Dissertation

Studying factors affecting the intention of shopping

electronics online

Table of Content
Table of Content .................................................................................................................................. 1
List of Figures 4
List of Tables 5
ABSTRACT 7
Chapter 1. Introduction .................................................................................................................. 9
1.1 Rationales for Chosen Topic ........................................................................................ 9
1.2 Research Background ................................................................................................ 10
1.3 Research Aim and Objectives .................................................................................... 11
1.4 Research Significant .................................................................................................. 12
1.5 Research Approach .................................................................................................... 13
1.6 Research Structure ..................................................................................................... 13
Chapter 2. Literature Review....................................................................................................... 15
2.1 OVERVIEW OF E-COMMERCE ............................................................................ 15
2.1.1 Definition of E-commerce: .......................................................................................... 15
2.1.2 The components of E-commerce: ................................................................................ 16
1
 2.1.3 Types of E-commerce: ................................................................................................. 18
2.1.4 Business types of E-commerce: ................................................................................... 19
2.1.5 Payment in E-commerce .............................................................................................. 20
2.1.6 The role of E-commerce .............................................................................................. 22
2.1.7 Summary ...................................................................................................................... 27
2.2 OVERVIEW OF ONLINE SHOPPING .................................................................... 28
2.2.1 Definition of online shopping service .......................................................................... 28
2.2.2 Payment term and delivery .......................................................................................... 28
2.2.3 MODELS OF RELATED THEORY........................................................................... 29
2.3 CONSTRUCTION OF THEORY AND ASSUMPTION MODEL .......................... 35
2.3.1 Theoretical modeling ................................................................................................... 35
2.3.2 Hypothesis Development ............................................................................................. 37
2.4 Summary .................................................................................................................... 40
Chapter 3. Research Methodology .............................................................................................. 41
3.1 RESEARCH DESIGN ............................................................................................... 41
3.2 PRELIMINARY SCALE MEASUREMENT CONSTRUCTION ........................... 41
3.3 QUALITATIVE RESEARCH ................................................................................... 46
3.3.1 Implementation of qualitative research ........................................................................ 46
3.3.2 Results of the calibration scale in qualitative study ..................................................... 47
3.4 QUALITATIVE RESEARCH ................................................................................... 53
3.4.1 Pattern design ............................................................................................................... 54
3.4.2 Data collection ............................................................................................................. 54
3.4.3 Database analysis ......................................................................................................... 55
3.4.4 Multivariate regression analysis .................................................................................. 58
3.5 SUMMARY OF ......................................................................................................... 60
Chapter 4. Results and Discussion .............................................................................................. 61
4.1 CHARACTERISTICS OF TESTING SAMPLES .................................................... 61
4.1.1 Identification of the services using online shopping for electronic products .............. 61
4.1.2 Information of the studied subject ............................................................................... 64
4.2 TESTING THE RELIABILITY OF THE SCALES ................................................. 65
4.2.1 Assessing criteria ......................................................................................................... 65
4.2.2 The analysis result of Crombach Alpha ....................................................................... 66
4.3 ANALYSIS OF DISCOVERY FACTOR EFA ........................................................ 68
4.3.1 Evaluation criteria ........................................................................................................ 68
 4.3.2 Evaluation result .......................................................................................................... 68
4.4 STUDY MODEL AFTER ASSESSMENT OF THE SCALES ................................ 71
4.5 VERIFICATION OF RESEARCH MODLE AND HYPOTHESISES .................... 72
4.5.1 Correlation analysis ..................................................................................................... 72
4.5.2 Regression Analysis ..................................................................................................... 74
4.5.3 Testing of the hypothesises .......................................................................................... 77
4.6 DISCUSSION ............................................................................................................ 80
4.6.1 Price expectation, Perceived convenience: .................................................................. 80
4.6.2 Perceived ease of use ................................................................................................... 81
4.6.3 Social influence .......................................................................................................... 82
4.6.4 Perceived enjoyment .................................................................................................. 82
4.6.5 Percieved risk ............................................................................................................... 82
4.7 SUMMARY ............................................................................................................... 83
Chapter 5. Conclusions and Recommendations .......................................................................... 85
5.1 SUMMARIES OF MAIN RESULTS ........................................................................ 85
5.2 IMPLICATIONS ....................................................................................................... 87
5.2.1 Price expectations ........................................................................................................ 87
5.2.2 Perceived convenience ................................................................................................. 89
5.2.3 Perceived enjoyment .................................................................................................... 91
5.2.4 Perceived risk when using ........................................................................................... 91
5.3 LIMITATIONS AND FURTHER RESEARCH ....................................................... 92
Chapter 6. Reflection ................................................................................................................... 94
Reference 96
APPENDIX A 102
APPENDIX I: OUTLINE OF DUAL DISCUSSION ............................................................. 102
APPENDIX II: THE SURVEY QUESTIONNAIRE.............................................................. 108

3
 List of Figures

Figure 2-1 Model B2C payments .................................................................................... 20

Figure 2-2 Theory of rational action TRA ...................................................................... 28

Figure 2-3 Theory of Perceived Risk PRT...................................................................... 29

Figure 2-4 Technology Acceptance Model TAM ........................................................... 29

Figure 2-5 E-commerce Adoption Model E-CAM ......................................................... 30

Figure 2-6 Unified Technology Acceptance and Use Technology model UTAUT ....... 31

Figure 3-1 Research process diagram ............................................................................. 39

Figure 3-2 Research process diagram ............................................................................. 40

 List of Tables

Table 3-1 Statements about expected price scale ............................................................ 47

Table 3-2 Table to measure perceived convenience ....................................................... 48

Table 3-3 Table of the scale of perceived ease of use..................................................... 49

Table 3-4 Table regarding the scale of social influence ................................................. 50

Table 3-5 Table of scale for measurement of perceived enjoyment ............................... 50

Table 3-6 Table for the scale speech of perceived risk ................................................... 51

Table 3-7 Table of speech for the measurement of behavior intention........................... 52

Table 4-1 Forms of data collection ................................................................................. 60

Table 4-2 Recognition rate of online sales popular sites ................................................ 61

Table 4-3 Average time of a visit to online shopping for electronic products ................ 61

Table 4-4 Frequency of access to online selling websites .............................................. 62

Table 4-5 Statistics of the experience of using the Internet ............................................ 62

Table 4-6 Statistics of respondents by gender................................................................. 63

Table 4-7 Statistics of respondents by age group............................................................ 64

Table 4-8 The analysis result of Cronbach’s Alpha ........................................................ 65

Table 4-9 Listing of load factor at the second analysis EFA .......................................... 68

Table 4-10 Summary table of the theory in the resesarch model .................................... 69

Table 4-11 Result of Pearson correlation analysis .......................................................... 70

Table 4-12 Analysis table of coefficients of independent factors in multivariate

regression ............................................................................................................................. 73

5
Table 4-13 Summary of the testing results of the hypothesis ......................................... 78
 ABSTRACT

There are two basic objectives in this research: (1) to identify factors that influence the
intention of using online electronics shopping, (2) propose suggestions, recommendations
for service suppliers in designing function, services in order to meet consumer’s
requirements. The research is conducted through two stages which are qualitative research
and quantitative research. In qualitative research, six factors are determined to have impact
on the intention of using online electronics shopping, including: (1) perceived price, (2)
perceived convenience, (3) perceived easy of use, (4) perceived enjoyment, (5) social
influence, (6) perceived risk of products/services use. In the model the impact on the
intention of 3 demographic variables is also examined, which are gender, income, and age.
The quantitative research is conducted through the questionnaire. Multiple regression
analysis is used in the research through SPSS 16.0 with the sample quantity of 467.

As can be seen from results of multiple regression analysis, the research model is
consistent with survey data, hypotheses are all accepted. Hypotheses about factors:
perceived price, perceived convenience, perceived easy of use, social influence, and
perceived enjoyment have positive effect on the intention of use, which is all accepted.
Hypothesis of perceived risk of product use, which has the negative impact on the use
intention of online consumers, is also accepted. Research results help service providers
have better understanding about factors that influence the use intention of online
consumers. This can be the orientation of design and development of function, services
meeting consumer’s requirements. Besides, contributions have been made as scientific
literature in the sector of online shopping by building the theoretical model explains factors
affecting use intention of consumers in shopping for electronic items. It is helpful in giving
a better understanding of Vietnam market for researchers.

7
 Chapter 1. Introduction

In chapter 1, the necessity of the research is presented, which states the objectives that
the research aims at, the research scope, and also the limitations and the structure of the
research.

1.1 Rationales for Chosen Topic

Internet nowadays is not only the communication network but also a global means of
transaction for consumers. With the rapid growth over the recent years, internet has
become the popular means for communication, service and trade (Andriole, 2010). Internet
has changed the traditional way of shopping. Consumers are no longer bound to time and
place; they can shop products and services anywhere at anytime (Ratchford et al., 2007).
Taking the advantage along with the rapid development of the internet in Vietnam,
domestic consumers have become familiar with online shopping.

In Vietnam, by the end of 2012, there have been 68% of websites allow orders and
10.5% has the online payment function (Ho and Chen, 2013). Goods introduced on the
website are relatively diverse and rich, in which there has been a significant increase in the
percentage of websites introducing electronic products compared to previous years, from
32.6% in 2010 to 47.5% in 2011. This reflects the fact that for electronic items, consumers
have become familiar with the selection of items and shops online, thus not having a
website would be a large disadvantage for firms doing business with this kind of item (Mai
and Tuan, 2012). In addition, in recent years, the ratio of internet users has also increased
rapidly. These statistics above indicate that the growth of online shopping sites, especially
websites for electronic items has not been developed similarly with the development of
internet in Vietnam. Consequently, a study on shopping for electronic items online is an
essential need in supporting firms to meet consumer’s demands.

Although there have been many theories, research models in the world now to explain
factors affecting behaviour and acceptance of internet users shopping online, based on the
data, until now, there has not been a study finding the answers for matters related to the
major factors affecting the intention of using service to shop electronic items online.
Besides, the application of a theoretical model in the world to Vietnam can be not
appropriate due to the specific conditions of economics, culture and society (Pham et al.,
2013). Therefore, it is necessary to study modern research model in the world, based on the
domestic studies recently in order to build a consistent model for Vietnam’s conditions.
The topic “Studying factors affecting the intention of shopping electronics online” is
conducted to solve the issue.

1.2 Research Background

Since E-commerce came into being, it has quickly drawn public attention as well as the
business community and researchers (Hong and Zhu, 2006; Scupola, 2009; Grandón et al.,
2011; Campbell et al., 2013). Recent years, electronic trading is still a potential sector for
the expansion and development of the economy. E-commerce is the huge resource which
is impossible to be used up when it is exploited as natural resources; moreover, in the era
of extremely fast information technology and telecommunications development, it is
getting increasingly richer and more diverse.

In Vietnam, e-commerce has started to emerge in recent years. However, the growth is
still modest. The matter here is why the availability and application of e-commerce in
Vietnamese firms are slow in the era of explosive information technology today (Pham et
al., 2011; Van Huy et al., 2012). The actual state of application of information technology
and e-commerce of small and medium enterprises in Vietnam: is very vague in
understanding e-commerce. In a survey on 375 enterprises conducted by Department of
Commerce, Ho Chi Minh City University, there are 74% of enterprises using email, 88%
of enterprises using internet to seek for information. However, as said by enterprises, they
have had difficulties in applying e-commerce in operation due to lack of understanding
about product information presentation, content edit, website operation and system
management such as server, bandwidth etc., the results from survey on e-commerce of
over 2,000 enterprises in 5 large cities by VCCI in 2005 are very limited: 7.3% says “do
not know about e-commerce”, although the ratio of internet connection is high (90%), ratio
of having a website is low (71.1%), the majorities use internet to send and receive email,
not to assist business. These figures above are really modest results and reflect the actual
state of application of information technology and e-commerce by small and medium
enterprises.

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1.3 Research Aim and Objectives

The objectives of this dissertation are as follows:

 To review the suitability and application of e-business in Vietnam and in online

shopping of electronic products in Vietnam
 To identify factors influence the intention of using online shopping of electronic
products in Vietnam’s customers.
 To propose recommendations, suggestions for Mainetti Vietnam in design
function and services shopping online for electronic products to build effective
e-business strategy.

1.4 Research Significant

Contributions have been positively made theoretically and practically in the sector of
online shopping in Vietnam.

Contribution to theory:

E-commerce in general and online shopping in particular are still new sectors in
Vietnam, thus it is necessary to have studies theoretically to orient the practical activities.
This study has contributed one more scientific literature in the field of online shopping
through the building of a theoretical model to explain factors affecting the intention of
consumers in shopping online for electronics goods in Vietnam.

Contribution to the practice

 By determining factors that influence the intention of using online shopping for
electronics items, electronics suppliers have been provided with a more specific
perspective of consumers in using online shopping. Service suppliers can also
take recommendations of the research as references to strengthen their
competitiveness in satisfying consumer’s needs.
 A new research direction is provided to service suppliers in implementing
similar researches for other goods such as book, movie… Thus, online shopping
service in the conditions of Vietnam particularly and in developing countries
generally can be more complete.
1.5 Research Approach

The study is conducted in two following steps:

 Step 1: preliminary research is conducted through qualitative research study

based on general theoretical matters. Global e-commerce, models drawn from
previous studies aare combined with group discussion method to establish a
questionnaire to be used for the next formal research.
 Step 2: formal research is conducted by quantitative method aiming at assessing
people who have done transaction or have the intention of doing e-commerce
under B2C form about factors that influence the trend of changes in attitude
towards using e-commerce in Vietnam

The following methodologies are used in the thesis:

 Data and statistics are aggregated by statistical method, analysis, comparison

and logical reasoning in order to determine suitable results for Vietnam’s use.
 Expert method is for reference about factors affecting and the impact extent of
factors on the trend of changes in attitude of using e-commerce in Vietnam.
 Individual interview (survey with the designed questionnaire) and statistics are
processed with SPSS (Statistical Package for Social Sciences).

1.6 Research Structure

The thesis consists of 5 chapters:

 Chapter 1: INTRODUCTION: in this chapter, the necessity of the subject is

presented, introducing objectives, scope, also the limitations and the structure of
the research.
 Chapter 2: THEORETICAL BACKGROUND AND RESEARCH MODEL:
theoretical background, models and previous studies are introduced. A research
model can be built studying factors affecting the intention of using online
shopping for electronics items.
 Chapter 3: RESEARCH METHODOLOGY: the research methodology is
presented and scale is built and concepts in the model are also tested to see the
suitability and hypotheses are tested.

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  Chapter 4: RESEARCH RESULTS: in this chapter, research results are shown
including description of data collected, scale assessment and test, testing the
suitability of the research model, testing hypotheses of research model.
 Chapter 5: CONCLUSIONS AND RECOMMENDATIONS: main results of the
research are summed up, thus suggesting management recommendations in the
sector of online shopping for electronics items. Additionally, in the thesis,
contributions, limitations and direction for the future research are also
highlighted.

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17
 APPENDIX A

APPENDIX I: OUTLINE OF DUAL DISCUSSION

Introduction

Dear Sir/Madam,

As an MBA graduate student, currently, I am implementing the disseration on the

factors which influence behavior intention to online purchasing service online shopping for
electronic products. Your kind spending some of your valuable time to answer the below
questions are highly appreciated. Your opinions will be very precious to the study.

Thank you very much for your kind taking time and effort!

Information filtering

The below information is employed to define whether the discussed subjective matches
the objective of the preliminary research or not. When the discussed subjects have an
observation at the stop decision, this object will not be used for the performance of the
preliminary study any more. Below are the questions for filtering of information:

(1) Have you got a job yet?

No, not yet □

Yes, already □
(2) How many years have you been working?

Less than 3 years of experience □

From 3 years of experience above □
(3) Have you ever used the Internet?

No □
Yes □
(4) Have you ever heard about and known of online shopping for electronic products
service?

No □
Yes □
(6) Do you happen to know any websites which provide the service online shopping for
electronic products?
No □
Yes (if yes, please help to define) □
(7) Please kindly help to let us know which of the below age groups that you belong to?

Less than 22 years old □

Between 25 and 50 years old □
More than 50 years old □

Discussion content

The generalization content in relation with the service online shopping for
electronic products

(1) Do you happen to know which websites provide the service online shopping for electronic
products? As per your opinion, how much is the popularity degree of such websites?

(2) Which websites using online shopping for electronic products service that you have ever
registered? Effeciency? Advantages and disadvantages of those websites?

(35) Have you ever given reference to your friends, colleagues, family to take part in the use of
any service online shopping for electronic products on a website that you felt interested? What
was the reaction of your friends, colleagues, family when they got introduced?
(4) In your opinion, which factors influence the behavior intention to use the service online
shopping for electronic products?

(5) Do you think that, price will be the issue the consumers will be aware of when using the
service online shopping for electronic products? What is your opinion?

19
(6) Do you think that, the consumers will perceive the convenience when using the service online
shopping for electronic products? What is your opinion?

(7) Do you think that the ease of use of the purchasing/sales website is the way the users will
perceive when using the online shopping for electronic products service? What is your opinion?

(8) Do you think that the users find enjoyment when using the service online shopping for
electronic products? What is your opinion?

(9) Do you think that the people around you for example for family, friends, colleagues, etc. will
be influenced by the behavior intention to use the service online shopping for electronic products
of the users? What is your opinion?
(10) Do you think that the consumers will be aware/unaware of the risk when participating in the
usage of the service online shopping for electronic products? What is your opinion?

(11) Please kindly say about the tendency to use the service online shopping for electronic
products in Vietnam?

The content regarding the analysis of the scale

Employ below speeches to check the opinions of the respondents who took part in the
survey

1. Price expectations when using the service online shopping for electronic
products: the degree of trust that the consumers do have in the benefits of price
that the service online shopping for electronic products might bring to them.

□ I can see that the service online shopping for electronic products is beneficial to
me in saving my money.

□ To use the service online shopping for electronic products makes it easier for me
to do a comparison of price.

□ To use the service online shopping for electronic products might help me to buy

the products at the cheapest price possible.

2. Expectations of convenience when using the service online shopping for
electronic products: the degree of trust of the consumer that the service online
shopping for electronic products will help them to have more convenience than
direct purchase of products at the stores.

□ I can see that the service online shopping for electronic products is beneficial in
the saving of my time.

□ I can see that the usage of the service online shopping for electronic products

helps them to find the information of the product faster.

□ I can see that the usage of the service online shopping for electronic products

helps to satisfy the demand of entertainment and helps to release the stress of
mine.

□ I can see that the usage of the service online shopping for electronic products

helps me to buy products at anytime.

3. Perceived ease of use of using service online shopping for electronic products:
The users feel that it is easy to perform the usage of online shopping for
electronic products service.

□ It is easy for me to study how to use the service of online purchasing of

electronic product

□ I find that it is easy to use the service of purchasing online of electronic products

□ How to use the service online shopping for electronic products is obvious and

easy to understand.

□ It is easy for me to become a proficient user of using the service online shopping

for electronic products.

21
4. Social influence when using the service online shopping for electronic products:
The influences from the people around in the encouragement as well as support
to the user to use the service online shopping for electronic products.

□ Family (parents, siblings, relatives) think that I should use online shopping for

electronic products

□ Friends, colleagues, clients of mine are using the service online shopping for

electronic products and they introduce it to me for using.

□ The organization in which I am working, studying and living encourage me to

use the service online shopping for electronic products

5. Perceived enjoyment when using the service: Feel the enjoyment when using
the service online shopping for electronic products

□ Surfing the Internet everyday is my hobby.

□ I have the hobby of accessing to the website with the online shopping for

electronic products service.

□ I like the design and information content on the online sales websites.
6. Perceived risk when using the service: The degree of worry, confusion when
using the service online shopping for electronic products.

□ I am afraid that online shopping for electronic products does not have the functions

and efficiency as per the advertisement.

□ I am afraid that my personal information will be disclosed to the third party that I

do not want to.

□ I am afraid about the safety of the payment as I might lose my accounts and then

lose my money.
 □ I am afraid that the usage of online shopping for electronic products will be a waste

of my time and money yet brings no effectiveness.

7. Behavior intention to use the service online shopping for electronic products:
The behavior intention to use the service online shopping for electronic
products to continue using (if they had already used) or will be using (if they
have not used yet)

□ Intend to use (or continue using) the service online shopping for electronic products

in the upcoming future

□ I guess I will use (or continue using) online shopping for electronic products service

in the near future.

□ I will check to know how to become proficient user of online shopping for

electronic products in the upcoming future.

□ I will introduce to many other people to use online shopping for electronic products

service

Sincerely thank you for your kind taking time for the discussion. Wish you good
health, happiness and success in life!

APPENDIX II: THE SURVEY QUESTIONNAIRE

Dear Sir/Madam,

As an MBA graduate student, currently, I am implementing the disseration on the

factors which influence behavior intention to online purchasing service online shopping for
electronic products. Your kind spending some of your valuable time to answer the below
questions are highly appreciated. Your opinions will be very precious to the study.

Thank you very much for your kind taking time and effort!

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 Please kindly cross mark (X) directly on the appropriate box with the selection

1. Please kindly advise how long you have experience in using the Internet? (Select one only)
Under 1 year From 1 to 3 years From 3 to 5 years From 5- 7 years
More than 7 years

2. Please kindly advise your duration of using The Internet per day/on average (Select one only)
Under 0.5 hour 0.5-2 hours 2-4 hours 4-6 hours Over 6 hours

3. Do you happen to know any below online shopping for electronic products websites (Might
select multiple options)

chodientu.vn megabuy.vn 123mua.com.vn ebay.vn amazon.com

5giay.vn Other:…………………………………

4. Please kindly advise your duration (on average)/1 time accessing to the online shopping
for electronic products websites? (Select one)
Have not used yet Under 10 minutes 10-30 minutes Over 30 minutes

5. Please kindly advise your accessing times/month to online shopping for electronic products in
recent times (Select one)
Have not used 1-2 times 3-5 times 6-10 times Over 10 times
 Below are the statements of the factors affecting the behavior intention to use
online shopping for electronic products? Please indicate your level of agreement
with the statement by marking (X) in the appropriate box.

No Statement

I Price expectation when using online shopping for electronic products service

1 Price of the online electronic goods is cheaper than in stores

Totally disagree Disagree

Neutral

Totally agree Agree

2 Using online shopping for electronic products service helps me to compare rate
more easily

Totally disagree Disagree

Neutral

Totally agree Agree

3 Using online shopping for electronic products service helps me to save travelling
time to go see the products.

Totally disagree Disagree

Neutral

Totally agree Agree

4 Promotions on websites with service online shopping for electronic products helps
me to save money

Totally disagree Disagree

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 Neutral

Totally agree Agree

II Perceived convenience when using online shopping for electronic products

service
5 I can see online shopping for electronic products service is beneficial in saving my
time

Totally disagree Disagree

Neutral

Totally agree Agree

6 I can see using online shopping for electronic products service helps to me find
information about product faster

Totally disagree Disagree

Neutral

Totally agree Agree

7 I can see using online shopping for electronic products service helps me to buy
product at anywhere.

Totally disagree Disagree

Neutral

Totally agree Agree

8 You can see that using online shopping for electronic products service helps me to
buy product at anytime.

Totally disagree Disagree

Neutral

Totally agree Agree

III Perceived ease of use of the service online shopping for electronic products

9 Registration, purchasing and payment process of the service online shopping for
electronic products is quite simple to me

Totally disagree Disagree

Neutral

Totally agree Agree

10 I can easily find my products when I use the service online shopping for electronic
products.

Totally disagree Disagree

Neutral

Totally agree Agree

11 The functions in the online shopping for electronic products websites are obvious
and easy to understand

Totally disagree Disagree

Neutral

Totally agree Agree

12 Using online shopping for electronic products service helps me to easily compare
the technical specifications between the products.

Totally disagree Disagree

Neutral

Totally agree Agree

13 Family (parents, siblings, family) think I should use online shopping for electronic
products service

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 Totally disagree Disagree

Neutral

Totally agree Agree

14 My friends, colleagues, clients use the service online shopping for electronic
products and they introduce me to use it

Totally disagree Disagree

Neutral

Totally agree Agree

15 The organization where I am working and living supports me to use online

shopping for electronic products service

Totally disagree Disagree

Neutral

Totally agree Agree

16 Pulic media usually mentions online shopping for electronic products so I joined
and tried using

Totally disagree Disagree

Neutral

Totally agree Agree

17 You have the enjoyment to access websites with online shopping for electronic
products service

Totally disagree Disagree

Neutral

Totally agree Agree

18 I like to acess to websites with online shopping for electronic products service to
find scarce products.

Totally disagree Disagree

Neutral

Totally agree Agree

19 I like the design, display on the website with online shopping for electronic
products service.

Totally disagree Disagree

Neutral

Totally agree Agree

20 The promotions on the website online shopping for electronic products are very
attractive to me

Totally disagree Disagree

Neutral

Totally agree Agree

IV Perceived risk related to online shopping for electronic products service

21 I am afraid online shopping for electronic products doesn’t have the functions and
effectiveness as per the promotion

Totally disagree Disagree

Neutral

Totally agree Agree

22 I am afraid my personal information will be disclosed to third party which I do not

want to happen

29
 Totally disagree Disagree

Neutral

Totally agree Agree

23 I am worried about the safety of payment as I might lose my account, and lose my
money

Totally disagree Disagree

Neutral

Totally agree Agree

24 I am worried when it is a waste of time and money but brings no effectiveness.

Totally disagree Disagree

Neutral

Totally agree Agree

V Behavior intention to use online shopping for electronic products service

25 I intend to use (or continue using) online shopping for electronic products service
in the upcoming time.

Totally disagree Disagree

Neutral

Totally agree Agree

26 I think I will use (or continue using) online shopping for electronic products
service in the upcoming future

Totally disagree Disagree

Neutral

Totally agree Agree

27 I will try to learn to become a proficient user of using online shopping for
electronic products service in the upcoming time.

Totally disagree Disagree

Neutral

Totally agree Agree

28 I will refer to many other people to use online shopping for electronic products
service

Totally disagree Disagree

Neutral

Totally agree Agree

Grouping information and statistics

1 Gender: Female Male

2. Age group: Under 22 22-24 years old

25-27 years old 28-30 years old 31-40 years old
3. Please kindly advise your monthly income::
< 3 million from 3 to 5 million from 5 to 10 million
> 10 million

4. Email: :…………………………………

5. Full name: …………………………………

31
Sincerely thank you for your kind taking time for the discussion. Wish you good
health, happiness and success in life!