| dc.description.abstract | This study is aimed to examine factors affecting customer’s online purchase intention towards fashion items on Facebook. Researcher used The Technology Acceptance Model which suggests two main factors including Perceived Usefulness and Perceived Ease of Use; theory of Trust; theory of Review Quality; and Electronic Word of Mouth (eWOM) factor in order to develop the conceptual framework.
Quantitative method is applied in this research. Questionnaires were employed to collect data 300 customers in Ho Chi Minh City. Data was analyzed by using SPSS software including Cronbach’ reliability test, Factor analysis, and AMOS comprising Confirmatory Factor Analysis (CFA), Structural equation modeling (SEM) to test the relationship among these factors with customers’ purchase intention.
Keywords: Facebook, fashion items, Technology acceptance model (TAM), Trust, Review Quality, Purchase Intention, eWord of Mouth, SPSS, AMOS. | en_US |
