Results

In this chapter, a brief on the main findings of the research is presented along with the research implications. Afterward, research limitation and recommendations for a future study are mentioned as well.

The findings of this thesis indicate that the TAM model is quite a good application to explore factors influencing OGB intention in Vietnam. Both OGB attitude and OGB intention are impacted by perceived usefulness, perceived ease of use, service quality. The remaining dimension, perceived risk was found to have no influence on Vietnamese attitude and behavioral intention. Also, the effect of social influence that moderates the relationship between perceived ease of use and online group buying intention, between service quality and group buying intention are simultaneously explored.

6.1.1 Antecedents of Attitude

As suggested by path coefficient perceived usefulness, perceived ease of use, service quality positively and substantially influence on attitude towards OGB. Perceived usefulness and perceived ease of use to attitude path happened to be significant (path coefficient = 0.298, p<

0.01 and 0.287, p< 0.01 respectively) and thereby supporting the hypothesis 1 and 2. This is accordant with the findings of Taylor and Todd (1995), Davis (1989) who verified existence of a constructive significant relationship between attitude and perceived usefulness for customers of the information technology systems. Also, this results support the findings of Tsai & Chen (2011); Chang, Lee & Su (2011), as the presence of a significant association between attitude

and perceived usefulness and perceived ease of use toward OGB. The path between service quality and attitude was found to be significant (path coefficient= 0.369, p< 0.01), thereby supporting the hypothesis 3. This is accordant with the findings of Albert and Tung (1994) for online shopping and Erdogmus & Çiçek (2011); Cheng & Hoang (2012); Tsai & Chen (2011), who indicated the existence of a significance relationship service quality and the attitude in OGB studies.

Overall, the effects of the three factors of attitude (perceived ease of use, perceived usefulness and service quality) take place over 30% of the variance in this model. In which, service quality brought the strongest influence with 0.369 level of coefficient, showing the central role of service quality in driving attitude toward OGB.

6.1.2 Antecedents of Intention

The paths between OGB attitude, perceived usefulness, perceived ease of use, service quality and OGB intention are relatively substantial (path coefficient = 0.538; 0.361, 0.343; 0.219, p< 0.01 respectively), thereby supporting H5, H6, H7, H8. Thus there are existences of a significant relationship between OGB attitude and OGB intention, perceived ease of use, perceived ease of use & service quality.

The path between attitude and intention was found to be strongly significant (path coefficient = 0.538, p < 0.01), means that people with higher attitude toward OGB are supposed to have higher OGB intention. This is accordant with the findings of Yu et al., (2004), Chen, Gillenson &

Sherrell (2002) for online shopping who tested the presence of a constructive significant relationship between attitude and the intention for inexperienced users of the information technology.

64  By contrast, the thesis testing the direct impact of perceived risk on OGB attitude and intention was not approved. The path between perceived risks and OGB attitude and OGB intention were found to be not significant (path coefficient= 0.239 and 0.209, p> 0.05), thereby did not support the hypothesis 4 and hypothesis 9. This is inconsistent with the findings of Tong (2010) for e-commerce and Tsai & Chen (2011); Chang, Lee & Su (2011) who reported the presence of a constructive significant relationship between risks and the intention for using OGB services however this result explores the current situation of OGB adoption progress in Vietnam. This means, when using OGB services, customers possibly feel unsecure about insecurity of personal information or worried that product quality may not meet their expectation and so on, however, due to the high attractiveness of OGB method as a new shopping channel, the effect of personal innovativeness (most respondents under 31 year old who are most innovative and most flexible to adapt new shopping method), the impact of perceived risk is reduced. As mentioned in the chapter 2, since the implementation of the Master Plan on E-commerce Development for the 2011-2015 periods, Vietnam government has improved infrastructure environments, security protection, and legal framework for e-commerce development, which leads customer to be more confident to make transaction via OGB websites. In addition, most merchandises on OGB are not extremely expensive, thus people tend to be more decisive to buy those stuffs via new shopping channel due to the advantages OGB brings to them.

From the results, perceived ease of use, perceived usefulness and service quality together took can explain 29% of the variance in this model and perceived usefulness had the strongest impact with 0.361 level of coefficient, showing the central role of perceived usefulness in driving attitude toward OGB.

6.1.3 Antecedents of moderators

This study proves the critical moderating effect of social influence in OGB intention in Vietnam.

The path between social influence on OGB intention & perceived ease of use, between OGB intention & service quality are relatively substantial (path coefficient= 0.04 and 0.024, p< 0.05), thereby supporting H10b, H10c. Thus there are existence of a significant relationship between social influence on OGB intention & perceived ease of use, OGB intention & service quality.

Overall, findings from the investigation suggest the proposed model to be appropriate to explain customer OGB behavioral intention. After tests, nine out of the fourteen paths were noteworthy at p < 0.05 level, providing support for H1, H2, H3, H5, H6, H7, H8, H10b, H10c. Basing on the hypotheses testing result, perceived usefulness is the most important antecedent of customer behavioral intention toward OGB with the largest beta coefficient (β = 0.361), followed by perceived ease of use (β = 0.343) and service quality (β = 0.219). These things indicate that currently, Vietnamese people use OGB services to purchase products or services mainly based on its usefulness that OGB brings to them (such as enable customers to accomplish shopping and information seeking more quickly than using traditional stores; improve shopping performance (e.g: save time, save money, get the best deal; find more information about a product);