| dc.description.abstract | Nowadays, Internet has been increasingly developing and become the facilitator of
the enormous growth of online business transactions which bring a wide range of
advantages to people, comparing to the traditional ones. Accordingly, online booking tool
has been applied and accepted in several economic domains such as hospitality, tourism,
transportation, and so on. Recently, this trend has been flourishing in the industry of
beauty services in Vietnam. In order to explore determinants that affect the behavioral
intention of young people to use online booking tool for those services, this study was
conducted. Technology Acceptance Model (TAM) and Theory of Reasoned Action
(TRA) were used as foundation to build the research model and hypotheses. The
modified conceptual framework included five independent variables and one dependent
variable.
There were three hundred valid responses distributed and collected from both online
and offline channels. Convenience and Snowball sampling technique were applied for the
constraints of time and money. The target sample of this research is young people who
are aging from 18 years old and have used beauty services in Ho Chi Minh City. The data
gathered then were put into the process of analysis by SPSS 20 with Descriptive
statistics, Reliability test, Exploratory Factor Analysis (EFA), Pearson correlation and
Multiple Regression Analysis. After tests, we found out three determinants that have
positive relations with Behavioral intention to use online booking tool for beauty
services, including Trust in usefulness, Perceived ease of use and Subjective norm. Also,
the research reveals that Trust in usefulness is the best predictor of Intention to online
booking use. According to the research result, Perceived risk is the only factor that has no
significance to effect the change of the dependent one.
This study aims to determine the critical factors that have influences on the
Behavioral intention to make an online booking of young people in Ho Chi Minh City | en_US |
