expense considered by 154 participants

Price (VND) N %

500,000 19 12.3%

1,500,000 51 33.1%

2,000,000 44 28.6%

2,500,000 19 12.3%

3,000,000 21 13.6%

Table 10 illustrates the amount of money that students are willing to pay for the rental, which
ranges from 500,000 VND to 3,000,000 VND. Students with economic difficulties tend to
stay in dormitories for about 500,000 per month but the percentage is not too high – 12.3%.
The most common price is 2,000,000 VND and the lowest percent is 2,500,000 VND

Table 11: Price factors considered by 154 participants (Levels of concern increase from 1
to 5)

(1) (2) (3) (4) (5)

Suitable for 12 18 30 61 33
financial
condition

Extra expense 12 40 53 32 17

Affecting to 5 19 36 69 25
the quality
 Utility price 3 23 56 49 25
depends on
location

Rental 6 18 43 61 27
comparison

Stable rental 6 19 42 57 30

Price factors affect students' choice significantly. Out of the main 6 factors above, the table
shows that students would focus the most on the quality of place that comes with the rental.
The following factors are rental comparison and finding a place that prices correspond to
financial conditions. The extra expense factor does not show a big impact on their decision.

Table 12: Service factors considered by 154 participants (Levels of expense increase from
1 to 5)

(1) (2) (3) (4) (5)

Internet 17 15 22 55 45

Utility 12 14 50 38 41

Repair 6 17 41 62 29

Cleaning 13 14 55 45 28
service

Parking 15 19 49 49 25
space
The table above illustrates the expense of the accompanying services rated by the
participants. According to the statistics 45 students think that the cost of Internet connection
is expensive, followed up by the repair and parking space fee. The utilities such as electricity
and water are considered to be reasonable.

Table 13: Facilities factors considered by 154 participants (Levels of concern increase
from 1 to 5)

(1) (2) (3) (4) (5)

Sanitation 7 15 31 65 36
and hygiene

Private 6 21 62 31 37
spaces

Drainage 6 8 39 69 32
quality

Furniture 8 15 61 40 31
equipped

People tend to choose houses with private spaces such as restrooms, private kitchens and are
equipped with furniture to save costs. But people care most about the drainage quality
because it is related to health and living environment.

Table 14: Security factors considered by 154 participants (Levels of concern increase from
1 to 5)

(1) (2) (3) (4) (5)

Fire 15 13 33 58 35
protection
 Curfew 19 19 57 35 26

CCTV 12 16 38 63 26

Security 13 19 59 43 22
guard

Neighborhood 8 16 31 72 28

Security is a vital factor in tenancy, no one will rent a home in an unsafe neighborhood. Most
people are concerned with security issues so the figures in Table above are quite similar. But
the highest consideration to rent a house refers to CCTV with more than a half.

Table 15: Living environment factors considered by 154 participants (Levels of concern
increase from 1 to 5)

(1) (2) (3) (4) (5)

Clean air 14 6 33 70 31

Clean water 8 20 52 41 34
source

Relationship in 8 29 47 50 21
the resident

Number of 8 21 57 53 20
roommates

Because of the rapid population growth, it is very difficult to find an airy place, not crowded.
So people always put hygiene, fresh air first priority and therefore the number of people who
are considered the clean air is also the highest. People seem not to care about the relationship
between them and their neighbors and the roommates also.

5.2 Reliability of the instrument

Table 5.4 summary for reliability analysis

Variable items Cronbach’s Alpha Cronbach’s Alpha if Item Deleted

LO1 0.830
LO2 0.850
Location LO3 0.867 0.856
(Lo) LO4 0.838
LO5 0.854
LO6 0.837
PE01 0.890
PE02 0.880
Price (PE) PE03 0.901 0.856
PE04 0.860
PE05 0.870
PE06 0.806
SV1 0.872 0.828
SV2 0.811
Service (SV) SV3 0.819
SV4 0.821
SV5 0.825
FA1 0.855 0.701
FA2 0.703
Facilities FA3 0.690
(FA) FA4 0.718
SE1 0.939 0.934
SE2 0.933
Security (SE) SE3 0.936
SE4 0.936
SE5 0.935
LE1 0.754 0.828
Living LE2 0.811
Environment LE3 0.819
LE4 0.822
LE5 0.817

Table 5.4 demonstrates that all questions of location, price, service, facilities and security
have a good level of reliability because Cronbach's Alpha if Item deleted is smaller than
Cronbach's Alpha. Living environment has five items which Cronbach's Alpha if Item
Deleted is higher than Cronbach's Alpha. They were LE1 (0.828> 0.754), LE2
(0.811>0.754), LE3 (0.819>0.754), LE4 (0.822>0.754) and LE5 (0.817>0.754).

For location (LO), Cronbach’s alpha is 0.867. Cronbach's Alpha if Item Deleted ranges from
the smallest to the largest is 0.830, 0.837, 0.838, 0.850, 0.854, and 0.856 corresponding with
LO1, LO6, LO4, LO5, LO2, and LO3. Cronbach's Alpha if Item Deleted of location is
smaller than Cronbach’s alpha. For price (PE), Cronbach's Alpha if Item Deleted were
recorded PE1= 0.890, PE2= 0.880, PE3= 0.856, PE4= 0.860, PE5=0.870 and PE6=0.806
respectively. Cronbach's Alpha of price is 0.901. This figure is larger than Cronbach's Alpha
if Item deleted of service quality items. For security, Cronbach's Alpha is 0.939. SE3, SE4
were the highest of Cronbach's Alpha if Item Deleted, 0.936, but it is lower than 0.939. For
service, 0.872 is Cronbach's Alpha, higher than Cronbach's Alpha if Item Deleted. (SV1=
0.828< 0.872; SV2= 0.811< 0.872; SV3= 0.819 < 0.872; SV4=0.821<0.872 and
SV5=0.82<0.872).

Because the five items had Cronbach's Alpha smaller than Cronbach's Alpha if Item
Deleted. After running reliability analysis again, the new result was shown in table 5.5.

Table 5.5. Reliability of measurement items

Variable No. of items Cronbach’s alpha

LO 6 0.867

PE 6 0.901

SV 5 0.872

FA 4 0.855

SE 5 0.939

LE 5 0.754

Table 5.5 illustrates the reliability of measurement items. Reliability of the items used in the
study was tested and all the variables had Cronbach’s alpha value greater than 0.6 which
showed that scale was reliable and there was consistency in the responses. Security and price
have the highest reliability scores 0.939, 0.901. Service, location, facilities were the
followers with scores of 0.872, 0.867, and 0.855 respectively. The last item is the living
environment with 0.754.

5.1. T- Test and Anova result

Table 5.6.
Pre-test of student behavior between male and female

Sig(2-
Gender Mean SD Sig t.
tailed)

Male 3.62 1.218

0.368 0.902 0.554
Female 3.51 1.184

In the table 5.6 above, we can see that sig is 0.368>0.05 so equal variances assumed. When
equal variances assumed, we consider sig (2-tailed) is 0.554>0.05. Therefore, this result
shows that there is no significant difference between male (M=3.62, SD=1.218) and female
(M=3.51, SD=1.182) in behavior of students. In other words, gender does not determine the
behavior of students with renting decisions.

Table 5.7.
Pre-test of renting decision between nationality Vietnamese and foreign

Nationality Mean SD Sig t. Sig(2-tailed)

Vietnamese 3.44 1.256

0.777 0.065 0.850
Foreign 3.89 0.936

In the table 5.7 above, we see sig 0.777 > 0.05 so equal variances assumed. When equal
variance assumed, we consider sig (2-tailed) is 0.850 > 0.05. This result shows that there is
no significant difference between nationality Vietnamese (M=3.44, SD= 1.256) and foreign
(M=3.89, SD=0.936) in renting decisions. In other words, Nationality does not determine
renting decisions.

Table 5.8

Pre-test of type of accommodation between Hostel and Dormitory

 Type of
Mean SD Sig t. Sig(2-tailed)
accommodation

Hostel 3.74 0.152

0.694 -0.406 0.680
Dormitory 3.80 0.155

In the table 5.8 above, we see sig 0.694 > 0.05 so equal variances assumed. When equal
variance assumed, we consider sig (2-tailed) is 0.680 > 0.05. This result shows that there is
no significant difference between Hostel (M=3.74, SD= 0.152) and Dormitory (M=3.80,
SD=0.155) in type of accommodation. In other words, Type of accommodation does not
determine renting decisions.

Table 5.9
Pre-test of student behavior between Grades

Group Levene statistic Sig Mean square Sig(anova)

Grade 1.184 0.308 2.094 0.035

In table 5.10, we see the sig of levene statistic is 0.308>0.05 so variances are
homogeneous. Because of homogeneity of variances, we consider sig (anova) is 0.035<0.05.
This result shows that there is a difference between student’s levels with renting
When there is difference between education levels with behavior students in renting, we
find out deeper information (table 5.10) what grade has a big impact on behavior of customer
in renting

Table 5.11.
Homogeneous Subsets

Subset for alpha = 0.05

Grade 1

1st 3.487
 2nd 3.748

3rd 3.802

4th 3.489

Sig. 0.099

In table 5.11, we realize 3rd grade (N=64) has the highest effect on the factors of renting
(3.802). 2nd grade was follower (N=36) with 3.748 and the last one was 1st grade (N= 14)
with 3.487 and 4th grade (N=40) with 3.489

5.3 Correlation and regression analysis (HU)

Table 5.12 Correlation Analysis

Variable LO PE SV FA SE LE SB

Location (LO) 1

Price (PE) 0.757** 1

Service (LR) 0.506** 0.612** 1

Facilities (FA) 0.622** 0.705** 0.711** 1

Security (SE) 0.475** 0.505** 0.579** 0.628** 1

Living environment 0.383** 0.419** 0.455** 0.544** 0.561** 1

(LE)
0.428* 0.572* 0.612* 1
Student behavior (SB) 0.545 0.365
* * *

The table 5.12 shows that all the mentioned factors had positive correlations to student
behavior. The two largest correlations were obtained by security (56.1%), facilities (54.4%),
followed by location (45.5%), service quality (41.9%) and location had the poorest
correlation with 38.3%. This result demonstrates that security, and facilities seem to
significantly impact on student behavior.

Table 5.13 Summary Model

Mo R R Adjusted Std. Error Change Statistics

del Square R Square of the
R Square F df1
 Chang
Change e

1 0.614a 0.376 0.360 0.634 0.376 23.064 5

Predictors: (Constant), SE, LO, SV, FO, PE, LE

Correlation Analysis shows that all the researched factors had a positive effect on student
behavior; six factors (location, location, environment, service quality) were selected in the
model.

Table 5.14 Regression Analysis

Standardize
Unstandardized d
Coefficients Coefficients t Sig.
Std.
Model B Error Beta

(Constant) 1.163 0.244 4.770 0.000

LO 0.014 0.081 0.016 0.173 0.863

PE 0.006 0.077 0.008 0.080 0.937

SV 0.032 0.068 0.040 0.470 0.639

FA 0.279 0.098 0.280 2.842 0.005

SE 0.390 0.085 0.350 4.595 0.000

LE 0.0
0.120 0.235. 0.024 0.005
80

Dependent Variable: SB Student behavior

From table 5.14, we see the security has the sig. is 0.000 <0.05. Therefore, security is the
most significant effect on student behavior. It means that hypothesis 5 is supported by data.
Secondly, the sig. of facilities and Living environment is 0.005<0.05. Therefore security has
a significant effect on renter. That means hypothesis 4 is supported by the data. Location,
Price, Service, have non-significant effect on student behavior because the sig of them
(0.863, 0.937, and 0.639 respectively) are higher than 0.05. Thus, hypothesis 1, 2, and 3 are
not supported by data.

Therefore, we have the model:

 SB = 1.163+ 0.39 SE + 0.279 FO

This research model can explain 36% of the variation in the “Security ", "Location",
“Service ", “Facilities” and “Price” for Student behavior in renting.

From our point of view, Security is the greatest factor affecting student behavior for some
reasons. First of all, security makes renter feel safe.

Facilities and living environment are also important factors in student behavior for several
reasons. Firstly, a room with full furniture such as bed, wardrobe, fan...etc. will attract to
student when they seeking Secondly, for environment living, it play important role in
choosing a hostel/dorm. It is the environment that has clean air, clean water, and clean
surrounding.

Service does not affect student behavior in our research.

Service and service price do not affect behavior of student. Obviously, location is just
additional factor and there are many accommodations in center of city serve bad living
condition and service. They can find the way to go no matter where it is.

The table 5.14 below is the summary of the hypothesis which is supported and which is not
supported after analyzing the data of customers. You can see hypothesis 1, 2, and 3 are
location, service quality, location respectively are not supported by the data.

Table 5.15 Structural Parameter Estimates

Standardized
Hypothesized Path Sig. Result
Coefficient

Hypothesis 1:
0.014 0.863 Not Supported
Location -> Student behavior

Hypothesis 2:
0.020 0.937 Not Supported
Price-> Student behavior

Hypothesis 3:
0.036 0.639 Not Supported
Service -> Student behavior

Hypothesis 4:
0.288 0.005 Supported
Facilities -> Student behavior

Hypothesis 5: 0.395 0.00 Supported

Security -> Student behavior

Hypothesis 6:
0.120 0.005 Supported
Living environment-> Student behavior
Living
environ
ment
0.120
Locat
ion

Price

0. Studen
Ser 03 t
vic 6 behavi
e our
Facili
ties

Security
Security

Figure 5.1: Results of the

research model
 CHAPTER 6: RECOMMENDATION AND
CONCLUSION.
6.1. Summary of result
After collecting and analyzing data from participants in many different students, we
tested with 6 factors. Its security, prices, services, facilities, living environment, locations
affect students' choice of accommodation. The result we found out that security has the most
significant effect on students' choice and facilities are the follower factors. It is a little bit
surprising for me and my co-worker about this result and location and price have a non-
significant effect on students’ decisions. In addition, we tested additional factors including
the nationality, grades, genders, and type of accommodation to see what factors effect on
student choice. The result is that grades affect the choices and different grades have
different choices. We found 3rd graders have the highest need for security in restaurants.
Next is 2nd grade and the last is 1st grade degree. From the useful results we researched, we
have some recommendations to help accommodations industry.

6.2. Recommendation
After having the result in the previous part, we have some useful recommendations
for owners to improve the quality of accommodation according to important factors which
we found out. We wish owners can apply something to have better result in doing business

Firstly, for hostels and dorms which are strong in finance, they can focus on both
security and facilities. For security reasons, it comes from providing extended guards and
cameras. Residents will be at peace to know their lives and properties are protected.
Furthermore, security can be built by cards provided to residents...With these cards , only
residents are allowed to enter the building For Facilities , it can be seen as a factor to make
students consider to choose. The government of buildings should spend more money on
maintenance facilities such as lightings, lifters, and room furniture services. The more
attentive to facilities, the more attractive a place for students
Secondly, for limited finance buildings, they should use resources and capabilities to build
brand reputation. It will be an effective way to develop in the long term. It is very suitable
for newly established building

For some detailed recommendations for raising security well known, we think the first task
is to create a reputation to attract students. Therefore, we need to have advertising
campaigns to acknowledge students. For example, we use Facebook ads to approach
students as much as possible. Next, we make advertisements to spread among the students,
by using students as marketers, this way is more affordable.

For creating attractive facilities, they need to spend money on designing their rooms for
students and provide more services. For example, provide students with bright rooms, a lot
of sunlight, or paint walls with bright colors. Also provides services as lifter or room
services for students with free cost for a few initial months.

6.3. Limitation and future research

There are two limitations to this study. Firstly, the number of participants is a small sample,
just valid respondents. Secondly, the participants are only from IS VNU. Therefore, the
result only reflects a part of the customer's opinion.

First, further research is needed to validate and generalize the findings to broader settings.
The research could be replicated in other contexts such in schools. For future research, the
researcher can collect more data to have additional opinions and a more multi-dimensional
perspective on this topic.

Further research could also look at the interactions of the factors affect choice of
accommodation of students and compare them. For example, different contexts, different
factors, different respondents, different model provide different results. Moreover, further
research can investigate factors influence students behavior through mediator variables
.There are many different ways of using software to analyze collected data such as SPSS 22,
AMOS
6.4. Conclusion

We do that research with objective is that we want to investigate factors affect students
choice of accommodation and identify the most significant factors affect decision when
choosing their rooms

To do that objective, we first found previous research to find appropriate factors which can
affect students' behaviors. It is security, facilities, service, location, living environment, and
price. After finding the suitable factors, we conducted a questionnaire to ask student’s
opinion about those factors. We tried to collect data as much as possible to give good results.
The important part is that we establish a model of research and test factors according to this
model. We analyzed data and found out that security is the most significant effect on
student’s behaviors and the follower is facilities. In addition, the 3rd grade graduate has the
highest trust in choosing their own room. The result makes us a little bit surprised when
genders have a non-significant effect on customer trust. In the next part, we give some
recommendations for restaurants to contribute to find the right direction to the quality of the
accommodation industry.

In conclusion, we hope our research will be helpful for the accommodation industry in
general and specific hostel and dorms in particular. We want to contribute to the
development of accommodation in Viet Nam. This research has some limitations which we
mentioned in previous part. We hope the future research will draw experience from our
research to do better. In overall, our research performed the objective which was set at the
beginning and partly had useful information for owners, builders that moment and in the
future.
 References

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7. Namkung, Y., & Jang, S. (2007). Does Quality Really Matter in Renting? It’s Impact on
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Edition
APPENDIX. Questionnaire used for the study

1. English version

SURVEY
FACTORS AFFECT STUDENT BEHAVIOR FOR RENTING IN VIETNAM

I. Part 1: Personal information

1. Gender: 2.Grade

Male First year Second year

Female Third year Fourth year

3. Nationality 4. Accommodation

Vietnamese Hostel

Foreigner Dormitory

I. Part 2: Detailed questions

Please circle the number corresponding to the level of your consent for each sentence.

Strongly Disagree Neutral Agree Strongly

disagree agree

1 2 3 4 5

1. Location factors

Statement Strongl Disagre Neutra Agree Strongl

y e l y agree
disagree
 1. In the center 1 2 3 4 5

2. Near groceries, convenience 1 2 3 4 5

stores, marts and local markets

3. Near my relatives, friends 1 2 3 4 5

4. On high street, avoid alleyways 1 2 3 4 5

5. Near bus station, petrol station, 1 2 3 4 5

hospital

6. Near university 1 2 3 4 5

2. Price factors

Statements Strongly Disagre Neutr Agree Strongly

disagree e al agree

1. Rental is suitable for financial 1 2 3 4 5

condition of student

2. Pay extra expense 1 2 3 4 5

3. Rental affects to the quality 1 2 3 4 5

4. Utility prices depend on 1 2 3 4 5

location.
 5. Compare rental to decide 1 2 3 4 5

6. Stable rental for a long term 1 2 3 4 5

3. Service factors

Statements Strongly Disagre Neutr Agree Strongly

disagree e al agree

1. Stable Internet connection 1 2 3 4 5

2. Electricity and water 1 2 3 4 5

3. Utility repair 1 2 3 4 5

4. Cleaning service 1 2 3 4 5

5. Parking space 1 2 3 4 5

4. Facilities factor

Statements Strongly Disagr Neutr Agre Strongl

disagree ee al e y agree
 1. Quality standards dorm 1 2 3 4 5

2. Private kitchen, bathroom, space 1 2 3 4 5

for laundry drying

3. Good drainage 1 2 3 4 5

4. Full furniture 1 2 3 4 5

5. Security factor

Statements Strongly Disagre Neutr Agree Strongly

disagree e al agree

1 Full explosion-proof equipment 1 2 3 4 5

2. Dorms is locked at night 1 2 3 4 5

3. Surveillance camera 1 2 3 4 5

4. Guard by security man 24/7 1 2 3 4 5

5. Safe neighborhood security 1 2 3 4 5

6. Living environment factor

 Statements Strongly Disagre Neutr Agree Strongly
disagree e al agree

1. Clean Surrounding 1 2 3 4 5

2. quality assurance of water and 1 2 3 4 5

air

3. Relationship 1 2 3 4 5

4. Number of roommates 1 2 3 4 5

References

13. Huy. Ng & Loi, Ng ,” Study on student hiring behavior at Hanoi University of
Industry” (2020),From Industry and Trade Magazine:
https://tapchicongthuong.vn/bai-viet/nghien-cuu-hanh-vi-thue-nha-tro-cua-sinh-vien-
truong-dai-hoc-cong-nghiep-ha-noi-73954.htm
14. “Research on factors affecting student accommodation behavior at Hue
University”(2018) , LuanVan.co:

http://www.luanvan.co/luan-van/nghien-cuu-ve-cac-yeu-to-anh-huong-den-hanh-
vi-thue-tro-cua-sinh-vien-tai-dai-hoc-hue-36843/

15. Schiffman, Leon G.; Bednall, David; O'Cass, Aron; Paladino, Angela; Ward, Steve;
Kanuk, Leslie. (2005). Consumer Behavior. Pearson Education Australia.
16. 2. David L.Loudon và Albert J. Della Bitt. (1993). Consumer Behavior: Concepts and
Applications. New York, USA: McGraw-Hill Education.
17. 3. Charles W. Lamb, Joseph F. Hair and Carl McDaniel (2000), Essential of
Marketing, South-Western, a part of Cengage Learning.
18. 4. Philip Kotler, Gary Armstrong. (2009). Principles of Marketing. Millennium
Edition