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2023 | OriginalPaper | Buchkapitel

Generation X’s Shopping Behavior in the Electronic Marketplace Through Mobile Applications During the COVID-19 Pandemic

verfasst von : Bui Thanh Khoa

Erschienen in: Information Systems Research in Vietnam

Verlag: Springer Nature Singapore

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Abstract

Thanks to the prevalence of mobile applications (mobile apps), consumer behavior is shifting from conventional to online. Globally, mobile commerce has taken precedence over other forms of transaction due to the impact of the COVID-19 pandemic except for Generation X (Gen X) customers. They have restricted access to modern technologies and are critically impacted by the COVID-19 pandemic. Hence, this chapter applied the Theory of Acceptance and Use of Technology model (UTAUT), and Task-technology fit models (TTF) to determine how the pandemic and Gen X characteristics affect buying behaviors in the electronic marketplace. The primary research method was the quantitative approach, in which data was collected from 467 respondents through a structured questionnaire. The findings indicate that Gen X consumers’ mobile commerce buying intentions are influenced favorably by mobile shopping (m-shopping) efficiency, effort expectancy, and the perceived severity of COVID-19. Generation X’s shopping behavior in the e-marketplace through mobile apps was also affected by the usability of mobile applications and their desire to purchase online. Additionally, the Gen X consumers’ expectation of effort was negatively impacted by the usability of mobile apps.

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Titel: Generation X’s Shopping Behavior in the Electronic Marketplace Through Mobile Applications During the COVID-19 Pandemic
verfasst von: Bui Thanh Khoa
Verlag: Springer Nature Singapore
Buch: Information Systems Research in Vietnam
Print ISBN: 978-981-19-3803-0

Electronic ISBN: 978-981-19-3804-7

Copyright-Jahr: 2023
DOI: https://doi.org/10.1007/978-981-19-3804-7_8

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