Elevating M-Commerce: Exploring Trust and Purchase Intentions in Mobile App Shopping in Vietnam

Mobile shopping has emerged as a significant part of the global e-commerce landscape. Given the growing prominence of the mobile e-commerce sector in Vietnam, conducting research this market is both timely and pertinent. Hence, this study focuses on examining the factors that influence the trust in mobile shopping apps and their intent to make mobile shopping purchases. The results show that user experience, online customer review and mobile app design significantly effect on trust in mobile shopping apps, subsequently, influencing purchase intention. However, it's noteworthy that attitudes towards social networking site (SNS) advertising do not have a significant effect on trust in mobile shopping apps