臺灣博碩士論文加值系統

The Internet enables lity to function as a business medium. As the speedily developed of E-Commerce around the world, it is important for the services providers in Vietnam to understand what affect the users in deciding to participate in E- commerce, it is important to understand why and how users perceive and adopt E-Commerce. The Technology Acceptance Model (TAM) was used to investigate how customers perceive and adopt E-Commerce, in that focusing on four E-Commerce activities: Online Shopping, Online Banking, Online Investing, and Online Services. The questionnaire was designed and used it to survey 168 internet users, who are working in offices and using internet, all of the respondents are working in the two biggest cities in Vietnam. Multi Regression was used to analyze the data. The analyzed data indicated that three attributes (Perceived Usefulness, Perceived Ease of Use, and Perceived Web Security Protection) play a significant role in the Extended TAM model. The results from this research will afford researchers and E-Commerce field of Vietnam a better knowledge to develop and catch up with E-Commerce activities in other countries.

ABSTRACT i
Acknowledgment ii
Table of Contents iii
List of Table v
List of Figure vi
List of Figure vi
Chapter 1. Introduction 1
1.1. Research Background and Motivation 1
1.1.1. Overview of E-Commerce 1
1.1.2. Introdution of Four E-Commerce Activities 2
1.2. Research Objective 6
1.3. Research Process 7
1.4. The Structure of the Study 7
Chapter 2. Literature Review 9
2.1. Theory of Reason Action (TRA) 9
2.2. Technology Acceptance Model (TAM) 10
2.3. Extended Technology Acceptance Model 12
2.4. Literature about Four E-Commerce Activities 14
Chapter 3. Research Method 22
3.1. Designing the Research Model and Hypotheses 22
3.1.1. Perceived Usefulness and Perceived Ease of Use 22
3.1.2. Perceived Security Protection 25
3.1.3. Relation between Attitude and Intention 27
3.2. Data Analysis Process 29
3.2.1. Perceived Usefulness 30
3.2.2. Perceived Ease of Use 31
3.2.3. Perceived Security Protection 31
3.2.4. Attitude 32
3.2.5. Intention to Use 32
Chapter 4. Data Analysis and Research Finding 34
4.1. Descriptive Analysis of Sample Demographics 34
4.2. Reliability Analysis 35
4.3. Factor Analysis 38
4.3. Linear Regression Analysis for Testing Hypotheses 43
4.4. Discussions 47
Chapter 5. Conclusion and Future Research 56
5.1. Conclusion 56
5.2. Contribution 57
5.3. Limitation and Future Research 58
Reference 60
Appendix I: Questionnaire 73

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