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

In: Information Systems Research in Vietnam

Author

Listed:
  • Bui Thanh Khoa

    (Industrial University of Ho Chi Minh City)

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.

Suggested Citation

  • Bui Thanh Khoa, 2023. "Generation X’s Shopping Behavior in the Electronic Marketplace Through Mobile Applications During the COVID-19 Pandemic," Springer Books, in: Nguyen Hoang Thuan & Duy Dang-Pham & Hoanh-Su Le & Tuan Q. Phan (ed.), Information Systems Research in Vietnam, pages 117-131, Springer.
    • Handle: RePEc:spr:sprchp:978-981-19-3804-7_8
    DOI: 10.1007/978-981-19-3804-7_8
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