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Mobile apps or apps are an important part of omnichannel retail. Although the adoption and usage of apps for marketing and sales purposes have grown in recent years, there is little academic research written about this field in Vietnam. The aim of this paper is to predict the behavior to use apps for the information-sharing activity of the mom and kid chains’ customers in Ho Chi Minh City. The multiple regression linear method was used to test the research model. The research result showed that four factors positively influence customer behavior to use apps to share information, including hedonic motivation, perceived informativeness, perceived personalization and social influence; Frequency of app using is a significant moderate variable of the model. 138 Lê Thị Huệ Linh. Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh, 13(2), 137-151

tạp chí khoa học đại học mở thành phố hồ chí minh - kinh tế và quản trị kinh doanh/tạp chí khoa học đại học mở thành phố hồ chí minh- kinh tế và quản trị kinh doanh

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