Factors affecting intentions to use mobile content services in ho chi minh city

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 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 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 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 iv TABLE OF CONTENTS ACKNOWLEDGEMENT ii ABSTRACT iii LIST OF FIGURES vi LIST OF TABLES vii LIST OF ABBREVIATIONS viii CHAPTER INTRODUCTION 1.1 Research Background 1.2 Research Motivation 11 1.3 Research Objectives 12 1.4 Research Scopes 12 1.5 Significance of the Research 13 1.6 Research Methodology 13 1.7 Structure of Research 13 1.8 Summary 14 CHAPTER LITERATURE REVIEW AND RESEARCH MODEL .15 2.1 Mobile Content Services 15 2.2 Theory of Reasoned Action 17 2.3 Theory of Planned Behavior 18 2.4 Technology Acceptance Model 18 2.4.1 Revised Original TAM with Separate Affective and Cognitive Attitude 20 2.4.2 Perceived Convenience – An External Variable of TAM 22 2.5 Perceived Mobility 23 2.6 Research Model and Hypothesis Development 23 2.6.1 Theoretical Model 23 2.6.2 The Competitive Model 27 2.7 Summary 28 CHAPTER RESEARCH METHODOLOGY 29 3.1 Research Process 29 v 3.2 Construct Measurement 31 3.3 Measurement Refinement 33 3.3.1 Qualitative Pilot Study 33 3.3.2 Quantitative Pilot Study 34 3.4 Main Study 38 3.5 Data Analysis 40 3.5.1 Confirmatory Factor Analysis 40 3.5.2 Structural Equation Modeling 40 3.6 Summary 41 CHAPTER DATA ANALYSIS AND RESULTS 43 4.1 Sample Specification 43 4.2 Confirmatory Factor Analysis 44 4.3 SEM Approach for Theoretical Model 48 4.4 Optimized the Theoretical Model 50 4.5 Competitive Model Test 52 4.6 Applying Bootstrap Procedure 55 4.7 Hypotheses Testing 57 4.8 Construct Effects 59 4.9 Models’ Generalized Squared Multiple Correlation 60 4.10 Summary 61 CHAPTER CONCLUSIONS, IMPLICATIONS AND LIMITATIONS .62 5.1 Conclusions 62 5.2 Managerial Implications 64 5.3 Limitation and Further Research 65 REFERENCES 68 Appendix A 77 Appendix B 83 Appendix C 86 Appendix D 89 Appendix E 90 Appendix F 93 vi LIST OF FIGURES Figure 2.1 The Theory of Reasoned Action model……………………………… 17 Figure 2.2 Theory of Planned Behavioral 18 Figure 2.3 First modified version of TAM 19 Figure 2.4 Final version of TAM 19 Figure 2.5 TAM with Affective and Cognitive Attitude 21 Figure 2.6 Revised TAM with Intention, Affective and Cognitive Attitude .21 Figure 2.7 The proposed theoretical model 24 Figure 2.8 The competitive model 28 Figure 3.1 Research process 30 Figure 4.1 Saturated model of the theoretical model 46 Figure 4.2 Standardized SEM results for theoretical model 49 Figure 4.3 The optimized theoretical model 51 Figure 4.4 The Standardized SEM results of Competitive Model 53 Figure 4.5 The final research model 56 vii LIST OF TABLES Table 2.1 Table 3.1 Table 3.2 Table 3.3 Table 4.1 Table 4.2 Table 4.3 Table 4.4 Table 4.5 Table 4.6 Table 4.7 Table 4.8 Table 4.9 Table 4.10 Table 4.11 Table 4.12 Table A1 Table A2 Table A3 Table D1 Table E1 Table E2 Table E3 Table F1 Table F2 Table F3 Table F4 Table F5 Table F6 Table F7 Table F8 Table F9 Table F10 Table F11 Summary of Supporting Works for Research Proposition 27 Cronbach’s Alpha 36 EFA Results 38 Summary of the Data Collection Process 40 Respondent Demographic 44 Correlations between Constructs 47 Measurement Validation 48 Construct Relations 48 Relations of Constructs (Standardized) 52 Competing Measurement Modeling 54 Summary of Models 54 Competitive Model-Relations of Constructs (Standardized) 55 Bootstrap Results (Final Model) 55 Hypotheses Test – Results (Standardized) 57 The Direct, Indirect and Overall Effects 59 The Squared Multiple Correlations (R-squared Values) 60 Original Measurement Scales 77 Measurement Scale (Draft Questionnaire) 78 Final Measurement Scales (Final Draft Questionnaire) 80 KMO and Bartlett's Test 89 Assessment of Normality 90 Estimates of Saturated Model (Unstandardized) 91 Standardized Regression Weight (Saturated Model) 92 Covariances – MI for Theoretical Model 93 SEM – Estimates Optimized Model (Unstandardized) 93 SEM – Estimates Optimized Model (Standardized) 94 SEM – Estimates Competitive Model (Unstandardized) 95 SEM – Estimates Competition Model(Standardized) 96 Bootstrap – Final Selected Model (Standardized) 97 SEM – Variances of Residuals, Independent Constructs 98 Bootstrap – Bootstrap Distributions (Final Model) 99 Squared Multiple Correlations 101 Standardized Residuals for Theoretical Model 102 Standardized Residuals for Optimized Model 103 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 CHAPTER 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 1.1 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 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 89 Appendix D EFA results Table D1 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 90 Appendix E CFA Results Table E1 Assessment of Normality Variable BI3 BI2 BI1 AA3 AA2 AA1 CA3 CA2 CA1 PEU4 PEU3 PEU2 PEU1 PC4 PC3 PC2 PC1 PU4 PU3 PU2 PU1 PM4 PM3 PM2 PM1 91 Table E2 Estimates of Saturated Model (Unstandardized) PM PM PM PM PU PU PU PU PC PC PC PC PEU PEU PEU PEU CA CA CA AA AA AA BI BI BI Note S.E: standard error; C.R: critical ratio; p: p-value à à à à à à à à à à à à 92 Table E3 Standardized Regression Weight (Saturated Model) Estimate PM PM1 742 PM PM2 793 PM PM3 756 PM PM4 701 PU PU1 826 PU PU2 847 PU PU3 820 PU PU4 756 PC PC1 754 PC PC2 815 PC PC3 758 PC PC4 745 PEU PEU1 750 PEU PEU2 762 PEU PEU3 728 PEU PEU4 744 CA CA1 803 CA CA2 806 CA CA3 800 AA AA1 825 AA AA2 842 AA AA3 762 BI BI BI 93 Appendix F SEM Results Table F1 Covariances – MI for Conceptual Model Table F2 SEM – Estimates Optimized Model (Unstandardized) PEU PEU PC PU PEU PEU CA PU CA AA PM CA CA CA AA AA AA PC PC PC PM PM PM BI BI BI PU PU PU 94 PEU PEU PEU PEU Note S.E: standard error; C.R: critical ratio; p: p-value Table F3 SEM – Estimates Optimized Model (Standardized) Relation PEU PEU PC PU PEU PEU CA PU CA AA PM CA CA CA AA AA AA PC PC PC PM PM PM BI BI BI PU PU PU PEU PEU PEU PEU Estimate 95 Table F4 SEM – Estimates Competitive Model (Unstandardized) PEU PEU PC PU PEU PEU CA PU CA AA PM PC CA CA CA AA AA AA PC PC PC PM PM PM BI BI BI PU PU PU PEU PEU PEU PEU Note S.E: standard error; C.R: critical ratio; p: p-value 96 Table F5 SEM – Estimates Competition Model (Standardized) PEU PEU PC PU PEU PEU CA PU CA AA PM PC CA CA CA AA AA AA PC PC PC PM PM PM BI BI BI PU PU PU PEU PEU PEU PEU 97 Table F6 Bootstrap – Final Selected Model (Standardized) Parameter PEU PEU PC PU PEU PEU CA PU CA AA PM PC CA CA CA AA AA AA PC PC PC PM PM PM BI BI BI PU PU PU PEU PEU PEU PEU Note SE: standard error; SE-SE: standard error of bootstrap standard error itself; Bias: the difference between the original mean estimate and bootstrap mean estimate; SE-Bias: standard error of the bias estimate 98 Table F7 SEM – Variances of Residuals and Independent Constructs (Final model) PEU PM δ2 δ1 δ3 δ4 δ5 ε22 ε21 ε20 ε03 ε04 ε23 ε25 ε08 ε07 ε06 ε10 ε11 ε09 ε16 ε15 ε14 ε13 ε17 ε18 ε19 ε02 ε24 99 Table F8 Bootstrap – Bootstrap Distributions (Final Model) N = 1000 Mean = 303.514 100 Table F8 (Cont.) Bootstrap – Bootstrap Distributions (Final Model) K-L overoptimism (unstabilized) N = 1000 Mean = 160.880 S e = 4.599 K-L overoptimism (stabilized) N = 1000 Mean = 152.717 S e = 1.195 101 Table F9 Squared Multiple Correlations Variable PC PU CA AA BI PEU1 PEU2 PEU3 PEU4 PU2 PU3 PU4 BI3 BI2 BI1 PM4 PM3 PM2 PC1 PC2 PC3 AA1 AA2 AA3 CA3 CA2 CA1 102 Table F10 Standardized Residuals for Conceptual Model Standardized Residual Covariances (Group number - Default model) PEU1 PEU1 PEU2 PEU2 PEU3 PEU4 0.00 0.14 PEU3 -0.04 0.00 -0.09 0.00 PEU4 0.02 0.34 0.30 0.00 PU1 PU2 0.58 0.18 0.00 0.04 0.02 0.44 -0.80 -0.79 PU3 0.05 -0.98 -0.05 -0.08 PU4 -0.10 -0.73 0.09 -0.79 BI3 -0.42 -0.56 1.20 -0.75 BI2 0.19 -0.57 1.56 -0.66 BI1 -0.35 0.41 1.67 -0.85 PM4 PM3 -0.17 -0.98 -0.64 -0.93 -1.29 -0.85 -0.88 -1.59 PM2 -0.75 -0.79 -0.14 -1.44 PM1 1.64 0.75 0.62 -0.20 PC1 0.74 1.04 0.51 0.96 PC2 -0.16 0.02 -0.95 0.36 PC3 -0.60 -0.40 -1.13 -0.09 PC4 -0.72 -0.79 -0.36 -0.04 -0.94 0.63 -1.03 0.34 AA3 -0.43 -0.69 -0.19 -0.68 1.24 1.10 0.17 0.69 CA3 1.17 -0.55 1.85 -0.68 AA1 AA2 CA2 0.20 -0.61 0.58 -1.10 CA1 -0.47 -0.63 0.65 -0.60 103 Table F11 Standardized Residuals for Optimized Model Standardized Residual Covariances (Group number - Default model) PEU1 PEU1 PEU2 PEU3 0.00 PEU2 0.16 0.00 PEU3 PEU4 PU2 PU3 PU4 BI3 BI2 BI1 PM4 PM3 PM2 PC1 PC2 PC3 AA1 AA2 AA3 CA3 CA2 -0.02 -0.05 0.48 0.26 0.07 0.00 0.65 0.10 0.19 -0.62 -0.30 0.54 -0.38 -0.46 -0.80 -0.45 -0.70 1.20 0.20 -0.08 0.25 0.34 -0.78 -0.57 -0.15 -0.12 0.86 -0.28 -0.58 -0.34 0.83 -0.21 -0.27 -0.06 -0.21 -0.70 -0.53 -0.62 0.00 0.22 0.73 0.14 0.25 1.62 2.01 2.12 -0.94 -0.51 0.30 0.31 -1.17 -1.00 0.61 1.22 1.08 1.87 0.58 CA1 -0.46 -0.63 0.66 ... 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)... not institutions or groups who are also customers of many mobile content services providers in Vietnam Finally, the research only focuses on the factors affecting behavioral intentions to use mobile. .. (2012): 3.3 - I intend to use mobile content services in the future (BI1) - I will always try to use mobile content services in my daily life (BI2) - I plan to keep using mobile content services as