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研究生: 陶碧玉
研究生(外文): Doan Bich Ngoc
論文名稱: A Study of Factors Affecting Consumer’s Online Purchasing Behavior in Vietnam
論文名稱(外文): A Study of Factors Affecting Consumer’s Online Purchasing Behavior in Vietnam
指導教授: 董信煌
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: 99
畢業學年度: 99
語文別: 英文
論文頁數: 67
中文關鍵詞: Purchasing BehaviorConsumer AttitudeE-commerceE-commerceAdoption ModelTechnologyB2CSoftware and Management Solution
外文關鍵詞: Purchasing BehaviorConsumer AttitudeE-commerceE-commerceAdoption ModelTechnologyB2CSoftware and Management Solution
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  • 被引用:0
  • 點閱:7
  • 評分:*****
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E-commerce has brought positive impacts to the business activities of enterprises. However, the applying e-commerce for enterprises remains some certain obstacles. Therefore, the purpose of this study is to analyze the factors that influence customer’s online purchasing behavior in Vietnam in order to offer solutions to help enterprises of Vietnam to develop their e-commerce activity.
In this study, I apply the e-Commerce Adoption Model (e-CAM) which analyses impact of the following factors on the consumer’s purchasing behavior: perceived ease of use, perceived usefulness, perceived risk with products/services, and perceived risk in the context of online transaction. Besides, this study proposes the perceived convenience of payment factor to the research model due to the consumer’s awareness of online payment method in Vietnam.
After discussing as well as interviewing experts on this field, this model was built. Then in order to examine the proposed model, a survey will be conducted by delivering and sending email questionnaires to consumers who have used or intend to participate in e-commerce transactions. Data will be analyzed by using SPSS software. The results reveal that there are three factors affecting purchasing behavior are playing different role on the different levels of purchasing behavior.

E-commerce has brought positive impacts to the business activities of enterprises. However, the applying e-commerce for enterprises remains some certain obstacles. Therefore, the purpose of this study is to analyze the factors that influence customer’s online purchasing behavior in Vietnam in order to offer solutions to help enterprises of Vietnam to develop their e-commerce activity.
In this study, I apply the e-Commerce Adoption Model (e-CAM) which analyses impact of the following factors on the consumer’s purchasing behavior: perceived ease of use, perceived usefulness, perceived risk with products/services, and perceived risk in the context of online transaction. Besides, this study proposes the perceived convenience of payment factor to the research model due to the consumer’s awareness of online payment method in Vietnam.
After discussing as well as interviewing experts on this field, this model was built. Then in order to examine the proposed model, a survey will be conducted by delivering and sending email questionnaires to consumers who have used or intend to participate in e-commerce transactions. Data will be analyzed by using SPSS software. The results reveal that there are three factors affecting purchasing behavior are playing different role on the different levels of purchasing behavior.

Abstract  i
Acknowledgments  ii
Table of Contents  iii
List of Tables  v
List of Figures  vi
Chapter 1  Introduction  1
1.1  Research Background  1
1.2  Research Motive  3
1.3  Research Purpose  4
1.4  Research Procedure  4
Chapter 2  Literature Review  6
2.1  E-commerce Overview  6
2.1.1  E-commerce Concept  6
2.1.2  E-commerce versus traditional commerce  7
2.1.3  Major categories of e-commerce  7
2.1.4  Advantages and Disadvantage of E-commerce  9
2.2  A Business - to - Customer E-commerce Cycle  11
2.3  Technology Acceptance Model - TAM  14
2.4  E-commerce Adoption Model - e-CAM  18
Chapter 3  Research Methodology  21
3.1  Research Model  21
3.2  Research Hypotheses  22
3.3  Measurement of Variables  22
3.3.1  Perceived Usefulness Factor  23
3.3.2  Perceived Ease of Use Factor  24
3.3.3  Perceived Risk in the context of Transaction Factor  25
3.3.4  Perceived risk with Product/ Service Factor  25
3.3.5  Perceived Convenience of Payment Factor  26
3.3.6  Purchasing Behavior Factor  27
3.4  Data Collection  27
3.5  Research Methodology  28
3.5.1  Descriptive Statistics  28
3.5.2  Factor Analysis  28
3.5.3  Reliability Analysis  28
3.5.4  Regression Analysis  29
Chapter 4  Research Results  30
4.1  Sample Description  30
4.2  Reliability Analysis of the Major Variables  31
4.3  Factor Analysis  32
4.4  Regression Analysis  36
Chapter 5  Conclusions  40
5.1  Research Findings  40
5.2  Implication  41
5.3  Limitation  43
References  45
Appendix 1: Group Discussion  48
Appendix 2: Research Questionnaire  52

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