(Luận văn) factors affecting intentions to use mobile content services in ho chi minh city

Mbus_HuynhTracSieu_MasterThesis_02252015.docx http://www.wi3.uni http://www.ebusinessforum.gr/content/downloads/MobilePaymentsinMComm http://www.cbsnews.com/news/number-of-cell-phones http://www.ey.com/Publication/vwLUAssets/Mobile_Money http://www.gartner.com/it/page.jsp?id=1544815 http://www.gso.gov.vn/default_encaspx?tabid=473&idmid=3 http://www.itu.int/en/ITUD/Statistics/Documents/publications http://epso.jrc.es/Docs/Backgrnd-2.pdf COVER ACKNOWLEDGEMENT ABSTRACT TABLE OF CONTENTS LIST OF FIGURES LIST OF TABLES LIST OF ABBREVIATIONS CHAPTER INTRODUCTION 1.1 Research Background 1.2 Research Motivation 1.3 Research Objectives 1.4 Research Scopes 1.5 Significance of the Research 1.6 Research Methodology 1.7 Structure of Research 1.8 Summary CHAPTER LITERATURE REVIEW AND RESEARCH MODEL 2.1 Mobile Content Services 2.2 Theory of Reasoned Action 2.3 Theory of Planned Behavior 2.4 Technology Acceptance Model 2.4.1 Revised Original TAM with Separate Affective and Cognitive Attitude 2.4.2 Perceived Convenience – An External Variable of TAM 2.5 Perceived Mobility 2.6 Research Model and Hypothesis Development 2.6.1 Theoretical Model 2.6.2 The Competitive Model 2.7 Summary CHAPTER RESEARCH METHODOLOGY 3.1 Research Process 3.2 Construct Measurement 3.3 Measurement Refinement 3.3.1 Qualitative Pilot Study 3.3.2 Quantitative Pilot Study 3.4 Main Study 3.5 Data Analysis 3.5.1 Confirmatory Factor Analysis 3.5.2 Structural Equation Modeling 3.6 Summary CHAPTER DATA ANALYSIS AND RESULTS 4.1 Sample Specification 4.2 Confirmatory Factor Analysis 4.3 SEM Approach for Theoretical Model 4.4 Optimized the Theoretical Model 4.5 Competitive Model Test 4.6 Applying Bootstrap Procedure 4.7 Hypotheses Testing 4.8 Construct Effects 4.9 Models’ Generalized Squared Multiple Correlation () 4.10 Summary CHAPTER CONCLUSIONS, IMPLICATIONS AND LIMITATIONS 5.1 Conclusions 5.2 Managerial Implications 5.3 Limitation and Further Research REFERENCES Appendix A Appendix B.Final Questionnaire (Main Study-English Version) Appendix C.Final Questionnaire (Main Study-Vietnamese Version) Appendix D EFA results Appendix E CFA Results Appendix F SEM Results