VIETNAM NATIONAL UNIVERSITY – HOCHIMINH CITY

INTERNATIONAL UNIVERSITY
SCHOOL OF BUSINESS

THE DETERMINANTS OF ONLINE SHOPPING

INTENTION ON MOBILE APPLICATIONS
AMONG VIETNAMESE CONSUMERS

In Partial Fulfillment of the Requirements of the Degree of

BACHELOR OF ARTS in BUSINESS ADMINISTRATION

Student’s Name: HOANG THI MY NHUNG

Student’s ID: BABAIU13201
Advisor: BUI QUANG THONG, Ph.D.

Ho chi minh City, Viet Nam

2017
THE DETERMINANTS OF ONLINE SHOPPING
INTENTION ON MOBILE APPLICATIONS
AMONG VIETNAMESE CONSUMERS

APPROVED BY: Advisor APPROVED BY: Committee,

_____________________ _______________________
Bui Quang Thong, Ph.D

________________________

________________________

THESIS COMMITTEE
 ACKNOWLEDGEMENT
From the bottom of my heart, I would like to express my profound appreciation:
First of all, to my devoted advisor - Ph. D Bui Quang Thong. Thank you for guiding
and supporting me in the whole process of conducting this thesis by suggesting many
valuable instructions and helping me have a comfortable mind to complete the study.
Secondly, to all my lectures at the School of Business Administration of International
University - Vietnam National University. Thank you for spending your time and effort
to give many precious lessons to me and other students as well.
Thirdly, to all of my best frends in high school and university. Thank you for helping
me to distribute the questionnaire and solve the problems occuring during the process
of doing this thesis.
Last but not least, to all of my family members. Thank you for your overwhelming love
and great care.
To all of them, I dedicate this thesis.

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 TABLE OF CONTENTS
ACKNOWLEDGEMENT .......................................................................................... iii
TABLE OF CONTENTS ...................................................Error! Bookmark not defined.
LIST OF TABLES ..................................................................................................... vi
LIST OF FIGURES ................................................................................................. viii
ABSTRACT ............................................................................................................ ix
ABBREVIATIONS ................................................................................................... xi
CHAPTER I ............................................................................................................. 1
1.1 Research Background ........................................................................................... 1
1.2 Research Objectives .............................................................................................. 6
1.3 Research Questions ............................................................................................... 6
1.4 Significances of the Research ................................................................................ 7
1.5 Research Scope ..................................................................................................... 7
1.6 Research Structure................................................................................................ 8
CHAPTER II ............................................................................................................ 9
2.1 Online Shopping Intention on Mobile Applications ............................................... 9
2.2 Factors Affecting Online Shopping Intention on Mobile Applications ................... 9
2.2.1 Ease-of-access ......................................................................................................... 9
2.2.2 Usefulness .............................................................................................................. 10
2.2.3 Enjoyment ............................................................................................................. 11
2.2.4 Anxiety .................................................................................................................. 12
2.2.5 Price Value ............................................................................................................ 12
2.2.6 Trust ...................................................................................................................... 13
2.3 Research Model ................................................................................................... 14
CHAPTER III ......................................................................................................... 17
3.1 Research Design .................................................................................................. 17
3.2 Sample Size and Sampling Design ....................................................................... 20
3.3 Questionaire Design ............................................................................................ 21
3.4 Pilot Study........................................................................................................... 25
3.5 Data Collection Procedure .................................................................................. 25
3.6 Data Analysis Method ......................................................................................... 26
CHAPTER IV ......................................................................................................... 28
4.1 Response Rate ..................................................................................................... 28
4.2 Sample Demographic .......................................................................................... 28
4.2.1 Gender ................................................................................................................... 29
4.2.2 Age ......................................................................................................................... 30
4.2.3 Job.......................................................................................................................... 31
4.2.4 Income ................................................................................................................... 31

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 4.2.5 Frequency of shopping on mobile applications in recent 6 months of
respondents .................................................................................................................... 32
4.2.6 Frequency of mobile application brands shopped by respondents .................. 33
4.3 Descriptive Statistics ........................................................................................... 34
4.3.1 Descriptive Statistics of Ease-of-access to mobile shopping applications........ 34
4.3.2 Descriptive Statistics of Usefulness when using mobile shopping applications
......................................................................................................................................... 35
4.3.3 Descriptive Statistics of Enjoyment when using mobile shopping applications
......................................................................................................................................... 36
4.3.4 Descriptive Statistics of Anxiety when using mobile shopping applications ... 37
4.3.5 Descriptive Statistics of Price Value when using mobile shopping applications
......................................................................................................................................... 38
4.3.6 Descriptive Statistics of Trust on mobile shopping applications...................... 39
4.3.7 Descriptive Statistics of Online Shopping Intention on Mobile Applications . 40
4.4 Reliability Test .................................................................................................... 41
4.4.1 Reliability Test for Ease-of-access ...................................................................... 42
4.4.2 Reliability Test for Usefulness ............................................................................. 42
4.4.3 Reliability Test for Enjoyment ............................................................................ 43
4.4.4 Reliability Test for Anxiety ................................................................................. 44
4.4.5 Reliability Test for Price Value ........................................................................... 45
4.4.6 Reliability Test for Trust ..................................................................................... 45
4.4.7 Reliability Test for Shopping Intention on Mobile Applications ..................... 47
4.4.8 Summary of the final Cronbach's Alpha for all factors ................................... 48
4.5 Exploratory Factor Analysis (EFA) ..................................................................... 49
4.5.1 EFA for Independent Variables .......................................................................... 50
4.5.2 EFA for Dependent Variables ............................................................................. 58
4.6 Multiple Linear Regressison Analysis ................................................................. 59
4.6.1 Correlation Analysis between independent variables and dependent variables.
......................................................................................................................................... 59
4.6.2 Regression Analysis .............................................................................................. 60
4.7 Revised research model ....................................................................................... 62
CHAPTER V .......................................................................................................... 64
5.1 Conclusion .......................................................................................................... 64
5.2 Recommendations ............................................................................................... 65
5.3 Limitations .......................................................................................................... 67
REFERENCE .......................................................................................................... 68
APPENDIX A ........................................................................................................ 73
SURVEY QUESTIONNAIRE IN ENGLISH ............................................................ 73
SURVEY QUESTIONNAIRE IN VIETNAMESE .................................................... 77
APPENDIX B ........................................................................................................ 83

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 LIST OF TABLES
TABLE 1: MEASUREMENT ITEMS WITH SOME MODIFICATIONS 22
TABLE 2: VALID RESPONSE RATE 28
TABLE 3: PERSONAL INFORMATION OF RESPONDENTS 29
TABLE 4: FREQUENCY OF SHOPPING ON MOBILE APPLICATIONS IN RECENT 6 MONTHS 32
TABLE 5: FREQUENCY OF MOBILE APPLICATION BRANDS SHOPPED BY RESPONDENTS 33
TABLE 6: DESCRIPTIVE STATISTICS OF EASE-OF-ACCESS 35
TABLE 7: DESCRIPTIVE STATISTICS OF USEFULNESS 36
TABLE 8: DESCRIPTIVE STATISTICS OF ENJOYMENT 37
TABLE 9: DESCRIPTIVE STATISTICS OF ANXIETY 37
TABLE 10: DESCRIPTIVE STATISTICS OF PRICE VALUE 38
TABLE 11: DESCRIPTIVE STATISTICS OF TRUST 39
TABLE 12: DESCRIPTIVE STATISTICS OF ONLINE SHOPPING INTENTION ON MOBILE APPLICATIONS 40
TABLE 13: RULES OF THUMB FOR INTERPRETATION OF THE CRONBACH'S ALPHA 41
TABLE 14: RELIABILITY STATISTICS OF EASE-OF-ACCESS 42
TABLE 15: ITEM-TOTAL STATISTICS OF EASE-OF-ACCESS 42
TABLE 16: RELIABILITY STATISTICS OF USEFULNESS 43
TABLE 17: ITEM-TOTAL STATISTICS OF USEFULNESS 43
TABLE 18: RELIABILITY STATISTICS OF ENJOYMENT 43
TABLE 19: ITEM-TOTAL STATISTICS OF ENJOYMENT 44
TABLE 20: RELIABILITY STATISTICS OF ANXIETY 44
TABLE 21: ITEM-TOTAL STATISTICS OF ANXIETY 44
TABLE 22: RELIABILITY STATISTICS OF PRICE VALUE 45
TABLE 23: ITEM-TOTAL STATISTICS OF PRICE VALUE 45
TABLE 24: RELIABILITY STATISTICS OF TRUST 46
TABLE 25: ITEM-TOTAL STATISTICS OF TRUST 46
TABLE 26: RELIABILITY STATISTICS OF TRUST AFTER REJECTING ITEM TRU6 46
TABLE 27: ITEM-TOTAL STATISTICS OF TRUST AFTER REJECTING ITEM TRU6 47
TABLE 28: RELIABILITY STATISTICS OF SHOPPING INTENTION ON MOBILE APPLICATIONS 47
TABLE 29: ITEM-TOTAL STATISTICS OF SHOPPING INTENTION ON MOBILE APPLICATIONS 48
TABLE 30: SUMMARY OF THE FINAL CRONBACH'S ALPHA 48
TABLE 31: THE RULES OF THUMB TO INTERPRET THE VALUE OF KMO 49
TABLE 32: KMO AND BARTLETT'S TEST FOR INDEPENDENT VARIABLES OF FIRST ROUND 50

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TABLE 33: TOTAL VARIANCE EXPLAINED FOR INDEPENDENT VARIABLE OF FIRST ROUND 51
TABLE 34: ROTATED COMPONENT MARTRIXA FOR INDEPENDENT VARIABLES OF FIRST ROUND 53
TABLE 35: KMO AND BARTLETT'S TEST FOR INDEPENDENT VARIABLES OF FINAL ROUND 54
TABLE 36: TOTAL VARIANCE EXPLAINED FOR INDEPENDENT VARIABLE OF FINAL ROUND 55
TABLE 37: ROTATED COMPONENT MARTRIX FOR INDEPENDENT VARIABLES OF FINAL ROUND 57
TABLE 38: COMPONENT MATRIXA FOR DEPENDENT VARIABLE 58
TABLE 39: KMO AND BARTLETT'S TEST FOR DEPENDENT VARIABLE 58
TABLE 40: TOTAL VARIANCE EXPLAINED FOR DEPENDENT VARIABLE 59
TABLE 41: CORRELATIONS 60
TABLE 42: MODEL SUMMARY 61
TABLE 43: ANOVA 61
TABLE 44: COEFFICIENTS 61

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 LIST OF FIGURES
FIGURE 1: VIETNAMESE CHANGES IN POPULATION, INTERNET USERS, AND MOBILE SUBSCRIPTION
FROM 2005 TO 2014 1
FIGURE 2: THE PERCENTAGE OF VIETNAM INTERNET USERS BY AGE GROUP IN 2015 2
FIGURE 3: PERCENTAGE OF SMARTPHONE USER IN 2015 3
FIGURE 4: ONLINE ACTIVITIES PEOPLE DO ON THEIR SMARTPHONES IN 2015 4
FIGURE 5: THE PERCENTAGE OF ONLINE BUYERS BASED ON GENDER IN 2015 4
FIGURE 6: THE PERCENTAGE OF ONLINE BUYERS BASED ON OCCUPATION IN 2015 5
FIGURE 7: THE PREDICTIVE PERCENTAGE OF ONLINE BUYERS IN 2016 BASED ON AGE GROUP 5
FIGURE 8: RESEARCH MODEL 15
FIGURE 9: RESEARCH PROCESS 18
FIGURE 10: THE PERCENTAGE OF RESPONDENTS' GENDER 30
FIGURE 11: THE PERCENTAGE OF RESPONDENTS' AGE GROUP 30
FIGURE 12: THE PERCENTAGE OF RESPONDENTS' JOB 31
FIGURE 13: THE PERCENTAGE OF RESPONDENTS' INCOME 32
FIGURE 14: FINAL RESEARCH MODEL WITH COEFFICIENTS 63

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 ABSTRACT
Nowadays, e-commerce market, especially mobile commerce market, is really potential
in Vietnam. However, very few customers conduct online purchasing by their
smartphones and tablets. In other words, the potential of mobile commerce market has
not been promoted. To attract more people engaging online shopping on mobile
devices, firstly, providers of mobile shopping services need to know the elements affect
customer’s shopping intention and then carrying out interventions that change those
affecting factors. Therefore, it is necessary to conduct a research about this problem.
This study aims to investigate whether the following factors, which are ease-of-access,
usefulness, enjoyment, anxiety, price value, and trust affect online shopping intention
on mobile applications or not. Then, it tries to evaluate the degree of impact of each
factor on shopping intention by mobile applications. Finally, from the collected results,
it suggests practical implications to the system providers or retailers of mobile shopping
applications to help them stimulate the consumers' buying intention.
Regards the way to collect data used for the research, a survey was carried out. Among
361 survey forms were distributed, there were 300 valid questionnaires that could be
used to collect data. To test the correctness of proposed hypotheses and conceptual
model, Multiple Regression Analysis approach was applied.
The final results proved that the consumers’' shopping intention on mobile applications
is significantly affected by ease-of-access, enjoyment, price value, and trust. The
remains, which are anxiety and usefulness, do not affect the shopping intention. Among
those research factors having impact on shopping intention in this study, the price value
plays as the most important determinant of online shopping intention on mobile
applications. The second significant factor having influence on dependent variable is
the trust of customers on mobile shopping applications. The third rank belongs to the
effect of enjoyment on shopping intention. And the factor having least influence on
online shopping intention on mobile applications is the ease-of-access.
In terms of practical implications, the study helps system providers of mobile shopping
applications to recognize which elements impede or stimulate the customers' shopping

ix
intention on these applications. Then, they could effectively promote the online
shopping, especially shopping on mobile applications, to potential purchasers and
retain the existing clients.
Keywords Online shopping intention, Online shopping, Mobile shopping applications,
Ease-of-access, Usefulness, Enjoyment, Anxiety, Price value, Trust.
Paper type Research paper

x
 ABBREVIATIONS
EFA: Exploratory Factor Analysis
KMO: Kaiser-Meyer-Olkin
SPSS: Statistical Package for the Social Sciences

xi
 CHAPTER I
INTRODUCTION
This chapter generally introduces the research topic, explain reasons of choosing this
problem, and give an overall background about it. Besides, this part also mentions the
research objective, research questions, significances of the research, research scope
and the organization of the whole study.
1.1 Research Background
In recent years, the remarkable growth in the use of the internet and in the number of
mobile phone users has led to a rivalled growth of mobile commerce. According to the
survey about Viet Nam Digital Landscape 2015 of Moore Corporation, from 2005 to
2014, while the total population only approximately increased by 10 per cent, the
number of internet users increased more than three times and the number of mobile
subscription increased more than eight times. In which, the age group that most of
people have used internet is 15 - 24, and 25 - 34 years' old (figure 2).

Figure 1: Vietnamese changes in population, internet users, and mobile

subscription from 2005 to 2014
(Source: Moore Corporation, 2015)

1
 Figure 2: The percentage of Vietnam internet users by age group in 2015
(Source: Moore Corporation, 2015)
Another statistic from Moore Corporation showed the percentage of Vietnamese
smartphone user (figure 3). It revealed that in 2015, among the total number of people
using cellular phone in Vietnam, there are 52 per cent of people using smartphone. It
can be concluded that Vietnamese mobile phone users is extremely in favor of
smartphone.

2
 Figure 3: Percentage of smartphone user in 2015
(Source: Moore Corporation, 2015)
In addition, because of the growth and the diffusion of technological devices and
internet, mobile commerce has developed with many useful services such as: mobile
shopping, mobile banking, booking, ticketing, making payments, and conducting other
kinds of online banking transactions. In which, mobile shopping let customers use
mobile devices (such as smartphones or tablets) to buy products and services through
internet, by websites or applications, in any location and any time (Lu and Yu‐Jen Su,
2009). However, based on the survey about Viet Nam Digital Landscape 2015 of Moore
Corporation, only six per cent of surveyed used mobile shopping (figure 4). It means
that although the amount of Vietnamese people using smartphone is plentiful, internet
and mobile devices are extremely popular; and mobile shopping is very useful for both
buyers and sellers, very few customers purchased goods and services online by their
smartphones.

3
 Figure 4: Online activities people do on their smartphones in 2015
(Source: Moore Corporation, 2015)
As regards the demographic information of online buyers in 2015, the survey about
Viet Nam Digital Landscape 2015 of Moore Corporation concluded as the following:
Firstly, 59 percent of online buyers were female; Secondly, the majority of online
buyers were officer and student, which nearly accounted for 80 percent. The remains
are business owner and other jobs. Another investigation, which came from Nielsen
Global E-commerce Study in 2015, predicted that in 2016, the millennial generation,
which their age from 21 to 34 years’ old, would be the key force shopping online.

Figure 5: The percentage of online buyers based on gender in 2015

(Source: Moore Corporation, 2015)

4
 Figure 6: The percentage of online buyers based on occupation in 2015
(Source: Moore Corporation, 2015)

Figure 7: The predictive percentage of online buyers in 2016 based on age group
(Source: Nielsen Global E-commerce Study, 2015)

5
In general, e-commerce market, especially mobile commerce market, is really potential
in Vietnam. This development will bring benefits to both retailers and consumers.
Hence, many retailers and providers have started to penetrate the mobile shopping
market by design the shopping website and application with display is only suitable for
smartphones and tablets along with promotion when using these services. However,
currently, very few customers purchase goods and services online by their smartphones
and tablets. In other words, the potential of mobile commerce market has not been
promoted. To attract more people engaging online shopping on mobile devices, firstly,
providers of mobile shopping services need to know the elements affect customer’s
shopping intention and then carrying out interventions that change those affecting
factors. Therefore, it is necessary to conduct a research about this problem. In this study,
to be easy to conduct and complete the research in limited time, the research topic only
relates to online shopping on mobile applications. Because of these convincing causes,
the research topic for my graduation thesis is: "THE DETERMINANTS OF
ONLINE SHOPPING INTENTION ON MOBILE APPLICATIONS AMONG
VIETNAMESE CONSUMERS"
1.2 Research Objectives
The aims of this research are:
- Finding out factors influencing the online shopping intention on mobile
applications.
- Evaluating the degree of impact of each factor on intention of online
shopping on mobile applications.
- Giving practical recommendations to the system providers of mobile
shopping applications.
1.3 Research Questions
To achieve the aims of this research, two research questions are formulated as the
following:
- What are determinants of online shopping intention on mobile
applications?

6
 - How much does each factor influence the online shopping intention on
mobile applications?
1.4 Significances of the Research
Foremost, the outcome of the research could help to resolve the objectives of the
research. Secondly, it would help system providers of mobile shopping applications to
recognize which elements impede or stimulate the customers' shopping intention on
these applications. From these implications, they could effectively promote the online
shopping, especially shopping on mobile applications, to potential purchasers and
retain the existing clients. Last but not least, to carry out and complete this study, I have
to find out from other previous researches about this topic. As a result, my knowledge
and expertise in the research field and the online shopping segment will be widened.
1.5 Research Scope
Due to the limited time and geographic approach capability, on the whole, this research
will scrutinize on Vietnamese consumers living in Ho Chi Minh City. Especially, the
research will study on the segment of online shopping on mobile applications.
Therefore, the respondents will be Vietnamese consumers, having mobile devices
(which are smartphones or tablets) and experience in online shopping on applications.
In addition to the limited conditions, the reasons for choosing Ho Chi Minh City as a
major location are that Ho Chi Minh is the most develop city of our country. Therefore
it has a great opportunity to access the technology because any new products or services
are first applied in the market, Ho Chi Minh will be chosen as a place to test the
customers' reaction and acceptance. Moreover, Ho Chi Minh is considered as the city
with high level of technology acceptance. With the great opportunity to access the
technology and high level of technology acceptance, local people living at this city have
a high tendency of using mobile utility in their life. Thus, when conducting research on
this city, the result could truly reflect the real phenomenon of the research topic and
could be applied with the majority of consumers in Viet Nam.

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1.6 Research Structure
The overall structure includes five main sections, which are introduction, literature
review, methodology, data analysis and findings, conclusions and recommendations.
The detail concent of each section is explained as the following:
- Chapter 1: Introduction
This chapter generally introduces the research topic, explain reasons of
choosing this problem, and give an overall background about it. Besides,
this part also mentions the research objective, research questions,
significances of the research, research scope and the organization of the
whole study.
- Chap 2: Literature Review
For the most chapter, it reviews concepts, theories, relations between
independent and dependent variables from the previous researches
associated with customers' purchasing intention on mobile allpications.
More significantly, it also proposes the research model and hypotheses that
will be applied in this study.
- Chapter 3: Methodology
This chapter presents the specific information of the research method,
research design, the way to assemble data and analyse collected data. In
addition, the criteria for choosing research sample and the questionnaire
items are also provided in this part.
- Chapter 4: Data Analysis and Findings
This chapter refers to the process of summarising, analysing collected data
from questionnaires. From the collected results, this part will explains the
statistic numbers to get findings for the research and discussion of the
results.
- Chapter 5: Conclusions and Recommendations
The final chapter will give an overall summary of the research findings.
Moreover, it also implies some recommendations for further researches and
limitations of this study to avoid in the future.

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 CHAPTER II
LITERATURE REVIEW
This chapter reviews concepts, theories, relations between independent and dependent
variables from the previous researches associated with customers' purchasing intention
on mobile allpications. More significantly, it also proposes the research model and
hypotheses that will be applied in this study.
2.1 Online Shopping Intention on Mobile Applications
Shopping is a process of buying products or services (Peterson, Bal Subramanian, &
Bronnenberg, 1997). According to Hsiao (2009), there are two types of shopping:
physical store shopping and online shopping (or e-shopping). Specifically, according
to Mokhtarian (2004), e-shopping refers to “searching for and/or purchasing consumer
goods and services through the Internet”.
According to Ajzen (1991), intention is considered as an motivational element of
behavior, and refers to the individual conscious attempt to perform a specified behavior.
Based on the definition from Techopedia website, a mobile application, or app, is a
technological software invented for mobile devices (including smartphones or tablets).
As regards its functions, it provides similar services like website, however, it has some
differences in display comparing with website. While website is mainly served for
people using PCs, application is especially designed only for people using mobile
devices. In conclusion, within the context of E-commerce, online shopping intention
on mobile applications refers to an individual plan to purchase products or services via
the Internet on the mobile applications by smartphones and tablets (Chen, Hsu, & Lin,
2010; Fygenson & Pavlou, 2006).
2.2 Factors Affecting Online Shopping Intention on Mobile Applications
2.2.1 Ease-of-access
Definition

9
According to Sivunen and Valo (2006), the ease-of-access is the level of availability
and spread of this tool in the market. Moreover, Hsi-Peng Lu and Philip Yu-Jen Su
(2009) argued that ease-of-access is relevant to the level to which a consumer could
easily get connection with internet through mobile devices. It also mentiond that a high
level of ease-of-access of a system owing two basic features, which are the presence
and the trustworthiness of that system. The first characteristic refers to the availability
of the system in the market which is perceived by the majority of consumers and the
readiness to access the system for consumers anytime and anywhere. The second
characteristic means that the system should have a good connection ensuring that
customers do not need to connect that system many times or change their location to
get a good access.
Relationship between Ease-of-access and Online Shopping Intention on Mobile
Applications
Many researches asserted that ease-of-access is considered as a vital determinant of
intention to use as technological devices that are not complicated to connect and operate
will be less intimidating to users (Mao et al., 2005; Ong et al., 2004). Moreover, Davis
(1989) also presented that users tend to adopt a system that require less mental effort to
use or acess. Lastly, Hsi-Peng Lu and Philip Yu-Jen Su (2009) stated that the a person
evaluation about the needed effort paid to connect and use the online shopping will
positively affect their intention to shop on internet. While this research topic is about
shopping intention on mobile applications, shopping on mobile applications is similar
to shopping on internet. Therefore, the following hypothesis is suggested that:
H1: Ease-of-access will positively affect online shopping intention on mobile
applications.
2.2.2 Usefulness
Definition
Usefulness is the individual perception about achieving specific benefits when acting a
particular behavior (Lu and Yu‐Jen Su, 2009). In other research, usefulness is defined
as the individual’s beliefs about the utility and effectiveness they can gain when using
mobile shopping services (Renny, Guritno, & Siringoringo, 2013). Faqih (2016)

10
declared that usefulness is viewed as a fundamental motivating force for consumers to
conduct their online transactions. Many other researches proved that usefulness plays
as a main stimulation for consumer behavior to espouse the online shopping technology
(Abu-Shamaa and Abu-Shanab, 2015; Wen et al., 2011).
Relationship between Usefulness and Online Shopping Intention on Mobile
Applications
Davis (1989) also insisted that people have a tendency to use or not use an application
when they perceive it has an ability to assist them solve their work better. In addition,
the Technology Acceptance Model (TAM) (David, 1989) suggested that people will go
along with technological tool if they are convinced by its positive and effective
performance. Moreover, many other previous researches' results supported the positive
relationship between usefulness of online shopping and online shopping intention
(Abu-Shamaa and Abu-Shanab, 2015; Wen et al., 2011). Hence, the following
hypothesis is proposed:
H2: Usefulness will positively affect online shopping intention on mobile applications.
2.2.3 Enjoyment
Definition
Enjoyment is defined as the customers' direct experience of immediate pleasure and
delight when using mobile devices to shopping (Lu and Yu‐Jen Su, 2009). According
to Chu and Lu (2007), the enjoyment experienced by users plays as a key driver in
customer's mind to perform an activity. For example, the making decision of buying
online music is motivated by perceived playfulness. While Venkatesh (1999)
discovered that the high degree of intrinsic factors will be the motive power to maintain
a prolonged intention to use information technology software. In which, intrinsic
factors refer to playfulness, pleasure and the awards achieved when performing
particular action (David et al., 1992).
Relationship between Enjoyment and Online Shopping Intention on Mobile
Applications
David et al., (1992) argued that both extrinsic and intrinsic elements have impacts on
consumers' incentives to use technological devices. In particular, intrinsic factors can

11
be related to playfulness, pleasure and the awards achieved when performing particular
action. From Lu and Yu‐Jen Su (2009), enjoyment is regarded as an elementary factor
having positive impacts on online shopping intention because customers can experience
pleasure and entertainment while searching for products and services on mobile internet
with a wide range of online display media, such as product descriptions, pictures,
background music, videos, and games. Based on these conclusions, the following
hypothesis is proposed:
H3: Enjoyment will positively affect online shopping intention on mobile applications.
2.2.4 Anxiety
Definition
According to Compeau, Higgins & Huff (1999), anxiety refers to the negative
emotions, and the feelings of fearfulness and worry. According to Lu and Yu‐Jen Su
(2009), anxiety related to information technology, which is the above feelings, occurred
when people perform behaviors interacting with mobile shopping services. These
negative emotions usually appear because users imagine in their mind or experience in
reality.
Relationship between Anxiety and Online Shopping Intention on Mobile
Applications
Several previous researches have investigated that anxiety negatively affect the
information technology adoption (Compeau et al., 1999; McFarland and Hamilton,
2006). Igbaria and Iivari (1995) have stated that “individuals who experience high
levels of anxiety are likely to behave more rigidly than individuals whose level of
anxiety is relatively low”. In other words, people usually keep away from performing
behaviors invoking the feelings of anxiety (Compeau and Higgins, 1995). Therefore,
the following hypothesis is proposed:
H4: Anxiety will negatively affect online shopping intention on mobile applications.
2.2.5 Price Value
Definition
According Venkatesh et al. (2012), price value is considered as “consumers' cognitive
trade-off between the perceived benefits of the applications and the monetary cost for

12
using them”. Some previous researches in related areas such as wearable technology
(Gao et al., 2015), mobile internet (Wang et al., 2010), mobile health (Dwivedi et al.,
2015) has proved the important impact of this factor on usage intention. In particular,
in the internet shopping market, the influence of price value on customers' purchasing
intention is strong. It is because with the available information from different sources,
to compare the paid cost and the perceived value, customers only need to click and
make a decision without any effort (Kim et al., 2012).
Relationship between Price Value and Online Shopping Intention on Mobile
Applications
In terms of mobile shopping, the financial cost for owning smartphones or tablets and
the fee for connecting the internet service might hinder the shopping intention on
mobile applications. Hence, when the benefits received from shopping on mobile
applications are more significant than the perceived cost paid, consumers tend to have
the intention to use it (Venkatesh et al., 2012). Thus, the following hypothesis is
suggested:
H5: Price value will positively affect online shopping intention on mobile applications.
2.2.6 Trust
Definition
According to Jøsang et al. (2007), the meaning of trust varies depending on each related
concept. Therefore, there are many definitions of trust which develops over time. One
of the famous notion of online trust came from Corritore et al. (2003), which stated that
the degree of confidence in situation that when meeting a risk on internet, the possibility
that person can be attacked or harmed will not occur. Many previous researches pointed
out that consumers, who do not have enough online trust, are those people who are not
willing to purchase products and services online (Pavlou et al., 2007; Park et al., 2012).
Relationship between Trust and Online Shopping Intention on Mobile
Applications
Many previous studies (Faqih, 2011; Abu-Shamaa and Abu-Shanab, 2015) has
conluded that the trust construct conclusively affects the internet shopping behavior.
Moreover, many immense studies were conducted to investigate the relationship

13
between this factor and internet shopping intention because the formation of trust factor
is really important for the develop of online shopping. Some other reserches have drawn
the conclusion that trust straight impacts the shopping intention on mobile applications
for both existing consumers and potential consumers (Lu et al., 2012; Faqih, 2011).
Based on the above discussion, the following hypothesis is proposed:
H6: Trust will positively affect online shopping intention on mobile applications.
2.3 Research Model
In overall, the below figure will summarize all of the above hypotheses by the research
model. The proposed model was adapted from Lu, & Yu‐Jen Su, 2009. Two new factors
including price value and trust added into the original model, building a different
conceptual model for the determinants of online shopping intention on mobile
applications.

14
Figure 8: Research Model

(Adapted from Lu, & Yu‐Jen Su, 2009)

15
H1: Ease-of-access will positively affect online shopping intention on mobile
applications.
H2: Usefulness will positively affect online shopping intention on mobile applications.
H3: Enjoyment will positively affect online shopping intention on mobile applications.
H4: Anxiety will negatively affect online shopping intention on mobile applications.
H5: Price value will positively affect online shopping intention on mobile applications.
H6: Trust will positively affect online shopping intention on mobile applications.

16
 CHAPTER III
METHODOLOGY
This chapter presents the specific information of the research method, research design,
the way to assemble data and analyse collected data. In addition, the criteria for
choosing research sample and the questionnaire items are also provided in this part.
3.1 Research Design
The figure 9 describes the research process of this study including nine main steps.
These steps are orderly explained as the following:
- Identifying the problems and setting the research objectives.
- Reviewing literature from previous researches.
- Proposing the research model.
- Designing sampling frame and setting sample size for survey.
- Designing questionnaire form.
- Conducting pilot test and reviewing questionnaire form.
- Conducting survey and collecting data.
- Analysing collected data.
- Presenting results and suggesting recommendations.

17
 Figure 9: Research Process
The building of research model is inherited from the valuable outcome of previous
studies which is associate with the field of online shopping intention on mobile
applications. The conceptual model proposes the effect of six independent variables on
dependent variable. In which, six independent variables are ease-of-access, usefulness,
enjoyment, anxiety, price value, trust, and dependent variable is online shopping
intention on mobile applications. The results about the influence of these independent
variables on online shopping intention of the previous research was mostly explored in
foreign countries. Therefore, to exactly know whether in Viet Nam these independent
variables have the impacts on online shopping intention or not, we need to conduct
research and examine the Vietnamese consumer behaviors in reality to draw practical
implications and suggest recommendations which correspond to Vietnamese context.
According to Neuman (2006), in relating to direction of theorizing, there are two
directions: deductive direction and inductive direction. About the first type, deductive
direction is an approach tend to establish or endorse the theory. With this method, it
always starts with a general theory about the topic, then narrow down that by specific

18
hypotheses. Unlike deductive approach, the latter method try to build the conceptual
theory by beginning with the detailed evidence or observation.
Based on the other aspect to classify the research method, there are two kind of method
including quantitative method and qualitative method. Quantitative research refers
analysing numerical data collected to perceive the problems, particularly by collecting
the numerical data from survey, analysing data by statistic software with necessary test
including reliability test, factor analysis, pearson correlation and regression analysis,
then comparing the results with criteria to test the valid of proposed hypotheses. In
other words, this approach help to find out the fact of the matter based on the
hypotheses. As stated by Cresswell in 2003, the quantitative approach is used to
recognize and clarify the correlation among variables to bolster the research model and
proposed hypotheses. With regard to the merits of the quantitative approach, this
method is mostly applied in the situations that want to explore the characterictics and
behaviors of a large group of population. Moreover, after analysing data, the results are
always described by specific numbers. Therefore, it is easy for researches, especially
business owners, to predict problems and make business decisions. The other advantage
of quantitative approach compared with other approaches is the ease of collect primary
data by conducting survey. Based on the information provided by Qualitative Research
Consultants Association, the remaining method, which is qualitative research, build the
discrete theory by analysing data gathered from experiential observations, in-depth
interviews, or data implied from documents and stories. The results collected from
qualitative research are usually used to answer for questions how and why, while the
results implied from quantitative research often solves the question of what. To be more
specific, this research intend to examine which determinants affecting the customers'
online shopping intention on mobile applications. To conduct this, the proposed
research model and the questionnaire survey along with the scale item were developed
by the precious implications and outcomes of preceding researches. After collecting
data from survey, data are inputted and analysed by SPSS software before drawing final
conclusion about proposed hypotheses. It is clear that the research studies from the
more comprehensive to the more detailed, and the final results are expressed by the

19
specific numbers. In relating to an academic terms, the research methods being suitable
for this study are deductive approach and quantitative research.
3.2 Sample Size and Sampling Design
As stated by Gorsuch (1983) and Hatcher (1994), because Exploratory Factor Analysis
is used to test validity of the scale, the size of sample should comply with the criterion
is that at the minimum, the number of variables per the number of total items satisfies
the proportion of five to one. The measurement scale totally has 31 items. By this rule,
the compulsory sample size reaches 155 respondents. However, Comfrey and Lee
(1992) argued that to achieve a fair and good sequel after researching, the number of
respondents should be 200 and 300 respectively. Hence, the sample size of this study
is approximately 300 respondents.
As regards the sampling techniques, due to limited time, budget and geographic
approach capability, this research will conduct on the convenience sampling, it also
called as haphazard, accidental, or availability sampling. According to Neuman (2006),
the advantages belonging to this kind of sampling is the high level of ease to attain and
access the respondents. Besides, the financial budget using for availability sampling is
low, even free. Therefore, with the purpose serving for academic project and the limited
conditions, the convenience sampling is the most suitable sampling technique for this
study. Concerning the way to distribute questionnaire to respondents, the questionnaire
will have two forms: paper questionnaire and onine questionnaire. The paper
questionnaire will be directly distributed to targer respondents at specific locations.
Besides, the online questionnaire will be sent to surveyed through their individual email
and social network like Facebook or Zalo.
In relating to sample's characteristics, the first priority to consider is the Vietnamese
consumers having mobile devices (which are smartphones or tablets) and experience in
online shopping applications. To be more precise, the students from high school or
university, and the young white-collar workers living at Ho Chi Minh City will mainly
account for the whole objects. Some specific places to distribute the questionnaire are
the International University - Vietnam National University, the University of
Economics Ho Chi Minh City, others member universities of Vietnam National

20
University, and the office building at 119 Dien Bien Phu street, Da Kao ward, District
1, Ho Chi Minh City.
3.3 Questionaire Design
The questionnaire survey encompasses three parts, which are selective questions, main
questions, and personal information of respondents.
The first part is named selective questions. The purpose of this question is to eliminate
unqualified respondents who never use mobile applications to shop before. Moreover,
it also provides the respondents' basic information about the rate of occurence of
shopping by mobile applications in recent period and specific brands of mobile
applications that respondents used to shop. To be more specific, it comprises three
questions. The first question is that: "Have you ever shopped online on mobile
applications?". In this question, if the answer is yes, respondents will continue to
complete the survey. On the other hand, if the answer is no, respondents will
immediately finish the questionnaire. The second question is that: "In recent six
months, how many times did you use mobile applications to shop?". The last question
of the first part is that: " Which mobile applications do you usually use to shop?". With
regard to this question, respondents can simultaneously choose many different brands
of shopping applications or list names of other brands that they shopped by themselves.
The second part is considered as the core of questionnaire as it includes all main
measurement items that is vital to make the conclusion for this study. Therefore, to
ensure the validity of items' content in the measurement scale, all items to measure the
constructs are adapted from previous studies. However, to make the questionnaire
appropriate for the research topic of online shopping on mobile applications in
Vietnamese context, the measurement items have some modifications. Specifically, the
measurement items are adapted from the sources as the following: Ease-of-access from
Davis (1989); Usefulness from David (1989); Enjoyment from Venkatesh et al.,
(2012); Anxiety from Meuter et al. (2003) and Compeau et al. (1999); Price Value from
Venkatesh et al. (2012) and Lichtenstein et al. (1990); Trust from Loiacono et al.
(2002), Koufaris and Hampton- Sosa (2004), Pavlou (2003), and Gefen et al. (2003);
and Online Shopping Intention on Mobile Applications from Davis (1989), Venkatesh

21
 et al., (2012), and Pavlou (2003). All questions will be evaluated by using five-point
Likert scale (ranging from 1 to 5), which is evaluated as the following: "1 - strongly
disagree", "2 - disagree", "3 - neutral", "4 - agree", "5- strongly agree". The below table
specifically presents the measurement items used in the survey with some modifications
along with its code and source.
Table 1: Measurement Items with some modifications

Construct Item Code Items with modification Reference

& Code
Ease-of- EOA1 - I find it easy to access this mobile Adapted from
access shopping application. Davis (1989).
(EOA) EOA2 - I find it easy to connect and get this
mobile shopping application what I want
it to do.
- Accessing to this mobile shopping
EOA3 application does not require a lot of my
mental effort.
- It is easy for me to become skillful at
EOA4 accessing this mobile shopping
application.
Usefulness USE1 - This mobile shopping application enables Adapted from
(USE) me to accomplish my shopping more Davis (1989).
quickly.
USE2 - This mobile shopping application enables
me to enhance my purchasing
effectiveness.
USE3 - This mobile shopping application
improves my ability to make good
purchase decisions.

22
 USE4 - I find this mobile shopping application
useful for online transactions.
Enjoyment ENJ1 - Using this mobile application to shop is Adapted from
(ENJ) fun. Venkatesh et al.,
ENJ2 - Using this mobile application to shop is (2012).
enjoyable.
ENJ3 - Using this mobile application to shop is
very entertaining.
Anxiety ANX1 - I feel apprehensive about using this Adapted from
(ANX) mobile shopping application for Meuter et al.
purchase. (2003) and
ANX2 - It scares me to think that I could cause my Compeau et al.
mobile devices to destroy a large amount (1999).
of information by hitting the wrong key
when shopping online on this mobile
application.
ANX3 - Using this mobile shopping application is
somewhat intimidating me.
ANX4 - I have avoided using this mobile
shopping application because it is
unfamiliar to me.
Price Value PRI1 - Using this mobile application to shop is Adapted from
(PRI) reasonably priced. Venkatesh et al.
PRI2 - Shopping on this mobile application is a (2012) and
good value for the money. Lichtenstein et al.
PRI3 - At the current price, shopping on this (1990).
mobile application provides a good
value.
PRI4 - When using this mobile shopping
application, I compare the prices of

23
 different brands to be sure I get the best
value for the money.
PRI5 - I always check prices at this mobile
shopping application to be sure I get the
best value for the money I spend.
Trust TRU1 - I feel safe in my transactions with this Adapted from
(TRU) mobile shopping application. Loiacono et al.
TRU2 - I trust this mobile shopping application (2002), Koufaris
to keep my personal information safe. and Hampton-
TRU3 - I trust the administrators of this mobile Sosa (2004),
shopping application will not misuse my Pavlou (2003), and
personal information. Gefen et al.
TRU4 - I believe in the information this mobile (2003).
shopping application provides.
TRU5 - Based on my perception of this mobile
shopping application, I know it is not
opportunistic.
TRU6 - There are negative outcomes on this
mobile shopping application.
Online INT1 - I intend to shop on this mobile shopping Adapted from
Shopping application. Davis (1989),
Intention on INT2 - I will always try to shop on this mobile Venkatesh et al.
Mobile shopping application. (2012), and Pavlou
Applications INT3 - I plan to shop on this mobile shopping (2003).
(INT) application.
INT4 - I will strongly recommend this mobile
shopping application to others.
INT5 - If I have accessed to this mobile
shopping application, I want to use it as
much as possible.

24
The final part, which is personal information, requires the respondents to provide their
demographic information such as: gender, age, occupation, monthly income or
allowance.
3.4 Pilot Study
Before the questionnaire is officially distributed to target respondents, pilot test is
necessary to conducted to assess the capacity of the questionnaire form, identify the
shortcomings associated with survey, and predict the minimum time needed to carry
out the survey (Iarossi, 2006). Pilot test need only a small sample size, about 15 to 25
respondents are enough (Aaker et al., 2006). Hence, the pilot test of this study is
implemented with 20 target respondents. Because of the very small sample size of pilot
test, data collected from this test is not enough to fully analyse data by statistical
software, it still bring an overall view about the questionnaire to check whether the
proposed questions are easy to understand by respondents or not. From that, researcher
could review and correct questionnaire to complete the official form.
3.5 Data Collection Procedure
Two types of data used in this study are primary data and secondary data. Firstly, the
secondary data refers to the data obtained from indirect source. It means that the data
is initially concluded by other previous researches or available source. In this study,
this secondary data is obtained from previous public researches, journals, articles, and
reports, or those useful information relates to the research topic. This type of data is
legally used only when it is cited with its beginning source. The second type of data is
the primary data, which is directly obtained by researcher, specifically from conducting
surveys. This type of data plays a significant role in drawing conclusion and answering
the research questions. Concerning the way to collect enough data from respondents,
the questionnaire had two forms: paper questionnaire and onine questionnaire. The
paper questionnaires were directly distributed to targer respondents at specific locations
as the following: the major respondents were students of International University -
Vietnam National University, some others were from the University of Economics Ho
Chi Minh City, others member universities of Vietnam National University, and the
office building at 119 Dien Bien Phu street, Da Kao ward, District 1, Ho Chi Minh City.

25
As regards the time to deliver questionnaire to students, it is provided in the break time
of the class of Mr. Bui Quang Thong named Business Research Methods on Thursday
afternoon and two others named Business Game on Thursday morning and Saturday
morning. To ensure the quality of collected data about objectivity, reliability, and
validity, Mr. Bui Quang Thong agreed to help me by give bonus point to students doing
the questionnaire. The others were distributed during the midday break at library of the
above universities. With these respondents, to encourage them to objectively complete
the questionnaire, they will receive useful documents about learning English or
designing slide through their individual email. Besides, the online questionnaire will be
sent to surveyed through their individual email and social network like Facebook or
Zalo. The duration distributing questionnaire and collecting enough the required
number of questionnaires lasted about two continuous weeks, which was from Apr 6th
to Apr 20th.
3.6 Data Analysis Method
The data used to analyse and check the proposed hypotheses is the primary data, which
is gathered from survey. To analyse data, this study will apply the software called
Statistical Package for the Social Sciences (SPSS) version 22.0. To have an overall
prospect about collected data, firsly, data will be analysed to present the respondents'
demographic information such as the response rate, the frequency of each component
in each sample characteristic. The second analysis is descriptive statistics of each
construct to show the average respondents' evaluations towards each research aspect of
purchasing goods and services on mobile applications. Thirdly, the reliability test is
conducted to check the internal consistency of a set of items for each variable. This test
is a must to eliminate failed item based on the vital coefficient called Cronbach's Alpha.
After checking the reliability, Exploratory Factor Analysis (EFA) is carried out to test
the validity of scale and seperate the variables into different groups, in which each
group includes intercorrelated factors. The next analysis is Correlation analysis, which
is conducted to check the relationship between each independent variable and
dependent variable based on the value of significant level and Pearson Correlation
index. Finally, Multiple Regression analysis is carried out to test the correctness of

26
proposed hypotheses and evaluate the level of effect of each independent variable on
dependent variable. From that, researcher draw the conclusion for the study and make
suggestion for research field and future study.

27
 CHAPTER IV
DATA ANALYSIS AND FINDINGS
This chapter refers to the process of summarising, analysing collected data from
questionnaires. From the collected results, this part will explains the statistic numbers
to get findings for the research and discussion of the results.
4.1 Response Rate
From April 6𝑡ℎ to Apr 20𝑡ℎ , 361 survey forms were distributed to the subjects. In
particular, there were 156 online surveys and 205 paper questionnaires. However, only
300 question sheets are considered as qualified data because of the following reasons.
Firstly, about 11% of respondents (including 40 question sheets) have not yet used
mobile shopping applications. The other reason is that the remains, which accounts for
6% of total respondents (including 21 question sheets), did not complete all the
questions or answered with a little amount of variance. Hence, the percentage of valid
collected questionnaires is approximately 83%.
Table 2: Valid Response Rate

FREQUENCY PERCENT
INVALID 61 16.90
VALID 300 83.10
TOTAL 361 100.00

4.2 Sample Demographic

With the aim of categorizing the customers' groups based on demography, this part
provides the statistics about the respondents' personal information including gender,
age, occupation, and income. The specific demographic information of respondents is
shown in the below table.

28
Table 3: Personal information of respondents

DETAIL FREQUENCY PERCENT

Male 95 31.7
GENDER
Female 205 68.3
15 - 18 3 1
19 - 25 284 94.7
AGE 26 - 30 7 2.3
31 - 35 3 1
> 35 3 1
Students 254 84.7
Executives
5 1.7
JOB (Engineer, Doctor, Teacher,...)
Office Executives 33 11
Others 8 2.7
<3 million VND 161 53.7
3 - 7 million VND 107 35.7
INCOME
8 - 15 million VND 22 7.3
>15 million VND 10 3.3

4.2.1 Gender
The sample has 95 male respondents and 205 female respondents. In terms of
percentage, the male respondents accounts for 31.7% of total, and the female
respondents accounts for 68.3% of total. The number of female approximately doubles
the number of male. It reflects that in reality, the rate of shopping in female is more
common than that in male.

29
 Gender

32%

Female
68% Male

Figure 10: The percentage of respondents' gender

4.2.2 Age
The pie chart displays the respondents' age groups according to percentage. In which,
the majority is the group of respondents with the age from 19 to 25 years old, which
accounts for 95% of total respondents. The second highest group makes up for 2% of
total respondents, which is the group of 26 - 30 years olds. Three others are the group
of 15 - 18, 31 - 35, and more than 35. In which, each group makes up an equal
proportion, which is 1% of total.

Age Group
2%
1%
1%
1%
19 - 25
26 - 30
31 - 35

95% > 35
15 - 18

Figure 11: The percentage of respondents' age group

30
4.2.3 Job
The following characteristic is the current job of respondents. As being shown in the
diagram, the greatest group is constituted by students accounting for 84% of total
respondents. Besides, the office executives makes up for 11% of total, and the
executives (including engineer, doctor, teachers,...) accounts for only 2% of total. The
last is the other jobs, which accounts for 3% of total.

Job
3%

11% 2% Students

Office Executives

Executives (Engineer, Doctor,

84% Teacher,...)
Others

Figure 12: The percentage of respondents' job

4.2.4 Income
The respondents' income are divided into 4 groups comprising lower than 3 million
VND, from 3 to 7 million VND, from 8 to 15 million VND, and more than 15 million
VND. As can be seen from the chart, more than 50% of respondents has the income
with lower than 3 million VND. The second highest income level is from 3 to 7 million
VND, which makes up for 36%. Two other groups are from 8 to 15 million VND and
more than 15 million VND account for 7%, and 3% respectively.

31
 Income

7%
3%

<3 million VND

36% 54% 3 - 7 million VND
8 - 15 million VND
>15 million VND

Figure 13: The percentage of respondents' income

4.2.5 Frequency of shopping on mobile applications in recent 6 months of
respondents
In recent 6 months, the number of times customers using mobile application to meet
their demand can be classified into 5 main categories as the following: 0, 1 - 3 times, 4
- 6 times, 7 - 9 times, and equal or larger than 10 times. In which, the percentage for
each group approximately is 62% for 1 - 3 times, 21% for 4 - 6 times, 5% for 7 - 9
times, 5% for equal or more than 10 times, and the remains for 0. It can be conluded
that 1 - 3 times is the most common level of frequency that respondents purchase goods
or services in latest 6 months.
Table 4: Frequency of shopping on mobile applications in recent 6 months

DETAIL FREQUENCY PERCENT

0 17 5.7
FREQUENCY 1 - 3 times 187 62.3
OF 4 - 6 times 64 21.3
SHOPPING 7 - 9 times 16 5.3
>=10 times 16 5.3

32
4.2.6 Frequency of mobile application brands shopped by respondents
The below table presents the overall view of mobile application brands that are used
commonly by customers. In this section, each respondent can simultaneously choose
one or multiple brands. Therefore, the total frequency of these brands is different from
300. From the statistics, the most popular brands in Vietnamese market are Tiki, Lazada
with the amount of suggestions for each is around 180/300. Some other applications
mentioned by respondents are Shopee, CGV Cinemas, Hotdeal, Cungmuam Adayroi,
Lotte, Amazon, Zalora, Ebay, Zara, Hasaki, Sendo, Agoda, Yes24, Lotte Cinema,
Sephora, and Taobao, ...
Table 5: Frequency of mobile application brands shopped by respondents

VALID CUMULATIVE
NAME FREQUENCY
PERCENT PERCENT
Tiki 182 31.22 31.22
Lazada 181 31.05 62.26
Shopee 50 8.58 70.84
CGV
39 6.69 77.53
Cinemas
Hotdeal 35 6.00 83.53
Cungmua 31 5.32 88.85
Adayroi 23 3.95 92.80
Lotte 15 2.57 95.37
Amazon 7 1.20 96.57
Zalora 6 1.03 97.60
Ebay 3 0.51 98.11
Zara 2 0.34 98.46
Hasaki 2 0.34 98.80
Sendo 2 0.34 99.14
Agoda 1 0.17 99.31
Yes24 1 0.17 99.49

33
 Lotte Cinema 1 0.17 99.66
Sephora 1 0.17 99.83
Taobao 1 0.17 100.00
TOTAL 583 100.00

4.3 Descriptive Statistics

The objective of descriptive statistics is to summarize the general characteristics of
respondents' evaluations towards each researched aspect of purchasing goods and
services on mobile applications. In this analysis, there are two significant values namely
mean and standard deviation. Particularly, mean shows the central value of each factor
on the scale from 1 to 5, which shows the respondents' point of view to this factor.
While standard deviation measures the distribution of values surrounding the mean.
Specifically, the lower standard deviation, the lower different between the value that
respondents choose and the mean.
4.3.1 Descriptive Statistics of Ease-of-access to mobile shopping applications
In terms of ease-of-access, the value of mean varies from 3.84 to 4.02. It reveals that
the mean of each item is extremely close to each other. From the value of average mean
for all items of this variable, which is 3.94, it proves that respondents tend to agree with
this factor. The highest mean value equals 4.02, it belongs to the item EOA4 stating
that respondents easily become skillful at accessing the mobile application . The lowest
mean of this factor is that respondents do not need to pay a lot of their mental effort to
access the mobile application (EOA3), which values 3.84. The other items, which are
EOA1 and EOA2, has the mean's value equaling 4.00 and 3.89 respectively.

34
 Table 6: Descriptive Statistics of Ease-of-access

Std. Average
N Mean
Deviation Mean
EOA1 (I find it easy to access this mobile
300 4.00 0.881
shopping application).
EOA2 (I find it easy to connect and get this
mobile shopping application what I want it to 300 3.89 0.880
do).
3.94
EOA3 (Accessing to this mobile shopping
application does not require a lot of my 300 3.84 0.975
mental effort).
EOA4 (It is easy for me to become skillful at
300 4.02 0.905
accessing this mobile shopping application).
Valid N (listwise) 300

4.3.2 Descriptive Statistics of Usefulness when using mobile shopping applications

In regard to usefulness, the range of mean values is from 3.56 to 3.94. The distance
between the mean values of all items is very low. In which, the highest mean value
equals 3.94, this item presents that the mobile shopping application enables respondents
to complete the shopping more quickly (USE1). On the other hand, the item having the
lowest mean value is USE4 , which states that the mobile application enhance the
respondents' ability to make good purchase decisions. The mean values of two remains,
which are USE2 and USE3, are 3.69 and 3.92. In conclusion, the avergare mean of this
variable is 3.78, which shows that most of respondents have the agreement with this
factor.

35
 Table 7: Descriptive Statistics of Usefulness

Std. Average
N Mean
Deviation Mean
USE1 (This mobile shopping application
enables me to accomplish my shopping more 300 3.94 0.936
quickly).
USE2 (I find this mobile shopping application
300 3.92 0.898
useful for online transactions).
USE3 (This mobile shopping application 3.78
enables me to enhance my purchasing 300 3.69 0.958
effectiveness).
USE4 (This mobile shopping application
improves my ability to make good purchase 300 3.56 0.998
decisions).
Valid N (listwise) 300

4.3.3 Descriptive Statistics of Enjoyment when using mobile shopping applications

Generally, the variatation's area of mean value for enjoyment is from 3.45 to 3.66. The
average mean value of all items equals 3.6. It means that most of respondents nearly
agree that shopping by mobile applications brings the enjoyment, fun, and
entertainment to buyers. The item having lowest mean value (3.45) is ENJ3, which
presents that using the mobile applications to shop bring the entertainment to
customers. While the ietm having highest mean value (3.70) is ENJ 2 mentioning that
using the mobile applications to shop bring the enjoyment to customers. The last item
is ENJ1 has the mean value, which equals 3.66.

36
 Table 8: Descriptive Statistics of Enjoyment
Std. Average
N Mean
Deviation Mean
ENJ1 (Using this mobile application to shop
300 3.66 0.796
is fun).
ENJ2 (Using this mobile application to shop
300 3.70 0.867 3.60
is enjoyable).
ENJ3 (Using this mobile application to shop
300 3.45 0.926
is very entertaining).
Valid N (listwise) 300
4.3.4 Descriptive Statistics of Anxiety when using mobile shopping applications
Overall, the respondents' level of agreement towards this variable is lower than neutral
degree as its average mean only equals 2.54. Hence, it is obvious that respondents
shows the disagreement with the anxiety when shopping by applications. The range of
mean value fluctuates from 2.24 to 2.92. The lowest mean value is 2.24, which belongs
to ANX4 stating that respondents avoided using mobile applications due to the
unfamiliarity with these shopping applications. The highest mean value is 2.92, which
belongs to ANX1 asserting that it scares respondents to think that they could cause their
mobile devices to destroy a large amount of information by hitting the wrong key when
shopping online on the mobile applications. The remains, which are ANX2 and ANX3,
has the mean value equaling 2.92 and 2.45, respectively.
Table 9: Descriptive Statistics of Anxiety

Std. Average
N Mean
Deviation Mean
ANX1 (I feel apprehensive about using this
300 2.53 0.844
mobile shopping application for purchase).
ANX2 (It scares me to think that I could 2.54
cause my mobile devices to destroy a large 300 2.92 1.030
amount of information by hitting the wrong

37
key when shopping online on this mobile
application).
ANX3 (Using this mobile shopping
300 2.45 0.951
application is somewhat intimidating me).
ANX4 (I have avoided using this mobile
shopping application because it is unfamiliar 300 2.24 0.908
to me).
Valid N (listwise) 300

4.3.5 Descriptive Statistics of Price Value when using mobile shopping

applications
The range of value mean varies from 3.43 to 4.01. It shows that respondents have both
neutral opinions and agreement with all items of this factor. With the mean value is
3.70, it generally reflects that respondents hold an agreement with this variable. The
item PRI5 having the highest mean value (4.01) is agreed by respondents. On the other
hand, the item PRI2 having the lowest mean value (3.43) receives the neutral
evaluations from respondents. Three others' mean values of PRI1, PRI3, PRI4 are 3.57,
3.51, 3.98 respectively.
Table 10: Descriptive Statistics of Price Value

Std. Average
N Mean
Deviation Mean
PRI1 (Using this mobile application to shop is
300 3.57 0.809
reasonably priced).
PRI2 (Shopping on this mobile application is
300 3.43 0.809
a good value for the money)
3.70
PRI3 (At the current price, shopping on this
300 3.51 0.791
mobile application provides a good value).
PRI4 (When using this mobile shopping
3.00 3.98 0.840
application, I compare the prices of different

38
brands to be sure I get the best value for the
money).
PRI5 (I always check prices at this mobile
shopping application to be sure I get the best 300 4.01 0.894
value for the money I spend).
Valid N (listwise) 300

4.3.6 Descriptive Statistics of Trust on mobile shopping applications

Among the measurement items of trust factor, there is one noticeable point is that item
TRU6 is a reverse question. Thus, when inputting data, the scale of this question will
be converted as the following: 1 into 5, 2 into 4, and vice versa. According to the result,
the fluctuation range of mean value is between 3.07 and 3.48. The item TRU6, which
expresses that shopping by mobile applications could cause some negative outcomes,
has the lowest mean value (3.07). While the mean value of item TRU4 is highest (3.48)
asserting that respondents believe in the information mobile applications provides. The
remains' mean values is 3.43, 3.31, 3.25, and 3.30 belonging to item TRU1, TRU2,
TRU3, and TRU5 respectively. The average value mean for all items is 3.31, which
proves that respondents hold a neutral evaluation to this factor.
Table 11: Descriptive Statistics of Trust

Std. Average
N Mean
Deviation Mean
TRU1 (I feel safe in my transactions with this
300 3.43 0.825
mobile shopping application).
TRU2 (I trust this mobile shopping
application to keep my personal information 300 3.31 0.838
3.31
safe).
TRU3 (I trust the administrators of this
mobile shopping application will not misuse 300 3.25 0.869
my personal information).

39
TRU4 (I believe in the information this
300 3.48 0.836
mobile shopping application provides).
TRU5 (Based on my perception of this
mobile shopping application, I know it is not 300 3.30 0.915
opportunistic).
TRU6 (There are negative outcomes on this
300 3.07 0.954
mobile shopping application).
Valid N (listwise) 300

4.3.7 Descriptive Statistics of Online Shopping Intention on Mobile Applications

Generally, the average mean value of intention to shop on mobile applications is 3.61.
It means that respondents tend to agree with this variable. The mean value of each item
fluctuates from 3.36 to 3.82. The highest mean value (3.82) is achieved by item INT1,
which presents that respondents intend to shop on applications. The item INT5 reaches
the lowest mean value (3.36), it explains that respondents have the neutral opinion of
using mobile shopping applications as much as possible. The other items are INT2,
INT3, and INT4 having mean value equalling 3.75, 3.63, and 3.48 respectively.
Table 12: Descriptive Statistics of Online Shopping Intention on Mobile
Applications

Std. Average
N Mean
Deviation Mean
INT1 (I intend to shop on this mobile
300 3.82 0.744
shopping application).
INT2 (I will always try to shop on this mobile
300 3.75 0.789
shopping application).
3.61
INT3 (I plan to shop on this mobile shopping
300 3.63 0.813
application).
INT4 (I will strongly recommend this mobile
300 3.48 0.920
shopping application to others).

40
INT5 (If I have accessed to this mobile
shopping application, I want to use it as much 300 3.36 0.935
as possible).
Valid N (listwise) 300

4.4 Reliability Test

This reliability test is conducted to check the internal consistency of a set of items for
each variable. Before running Exploratory Factor Analysis, this test is a must to
eliminate failed item based on the vital coefficient called Cronbach's Alpha.
Particularly, Cronbach's Alpha is a coefficient measuring the strength of reliability (or
consistency) of all items in each factor. The higher correlation among items of each
construct is, the higher Cronbach's Alpha is. The criteria to check the reliability and
eliminate failed items in this test are as the following :
- Firstly, as stated by Geogre and Mallery (2003), the rules of thumb for
alucidating the value of Cronbach's Alpha is illustrated in the below
table:
Table 13: Rules of thumb for interpretation of the Cronbach's Alpha

Evaluation of
Cronbach's alpha
consistency
𝛼 > 0.9 Excellent
0.9 > 𝛼 ≥ 0.8 Good
0.8 > 𝛼 ≥ 0.7 Acceptable
0.7 > 𝛼 ≥ 0.6 Questionable
0.6 > 𝛼 ≥ 0.5 Poor
0.5 > 𝛼 Unacceptable

- Secondly, the rules also requires that if value of Cronbach's Alpha when
an item deleted is higher than the value of Cronbach's Alpha when item
existed. Simultaneously, the value in the column Corrected Item - Total
Correlation of this item is lower than 0.3, this Item should be eliminated.

41
4.4.1 Reliability Test for Ease-of-access
The first factor to check the reliability test is the ease-of-access. As can be seen from
table 13, the Cronbach's Alpha of this factor is 0.903. According to the rules of thumb,
this value is viewed as excellent number. It means that all items of factor ease-of-access
have a strong correlation with each other. Moreover, with the results from the table of
Item-Total Statistics, we can conclude that 0.903 is the best Cronbach's Alpha in this
test because there is no value of Cronbach's Alpha when an item rejected that is larger
than the initial value. Hence, no items is eliminated from this factor.
Table 14: Reliability Statistics of Ease-of-access

Table 15: Item-Total Statistics of Ease-of-access

4.4.2 Reliability Test for Usefulness

The second variable is the usefulness. The Cronbach's Alpha is 0.842, which presents
a good value based on the rules. In other words, the proposed construct is reliable. In
addition, all values of Cronbach's Alpha if Item deleted are not greater than the overall
Cronbach's Alpha. Therefore, there are not any time deleted from this scale.

42
Table 16: Reliability Statistics of Usefulness

Table 17: Item-Total Statistics of Usefulness

4.4.3 Reliability Test for Enjoyment

The next factor is the enjoyment. This factor has the Cronbach's Alpha equaling 0.840,
which is a good value or the factor is reliable. All items in this scale are maintained as
no Cronbach's Alpha if Item deleted is higher than the current value of Cronbach's
Alpha.
Table 18: Reliability Statistics of Enjoyment

43
Table 19: Item-Total Statistics of Enjoyment

4.4.4 Reliability Test for Anxiety

In respect of anxiety, the Cronbach's Alpha achieves 0.779. It is considered as an
acceptable value. It means that this scale has a good internal consistency. Besides, it
does not need to eliminate any item from the scale to raise the magnitude of Cronbach's
Alpha.
Table 20: Reliability Statistics of Anxiety

Table 21: Item-Total Statistics of Anxiety

44
4.4.5 Reliability Test for Price Value
As regards price value, the Cronbach's Alpha reaches 0.844. It can be concluded that
the scale has a good consistency and all items of this factor has a strong correlation. In
addition, no items need to be deleted because all items meet the qualifications.
Table 22: Reliability Statistics of Price Value

Table 23: Item-Total Statistics of Price Value

4.4.6 Reliability Test for Trust

The last independent variable to check reliability is trust. The factor trust has the
Cronbach's Alpha value equaling 0.802. This number is considered as a good value of
Cronbach's Alpha showing the reliability of the construct. Particularly, six items of this
factor has a close relationship and bolster each other. However, this factor will have a
higher Cronbach's Alpha if item TRU6 deleted. Specifically, if item TRU6 is
eliminated, the Cronbach's Alpha will equal 0.892, which is greater than 0.802.
Moreover, the Corrected Item - Total Correlation of TRU6 is lower than 0.3. Because
of above reasons, TRU6 must be removed from measurement scale of trust factor.

45
Table 24: Reliability Statistics of Trust

Table 25: Item-Total Statistics of Trust

After rejecting item TRU6 from the scale, we get the new result of the Cronbach's Alpha
as the below tables. The new value of Cronbach's Alpha is better than the initial value,
which is 0.892 > 0.802. Furthermore, the values of Corrected Item - Total Correlation
of all items are greater than 0.3.
Table 26: Reliability Statistics of Trust after rejecting item TRU6

46
Table 27: Item-Total Statistics of Trust after rejecting item TRU6

4.4.7 Reliability Test for Shopping Intention on Mobile Applications

In regard to dependent variable, we have shopping intention on mobile applications.
The Cronbach's Alpha of this factor is 0.874, which is viewed as good value. It also
proves the strong reliability and correlation among 5 items of this factor. Besides, all
items are kept the same as beginning, since the Corrected Item - Total Correlation of
all items are greater than 0.3 and there is no any item deleted causing an increase in
value of Cronbach's Alpha.
Table 28: Reliability Statistics of Shopping Intention on Mobile Applications

47
 Table 29: Item-Total Statistics of Shopping Intention on Mobile Applications

4.4.8 Summary of the final Cronbach's Alpha for all factors

Table 30: Summary of the final Cronbach's Alpha

In overall, the fluctuation range of all Cronbach's Alpha is from 0.779 to 0.903, which
are all considered as the acceptable, the good, and the excellent values when checking
the reliability level. Particularly, the factor achieving the highest value of Cronbach's
Alpha is ease-of-access, which is 0.903. While the variable having the lowest value of
Cronbach's Alpha is anxiety, which is 0.779. The Cronbach's Alpha of remained factors
which are usefulness, enjoyment, price value, trust, and shopping intention on mobile

48
applications are 0.842, 0.840, 0.844, 0.892, and 0.874 respectively. In which, one item
of factor trust is rejected due to the increase in value of Cronbach's Alpha when this
item eliminated, which is TRU6.
4.5 Exploratory Factor Analysis (EFA)
After checking the reliability, EFA is carried out to test the validity of scale and seperate
the variables into different groups, in which each group includes intercorrelated factors.
The criteria need to be considered when analysing the results of EFA:
- The first aspect need to be checked is the value of KMO. The rules of
thumb to interpret this value is explained in the following table (Kaiser,
1974):
Table 31: The rules of thumb to interpret the value of KMO

- Secondly, as regards examining the null hypotheses H0, Bartlett's Test

is in charge of this. Based on the results, the null hypotheses will be
rejected if the value of significant level is less than 0.05. It means that
the significant value must be lower than 0.05. (sig. < 0.05)
- The third standard is the eigenvalues must be higher than 1 and Total
Variance Explained must be greater than 50%. Therefore, the number of
eigenvalues which is higher than 1 equals the number of variables which
is valid in the proposed model.
- Finally, the factor loadings must be higher than 0.5. If factor loadings of
any item is less than 0.5, this item must be rejected. Moreover, the
differece between loadings of each factor should be higher than 0.3.

49
4.5.1 EFA for Independent Variables
To run EFA for Independent Variables, Varimax Rotation and Principle Component
Analysis are applied. This study totally has six Independent Variables including ease-
of-access, usefulness, enjoyment, anxiety, price value, and trust. Three following tables
present the results of running EFA for these independent variables.
Table 32: KMO and Bartlett's Test for Independent Variables of first round

50
Table 33: Total Variance Explained for Independent Variable of first round

51
52
Table 34: Rotated Component Matrix for Independent Variables of first round

Based on table 31, the value KMO is really high, which equals 0.912. This value is
considered as an excellent indicator. Besides, the Bartlett's Test is eligible as the
significant value is 0.000 < 0.05. The next table (table 32), as can be seen from the
column Total of Initial Eigenvalues, there are five Eigenvalues higher than 1. It means

53
that there are only five variables kept in the model. In addition, the Total Variance
Explained is 67.375% > 50%, which indicates the EFA is qualified. However, the factor
loadings of item USE3 is not satisfied as it did not present the value of factor loadings
for this item. Moreover, as regards the group items of factor usefulness (USE), instead
of belonging to one different group, USE1 and USE2 belong to group of factor ease-
of-access, and USE 4 belongs to group of factor Enjoyment.Therefore, to keep exactly
five factors, researcher decide to delete the items that belong to other factors, and the
items that having factor loadings do not satisfy the condition. In particular, after 4 times
of running EFA to eliminate unsatisfied items from the test, we collect the results in
these below tables.
Table 35: KMO and Bartlett's Test for Independent Variables of final round

54
Table 36: Total Variance Explained for Independent Variable of final round

55
56
Table 37: Rotated Component Matrix for Independent Variables of final round

After four times of running factor analysis to eliminate USE3, USE4, USE1, USE2
respectively, the final KMO index is a good value, which equals 0.890. The significant

57
value is appropriate, which equals 0.000 < 0.05. Moreover, there are five Eigenvalues
higher than 1. Besides, there is an increase in value of the Total Variance Explained,
which equals 70.105% > 50%. It means that the EFA is significant. Last but not least,
there are five independent variables maintained in the model with all the factor loadings
of each item greater than 0.5. The remained factors are ease-of-access, enjoyment,
anxiety, price value, and trust. The eliminated factor is usefulness.
4.5.2 EFA for Dependent Variables
There is only one Dependent Variable in this study, which is shopping intention on
mobile applications. In this test, Varimax Rotation and Principle Component Analysis
are applied.
Table 38: Component Matrix for Dependent Variable

Table 39: KMO and Bartlett's Test for Dependent Variable

58
Table 40: Total Variance Explained for Dependent Variable

Because there is only one dependent variable, there is only one component analysed
and all factor loadings are greater than 0.5. The KMO value equals 0.824, which is
considered as a good number. Besides, the significant value is 0.000 < 0.05. It means
that EFA is appropriate. Moreover, there is one eigenvalue higher than 1, which
corresponds to one component extracted. Finally, the Total Variance Explain reaches
67.47% > 50%.
4.6 Multiple Linear Regressison Analysis
4.6.1 Correlation Analysis between independent variables and dependent
variables.
Before running Multiple Linear Regression analysis, conducting Correlation analysis
is necessary to evaluate the relationship between each independent variable and
dependent variable based on the value of significant level and Pearson Correlation
index. The correlation among variables is significant when the value of significant level
is less than 0.01 level (2-tailed). Moreover, the value of Pearson Correlation shows the
level of relationship of dependent variable with each independent variable. In
particular, the closer distance between the value of this coefficient and 1 is, the higher
level of correlation of two variables is.

59
Table 41: Correlations

From the result of the Correlations Table, all the significant values between each
independent variable and dependent variable are lower than 0.01, which shows that
each independent variable has correlation with dependent variable. More particularly:
• Ease-of-access and shopping intention have a correlation and linear
relationship with a positive pearson correlation is 0.531.
• Enjoyment and shopping intention have a correlation and linear
relationship with a positive pearson correlation is 0.627.
• Anxiety and shopping intention have a correlation and linear
relationship with a negative pearson correlation is -0.127.
• Price value and shopping intention have a correlation and linear
relationshop with a positive pearson correlation is 0.646.
• Trust and shopping intention have a correlation and linear relationship
with a positive pearson correlation is 0.622.
4.6.2 Regression Analysis
After conducting Correlation analysis, Multiple Regression analysis is carried out.
According to Lawrence Neuman (2014), the results collected from this analysis
presents two major implications:
- Firstly, it helps to explain the prophetic influence of independent
variables on the dependent variable. Specifically, R-squared (R2) shows
the effect level of the set of independent variables on dependent
variable. The higher R-squared is, the fewer errors get when anticipating
the dependent variable based on information of the independent
variables.
- Secondly, the results from Regression analysis help us realize the impact

60
 sign of independent variables on dependent variables and effect level of
each independent variable on dependent variable.
Table 42: Model Summary

Table 43: ANOVA

Table 44: Coefficients

61
 The above table describes the final results of Regression analysis for this study. As can
be seen from the Model Summary, the R-squared is 0.589, which means the remained
independent variables could nearly describe 59% variance of dependent variable. In
terms of ANOVA table, the significant level is 0.000 < 0.05. Hence, it draws a
conclusion that the research model is significant. Regard to table of Coeffients, all
values of Variance inflation factor (VIF) are less than 2. However, there are two values
of significant level greater than 0.05. It means that they must be eliminated, which are
constant and anxiety. Therefore, anxiety do not affect the dependent variable of this
research. The remained factors, which are ease-of-access, enjoyment, price value, and
trust have the influence on Shopping intention on mobile applications because all their
significant level are lower than 0.05. In conclusion, the linear equation can be implied
from this research is as the following:
INT = 0.384 + 0.097 * EOA + 0.225 * ENJ - 0.020 * ANX + 0.309 * PRI + 0.281 * TRU
Where:
INT: Shopping intention on mobile applications
EOA: Ease-of-access
ENJ: Enjoyment
ANX: Anxiety
PRI: Price Value
TRU: Trust
4.7 Revised research model
After conducting all necessary test to check reliability, validity, correlation, and effect
among variables, we could revise the remained factors into the final research model as
the following:

62
Figure 14: Final research model with coefficients

63
 CHAPTER V
CONCLUSIONS AND RECOMMENDATIONS
This final chapter will give an overall summary of the research findings. Moreover, it
also implies some recommendations for further researches and limitations of this study
to avoid in the future.
5.1 Conclusion
The research matter is about "The determinants of online shopping intention on mobile
applications among Vietnamese". Three main objectives of this study are as the
following: firstly, it makes an attempt to identify the factors influencing the online
shopping intention on mobile applications; secondly, based on the collected data, this
study will evaluate the degree of influence of each independent variable on dependent
variable; last but not least, it tries to suggest useful recommendations to system
providers of mobile shopping applications.
The duration to conduct this study is approximately 3 months from Feb 9th to May 22nd.
After register Mr. Bui Quang Thong as my advisor for this thesis course, under his
instruction, the research topic was chosen. After choosing the research matter, all the
necessary steps to conduct the research were orderly carried out as the following:
identifying the problems and setting the research objectives, reviewing literature from
previous researches, proposing the research model, designing sampling frame and
setting sample size for survey, designing questionnaire form, conducting pilot test and
reviewing questionnaire form, conducting survey and collecting data, analysing
collected data, presenting results and suggesting recommendations.
The conceptual model of this study proposed the impact of total 6 independent factors,
which are ease-of-access, usefulness, enjoyment, anxiety, price value, and trust, on
dependent factor, which is online shopping intention on mobile applications. In which,
only anxiety has a negative influence on the shopping intention, while all the remains
have the positive impacts on shopping intention. Because the study apply quantitative
method, the valid confirmation of these hypotheses was tested by five essential

64
analyses, which are descriptive analysis, reliability analysis, exploratory factor
analysis, correlation analysis, and multiple regression analysis. These tests were
conducted by the software called Statistical Package for the Social Sciences (SPSS)
version 22.0.
Among 361 survey forms were distributed, there were 300 valid questionnaires that
could be used. After analyzing collected data, the main results found by this study are
as the following. The usefulness factor is rejected from the exploratory factor analysis.
The anxiety does not affect the online shopping intention on mobile applications
because its significant level is greater than 0.05. The remains, which are ease-of-access,
enjoyment, price value, and trust have the positive influence on online shopping
intention on mobile applications with the total level of impact is 58.9 percent. Among
those research factors having impact on shopping intention in this study, the price value
plays as the most important determinant of online shopping intention on mobile
applications. The second significant factor having influence on dependent variable is
the trust of customers on mobile shopping applications. The third rank belongs to the
effect of enjoyment on shopping intention. And the factor having least influence on
online shopping intention on mobile applications is the ease-of-access. The final linear
equation, which can be implied from this research, is as the following: INT = 0.384 +
0.097 * EOA + 0.225 * ENJ - 0.020 * ANX + 0.309 * PRI + 0.281 * TRU.
In regard to the last aim of this research, which is suggesting practical recommendations
to the system providers of mobile shopping applications, it will be mentioned in the
next part.
5.2 Recommendations
By the collected results, this study suggests some practical implications to the system
providers or online retailers of mobile shopping applications to stimulate the customer
buying intention on mobile applications as the following:
Firstly, according to the outcome, price value is considered as the most significant
determinant of customers' intention to engage in shopping on mobile applications. In
particularly, the retailers should bear in mind that consumers always want to receive as
much value for the money that they spent as possible. It means that the benefits

65
consumers can gain when using a product or service must outweigh the cost paid by
them to attain that product or service. Moreover, the more competitive price of goods
and services is, the more ability to attract customers of this retailer is. When shopping
online, customers are easy to compare the price among different brands and shopping
applications than shopping by traditional channel. Therefore, selling products and
services with competitive price and good quality will be an effective strategy for
retailers providing mobile shopping applications.
Secondly, the study result demonstrated that the consumers' trust on mobile shopping
applications strongly affects their intention to buy. Therefore, building an un shakable
trust about the internet shopping technology in general and mobile shopping
applications in particular toward customers will encourage them to use and accept this
type of shopping sooner or later. To be more specific, providers of mobile shopping
applications should give customers the accurate information about products and
services on their own application. Moreover, the personal information provided by
customer to register member or make payment transactions must be confidentially kept,
and it must not be known by third party. It means that the retailers should not use
customers' information to serve for their individual purposes, which do not serve for
shopping purpose of customers.
Thirdly, enjoyment of customers during the process of making online shopping on
applications is also proved as an important determinant. Because people access
smartphones and tablets any time and any place, it has a strong connection between
users and their mobile devices. Therefore, to encourage them use these mobile devices
not only to work or chat but also to shop, the system providers should stimulate through
customers' intrinsic motivations, particularly their enjoyable experiences received
when use the mobile shopping applications, such as pleasure or relaxation.
Last but not least, the ease-of-access of these mobile shopping applications also makes
them become attractive toward users. It means that the providers should take notice of
the degree of ease-of-access to applications by building a strong network having wide
connection range for these applications. Because mobile applications has not been
familiar toward Vietnamese consumers, to raise the awareness of consumers, it must be

66
always available to access any time and any where. In addition, for each first time of
download application to install on smartphones or tablets, system providers should give
users an online guide book or a short instruction that explain the way to access and use
the shopping application. Thus, customers could easily become skillful. By this way, it
could help users reduce the effort needed to connect these systems and encourage them
continue to use.
5.3 Limitations
As a matter of fact, the study cannot totally free from drawbacks. Therefore, to enhance
the quality for further researches, it is worth to point out the limitation of this study.
The noticeable restriction is the research sample was not typical for all objects. Due to
the limited time and geographic approach capability, the majority of respondents was
students from universities, high school, and a few officers or workers. However, the
percentage of respondents having job is very low. On the other hand, although the study
is carried out among Vietnamese consumers. In reality, researchers only can investigate
the intention of Vietnamese consumers living at Ho Chi Minh City only. From the
above reasons, it can be concluded that the respondents were not diverse,
generalizability will not accurately reflect for whole population.
From the above limitations, the recommendation for future research is that it should be
conducted in many typical regions of Vietnam because people of each location has their
own consumer behavior. Thus, with a research conducted only in one region, it cannot
apply for the whole country. Moreover, the shopping behavior of people at each age
group or each social class is also different. Hence, the future research sample should be
diverse in age range and social classes to have a comprehensive evaluation.

67
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72
 APPENDIX A
SURVEY QUESTIONNAIRE
SURVEY QUESTIONNAIRE IN ENGLISH
EXPLORING THE DETERMINANTS OF ONLINE SHOPPING INTENTION
ON MOBILE APPLICATIONS AMONG VIETNAMESE CONSUMERS
My name is Hoang Thi My Nhung. I am currently a senior student of International
University - Vietnam National University Ho Chi Minh City. This survey is conducted
for my graduation thesis with the research’s topic “Exploring the determinants of online
shopping intention on mobile applications among Vietnamese consumers”.
Collecting data from this survey questionnaire is one of the most important steps to
complete my thesis course. Therefore, I would be grateful if you could spend your
valuable time on filling this survey questionnaire. Your answers will not be right or
wrong, instead, each answer will bring value in creating practical perspective and
enhancing the objectivity for my research.
Besides, all the respondents’ information collected in this survey will be kept
confidential and served for research purpose only. Thank you very much for your
contribution!
PART I: SELECTIVE QUESTIONS
1. Have you ever shopped online on mobile applications? (If you answer “No”, this is the
end of the questionnaire)

⎕ Yes ⎕ No (End of Questionnaire)

2. In recent six months, how many times did you use mobile applications to shop?

⎕ None ⎕ 1 - 3 times
⎕ 4 - 6 times ⎕ 7 - 9 times
⎕ 10 times or more

73
 3. Which mobile applications do you usually use to shop? (You can choose many answers
or list names of some mobile applications that you used to shop at OTHERS).

⎕ Lazada ⎕ Shopee
⎕ Cungmua ⎕ Tiki
⎕ CGV Cinemas ⎕ Lotte
⎕ Hotdeal ⎕ Adayroi
⎕ Others:........................................................

PART II: MAIN QUESTIONS

In this context, a research design was formed to measure the online shopping
intention on mobile applications by some factors which were predicted to have
effect on. Your answers will be based on your individual experience when shopping
on those mobile applications that you chose/wrote at the above question. Please
indicate your level of agreement for each statement by choosing from 1 to 5, which was
coded as follows:
1: Totally Disagree – 2: Disagree – 3: Neutral – 4: Agree – 5: Totally Agree
EASE-OF-ACCESS
1.1 I find it easy to access this mobile shopping application. 1 2 3 4 5
1.2 I find it easy to connect and get this mobile shopping application what I want it 1 2 3 4 5
to do.
1.3 Accessing to this mobile shopping application does not require a lot of my 1 2 3 4 5
mental effort.
1.4 It is easy for me to become skillful at accessing this mobile shopping 1 2 3 4 5
application.
USEFULNESS
2.1 This mobile shopping application enables me to accomplish my shopping more 1 2 3 4 5
quickly.
2.2 I find this mobile shopping application useful for online transactions. 1 2 3 4 5
2.3 This mobile shopping application enables me to enhance my purchasing 1 2 3 4 5
effectiveness.

74
2.4 This mobile shopping application improves my ability to make good purchase 1 2 3 4 5
decisions.
ENJOYMENT
4.1 Using this mobile application to shop is fun. 1 2 3 4 5
4.2 Using this mobile application to shop is enjoyable. 1 2 3 4 5
4.3 Using this mobile application to shop is very entertaining. 1 2 3 4 5

ANXIETY
5.1 I feel apprehensive about using this mobile shopping application for purchase. 1 2 3 4 5
5.2 It scares me to think that I could cause my mobile devices to destroy a large 1 2 3 4 5
amount of information by hitting the wrong key when shopping online on this mobile
application.
5.3 Using this mobile shopping application is somewhat intimidating me. 1 2 3 4 5
5.4 I have avoided using this mobile shopping application because it is unfamiliar 1 2 3 4 5
to me.
PRICE VALUE
6.1 Using this mobile application to shop is reasonably priced. 1 2 3 4 5
6.2 Shopping on this mobile application is a good value for the money. 1 2 3 4 5
6.3 At the current price, shopping on this mobile application provides a good value. 1 2 3 4 5
6.4 When using this mobile shopping application, I compare the prices of different 1 2 3 4 5
brands to be sure I get the best value for the money.
6.5 I always check prices at this mobile shopping application to be sure I get the 1 2 3 4 5
best value for the money I spend.
TRUST
8.1 I feel safe in my transactions with this mobile shopping application. 1 2 3 4 5
8.2 I trust this mobile shopping application to keep my personal information safe. 1 2 3 4 5
8.3 I trust the administrators of this mobile shopping application will not misuse 1 2 3 4 5
my personal information.
8.4 I believe in the information this mobile shopping application provides. 1 2 3 4 5

75
8.5 Based on my perception of this mobile shopping application, I know it is not 1 2 3 4 5
opportunistic.
8.6 There are negative outcomes on this mobile shopping application. 1 2 3 4 5
MOBILE SHOPPING INTENTION
9.1 I intend to shop on this mobile shopping application. 1 2 3 4 5
9.2 I will always try to shop on this mobile shopping application. 1 2 3 4 5
9.3 I plan to shop on this mobile shopping application. 1 2 3 4 5
9.4 I will strongly recommend this mobile shopping application to others. 1 2 3 4 5
9.5 If I have accessed to this mobile shopping application, I want to use it as much 1 2 3 4 5
as possible.

PART III: PERSONAL INFORMATION

1. Your Gender

⎕ Male ⎕ Female
2. Your Age
⎕ 15 – 18 years old ⎕ 19 – 25 years old
⎕ 26 – 30 years old ⎕ 31 – 35 years old
⎕ Over 35 years old
3. Your Occupation

⎕ Student ⎕ Executive (Engineer, Doctor, Teacher, etc.)

⎕ Office Executive ⎕ Retailer/ Housewife
⎕ Others
4. Your Monthly Income/ Allowance (VND)

⎕ Under 3 million ⎕ 3 – less than 7 million

⎕ 7 – less than 15 million ⎕ 15 million or more

Thank you very much for helping me complete this survey questionnaire.
Wish you happiness and success in life.

76
 SURVEY QUESTIONNAIRE IN VIETNAMESE
BẢNG KHẢO SÁT CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN
Ý ĐỊNH MUA SẮM TRỰC TUYẾN TRÊN ỨNG DỤNG DI ĐỘNG
CỦA NGƯỜI TIÊU DÙNG VIỆT NAM

Chào Anh/Chị,
Tôi tên là Hoàng Thị Mỹ Nhung, sinh viên năm cuối của trường Đại học Quốc Tế -
ĐHQG TPHCM. Hiện tôi đang làm khoá luận tốt nghiệp với đề tài nghiên cứu về: "Các
yếu tố ảnh hưởng đến ý định mua sắm trực tuyến trên ứng dụng di động của người tiêu
dùng Việt Nam".
Việc thu thập thông tin từ bảng khảo sát này là một trong những bước quan trọng để tôi
có thể hoàn thành bài nghiên cứu này. Vì vậy, rất mong Anh/Chị dành ít thời gian trả
lời các câu hỏi dưới đây một cách KHÁCH QUAN. Các câu trả lời đều không có tính
đúng hay sai mà có giá trị như nhau trong nghiên cứu, nhằm tạo nên cái nhìn thiết thực
về thực tiễn.
Thông tin thu được từ cuộc khảo sát sẽ được bảo mật hoàn toàn và chỉ phục vụ cho mục
đích nghiên cứu.
Cuối cùng, cho phép tôi xin dành sự cảm ơn chân thành đến những đóng góp nhiệt tình
của Anh/Chị trong việc hỗ trợ trả lời bảng khảo sát này.

77
I. I. CÂU HỎI CHỌN LỌC
1. Anh/Chị đã từng mua sắm trực tuyến trên các ứng dụng di động chưa?
 Rồi  Chưa (Anh/Chị có thể dừng khảo sát tại đây)
2. Trong sáu tháng qua, số lần Anh/Chị sử dụng các ứng dụng di động để
mua sắm là:
 Không lần nào  1 – 3 lần
 4 – 6 lần  7 – 9 lần
 10 lần hoặc nhiều hơn
3. Anh/Chị thường mua sắm trực tuyến bằng ứng dụng di động nào?
(Anh/Chị có thể chọn nhiều đáp án hoặc kể tên các ứng dụng khác mà
Anh/Chị đã từng sử dụng để mua sắm ở mục KHÁC)
 Lazada  Shopee
 Cungmua  Tiki
 CGV Cinemas  Lotte
 Hotdeal  Adayroi
 Khác:...................................................................................
I. II. CÂU HỎI CHÍNH
Dưới đây là các câu hỏi đo lường những yếu tố ảnh hưởng đến ý định mua sắm trực
tuyến trên ứng dụng di động của người tiêu dùng, Anh/Chị sẽ trả lời dựa trên trải nghiệm
của mình về ứng dụng mua sắm đã chọn/ghi ở trên. Xin vui lòng cho biết mức độ đồng
ý của Anh/Chị đối với mỗi nhận định sau bằng việc chọn từ 1 đến 5, trong đó:
1: Hoàn toàn không đồng ý – 2: Không đồng ý – 3: Trung lập – 4: Đồng ý – 5: Hoàn
toàn đồng ý
Khi trải nghiệm mua sắm trực tuyến trên ứng dụng di động, Anh/Chị đồng ý với những miêu tả
sau đây ở mức độ nào?
1 2 3 4 5
Hoàn Không Trung lập Đồng ý Hoàn
1. Sự dễ tiếp cận toàn đồng ý toàn
không đồng ý
đồng ý
Tôi có thể dễ dàng kết nối với ứng dụng mua sắm di động này. 1 2 3 4 5

78
Tôi có thể dễ dàng kết nối và sử dụng ứng dụng mua sắm di
1 2 3 4 5
động này để làm những việc tôi muốn.
Tôi không tốn nhiều cố gắng để kết nối với ứng dụng mua sắm
1 2 3 4 5
di động này.
Tôi có thể dễ dàng kết nối với ứng dụng mua sắm di động này
1 2 3 4 5
một cách thành thạo.
1 2 3 4 5
Hoàn Không Trung Đồng ý Hoàn
2. Sự hữu ích toàn đồng ý lập toàn
không đồng ý
đồng ý
Ứng dụng mua sắm di động này giúp tôi hoàn thành việc mua
1 2 3 4 5
sắm nhanh hơn.
Tôi cảm thấy ứng dụng mua sắm di động này hữu ích cho các
1 2 3 4 5
giao dịch trực tuyến.
Ứng dụng mua sắm di động này giúp tôi nâng cao tính hiệu
1 2 3 4 5
quả trong việc mua sắm.
Ứng dụng mua sắm di động này giúp tôi có những quyết định
1 2 3 4 5
mua sắm tốt hơn.
1 2 3 4 5
Hoàn Không Trung Đồng ý Hoàn
3. Sự thích thú toàn đồng ý lập toàn
không đồng ý
đồng ý
Tôi cảm thấy vui vẻ khi mua sắm trực tuyến trên ứng dụng di
1 2 3 4 5
động này.
Tôi cảm thấy thú vị khi mua sắm trực tuyến trên ứng dụng di
1 2 3 4 5
động này.
Tôi cảm thấy được giải trí khi mua sắm trực tuyến trên ứng
1 2 3 4 5
dụng di động này.
1 2 3 4 5
Hoàn Không Trung Đồng ý Hoàn
4. Sự lo lắng toàn đồng ý lập toàn
không đồng ý
đồng ý
Tôi cảm thấy bối rối khi sử dụng ứng dụng mua sắm di động
1 2 3 4 5
này.

79
Tôi lo ngại về việc có thể làm mất dữ liệu trên thiết bị di động
1 2 3 4 5
khi thao tác sai trong quá trình mua sắm.
Tôi cảm thấy bị đe doạ khi sử dụng ứng dụng mua sắm di
1 2 3 4 5
động này.
Tôi tránh việc mua sắm trực tuyến trên ứng dụng di động vì
1 2 3 4 5
tôi không quen sử dụng nó.
1 2 3 4 5
Hoàn Không Trung Đồng ý Hoàn
5. Tính đáng giá toàn đồng ý lập toàn
không đồng ý
đồng ý
Mua sắm trực tuyến trên ứng dụng di động này thì có giá cả
1 2 3 4 5
hợp lý.
Mua sắm trực tuyến trên ứng dụng di động này đáng với đồng
1 2 3 4 5
tiền tôi bỏ ra.
Với mức giá cả hiện tại, việc mua sắm trực tuyến trên ứng
1 2 3 4 5
dụng di động này rất đáng đồng tiền.
Khi mua sắm trực tuyến trên ứng dụng di động này, tôi so
sánh giá giữa những thương hiệu khác nhau để mua được sản 1 2 3 4 5
phẩm đáng đồng tiền.
Tôi luôn luôn kiểm tra giá cả trên ứng dụng mua sắm di động
1 2 3 4 5
này để chắc là tôi không bị hố.
1 2 3 4 5
Hoàn Không Trung Đồng ý Hoàn
6. Sự tin tưởng toàn đồng ý lập toàn
không đồng ý
đồng ý
Tôi cảm thấy an toàn với các giao dịch trực tuyến trên ứng
1 2 3 4 5
dụng mua sắm di động này.
Tôi tin rằng ứng dụng mua sắm di động này giữ an toàn cho
1 2 3 4 5
các thông tin cá nhân của tôi.
Tôi tin rằng quản trị viên của ứng dụng mua sắm di động này
1 2 3 4 5
sẽ không lạm dụng thông tin cá nhân của tôi.
Tôi tin tưởng vào các thông tin do ứng dụng mua sắm di động
1 2 3 4 5
này cung cấp.

80
Dựa vào nhận thức của tôi, tôi nghĩ rằng ứng dụng mua sắm di
1 2 3 4 5
động này không lợi dụng cơ hội từ người tiêu dùng.
Việc mua sắm trên ứng dụng di động này có thể mang lại
1 2 3 4 5
những kết quả tiêu cực.
1 2 3 4 5
Hoàn Không Trung Đồng ý Hoàn
7. Ý định mua sắm trực tuyến trên ứng dụng di động toàn đồng ý lập toàn
không đồng ý
đồng ý
Tôi có ý định mua sắm trực tuyến trên ứng dụng di động này. 1 2 3 4 5
Tôi luôn cố gắng mua sắm trực tuyến trên ứng dụng di động
1 2 3 4 5
này.
Tôi có kế hoạch mua sắm trực tuyến trên ứng dụng di động
1 2 3 4 5
này.
Tôi nhất định sẽ giới thiệu với người khác về ứng dụng mua
1 2 3 4 5
sắm di động này.
Nếu đã sử dụng ứng dụng mua sắm di động này, tôi muốn
1 2 3 4 5
dùng nó nhiều nhất có thể.

III. THÔNG TIN CÁ NHÂN

1. Giới tính của Anh/Chị:
 Nam  Nữ
2. Độ tuổi của Anh/Chị:
 Từ 15 – 18  Từ 19 – 25
 Từ 26 – 30  Từ 31 – 35
 Trên 35 tuổi
3. Xin vui lòng cho biết nghề nghiệp hiện tại của Anh/Chị:
 Chuyên gia (bác sĩ, kỹ sư, giáo
 Học sinh/Sinh viên
viên,...)
 Nhân viên văn phòng  Nội trợ, buôn bán lẻ.
 Khác
4. Xin vui lòng cho biết mức thu nhập/trợ cấp hàng tháng của Anh/Chị:
 Dưới 3 triệu VND  3 triệu – dưới 7 triệu VND

81
 7 triệu – 15 triệu VND  Trên 15 triệu VND

Rất cảm ơn Anh/Chị đã dành thời gian để hoàn thành bảng khảo sát này.
Chúc anh chị luôn vui vẻ và thành công trong cuộc sống.

82
 APPENDIX B
DATA ANALYSIS
FREQUENCY

Gender
Frequency Percent Valid Percent Cumulative
Percent
female 205 68.3 68.3 68.3
Valid male 95 31.7 31.7 100.0
Total 300 100.0 100.0

Age
Frequency Percent Valid Percent Cumulative
Percent
15 - 18 3 1.0 1.0 1.0
19 - 25 284 94.7 94.7 95.7
26 - 30 7 2.3 2.3 98.0
Valid
31 - 35 3 1.0 1.0 99.0
> 35 3 1.0 1.0 100.0
Total 300 100.0 100.0

Job
Frequency Percent Valid Percent Cumulative
Percent
hoc sinh, sinh vien 254 84.7 84.7 84.7
chuyen gia 5 1.7 1.7 86.3
Valid nhan vien 33 11.0 11.0 97.3
khac 8 2.7 2.7 100.0
Total 300 100.0 100.0

83
 Income
Frequency Percent Valid Percent Cumulative
Percent
<3 tr 161 53.7 53.7 53.7
3 - <7 tr 107 35.7 35.7 89.3
Valid 7 - <15 tr 22 7.3 7.3 96.7
>=15 tr 10 3.3 3.3 100.0
Total 300 100.0 100.0

Frequency of shopping
Frequency Percent Valid Percent Cumulative
Percent
khong 17 5.7 5.7 5.7
1-3 187 62.3 62.3 68.0
4-6 64 21.3 21.3 89.3
Valid
7-9 16 5.3 5.3 94.7
10 hoac hon 16 5.3 5.3 100.0
Total 300 100.0 100.0

DESCRIPTIVES
Ease-of-access

Descriptive Statistics
N Mean Std. Deviation
EOA1 300 4.00 .881
EOA2 300 3.89 .880
EOA3 300 3.84 .975
EOA4 300 4.02 .905
Valid N (listwise) 300

84
Usefulness
Descriptive Statistics
N Mean Std. Deviation
USE1 300 3.94 .936
USE2 300 3.92 .898
USE3 300 3.69 .958
USE4 300 3.56 .998
Valid N (listwise) 300

Enjoyment
Descriptive Statistics
N Mean Std. Deviation
ENJ1 300 3.66 .796
ENJ2 300 3.70 .867
ENJ3 300 3.45 .926
Valid N (listwise) 300

Anxiety
Descriptive Statistics
N Mean Std. Deviation
ANX1 300 2.53 .844
ANX1 300 2.92 1.030
ANX3 300 2.45 .951
ANX4 300 2.24 .908
Valid N (listwise) 300

Price Value
Descriptive Statistics
N Mean Std. Deviation
PRI1 300 3.57 .809
PRI2 300 3.43 .809
PRI3 300 3.51 .791
PRI4 300 3.98 .840
PRI5 300 4.01 .894
Valid N (listwise) 300

85
Trust

Descriptive Statistics
N Mean Std. Deviation
TRU1 300 3.43 .825
TRU2 300 3.31 .838
TRU3 300 3.25 .869
TRU4 300 3.48 .836
TRU5 300 3.30 .915
TRU6 300 3.07 .954
Valid N (listwise) 300

Online shopping intention on mobile applications

Descriptive Statistics
N Mean Std. Deviation
INT1 300 3.82 .744
INT2 300 3.75 .789
INT3 300 3.63 .813
INT4 300 3.48 .920
INT5 300 3.36 .935
Valid N (listwise) 300

RELIABILITY TEST
Ease-of-access

Reliability Statistics
Cronbach's N of Items
Alpha
.903 4

86
 Item-Total Statistics
Scale Mean if Scale Variance if Corrected Item- Cronbach's
Item Deleted Item Deleted Total Correlation Alpha if Item
Deleted
EOA1 11.75 6.009 .813 .865
EOA2 11.86 6.096 .789 .874
EOA3 11.91 5.797 .756 .887
EOA4 11.73 6.010 .781 .876

Usefulness

Reliability Statistics
Cronbach's N of Items
Alpha
.842 4

Item-Total Statistics
Scale Mean if Scale Variance if Corrected Item- Cronbach's
Item Deleted Item Deleted Total Correlation Alpha if Item
Deleted
USE1 11.17 5.821 .677 .799
USE2 11.18 5.963 .680 .798
USE3 11.42 5.515 .739 .771
USE4 11.55 5.807 .613 .829

Enjoyment

Reliability Statistics
Cronbach's N of Items
Alpha
.840 3

87
 Item-Total Statistics
Scale Mean if Scale Variance if Corrected Item- Cronbach's
Item Deleted Item Deleted Total Correlation Alpha if Item
Deleted
ENJ1 7.15 2.643 .701 .783
ENJ2 7.10 2.354 .748 .733
ENJ3 7.36 2.338 .671 .815

Anxiety

Reliability Statistics
Cronbach's N of Items
Alpha
.779 4

Item-Total Statistics
Scale Mean if Scale Variance if Corrected Item- Cronbach's
Item Deleted Item Deleted Total Correlation Alpha if Item
Deleted
ANX1 7.61 5.336 .610 .716
ANX1 7.22 4.955 .526 .761
ANX3 7.68 4.766 .664 .683
ANX4 7.90 5.297 .551 .742

Price Value

Reliability Statistics
Cronbach's N of Items
Alpha
.844 5

88
 Item-Total Statistics
Scale Mean if Scale Variance if Corrected Item- Cronbach's
Item Deleted Item Deleted Total Correlation Alpha if Item
Deleted
PRI1 14.92 7.115 .655 .812
PRI2 15.06 6.963 .697 .800
PRI3 14.99 7.117 .675 .806
PRI4 14.52 7.026 .643 .815
PRI5 14.48 6.993 .592 .830

Trust (first time)

Reliability Statistics
Cronbach's N of Items
Alpha
.802 6

Item-Total Statistics
Scale Mean if Scale Variance if Corrected Item- Cronbach's
Item Deleted Item Deleted Total Correlation Alpha if Item
Deleted
TRU1 16.40 9.512 .716 .737
TRU2 16.52 9.381 .731 .733
TRU3 16.58 9.247 .725 .732
TRU4 16.35 9.721 .655 .750
TRU5 16.53 9.233 .676 .743
TRU6 16.76 12.827 .014 .892

Trust (second time, after eliminating item TRU6)

Reliability Statistics
Cronbach's N of Items
Alpha
.892 5

89
 Item-Total Statistics
Scale Mean if Scale Variance if Corrected Item- Cronbach's
Item Deleted Item Deleted Total Correlation Alpha if Item
Deleted
TRU1 13.33 8.535 .749 .866
TRU2 13.45 8.456 .753 .865
TRU3 13.51 8.237 .769 .861
TRU4 13.28 8.704 .694 .878
TRU5 13.46 8.222 .717 .873

Online shopping intention on mobile applications

Reliability Statistics
Cronbach's N of Items
Alpha
.874 5

Item-Total Statistics
Scale Mean if Scale Variance if Corrected Item- Cronbach's
Item Deleted Item Deleted Total Correlation Alpha if Item
Deleted
INT1 14.23 8.142 .740 .842
INT2 14.30 8.090 .696 .850
INT3 14.42 7.742 .760 .835
INT4 14.57 7.404 .717 .845
INT5 14.69 7.700 .630 .869

90
 EXPLORATORY FACTOR ANALYSIS (EFA)
Independent variables (first time)
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .912
Approx. Chi-Square 4527.687
Bartlett's Test of Sphericity df 300
Sig. .000
Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of Cumulative Total % of Cumulative
Variance % Variance %
1 9.656 38.624 38.624 9.656 38.624 38.624
2 2.617 10.469 49.093 2.617 10.469 49.093
3 1.948 7.793 56.886 1.948 7.793 56.886
4 1.477 5.909 62.795 1.477 5.909 62.795
5 1.145 4.580 67.375 1.145 4.580 67.375
6 .904 3.615 70.991
7 .767 3.067 74.057
8 .639 2.556 76.613
9 .591 2.365 78.978
10 .533 2.133 81.112
11 .508 2.034 83.146
12 .478 1.911 85.057
13 .410 1.641 86.698
14 .399 1.594 88.292
15 .371 1.483 89.775
16 .342 1.368 91.144
17 .308 1.233 92.377
18 .289 1.155 93.532
19 .287 1.147 94.679
20 .272 1.086 95.765
21 .252 1.009 96.774
22 .242 .969 97.743
23 .201 .804 98.547
24 .189 .757 99.304
25 .174 .696 100.000
Extraction Method: Principal Component Analysis.

91
 Rotated Component Matrixa
Component
1 2 3 4 5
EOA1 .841
EOA2 .776
EOA3 .801
EOA4 .817
USE1 .670
USE2 .683
USE3
USE4 .524
ENJ1 .716
ENJ2 .741
ENJ3 .774
ANX1 .798
ANX1 .710
ANX3 .816
ANX4 .756
PRI1 .668
PRI2 .787
PRI3 .745
PRI4 .681
PRI5 .620
TRU1 .726
TRU2 .792
TRU3 .848
TRU4 .706
TRU5 .778
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 6 iterations.

92
 Independent variables (second time, after eliminating USE3)

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .912
Approx. Chi-Square 4234.689
Bartlett's Test of Sphericity df 276
Sig. .000
Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of Cumulative Total % of Cumulative
Variance % Variance %
1 9.154 38.140 38.140 9.154 38.140 38.140
2 2.599 10.831 48.971 2.599 10.831 48.971
3 1.947 8.113 57.083 1.947 8.113 57.083
4 1.477 6.154 63.238 1.477 6.154 63.238
5 1.127 4.696 67.934 1.127 4.696 67.934
6 .876 3.648 71.582
7 .650 2.710 74.293
8 .621 2.589 76.882
9 .586 2.443 79.325
10 .532 2.215 81.540
11 .506 2.107 83.647
12 .476 1.982 85.629
13 .410 1.706 87.336
14 .372 1.552 88.887
15 .357 1.486 90.374
16 .329 1.371 91.745
17 .301 1.253 92.998
18 .289 1.202 94.200
19 .284 1.183 95.383
20 .256 1.065 96.448
21 .252 1.049 97.497
22 .225 .938 98.435
23 .201 .836 99.271
24 .175 .729 100.000
Extraction Method: Principal Component Analysis.

93
 Rotated Component Matrixa
Component
1 2 3 4 5
EOA1 .847
EOA2 .780
EOA3 .806
EOA4 .818
USE1 .677
USE2 .684
USE4
ENJ1 .711
ENJ2 .741
ENJ3 .793
ANX1 .799
ANX1 .706
ANX3 .816
ANX4 .758
PRI1 .678
PRI2 .803
PRI3 .749
PRI4 .672
PRI5 .610
TRU1 .729
TRU2 .793
TRU3 .851
TRU4 .711
TRU5 .780
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 6 iterations.

94
 Independent variables (third time, after eliminating USE4)

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .906
Approx. Chi-Square 4078.372
Bartlett's Test of Sphericity df 253
Sig. .000
Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of Cumulative Total % of Cumulative
Variance % Variance %
1 8.751 38.048 38.048 8.751 38.048 38.048
2 2.597 11.292 49.340 2.597 11.292 49.340
3 1.942 8.442 57.782 1.942 8.442 57.782
4 1.475 6.415 64.197 1.475 6.415 64.197
5 1.110 4.824 69.021 1.110 4.824 69.021
6 .876 3.807 72.828
7 .641 2.789 75.617
8 .587 2.550 78.168
9 .539 2.343 80.510
10 .530 2.306 82.816
11 .478 2.080 84.896
12 .410 1.783 86.679
13 .374 1.626 88.305
14 .360 1.565 89.870
15 .329 1.431 91.301
16 .301 1.311 92.611
17 .293 1.273 93.885
18 .284 1.235 95.120
19 .265 1.150 96.270
20 .254 1.104 97.374
21 .226 .981 98.355
22 .203 .884 99.239
23 .175 .761 100.000
Extraction Method: Principal Component Analysis.

95
 Rotated Component Matrixa
Component
1 2 3 4 5
EOA1 .849
EOA2 .783
EOA3 .808
EOA4 .820
USE1 .684
USE2 .689
ENJ1 .708
ENJ2 .731
ENJ3 .796
ANX1 .801
ANX1 .705
ANX3 .815
ANX4 .759
PRI1 .681
PRI2 .806
PRI3 .752
PRI4 .673
PRI5 .614
TRU1 .731
TRU2 .794
TRU3 .852
TRU4 .713
TRU5 .783
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 6 iterations.

96
 Independent variables (fourth time, after eliminating USE1)

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .899
Approx. Chi-Square 3819.638
Bartlett's Test of Sphericity df 231
Sig. .000
Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of Cumulative Total % of Cumulative
Variance % Variance %
1 8.266 37.573 37.573 8.266 37.573 37.573
2 2.543 11.559 49.132 2.543 11.559 49.132
3 1.896 8.620 57.752 1.896 8.620 57.752
4 1.469 6.679 64.431 1.469 6.679 64.431
5 1.106 5.027 69.458 1.106 5.027 69.458
6 .873 3.969 73.427
7 .641 2.914 76.342
8 .571 2.595 78.937
9 .538 2.443 81.380
10 .483 2.197 83.577
11 .449 2.043 85.619
12 .398 1.810 87.430
13 .364 1.656 89.085
14 .352 1.602 90.687
15 .328 1.492 92.180
16 .300 1.365 93.544
17 .284 1.292 94.836
18 .265 1.203 96.039
19 .260 1.184 97.223
20 .232 1.052 98.275
21 .204 .925 99.200
22 .176 .800 100.000
Extraction Method: Principal Component Analysis.

97
 Rotated Component Matrixa
Component
1 2 3 4 5
EOA1 .848
EOA2 .783
EOA3 .817
EOA4 .818
ENJ1 .711
ENJ2 .740
ENJ3 .804
ANX1 .801
ANX1 .705
ANX3 .815
ANX4 .759
PRI1 .687
PRI2 .810
PRI3 .754
PRI4 .676
PRI5 .616
TRU1 .734
TRU2 .795
TRU3 .853
TRU4 .712
TRU5 .784
USE2 .659
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 6 iterations.

98
 Independent variables (fifth time, after eliminating USE2)

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .890
Approx. Chi-Square 3599.823
Bartlett's Test of Sphericity df 210
Sig. .000
Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of Cumulative Total % of Cumulative
Variance % Variance %
1 7.810 37.193 37.193 7.810 37.193 37.193
2 2.503 11.918 49.111 2.503 11.918 49.111
3 1.840 8.761 57.872 1.840 8.761 57.872
4 1.463 6.967 64.839 1.463 6.967 64.839
5 1.106 5.267 70.105 1.106 5.267 70.105
6 .872 4.153 74.259
7 .622 2.961 77.219
8 .567 2.699 79.918
9 .537 2.555 82.473
10 .481 2.292 84.765
11 .405 1.928 86.693
12 .367 1.748 88.440
13 .353 1.681 90.121
14 .328 1.564 91.685
15 .304 1.450 93.135
16 .287 1.368 94.503
17 .276 1.314 95.818
18 .265 1.260 97.077
19 .232 1.103 98.180
20 .206 .980 99.160
21 .176 .840 100.000
Extraction Method: Principal Component Analysis.

99
 Rotated Component Matrixa
Component
1 2 3 4 5
EOA1 .845
EOA2 .779
EOA3 .818
EOA4 .804
ENJ1 .716
ENJ2 .745
ENJ3 .810
ANX1 .801
ANX1 .705
ANX3 .815
ANX4 .759
PRI1 .695
PRI2 .810
PRI3 .757
PRI4 .685
PRI5 .625
TRU1 .734
TRU2 .797
TRU3 .854
TRU4 .711
TRU5 .784
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 6 iterations.

100
Dependent variables

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .824
Approx. Chi-Square 806.332
Bartlett's Test of Sphericity df 10
Sig. .000

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared
Loadings
Total % of Cumulative Total % of Cumulative
Variance % Variance %
1 3.374 67.470 67.470 3.374 67.470 67.470
2 .704 14.083 81.553
3 .362 7.235 88.789
4 .323 6.470 95.258
5 .237 4.742 100.000
Extraction Method: Principal Component Analysis.

Component Matrixa
Component
1
INT1 .850
INT2 .826
INT3 .859
INT4 .818
INT5 .749
Extraction Method:
Principal Component
Analysis.
a. 1 components
extracted.

101
 MULTIPLE REGRESSION ANALYSIS

Model Summaryb
Model R R Square Adjusted R Std. Error of the
Square Estimate
a
1 .767 .589 .582 .44513
a. Predictors: (Constant), TRU, ANX, EOA, ENJ, PRI
b. Dependent Variable: INT

ANOVAa
Model Sum of Squares df Mean Square F Sig.
Regression 83.357 5 16.671 84.140 .000b
1 Residual 58.253 294 .198
Total 141.610 299
a. Dependent Variable: INT
b. Predictors: (Constant), TRU, ANX, EOA, ENJ, PRI

Coefficientsa
Model Unstandardized Standardized t Sig. Collinearity
Coefficients Coefficients Statistics
B Std. Beta Tolerance VIF
Error
(Constant) .384 .206 1.864 .063
EOA .097 .040 .113 2.392 .017 .629 1.591
ENJ .225 .046 .246 4.938 .000 .563 1.775
1
ANX -.020 .037 -.021 -.548 .584 .936 1.068
PRI .309 .053 .292 5.815 .000 .554 1.806
TRU .281 .045 .293 6.194 .000 .627 1.594
a. Dependent Variable: INT

102