Open AccessPERCEIVED BENEFIT OF MOBILE COMMERCE TO THE CUSTOMERS IN HO CHI MINH CITY: THE MULTI-DIMENSION CONCEPT APPROACH
Author(s) -
Bùi Thành Khoa,
Nguyễn Minh Tuấn
Publication year - 2020
Publication title -
khoa học và công nghệ
Language(s) - English
Resource type - Journals
ISSN - 2525-2267
DOI - 10.46242/jst-iuh.v42i06.248
Subject(s) - ho chi minh , vietnamese , boom , business , database transaction , dimension (graph theory) , mobile commerce , marketing , advertising , mobile apps , computer science , geography , engineering , world wide web , philosophy , linguistics , cartography , mathematics , scale (ratio) , environmental engineering , pure mathematics , programming language
The increase in the number of mobile device users, along with the development of wireless network technology, that have created a boom in mobile commerce since 2015 in Vietnam in general, and in Ho Chi Minh City in particular. Despite being a potential transaction type, the growth of mobile commerce has been declining in recent years, and customers are less interested in this type of transaction.Therefore, the businesses have to provide many benefits to the customers to not only attract the newcustomer, but retain the existing customers. The study explores and assesses the perceived benefits ofmobile commerce toward the customers in the Vietnamese market generally, and Ho Chi Minh City particularly. The results of qualitative and quantitative research have shown four main benefits of mobilecommerce, including convenience, selection, hedonic shopping, and ease of access. At the same time, theresearch proposes implications for businesses that are trading through applications in mobile devices.