Main Article Content
The development of technology has changed comprehensively the working ways, bussiness methods, and marketing strategies of enterprises. In the tendency of digital transformation, marketing 4.0 can be compared to the backbone of the present companies in general, and import-export businesses in particular. The purpose of this paper is to measure the influence of the factors on the intention to use marketing 4.0 in the import-export commercial service enterprises in Ho Chi Minh City. In addition to qualitative research methods to confirm and adjust the scale, the research also uses quantitative research methods through a survey of 182 companies to consider influencing factors to the intention to use marketing 4.0 in the import-export commercial service enterprises. The result indicated that there are 4 factors affecting the intention of using marketing 4.0 in such businesses, which includes: (1) Compatibility, (2) Attitude towards the use of marketing 4.0, (3) Perceived usefulness and (4) Perceived barriers to use. In which the factor "Compatibility" has the strongest influence. From the results achieved, the study has proposed several administrative implications and recommendations to improve the intention to use marketing 4.0 in businesses.