| dc.description.abstract | Online Group Buying has only attended to Vietnamese market in recent years but has
rapidly and significantly become a phenomena in virtual community. This research aims
to investigate the impacts of Perceived Usefulness, Perceived Ease of Use, Trust, Website
Quality, and Perceived Risk on Online Group Buying Intention with the moderating role
of Attitude toward Online Group Buying as well as their direct impacts on Online Group
Buying Intention. Furthermore, the research would like to test if Low-Price Perception
and Word-of-Mouth directly affect on Online Group Buying Intention.
The applied theoretical framework is adapted from Technology Acceptance Model of
Davis (1989), which is used to test the user acceptance and using of a technology. Somexi
factors tested from previous studies are used, associated with the TAM to propose the
research model in this research.
Quantitative methods are applied in this study, using the IBM SPSS 20 and the SPSS
AMOS 20 for statistical data analysis. 370 responses are collected, in which the valid
samples are 303. Using several testing techniques (Descriptive test, Reliability test,
Exploratory Factor Analysis, Confirmatory Factor Analysis, Structural Equation
Modeling), the results indicate that only Perceived Usefulness and Website Quality
propose a significant impacts on Attitude toward Online Group Buying. Moreover, only
Low-Price Perception and Attitude toward Online Group Buying perform a relationship
with Online Group Buying Intention. Perceived Ease of Use as being tested in numerous
studies for the relationship with Attitude is now rejected and manifest the only
connection with Perceived Usefulness | en_US |
