Abstract

Electronic Commerce (E-Commerce) with outstanding advantages has been changing the traditional shopping way of customers all over the world. Recently, Mobile Electronic Commerce (M - Commerce) trend with the flexibility and integration of M-Commerce based on mobile applications are opening up a further outlook in the field of online shopping. However, there are still some new barriers to persuading customers to participate in the use of M-Commerce services. The objective of this study is to propose a model that can verify the factors that influence the intent to use the M-Commerce service in the context of individual customers in Vietnam. Based on the Technology Acceptance Model combined with the expansion of three additional components (1) Perceived enjoyment - PE, (2) Perceived security - PS, và (3) Concern for social media information privacy - CFSMIP. Consequently, six elements and eight hypotheses were proposed in the model of intent to use the mobile commerce services of individual customers.