How vividness and review quality influence purchase intention in mobile shopping
This study investigates the effects of vividness (a web/app stimulus) and review quality (a situational stimulus) on consumers’ risk perception and purchase intention in Vietnamese mobile shopping. In doing so, we analyzed quantitative research involving 400 respondents using Structural Equation Mod...
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| Format: | Article |
| Language: | English |
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HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE
2024-09-01
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| Series: | Ho Chi Minh City Open University Journal of Science - Economics and Business Administration |
| Subjects: | |
| Online Access: | https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/3128 |
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| _version_ | 1850024167219396608 |
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| author | Anh Thi Van Pham Trung Minh Ngo |
| author_facet | Anh Thi Van Pham Trung Minh Ngo |
| author_sort | Anh Thi Van Pham |
| collection | DOAJ |
| description | This study investigates the effects of vividness (a web/app stimulus) and review quality (a situational stimulus) on consumers’ risk perception and purchase intention in Vietnamese mobile shopping. In doing so, we analyzed quantitative research involving 400 respondents using Structural Equation Modeling (SEM). The findings show that a compelling and sociable experience has a significant effect on mitigating consumers’ perceived risk while increasing their purchase intention. Creating the experience involves utilizing vivid features and high-quality online reviews from previous consumers. These results enrich the existing literature by supporting the use of the SOR model and introducing presence as a stimulus to explain consumers’ risk perceptions and purchase behaviors. Furthermore, the study provides valuable guidance in app design that can stimulate purchases while lowering online perceived risk. |
| format | Article |
| id | doaj-art-ecc1f84cd7574cbe93e37c04b2e913ba |
| institution | DOAJ |
| issn | 2734-9314 2734-9586 |
| language | English |
| publishDate | 2024-09-01 |
| publisher | HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE |
| record_format | Article |
| series | Ho Chi Minh City Open University Journal of Science - Economics and Business Administration |
| spelling | doaj-art-ecc1f84cd7574cbe93e37c04b2e913ba2025-08-20T03:01:11ZengHO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCEHo Chi Minh City Open University Journal of Science - Economics and Business Administration2734-93142734-95862024-09-01152203610.46223/HCMCOUJS.econ.en.15.2.3128.20252198How vividness and review quality influence purchase intention in mobile shoppingAnh Thi Van Pham0Trung Minh Ngo1University of Pécs, PécsUniversity of Pécs, PécsThis study investigates the effects of vividness (a web/app stimulus) and review quality (a situational stimulus) on consumers’ risk perception and purchase intention in Vietnamese mobile shopping. In doing so, we analyzed quantitative research involving 400 respondents using Structural Equation Modeling (SEM). The findings show that a compelling and sociable experience has a significant effect on mitigating consumers’ perceived risk while increasing their purchase intention. Creating the experience involves utilizing vivid features and high-quality online reviews from previous consumers. These results enrich the existing literature by supporting the use of the SOR model and introducing presence as a stimulus to explain consumers’ risk perceptions and purchase behaviors. Furthermore, the study provides valuable guidance in app design that can stimulate purchases while lowering online perceived risk.https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/3128intentionmobile commerceperceived riskpurchase presencethe sor model |
| spellingShingle | Anh Thi Van Pham Trung Minh Ngo How vividness and review quality influence purchase intention in mobile shopping Ho Chi Minh City Open University Journal of Science - Economics and Business Administration intention mobile commerce perceived risk purchase presence the sor model |
| title | How vividness and review quality influence purchase intention in mobile shopping |
| title_full | How vividness and review quality influence purchase intention in mobile shopping |
| title_fullStr | How vividness and review quality influence purchase intention in mobile shopping |
| title_full_unstemmed | How vividness and review quality influence purchase intention in mobile shopping |
| title_short | How vividness and review quality influence purchase intention in mobile shopping |
| title_sort | how vividness and review quality influence purchase intention in mobile shopping |
| topic | intention mobile commerce perceived risk purchase presence the sor model |
| url | https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/3128 |
| work_keys_str_mv | AT anhthivanpham howvividnessandreviewqualityinfluencepurchaseintentioninmobileshopping AT trungminhngo howvividnessandreviewqualityinfluencepurchaseintentioninmobileshopping |