UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business HUYNH TRAC SIEU FACTORS AFFECTING INTENTIONS TO USE MOBILE CONTENT SERVICES IN HO CHI MINH CITY MASTER OF BUSINESS (Honours) Ho Chi Minh City – Year 2014 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business HUYNH TRAC SIEU FACTORS AFFECTING INTENTIONS TO USE MOBILE CONTENT SERVICES IN HO CHI MINH CITY ID: 22120137 MASTER OF BUSINESS (Honours) SUPERVISOR: DINH CONG KHAI, PhD Ho Chi Minh City – Year 2014 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ii ACKNOWLEDGEMENT First and foremost, I respectfully express my gratefulness to my research instructor, Dr. Đinh Công Khải for his warmly supports, taking the time from the beginning of the research to shape my research design and during every step of the thesis process. To my ISB Research Committee (IRC), I would like to thank for your recommending and putting me back on track of research. Besides, I would be grateful to Professor Nguyễn Đình Thọ for his encouragement, insightful recommendations, and value requirements during my process.
My sincere thanks also come to my teachers at International Business School - University of Economic Ho Chi Minh City who provide a lot of knowledge for me during my MBA course. I would also like to thank many different individuals who help me in my developing research, especially the professional mobile development department in UFS International Inc. Moreover, I owe thanks to my close friend – Hồ Quang Chi Bảo; your assistances and contributed comments made my research measurement scales more accurate and fit. Furthermore, I would like to specially send my thanks to my classmates, my friends who are working in banks, schools, industrial zones, software development companies, and mobile application development companies for their support during my research.
Dad and Mom, I could not go far on my way without your encouragement. Again, I give my gratefulness to you, regarding to the many sacrifices you made. I am proud to be your son. Finally, to my beloved wife, I deeply appreciate the patience and sacrifices, which you sent to me.
Without your hands to take care our small home, I could never have made my thesis so far. LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com iii ABSTRACT The main purpose of this study is to examine the factors that affect customers’ behavioral intention to use mobile content services, which enhance the understanding of Vietnamese mobile consumers as client of technology services. The proposed research model base on Technology Acceptance Model (TAM) and the consideration of Yang and Yoo (2004), whereas both affective and cognitive attitudes as two parts of attitude construct in TAM. In this study, perceived convenience and perceived mobility are also introduced as external factors that reflect the behavioral intention to use mobile content services, in addition, the mediating role of affective attitude between cognitive attitude and behavior intention is investigated.
The study analyzed a sample of 505 consumer responses in Ho Chi Minh City, the results showed that all the cognitive and affective attitudes, perceived mobility, perceived convenience, perceived usefulness and perceived ease of use - have impact on the behavioral to use mobile content services via direct-effect, indirect- effect or both. The finding of this research most focused on providing a guideline for future direction of mobile content services, especially most focus on the attitude change toward using the mobile services. Keywords: Mobile content services, behavioral intention, cognitive attitude, affective attitude, perceived mobility, perceived convenience. LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com iv TABLE OF CONTENTS ACKNOWLEDGEMENT.
iii LIST OF FIGURES. vi LIST OF TABLES. vii LIST OF ABBREVIATIONS .5 Significance of the Research .7 Structure of Research. LITERATURE REVIEW AND RESEARCH MODEL .1 Mobile Content Services .2 Theory of Reasoned Action .3 Theory of Planned Behavior .4 Technology Acceptance Model.
Revised Original TAM with Separate Affective and Cognitive Attitude. Perceived Convenience – An External Variable of TAM .6 Research Model and Hypothesis Development. The Competitive Model. 29 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.
Qualitative Pilot Study. Quantitative Pilot Study. Confirmatory Factor Analysis. Structural Equation Modeling.
DATA ANALYSIS AND RESULTS .2 Confirmatory Factor Analysis .3 SEM Approach for Theoretical Model .4 Optimized the Theoretical Model .5 Competitive Model Test .6 Applying Bootstrap Procedure .9 Models’ Generalized Squared Multiple Correlation. CONCLUSIONS, IMPLICATIONS AND LIMITATIONS.3 Limitation and Further Research. 93 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com vi LIST OF FIGURES Figure 2. The Theory of Reasoned Action model……………………………….
Theory of Planned Behavioral. First modified version of TAM. Final version of TAM. TAM with Affective and Cognitive Attitude.
Revised TAM with Intention, Affective and Cognitive Attitude. The proposed theoretical model. The competitive model. Saturated model of the theoretical model.
Standardized SEM results for theoretical model. The optimized theoretical model. The Standardized SEM results of Competitive Model. The final research model.
56 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com vii LIST OF TABLES Table 2.1 Summary of Supporting Works for Research Proposition .3 Summary of the Data Collection Process .2 Correlations between Constructs .5 Relations of Constructs (Standardized) .6 Competing Measurement Modeling .7 Summary of Models .8 Competitive Model-Relations of Constructs (Standardized) .10 Hypotheses Test – Results (Standardized).11 The Direct, Indirect and Overall Effects.12 The Squared Multiple Correlations (R-squared Values). 60 Table A1 Original Measurement Scales. 77 Table A2 Measurement Scale (Draft Questionnaire). 78 Table A3 Final Measurement Scales (Final Draft Questionnaire).
80 Table D1 KMO and Bartlett's Test. 89 Table E1 Assessment of Normality. 90 Table E2 Estimates of Saturated Model (Unstandardized). 91 Table E3 Standardized Regression Weight (Saturated Model).
92 Table F1 Covariances – MI for Theoretical Model. 93 Table F2 SEM – Estimates Optimized Model (Unstandardized). 93 Table F3 SEM – Estimates Optimized Model (Standardized). 94 Table F4 SEM – Estimates Competitive Model (Unstandardized).
95 Table F5 SEM – Estimates Competition Model(Standardized). 96 Table F6 Bootstrap – Final Selected Model (Standardized). 97 Table F7 SEM – Variances of Residuals, Independent Constructs. 98 Table F8 Bootstrap – Bootstrap Distributions (Final Model).
99 Table F9 Squared Multiple Correlations. 101 Table F10 Standardized Residuals for Theoretical Model. 102 Table F11 Standardized Residuals for Optimized Model. 103 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com viii LIST OF ABBREVIATIONS AA Affective Attitude BI Behavior Intention CA Cognitive Attitude CFA Confirmatory Factor Analysis CFI Comparative Fit Index CMIN Chi-Squared Value EFA Exploratory Factor Analysis IS Information System KMO Kaiser-Meyer-Olkin Value MI Modification Indices ML Maximum Likelihood MCS Mobile Content Services P P-Value PC Perceived Convenience PEU Perceived Ease Of Use PM Perceived Mobility PU Perceived Usefulness RMSEA Root Mean Square Error Of Approximation SEM Structural Equation Modeling TAM Technology Acceptance Model TLI Tucker & Lewis Index TPB Theory Of Planned Behavior TRA Theory Of Reasoned Action LUAN VAN CHAT LUONG download : add luanvanchat@agmail.
INTRODUCTION This chapter introduces the background of mobile content services in general and a basic description of mobile content services in particular. Subsequently, the research motivation, research objectives, research scopes and methodology are mentioned.1 Research Background This research focuses on main factors affecting the behavioral intention to use mobile content services (MCS) among Vietnamese consumers. The relevance of the topic relates to important themes: the theme of continuous information technology (IT) development and the theme of information technology acceptance and use. These themes are extremely meaningful to the business sector because business process under information technology revolution is transforming the way we do business (Mahabir & Geeta, 2013).
Over the last few years, the developments of IT have pushed strong motivation forces on mobile technology. Therefore, mobile technology has grown up rapidly and brought a key impact on human life, as the number of mobile devices has reached 4.6 billion in the world (CBSnews, 2010). Gartner (2011) has reported that mobile applications would not only generate $15.9 billion in expected end-user spending in 2012, but also drive other smartphone segments such as advertising spending, phone device sales and mobile technology innovation. By offering context-aware features that provide various function services to a user’s mobile environment, mobile content services have redefined the user experiences and shaped a highly competitive marketplace, which enchants the interest of a number of stakeholders including device vendors, merchants, mobile application developers and marketing firms.
According to IDC’s Vietnam Quarterly Mobile Phone Tracker, a total 5.8 million mobile phones have been shipped to Vietnam in the second quarter of 2013. In LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 10 addition to the huge smartphone devices used, the internet users and mobile subscriber penetration of Vietnam are rated highly compared to others in Southeast Asia. The proportion of mobile subscribers sways the sceptre with 174% and internet usages are just lower than Singapore and Thailand (IMF, 2010). Compared to other countries in ASEAN, the Vietnamese market is at the maturity state of laptop product life cycle with the highest demand when it has reached a state of equilibrium, while smartphones and tablets are potential with low start.
Regarding the data usage, there are 2.1 billion advertisements served to mobile devices in Vietnam every month; that is more than 805 advertisements every second passing through mobile devices (ITU, 2012), 62% of Vietnam’s internet users accessed via mobile devices and mobile internet user in Vietnam reached 19 million – according to Mobile Day Vietnam (2012). Ernst and Young’s Advisory Services (2013) state regarding the mobile money, a part of mobile content services, as follows: We are convinced that the growth of mobile money services will be one of the most significant trends of the coming years. It promises many new benefits for users around the world and is undoubtedly going to shape the telecommunications, technology and financial services industries (p. The increasing roles of mobile devices and mobile content services in Vietnam based on the facts presented above have explained the reason why it is significant to investigate mobile content services.
Technology is one of the important factors profoundly changing the nature of services and the way in which firms interact with their customers (Bitner, 2001). Customers with their complex behaviors involve the use and disposal of products and services. However, “how to know” the consumer behaviors is difficult and complex to research, especially in technology market segment. Accordingly, explaining consumer acceptance of new technology such as mobile data content services has been a longstanding research.
Since the financial cost for mobile technology infrastructure has often been invested at high budget, it is wasted for LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 11 companies if they do not get enough mobile clients for their profit. Currently, there are dramatically successful Vietnamese mobile content services providers such as Mobifone, VinaPhone, Viettel, nhacuatui.com, and Zing. However, many other companies got failure and withdrew their businesses such as Beeline and Hanoi Mobile. Over the past two years, the mobile market in Vietnam has taken major steps forward but mobile content services have not matched potential.
Despite the rapid growth in the mobile content services, research towards consumers’ intention behavior is scarce. Hence, this study focuses on the factors affecting the behavioral intention of mobile content services and tries to clarify the factors influence the consumers’ behavioral intention in the context of Vietnam mobile market’s development.2 Research Motivation As numerous mobile devices are used for multi purposes, mobile content services provide many convenient ways for mobile clients to easily access information by mobile devices. Huge new mobile services are provided but the acceptance of these services has always been the big question and needs to be answered. Regarding the acceptance of mobile technology research, many studies have been conducted (Suoranta, 2003; Cheong & Park, 2005; Kaasinen, 2005; Lu, Yao & Yu, 2005).