(Luận văn) factors affecting intentions to use mobile content services in ho chi minh city

Mbus_HuynhTracSieu_MasterThesis_02252015.docx

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COVER
ACKNOWLEDGEMENT
ABSTRACT
TABLE OF CONTENTS
LIST OF FIGURES
LIST OF TABLES
LIST OF ABBREVIATIONS
CHAPTER 1. INTRODUCTION
1.1 Research Background
1.2 Research Motivation
1.3 Research Objectives
1.4 Research Scopes
1.5 Significance of the Research
1.6 Research Methodology
1.7 Structure of Research
1.8 Summary

CHAPTER 2. LITERATURE REVIEW AND RESEARCH MODEL
2.1 Mobile Content Services
2.2 Theory of Reasoned Action
2.3 Theory of Planned Behavior
2.4 Technology Acceptance Model
2.4.1. Revised Original TAM with Separate Affective and Cognitive Attitude
2.4.2. Perceived Convenience – An External Variable of TAM

2.5 Perceived Mobility

2.6 Research Model and Hypothesis Development
2.6.1. Theoretical Model
2.6.2. The Competitive Model

2.7 Summary
CHAPTER 3. RESEARCH METHODOLOGY
3.1 Research Process
3.2 Construct Measurement
3.3 Measurement Refinement
3.3.1. Qualitative Pilot Study
3.3.2. Quantitative Pilot Study
3.4 Main Study
3.5 Data Analysis
3.5.1. Confirmatory Factor Analysis
3.5.2. Structural Equation Modeling

3.6 Summary

CHAPTER 4. DATA ANALYSIS AND RESULTS
4.1 Sample Specification
4.2 Confirmatory Factor Analysis
4.3 SEM Approach for Theoretical Model
4.4 Optimized the Theoretical Model
4.5 Competitive Model Test
4.6 Applying Bootstrap Procedure
4.7 Hypotheses Testing
4.8 Construct Effects
4.9 Models’ Generalized Squared Multiple Correlation ()
4.10 Summary

CHAPTER 5. CONCLUSIONS, IMPLICATIONS AND LIMITATIONS
5.1 Conclusions
5.2 Managerial Implications

5.3 Limitation and Further Research
REFERENCES
Appendix A.
Appendix B.Final Questionnaire (Main Study-English Version)
Appendix C.Final Questionnaire (Main Study-Vietnamese Version)
Appendix D. EFA results
Appendix E. CFA Results
Appendix F. SEM Results