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http://dx.doi.org/10.13106/jafeb.2022.vol9.no6.0287

Understanding Consumer Purchase Intention via Mobile Shopping Applications: An Empirical Study from Vietnam  

VO, Thi Huong Giang (Department of Business Administration, Ho Chi Minh City University of Food Industry)
LUONG, Duy Binh (International Training Center, Saigon University)
LE, Khoa Huan (International Training Center, Saigon University)
Publication Information
The Journal of Asian Finance, Economics and Business / v.9, no.6, 2022 , pp. 287-295 More about this Journal
Abstract
With the dramatic increase in mobile usage, more and more businesses see the potential of m-commerce. This study focuses on a subcategory of m-commerce, a mobile shopping application. To understand the purchase intention via m-commerce applications, this study is aimed to identify the main factors that are related to the applications and explore the influence of these factors on consumers' mobile shopping intention. This study uses quantitative research methods and selects Vietnam as its case study. The survey responses of 450 Vietnamese mobile shoppers were analyzed using partial least squares structural equation modeling (PLS-SEM). The results indicated that online reviews, e-service quality, and information quality are significant predictors of behavior intention, and perceived risk negatively influences consumer online purchase intention via the applications. The content enriches the combined research of detailed and possible models with quality dimensions and risk perception. Practitioners such as e-retailers and developers can enhance the quality of applications and determine strategies to reach potential users and maximize revenue. M-commerce providers should pay adequate attention to credible and influential online reviews since mobile shoppers heavily rely on reading reviews before buying a product.
Keywords
Consumer Behavior; M-commerce; Mobile Applications; PLS-SEM;
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Times Cited By KSCI : 4  (Citation Analysis)
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