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Factors Influencing the Consumers' Behavior Intention to Use Mobile

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Factors Influencing the Consumers' Behavior Intention to Use Mobile Authors Tran Kim Thuy Pailin Kunnawat Submitted to Institute of Retailing, Sales and Marketing Thesis Supervisors FACTORS INFLUENCING THE Assoz.Univ.-Prof.inDr.in CONSUMERS’ BEHAVIOR Katharina Hofer INTENTION TO USE MOBILE December 2020 PAYMENT: SCOPE IN VIETNAM AND THAILAND. Master’s Thesis to confer the academic degree of Master of Science in the Master’s Program Management JOHANNES KEPLER UNIVERSITÄT LINZ Altenberger Straße 69 4040 Linz, Österreich jku.at SWORN DECLARATION I hereby declare under oath that the submitted Master’s Thesis has been written solely by Pailin Kunnawat and Tran Kim Thuy without any third-party assistance, information other than provided sources or aids have not been used and those used have been fully documented. Sources for literal, paraphrased and cited quotes have been accurately credited. The submitted document here present is identical to the electronically submitted text document. Place, Date Linz, 16.12.20 Signature (Pailin Kunnawat) (Tran Kim Thuy) 2 Table of Contents A. Lists of Table ........................................................................................................................ 6 B. Lists of Figure ..................................................................................................................... 10 C Lists of Abbreviation ........................................................................................................... 11 D Distribution in Pair Thesis ................................................................................................... 13 E Executive Summary ............................................................................................................ 14 1. Introduction ......................................................................................................................... 16 2. Problem Statement ............................................................................................................. 17 3. Objectives ........................................................................................................................... 18 4. Research questions ............................................................................................................ 19 5. Literature review ................................................................................................................. 19 Conceptual foundations ............................................................................................... 20 Mobile payment ................................................................................................ 20 Internet payment method .................................................................................. 20 Electronic payment (E-payment) ....................................................................... 21 Mobile commerce (M-Commerce) .................................................................... 23 Development of mobile payment and its challenges ......................................... 25 Mobile payment in an international scope ......................................................... 27 Mobile payment in an emerging market ............................................................ 28 Mobile payment in Vietnam .............................................................................. 31 Mobile payment in Thailand .............................................................................. 33 Mobile payment systems and its threats ........................................................... 36 Mobile payment as marketing strategy ............................................................. 39 Covid – 19 crises .............................................................................................. 40 Theoretical foundations ............................................................................................... 41 Basics of technology acceptance research ....................................................... 41 Technology Adoption research ......................................................................... 41 Technology Diffusion research ......................................................................... 47 Technology Acceptance research ..................................................................... 49 Development of Technology Acceptance Models ............................................. 53 Innovation Diffusion Theory (IDT) ...................................................... 55 Theory of Reasoned Action (TRA) ..................................................... 57 Theory of Planned Behavior (TPB)..................................................... 58 Decomposed Theory of Planned Behavior (DTPB) ............................ 59 Technology Acceptance Model (TAM) ............................................... 60 3 Combined TAM and TPB (C-TAM-TPB) ............................................. 62 Technology Acceptance Model 2 (TAM2) ........................................... 63 Technology Acceptance Model 3 (TAM3) ........................................... 65 Unified Theory of Acceptance and Use of Technology (UTAUT) ........ 67 Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) ... 69 Discussion ........................................................................................................ 70 Research gaps in mobile payment research ................................................................ 72 Research gaps in general scope ...................................................................... 72 Findings & Research gaps: Vietnam ................................................................. 75 Findings & Research Gaps: Thailand ............................................................... 77 Summarization table of research gaps between Vietnam and Thailand ............ 80 5.4. Research Model .......................................................................................................... 85 Hypotheses ...................................................................................................... 85 Variable definitions ........................................................................................... 86 Behavioral intention ........................................................................... 86 Attitude .............................................................................................. 86 Perceived usefulness ......................................................................... 87 Perceived ease of use ........................................................................ 88 Subjective norm ................................................................................. 89 Perceived cost ................................................................................... 90 Perceived risk .................................................................................... 91 Covid-19 ............................................................................................ 91 6. Research Methodology ....................................................................................................... 92 Research process ....................................................................................................... 93 Measurement scale ..................................................................................................... 93 Research sample ........................................................................................................ 96 Target population.............................................................................................. 96 Target sample .................................................................................................. 96 Regions.............................................................................................. 96 Gender and Age group ....................................................................... 97 Sample size ....................................................................................... 98 Sampling technique ........................................................................... 99 7. Empirical findings .............................................................................................................. 102 Samples and demographic data ................................................................................ 102 Handling of missing values ........................................................................................ 111 4 Descriptive Analysis .................................................................................................. 112 Combination of two countries dataset ............................................................. 113 Vietnam .......................................................................................................... 113 Thailand ......................................................................................................... 114 Reliability Test ........................................................................................................... 116 Cronbach’s Alpha Test ................................................................................... 116 Combination of two countries dataset .............................................. 116 Vietnam............................................................................................ 121 Thailand ........................................................................................... 125 Exploratory Factor Analysis (EFA) .................................................................
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