Consumer Behavior Intention towards M-Commerce in Vietnam

Abstract

Mobile commerce (M-commerce) refers to the ability to conduct wireless commerce transactions using mobile applications in mobile devices. It is a new concept and is emerging in a context of an established norms, rules and standards. Mobile commerce is marking the start of new era of innovation in business. M-commerce will continue to extend the way organizations conduct business, and change the relationships between companies, customers, suppliers and partners. Advances in wireless technology have increased the number of people using mobile devices and accelerated the rapid development of M-commerce conducted with these devices. This research explores how Vietnamese are influenced to adopt the M-commerce. The research employs the Technology Acceptance Model (TAM) to examine factors affecting the Vietnamese’s attitude toward this emerging mobile technology and applications. This study presents an extended technology acceptance model that integrates innovation diffusion theory to investigate what determine user mobile commerce acceptance, in which we explore the relationships among those following factors, namely, perceived usefulness, perceived ease of use, perceived trust , perceived self – efficacy, attitude toward using M-commerce and behavior intention to use M-commerce