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 Key Factors Influencing Customer Acceptance Of Location Based Services (LBS) In Vietnam
Tác giả hoặc Nhóm tác giả: Nguyen Thi Minh Tam
Nơi đăng: International Conference - Marketing in the Connected Age, MICA 2016, 15 October 2016, Danang, Vietnam; Số: 01;Từ->đến trang: 38-48;Năm: 2016
Lĩnh vực: Kinh tế; Loại: Bài báo khoa học; Thể loại: Trong nước
TÓM TẮT
This paper indicated an Unified Theory of Acceptance and Use of Technology (UTAUT) to show key factors which influence the intention to accept and the using behaviours of mobile commerce (M-Commerce) in Vietnam. This study reviews the literature of location-based services (LBS) and the mobile service adoption. Then it explains and proposes UTAUT model for research and analysis these significant factors. A survey was conducted to collect the data from undergraduate university students in three areas of Vietnam using a stratified random sample, and analyzed by using a structural equation modeling (SEM). The research will hope to find a direct effects between behavioural intention and the key factors influencing the customer acceptance LBS in particular and M-commerce services in general in Vietnam. This will help the businesses waste thousands or even millions of dollars investing that will have little influence on whether or not the consumer will actually accept and use LBS. This research not only contributes and deliver a model which ought to support people to understand the LBS in Vietnam but also offers suggestions for future research.
ABSTRACT
This paper indicated an Unified Theory of Acceptance and Use of Technology (UTAUT) to show key factors which influence the intention to accept and the using behaviours of mobile commerce (M-Commerce) in Vietnam. This study reviews the literature of location-based services (LBS) and the mobile service adoption. Then it explains and proposes UTAUT model for research and analysis these significant factors. A survey was conducted to collect the data from undergraduate university students in three areas of Vietnam using a stratified random sample, and analyzed by using a structural equation modeling (SEM). The research will hope to find a direct effects between behavioural intention and the key factors influencing the customer acceptance LBS in particular and M-commerce services in general in Vietnam. This will help the businesses waste thousands or even millions of dollars investing that will have little influence on whether or not the consumer will actually accept and use LBS. This research not only contributes and deliver a model which ought to support people to understand the LBS in Vietnam but also offers suggestions for future research.
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