| Author | Pham Hong Khanh |
| Note | A project submitted in partial fulfillment of the requirements for the
degree of Master of Business Administration (Executive) in
International Business – Management of Technology (VN), School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | Internet opened a new way of doing business. It is estimated that in 2018, the revenue is
generated from business through internet in Vietnam may reach 100 thounsand billion
VND, in which the two key fields are online advertisement and E-commerce (Vietnamnet,
2013). Therefore, the shopping online will be a trend of the busy life of office workers in a
big city as Ho Chi Minh.
This study is aimed to define the determinant factors to online purchase intention of the
most busy citizens.
From reviewing of previous researches, the author proposes a model of online purchase
intention with 4 independent factors such as Customer Trust, Subjective Norms, Perceived
Usefulness and Perceived Enjoyment to predict the Online Purchase Intention as dependent
factor. A total of 363 questionnaires as a sample size of office workers in Ho Chi Minh
City are collected and SPSS is applied for data analysis.
Findings – The research result shows that Subjective Norms is not a significant impact to
Online Purchase Intention; the strongest factor exploration is Customer Trust, followed by
the Perceived Usefulness and Perceived Enjoyment |
| Year | 2014 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Badir, Yuosre; |
| Examination Committee(s) | Winai Wongsurawat;Tritos Laosirihongthong; |
| Scholarship Donor(s) | Vietsopetro J.V; |