| dc.description.abstract | Nowadays, e-commerce market, especially mobile commerce market, is really potential in Vietnam. However, very few customers conduct online purchasing by their smartphones and tablets. In other words, the potential of mobile commerce market has not been promoted. To attract more people engaging online shopping on mobile devices, firstly, providers of mobile shopping services need to know the elements affect customer’s shopping intention and then carrying out interventions that change those affecting factors. Therefore, it is necessary to conduct a research about this problem.
This study aims to investigate whether the following factors, which are ease-of-access, usefulness, enjoyment, anxiety, price value, and trust affect online shopping intention on mobile applications or not. Then, it tries to evaluate the degree of impact of each factor on shopping intention by mobile applications. Finally, from the collected results, it suggests practical implications to the system providers or retailers of mobile shopping applications to help them stimulate the consumers' buying intention.
Regards the way to collect data used for the research, a survey was carried out. Among 361 survey forms were distributed, there were 300 valid questionnaires that could be used to collect data. To test the correctness of proposed hypotheses and conceptual model, Multiple Regression Analysis approach was applied.
The final results proved that the consumers’' shopping intention on mobile applications is significantly affected by ease-of-access, enjoyment, price value, and trust. The remains, which are anxiety and usefulness, do not affect the shopping intention. Among those research factors having impact on shopping intention in this study, the price value plays as the most important determinant of online shopping intention on mobile applications. The second significant factor having influence on dependent variable is the trust of customers on mobile shopping applications. The third rank belongs to the effect of enjoyment on shopping intention. And the factor having least influence on online shopping intention on mobile applications is the ease-of-access.
In terms of practical implications, the study helps system providers of mobile shopping applications to recognize which elements impede or stimulate the customers' shopping
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intention on these applications. Then, they could effectively promote the online shopping, especially shopping on mobile applications, to potential purchasers and retain the existing clients.
Keywords Online shopping intention, Online shopping, Mobile shopping applications, Ease-of-access, Usefulness, Enjoyment, Anxiety, Price value, Trust.
Paper type Research paper | en_US |
