Luận văn thạc sĩ Quản trị kinh doanh: Mối quan hệ giữa sự sẵn sàng công nghệ và ý định tiếp tục sử dụng dịch vụ trực tuyến của khách hàng cá nhân: Một nghiên cứu trong dịch vụ du lịch tại TP. HCM

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'ӎ&+9Ө'8/ӎ&+TҤI TP.HCM THE RELATIONSHIP AMONG TECHNOLOGY

READINESS AND INTENTION TO CONTINUE USING E- SERVICES OF INDIVIDUAL CUSTOMERS: A STUDY IN

TOURISM SERVICES IN HOCHIMINH CITY

Chuyên ngành: 4XҧQWUӏ.LQKGRDQK

0mVӕ 60340102

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73+Ӗ&+Ë0,1+THÁNG 08 1Ă0 2020

CÁ NHÂN: MӜT NGHIÊN CӬU TRONG DӎCH VӨ DU LӎCH TҤI TP.HCM

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ABSTRACT

The research: "The relationship among technology readiness and intention to

continue using e- services of individual customers: A study in tourism services in Ho Chi Minh City" is aimed at two main objectives: (1) Identify and measure the factors

impact to intention continue using e-services including technological readiness

(optimism, innovativeness), perceived usefulness, perceived service quality and customer satisfaction And (2) Evaluate the impact of technological readiness to perceived usefulness and from perceived usefulness impact to intention continue using e-services through of perceived service quality and customer satisfaction In addition,

the topic also offers administrative

The research was conducted through two steps including preliminary research (preliminary qualitative study, preliminary quantitative study) and formal research The preliminary qualitative study was conducted interviews of 8 participants who have participated in e- service in tourism services Preliminary quantitative study was conducted through questionaires to received 70 samples compliance with preliminary asVHVVPHQW RI &URQEDFK¶V $OSKD DQG ([SORUDWRU\ )DFWRU $nalysis (EFA) The quantitative research also was conducted through online questionnaire interviews with

282 samples were used to evaluate and test the research model through methods of data analysis as assessment the reliability of scale Cronbach's Alpha reliability analysis, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM) are both processed on SPSS 20 and AMOS

In the condition of lack of time and social distance associated with the

Covid-19 pandemic, the study did not avoid some limitations But the results may be usefull for e-services in tourism services that can understand the more than about the role of the e-services and the factors affecting to e-services of individual customers in the tourism services

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2.1.1 D͓ch vͭ tr͹c tuy͇n (E- Services) 8

2.1.2 D͓ch vͭ du l͓ch tr͹c tuy͇n (E- tourism Services) 9

2.1.3 S͹ s̽n sàng v͉ công ngh͏ (Technology Readiness- TR) 9

2.1.4 S͹ hͷu ích c̫m nh̵n ( Perceived usefulness- PerU) 11

2.1.5 Ch̭WO˱ͫng d͓ch vͭ c̫m nh̵n (Perceived Service Quality- PerSQ) 11

2.1.6 S͹ hài lòng cͯa khách hàng (Customer Satisfaction- CS) 12

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2.2 Các mô hình nghiên cӭu có liên quan 13

2.2.1 Mô hình s̽n sàng và ch̭p nh̵n công ngh͏ (TRAM) cͯa Lin và c͡ng s͹ (2007) 133

2.2.2 Mô hình nghiên cͱu cͯa Chen và c͡ng s͹ (2014) 134

2.2.3 Mô hình nghiên cͱu cͯa Liljander và c͡ng s͹ (2006) 16

2.2.4 Mô hình nghiên cͱu cͯa Tam (2004) 17

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