Discussion and implications
The main contribution of this paper was the integration of Technology Acceptance Model (TAM) and Theory of Planned
Behavior (TPB) by adding the factor of trust and perceived risk in the investigation of consumer online shopping intention.
On the other hand, this paper also rechecked the vague relationship existed in previous studies between perceived risk and
online shopping intention. Results from this paper have shown that, consumer online shopping intention bears influences from
Perceived Usefulness, Perceived Ease of Use, Attitude, Subjective Norms and Perceived Risk. This shows similarity to the
result of Hsin Chang and Wen Chen (2008) researches. Thus, in order to encourage consumer online shopping intention,
retailers need to manage a way to minimize consumer’s perceived risk. For financial risk, many consumers have concern on
the risk of losing money while receiving no goods or services if they have to prepay. Therefore, online retailers may apply
Cash on Delivery method of payment or payment via third party to encourage. For product risk, in order for the buyer to
correctly evaluate a product, the seller needs to provide adequate and precise product photos. With tangible product, the seller
can use modern technology to describe their product such as 3D photo/virtual sample of the underlying good. This is because
3D image helps customer minimize perceived risk better than 2D image (Shim & Lee, 2011). For digital product such as
software, music etc., the seller should provide a trial version within a certain period of time for customer to experience and
evaluate such product before they can make any purchase decision. This paper has also pointed out that perceived ease of use
carries an impact to consumer online shopping intention. Therefore, online retailer needs to design their website user-friendly
where consumer can search, shop and precede payment at the easiest possible way. The selling website needs to be organized
sophisticatedly with integrated search engine, comparison tools to support consumer in finding their best fit solution timely.
Moreover, in view of the current globalization context, customer of online retailers is not only within their country but also
from across the globe thus website needs to use multiple languages to better suit many different target customers. Beside the
above findings, this paper also faces the following limitation. Within the context of online shopping, the risks that consumer
may faces include financial risk, seller risk, privacy risk, security risk etc. (Pavlou, 2003). However, this paper can only study
financial risk and product risk. Hence in the future, this research can be further extending to the study of security impact and
privacy risk to consumer online shopping intention.
Ref
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* Corresponding author.
E-mail address: hangocthang@neu.edu.vn (N. T. Ha)
© 2020 by the authors; licensee Growing Science, Canada
doi: 10.5267/j.msl.2020.2.009
Management Science Letters 10 (2020) 2029–2036
Contents lists available at GrowingScience
Management Science Letters
homepage: www.GrowingScience.com/msl
The impact of perceived risk on consumers’ online shopping intention: An integration of TAM
and TPB
Ngoc Thang Haa*
aNational Economics University, Vietnam
C H R O N I C L E A B S T R A C T
Article history:
Received: October 16, 2019
Received in revised format:
January 30 2020
Accepted: February 10, 2020
Available online:
February 10, 2020
The aim of this paper is to discuss and to examine the impact of the factors on Vietnamese con-
sumers’ online shopping intention based on Technology Acceptance Model (TAM) and Theory of
Planned Behavior (TPB). The questionnaire was sent directly to the respondents and through the
Internet. After 5 months collecting, there were 423 valid replies being analyzed. The data were
analyzed in accordance with the process from Cronbach's Alpha to EFA and multiple regression
technique. The results showed that perceived usefulness, perceived ease of use, attitude and sub-
jective norm had positive effects on consumers’ online shopping intention. While the factor of per-
ceived risk had a negative effect on consumers’ online shopping intention.
© 2020 by the authors; licensee Growing Science, Canada
Keywords:
Online shopping intention
Perceived risk
TAM
TPB
1. Introduction
Nowadays, online shopping has become more and more popular around the world (Wu et al., 2011). The number of internet
users who conduct their shopping online and the revenue from online retail industry are constantly increasing over time (Ozen
& Engizek, 2014). However, the percentage of Vietnamese consumers that use shopping online is lower than other countries
in the Asia-Pacific region as well as in the world (Ministry of Industry and Trade, 2014). Companies with plans for the growth
of online retailing need reliable estimates of the growth of online shopping and need to understand the factors influencing
customers’ online shopping intention (Lohse et al., 2000). It is believed that shopping intention is one of the two key factors
that carry decisive impact on customers’ shopping behavior (Blackwell et al., 2001; Mayer et al., 1995). Research on determi-
nants that impact the intention of online shopping behavior applied numerous models in which technology acceptance model
(TAM) and theory of planned behavior (TPB) has been widely used. Within this known range, TAM has been successfully
applied in the role of theoretical framework which is used to forecast online shopping intention and behavior (Gefen et al.,
2003a; Gefen et al., 2003b; Pavlou, 2003). TAM is originally introduced by Davis (1985) as an adaptation version of Theory
of Reasoned Action (TRA) (Fishbein & Ajzen, 1975). According to TAM, “intention” is directly impacted by two factors –
“perceived usefulness” and “perceived ease of use” (Davis, 1989). Similar to TAM, TPB was developed by Ajzen (1991)
based on Theory of Reasoned Action (TRA) (Fishbein & Ajzen, 1975) by adding a new factor of “Perceived Behavioral
Control” into TRA. Perceived Behavioral Control reflected the easiness or difficulty in conducting a behavior which depends
on the availability of resources and opportunities to conduct such behavior (Ajzen, 1991). According to TPB, “Behavioral
Intention” of consumer is influenced by “Attitude”, “Subjective Norms” and “Perceived Behavioral Control”.
2030
Fig. 1. Technology Acceptance Model
Source: Davis et al., 1989
TPB has been accepted and widely used in research to forecast usage intention and specific behavior of individuals. Moreover,
empirical research showed the compatibility of this model in studying consumer’s behavior within the context of online shop-
ping (George, 2004; Hansen et al., 2004). Hansen et al. (2004) tested both TRA and TPB models and the results showed that
TPB can explain consumer behavior better than TRA.
Fig. 2. Theory of Planned Behavior (TPB)
Source: Ajzen, 1991
Since both are developed from TRA basic thus TPB and TAM have certain interference with each other. Perceived Behavioral
Control is defined as an individual feeling about the ease or difficulty of conducting a behavior (Ajzen, 1991, p.188). Mean-
while, perceived usefulness is “the degree to which a person believes that using a particular system would enhance his or her
job performance” (Davis, 1989, p320). This in turn shows that Perceived Behavioral Control in TPB is similar to Perceived
Ease of Use in TAM. Beside the above mentioned factors, perceived risk is amongst the most influencing factors that prevent
consumer to online shopping intention. Because in the context of online shopping, consumer perceived risk of transactions is
higher in virtual environment given the buyer does not directly contact with seller and the underlying goods (Jarvenpaa et al.,
2000; Pavlou, 2003). Risks that consumer may face while conducting their shopping online include financial risk and product
risk (Bhatnagar et all, 2000). The impact of perceived risk to consumer online shopping intention has been investigated by
many researchers. However, results from such researches still differ from one to another. According to Hsin Chang and Wen
Chen (2008), perceived risk is a factor that negatively impact online shopping intention. However, Gefen et al. (2003b) argued
that perceived risk does not carry any direct relationship with online shopping intention. Therefore, this paper will integrate
TAM and TPB with perceived risk to research Vietnamese consumers’ online shopping intention.
2. Theoretical framework and hypothesis
Intention is a factor used in evaluation of behavior execution possibility in the future (Blackwell et al., 2001). According to
Ajzen (1991), intentions are assumed to capture the motivational factors that influence a behavior, they are indications of how
hard people are willing to try, of how much of an effort they are planning to exert, in order to perform the behavior (Ajzen,
1991, p.181). Thus, Delafrooz et al. (2011) stated that “online purchase intention is the strength of a consumer’s intentions to
perform a specified purchasing behavior via Internet” (Delafrooz et al., 2011, p.70). According to Davis et al. (1989), intention
is directly impacted by “perceived usefulness” and “perceived ease of use”. Perceived usefulness is “the degree to which a
person believes that using a particular system would enhance his or her job performance” and perceived ease of use is “the
degree to which a person believes that using a particular system would be free of effort” (Davis, 1989, p.320). In online
Perceived useful-
ness
Perceived ease of
use
Intention
Actual
Usage
System char-
acteristics
Attitude
Subjective
Norms
Intention Behavior
ế
Perceived Behav-
ioral Control
N.T. Ha / Management Science Letters 10 (2020) 2031
shopping context, perceived usefulness refers to the degree a consumer believe that online shopping will increase their pro-
curement effectiveness (Shih, 2004) and perceived ease of use is the degree where consumer believes that they won’t need
any effort doing shopping online (Lin, 2007). There is evidence that online shopping intention bears a significant impact from
perceived usefulness and perceived ease of use (Gefen et al., 2003a). Thus, the hypotheses for this paper will be:
H1: Perceived usefulness has a positive impact on online shopping intention.
H2: Perceived ease of use has a positive influence on online shopping intention.
Meanwhile, according to Ajzen (1991), intention is directly impacted by “attitude”, “Subjective Norms” and “Perceived Be-
havioral Control”. Amongst these, attitude refers to “the degree to which a person has a favorable or unfavorable evaluation
or appraisal of the behavior in question” (Ajzen, 1991, p.188). Within the context of online shopping, attitude refers to good
or bad ratings from consumer about the use of Internet to purchase goods or services from retail website (Lin, 2007, p.434).
Consumer attitude has impact on their intention (Fishbein & Ajzen, 1975). Within the context of online shopping, consumer
attitude with online shopping has been proved to carry positive impact to their shopping intention (Yoh et al., 2003). This
relationship has been supported by many other empirical studies (Lin, 2007; Pavlou & Fygenson, 2006). Thus, the hypothesis
for this paper will be:
H3: Consumer attitude has a positive impact on online shopping intention.
Subjective norms can be described as an individual perception of social pressures on conducting or not conducting certain
behavior (Ajzen, 1991, p.188). Previous studies pointed out that there is a positive relationship between subjective norms and
intention (Hansen et al., 2004; Yoh et al., 2003). Within the context of online shopping, subjective norms refer to consumer
perceptions regarding the use of online shopping by the opinions of the referent group (such as friends or colleagues) (Lin
2007, p. 434). Lin (2007) has proved that reference groups’ comment has a positive impact to consumer online shopping
intention (Lin, 2007). Thus, the hypothesis for this paper will be:
H4: Subjective norms has a positive impact on consumer online shopping intention.
Perceived risk refers to consumer awareness to uncertainty and bad consequences of his/her participation in a certain action
(Dowling & Staelin, 1994). The uncertainty involved with online transactions creates many different risks which Pavlou
(2003) has classified into: financial risk, seller risk, privacy risk (private information may be released illegally) and security
risk (credit card information theft). Some researchers had found the inverse relationship between perceived risk and online
shopping intention (Hsin Chang & Wen Chen, 2008). Thus, the last hypothesis for this research will be:
H5: Perceived risk has a negative impact on online shopping intention.
The corresponding research hypotheses are described and presented in Fig. 3.
Fig. 3. Research Model
Source: Author
Online shopping
intention (BI)
Perceived Ease of Use
(PEOU)
Perceived Usefulness
(PU)
Attitude (AT)
Subjective Norm (SN)
Perceived Risk (PR)
H1
H2
H3
H4
H5
2032
3. Research methodology
3.1. Qualitative Study
The purpose of qualitative study is to test, screen and identify the relationship between the variables in the theory model based
on such foundation to propose research methodology for this paper. Besides, this qualitative study also aims to correct and de-
velop the inherited scales from previous research. Reasons being cultural and language differences as well as development level,
thus causes the scales a need to be adapted in order to fit with Vietnamese research context. In order to achieve the mentioned
aims, the author conducted 10 depth interviews with consumers who had experienced online shoppers at several big cities in
Vietnam. Such consumers were selected carefully to ensure representativeness in terms of the following main indicators:
income, occupation, gender, education, internet experiences, online shopping experiences. Different consumers with different
characteristics being interviewed will provide multidimensional and complete information for the research to achieve preset
aims. The interviews were conducted with stop-when-no-new-factor-is-found ego. With those preset contents, the author
found no new factor in comparison with the previous interviews at the 8th conversation. However, to further ensure the research
precision, the author still conducted 2 more intensive interviewed. The author did not find any new factor in comparison with
previous interviews thus stopped intensive interview activity after the 10th one. The result from qualitative study showed that
beside perceived usefulness and perceived ease-of-use in TAM, online shopping intention also significantly impacted by trust
and perceived risk of consumer toward a certain retail website. Thus, based on this qualitative research’s result, the author devel-
oped TAM by combining 2 variables of trust and perceived risk in to this model.
3.2. Quantitative Study
3.2.1. Survey design
Survey questionnaire was built based on this paper’s research overview and adapted to match with Vietnamese research en-
vironment. The respective scales for perceived usefulness and perceived ease of use were inherited from Lin’s research (2007).
Perceived risk was measured by inherited scale from Corbitt et al. (2003) and Forsythe et al. (2006). Attitude, subjective norm
and online shopping intention within this research paper were measured by the inherited scale from Pavlou and Fygenson
(2006). Along with the combination of inherited scales from previous research, this paper also altered such scales in the
variable for trust in order to better fit with Vietnamese research environment. The variables were measured by Likert scale
from 1 to 7. Before extending the investigation in a big scale, this questionnaire was sent to some individual clients for a pre-
test (30 people). In general, the questionnaire was acceptable with minor alteration required in terms of wording and meaning
so that the respondents could avoid misunderstanding and in terms of some questions design to promote respondents’ con-
venience.
3.2.2. Sample and data collection
This research generally targeted experienced users who had used Internet for online shopping purpose in Vietnam. The ques-
tionnaires were sent directly and through Internet to the targets. There were 582 returned results in which 159 items were
invalid due to lack of information or non-target respondents. All 159 replies were excluded before data process commenced.
Therefore, the volume of official valid replies in use for analysis was 423. The sample consisted of 169 males (40.0%) and 254
females (60.0%). Sample population ranges from high school graduates (42.3%) to college/vocational school graduates (13.5%),
university graduates (32.4%), post graduates (11.1%) and other (0.7%). Income from sample population was relatively low with
62.6% earns less than VND 5 Mio/month and 37.4% earns more than VND 5 Mio/month. The demographic profile of our final
sample is presented in Table 1.
Table 1
Demographics of the sample (n = 423)
Characteristic Frequency Percentage
Gender Male 169 40.0 Female 254 60.0
Education
High school degree 179 42.3
College school degree 57 13.5
Bachelor degree 137 32.4
> Bachelor degree 47 11.1
Others 3 0.7
Average monthly income ≤ 5.000.000 VND 265 62.6 > 5.000.000 VND 158 37.4
Age group (years)
18 – 25 285 67.4
26 – 30 54 12.8
31 – 36 46 10.9
> 36 38 9.0
Source: Author
N.T. Ha / Management Science Letters 10 (2020) 2033
3.2.3. Data analysis
After screening and rejecting unsatisfactory questionnaires’ replies, the author proceeded coding and input data. Such raw
data was then being processed by SPSS and the hypotheses were tested by multiple regression technique. However, we con-
ducted scale reliability analysis and exploratory factor analysis (EFA) before multiple regression technique to test the hypoth-
eses. Scale reliability was tested by using Cronbach’s Alpha for each of the underlying factors. The purpose of this test was
to explore whether the observed variables had the same measurement for a particular measuring item. The abundant or lack
of contributed value was reflected through Corrected Item – Total Correlation. Through that, it is possible to exclude unsuit-
able factors in the underlying research model. According to Hoang & Chu (2008), a Cronbach’s Alpha ranging from 0.8 to 1
indicates a good scale, from 0.7 to 0.8 indicates that the scale is usable.
In terms of Corrected Item – Total Correlation, the scale is usable when this figure is from 0.3 and up (Hair et al., 2010).
EFA analysis is conducted for all observed variables with Varimax rotation and eigenvalue of greater than 1 to find out
representative factors of variables. According to Hair et al. (2010), the requirements for EFA analysis are: (i) KMO value is
within the range of 0.5 to 1; suitable to conduct EFA; (ii) Only the observed variables that has factor loading of greater than
0.3 will be kept in the model, those that resulted in a factor loading below this threshold will be eliminated; (iii) Total Variance
Explained is greater than 50% and (iv) Eigenvalue greater than 1. After scale reliability test and EFA analysis, the satisfied
scales will further be analyzed by taking mean values and the control variables will be coded to conduct correlation analysis.
We used Pearson (r) correlation to test the linear relationship between factors. If the correlation coefficient between dependent
and independent variables are significant then they are related and linear analysis is applicable. The absolute value of r showed
the strength of linear relationship. The closer such absolute value to 1, the stronger the relationship and vice versa.
After correlation analysis, we conducted multiple linear analysis with method Enter at a significant of 5% to test the proposed
hypotheses, the suitability of research model and the level of impact that observed variables can have on the dependent vari-
able. The paper inherited research methodology from previous studies and uses linear analysis instead of non-linear analysis.
The linear analysis of this research being employed is the OLS method. The adjusted R2 is used to identify the suitability of
the model. F analysis is used to emphasize the extension capability of this model. T analysis is used to refuse the hypotheses
that the total linear analysis result is 0.
4. Results
4.1. Reliability
Reliability of scales is tested using coefficient Cronbach's alpha for each factor. In this case, returned results for coefficient
Cronbach's alpha are all greater than 0.7 and for Corrected Item-Total Correlation are all greater than 0.5 proves that scales
used fulfill reliability requirement. Result is shown in Table 2 underneath.
Table 2
Results of reliability analysis
Factor Number of items Cronbach's Alpha Minimum of Corrected Item-Total Correlation
Perceived Usefulness 3 0.862 0.732
Perceived Ease of Use 3 0.793 0.584
Attitude 4 0.899 0.735
Subjective Norm 2 0.831 0.711
Perceived Risk 6 0.900 0.551
Online Shopping Intention 2 0.921 0.854
Source: Author
4.2. EFA analysis
KMO test and Bartlett's test of sphericity score a value of 0.852, within the allowed range from 0.5 to 1. On the other hand,
18 observed variables converging on 5 factors (in line with theoretical model) has Eigenvalue greater than 1 and explains
approximately 75% data volatility. Factor loading of observed variables are all greater than 0.5 thus all variables were kept in
the model.
2034
Table 3
Rotated Component Matrix
Component
1 2 3 4 5
PU1 0.866
PU2 0.837
PU3 0.856
PEOU1 0.814
PEOU2 0.842
PEOU3 0.679
AT1 0.832
AT2 0.82
AT3 0.867
AT4 0.794
SN1 0.819
SN2 0.852
PR1 0.659
PR2 0.712
PR3 0.898
PR4 0.886
PR5 0.87
PR6 0.867
Source: Author
4.3. Correlation analysis
Pearson correlation coefficient has been used to analyze the correlation between quantitative variables. Correlation coeffi-
cients show that the relationships between dependent variables and independent variables all have statistical meaning. On the
other hand, the magnitude of the correlation coefficients ensures no multicollinearity phenomenon. Thus, other statistical
results can be used to test the relationship between variables.
Table 4
Correlations Matrix
PU PEOU AT SN PR BI
PU
Pearson Correlation 1 .326** .411** .268** 0.075 .375**
Sig. (2-tailed) 0 0 0 0.124 0
N 423 423 423 423 423 423
PEOU
Pearson Correlation .326** 1 .467** .393** -0.006 .438**
Sig. (2-tailed) 0 0 0 0.904 0
N 423 423 423 423 423 423
AT
Pearson Correlation .411** .467** 1 .481** -.109* .545**
Sig. (2-tailed) 0 0 0 0.025 0
N 423 423 423 423 423 423
SN
Pearson Correlation .268** .393** .481** 1 -.113* .474**
Sig. (2-tailed) 0 0 0 0.02 0
N 423 423 423 423 423 423
PR
Pearson Correlation 0.075 -0.006 -.109* -.113* 1 -.322**
Sig. (2-tailed) 0.124 0.904 0.025 0.02 0
N 423 423 423 423 423 423
BI
Pearson Correlation .375** .438** .545** .474** -.322** 1
Sig. (2-tailed) 0 0 0 0 0
N 423 423 423 423 423 423
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed). Source: Author
4.4. Hypotheses testing
Result of regression analysis showed 5 independent variables: perceived usefulness, perceived ease of use, attitude, subjective
norm, and perceived risk which have standardized (beta) coefficient of 0.178, 0.177, 0.262, 0.199 and -0.284 respectively
with Sig. less than 0.05. Therefore, all five hypotheses H1, H2, H3, H4 and H5 are supported.
Table 5
Result of multiple regression of factors impact online shopping intention
Model Unstandardized Coefficients Standardized Co- t Sig. Collinearity Statistics B Std. Error Beta Tolerance VIF
1
(Constant) 1.996 0.315 6.344 0
PU 0.174 0.039 0.178 4.443 0 0.792 1.263
PEOU 0.186 0.044 0.177 4.253 0 0.726 1.377
AT 0.32 0.055 0.262 5.794 0 0.618 1.618
SN 0.214 0.045 0.199 4.758 0 0.724 1.381
PR -0.294 0.038 -0.284 -7.82 0 0.962 1.039
a. Dependent Variable: BI Source: Author
N.T. Ha / Management Science Letters 10 (2020) 2035
5. Discussion and implications
The main contribution of this paper was the integration of Technology Acceptance Model (TAM) and Theory of Planned
Behavior (TPB) by adding the factor of trust and perceived risk in the investigation of consumer online shopping intention.
On the other hand, this paper also rechecked the vague relationship existed in previous studies between perceived risk and
online shopping intention. Results from this paper have shown that, consumer online shopping intention bears influences from
Perceived Usefulness, Perceived Ease of Use, Attitude, Subjective Norms and Perceived Risk. This shows similarity to the
result of Hsin Chang and Wen Chen (2008) researches. Thus, in order to encourage consumer online shopping intention,
retailers need to manage a way to minimize consumer’s perceived risk. For financial risk, many consumers have concern on
the risk of losing money while receiving no goods or services if they have to prepay. Therefore, online retailers may apply
Cash on Delivery method of payment or payment via third party to encourage. For product risk, in order for the buyer to
correctly evaluate a product, the seller needs to provide adequate and precise product photos. With tangible product, the seller
can use modern technology to describe their product such as 3D photo/virtual sample of the underlying good. This is because
3D image helps customer minimize perceived risk better than 2D image (Shim & Lee, 2011). For digital product such as
software, music etc., the seller should provide a trial version within a certain period of time for customer to experience and
evaluate such product before they can make any purchase decision. This paper has also pointed out that perceived ease of use
carries an impact to consumer online shopping intention. Therefore, online retailer needs to design their website user-friendly
where consumer can search, shop and precede payment at the easiest possible way. The selling website needs to be organized
sophisticatedly with integrated search engine, comparison tools to support consumer in finding their best fit solution timely.
Moreover, in view of the current globalization context, customer of online retailers is not only within their country but also
from across the globe thus website needs to use multiple languages to better suit many different target customers. Beside the
above findings, this paper also faces the following limitation. Within the context of online shopping, the risks that consumer
may faces include financial risk, seller risk, privacy risk, security risk etc. (Pavlou, 2003). However, this paper can only study
financial risk and product risk. Hence in the future, this research can be further extending to the study of security impact and
privacy risk to consumer online shopping intention.
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(
Các file đính kèm theo tài liệu này:
- the_impact_of_perceived_risk_on_consumers_online_shopping_in.pdf