The Influences Of Interface Quality Of Mobile Shopping Apps On The Purchase Intention Of Customers: A Case Study Of Shopee In Ho Chi Minh City
Abstract
The recent years witnessed a dramatic increase in online purchases using mobile shopping apps. In this study, we aim to investigate the influences of aspects of interface quality of the mobile shopping app Shopee on the purchase intention of customers in Ho Chi Minh City. More particularly, the researcher examines the effects of two aspects, which are visual appeal quality and general information quality of the mobile shopping app Shopee on perceived trust, perceived enjoyment and purchase intention of customers. The conceptual model is adopted from the research paper of Patel, V., Das, K., Chatterjee, R., & Shukla, Y. (2020). Using the quantitative method, the researcher gathered 303 responses, of which 254 responses are used in the data analysis process. The result of the research shows that general information quality does not affect perceived enjoyment or purchase intention. However, perceived trust has a positive influence on purchase intention. Visual appeal quality is a crucial construct that strongly impacts perceived enjoyment, purchase intention and affects perceived trust. Eventually, perceived enjoyment has an impact on both perceived trust and purchase intention.