Understanding Vietnamese Consumer Intention to Use Online Retailer Websites

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.

Behavioral Intention to Use Online for Shopping in Bangladesh: A Technology Acceptance Model Analysis

“…In contrast, the hypothesis regarding perceived risks was found insignificant (=0.075, t-value = 1.548, p . .061) in the Bangladeshi context, despite having a significant impact on internet buyers in other countries, as indicated by our literature reviews (see Ahamed et al, 2020;Chiu et al, 2014;Jarvenpaa et al, 2000;Tong, 2010). Identical evidence was also revealed in Bangladesh.…”

“…The TAM is a concrete, simple, dominant, robust paradigm to explain human action, especially digital marketing. However, despite its admissible significance, the TAM’s universality is questioned by academics, especially in societies with low uncertainty avoidance, high power distance, and a high level of collectivism, like Bangladesh (Ahamed et al, 2020; McCoy et al, 2007). Venkatesh (2000) also finds the TAM’s parsimony as one of the significant flaws in this study.…”

“…Consequently, the theoretical structure was constructed using current research on e-commerce technology acceptance (Klopping & McKinney, 2004). Millions of visitors across several websites are curious about digital marketing because it creates new communication opportunities with customers and other valued stakeholders such as employers and suppliers (Ahamed et al, 2020; Akhlaq & Ahmed, 2016; Y. Chen & Barnes, 2007; Hassan et al, 1970).…”

E-government service quality, perceived value, satisfaction, and loyalty: evidence from a newly emerging country

“…It should be noted that in transactions and interactions related to economic and social spheres, trust plays a very important role (Ahamed et al. 2020). In other words, successful transactions require trust.…”