Exploring the factors affecting purchase intention of smartphones a study of office workers in ho chi minh city

The factors in the research include self-efficacy, functional attributes, social influences, playfulness, perceived usefulness, perceived ease of use, users’ attitude and purchase intent

September 2013

EXPLORING THE FACTORS AFFECTING PURCHASE INTENTION OF

SMARTPHONES: A STUDY OF OFFICE WORKERS IN HO CHI MINH CITY

In Partial Fulfillment of the Requirements of the Degree of

MASTER OF BUSINESS ADMINISTRATION

In International Business

By

Mr Nguyen Dang Hat

ID: MBA04013

September 2013

International University - Vietnam National University HCMC

EXPLORING THE FACTORS AFFECTING PURCHASE INTENTION OF

SMARTPHONES: A STUDY OF OFFICE WORKERS IN HO CHI MINH CITY

In Partial Fulfillment of the Requirements of the Degree of

MASTER OF BUSINESS ADMINISTRATION

In International Business

by

Mr Nguyen Dang Hat ID: MBA04013 International University - Vietnam National University HCMC

September 2013 Under the guidance and approval of the committee, and approved by all its members, this thesis has been accepted in partial fulfillment of the requirements for the degree

Acknowledgements

First and foremost, I would like to express my sincere gratitude and appreciation

to my advisor, Mr Nguyen Van Phuong, who has always encouraged and supported me

to solve problems of my thesis He has taught me things beyond my understandings He

is really a wonderful advisor I was so lucky to have his encouragements and precious advices during all of my study

I would like to give special thanks to all members of my thesis committee for their insightful comments and advices

I am very grateful and proud of all teachers at International University who have gave me precious lessons and useful knowledge during two years To me, all teachers of International University are the best teachers who inspire me to keep moving forward

I would like to appreciate all the supports of respondents in my survey If they did not support me, this thesis would not be finished

To my friends who are also advised by Mr Phuong, I appreciate all the time we shared, supported and encouraged each other to keep going ahead to complete thesis Now we can be proud of ourselves for what we did

To my friends who supported me in my research work, I would like to thank them

so much

Finally, I would like to give special thanks to my beloved parents for always giving me infinite love, care, belief and supporting me during my research period and also throughout my life Mom and Dad, you are wonderful and I am so proud to be your son

Plagiarism Statements

I would like to declare that, apart from the acknowledged references, this thesis either does not use language, ideas, or other original material from anyone; or has not been previously submitted to any other educational and research programs or institutions

I fully understand that any writings in this thesis contradicted to the above statement will automatically lead to the rejection from the MBA program at the International University – Vietnam National University Ho Chi Minh City

Copyright Statement

This copy of the thesis has been supplied on condition that anyone who consults

it is understood to recognize that its copyright rests with its author and that no quotation from the thesis and no information derived from it may be published without the author’s prior consent

© Nguyen Dang Hat/MBA04013/2011-2013

Table of Contents

Chapter One – Introduction 1

1.1 Background 1

1.2 The problem statement 1

1.3 Research question 3

1.4 Research objective 3

1.5 Scope and limitations of research 3

1.6 The structure of the study 4

Chapter Two – Literature Review and Hypotheses Development 5

2.1 Literature review 5

2.1.1 Smartphones 5

2.1.2 Technology acceptance model (TAM) 5

2.1.3 Perceived Ease of Use 8

2.1.4 Perceived Usefulness 8

2.1.5 Self-Efficacy 9

2.1.6 Functional Attributes 9

2.1.7 Playfulness 10

2.1.8 Social Influence 10

2.1.9 Users’ Attitude 11

2.1.10 Purchase Intention 12

2.2 Hypotheses development 12

2.2.1 Proposed research model 12

2.2.2 Hypotheses development 13

Chapter Three – Research Methodology 17

3.1 Source of data 17

3.1.1 Primary data 17

3.1.2 Secondary data 17

3.2 Research design 17

3.3 Data Collection Method 20

3.4 Procedure for analyzing data 21

Chapter Four – Data Analysis 22

4.1 Respondents Characteristics 22

4.2 Descriptive Statistics 25

4.3 Cronbach Alpha test 31

4.4 Exploratory Factor Analysis (EFA) 33

4.5 Confirmatory Factor Analysis (CFA) 37

4.6 Structural Equation Modeling – SEM 43

4.7 Result Discussion 46

Chaper Five: Conclusion and Recomendation 49

5.1 Conclusion 49

5.2 Practical Implication 49

5.3 Limitation and further recommendation 52

List of figures

Figure 1: Original TAM proposed by Fred Davis (Source: Davis, 1986, p.24) 7

Figure 2: New relationship formulation in TAM (Davis 1993, p.481) 8

Figure 3: Research model 12

Figure 4: Sex 23

Figure 5: Age 23

Figure 6: Total working experience 24

Figure 7: Income 24

Figure 8: Education 25

Figure 9: CFA of the measurement model standardized 39

Figure 10 - Structural Equation Modeling result after adjusting theoretical model (Standardized) 43

Figure 11: Final research model 46

List of tables

Table 1: Coded items of measurement scale 18

Table 2: Respondents Characteristics 22

Table 3: Variables Descriptive Statistic 26

Table 4: Result of Cronbach Alpha test 31

Table 5: KMO and Bartlett's Test 34

Table 6: Total Variance Explained 35

Table 7: Pattern Matrixa 35

Table 8: KMO and Bartlett's Test 36

Table 9: Total Variance Explained 36

Table 10: Component Matrixa 37

Table 11: Criteria for measurement model 38

Table 12: CMIN 40

Table 13: RMR, GFI 40

Table 14: Baseline Comparisons 40

Table 15: RMSEA 40

Table 16: Standardized Regression Weights (Group number 1 - Default model) 41

Table 17: Regression Weights 41

Table 18: Convergent and discriminant validity and correlation matrix 42

Table 19: SEM – Regression Weights 44

Table 20: SEM – Standardized Regression Weights for main parameters 45

Abstract

It is clearly to say that mobile technology plays a crucial role in how the world communicates, whether in individual settings or a business Smartphones have gradually reducing the people’s dependence of computers or laptops since smartphones allow people to communicate and do things that have traditionally been done by computers or laptops For this reason, more people nowadays buy smartphones However, the process

of deciding to buy a smartphone of users is varied by a great number of diverse factors The main aim of this study is to explore the factors affecting purchase intention of smartphones of office workers in Ho Chi Minh City The factors in the research include self-efficacy, functional attributes, social influences, playfulness, perceived usefulness, perceived ease of use, users’ attitude and purchase intention Data were collected from

405 respondents through online and offline survey Survey results support that smartphone purchase intention of office workers in Ho Chi Minh City is mostly based on functional attributes, users’ attitude and perceived usefulness

Chapter One – Introduction

1.1 Background

In recent decades, the world has witnessed the great explosion of technology, especially information technology Accordingly, many industries have quickly adopted mobile devices, and personal digital assistant (PDA) is one of the most outstanding examples Nowadays, there appears to be a new world with high frequency: “smart phone” which is a clear evidence for the increasing development of technology and innovation, especially in young generation and businessmen Garner (2006) revealed that total worldwide PDA and smartphone shipment reached 3.65 million units in the first quarter of 2006, increasing 6.6% compared to that of 2005 Especially, the shipment of smartphone increased dramatically at 55% year-on-year in the second quarter of 2006 According to Yu-Ting Huang and Yi-Hsiang Chen (2013), 1.2 billion of smartphone users appear to exist in 2011 The usage of smartphone increased 36% from 2010 to 2011 and it is forecasted to keep increasing in the next decades

1.2 The problem statement

An article on http://www.tinhte.vn provided that in a recent study by Ericsson Consumer Lab revealed that to the end of 2013, the number of smartphone users in Viet Nam will reached 21%, increasing 5% compared to the last year and tablet users were forecasted to keep increasing Furthermore, this study showed that the frequency of using smartphone was expected to lift 36% to 40% in 2013 Besides, a similar survey from Nielsen (2012) showed that 70% Vietnamese people are using mobile phone and 42% among them are planning to switch to using smartphones As far as we have witnessed, in recent years the number of mobile phone service subscribers has significantly increased

This is an advantage for Viet Nam telecommunication industry, especially mobile phone and smartphone market as well

According to Jan Wassenius (2012) – General Director of Ericsson in Viet Nam, Laos and Cambodia, keeping upgrading infrastructure quality, together with offering reasonable price will enables smartphone market to develop significantly in the next period Besides, he stressed that it is highly recommended for Viet Nam mobile service providers to keep maintaining good broadcasting range, high speed and stability in order

to best serve for the development of smartphone market in the next time

The research firm Gartner found that there would be a trend in using smartphone among office workers, which is called “Bring your own device” Due to the result of the research, workers will be required to use smartphones and tablets by half of all employers

by 2017, in order to fulfill their work needs Moreover, smartphones can highly support for the jobs of office workers in Vietnam, while they are now working in modern environments under the pressure of completing tasks in the office as soon as possible Therefore, the demand of buying smartphones is increasing in the office, which suggests mobile companies to have the products that can meet the needs of a majority of office workers

From the current situation of Viet Nam smartphone market and together with the dynamic nature of information technology field, the writer/author realizes that it is very useful to make the study relating smartphone users’ inside However, there are currently few researches relating to this issue carried and published The writer himself supposes that smartphones have greatly contributed to connecting all the people and making the world smaller Therefore, the smartphone is considered as innovation, and deserves a

serious academic study Form these above reasons, the writer decided to choose his final

thesis topic as follow: EXPLORING THE FACTORS AFFECTING PURCHASE INTENTION OF SMARTPHONES: A STUDY OF OFFICE WORKERS IN HO

CHI MINH CITY

1.3 Research question

1 What factors significantly affecting smartphone purchase intention of office workers in Ho Chi Minh City among following factors: self-efficacy (SE), social influence (SI), functional attributes (FA), playfulness (PL), perceived usefulness (PU), perceived ease of use (PEU), user’s attitude (AU), and purchase intention (PI)?

2 How do critical factors (SE, SI, FA, PL, PU, PEU, AU, and PI) affect each other in the research model?

1.4 Research objective

The first objective of the study is to identify determinants of smartphone purchase

intention of office workers in Ho Chi Minh City The second one is to evaluate the affecting extent of the determinants and which have the impact on the purchase intention

of smartphones The last one is to offer improvement suggestions for strategic decisions

of companies having businesses in mobile devices

1.5 Scope and limitations of research

This study focuses on office workers in Ho Chi Minh City In other words, it does not represent all consumers in Vietnam In addition, it may have many factors affecting to the purchase intention of smartphones that the technology acceptance models cannot explain

Besides, the data used in this research may not be sufficient enough due to the lack of official data At last, due of the limitation of time and money, the research survey was carried out only with small sample size

1.6 The structure of the study

The research is divided into five chapters:

Introduction: This part introduces background of smartphones and the importance

and development of smartphones today Besides, the problem discussion and the purpose

of the study is also showed in this part

Literature review and hypotheses development: In Literature Review, theories and

models related to purchase intention of smartphones are reviewed for the theoretical foundation study In hypotheses development, based on previous relevant studies, the reasons why hypotheses are established are clearly stated

Research methodology: The approach to develop and conduct the research model

is demonstrated in this part

Data analysis and results: Data and results after tests by reliability, validity test as

well as Confirmatory Factor Analysis and Structural Equation Modeling are presented and discussed clearly Discussion for results is also included in this part

Conclusions and recommendation: This chapter concludes all ideas, theories and

limitations in study and recommends solutions for further researches about relevant problem

Chapter Two – Literature Review and Hypotheses Development

2.1 Literature review

2.1.1 Smartphones

In the mobile industry, there is no clear industry-standard definition of smartphones However, generally, the PDA (Personal Digital Assistant) and the general mobile phone combine the functions of various applications, using the Internet and the portable personal computer It means the smartphone can provide a frame of reference: a mobile phone with more advantages such a computing ability, combining the functions of

a multimedia player (allowing for music/video storage and playback) and a personal digital assistant (PDA), offering mobile Internet connectivity, built-in GPS and camera, and the ability to run a wide variety of third party applications (such as games, communication software, applications offering weather or traffic information) In general, smartphones offer advanced computing capability and connectivity when their operating system is capable of running general-purpose applications

2.1.2 Technology acceptance model (TAM)

When the demand of electric device with multiple function and application is increasing day by day, a laptop not handy enough, smartphone market is in hot period than ever Mobile phone companies are in strict competition than ever, they continuously produce new products with new designs, improve functions, and update more applications, however, products of different companies are quite similar A numerous factors were discussed in the reason why users accept and buy different smartphone systems Over two decades, based on intention-based models many models were conducted to examine the differences in the acceptance and adoption of technology such

as the theory of reasoned action (TRA) by Fishbein and Ajzen (1975), the technology acceptance model (TAM) by Davis (1985) and its extensions and the theory of planned behavior (TPB) by Ajzen (1985) In which, the Technology Acceptance Model has been the only one which has captured the most attention of the information systems community While this research aims to clarify the purchase intention of smartphones of consumers, part of information system community, TAM will be used as a central model

to apply in the research methodology

In 1985, Fred Davis first proposed TAM model in his doctoral thesis The basic conceptual model is that system use is a response that can be explained or predicted by user motivation, which is directly influenced by external stimulus consisting of actual system’s features and capabilities The relationship is shown as follow:

Conceptual model for technology acceptance (Davis, 1985, p.10)

He then developed his model by relying on the theory of reasoned action (TRA) by Fishbein and Ajzen (1975) and other related researches as the original TAM:

Figure 1: Original TAM proposed by Fred Davis (Source: Davis, 1986, p.24)

User motivation can be explained by three elements: Perceived Ease of Use (PEOU), Perceived Usefulness (PU) and Attitude toward using the system (ATU) PU is defined as the degree to which an individual believes that using a particular system would enhance his or her job performance, PEOU is defined as the degree to which an individual believes that using a particular system would be free of physical and mental effort (Davis, 1985)

In the model, ATU was the major determinant that directly affected on user actual willing to use the system or not On the other hand, ATU was influenced by both factors PEOU and PU; meanwhile PU is affected by PEOU Finally, system designs characteristics such as wireless Internet, design, multimedia impacted on PU and PEOU

He continuously conducted further research in TAM and then came up with a new TAM model in 1993:

Figure 2: New relationship formulation in TAM (Davis 1993, p.481)

Davis (1993) proposed that in contrast to what he initially hypothesized, PU could also directly impact on Actual System Use (ASU) At the same time, a new founding was raised that system characteristic could have direct effect on ATU of consumer toward using the system without the need for the person to form an actual belief about the system

2.1.3 Perceived Ease of Use

Perceived ease of use is the degree to which a person believes that using a tablet

PC or smartphone would be free of effort Effort is a finite resource that people may allocate to various activities that they are responsible for (Radner et al., 1975) When an application is perceived to be easier to use than another one, it is more likely to be accepted by users (Davis, 1989)

2.1.4 Perceived Usefulness

Perceived usefulness is the degree to which a person believes that using a

smartphone would enhance his or her job performance People are generally reinforced for good performance by raises, promotions, bonuses, and other rewards (Pfeffer, 1982;

Vroom, 1964) Therefore, a system with high-perceived usefulness is one which a user believes in the existence of a positive use/performance relationship (Davis, 1989)

2.1.5 Self-Efficacy

Self-efficacy is the confidence of the users in learning to use a smartphone Their

perception of smartphone is easier to use Self- efficacy does not measure one’s existing skill set but measure one’s perception on how he or she is complete a task at hand (Kuan Chin Chen, Jengchung V Chen, 2011)

2.1.6 Functional Attributes

A product consists of functional attributes that meet personal needs, such as

satisfaction and expectation Each consumer accepts different functional attributes If a consumer does not receive satisfaction from the influential functional attributes, he or she will not use the product There is more factor of functionality such as wireless internet, design, multimedia, application, and after service According Young Mo Kang et al (2011), users who purchase or replace smartphones and analyzed the ways functionality affect PI of smartphones and PU significantly affects PI directly, while PEOU does not in adopting smartphones Beside, a study of Kim, S H (2008) with TAM model and Diffusion of Innovation (DOI) theories indicated perceived applications update (PAU), perceived available applications (PAA), perceived smartphone company’s willingness to update operating system (POS), influence of the social network (SN), and security/privacy (SP) In this study, the functional attributes focus on design, applications, hardware, and operation system

2.1.7 Playfulness

Playfulness is a pleasure or enjoyment which occurs from the assessing of digital

items such as a smartphone It can cause a positive effect on the purchase intention of a smartphone According to the Kim (2011), consumption of goods and services is frequently associated with emotional response, contributing to an enhanced emotional value for the consumer In other words, playfulness shows the degree to which a person’s interest, feeling, or curiosity, generated from engaging in absorbing interactions with the smartphone (Moon et al., 2001)

2.1.8 Social Influence

Social influence is defined as the way that people’s behavior, feelings and thoughts is influenced by other person or a group Consumers may be susceptible to social influence by observation, perceptions or anticipations of decisions made by others

in engaging to smartphones (Suki and Suki, 2007) They adjust their beliefs with respect

to the others to whom they feel similar in accordance with psychological principle such

as sense of identity They are also affected by another who is perceived to be the expert in the matter at hand or by their referent social groups Social influence may be represented

by peer pressure, family belief or adulthood whereas Friends and family members are seen as social influences that are perceived to be important to consumers in encouraging a greater dependency on smartphones (Auter, 2007) Klobas and Clyde (2001) found that social influences have positive impact on the dependency of using smartphones People tend to be easier influenced by the words of other (Kelman, 1961) If smartphones make a good impression on others, consumers’ dependency on them will increase and consequently will lead to positive word-of-mouth communication to others Nevertheless,

consumers who are more likely to incorporate and rely on positive word-of mouth opinions of important others on smartphones will in turn increase their usage rate by either transforming them into beliefs, or through a process of imitation (Basaglia et al., 2009)

2.1.9 Users’ Attitude

The concept of attitude is considered one of the most crucial issues being

discussed in the field of consumer behavior Birgelen et al (2003) defined attitude as ‘‘a

psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor” Malhotra (2005) defined attitude as a summary of appraisal

of an object, and stated that beliefs is very important in person attitude because of its stability in mind, people have different beliefs in different objects and usually their beliefs lead them to the objects and change their attitude which can form positive or negative reaction Maio and Haddock (2010) argued that both negative and positive reactions in the psychological science can be reflected in attitude In fact, attitudes have demonstrated their efficacies as a predictor’s of behaviours and behavioural intentions in

a variety of contexts including work related behaviours (Morris et al., 2009) In addition, attitude can be directly related to the environmental responsiveness because Maio and Haddock (2010) suggested that by holding to their attitude, people are able to determine the approaches in responding to their environment By responding to a service or a brand, people from their attitude measurement based on what they believe and how they feel about the service or a brand (Farris et al., 2003)

2.2 Hypotheses development

2.2.1 Proposed research model

This study sets a research model with additional external variables There are four independent variables such as self-efficacy, functional attributes, social influences and playfulness There are four dependent variables such as perceived usefulness, perceived ease of use, users’ attitude and purchase intention The research framework is shown in [Figure 3]

H7

H4

H6

Self- efficacy Social influence

Purchase Intention

Users’ Attitude

Perceived Usefulness

Perceived Ease of use

H8 H10

H14 H12

In this study, the proposed research model is based on the proposal research of Dalsang Chung and Sun Gi Chun (2008) However, the security and privacy (SP) is not concerned with this research because security and privacy have not been well protected in Vietnam

In the study of Park, Y., & Chen J V (2007), self –efficacy had significant impact on user’s attitude and purchase intention In addition, Mon and Kim (2001) was proposed that playfulness was a positive relationship with user’s attitude and purchase intention

2.2.2 Hypotheses development

Kahn et al (2011) applied TAM model in their research to analysis factors affecting adoption of Smartphone Their research model includes five derived primary function attribute (wireless internet, design, multimedia, application, and after service) They indicated that, most research on adoption of Smartphone assumed that Smartphone

is a tool used for specific purpose such as medical usage Also, they emphasized on the needs for studying adoption of Smartphone in a holistic approach that cover general consumers and usage Verkasalo, et al., (2010) studied adoption of Smartphone using TAM model to understand users’ intention to use specific Smartphone’s’ applications including internet access, mapping services, and games Their research model included the following variables; behavioral control, technical barriers, social norm, perceived enjoyment They highlighted the needs for further research that investigate the impacts of social norms factors on the adoption of Smartphone adoptions Kim (2008) indicated that even though mobile wireless technology market is rapidly growing, studies on key factors that affecting its adoption is limited

H1: Functional attributes has the positive impact on perceived usefulness H2: Functional attributes has the positive impact on user’s attitude

H3: Functional attributes has the positive impact on purchase intention of

smartphones

Ding Hooi Ting, et al (2010) has investigated and made clear the impact of convenience, social needs and social influences on university students’ dependency and the impact on purchase behavior of smartphones The findings showed that there is a significant and positive relationship between convenience and university students’ dependency on smartphones Klobas and Clyde (2001) found that social influences have

a positive impact on the dependency of using smartphones Friends and family members are seen as social influencers who are perceived to be important to consumers in encouraging a greater dependency on smartphones (Auter, 2007) Like other innovative products, the smartphone is an ‘‘experience good’’; consumers must be experienced to value and are more ambiguous about their potential uses (Kim, 2008) If smartphones make a good impression on others, consumers’ dependency on them will increase and consequently will lead to positive word-of-mouth communication to others Nevertheless, consumers who are more likely to incorporate and rely on positive word-of-mouth opinions of important others on smartphones will in turn increase their usage rate by either transforming them into beliefs, or through a process of imitation (Basaglia et al., 2009) This leads to the next hypothesis:

H4: Social influence has the positive impact on user’s attitude

H5: Social influence has the positive impact on purchase intention of

smartphones

Farshad Maghnati and Kwek Choon Ling (2013) showed playfulness have positive relationship with the usage attitude towards the mobile apps in the smartphone industry However, aesthetic and service excellence do not have significant positive relationship with usage attitude towards the mobile apps because most of the respondents

pay more attention in evaluating the return of investment and the degree of playfulness while using mobile apps through the smartphones Triandis (1971) argued that affect, the feelings of joy, elation, or pleasure, or depression, disgust, displeasure, or hate associated with a particular act, has an impact on the person's behavior Previous research has contended that attitudinal outcomes, such as positive effect, pleasure, and satisfaction, result from the playful experience Webster, et al.'s (1990) study shows that playfulness highly correlates with the user's positive attitudes Thus, in addition to positive attitudes; playfulness is expected to be associated with increased purchase intention of smartphones

H6: Playfulness has the positive impact on user’s attitude

H7: Playfulness has the positive impact on purchase intention of smartphones

Studies revealed that self-efficacy shows a relationship between the uses of new technologies (Compeau and Higgins, 1995) Without skill, performance is not possible; without self-efficacy, performance may not be attempted (Compeau and Higgins, 1995) Davis et al (1989) also argued that computer self-efficacy and perceptions contribute to the causal relationship between use of technology and user’s cognitive factors From the literature, we conclude that confident users in using a smartphone are likely to have more confident attitude It is also likely that those who are not confident in learning how to use the smartphone have less confident attitude This is similar with the relationship between self-efficacy and purchase intention of smartphones The resulting hypotheses are as follows:

H8: Self-efficacy has the positive impact on perceived ease of use

H9: Self-efficacy has the positive impact on purchase intention of

smartphones

The original Technology Acceptance Model of Davis (1989) which is a typical model for technology acceptance as well as supported many times in previous studies (Liao, Tsou & Huang, 2007), Kim (2008), Hannu Verkasalo et al (2010), … This study was proved by the hypotheses:

H10: Perceived usefulness has the positive impact on user’s attitude

H11: Perceived usefulness has the positive impact on purchase intention of smartphones

H12: Perceived ease of use has the positive impact on perceived usefulness

H13: Perceived ease of use has the positive impact on user’s attitude

H14: Perceived ease of use has the positive impact on purchase intention of smartphones

H15: User’s attitude has the positive impact of purchase intention of smartphones

Chapter Three – Research Methodology

3.2 Research design

The survey instrument was designed to have items to measure major factors, perceived ease of use (PEU), perceived usefulness (PU), the user’s attitude (UA), purchase intention (PI), self-efficacy (SE), functional attributes (FA), social influence (SL), playfulness (PL) Questions on demographics of subjects were included in the survey such as age, gender, total working experience and education The items to measure consumers’ perception of the major factors were statements for respondents to reply on a five point Likert scale, that is, one (1) for strongly disagree and five (5) for strongly agree

The study requires quantitative by conducting questionnaire survey The questionnaire consists of 2 parts:

1 st part: In this part, respondents have to evaluate statements related to their

perception and attitude towards purchasing smartphones In addition, their

agreement/disagreement with a statement is based on a five-point Likert-type scale with anchors ranging from “1: strongly disagree” to “5: strongly agree”

2 nd part: This part asks respondents about their personal information

Table 1:Coded items of measurement scale

Higgins, C.A (1995)

I could complete a job using the smartphone

SE1 , although no one tells me what to do

, if I had used similar smartphones before this one to

do the same job

SE5 …, if I could ask someone for help when I got stuck

FA10 The quality of smartphone camera is acceptable

FA11 Smartphone provides high quality of games

FA12

Smartphone app stores are diverse (Apple Store, Google

play)

FA13

Smartphone’s internet accessibility is speedier than

basic hand phone’ (Wi-Fi, 3G, 4G)

PL16 Using smartphone arouses my imagination

PL17 Using smartphone gives me enjoyment

Using the smartphone in my job would enable me to

arrange my work schedule more quickly/to accomplish

tasks more quickly

PU20

Using the smartphone in my job would enable me to

update my information quickly (email, Facebook)

PU21

Using the smartphone would enable me to determine the

directions easily

PU22

Using the smartphone would enable me to relax in spare

time (play games, listen to music or watch films)

PU23

Using the smartphone in my job would enable me to

save money (call/send message free via Viber, Skype,

Fring)

PU24

Using the smartphone in my job would enable me to use

office applications (Word, Excel) more convenient

User’s attitude Davis, F D.et al

(1989) AU29

Using the smartphone for working is (would be) a good

idea

AU30 I like (would like) using the smartphone for working

AU31 I like (would like) using the smartphone for relaxation

AU32 Owning smartphone helps me feel more confident

Gi Chun (2011); Kiwon Lee, Euiho Suh, Jihye Park (2012)

I intend to have a better purchase of smart phone in the

future from my experience

PI36

I would advise friends / colleagues to purchase a

smartphone

3.3 Data Collection Method

The survey was made on Google doc and sent to the users via online and offline methods Online method is to send the survey to respondent’s email or upload the survey link on smartphone forums to get the answers Offline method is to give directly to the users who are in the companies or in schools and public places The online survey data collection is cheaper and less time consuming because many Smartphone users have browsing capability In addition, online survey allows respondents to answer at leisure rather than often at the inconvenient time for responding to survey questions However, the rate of collecting data from online method is lower than offline one because users might consider the survey email as a junk mail or they are lazy to click the link on forum and complete the survey

There were 500 questionnaires sent to respondents However, after inputting and checking in the first stage, the number of invalid responses is 95 The first reason for this

is that some respondents are not people deciding to buy a smartphone by themselves The second one is some respondents answer all questions with the same answers, for example 99% “agree” answers or 99% “strongly agree” ones in the survey form Therefore, the number of valid and acceptable responses is 405 (250 online sets of questionnaires and

155 offline ones) It makes up 81% of the total delivered questionnaires

3.4 Procedure for analyzing data

Multivariate analysis of variance tests was employed to test hypotheses

Firstly, this study uses SPSS 20 in order to conduct Reliability Test by examining Cronbach-alpha index and then conduct Validity Test by using Exploratory Factor

Analysis for collected data Secondly, the AMOS 20.0 will be used to test the relationship between the research model and the collected data of this study

Chapter Four – Data Analysis

The purpose of this chapter is to analyze data collected through the use of descriptive statistics, Cronbach’s Alpha test, Exploratory Factor component Analysis (EFA), Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM)

4.1 Respondents Characteristics

Analyzed data based on data collecting from 405 valid questionnaires Results are explained in detail as below:

Table 2: Respondents Characteristics

Demographic Characteristics Frequency (n) Percentage (%)

8 millions VND - less than 12 millions

61%

39%

MaleFemale

8 millions VND - lessthan 12 millions VND

12 millions VND – less than 16 millions VND

Figure 6: Total working experience

Less than 1 year

1 year - less than 5years

5 years - less than 10years

10 years – less than

15 years More than 15 years

Figure 8: Education

In the survey, over half of sample is male (66.1%) Almost of respondents are very young: 28.4% from 18 to 25 and 42.2% from 26 to 32 years old The total working experience (1 to less than 5 years) accounts for the highest percentage of 35.8% The main income levels are divided into 4 groups: less than four millions VND (9.4%); from

4 millions VND to less than 8 millions VND (27.9%), from 8 millions VND to less than

12 millions VND (31.6%), from 12 millions VND to less than 16 millions VND (21.2%) Finally, most of respondents get Bachelor’s Degree (66.4%)

4.2 Descriptive Statistics

The observed variables are measured by Liker Scale with five levels, as follow:

1 – Strongly Disagree 2 – Disagree 3 – Neutral 4 - Agree 5 - Strongly Agree

Table 3: Variables Descriptive Statistic

Deviation

I could complete a job by using the

smartphone, although no one tells me what to

do

I could complete a job by using the

smartphone, although I had never used a

smartphone like it before

I could complete a job by using the

smartphone if I had seen someone else using it

before trying by myself

I could complete a job by using the

smartphone if I had used similar smartphones

before this one to do the same job

I could complete a job by using the smartphone

if I could ask someone for help when I got

stuck

Almost all of my friends/family members are

My friends/family members influenced me to

The websites/ forums influenced me to buy

People around me have stimulated me in using

The quality of smartphone camera is acceptable FA10 405 4.08 578

Smartphone app stores are diverse (Apple

Smartphone’s internet accessibility is speedier

Smartphone can be compatible with other

The design of smartphone makes me more

Using the smartphone in my job would enable

me to arrange my work schedule more quickly PU19 405 3.25 .868 Using the smartphone in my job would enable

me to update my information quickly (email,

Facebook)

Using the smartphone would enable me to

Using the smartphone would enable me to

relax in spare time (play games, listen to music

or watch films)

Using the smartphone in my job would enable

me to save money (call/send message free via

Viber, Skype, Fring)

Using the smartphone in my job would enable

me to use office applications (Word, Excel)

more convenient

Learning to operate the smartphone would be

My interaction with the smartphone would be

I would find the smartphone to be flexible to

It would be easy for me to become skillful at

Using the smartphone for working is (would

I like (would like) using the smartphone for

I intend to keep continuing use a smartphone

There is a high probability that I will purchase

I intend to have a better purchase of smart

I would advise friends / colleagues to purchase

This table displays mean values of variables in this thesis Means of variables measuring “self-efficacy” have high difference (mean varies from 3.28 to 4.11) Especially, the agreement level of five variables strike average value Agreement level of

“I could complete a job by using the smartphone if I could ask someone for help when I got stuck” is the lowest value (3.28) among five variables of agreement, which offers smartphone suppliers to focus on and make improvements for this element However, almost people could complete a job by using the smartphone, although they had never used a smartphone like it before (mean equal 4.11)

Means of variables measuring “social influence” have high difference (mean varies from 3.99 to 4.14) Especially, the agreement level of four variables strike highly Agreement level of “my friends/family members influenced me to buy smartphone” is the