Abstract
This article aims to identify and evaluate intended behavior when using online shopping services. The theoretical model is built based on the combination of Value-Attitude Behavior (VAB) and Technology Acceptance Mode (TAM) models. The research was conducted in two phases, qualitative research (refining the scale to suit the context) and quantitative one (testing Structural Equation Modeling – SEM). A convenience sample of 431 potential online customers’ data was collected to test the model. With the level of reliability chosen in the study being 95%, the results show that all 5 hypotheses are statistically significant, specifically perceived trust have impacts on Perceived Usefulness (PU) and Perceived Ease of Use (PEU) and then both PE and PEU affect attitude and finally, custumers’attitude affects their behavior. Finally, based on the research results, some managerial implications are proposed for online businesses to attract this potential customer base.
Keywords: Perceived usefulness, Perceived ease of use, Technology Acceptance Mode, online shopping
JEL classification: C63, L81.
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
