(LUẬN văn THẠC sĩ) antencedents and mediators of consumer online purchase intention

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(LUẬN văn THẠC sĩ) antencedents and mediators of consumer online purchase intention

UNIVERSITY OF ECONOMICS HO CHI MINH CITY Internationa] School of BusinessNguyen Thi Thanh TuyenANTENCEDENTS AND MEDIATORS OF CONSUMER’S ONLINE PURCHAS

(LUẬN văn THẠC sĩ) antencedents and mediators of consumer online purchase intention SEINTENTIONMASTER OF BUSINESS (Honours)Ho Chi Minh City - Year 2015UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of BusinessNguyen Thi

Thanh TuyenANTENCEDENTS AND MEDIATORS OF CONSUMER’S ONLINE PURCHASE INTENTIONID: 22120036SUPERVISOR: Nguyen Ọuynh MaiHo Chi Minh City - Year 2015ANTE (LUẬN văn THẠC sĩ) antencedents and mediators of consumer online purchase intention

NCEDEN I S AND MEDIATORS OF CONSUMER’S ONLINE PURCHASE INTENTIONNguyen Thi Thanh TuyenUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of

(LUẬN văn THẠC sĩ) antencedents and mediators of consumer online purchase intention

BusinessIIACKNOWLEDGEMENTSI am deeply grateful to my advisors. Dr. Nguyen Quynh Mai for the guidance and comments through the process of completing th

UNIVERSITY OF ECONOMICS HO CHI MINH CITY Internationa] School of BusinessNguyen Thi Thanh TuyenANTENCEDENTS AND MEDIATORS OF CONSUMER’S ONLINE PURCHAS

(LUẬN văn THẠC sĩ) antencedents and mediators of consumer online purchase intention ion of the research. I also want to say thanks to my classmates and others who complete the surveys and share knowledge with me.Nguyen Thi Thanh Tuyen

July 4th. 2015HiABSTRACTMany e-vendors have been investigated in Vietnam but not ah of them are successful. In order to be successes, e-vendors need t (LUẬN văn THẠC sĩ) antencedents and mediators of consumer online purchase intention

o know how to attract consumers by understanding consumers' purchase intention. In this study, five factors that were proposed to have influence on pu

(LUẬN văn THẠC sĩ) antencedents and mediators of consumer online purchase intention

rchase intention. Those were technology characteristics, trust, social influence, perceived ease of use. perceived usefulness. A survey was launched i

UNIVERSITY OF ECONOMICS HO CHI MINH CITY Internationa] School of BusinessNguyen Thi Thanh TuyenANTENCEDENTS AND MEDIATORS OF CONSUMER’S ONLINE PURCHAS

(LUẬN văn THẠC sĩ) antencedents and mediators of consumer online purchase intention or that influences purchase intention. Perceived ease of use is found to be a key factor that influence purchase intention directly. Technology charac

teristics, trust, and social influence are three factors that influence purchase intention indirectly via mediator perceived ease of use. To gain cons (LUẬN văn THẠC sĩ) antencedents and mediators of consumer online purchase intention

umers online purchase intention, e-vendors should provide products and services that gain consumers’ perceived ease of use. Besides that, their websit

(LUẬN văn THẠC sĩ) antencedents and mediators of consumer online purchase intention

es need to be easy to read and easy to understand by improving technology characteristics. E-vendors also need to gain trust and social influence to i

UNIVERSITY OF ECONOMICS HO CHI MINH CITY Internationa] School of BusinessNguyen Thi Thanh TuyenANTENCEDENTS AND MEDIATORS OF CONSUMER’S ONLINE PURCHAS

(LUẬN văn THẠC sĩ) antencedents and mediators of consumer online purchase intention rect impact of trust, social influence, and technology characteristics towards online purchase intention.ivTABLE OF CONTENTSACKNOWLEDGEMENTS..........

...................................IIABSTRACT....................................................IllCHAPTER 1: INTRODUCTION........................... (LUẬN văn THẠC sĩ) antencedents and mediators of consumer online purchase intention

............11.1.BACKGROUND...............................................11.2.PROBLEM STATEMENT........................................21.3.RESEARCH

(LUẬN văn THẠC sĩ) antencedents and mediators of consumer online purchase intention

OBJECTIVES......................................41.4.RESEARCH QUESTIONS.......................................4

UNIVERSITY OF ECONOMICS HO CHI MINH CITY Internationa] School of BusinessNguyen Thi Thanh TuyenANTENCEDENTS AND MEDIATORS OF CONSUMER’S ONLINE PURCHAS