臺灣博碩士論文加值系統

There are 2 main objectives of this research: (1) to identify the factors affecting the intention to use the service of purchasing electronic goods online, (2) to suggest solutions for service providers to improve the functions, services to meet the consumer’s requirements. This research adopts two research methods, including qualitative preliminary study and quantitative empirical study.
In qualitative preliminary phase, the study identified factors affecting online shopping for electronic goods services such as: (1) price expectancy, (2) perceived convenience, (3) perceived ease of use, (4) perceived enjoyment, (5) social influence, (6) perceived risk. In quantitative empirical phase, 259 questionnaires were collected and multiple regression analysis results showed that those factors have positive influences to the intention to use the service of purchasing electronic goods services, such as price expectancy, perceived convenience, perceived ease of use, perceived enjoyment, social influence. However, perceived risk has negative influence.
The results of this study help providers to understand thoroughly the factors affecting the intention to use service of purchasing electronic goods online. So they can improve the design and development functions and services that meet the consumer’s needs. Besides, the study also provides a scientific document on online shopping, through building a framework of factors affecting the intention to use service of purchasing electronic goods online, it will help researchers to understand deeply about Vietnamese market.

There are 2 main objectives of this research: (1) to identify the factors affecting the intention to use the service of purchasing electronic goods online, (2) to suggest solutions for service providers to improve the functions, services to meet the consumer’s requirements. This research adopts two research methods, including qualitative preliminary study and quantitative empirical study.
In qualitative preliminary phase, the study identified factors affecting online shopping for electronic goods services such as: (1) price expectancy, (2) perceived convenience, (3) perceived ease of use, (4) perceived enjoyment, (5) social influence, (6) perceived risk. In quantitative empirical phase, 259 questionnaires were collected and multiple regression analysis results showed that those factors have positive influences to the intention to use the service of purchasing electronic goods services, such as price expectancy, perceived convenience, perceived ease of use, perceived enjoyment, social influence. However, perceived risk has negative influence.
The results of this study help providers to understand thoroughly the factors affecting the intention to use service of purchasing electronic goods online. So they can improve the design and development functions and services that meet the consumer’s needs. Besides, the study also provides a scientific document on online shopping, through building a framework of factors affecting the intention to use service of purchasing electronic goods online, it will help researchers to understand deeply about Vietnamese market.

ACKNOWLEDGEMENTS I
ABSTRACT II
CONTENTS III
Tables V
Figures VI
Chapter1 Introduction 1
1.1 Background and Motivation 1
1.2 Research Purposes and Objectives 2
1.2.1 Research purposes 2
1.2.2 Research objectives: 2
1.3 Research Scope and Limitations 2
1.4 The Structure of this Study 2
Chapter 2 Literature Review 4
2.1 Overview of the online shopping 4
2.1.1 Definition of online shopping 4
2.1.2 The development of online selling in the world 4
2.1.3 The development of online selling in Vietnam 5
2.2 Related theories about consumer behavior 5
2.2.1 Theory of reasoned action of Ajzen and Fishben, 1975 (TRA) 5
2.2.2 Theory of perceived risk of Bauer, 1960 (TPR) 6
2.2.3 Technology acceptance model of Davis, 1989 (TAM) 7
2.2.4 E-commerce acceptance model of Ahn, Park and Lee, 2004 (E-CAM) 7
2.2.5 Unified technology and acceptance and use technology of Venkatesh et al., 2003 (UTAUT) 7
2.3 Previous studies about behaviors of online shoppers 9
2.3.1 Vietnamese studies behaviors of online shoppers 9
2.3.2 Foreign studies about behaviors of online shoppers 9
2.4 Hypotheses 12
Chapter 3 Research Methodology 14
3.1 Research Framework and Hypotheses 14
3.2 Research methodology 15
3.3 Research subjects 15
3.4 Research tools 15
3.5 Research procedure 18
3.6 Data collection 19
3.7 Analysis of data 20
3.7.1 Descriptive statistics 20
3.7.2 Reliability test analysis 20
3.7.3 Exploratory factor analysis 21
3.7.4 Multiple linear regression 21
Chapter 4 Research Results and Analysis 23
4.1 Characteristics of survey samples 23
4.1.1 Information about the awareness of service of purchasing electronic goods 23
4.1.2 Characteristics of the respondents 25
4.2Cronbach’s Alpha analysis results 26
4.3 Exploratory Factor Analysis (EFA) 27
4.3.1 Evaluation criteria: 27
4.3.2 Results of the analysis 28
4.4 Research framework after the evaluation of scale 30
4.5 Test the research framework and hypotheses 30
4.5.1 Analyze Pearson correlations 30
4.5.2 Regression analysis 32
4.5.3 Test hypotheses 34
4.5.4 Analyze the difference 36
4.6 Compare with previous studies 39
4.6.1 Price expectancy-perceived convenience 40
4.6.2 Perceived ease of use 40
4.6.3 Social influence 40
4.6.4 Perceived enjoyment 40
4.6.5 Perceived risk in use 41
Chapter 5 Conclusions and Suggestions 42
5.1 Conclusions 42
5.2 Recommendations for enterprises providing service of buying electronic goods online 43
5.3 The contribution of research 45
5.3.1 Theoretical contribution 45
5.3.2 Practical contribution 46
5.3.3 Limitation & recommendation for further study 46
References 47
Attachment 49
Appendix I 49
Appendix II 53
MULTIPLE REGRESSION ANALYSIS 59

AlAwadhi, S. & Morris, A. (2008). The Use of the UTAUT Model in the Adoption of E-government Services in Kuwait. Proceedings of the 41st Hawaii International Conference on System Sciences, 1-11.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103 (3), 411-423.
Bauer, R. A. (1960). Consumer Behavior As Risk Taking, In D. Cox (ed.), Risk Taking and Information Handling in Consumer Behavior, Harvard University Press, 23-34.
Cha, S.H.(2010). Consumer responses after an unsatisfactory online apparel shopping and return experience: shopping orientation and perceived justice approaches (Unpublished master’s thesis). Oregon State University.
Cheung C.M.K. & Lee M.K.O. (2005). Research Framework for Consumer Satisfaction with Internet Shopping. Sprouts: Working Papers on Information Systems, 5(26). Retrieved from http://sprouts.aisnet.org/5-26.
Davis, F.(1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 318-341.
Descriptive statistics. (n.d.). In Wikipedia-The free encyclopedia. Retrieved April 17, 2015, from http://en.wikipedia.org/wiki/Descriptive_statistics#cite_note-1.
Fishbein M. & Ajzen, I (1975). Belief, Attitude, Intention and Behavior: An Introduction to theory and research. Reading MA: Addison-Wesley.
Hai, D. (2014, November 27). Mỗi ngày có bao nhiêu người sử dụng Internet?. Báo đâì tư. Retrieved from http://baodautu.vn.
Hair, J.F. Jr. , Anderson, R.E., Tatham, R.L., & Black, W.C. (1998). Multivariate Data Analysis, (5th Edition). Upper Saddle River, NJ: Prentice Hall.
Hasslinger, A., Hodzic, S., & Opazo, C. (2007). Customer behaviour in Online Shopping (Unpublished master’s thesis). Kristianstad University.
Hoang, H. (2005, February 22). Internet VN 2005: Mốt băng rộng thịnh hành. Vietnamnet. Retrieved from http://www.vietnamnet.vn.
Joongho Ahn, Jinsoo Park, Dongwon Lee (2004). Risk Focused e-Commerce adoption model- A cross Country Study. Journal of Global Information Technology Management, 7(2), 6-30.
Jusoh, Z.M. & Ling, G.H. (2012). Factors influencing consumers ‘ attitude towards e-commerce purchases through online shopping. International Journal of Humanities and Social Science, 4(2), 35-42.
Lê, N. D. (2008). Khảo sát một số yếu tố tác động đến xu hướng sử dụng thanh toán điện tử (Unpublished master’s thesis). University of Polytechnic.
Manzari, M. (2008). Intention to use Internet reservation systems by Iranian Airline Passengers (Unpublished master’s thesis). Lulea University of Technology.
Moon, J.W. & Kim Y.G. (2001). Extending the TAM for a World-Wide-Web context. Information and Management, 38(4), p. 217-230.
Phạm, B. H.(2004). Khảo sát một số yếu tố tác động đến sự sẵn sàng của thương mại điện tử (Unpublished master’s thesis). University of Polytechnic.
Rao, U. (2007). Adoption or Non-adoption: Profiling Internet usage among tourists to New Zealand (Unpublished master’s thesis).The University of Waikato.
Tang, T. W. & Chi, W. H. (2009). The Role of Trust in Customer Online Shopping Behavior: Perspective of Technology Acceptance Model. Taiwan: National Dong-Hwa University.
Venkatesh, V., Morris, M. G., Davis, G. B. and Davis, F. D. (2003). User acceptance of information technology: toward a unified view. MIS Quarterly, 27(3), 425-478.