Extending UTAUT to Explain Internet Shopping Behaviors: Evidence from Vietnam and Taiwan

• Main Authors: THONG MY BINH, 唐美萍
• Other Authors: Carol Troy
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/rgweps

碩士 === 大葉大學 === 國際企業管理學系碩士班 === 104 === This study examines the factors influencing individual acceptance of online shopping technology in Vietnam and Taiwan, two Asian countries at very different levels of internet penetration. To this end, we employ the UTAUT model, which captures the impact of four variables (performance expectancy, effort expectancy, social influence and facilitating conditions) on consumers’ intention to use online shopping sites. The extended UTAUT model incorporates the mediating influence of two additional variables, hedonic value and utilitarian value. Through electronic and manual methods 720 valid responses were collected. Linear regression was used to test the hypotheses. This study makes two main contributions. First, it provides an empirical validation of a recently proposed model that explains the consumers’ acceptance of internet shopping technologies. By examining a sample of users more varied than those surveyed by Venkatesh (2003 & 2012), it provides a unique perspective on e-commerce in the Asian cultural context. The results carry management implications for marketers wishing to target the right online shopping markets. Second, the study raises awareness of the importance of utilitarian and hedonic value as mediating variables.