Factors affecting the intention to use online shopping apps in Ho Chi Minh City

Abstract

This study aims to identify factors affecting the intention to use online shopping apps of Vietnamese consumers. The results indicate the suitability of the theoretical model for market data. Some hypotheses in the model are also accepted. Based on theory of technology acceptance suggested in previous studies, the authors identified five out of eight tested factors that influence the intention to use online shopping apps. In particular, the results from multiple regression analysis on a dataset of 315 customers show that flexibility, habit, trust, hedonic motivation and perceived risk have a direct impact on the intention to use online shopping apps. This study is expected to provide e-commerce companies an overview of the customers who use mobile apps for online shopping and thereby allowing them to develop and improve their apps as well as design strategic plans.