Luận văn thạc sĩ UEH: Các yếu tố ảnh hưởng ý định dùng thương mại di động tại VN

Luận văn thạc sĩ nghiên cứu ueh factors influencing the customers intention to use mobile commerce services in vietnam an, đánh giá hiện trạng, phân tích vấn đề, đề xuất biện pháp

• Tác giả: Trần Đức Thuận
• Người hướng dẫn: Dr. Đinh Công Khải
• Trường học: University of Economics Ho Chi Minh City
• Chuyên ngành: Business
• Đề tài: Factors Influencing The Customers’ Intention To Use Mobile Commerce Services In Vietnam: An Empirical Analysis
• Loại tài liệu: Luận văn thạc sĩ
• Năm xuất bản: 2015
• Địa điểm: Hồ Chí Minh

Mục lục chi tiết

• ACKNOWLEDGEMENTS
• ABSTRACT
• TABLE OF CONTENTS
• LIST OF FIGURES
• LIST OF TABLES
• 1. CHAPTER 1: INTRODUCTION
• 1.1. Statement of purposes and research questions
• 1.2. Scope of the study
• 1.3. Significance of the study
• 2. CHAPTER 2: LITERATURE REVIEW
• 2.1. Mobile Shopping and Retailing
• 2.2. General Packet Radio Service (GPRS)
• 2.3. Wireless Application Protocol (WAP)
• 2.4. Wireless Local Area Network (WLAN)
• 2.5. The Third Generation - 3G
• 2.6. The Fourth Generation - 4G
• 2.7. Technology Acceptance Model (TAM)
• 2.8. Rationale for hypotheses
• 2.9. Perceived usefulness and the behavioral intention to use M-commerce
• 2.10. Perceived ease of use and the behavioral intention to use M-commerce
• 2.11. Compatibility and the behavioral intention to use M-commerce
• 2.12. Perceived cost and the behavioral intention to use M-commerce
• 2.13. Perceived trust and the behavioral intention to use M-commerce
• 2.14. Moderating variable – Self-efficacy
• 3. CHAPTER 3: RESEARCH METHODOLOGY
• 3.1. The research approach and research procedure
• 3.2. Independent and moderating variables
• 3.3. Dependent variable: consumer’s intention to use M-commerce
• 3.4. Data analysis method
• 4. CHAPTER 4: EMPIRICAL RESULTS & DISCUSSIONS
• 4.1. Samples and Demographics statistics
• 4.2. Exploratory Factor Analysis
• 4.3. The revised hypotheses and conceptual model
• 4.4. Multiple Linear Regression Analysis
• 4.5. Discussions of findings
• 4.6. Discussions of findings for H1, H2, H4, H5
• 4.7. Discussions of findings for Moderation of Self-efficacy
• 5. CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
• 5.1. Limitations and recommendations for future researches
• APPENDIX B: DATA ANALYSIS OUTPUT

Tóm tắt

I. Tổng quan về luận văn thạc sĩ UEH về thương mại di động

Luận văn thạc sĩ của Trần Đức Thuận tại UEH nghiên cứu các yếu tố ảnh hưởng đến ý định sử dụng dịch vụ thương mại di động tại Việt Nam. Nghiên cứu này không chỉ cung cấp cái nhìn sâu sắc về hành vi tiêu dùng mà còn giúp các nhà cung cấp dịch vụ hiểu rõ hơn về nhu cầu của khách hàng.

1.1. Định nghĩa thương mại di động và tầm quan trọng của nó

Thương mại di động (M-commerce) là khả năng thực hiện các giao dịch thương mại qua các thiết bị di động. Với sự phát triển của công nghệ không dây, M-commerce đang trở thành một phần quan trọng trong nền kinh tế số.

1.2. Mục tiêu nghiên cứu và câu hỏi nghiên cứu

Mục tiêu của nghiên cứu là xác định các yếu tố ảnh hưởng đến ý định sử dụng M-commerce tại Việt Nam. Câu hỏi nghiên cứu chính là: Những yếu tố nào ảnh hưởng đến ý định sử dụng dịch vụ thương mại di động của khách hàng?

II. Các thách thức trong việc áp dụng thương mại di động tại Việt Nam

Mặc dù M-commerce đang phát triển nhanh chóng, nhưng vẫn còn nhiều thách thức mà các nhà cung cấp dịch vụ phải đối mặt. Những thách thức này bao gồm sự thiếu hiểu biết của người tiêu dùng, vấn đề bảo mật và chi phí cao.

2.1. Thiếu hiểu biết về M commerce

Nhiều người tiêu dùng vẫn chưa hiểu rõ về lợi ích của M-commerce, dẫn đến việc họ không sẵn sàng áp dụng công nghệ này trong cuộc sống hàng ngày.

2.2. Vấn đề bảo mật và chi phí

Bảo mật thông tin cá nhân là một trong những mối lo ngại lớn nhất của người tiêu dùng khi sử dụng dịch vụ M-commerce. Ngoài ra, chi phí cho việc sử dụng dịch vụ cũng là một yếu tố cản trở.

III. Phương pháp nghiên cứu trong luận văn thạc sĩ UEH

Nghiên cứu sử dụng phương pháp định lượng để phân tích các yếu tố ảnh hưởng đến ý định sử dụng M-commerce. Dữ liệu được thu thập từ 608 người dùng tại Việt Nam thông qua khảo sát trực tiếp và trực tuyến.

3.1. Thiết kế khảo sát và thu thập dữ liệu

Khảo sát được thiết kế với các câu hỏi đa lựa chọn nhằm thu thập thông tin về hành vi và thái độ của người tiêu dùng đối với M-commerce.

3.2. Phân tích dữ liệu và kết quả

Dữ liệu thu thập được phân tích bằng phương pháp hồi quy đa biến để xác định mối quan hệ giữa các yếu tố và ý định sử dụng M-commerce.

IV. Kết quả nghiên cứu và ứng dụng thực tiễn

Kết quả nghiên cứu cho thấy rằng các yếu tố như tính hữu ích, tính dễ sử dụng, chi phí và độ tin cậy có ảnh hưởng đáng kể đến ý định sử dụng M-commerce của khách hàng tại Việt Nam.

4.1. Tác động của tính hữu ích và tính dễ sử dụng

Nghiên cứu chỉ ra rằng nếu người tiêu dùng cảm thấy dịch vụ M-commerce hữu ích và dễ sử dụng, họ sẽ có xu hướng sử dụng dịch vụ này nhiều hơn.

4.2. Độ tin cậy và chi phí sử dụng

Độ tin cậy của dịch vụ và chi phí liên quan đến việc sử dụng M-commerce cũng là những yếu tố quan trọng ảnh hưởng đến quyết định của người tiêu dùng.

V. Kết luận và triển vọng tương lai của M commerce tại Việt Nam

Nghiên cứu kết thúc với những khuyến nghị cho các nhà cung cấp dịch vụ M-commerce tại Việt Nam nhằm cải thiện chất lượng dịch vụ và thu hút nhiều khách hàng hơn.

5.1. Khuyến nghị cho các nhà cung cấp dịch vụ

Các nhà cung cấp dịch vụ cần tập trung vào việc nâng cao độ tin cậy và giảm chi phí để thu hút người tiêu dùng.

5.2. Triển vọng phát triển M commerce trong tương lai

Với sự phát triển không ngừng của công nghệ, M-commerce có tiềm năng lớn để phát triển mạnh mẽ tại Việt Nam trong những năm tới.

Trích đoạn nội dung tài liệu

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ------------------------------ Tran Duc Thuan FACTORS INFLUENCING THE CUSTOMERS’ INTENTION TO USE MOBILE COMMERCE SERVICES IN VIETNAM: AN EMPIRICAL ANALYSIS MASTER OF BUSINESS (Honours) Ho Chi Minh City - Year 2015 LUAN VAN CHAT LUONG download : add [e-mail] UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ------------------------------ Tran Duc Thuan FACTORS INFLUENCING THE CUSTOMERS’ INTENTION TO USE MOBILE COMMERCE SERVICES IN VIETNAM: AN EMPIRICAL ANALYSIS ID: 22120112 MASTER OF BUSINESS (Honours) SUPERVISOR: Dr. DINH CONG KHAI Ho Chi Minh City - Year 2015 LUAN VAN CHAT LUONG download : add [e-mail] ACKNOWLEDGEMENTS The research described in this Master’s thesis was carried out during the second half of the year 2014 in Ho Chi Minh and Hanoi City. I would like to take this honor to acknowledge those who always helped, encouraged, and supported me during writing this thesis, who I will always passionately remember. First of all, I would like to express my gratitude to my supervisor, Dr. Dinh Cong Khai, for his guidance, advices and support throughout my thesis. It is due to his patient encouragement that I was motivated to accomplish my Master’s thesis. Secondly, I would like to thank all the ISB Research Committee, the lecturers, and the staff at International School of Business and University of Economics Ho Chi Minh City for everything you have done for me during the MBA course. Thirdly, I would like to express my special thanks to my beloved family and friends who provided support and encouragement throughout this long process. Finally, I would like to show my thankfulness to those who participated in this study. Your valuable contributions play an important role for the completion and success of the study. Ho Chi Minh City, Vietnam, December 07th, 2014 Tran Duc Thuan i LUAN VAN CHAT LUONG download : add [e-mail] ABSTRACT Mobile commerce (M-commerce) refers to the ability to conduct wireless commerce transactions using mobile applications in mobile devices. M-commerce is marking a new era of innovation in business. Advances in wireless technology have increased the number of people using mobile devices and accelerated the rapid development of M-commerce conducted with these devices. The purpose of this study is to investigate the factors influencing the customers’ intention to use M-commerce in Vietnam. In order to evaluate those factors, the extended Technology Acceptance Model (TAM) that integrates Innovation Diffusion Theory (IDT) is implemented to investigate what determine users’ adoption of M-commerce, in which we explore the relationships among those following factors, namely, Perceived Usefulness & Compatibility, Perceived Ease of Use, Perceived Cost, Perceived Trust toward Intention to Use M-commerce services. Furthermore, Self – Efficacy was analyzed as a moderator. The quantitative research method was used. Through the direct and online survey, data collected from 608 users in Vietnam were tested against the research model using the hierarchical multiple regression analysis approach. The results strongly support the proposed conceptual model in predicting customer’s intention to use M-commerce services. The findings made a contribution in terms of allowing us to understand the factors that can contribute to the adoption of M-commerce in Vietnam. This study successfully extends the TAM in the context of M-commerce by incorporating three additional constructs – Compatibility, Perceived Cost and Perceived Trust. Moreover, several implications for information technology/information system acceptance research and M-commerce service management practices are discussed. Keywords: Mobile commerce, M-commerce, Perceived Usefulness & Compatibility, Perceived Ease of Use, , Perceived Cost, Perceived Trust, Behavioral intention. ii LUAN VAN CHAT LUONG download : add [e-mail] TABLE OF CONTENTS ACKNOWLEDGEMENTS . ii TABLE OF CONTENTS . iii LIST OF FIGURES . vi LIST OF TABLES . vii CHAPTER 1: INTRODUCTION . Statement of purposes and research questions . Scope of the study . Significance of the study . 4 CHAPTER 2: LITERATURE REVIEW . Mobile Shopping and Retailing. General Packet Radio Service (GPRS) . Wireless Application Protocol (WAP) . Wireless Local Area Network (WLAN) . The Third Generation - 3G. The Fourth Generation - 4G . Technology Acceptance Model (TAM). Rationale for hypotheses . 15 iii LUAN VAN CHAT LUONG download : add luanvanchat@agmail. Perceived usefulness and the behavioral intention to use M-commerce . Perceived ease of use and the behavioral intention to use M-commerce . Compatibility and the behavioral intention to use M-commerce . Perceived cost and the behavioral intention to use M-commerce . Perceived trust and the behavioral intention to use M-commerce. Moderating variable – Self-efficacy . 22 CHAPTER 3: RESEARCH METHODOLOGY . The research approach and research procedure . Independent and moderating variables. Dependent variable: consumer’s intention to use M-commerce . Data analysis method. 29 CHAPTER 4: EMPIRICAL RESULTS & DISCUSSIONS . Samples and Demographics statistics . Exploratory Factor Analysis . The revised hypotheses and conceptual model . Multiple Linear Regression Analysis . Discussions of findings . Discussions of findings for H1, H2, H4, H5 . Discussions of findings for Moderation of Self-efficacy. 48 CHAPTER 5: CONCLUSION AND RECOMMENDATIONS. 56 iv LUAN VAN CHAT LUONG download : add luanvanchat@agmail. Limitations and recommendations for future researches .67 APPENDIX B: DATA ANALYSIS OUTPUT .74 v LUAN VAN CHAT LUONG download : add [e-mail] LIST OF FIGURES Figure 1: Research Model . 22 Figure 2: Research Procedure . 24 Figure 3: Revised Conceptual Model. 43 Figure 4: The Histogram . 84 Figure 5: The Normal P-P Plot of Regression Standardized Residual . 85 vi LUAN VAN CHAT LUONG download : add [e-mail] LIST OF TABLES Table 3.1: Sources of Measurement .2: Scale items of factors influencing the intention to use M-commerce .1: The profile of respondents .2: The reliability statistics .3: KMO and Barlett’s test .4: Total Variance Explained .5: Rotated Component Matrix.6: The revised Cronbach’s Alpha summary after EFA .7: Result of factor analysis.9: Coefficient of multiple linear regression analysis .10: Model summary of multiple linear regression analysis .11: Model summary with moderating variable of Self Efficacy .12: Hierarchical Regressions result with moderating variable of Self-Efficacy. 52 vii LUAN VAN CHAT LUONG download : add [e-mail] CHAPTER 1: INTRODUCTION 1. Research Background Mobile Commerce (M-commerce) is a concept that involves different applications, new technologies and services which are accessible from Internet enabled Mobile devices. Mobile Commerce is also known as Mobile Electronic Commerce (Zhang et al. In other words, M-commerce transactions are basically electronic transactions conducted using a mobile terminal and a wireless network. Mobile terminals include all portable devices such as smartphones, laptops, net books, tablet computers and phablets as well as devices mounted in the vehicles that are capable of accessing wireless networks and performing M-commerce transactions (Veijalainen et al. A simple definition of M-commerce describes it as any transaction with a monetary value that is conducted via a mobile telecommunications network (Müller-Veerse, 1999). M-commerce is a new concept and emerging in a context of an established norms, rules and standards. With an increasingly powerful mobile technologies like 3G and the Internet of Things, M- commerce has emerged as a new business phenomenon and has become a market with great potential (Zhang et al. It will continue to extend the way organizations conduct business, and change the relationships between companies, customers, suppliers and partners. A report by the end of 2012 from BI Intelligence took a close look at the dollar value potential of the mobile commerce market and showed that in the United States, 29 percent of mobile users had made a purchase with their phones. Tablets even drove more traffic to online retailers than smartphones, and tablet consumers spent more per transaction than PC-based shoppers. According to Bank of America’s forecast, in year 2015, American and European shoppers will spend $67.1 billion on smartphone and tablet retail purchases. An illustration of a topical success of M-commerce is Uber. Uber is a ridesharing service headquartered in San Francisco, United States, which operates in multiple international cities. The company uses a smartphone application to arrange rides between riders and 1 LUAN VAN CHAT LUONG download : add luanvanchat@agmail. By August 29, 2014, Uber has been very successful in 45 countries and more than 200 cities around the world and the estimated value of the company up to US$18. Despite having some legal issues, the company received more than US$300 million from the venture capital companies like Google Ventures, Benchmark, and individual investors like CEO of Amazon.com - Jeff Bezos. At present, Uber is available in Ho Chi Minh City and Hanoi, Vietnam. In Vietnam, there are a growing number of wireless technology users in mobile devices, especially smartphones and tablets. Data from the Vietnamese General Statistics Office (GSO) showed that there were 120 million mobile subscribers in Vietnam by the end of September 2012, and 16 million 3G subscribers in the country by May 2012. Ministry of Information and Communications (MIC) has predicted that there would be 137 million mobile subscribers and 35 million 3G subscribers by the end of 2017 (MIC, Vietnam Telecommunication Report Q. According to Spire, a market research and consulting company, Vietnam is expected to have one smartphone user in every four citizens, increasing the number of smartphones in use in the local market to 20 million units by 2014. Consumers have shifted to using smartphones to connect to social networks, access the Internet and digital entertainment. Research Motivation Despite the rapidly growing number of mobile device users and 3G subscribers in Vietnam, M-commerce is a relatively new service compared to other markets. The number of people who choose to adopt or use M-commerce technology is still rather low in comparison with other countries such as Europe, The U., Japan, South Korea and Singapore, etc. The M-commerce service providers and marketers in Vietnam are lacking of a clear direction toward understanding the factors affecting the adoption of M-commerce. The current key providers in the market have not satisfied the users with the services well enough. Furthermore, mobile devices and wireless technologies are always changing and becoming more and more modern and diverse with a rapid speed, but there are not many 2 LUAN VAN CHAT LUONG download : add [e-mail] researchers updating studies about this problem in Vietnam to find out the effective way to attract Vietnamese customers' intention toward M-commerce use. To fill those gaps, this research will help find out what factors affect the Vietnam consumers' intention to use the M- commerce services. Statement of purposes and research questions This study aims to identify factors that can explain the customers’ intention to use M-commerce in Vietnam. To be able to achieve the stated purpose above, following research questions will be investigated: • What factors affect customers' intention to use M-commerce in Vietnam? • How does the proposed conceptual research model explain the variances of customer’s M-commerce acceptance intention? 1. Scope of the study The target population of this study includes individuals in Vietnam who are owners of mobile phones or other mobile devices which can be used to connect and access to the Internet through a wireless network. Given the limited resources and time, the empirical data for the study was collected from the universities and offices in Ho Chi Minh and Hanoi city, Vietnam. Interviewees on this study include students and white - collar workers. Significance of the study Nowadays, with a very harsh business competition and intensive growing of the applications of the wireless technologies and mobile devices, this study hopes to explore the insights of the Vietnamese customers about M-commerce services and what key factors which affect them in adoption of the services. It will become more and more important how the users perceive the service and the emotional impact and pleasure that the service creates and maintains. By explaining usage intention from consumers’ perspectives, we hope that the findings of this study will help M- 3 LUAN VAN CHAT LUONG download : add [e-mail] commerce practitioners to develop better user accepted M-commerce systems, as well as provide insights into how to promote advanced information technology to potential customers.