Luận văn thạc sĩ UEH factors affecting intentions to use mobile content services in ho chi minh city

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

HUYNH TRAC SIEU

FACTORS AFFECTING INTENTIONS TO USE

MOBILE CONTENT SERVICES

IN HO CHI MINH CITY

MASTER OF BUSINESS (Honours)

Ho Chi Minh City – Year 2014

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UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

HUYNH TRAC SIEU

FACTORS AFFECTING INTENTIONS TO USE

MOBILE CONTENT SERVICES

IN HO CHI MINH CITY

ID: 22120137

MASTER OF BUSINESS (Honours)

SUPERVISOR: DINH CONG KHAI, PhD

Ho Chi Minh City – Year 2014

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ACKNOWLEDGEMENT

First and foremost, I respectfully express my gratefulness to my research instructor,

Dr. Đinh Công Khải for his warmly supports, taking the time from the beginning of

the research to shape my research design and during every step of the thesis process.

To my ISB Research Committee (IRC), I would like to thank for your

recommending and putting me back on track of research. Besides, I would be

grateful to Professor Nguyễn Đình Thọ for his encouragement, insightful

recommendations, and value requirements during my process.

My sincere thanks also come to my teachers at International Business School -

University of Economic Ho Chi Minh City who provide a lot of knowledge for me

during my MBA course.

I would also like to thank many different individuals who help me in my developing

research, especially the professional mobile development department in UFS

International Inc. Moreover, I owe thanks to my close friend – Hồ Quang Chi Bảo;

your assistances and contributed comments made my research measurement scales

more accurate and fit.

Furthermore, I would like to specially send my thanks to my classmates, my friends

who are working in banks, schools, industrial zones, software development

companies, and mobile application development companies for their support during

my research.

Dad and Mom, I could not go far on my way without your encouragement. Again, I

give my gratefulness to you, regarding to the many sacrifices you made. I am proud

to be your son.

Finally, to my beloved wife, I deeply appreciate the patience and sacrifices, which

you sent to me. Without your hands to take care our small home, I could never have

made my thesis so far.

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ABSTRACT

The main purpose of this study is to examine the factors that affect customers’

behavioral intention to use mobile content services, which enhance the

understanding of Vietnamese mobile consumers as client of technology services.

The proposed research model base on Technology Acceptance Model (TAM) and

the consideration of Yang and Yoo (2004), whereas both affective and cognitive

attitudes as two parts of attitude construct in TAM.

In this study, perceived convenience and perceived mobility are also introduced as

external factors that reflect the behavioral intention to use mobile content services,

in addition, the mediating role of affective attitude between cognitive attitude and

behavior intention is investigated.

The study analyzed a sample of 505 consumer responses in Ho Chi Minh City, the

results showed that all the cognitive and affective attitudes, perceived mobility,

perceived convenience, perceived usefulness and perceived ease of use - have

impact on the behavioral to use mobile content services via direct-effect, indirect￾effect or both.

The finding of this research most focused on providing a guideline for future

direction of mobile content services, especially most focus on the attitude change

toward using the mobile services.

Keywords: Mobile content services, behavioral intention, cognitive attitude,

affective attitude, perceived mobility, perceived convenience.

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TABLE OF CONTENTS

ACKNOWLEDGEMENT.................................................................................... ii

ABSTRACT ......................................................................................................... iii

LIST OF FIGURES............................................................................................. vi

LIST OF TABLES.............................................................................................. vii

LIST OF ABBREVIATIONS............................................................................ viii

CHAPTER 1. INTRODUCTION ....................................................................... 9

1.1 Research Background................................................................................. 9

1.2 Research Motivation ................................................................................ 11

1.3 Research Objectives................................................................................. 12

1.4 Research Scopes....................................................................................... 12

1.5 Significance of the Research .................................................................... 13

1.6 Research Methodology............................................................................. 13

1.7 Structure of Research ............................................................................... 13

1.8 Summary.................................................................................................. 14

CHAPTER 2. LITERATURE REVIEW AND RESEARCH MODEL..........15

2.1 Mobile Content Services.......................................................................... 15

2.2 Theory of Reasoned Action...................................................................... 17

2.3 Theory of Planned Behavior..................................................................... 18

2.4 Technology Acceptance Model ................................................................ 18

2.4.1. Revised Original TAM with Separate Affective and Cognitive Attitude. 20

2.4.2. Perceived Convenience – An External Variable of TAM ....................... 22

2.5 Perceived Mobility................................................................................... 23

2.6 Research Model and Hypothesis Development......................................... 23

2.6.1. Theoretical Model.................................................................................. 23

2.6.2. The Competitive Model ......................................................................... 27

2.7 Summary.................................................................................................. 28

CHAPTER 3. RESEARCH METHODOLOGY..............................................29

3.1 Research Process...................................................................................... 29

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3.2 Construct Measurement............................................................................ 31

3.3 Measurement Refinement......................................................................... 33

3.3.1. Qualitative Pilot Study ........................................................................... 33

3.3.2. Quantitative Pilot Study ......................................................................... 34

3.4 Main Study .............................................................................................. 38

3.5 Data Analysis........................................................................................... 40

3.5.1. Confirmatory Factor Analysis................................................................ 40

3.5.2. Structural Equation Modeling ................................................................ 40

3.6 Summary.................................................................................................. 41

CHAPTER 4. DATA ANALYSIS AND RESULTS.........................................43

4.1 Sample Specification................................................................................ 43

4.2 Confirmatory Factor Analysis.................................................................. 44

4.3 SEM Approach for Theoretical Model ..................................................... 48

4.4 Optimized the Theoretical Model............................................................. 50

4.5 Competitive Model Test........................................................................... 52

4.6 Applying Bootstrap Procedure ................................................................. 55

4.7 Hypotheses Testing .................................................................................. 57

4.8 Construct Effects...................................................................................... 59

4.9 Models’ Generalized Squared Multiple Correlation.................................. 60

4.10 Summary.................................................................................................. 61

CHAPTER 5. CONCLUSIONS, IMPLICATIONS AND LIMITATIONS....62

5.1 Conclusions.............................................................................................. 62

5.2 Managerial Implications........................................................................... 64

5.3 Limitation and Further Research .............................................................. 65

REFERENCES ..................................................................................................... 68

Appendix A. ......................................................................................................... 77

Appendix B........................................................................................................... 83

Appendix C........................................................................................................... 86

Appendix D. ......................................................................................................... 89

Appendix E........................................................................................................... 90

Appendix F........................................................................................................... 93

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LIST OF FIGURES

Figure 2.1. The Theory of Reasoned Action model………………………………..17

Figure 2.2. Theory of Planned Behavioral............................................................. 18

Figure 2.3. First modified version of TAM ........................................................... 19

Figure 2.4. Final version of TAM ......................................................................... 19

Figure 2.5. TAM with Affective and Cognitive Attitude ....................................... 21

Figure 2.6. Revised TAM with Intention, Affective and Cognitive Attitude.......... 21

Figure 2.7. The proposed theoretical model .......................................................... 24

Figure 2.8. The competitive model........................................................................ 28

Figure 3.1. Research process................................................................................. 30

Figure 4.1. Saturated model of the theoretical model ............................................ 46

Figure 4.2. Standardized SEM results for theoretical model.................................. 49

Figure 4.3. The optimized theoretical model ......................................................... 51

Figure 4.4. The Standardized SEM results of Competitive Model......................... 53

Figure 4.5. The final research model..................................................................... 56

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vii

LIST OF TABLES

Table 2.1 Summary of Supporting Works for Research Proposition ................ 27

Table 3.1 Cronbach’s Alpha ............................................................................ 36

Table 3.2 EFA Results.................................................................................... 38

Table 3.3 Summary of the Data Collection Process......................................... 40

Table 4.1 Respondent Demographic ................................................................ 44

Table 4.2 Correlations between Constructs...................................................... 47

Table 4.3 Measurement Validation.................................................................. 48

Table 4.4 Construct Relations.......................................................................... 48

Table 4.5 Relations of Constructs (Standardized) ............................................ 52

Table 4.6 Competing Measurement Modeling................................................. 54

Table 4.7 Summary of Models ........................................................................ 54

Table 4.8 Competitive Model-Relations of Constructs (Standardized)............. 55

Table 4.9 Bootstrap Results (Final Model) ...................................................... 55

Table 4.10 Hypotheses Test – Results (Standardized)........................................ 57

Table 4.11 The Direct, Indirect and Overall Effects........................................... 59

Table 4.12 The Squared Multiple Correlations (R-squared Values)................... 60

Table A1 Original Measurement Scales .......................................................... 77

Table A2 Measurement Scale (Draft Questionnaire) ....................................... 78

Table A3 Final Measurement Scales (Final Draft Questionnaire).................... 80

Table D1 KMO and Bartlett's Test .................................................................. 89

Table E1 Assessment of Normality................................................................. 90

Table E2 Estimates of Saturated Model (Unstandardized)............................... 91

Table E3 Standardized Regression Weight (Saturated Model) ........................ 92

Table F1 Covariances – MI for Theoretical Model ......................................... 93

Table F2 SEM – Estimates Optimized Model (Unstandardized) ..................... 93

Table F3 SEM – Estimates Optimized Model (Standardized) ......................... 94

Table F4 SEM – Estimates Competitive Model (Unstandardized) .................. 95

Table F5 SEM – Estimates Competition Model(Standardized) ....................... 96

Table F6 Bootstrap – Final Selected Model (Standardized) ............................ 97

Table F7 SEM – Variances of Residuals, Independent Constructs.................. 98

Table F8 Bootstrap – Bootstrap Distributions (Final Model)........................... 99

Table F9 Squared Multiple Correlations....................................................... 101

Table F10 Standardized Residuals for Theoretical Model............................... 102

Table F11 Standardized Residuals for Optimized Model ................................ 103

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LIST OF ABBREVIATIONS

AA Affective Attitude

BI Behavior Intention

CA Cognitive Attitude

CFA Confirmatory Factor Analysis

CFI Comparative Fit Index

CMIN Chi-Squared Value

EFA Exploratory Factor Analysis

IS Information System

KMO Kaiser-Meyer-Olkin Value

MI Modification Indices

ML Maximum Likelihood

MCS Mobile Content Services

P P-Value

PC Perceived Convenience

PEU Perceived Ease Of Use

PM Perceived Mobility

PU Perceived Usefulness

RMSEA Root Mean Square Error Of Approximation

SEM Structural Equation Modeling

TAM Technology Acceptance Model

TLI Tucker & Lewis Index

TPB Theory Of Planned Behavior

TRA Theory Of Reasoned Action

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CHAPTER 1. INTRODUCTION

This chapter introduces the background of mobile content services in general and a

basic description of mobile content services in particular. Subsequently, the

research motivation, research objectives, research scopes and methodology are

mentioned.

1.1 Research Background

This research focuses on main factors affecting the behavioral intention to use

mobile content services (MCS) among Vietnamese consumers. The relevance of the

topic relates to important themes: the theme of continuous information technology

(IT) development and the theme of information technology acceptance and use.

These themes are extremely meaningful to the business sector because business

process under information technology revolution is transforming the way we do

business (Mahabir & Geeta, 2013).

Over the last few years, the developments of IT have pushed strong motivation

forces on mobile technology. Therefore, mobile technology has grown up rapidly

and brought a key impact on human life, as the number of mobile devices has

reached 4.6 billion in the world (CBSnews, 2010). Gartner (2011) has reported that

mobile applications would not only generate $15.9 billion in expected end-user

spending in 2012, but also drive other smartphone segments such as advertising

spending, phone device sales and mobile technology innovation. By offering

context-aware features that provide various function services to a user’s mobile

environment, mobile content services have redefined the user experiences and

shaped a highly competitive marketplace, which enchants the interest of a number

of stakeholders including device vendors, merchants, mobile application developers

and marketing firms.

According to IDC’s Vietnam Quarterly Mobile Phone Tracker, a total 5.8 million

mobile phones have been shipped to Vietnam in the second quarter of 2013. In

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