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研究生:黃光輝
研究生(外文):Hoang Quang Huy
論文名稱:Study of Factors Affecting the Decision to Buy Online Electronics in the Area of Ho Chi Minh and Nearby Provinces
論文名稱(外文):Study of Factors Affecting the Decision to Buy Online Electronics in the Area of Ho Chi Minh and Nearby Provinces
指導教授:吳勝傑吳勝傑引用關係
指導教授(外文):Sheng-Chieh Wu
學位類別:碩士
校院名稱:美和科技大學
系所名稱:企業管理系經營管理碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:英文
論文頁數:101
中文關鍵詞:Online ShoppingElectronic ProductsBuyer’s Decsion
外文關鍵詞:Online ShoppingElectronic ProductsBuyer’s Decsion
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There are 2 main objectives of this research: (1) Identify the factors affecting the Usage Intention of online shopping for electronic goods services, (2) Suggest solutions to online shopping for electronic goods service providers to improve the functions, services to meet the consumer’s requirements. This research includes two phases: qualitative exploratory study and quantitative official study.
In qualitative exploratory phase, the study identified factors affecting to online shopping for electronic goods services such as: (1) Perceived of price, (2) Perceived of convenience, (3) Perceived ease of use, (4) perceived of enjoyment, (5) Social influence, (6) Perceived of risk.
In quantitative official phase, 467 samples of questionnaire were collected (SPSS 16.0 software was used in processing collected data).
Multiple regression analysis results showed that the model was met with collected data and all hypotheses were accepted. Hypotheses such as: Perceived of price, Perceived of convenience, Perceived ease of use, Perceived of enjoyment, Social influence affecting positively to Usage Intention of online shopping for electronic goods services are supported. Besides, Perceived risk affecting negatively to Usage Intention of online shopping for electronic goods services is supported too.
Through the identification of factors affecting the intention to use e-services online shopping, research has provided the service provider of electronic sales over a specific look for your opinion consumers using online shopping services. At the same time service providers can refer to past research proposals to strengthen the competitiveness of its services to meet the needs of consumers.
This research study provides a direction for the service provider to perform similar studies with other items such as books, movies, .... Since then, more complete service online purchases in the context of Vietnam in particular and developing countries in general.

There are 2 main objectives of this research: (1) Identify the factors affecting the Usage Intention of online shopping for electronic goods services, (2) Suggest solutions to online shopping for electronic goods service providers to improve the functions, services to meet the consumer’s requirements. This research includes two phases: qualitative exploratory study and quantitative official study.
In qualitative exploratory phase, the study identified factors affecting to online shopping for electronic goods services such as: (1) Perceived of price, (2) Perceived of convenience, (3) Perceived ease of use, (4) perceived of enjoyment, (5) Social influence, (6) Perceived of risk.
In quantitative official phase, 467 samples of questionnaire were collected (SPSS 16.0 software was used in processing collected data).
Multiple regression analysis results showed that the model was met with collected data and all hypotheses were accepted. Hypotheses such as: Perceived of price, Perceived of convenience, Perceived ease of use, Perceived of enjoyment, Social influence affecting positively to Usage Intention of online shopping for electronic goods services are supported. Besides, Perceived risk affecting negatively to Usage Intention of online shopping for electronic goods services is supported too.
Through the identification of factors affecting the intention to use e-services online shopping, research has provided the service provider of electronic sales over a specific look for your opinion consumers using online shopping services. At the same time service providers can refer to past research proposals to strengthen the competitiveness of its services to meet the needs of consumers.
This research study provides a direction for the service provider to perform similar studies with other items such as books, movies, .... Since then, more complete service online purchases in the context of Vietnam in particular and developing countries in general.

ACKNOWLEDGMENTS I
ABSTRACT II
Contents III
Tables VII
Figures VIII
Chapter1 Introduction 1
1.1 Background and Motivation 1
1.2 Research Purpose, Objectives and Questions 2
1.2.1 Research purposes. 2
1.2.2 Research objectives. 2
1.2.3 Research question. 2
1.3 Research Scope and Limitations 3
1.4 Definition of Terms 3
1.5 The Structure of this Study 3
Chapter 2 Literature Review 5
2.1 Overview 5
2.1.1 Definition online shopping service. 5
2.1.2 Method of payment and delivery. 5
2.1.3 The development of online shopping on the world. 6
2.1.4 The development of the online shopping in Vietnam. 7
2.2 Theoretical Models 8
2.2.1 Theory of Reasoned Acion (TRA). 9
2.2.2 Theory of Perceived Risk (TPR). 9
2.2.3 Technology Acceptance Model (TAM). 10
2.2.4 e-Commerce Adoption Model (e-CAM). 11
2.2.5 Unified Technology Acceptance And Use Technology (UTAUT) 11
2.3 Previous Studies 13
2.3.1 The local research 13
2.3.2 The study abroad. 15
2.3.3 Appraise the previous research. 18
2.4 Proposed Research Model 21
2.4.1 Expected price. 23
2.4.2 Awareness convenience. 24
2.4.3 Awareness Ease of use. 24
2.4.4 Composition of social influence. 24
2.4.5 Composition cognitive interest. 25
2.4.6 Composition perceived risk related to products and services. 25
2.4.7 Demographic factors. 25
2.5 Summary Chapter 2 26
Chapter 3 Research Methodology 27
3.1 Research Design 27
3.1.1 Preliminary research. 27
3.1.2 Formal research. 27
3.2 Research Procedure 27
3.3 Proposed Measurement 29
3.3.1 Expected price measurement. 29
3.3.2 Awareness convenience measurement. 30
3.3.3 Awareness Ease of use measurement. 30
3.3.4 Composition of social influence measurement. 30
3.3.5 Composition cognitive interest measurement. 31
3.3.6 Composition perceived risk measurement. 31
3.3.7 Intend to use measurement. 31
3.4 Qualitative Research 32
3.4.1 Implement qualitative research. 32
3.4.2 Alignment measurement in qualitative research. 33
3.4.2.1 Expected Price Measurement 33
3.4.2.2 Awareness Convenience Measurement 34
3.4.2.3 Awareness Ease of use measurement. 34
3.4.2.4 Composition of social influence measurement. 35
3.4.2.5 Composition Cognitive Interest Measurement 35
3.4.2.6 Composition perceived risk measurement. 36
3.4.2.7 Intends to use measurement. 37
3.4.3 Summary of qualitative research 37
3.5 Quantitative Research 38
3.5.1 Population and sampling. 38
3.5.2 Data collection. 38
3.5.3 Analysis of data. 39
3.5.3.1 Reliability rating scale. 39
3.5.3.2 Factor analysis EFA discovery. 40
3.5.4 Analysis of multivariate regression. 41
3.5.4.1 Correlation analysis. 41
3.5.4.2 Multivariate regression analysis. 42
3.6 Summary Chapter 3 42
Chapter 4 Research Results and Analysis 44
4.1 Sample Characteristics 44
4.1.1 Identifying information to use service online shopping electronic products. 44
4.1.2 Information object properties studied. 46
4.2 Assess the Reliability of the Scale 47
4.2.1 Evaluation Criteria. 47
4.2.2 Analysis results Crombach Alpha 48
4.3 Analysis EFA Factor 49
4.3.1 Evaluation criteria. 49
4.3.2 Analysis results. 49
4.4 Research Model After Assessment Scale 51
4.5 Inspection of Research Model and Hypotheses 52
4.5.1 Correlation analysis. 52
4.5.2 Regression analysis. 54
4.5.3 Testing the hypothesis. 56
4.5.4 Analysis of Differences. 59
4.6 Comparison with Previous Research 63
4.6.1 Expectations of price, convenience awareness. 63
4.6.2 Awareness Ease of use 64
4.6.3 Social influence. 65
4.6.4 Feel the excitement. 65
4.6.5 Awareness of risk. 65
4.7 Summary Chapter 4 66
Chapter 5 Implications, Conclusions and Recommendations 67
5.1 Implications 67
5.2 Conclusions 68
5.3 Recommendations 71
5.3.1 Contribution to theory. 71
5.3.2 Contribution for practical. 72
5.4 Limitations and Direction Next Research 72
References 74
Appendix 1 78
Appendix 2 83
Appendix 3 86

I. English
Ahasanul Haque, Javad Sadeghzadeh, Ali Khatibi (2006). Identifying Potentiality Online Sales In Malaysia: A Study On Customer Relationships Online Shopping. Multimedia University, Malaysia,Journal of Applied Business Research, Vol. 22, No. 4.
Ajzen I., Fishbein M. (1975). Belief, Attitude, Intention and Behavior: An Introduction to theory and research, Addition-Wesley, Reading, MA.
Allen C. Johnston, Merrill Warkentin (2008). The online consumer trust construct: a web merchant practitioner perspective. Mississippi State University, Proceedings of the 7th Annual Conference of the Southern Association for Information Systems.
Anders Hasslinger, Selma Hodzic, Claudio Opazo (2007). Customer behaviour in Online Shopping. Kristianstad University, Master thesis.
Bauer, R. A. (1960). Consumer Behavior As Risk Taking, In D. Cox (ed.), Risk Taking and Information Handling in Consumer Behavior, Harvard University Press, pp. 23-34.
Cheung C.M.K., Lee M.K.O. (2005). Research Framework for Consumer Satisfaction with Internet Shopping. City University of Hong Kong, China. Sprouts:Working Papers on Information Systems, 5(26). http://sprouts.aisnet.org/5-26.
Davis, D. Fred, and Arbor, Ann. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly September 1989.
Eliasson Malin, Holkko Lafourcade Johanna, Smajovic Senida (2009). A study of women’s online purchasing behavior. Jönköping University.
Hairong Li, Cheng Kuo, Martha G. Russell (1999) The Impact of Perceived Channel Utilities, Shopping Orientations, and Demographics on the Consumers Online Buying Behavior. Retrieved JCMC 5 (2).
Jonna Isaksson, Stephanie Xavier (2009). Online communities – segments and buying behaviour profiles. Hogskolan I Boras, Master thesis.
Joongho Ahn, Jinsoo Park &; Dongwon Lee (2000), On the explanation of factors affecting e-Commerce adoption (ECAM). Carlson School of Management, University of Minnesota.
Joongho Ahn, Jinsoo Park, Dongwon Lee (2001). Risk Focused e-Commerce adoption model- A cross Country Study. Carlson School of Management, University of Minnesota.
Lidia C.&; Paul C. &; Harold T. l (2006). Validating the Unified Theory of Acceptance and Use of Technology (UTAUT) tool cross-culturally. University of Wales Swansea.
Lina Zhou, Liwei Dai, Dongsong Zhang (2007). Online shopping acceptance model — a critical survey of consumer factors in online shopping. Journal of Electronic Commerce Research, VOL 8, NO.1.
Mitra Karami (2006). Factors infuencing adoptions of online ticketing. Lulea University of Technology, Master thesis.
Moon J-W &; Kim Y.G (2001). Extending the TAM for a World-Wide-Web context. Information and Management, Vol. 38, p. 217-230.
Morteza A. Safavi (2007). Predicting important factors of customer behaviour on Online Shopping in Iran. Lulea University of Technology, Master Thesis.
Nielsen Consultant Association (2008). Trends in Online Shopping a Global Nielsen Consumer Report. Online Shopping Takes Off. Retrieved April 14, 2008.
Oded Lowengart, Noam Tractinsky (2001). Differential effects of product category on shoppers’ selection of web-based stores: a probabilistic modeling approach. Journal of Electronic Commerce Research, VOL. 2, NO. 4.
Saeed Monbeini (2008). The role of Loyal Consumers on Groccery E- commerce Adoption in Iran. Lulea University of Technology, Master Thesis.
Shan-Yan Huang, Ci-Rong Li, Chen-Ju Lin (2007). A literature review of online trust in business to consumer e-commerce transations, 2001-2006. Information Systems, Volume 8, No. 2.
Sherry Y. Chen, Robert D. Macredie (2005). The assessment of usability of electronic shopping: A heuristic evaluation. International Journal of Information Management 25 (2005) 516–532.
Sirkka L. Jarvenpaa, Noam Tractinsky, Lauri Saarinen Michael Vitale (1999). Consumer Trust in an Internet Store: A Cross-Cultural Validation. Retrieved JCMC 5.
Suha A. &; Annie M. (2008). The Use of the UTAUT Model in the Adoption of E-government Services in Kuwait. Proceedings of the 41st Hawaii Enjoynational Conference on System Sciences.
Suha AlAwadhi, Anne Morris (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.
Sun Lu (2009). On Consumer Confidence in the Online Store. International Symposium on Web Information Systems and Applications (WISA’09) Nanchang, P. R. China, May 22-24, 2009, pp. 419-423.
Tero P. &; Kari P. &; Heikki K. &; Seppo P. (2004). Consumer Acceptance of online banking: an extension of the technology acceptance model, Internet Research. Emerald Group Publishing Limited. ISSN 1066-2243, Volume 14- Number 3- 2004, p. 224-235.
Tzy-Wen Tang, Wen-Hai Chi (2009). The Role of Trust in Customer Online Shopping Behavior: Perspective of Technology Acceptance Model. National Dong-Hwa University, Taiwan.
Ulhas Rao (2007). Adoption and Non-Adoption: Profiling Internet Usage among Tourists to New Zealand. Waikato Management School, The University of Waikato, Hamilton, New Zealand.
Venkatesh, V., M. Morris, G. Davis and F. Davis (2003). User acceptance of information technology: toward a unified view. MIS Quarterly, p.425-478.
Xi Zhang, Yu Tang (2006). Customer Perceived E-service Quality in Online Shopping. Lulea University of Technology, Master Thesis.
II. Vietnamese
Report ecommerce Vietnam (2008). Department of Commerce. Release 2/2009.
Hoang Mai (2009). The percentage of Vietnamese Internet users has increased 100 times. Electronic Press People's Police. Released on 25/09/2009.
Path: http://ca.cand.com.vn/vi-vn/thoisuxahoi/tintucsukien/2009/9/151977.cand.
Hoang Trong Nguyen Mong Ngoc Chu (2005). Research Data Analysis with SPSS. Publisher Statistics.
Le Ngoc Duc (2008). Surveying a number of factors affecting the trend of using electronic payments. Master Thesis - Business Administration, Polytechnic University of Ho Chi Minh City.
Le Nguyen Hau (2008). Research methods in business class lecture courses Master of Business Administration, Polytechnic University of Ho Chi Minh City.
Nguyen Dinh Tho, Nguyen Thi Mai Trang (2007). Scientific studies marketing. Applied linear structural model SEM. HCM City National University Publishing House.
Pham Ba Huy (2004). Surveying a number of factors affecting the availability of e-Commerce, Business Administration Master's Thesis, Polytechnic University of Ho Chi Minh City.
Son Ngoc (2010). Bustling online purchases. The Pioneer. Released on 10/03/2010.
Path: http://www.tienphong.vn/Kinh-Te/188434/Nhon-rate to-buy-original-truc-tuyen.html.


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