(Luận văn thạc sĩ) 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 ... 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