The Use of Shopping Apps to Maintain and Improve Loyalty in Emerging Economies: Vietnam Case Study
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Abstract
Due to the global economic slowdown and social changes caused by the coronavirus pandemic, it has become important to maintain and improve customer loyalty for mobile sales apps, especially in emerging countries where there is room for further development. This study seeks to shed light on the ways in which trust, enjoyment, and perceived risk contribute to the maintenance and improvement of mobile loyalty in the emerging economy of Vietnam. To this end, we carried out a survey among consumers who use Vietnamese B2C sales apps. Conducted online among Vietnamese consumers between October 21-28, 2021, the survey gained valid responses from 700 people (response rate: 100%). We use SPSS to analyze the data from the questionnaire. The results show that in the Vietnamese market, trust and enjoyment have a positive effect on mobile loyalty, while the relationship between mobile loyalty and three demographic elements (sex, number of times purchased, and region) varies.
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