PERCEIVED BENEFIT OF MOBILE COMMERCE TO THE CUSTOMERS IN HO CHI MINH CITY: THE MULTI-DIMENSION CONCEPT APPROACH

Abstract

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 new
customer, but retain the existing customers. The study explores and assesses the perceived benefits of
mobile 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 mobile
commerce, including convenience, selection, hedonic shopping, and ease of access. At the same time, the
research proposes implications for businesses that are trading through applications in mobile devices.