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Understanding Vietnamese Consumer Intention to Use Online Retailer Websites: Application of the Extended Technology Acceptance Model

Understanding Vietnamese Consumer Intention to Use Online Retailer Websites: Application of the Extended Technology Acceptance Model
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Author(s): A. F. M. Jalal Ahamed (University of Skövde, Sweden), Yam Limbu (Feliciano School of Business, Montclair State University, USA), Long Pham (School of Management, University of Louisiana at Monroe, USA & Department of Economics and Management, Thuyloi University, Hanoi, Vietnam) and Ha Van Nguyen (Faculty of Business Administration, Banking Academy, Hanoi, Vietnam)
Copyright: 2021
Pages: 16
Source title: Research Anthology on E-Commerce Adoption, Models, and Applications for Modern Business
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-7998-8957-1.ch050

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Abstract

This study examines the applicability of an extended technology acceptance model (TAM) that incorporates trust, perceived risk, and self-enhancement as antecedents to the TAM constructs. Data collected from 299 Vietnamese online consumers, through a self-administered survey, were entered into a structural equation model using AMOS 23 to establish causality. The results partially confirm the applicability of TAM to the online shopping intentions of Vietnamese consumer, though contrary to expectations, perceived ease of use does not predict behavioral intentions. Trust and self-enchantment fit well with the TAM; the inclusion of perceived risk as an antecedent is questionable. The findings offer new opportunities for explaining TAM theory in light of Schwartz's value dimensions. This article thus concludes with a discussion of the research contributions and implications.

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