(Luận văn thạc sĩ) the impact of social presence in the tnterface on customers purchase intention toward online store

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Dang Thi Tuong Vi THE IMPACT OF SOCIAL PRESENCE IN THE WEB INTERFACE ON CUSTOMER’S PURCHASE INTENTION TOWARD ONLINE STORE MASTER OF BUSINESS Ho Chi Minh City – Year 2014 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Dang Thi Tuong Vi THE IMPACT OF SOCIAL PRESENCE IN THE WEB INTERFACE ON CUSTOMER’S PURCHASE INTENTION TOWARD ONLINE STORE ID: 22120080 MASTER OF BUSINESS SUPERVISOR: Dr VO NGOC THUY Ho Chi Minh City – Year 2014 ACKNOWLEDGEMENT This thesis could not be finish without the help and support of many people who are gratefully acknowledged here At the very first, I would like to express my deepest gratitude to my supervisor, Dr Vo Ngoc Thuy With their guidance, I could have worked out this thesis They had offered me valuable suggestions and criticisms with his profound knowledge in rich research experience I am grateful to express my sincere to Prof Nguyen Dinh Tho I have learned from him a lot not only about research design, but also data analysis technique I am also extremely to give thankful to UEH – International School of business (ISB) supported me in all process I would like to extent my sincere thanks to all my classmates and friends Their kindness and supports have contributed very much in my working process Most important, I would like to express my most sincere thanks to my family for their continuous encouragement and support Declaration I hereby declare that this thesis, to the best of my knowledge and belief, is my own work and effort and that is has not been submitted, either in part or whole, anywhere for any award Information and ideas taken from other sources as cited as such This work has not been published Signature Dang Thi Tuong Vi Date: 09/03/2015 Table of Contents ABSTRACT CHAPTER 1: INTRODUCTION 1.1 Research Background 1.2 Problematic of Research 1.3 Research Objectives 1.4 Significance of Research 1.5 Scope of Research 1.6 Structure of thesis CHAPTER 2: LITERATURE REVIEW 2.1 Introduction 2.2 Theoretical background 2.2.1 Social presence 2.2.2 Perceived usefulness 2.2.3 Trust in an online environment 2.2.4 Enjoyment 10 2.2.5 Attitude and its determinants 12 2.2.6 Purchase intention 13 2.3 Research Model and Hypotheses Development 14 2.3.1 Social presence and Perceived of usefulness 15 2.3.2 Social presence and trust in an online shopping 15 2.3.4 Perceived of usefulness and attitude’s customer 16 2.3.5 Trust in an online shopping and attitude’s customer 16 2.3.6 Enjoyment and attitude’s customer 17 2.3.7 Perceived usefulness and Purchase intention 17 2.3.8 Enjoyment and purchase intention 18 2.3.9 Attitude and purchase intention 18 2.4 Conclusion 18 CHAPTER 3: RESEARCH METHOD 20 3.1 Introduction 20 3.2 Research process 20 3.3 Qualitative research 21 3.4 Measurement Scales 22 3.5 Quantitative research 24 3.5.1 Sample method 25 3.5.2 Questionnaire administration 25 3.6 Data analysis method 25 3.6.1 Contruct reliability (Cronbach’s Alpha) 25 3.6.2 Contruct validity - Exploratory factor analysis (EFA) 26 3.6.3 ANOVA 26 3.6.4 The structural equation model (SEM) 26 CHAPTER 4: ANALYSIS AND RESULTS 27 4.1 Introduction 27 4.2 Respondents demographic 27 4.3 Scale validation 29 4.3.1 Construct reliability 29 4.3.2 Construct validity 31 4.3.4 Manipulating validity 33 4.4 Modified research model 34 4.5 Model fitness 35 4.5.1 Test of mediating effects 36 4.5.2 SEM 37 4.5.3 Bootstrap 39 4.6 Hypotheses testing 39 4.8 Conclusion 41 CHAPTER 5: CONCLUSIONS AND LIMITATIONS 42 5.1 Discussion and conclusions 42 5.2 Implications 45 5.3 Limitations and future research 47 REFERENCES APPENDICES LIST OF FIGURES Figure 2.3: Conceptual model 14 Figure 3.2: Research process 21 Figure 4.4: Modified research model 35 Figure 4.5.2: SEM result of research model (Standardized) 38 LIST OF TABLE Table 4.2: Demographic Table 28 Table 4.3.1: Cronbach’s alpha result 30 Table 4.3.2: Rotated Component Matrix 33 Table 4.3.4: Multiple Comparisons 34 Table 4.5.1: The mediator test 36 Table 4.5.2: Relationship between constructs in research model (standardized) 38 Table 4.5.3: Bootstrap estimate result with N = 1000 39 Table 4.6: Result of hypotheses testing 40 LIST OF ABBREVIATION ANOVA Analysis of variance AVE Average Variance Extracted B2C Business to customer CFA Confirmatory Factor Analysis CFI Comparative fit index CR Composite Reliability EFA Exploratory Factor Analysis E-commerce Electronic commerce GFI Goodness-offit KMO Kaiser-Myer-Olkin ML Maximum Likelihood OSAM Online Shopping Acceptance Model SEM Structural Equation Model SPSS Statistical software package SRMR Standardize root mean square residual RMSEA The Root mean square of approximately TAM Technology Acceptance Model TLI Tucker & Lewis index () TPB Theory of Planned Behavior TRA Theory of Reasoned Action VECITA Vietnam E-commerce and Information Technology Agency ...UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Dang Thi Tuong Vi THE IMPACT OF SOCIAL PRESENCE IN THE WEB INTERFACE ON CUSTOMER’S PURCHASE INTENTION TOWARD ONLINE. .. presence in the web interface on the purchase intention of customer in online store In framework of e-commerce, many previous researchers have been conducted to test the influence of social presence. .. is conducting in the experienced online customers in Ho Chi Minh 1.6 Structure of thesis This research is constructed in five parts The first is the introduction of the study The second is the