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

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