A Study on Factors Affecting Online Shopping Intention Through Mobile Shopping Applications Of Gen Z: A Case Study In Vietnam

Abstract

Developing mobile shopping applications is a trend in the world and Vietnam. In addition, the popularization of the Internet makes online shopping increasingly popular with many generations of consumers in the era of digital transformation, and the dominant generation is generation Z. On the basis of researching related theories, the author proposes to propose a model to research factors affecting online shopping intentions through mobile applications of generation Z in the Vietnamese market. As a result, the research model was achieved with 8 observed variables and 35indicators that directly impact the intention to shopping online through mobile shopping applications of generation Z in the Vietnamese market: Trust Factor, Perceived Risk, Effort Expectancy, Price Factor, Social Influence, Facilitating Conditions, Performance Expectancy.