Factors Affecting Behavioral Intention and Actual Use of Mobile Apps in Vietnam
Journal Title: International Journal of Marketing and Technology - Year 2017, Vol 7, Issue 10
Abstract
Since the mobile phone industry in Vietnam presents very high growth potential, especially for mobile Apps, it is crucial and necessary to understand the behavioral intention and actual usage of Vietnamese smartphone users when using mobile Apps. Although mobile apps are already an influential medium in the new media industry as a whole, these apps have received little academic attention within the communication and marketing literature, especially in Vietnam perspective. Based on theoretical framework of Technology Acceptance Model (TAM), this study develops and tests a hypothesized model to explain antecedents affecting smartphone user’s behavioral intention and their actual app usage in Vietnam population. The regression analysis resulted to a final model with three significant factors having directly influences on user’s behavioral intention to use mobile Apps, as well as showing the direct influence of user’s behavioral intention on their actual Apps usage. Beside marketing implications, this study also offers insight into various theoretical applications to the field of mobile communication research by suggesting a conceptual model for the acceptance of mobile apps.
Authors and Affiliations
Dinh Khiem (Johny) Mai And James Cho
Keywords
Related Articles
- EP ID EP19672
- DOI -
- Views 340
- Downloads 19
Banking Services and Customer Satisfaction: a study on Bank branches in Udaipur district, Rajasthan
It is important that banks deliver quality services which in turn results in customer satisfaction in today’s competitive banking environment. Customer satisfaction is important to the success of every business organiz...
AN EMPIRICAL STUDY OF RECEIVABLES MANAGEMENT IN REAL ESTATE SECTOR OF INDIA
Financial performance of any firm is based on financial structure, working capital, and profitability. Working capital is considered to be lifeblood and controlling nerve centre of the business. It is the management of...
Customer Loyalty towards Kiranas in Competitive Environment; A Case study
Retailing in India is emerging as a one of the largest industries estimated to account for more than 10 per cent of the country‟s GDP and around 8 per cent of the employment thereby having the distinction of being the...
THE EFFECT OF ELECTRONIC BANKING ON CUSTOMER SERVICE DELIVERY IN NIGERIA
In recent times banking industry in Nigeria has undergone a full Business Process Re-engineering (BPR). There is a conspicuous change in mode of operations. Most basic business transactions are executed online. This st...
Early Attrition: Cause of Concern for Human Resources
The BPO industry in India has become a growth engine for the economy. It has achieved staggering growth in the last 10 years of its operation, adding 5 million jobs and USD 15 billion in its revenue. 5 million jobs na...