A STUDY ON TRADE-OFF BETWEEN BENEFIT AND COST WHEN USING ONLINE SERVICES: CASE OF MOBILE COMMERCE IN VIETNAM

Abstract

Mobile commerce (m-commerce) has brought many benefits to customers such as trust, the information interest, and ability control. However, customer must also accept transaction costs such as privacy concern and perceived vulnerability in the mobile commerce transaction. This study aims to explore the trade-off between customers' benefit and cost when trading through mobile devices, focusing on the information and privacy of customer. With qualitative research and quantitative research method, the study has shown trust, information interest, and control ability to affect perceived values positively; privacy concern and perceived vulnerability negatively affect perceived value in the context of mobile commerce. Some managerial implications are also proposed based on the research result.