Abstract

About four years ago, in Vietnam, there was not a lot of people use smartphones and they seem to be the items of the rich and the connoisseur. However, at the present time, mobile phone and smartphones have become an indispensable part of daily lives. Nowadays, with the rapid development of mobile device, retailers and mobile service providers are facing up to new challenges and opportunities. This study try to clarify consumer adoption of mobile shopping as a future shopping channel. It also provides understanding into the factors driving on customers’ purchase intention through mobile shopping in Vietnam. A questionnaire was constructed and data were collected from 203 users of Mshopping services in Vietnam. The results of this study will develop a conceptual framework based on using mobile shopping adoption of the people in Vietnam.