臺灣博碩士論文加值系統

This research examines the factors influencing on online shopping adoption in Vietnam. Multiple theoretical perspectives are synthesized to hypothesize a model of online shopping behavior. An Extended Theory of Planned Behavior (ETPB) is used to studying the impact of factors on online shopping adoption. 152 valid responses were collected form Ton Duc Thang University and Nha Trang University; all most respondents are in-service students. The links between measurement model and structural model were analyzed by using SPSS and PLS techniques. The test of the model shows support for four of the seven research hypotheses. The reliability of data and scales was assessed by calculating Chronbach’s Alpha. The result of the study shows that the effects of the five antecedents of intentions accounted for 62.6 % of variance, and Over 34% of the variance in attitudes is explained by perceived consequences and personal innovativeness. And the analysis enable us to understand that customers’ intention to shop online is influenced firstly by behavioral control, and secondly by perceived consequences through attitudes. Using PLS analysis, we gain critical insight into the relationship between these factors and Vietnamese customers’ intentions

Abstract i
Acknowledgment iii
Table of Contents iv
List of Table vi
List of Figures vii
Chapter 1 Introduction 1 1
1.1. Online shopping status and furniture trend 1
1.2. Background and motivation 3
1.3. Target market status 7
1.4. Statement of the Research problem 9
1.5. Research questions 10
1.6. Definitions 11
Chapter 2 Theoretical Foundation 12
2.1. Literature review 12
2.1.1. Theory of Reasoned Action 12
2.1.2. Theory of Planned Behavior 14
2.1.3. Technology Acceptance Model 16
2.1.4. Triadis model 18
2.1.5. Innovation Diffusion Theory 21
2.2. Combination of the Theories 22
2.3. Research Model and Hypothesis 23
2.3.1. Behavioral intention 24
2.3.2. Perceived consequences 25
2.3.3. Attitudes 25
2.3.4. Personal innovativeness 26
2.3.5. Subjective norms 27
2.3.6. Behavior control 28
Chapter 3 Research Methods 31
3.1. Research purpose 31
3.2. Research approach 33
3.3. Research strategy 34
3.3.1. Survey 35
3.3.2. Pilot test 35
3.4. Sample selection 35
3.5. Data collection methods 37
3.6. Data analysis 38
3.7. Validity and reliability 38
3.7.1. Validity 38
3.7.2. Reliability 40
Chapter 4 Data Analysis 42
4.1. Data description 42
4.1.1. Missing data 42
4.1.2. Inconsistencies 43
4.1.3. Quantitative data presentation 43
4.1.4. Demographic 47
4.2. Measurement reliability 48
4.3. Factor analysis 51
4.3.1. Convergent validity 52
4.3.2. Discriminant validity 55
4.4. Effecting of demographics toward attitude and intention: using One-Way ANOVA test 56
4.5. Analysis of Constructs and Hypothesis Tests 58
4.6. Results and discussion 61
Chapter 5 Discussion and conclusion 65
5.1. Implication of the findings 65
5.2. Contributions 71
5.3. Limitations of the study 72
5.4. Implication for further research 73
5.5. Conclusion and suggestions 74
References 76
Appendix A Result from Visual PLS 81
Appendix B Questionnaire 82
Appendix C Questionnaire was translated to Vietnamese 86

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