| dc.description.abstract | Recently, the era of mobile, digital marketing, and advanced technology
has been reflecting well and penetrating deep into human beings’ lifestyle. As the
world is becoming more hectic and contemporary day by day, every transaction and
operation should be “mobile”. With only few clicks on the mobile devices, mobile
commerce and mobile transaction are of great interest of numerous innovators.
Vietnam, a developing country, is on the way to globalization and should catch up
with the latest trends. As over 30.2 million Vietnamese people use smart phones and
mobile devices (VNexpress, 2011), mobile commerce is definitely great convenience
for them to try and adopt in the future.
The main aim of this research is to make a scrutiny in attitudinal behaviors
that consumers form to get to adoption intention toward Mobile Shopping service in
Ho Chi Minh City. In order to elucidate this considering, the study is about to resolve
the main research questions as follows: (1) What are the determinants of consumer
adoption intention of Mobile Shopping in Ho Chi Minh City, (2) How significantly
the determinants affect the intention to adopt Mobile Shopping.
The research process is started off with building a theoretical framework
comprising independent variables (factors) and researched dependent variable
(consumer adoption intention). It is then the time for developing questionnaires and
distributing them to customers. After that, data analysis is run, and findings will be
discussed for later conclusion and recommendations.
From the findings of the research, there are five main factors that affect
consumer intention to adopt Mobile Shopping in Ho Chi Minh City, including
Relative Advantage, Compatibility, Complexity, Consumer Innovativeness, and
Perceived Risk. Of those factors, the greatest yet controversial impact belongs to
Perceived Risk. However, the difference in impacts on the adoption intention is not
large, so it is remarkable to pay equal attention to all five determinants. Despite
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limitation of time and ability, this research may be relevant and seen as a reference for
subsequent researches in the future. | en_US |
