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研究生: 黎清黃
研究生(外文): Thanh Hoang Le
論文名稱(外文): Consumer Behavior Intention towards M-Commerce in Vietnam
指導教授: 蕭銘雄
學位類別: 碩士
校院名稱: 樹德科技大學
系所名稱: 資訊管理系碩士班
論文出版年: 2010
畢業學年度: 98
語文別: 英文
論文頁數: 81
外文關鍵詞: Mobile commerceperceived usefulnessperceived ease of useperceived trustbehavioral intention
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  • 點閱:23
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Mobile commerce (M-commerce) refers to the ability to conduct wireless commerce transactions using mobile applications in mobile devices. It is a new concept and is emerging in a context of an established norms, rules and standards. Mobile commerce is marking the start of new era of innovation in business. M-commerce will continue to extend the way organizations conduct business, and change the relationships between companies, customers, suppliers and partners. 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. This research explores how Vietnamese are influenced to adopt the M-commerce. The research employs the Technology Acceptance Model (TAM) to examine factors affecting the Vietnamese’s attitude toward this emerging mobile technology and applications. This study presents an extended technology acceptance model that integrates innovation diffusion theory to investigate what determine user mobile commerce acceptance, in which we explore the relationships among those following factors, namely, perceived usefulness, perceived ease of use, perceived trust , perceived self – efficacy, attitude toward using M-commerce and behavior intention to use M-commerce

Abstract  i
Acknowledgment  ii
Table of Contents  iii
List of Table  v
List of Figures  vi
Chapter 1 Introduction  1
1.1.  Research Background  1
1.2.  Research Motivation  3
1.3.  Purposes and Research Questions  4
1.4.  Structure of the Thesis  5
Chapter 2 Literature Reviews  6
2.1..  E-Commerce  6
2.2.  Background of M-commerce  7
2.2.1. Mobile Payment  11
2.2.2. Mobile Banking.  11
2.2.3. Mobile Advertising  12
2.2.4. Mobile Gaming.  12
2.2.5. Mobile Music  13
2.2.6. Mobile Video.  13
2.2.7. Mobile shopping  14
2.2.8. Mobile Retailing.  14
2.2.9. Mobile Ticketing  14
2.3.  M-commerce Technologies  15
2.4.  Mobile Phone User’s Attitudes towards M-commerce  17
2.5.  E-commerce and M-commerce in Vietnam  18
2.6.  TAM  20
2.6.1. Development of TAM  20
2.6.2. Component of TAM.  22
2.6.3. Attitude (toward using Mobile commerce).    24
2.6.4. Behavior intention (toward using Mobile commerce).  25
2.7.  Perceived Trust  25
2.8.  Perceives Self Efficacy  28
Chapter 3 Research Methods  32
3.1.  Research Model and Hypothesis  32
3.1.1. Research Model  32
3.1.2. Research Hypothesis  32
3.2.  Research Design  35
3.3.  Reliability Analysis of the Instrument  39
3.4.  Validity of the Instrument  40
3.4.1. Content Validity  40
3.4.2. Construct Validity.  40
Chapter 4 Research Results  42
4.1.  Samples and Demographics Statistics  42
4.2.  Validity and Reliability of Measurement  43
4.2.1. Content Validity Validity of Measurement  43
4.2.2. Reliability of Measurement.  44
4.3.  Factor Analysis  46
4.4.  Correlation Coefficient  51
4.5.  Multiple Regressions  51
4.5.1. Explaining Attitude toward Using M-commerce  51
4.5.2. Explaining Behavior Intention to Use M-commerce.  52
4.6.  Summary and Discussions of Testing Results  54
Chapter 5 Conclusions  56
5.1.  Conclusions  56
5.2.  Limitations  58
5.3.  Suggestions and Further Studies  59
References  60
Appendix 1 Questionnaire  65


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