Effects of Mobile Commerce on Customer Usage Intention: An Empirical Study in Viet Nam

Mobile commerce has been rapidly developing in the recent years and it plays an important role in many aspects. In Vietnam, there are limited studies researching mobile commerce and its impacts. Therefore, this study aimed to discover the factors that influence the intentions of Vietnamese consumers to use mobile commerce. Based on the theoretical background, the research model and its hypotheses were tested and developed by collecting the data from a questionnaire survey. This research provides thirteen hypotheses to determine the main factors that contribute to intention to use of mobile commerce system. Based on the traditional Technology Acceptance Model (TAM), the research included more dimensions into the study including trust, cost and playfulness factors. The results are based on the data analysis collected from 235 Vietnamese participants through a face-to-face, a paper survey and online questionnaire. The result showed that the intention to use dominantly affected the mobile commerce usage in this model. Perceived usefulness and perceived ease of use in this paper did not affect directly to intention to use, however, PU directly affected mobile commerce usage and PEOU indirectly affects intention to use through perceived playfulness. Intention to use has direct effect on perceived trust and perceived playfulness while mobile commerce usage has direct influence on perceived playfulness and perceived cost. Finally, it is hoped that this study could provide the outcomes to help further research to have a better insight into Vietnamese consumer behavior as well as business players to develop better strategies in mobile commerce market