| dc.description.abstract | urpose: This study aimed to find out the relationship between the independent variables
(Usage Barrier, Value Barrier, Risk Barrier, Tradition Barrier, Image Barrier and Perceived
Cost Barrier) on dependent variable of Shopee Adoption Intention.
Design/ Methodology/ Approach: Research scope in Ho Chi Minh City, Vietnam. The
theoretical framework Innovation Resistance Theory of (Ram & Sheth, 1989) is applied to
control and evaluate the correlation of the variables in the model. There are also two
moderators added to the research extension goal, namely Self-Confidence and Smartphone
Addiction. The Exploratory Factor Analysis and Regression Analysis were performed
using SPSS software version 20. The number of respondents was 263 in HCMC.
Findings: The findings show that barrier factors such as Usage Barrier, Value Barrier, Risk
Barrier, Tradition Barrier, Image Barrier and Perceived Cost Barrier have a negative effect
on consumers' intention to adopt the Shopee application. At the same time, the findings
indicate that Seft-Confidence is able to moderate the relationship between Risk Barrier and
Shopee Adoption Intention. From there, propose appropriate solutions to reduce the above
barriers.
Practical implications: The study like all other studies, has limitations; however, through
the process of data collection and analysis, this study has generated some remarkable
suggestions for Vietnam's mobile shopping industry and future research in the related field. | en_US |
