Consumers’ intention to use APPs to purchase in physical stores Evidence from Vietnam

Abstract

With the popularity of the Internet and smartphones, many stores are launching mobile APPs to make shopping more convenient for consumers. A new business model, Online to Offline (O2O), is becoming more popular in different businesses. More consumers are using APPs to buy things in physical stores. Therefore, based on the Value-based Adoption Model (VAM), the study aims to investigate the factors that influence the APP-adoption intention of consumers. Specifically, the current study attempts to investigate the relationships between promotional benefits, technicality, value perception, and adoption intention among mobile APP users. With a sample of 200 participants who are using McDonald’s mobile APP in Vietnam, this study conducted a quantitative research method, using regression analysis for hypothesis testing. The findings show that the benefits of sales promotion (savings, quality, convenience, and value expression) from the providers and the APP’s technicality have a significant influence on consumers’ APP-value perception and APP adoption intention. Besides, value perception has a positive influence on consumers’ intention to adopt mobile APPs. The findings provide implications for practitioners to develop and apply new mobile APPs from the perspective of improving consumers' value cognition.