FACTORS INFLUENCING THE INTENTION AND BEHAVIOR OF USING MOBILE COMMERCE SERVICES: THE CASE OF VENDORS IN THE INFORMAL SECTOR IN HO CHI MINH CITY

Abstract

In the process of digitalizing the economy, access to technology is no longer an exclusive privilege of formal enterprises but is gradually permeating informal economic activities. Currently, many business establishments are beginning to adopt mobile commerce (m-commerce) services to enhance operational efficiency. However, vendors operating within the informal economy remain hesitant to embrace such technologies. Therefore, this study aims to explore the determinants that drive their intention to use m-commerce services, thereby promoting actual usage behavior. Data were collected from 252 informal vendors using quota sampling and analyzed with SPSS and SmartPLS. The findings indicate that usage intention plays a crucial mediating role, linking six positively influential factors to actual usage behavior: perceived trust, social influence, perceived ease of use, perceived usefulness, facilitating conditions, and hedonic motivation. Based on these insights, the study also offers managerial implications to encourage vendors in the informal sector to adopt mobile commerce in their business operations.