National Formosa University Department of Information Management Master Thesis Investigating Customers' Behavioral Intention toward Social Commerce: An Empirical Study in Vietnam Graduate Student: Nguyen Thu Thao Advisor: Dr Chun-Hui Wu January, 2015 Huwei, Yunlin, Taiwan, Republic of China Investigating Customers' Behavioral Intention toward Social Commerce: An Empirical Study in Vietnam Graduate Student: Nguyen Thu Thao Advisor: Dr Chun-Hui Wu National Formosa University Department of Information Management Master Thesis A Thesis Submitted to Department of Information Management College of Management National Formosa University In Partial Fulfillment of the Requirements For the Degree of Master of Information Management January, 2015 Huwei, Yunlin, Taiwan, Republic of China Investigating Customers' Behavioral Intention toward Social Commerce: An empirical Study in Vietnam Student: Nguyen Thu Thao Advisor: Chun-Hui Wu Department of Information Management National Formosa University Abstract Social commerce is gaining a rapid and wide popularity these days Online shopping has become increasingly popular in business development and the number of new online stores is ever increasing Many of these online stores, however, fail for some reasons Research indicated that one of the main reasons is that consumer‟s not trust online retailers How to increase consumers‟ trust has become an important issue in social commerce A theoretical model was derived based upon previous studies and the technology acceptance model (TAM), and nine hypotheses were proposed to examine the relationships between constructs Survey method was employed for collecting data from 163 valid respondents in Viet Nam For testing theoretical hypotheses, structure equation modeling (SEM) was conducted using maximum likelihood estimation in SmartPLS Theoretical contributions and practical implications on the finding were discussed and suggestions for future study were presented Keywords: Social commerce, trust, technology acceptance model (TAM), Structure equation modeling (SEM), SmartPLS i 163 ΣmαρτΠΛΣ 2.0 , SmartPLS ii Acknowledgements I would like to take this opportunity to express my sincere gratitude to all those people who have made this dissertation possible and because of whom my graduate experience has been one that I will cherish forever First of all, my deepest gratitude is to my advisor, Dr Chun-Hui Wu I have been amazingly fortunate to have an advisor who gave me the freedom to explore on my own and at the same time the guidance to recover when my steps faltered You taught me how to question thoughts and express ideas Her patience and support helped me overcome many crisis situations and finish this dissertation I also would like to give a special thank to Department of Information Management of National Formosa University Thanks for giving me the opportunity and for their financial support during the period of two years During the two years, many friends were helpful to my color life I have to acknowledge all my classmates in the research room, for their assistance in many aspects that I cannot list them all because of limited space Also I would like to thank all the respondents of the questionnaires Most importantly, none of this would have been possible without the love and patience of my family I would like to give my deeply thank to my Mom and my family members who gave me the constant source of love, concern, support and strength all two years to reach this goal I would like to express my heartfelt gratitude to my family My extended family has aided and encouraged me throughout this endeavor Without their support, it was impossible for me to finish my master thesis Huwei, January, 2015 Sincerely Nguyen Thu Thao iii Table of Contents Αβστραχτ ι ιι Αχκνοωλεδγεmεντσ ιιι Ταβλε οφ Χοντεντσ ιϖ Λιστ οφ Ταβλεσ ϖι Λιστ οφ φιγυρεσ ϖιι Χηαπτερ Ιντροδυχτιον 1.1 Background 1.2 Research Motivation 1.3 Research Question 1.4 Purpose 1.5 Structure of the Thesis Χηαπτερ Λιτερατυρε Ρεϖιεω 2.1 The Field of Social Commerce 2.1.1 Social Commerce –An introduction and Definition 2.1.2 Social commerce in Viet Nam 10 2.2 Trust related Theory in Social Commerce 12 2.3 Technology Acceptance Model (TAM) 14 2.4 Social Presence Theory 15 2.5 Enjoyment 16 2.6 Summary of the Literature Review 18 Χηαπτερ Ρεσεαρχη Μετηοδολογψ 19 3.1 Research Framework 19 3.2 Research Hypotheses 20 3.3 Research Method 22 iv 3.4 Data analysis 26 3.4.1 Research Reliability and Validity 26 3.4.2 Statistical Analysis 27 3.5 Summary of the Research Methodology 29 Χηαπτερ Ρεσυλτσ 30 4.1 Respondents‟ Demographics 30 4.2 Social Commerce Usage 32 4.3 Factor Analysis 34 4.4 Reliability Analysis 35 4.5 Hypotheses Testing 39 Χηαπτερ Χονχλυσιονσ 44 5.1 Discussion 44 5.2 Conclusions 47 5.3 Limitation and Future Study 49 Ρεφερενχεσ 50 Αππενδιξ Ι Ενγλιση Θυεστιονναιρε 57 Αππενδιξ ΙΙ ςιετναmεσε Θυεστιονναιρε 67 Εξτενδεδ Αβστραχτ 76 Ρεφερενχεσ 82 Χυρριχυλυm ςιταε 83 v List of Tables Table 3.1 Measurement Scales 23 Table 3.2 Cronbach's alpha Coefficient Consistency 27 Table 3.3 KMO Values 28 Table 3.4 Standardized beta values for hypotheses testing 28 Table 4.1 Respondents‟ demographic profile 31 Table 4.2 Using Experience of Social commerce Sites Frequently Visited 33 Table 4.3 Frequency of activities in social commerce sites 34 Table 4.4 KMO and Bartlett's Test Results 35 Table 4.5 Loadings and cross-loading of the measurement model 36 Table 4.6 Convergent validity and reliability test 37 Table 4.7 Discriminant validity test 38 Table 4.8 Summary of hypotheses analysis 40 Table 4.9 Results of the hypotheses testing 41 vi