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研究生: 允明勝
研究生(外文): Doan Minh Thang
論文名稱: Factors Impact on Customer’s Purchase Intention in the Context of Business to Consumer in Vietnam
論文名稱(外文): Factors Impact on Customer’s Purchase Intention in the Context of Business to Consumer in Vietnam
指導教授: 張鐸
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: 100
畢業學年度: 99
語文別: 英文
論文頁數: 71
中文關鍵詞: e-commercetechnology acceptance modelinformation system success modelinformation qualityservice qualityinterface design qualityperceived usefulness of purchasing onlineperceived ease of purchasing onlinebehavioral intention to purchase onl
外文關鍵詞: e-commercetechnology acceptance modelinformation system success modelinformation qualityservice qualityinterface design qualityperceived usefulness of purchasing onlineperceived ease of purchasing onlinebehavioral intention to purchase onl
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  • 被引用:0
  • 點閱:4
  • 評分:*****
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  • 書目收藏:0
In recent years, Vietnam business developed very fast e-commerce transactions to provide new business method attracting customer come to online shopping. E-commerce supply convenience services to customer through many effective transactions, its support customer gain many benefit such as: reduce time shopping, easy choose interesting product with suit price and so on. With the aim to developed e-commerce and increase customer buy products from online shopping, e-commerce is becoming more important for business to perform business strategies. The purpose of this study is to identify some key factor impacting customer purchase intention of e-commerce in B2C context in Vietnam. This study proposed three main factors are: Service quality, information quality and interface design quality to predict customer’s purchase intention. Questionnaires were distributed to customers, sellers who already bought and sell products through online shopping. The findings confirm that service quality, information quality and interface design quality has positive affects to purchase intention. Beside that, this study finds that the website design quality is a more important than information quality and system quality in determining customers'' purchase intention. According to the findings of this study, Vietnam online businesses should focus more on the e-commerce website interface design to improve customer purchase intention.

In recent years, Vietnam business developed very fast e-commerce transactions to provide new business method attracting customer come to online shopping. E-commerce supply convenience services to customer through many effective transactions, its support customer gain many benefit such as: reduce time shopping, easy choose interesting product with suit price and so on. With the aim to developed e-commerce and increase customer buy products from online shopping, e-commerce is becoming more important for business to perform business strategies. The purpose of this study is to identify some key factor impacting customer purchase intention of e-commerce in B2C context in Vietnam. This study proposed three main factors are: Service quality, information quality and interface design quality to predict customer’s purchase intention. Questionnaires were distributed to customers, sellers who already bought and sell products through online shopping. The findings confirm that service quality, information quality and interface design quality has positive affects to purchase intention. Beside that, this study finds that the website design quality is a more important than information quality and system quality in determining customers'' purchase intention. According to the findings of this study, Vietnam online businesses should focus more on the e-commerce website interface design to improve customer purchase intention.

Abstract  i
Acknowledgments  iii
Table of Contents  iv
List of Tables  viii
List of Figures  ix
Chapter 1 Introduction  .1
1.1. Research background..........................................................................................1
1.2. Research motivation............................................................................................2
1.3. Research purpose and research questions............................................................2
1.4. Research limitation..............................................................................................2
1.5. Research delimitation..........................................................................................3
1.6. Terminology.........................................................................................................3
Chapter 2 Literature Review  ..5
2.1. Fundamental of e-commerce................................................................................5
2.2. E-commerce in developing countries...................................................................6
2.3. E-commerce in Vietnam.......................................................................................7
2.4. Technology acceptance model (TAM)................................................................10
2.5. Literature of factors used in research model.......................................................13
2.5.1. Website service quality  13
2.5.2. Website information quality  14
2.5.3. Interface design quality  14
2.5.4. Perceived usefulness of purchasing online  15
2.5.5. Perceived ease of purchasing online  16
2.5.6. Behavioral intention to purchase online  17
Chapter 3 Research Design and Methodology  18
3.1. Research approach  18
3.2. Research design and framework  19
3.3. Research hypotheses  19
3.4. Research procedure  20
3.5. Instrument design  21
3.5.1. Question design  22
3.5.2. Reliability analysis  22
3.5.3. Validity test  23
Chapter 4 Data Analysis and Results  25
4.1. Descriptive statistics  25
4.2. T-test and ANOVA analysis  26
4.2.1. T-Test  26
Table 5. T-test  26
4.2.2. ANOVA Test  26
4.3. Correlation analysis  27
4.4. Factor analysis  28
4.5. Hierarchical multiple regression analysis  30
4.5.1. Linear regression analysis  30
4.5.2. Hierarchical multiple regression analysis  36
4.6. Research finding  39
Chapter 5 Conclusions and Suggestions  41
5.1. Conclusions  41
5.2. Contribution and organization implications  42
5.3. Future research suggestions  42
References  44
APPENDIX: SURVEY QUESTIONNAIRE  53

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