Munich Personal RePEc Archive

The impact of online shopping motivation on customer loyalty in Mobile Applications

Nguyen, Nguyen-Hong and Nguyen, Luan-Thanh (2023): The impact of online shopping motivation on customer loyalty in Mobile Applications. Forthcoming in: Vietnam National Conference-ERS2024 (1 February 2024)

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With the rapid advancement of technology, online shopping has become increasingly popular, revolutionizing the way consumers make purchases. In recent years, mobile applications have emerged as a convenient platform for online shopping, providing users with anytime, anywhere access to a wide range of products and services. This research aims to investigate the impact of online shopping motivation on consumer behavior within the context of mobile applications, through the Reasoned Action Theory (TRA). Non-probability sampling with judgmental sampling has been chosen as a result. The study develops five hypotheses which are tested using a sample of 99 participants (n=99). Before exploring and elucidating factors affecting customer loyalty, data from citizens of HCMC was gathered using a questionnaire. Hedonic shopping motivation (HSM), utilitarian shopping motivation (USM), perceived ease of use (PEU), perceived quality (PCQ), and experiential value (EXV) were expected to influence the relationships. The results of this study have important consequences for m-commerce practitioners and researchers alike to enhance knowledge of online buying motivation specifically in the setting of mobile applications.

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