| 摘要 | 第7-9页 |
| ABSTRACT | 第9-11页 |
| ACKNOWLEDGEMENTS | 第12-17页 |
| List of Tables and Figures | 第17-18页 |
| ABBREVIATIONS | 第18-19页 |
| CHAPTER ONE. INTRODUCTION | 第19-27页 |
| 1.1 Problem Statement | 第19-21页 |
| 1.2 Context of the study | 第21-22页 |
| 1.3 Purpose of the study | 第22-23页 |
| 1.4 Research questions | 第23-25页 |
| 1.5 Research significance | 第25-26页 |
| 1.5.1 Research significance to economics | 第25页 |
| 1.5.2 Research significance to academic | 第25-26页 |
| 1.6 Scope of the study | 第26页 |
| 1.7 Outline of the study | 第26-27页 |
| CHAPTER TWO. LITERATURE REVIEW | 第27-39页 |
| 2.1 The Technology Acceptance Model (TAM) | 第28-31页 |
| 2.2 Social Norms | 第31-33页 |
| 2.3 Consumers’ trust in online shopping | 第33-39页 |
| CHAPTER THREE. RESEARCH METHODOLOGY | 第39-52页 |
| 3.1 Research design | 第39-43页 |
| 3.1.1 Preliminary research | 第39-42页 |
| 3.1.1.1 Qualitative preliminary research | 第39-41页 |
| 3.1.1.2 Quantitative preliminary research (Pilot testing) | 第41-42页 |
| 3.1.2 Official research | 第42-43页 |
| 3.2 Measurement development | 第43页 |
| 3.3 Research Sample | 第43-45页 |
| 3.3.1 Determining the sample size | 第43-44页 |
| 3.3.2 Sample collection | 第44-45页 |
| 3.4 Methods of data analysis using Structural Equation Model (SEM) | 第45-52页 |
| 3.4.1 Application of SEM | 第45页 |
| 3.4.2 Uses and advances of SEM | 第45-46页 |
| 3.4.3 The process of data analysis with SEM | 第46-52页 |
| 3.4.3.1 Confirmatory Factor Analysis (CFA) | 第48-51页 |
| 3.4.3.2 Structural Equation Model (SEM) | 第51-52页 |
| CHAPTER FOUR. CONSUMERS’ INTENTION TO ADOPT ONLINE SHOPPING: A QUALITATIVE APPROACH | 第52-65页 |
| 4.1 Describing focus group interviews with Vietnamese online shoppers | 第52-54页 |
| 4.1.1 Selecting participants joining in focus group interviews | 第52-53页 |
| 4.1.2 Performance process of focus group interviews | 第53-54页 |
| 4.2 Explaining Vietnamese consumers’ intention to adopt online shopping | 第54-59页 |
| 4.2.1 Reasons for adoping online shopping as a shopping medium | 第55-56页 |
| 4.2.2 Perceived Benefits from buying via the Internet | 第56-57页 |
| 4.2.3 Perceived risks from shopping via the Internet | 第57页 |
| 4.2.4 Consumers’ concerns for engaging in online shopping | 第57-59页 |
| 4.3 Findings and Conclusions | 第59-65页 |
| CHAPTER FIVE VIETNAMESE CONSUMERS’ INTENTION TO SHOP ONLINE: THE ROLE OF TRUST | 第65-87页 |
| 5.1 The proposed research model and hypotheses | 第65-69页 |
| 5.1.1 The Proposed Research Model | 第65-67页 |
| 5.1.2 The proposed hypotheses | 第67-69页 |
| 5.1.2.1 Technology beliefs | 第67页 |
| 5.1.2.2 Trusting beliefs | 第67-68页 |
| 5.1.2.3 Subjective norm beliefs | 第68-69页 |
| 5.2 Results | 第69-83页 |
| 5.2.1 A descriptive study of Vietnamese online shoppers | 第69-73页 |
| 5.2.1.1 Demographic characteristics | 第69-70页 |
| 5.2.1.2 A description of Vietnamese online shoppers’ profile | 第70-73页 |
| 5.2.2 Testing reliability of measurement (Cronbach’s alpha) | 第73-75页 |
| 5.2.3 Evaluating the measurement model | 第75-80页 |
| 5.2.4 Evaluating the structural model | 第80-83页 |
| 5.3 Discussions | 第83-85页 |
| 5.4 Findings and conclusions | 第85-87页 |
| CHAPTER SIX. VIETNAMESE CONSUMERS’ INTENTION TO SHOP ONLINE: THE ROLE OF WEBSITE TYPES AND EXPERIENCE LEVEL AS MODERATING FACTORS | 第87-103页 |
| 6.1 The proposed research model and hypotheses | 第87-91页 |
| 6.1.1 The Moderating effect of website types | 第87-89页 |
| 6.1.2 Moderating effects of experience level | 第89-91页 |
| 6.2 Further analysis | 第91-100页 |
| 6.2.1 Moderating effects of Website types | 第91-96页 |
| 6.2.2 Moderating effects of experience level | 第96-100页 |
| 6.3 Findings and Conclusions | 第100-103页 |
| CHAPTER SEVEN. OVERALL CONCLUSIONS AND RECOMMENDATIONS | 第103-109页 |
| 7.1 Overall conclusions | 第103-107页 |
| 7.2 Overall limitations and future research | 第107-109页 |
| REFERENCES | 第109-130页 |
| AUTHOR PUBLICATIONS | 第130-131页 |
| APPENDIX A | 第131-132页 |
| APPENDIX B. QUESTIONNAIRE | 第132-139页 |
| APPENDIX C | 第139-153页 |
