Abstract
In the current era of globalization, the e-commerce market is becoming increasingly fierce. Mobile devices are becoming more and more integrated into people's lives, especially smartphones, which have become popular and ubiquitous in daily life. Therefore, the positive emotional factor of online shopping app users on smartphones is of great concern to online retailers nowadays. The objective of this study is to evaluate the factors that affect the emotions of online shopping app users on smartphones in Vietnam. An online survey was conducted with 300 people who are currently using online shopping apps on smartphones in Vietnam. The author used a combination of qualitative and quantitative methods, with SPSS 20 software used for data analysis and processing. After verifying the reliability of the Cronbach's Alpha scale, running EFA, and regression models, the results showed that unique design, visual attractiveness, usability, information relevance, ease of payment, and security have an impact on positive emotions of users. Among these factors, security has the strongest impact compared to others. Thus, management implications for mobile app service providers can be drawn from this study.
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