Antecedents of intention and usage toward customers' mobile commerce: Evidence in Vietnam

Abstract

This study seeks to discover the underlying drivers that can influence Vietnamese consumers' adoption of mobile commerce. We extended the traditional Technology Acceptance Model (TAM) by integrating the quality dimensions, personal innovativeness, playfulness and cost factors. Based on the theoretical background, a hypothetical research model and research hypotheses were developed and tested by using data collected from the questionnaire survey. The results showed that, across hedonic and utilitarian tendencies, consumers in Vietnam are not willing to pay for mobile commerce, even if the service is useful and easy to use. This result is consistent with the findings of previous studies in China and Malaysia, which have the same developing country context as Vietnam. This study is also undertaken to evaluate the moderating role of utilitarian and hedonic tendencies toward mobile commerce usage, to provide insights for service providers in order to formulate specific products or applications that match with and satisfy customers' needs better than those of their competitors. Managerial implications and limitations of the study results are also discussed.