Factors influencing the customers intention to use mobile commerce services in vietnam, an empirical analysis

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 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 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 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 TABLE OF CONTENTS ACKNOWLEDGEMENTS i ABSTRACT ii TABLE OF CONTENTS iii LIST OF FIGURES vi LIST OF TABLES vii CHAPTER 1: INTRODUCTION 1.1 Research Background 1.2 Research Motivation 1.3 Statement of purposes and research questions 1.4 Scope of the study 1.5 Significance of the study 1.6 Research methodology 1.7 Thesis structure CHAPTER 2: LITERATURE REVIEW 2.1 M-commerce 2.1.1 Mobile Payments 2.1.2 Mobile Banking 2.1.3 Mobile Advertising 2.1.4 Mobile Entertainment 2.1.5 Mobile Shopping and Retailing 2.1.6 Mobile Ticketing 10 2.1.7 Mobile Learning 10 2.2 M-commerce Technologies 11 2.2.1 General Packet Radio Service (GPRS) 11 2.2.2 Wireless Application Protocol (WAP) 12 2.2.3 Wireless Local Area Network (WLAN) 12 2.2.4 The Third Generation - 3G 13 2.2.5 The Fourth Generation - 4G 13 2.3 Technology Acceptance Model (TAM) 13 2.4 Rationale for hypotheses 15 iii 2.4.1 Perceived usefulness and the behavioral intention to use M-commerce 15 2.4.2 Perceived ease of use and the behavioral intention to use M-commerce 16 2.4.3 Compatibility and the behavioral intention to use M-commerce 16 2.4.4 Perceived cost and the behavioral intention to use M-commerce 18 2.4.5 Perceived trust and the behavioral intention to use M-commerce 18 2.4.6 Moderating variable – Self-efficacy 19 2.5 Research Model 22 CHAPTER 3: RESEARCH METHODOLOGY 23 3.1 The research approach and research procedure 23 3.2 Measurement scale 23 3.2.1 Independent and moderating variables 23 3.2.2 Dependent variable: consumer’s intention to use M-commerce 24 3.3 Sampling design 26 3.3.1 Population 26 3.3.2 Sample size 27 3.4 Questionnaire design 27 3.5 Pilot survey 28 3.6 Data collection 28 3.7 Data analysis method 29 CHAPTER 4: EMPIRICAL RESULTS & DISCUSSIONS 32 4.1 Samples and Demographics statistics 32 4.2 Reliability analysis 35 4.3 Exploratory Factor Analysis 37 4.4 The revised hypotheses and conceptual model 39 4.5 Correlation analysis 43 4.6 Multiple Linear Regression Analysis 44 4.7 Discussions of findings 47 4.7.1 Discussions of findings for H1, H2, H4, H5 47 4.7.2 Discussions of findings for Moderation of Self-efficacy 48 CHAPTER 5: CONCLUSION AND RECOMMENDATIONS .54 5.1 Conclusions 54 5.2 Theoretical implications 56 5.3 Managerial implications 56 iv 5.4 Limitations and recommendations for future researches 59 REFERENCES 60 APPENDIX A: QUESTIONAIRE 67 APPENDIX B: DATA ANALYSIS OUTPUT 74 v 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 Figure 6: Scatterplot 85 vi LIST OF TABLES Table 3.1: Sources of Measurement 25 Table 3.2: Scale items of factors influencing the intention to use M-commerce 25 Table 4.1: The profile of respondents 33 Table 4.2: The reliability statistics 36 Table 4.3: KMO and Barlett’s test 37 Table 4.4: Total Variance Explained 38 Table 4.5: Rotated Component Matrix 39 Table 4.6: The revised Cronbach’s Alpha summary after EFA 40 Table 4.7: Result of factor analysis 41 Table 4.8: Correlations Matrix 43 Table 4.9: Coefficient of multiple linear regression analysis 46 Table 4.10: Model summary of multiple linear regression analysis 46 Table 4.11: Model summary with moderating variable of Self Efficacy 49 Table 4.12: Hierarchical Regressions result with moderating variable of Self-Efficacy 51 Table 4.13: Hypotheses Summary 52 vii CHAPTER 1: INTRODUCTION 1.1 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., 2012) 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., 2006) 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, Mcommerce has emerged as a new business phenomenon and has become a market with great potential (Zhang et al., 2012) 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 Không đồng ý Trung lập Đồng ý Hoàn toàn đồng ý Hạng mục khảo sát Hoàn tồn khơng đồng ý MÃ I Tính dễ sử dụng dịch vụ thương mại di động PEU1 Việc học cách sử dụng dịch vụ thương mại di động dễ dàng với ❑ ❑ ❑ ❑ ❑ PEU2 Tơi dễ dàng thực tơi muốn với dịch vụ thương mại di động ❑ ❑ ❑ ❑ ❑ PEU3 Sử dụng dịch vụ thương mại di động khơng địi hỏi nhiều kỹ kiến thức ❑ ❑ ❑ ❑ ❑ PEU4 Giao diện sử dụng dịch vụ thương mại di động dễ hiểu dễ thao tác ❑ ❑ ❑ ❑ ❑ PEU5 Tôi cảm thấy dịch vụ thương mại di động dễ sử dụng ❑ ❑ ❑ ❑ ❑ II Sự tiện lợi dịch vụ thương mại di động PU1 Dịch vụ thương mại di động hỗ trợ nhiều công việc ngày ❑ ❑ ❑ ❑ ❑ PU2 Sử dụng dịch vụ thương mại di động cách để tiết kiệm thời gian ❑ ❑ ❑ ❑ ❑ PU3 Dịch vụ thương mại di động tiện lợi ❑ ❑ ❑ ❑ ❑ PU4 Sử dụng dịch vụ thương mại di động giúp tơi hồn thành cơng việc tốt ❑ ❑ ❑ ❑ ❑ PU5 Dịch vụ thương mại di động hữu ích tơi ❑ ❑ ❑ ❑ ❑ III Sự tương thích dịch vụ thương mại di động CO1 Sử dụng thương mại di động tương thích với nhiều mặt giao dịch trực tuyến ❑ ❑ ❑ ❑ ❑ CO2 Sử dụng thương mại di động phù hợp với lối sống ❑ ❑ ❑ ❑ ❑ CO3 Sử dụng thương mại di động phù hợp với sở thích tơi tham gia vào giao dịch trực tuyến ❑ ❑ ❑ ❑ ❑ IV Chi phí sử dụng dịch vụ thương mại di động 71 PC1 Tôi nghĩ sử dụng thương mại di động, chi phí mua thiết bị di động đắt ❑ ❑ ❑ ❑ ❑ PC2 Tơi nghĩ phí th bao phí truy cập mạng khơng dây đắt sử dụng thương mại di động ❑ ❑ ❑ ❑ ❑ PC3 Tơi nghĩ phí giao dịch/ phí dịch vụ đắt sử dụng thương mại di động ❑ ❑ ❑ ❑ ❑ V Sự tin tưởng vào dịch vụ thương mại di động PT1 Tôi tin vào thông tin mà dịch vụ thương mại di động cung cấp ❑ ❑ ❑ ❑ ❑ PT2 Tôi tin lỗi kỹ thuật trình sử dụng dịch vụ thương mại di động xảy ❑ ❑ ❑ ❑ ❑ PT3 Tơi tin khoản tốn thơng qua kênh thương mại di động xử lý cách an toàn ❑ ❑ ❑ ❑ ❑ PT4 Tôi tin giao dịch thực thông qua thương mại di động an toàn ❑ ❑ ❑ ❑ ❑ ❑ ❑ ❑ ❑ ❑ ❑ ❑ ❑ ❑ ❑ PT5 PT6 Tôi tin thông tin cá nhân tơi giữ bí mật sử dụng công nghệ thương mại di động Theo tôi, dịch vụ thương mại di động đáng tin cậy VI Sự tự tin vào lực thân SE1 Tơi sử dụng dịch vụ thương mại di động mà không cần giúp đỡ người khác ❑ ❑ ❑ ❑ ❑ SE2 Tơi có thời gian cần thiết để làm cho dịch vụ thương mại di động trở nên hữu ích cho tơi ❑ ❑ ❑ ❑ ❑ SE3 Tơi có kiến thức kỹ cần thiết để sử dụng dịch vụ thương mại di động ❑ ❑ ❑ ❑ ❑ SE4 Tơi tự sử dụng dịch vụ thương mại di động tương đối tốt ❑ ❑ ❑ ❑ ❑ VII Ý định sử dụng thương mại di động IU1 Nếu tơi có quyền truy cập vào hệ thống thương mại di động, sử dụng chúng ❑ ❑ ❑ ❑ ❑ IU2 Tôi sử dụng thương mại di động chi phí hợp lý ❑ ❑ ❑ ❑ ❑ IU3 Tôi tin quan tâm thương mại di động tăng tương lai ❑ ❑ ❑ ❑ ❑ IU4 Tôi tin sử dụng thương mại di động tương lai ❑ ❑ ❑ ❑ ❑ 72 PHẦN 3: THÔNG TIN TỔNG QUÁT Giới tính anh/chị: ❑ Nam ❑ Nữ Tuổi anh/ chị: ❑ Dươi 20 tuổi ❑ 20-29 tuổi ❑ 30-39 tuổi ❑ Từ 40 tuổi trở lên Công việc anh/ chị: ❑ Học sinh/ Sinh viên ❑ Nhân viên ❑ Quản lý/ Trưởng nhóm ❑ Cơng việc/ vị trí khác Thu nhập trung bình hàng tháng anh/ chị (VNĐ): ❑ Dươi triệu ❑ - 10 triệu ❑ 10 – 15 triệu ❑ Trên 15 triệu Anh/ chị sử dụng thương mại di động lần sáu tháng vừa qua? ❑ Không sử dụng ❑ – l ần ❑ – l ần ❑ Nhiều lần Thời gian trung bình sử dụng thiết bị di động (điện thoại thông minh, máy tính bảng, v.v) để truy cập mạng vơ tuyến ngày anh/ chị giờ? ❑ Ít ❑ – ❑ – ❑ Nhiều Anh chị thường sử dụng dịch vụ thương mại di động vào mục đích nhiều nhất? ❑ Học tập ❑ Cơng việc ❑ Giải trí ❑ Hoạt động khác 73 APPENDIX B: DATA ANALYSIS OUTPUT Descriptive Statistics Gender Frequency Percent Valid Percent Cumulative Percent Valid Female 363 59.7 59.7 59.7 Male 245 40.3 40.3 100.0 Total 608 100.0 100.0 Age Frequency Percent Valid Percent Cumulative Percent Valid Less than 20 172 28.3 28.3 28.3 From 20 to 29 378 62.2 62.2 90.5 From 30 to 39 52 8.6 8.6 99.0 More than 40 1.0 1.0 100.0 608 100.0 100.0 Total Occupation Frequency Percent Valid Percent Cumulative Percent Valid Student 378 62.2 62.2 62.2 Staff 113 18.6 18.6 80.8 Manager/ Supervisor 43 7.1 7.1 87.8 Other 74 12.2 12.2 100.0 Total 608 100.0 100.0 Income Frequency Percent Valid Percent Cumulative Percent Valid Less than 5M 420 69.1 69.1 69.1 From 5M to 10M 122 20.1 20.1 89.1 From 10M to 15M 36 5.9 5.9 95.1 More than 15M 30 4.9 4.9 100.0 608 100.0 100.0 Total 74 Times to use the services in the past months Frequency Percent Valid Percent Cumulative Percent Valid Never 128 21.1 21.1 21.1 From to times 159 26.2 26.2 47.2 From to times 92 15.1 15.1 62.3 More than times 229 37.7 37.7 100.0 Total 608 100.0 100.0 Time to use smart mobile devices for connecting wireless networks per day (hour) Frequency Percent Valid Percent Cumulative Percent Valid Less than hour 108 17.8 17.8 17.8 From to hours 139 22.9 22.9 40.6 From to hours 152 25.0 25.0 65.6 More than hours 209 34.4 34.4 100.0 Total 608 100.0 100.0 The most often purpose when using M-commerce Frequency Percent Valid Percent Cumulative Percent Valid For study 129 21.2 21.2 21.2 For work 171 28.1 28.1 49.3 For entertainment 228 37.5 37.5 86.8 Other 80 13.2 13.2 100.0 Total 608 100.0 100.0 Cronbach’s Alpha Test 2.1 Perceived Ease of Use Case Processing Summary N Valid Cases a Excluded Total % 608 100.0 0 608 100.0 a Listwise deletion based on all variables in the procedure 75 Reliability Statistics Cronbach's N of Items Alpha 803 Item-Total Statistics Scale Mean if Scale Variance Item Deleted if Item Deleted Corrected Item- Cronbach's Total Alpha if Item Correlation Deleted Perceived Ease of Use 13.9704 8.770 572 771 Perceived Ease of Use 14.0691 8.592 657 743 Perceived Ease of Use 14.2582 9.296 481 800 Perceived Ease of Use 14.0905 9.091 660 746 Perceived Ease of Use 13.9605 9.194 587 766 2.2 Perceived Usefulness & Compatibility Reliability Statistics Cronbach's N of Items Alpha 862 Item-Total Statistics Scale Mean if Scale Corrected Cronbach's Item Deleted Variance if Item-Total Alpha if Item Item Deleted Correlation Deleted Perceived Usefulness & Compatibility 25.8799 20.537 603 847 Perceived Usefulness & Compatibility 25.7813 21.249 550 853 Perceived Usefulness & Compatibility 25.7039 21.497 621 845 Perceived Usefulness & Compatibility 25.9572 20.321 687 837 Perceived Usefulness & Compatibility 25.8503 20.497 690 837 Perceived Usefulness & Compatibility 26.0543 21.607 578 849 Perceived Usefulness & Compatibility 26.0691 21.059 600 847 Perceived Usefulness & Compatibility 25.9638 21.300 563 851 2.3 Perceived Cost Reliability Statistics Cronbach's N of Items Alpha 771 76 Item-Total Statistics Scale Mean if Scale Variance Item Deleted if Item Deleted Corrected Item- Cronbach's Total Alpha if Item Correlation Deleted Perceived Cost 4.9638 3.251 532 775 Perceived Cost 5.0461 3.029 656 632 Perceived Cost 5.1020 3.255 633 663 2.4 Perceived Trust Reliability Statistics Cronbach's N of Items Alpha 845 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted Perceived Trust 15.7944 13.551 505 841 Perceived Trust 16.0592 12.843 564 831 Perceived Trust 15.8832 12.383 673 810 Perceived Trust 15.8569 12.340 703 804 Perceived Trust 15.9934 11.895 657 813 Perceived Trust 15.8980 12.401 653 814 2.5 Self-Efficacy Reliability Statistics Cronbach's N of Items Alpha 769 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted Self Efficacy 10.9309 4.005 570 719 Self Efficacy 10.8043 4.892 469 763 Self Efficacy 10.6974 4.234 650 673 Self Efficacy 10.7122 4.294 606 695 77 2.6 Intention to Use M-commerce Reliability Statistics Cronbach's N of Items Alpha 806 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted Intention to Use 12.0049 4.170 499 815 Intention to Use 11.7615 3.958 613 761 Intention to Use 11.8010 3.784 686 725 Intention to Use 11.7763 3.670 695 719 Exporatory Factor Analysis – EFA 3.1 KMO and Bartlett's Test KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of Sphericity 892 6518.426 df 325 Sig .000 78 3.2 Total Variance Explained Component Total Variance Explained Initial Eigenvalues Total % of Cumulative Variance % Extraction Sums of Squared Rotation Sums of Squared Loadings Loadings Total % of Cumulative Variance % Total % of Cumulative Variance % 7.340 28.231 28.231 7.340 28.231 28.231 4.194 16.130 16.130 3.018 11.609 39.840 3.018 11.609 39.840 3.527 13.567 29.697 1.970 7.576 47.416 1.970 7.576 47.416 2.838 10.915 40.611 1.571 6.042 53.458 1.571 6.042 53.458 2.537 9.758 50.369 1.327 5.106 58.564 1.327 5.106 58.564 2.131 8.195 58.564 978 3.761 62.325 806 3.099 65.424 770 2.963 68.387 726 2.790 71.177 10 665 2.557 73.735 11 636 2.447 76.182 12 582 2.240 78.422 13 561 2.156 80.578 14 530 2.039 82.618 15 516 1.984 84.602 16 482 1.856 86.458 17 444 1.708 88.165 18 420 1.614 89.780 19 418 1.608 91.388 20 398 1.529 92.917 21 347 1.334 94.251 22 330 1.270 95.521 23 321 1.236 96.757 24 312 1.200 97.957 25 280 1.077 99.034 26 251 966 100.000 Extraction Method: Principal Component Analysis 79 3.3 Rotated Component Matrix a Rotated Component Matrix Component Perceived Usefulness & Compatibility 745 Perceived Usefulness & Compatibility 742 Perceived Usefulness & Compatibility 675 Perceived Usefulness & Compatibility 665 Perceived Usefulness & Compatibility 651 Perceived Usefulness & Compatibility 645 Perceived Usefulness & Compatibility 629 Perceived Usefulness & Compatibility 541 Perceived Trust 803 Perceived Trust 779 Perceived Trust 775 Perceived Trust 746 Perceived Trust 671 Perceived Trust 614 Perceived Ease of Use 737 Perceived Ease of Use 726 Perceived Ease of Use 670 Perceived Ease of Use 660 Perceived Ease of Use 634 Intention to Use 804 Intention to Use 803 Intention to Use 735 Intention to Use 554 Perceived Cost 851 Perceived Cost 843 Perceived Cost 758 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations 80 Correlations Correlations Perceived Perceived Perceived Perceived Ease of Usefulness Use and Cost Trust Self- Intention Efficacy to Use Compatibility Pearson Perceived Ease Correlation of Use Sig (2-tailed) N Pearson Perceived Usefulness and Compatibility Correlation 417** 000 000 000 000 000 608 608 608 608 608 608 560** -.152** 268** 420** 558** 000 000 000 000 608 608 608 608 608 608 -.143** -.152** 007 -.104* -.206** Sig (2-tailed) 000 000 866 010 000 N 608 608 608 608 608 608 344** 268** 007 346** 230** Sig (2-tailed) 000 000 866 000 000 N 608 608 608 608 608 608 520** 420** -.104* 346** 549** Sig (2-tailed) 000 000 010 000 N 608 608 608 608 608 608 417** 558** -.206** 230** 549** Sig (2-tailed) 000 000 000 000 000 N 608 608 608 608 608 Correlation Correlation Correlation Pearson Correlation Intention to Use 520** N Pearson Self Efficacy 344** 000 Pearson Perceived Trust -.143** Sig (2-tailed) Pearson Perceived Cost 560** 000 608 ** Correlation is significant at the 0.01 level (2-tailed) * Correlation is significant at the 0.05 level (2-tailed) Regressions Analysis 5.1 Multiple Regressions b Model Summary Model R a 587 Change Statistics R Square Adjusted R Square Std Error of the Estimate R Square Change 345 340 51788 345 81 F Change 79.248 df1 df2 603 Sig F Change 000 Coefficientsa Model Unstandardized Standardized Coefficients Coefficients B Std t Sig Beta 1.953 163 106 036 446 Perceived Cost Perceived Trust Perceived Ease of Use Collinearity Statistics Interval for B Error (Constant) 95.0% Confidence Lower Upper Bound Bound Tolerance VIF 12.009 000 1.634 2.272 122 2.968 003 036 177 641 1.559 039 454 11.299 000 369 524 674 1.484 -.091 025 -.120 -3.586 000 -.140 -.041 967 1.034 061 032 067 1.898 058 -.002 125 869 1.150 Perceived Usefulness and Compatibility a Dependent Variable: Intention to Use 5.2 Hierarchical multiple regressions with moderating variable of Selfefficacy d Model Summary R Square Adjusted R Square Std Error of the Estimate 345 340 51788 Change Statistics R Square Change 345 Model R 587a b 666 443 439 47765 099 106.855 602 000 682c 466 458 46949 022 6.279 598 000 a b c d F Change df1 df2 Sig F Change 79.248 603 000 Predictors: (Constant), Perceived Trust , Perceived Cost, Perceived Usefulness and Compatibility, Perceived Ease of Use Predictors: (Constant), Perceived Trust , Perceived Cost, Perceived Usefulness and Compatibility, Perceived Ease of Use, Self Efficacy Predictors: (Constant), Perceived Trust , Perceived Cost, Perceived Usefulness and Compatibility, Perceived Ease of Use, Self Efficacy, Self Efficacy - Perceived Ease of Use, Self Efficacy - Perceived Usefulness and Compatibility, Self Efficacy - Perceived Cost, Self Efficacy - Perceived Trust Dependent Variable: Intention to Use 82 a Coefficients Model Unstandardized Coefficients B (Constant) Sig Lower Bound Upper Bound 1.953 163 12.009 000 1.634 2.272 106 036 122 2.968 003 036 177 Perceived Usefulness and Compatibility 446 039 454 11.299 000 369 524 -.091 025 -.120 -3.586 000 -.140 -.041 067 Perceived Trust 061 032 (Constant) 2.783 170 Perceived Ease of Use -.014 035 384 Perceived Cost Perceived Trust Perceived Usefulness and Compatibility Self Efficacy 1.898 058 -.002 125 16.357 000 2.449 3.117 -.016 -.394 693 -.083 055 037 391 10.404 000 312 457 -.083 023 -.109 -3.535 000 -.128 -.037 -.001 030 -.001 -.022 982 -.060 059 382 10.337 000 197 290 17.206 000 2.586 3.253 243 024 (Constant) 2.920 170 Perceived Ease of Use -.017 035 -.020 -.504 615 -.085 051 349 037 355 9.397 000 276 422 Perceived Cost -.066 024 -.088 -2.753 006 -.113 -.019 Perceived Trust -.006 030 -.007 -.198 843 -.065 053 Self Efficacy 232 024 364 9.768 000 186 279 Self Efficacy - Perceived Ease of Use 013 023 028 579 563 -.032 059 -.050 022 -.108 -2.237 026 -.093 -.006 Self Efficacy - Perceived Cost 045 018 094 2.487 013 009 080 Self Efficacy - Perceived Trust -.003 019 -.006 -.150 881 -.040 034 Perceived Usefulness and Compatibility t Beta 95.0% Confidence Interval for B Perceived Ease of Use Perceived Cost Std Error Standardized Coefficients Self Efficacy - Perceived Usefulness & Compatibility a Dependent Variable: Intention to Use 83 5.3 Charts Figure 4: The Histogram 84 Figure 5: The Normal P-P Plot of Regression Standardized Residual Figure 6: Scatterplot 85 ... 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. .. 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... 2003) Wu and Wang (2005) investigated what determines the users’ M -commerce acceptance These findings indicated that the most important determinant for behavioral intention to use mobile commerce