Factors influence customers’ mobile shopping continuance intention: a study of Ho Chi Minh City consumers

Abstract

This study delves into the impact of customers' perceived value, specifically utilitarian values (UV), on their continuance intention (MCI) within the mobile shopping context. The framework adopted for this exploration is the Expectation Confirmation Model (ECM), which focuses on satisfaction (SA) and perceived usefulness (PUS). Furthermore, perceived risk (PR) and trust (TR) are examined as additional factors influencing customers' continuance intention in mobile shopping. Data for this investigation were collected through a survey conducted in Ho Chi Minh City involving 220 participants. The outcomes revealed significant impacts of utilitarian values, satisfaction, and trust on customers' continuance intention in mobile shopping. Conversely, perceived risk displayed a negative impact on customers' MCI. However, the study found that perceived usefulness did not significantly affect customers' continuance intention in mobile shopping. The author subsequently provides comprehensive discussions of these findings, outlining the implications and limitations of the study. These results offer valuable insights for mobile shopping commerce retailers, enabling them to understand better and influence customer continuance intentions, thereby enhancing their strategies to foster continued customer engagement and satisfaction.