IDEAS home Printed from https://ideas.repec.org/a/bjw/econen/v15y2025i2p20-36.html
   My bibliography  Save this article

How vividness and review quality influence purchase intention in mobile shopping

Author

Listed:
  • Anh Thi Van Pham

    (University of Pécs, Pécs)

  • Trung Minh Ngo

    (University of Pécs, Pécs)

Abstract

This study investigates the effects of vividness (a web/app stimulus) and review quality (a situational stimulus) on consumers’ risk perception and purchase intention in Vietnamese mobile shopping. In doing so, we analyzed quantitative research involving 400 respondents using Structural Equation Modeling (SEM). The findings show that a compelling and sociable experience has a significant effect on mitigating consumers’ perceived risk while increasing their purchase intention. Creating the experience involves utilizing vivid features and high-quality online reviews from previous consumers. These results enrich the existing literature by supporting the use of the SOR model and introducing presence as a stimulus to explain consumers’ risk perceptions and purchase behaviors. Furthermore, the study provides valuable guidance in app design that can stimulate purchases while lowering online perceived risk.

Suggested Citation

  • Anh Thi Van Pham & Trung Minh Ngo, 2025. "How vividness and review quality influence purchase intention in mobile shopping," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 15(2), pages 20-36.
    • Handle: RePEc:bjw:econen:v:15:y:2025:i:2:p:20-36
    DOI: 10.46223/HCMCOUJS.econ.en.15.2.3128.2025
    as

    Download full text from publisher

    File URL: https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/3128/2202
    Download Restriction: no
    File URL: https://libkey.io/10.46223/HCMCOUJS.econ.en.15.2.3128.2025?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Bashir, Shahid & Khwaja, Muddasar Ghani & Mahmood, Asif & Turi, Jamshid Ali & Latif, Khawaja Fawad, 2021. "Refining e-shoppers’ perceived risks: Development and validation of new measurement scale," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    2. Yim, Mark Yi-Cheon & Chu, Shu-Chuan & Sauer, Paul L., 2017. "Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective," Journal of Interactive Marketing, Elsevier, vol. 39(C), pages 89-103.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Nawres, Darragi & Nedra, Bahri-Ammari & Yousaf, Anish & Mishra, Abhishek, 2024. "The role of augmented reality in shaping purchase intentions and WOM for luxury products," Journal of Business Research, Elsevier, vol. 171(C).
    2. Songhong Chen & Yuanshu Tian & Siyun Pei, 2024. "Technological Use from the Perspective of Cultural Heritage Environment: Augmented Reality Technology and Formation Mechanism of Heritage-Responsibility Behaviors of Tourists," Sustainability, MDPI, vol. 16(18), pages 1-23, September.
    3. Wang, Bin & Shu, Min & Liu, Yunyao & Xie, Fengyuan & Wang, Jin, 2024. "Who do you want to purchase with? The effect of naming strategy on consumer participation in online group purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    4. Zhang, Min & Li, Yiwei & Sun, Yuxuan & Sun, Lin, 2025. "I feel it, I buy it: Deploy AR-based product presentation to generate satisfying tactile experiences in online retail," Journal of Business Research, Elsevier, vol. 194(C).
    5. Recalde, Daniella & Jai, Tunmin Catherine & Jones, Robert Paul, 2024. "I can find the right product with AR! The mediation effects of shopper engagement on intent to purchase beauty products," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    6. Hsu, Wen-Chin & Lee, Mu-Heng & Zheng, Kai-Wen, 2024. "From virtual to reality: The power of augmented reality in triggering impulsive purchases," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    7. Yonit Rusho & Ganit Richter & Daphne Ruth Raban, 2024. "Assessing the Value of Information in an Augmented Reality City Experience," Future Internet, MDPI, vol. 16(12), pages 1-14, December.
    8. Hyoryung Nam & Yiling Li & P. K. Kannan & Jeonghye Choi, 2025. "Liability of foreignness in immersive technologies: evidence from extended reality innovations," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 56(3), pages 422-439, April.
    9. Joerß, Tom & Hoffmann, Stefan & Mai, Robert & Akbar, Payam, 2021. "Digitalization as solution to environmental problems? When users rely on augmented reality-recommendation agents," Journal of Business Research, Elsevier, vol. 128(C), pages 510-523.
    10. Zhi-Hu Zhang & Heng-Chiang Huang, 2025. "Enhancing Sustainable Tourism Through Virtual Reality: The Role of Collectable Experiences in Well-Being and Meaning in Life," Sustainability, MDPI, vol. 17(13), pages 1-35, June.
    11. Francesca Serravalle & Milena Viassone & Giacomo Chiappa, 2022. "Sensory disclosure in an augmented environment: memory of touch and willingness to buy," Italian Journal of Marketing, Springer, vol. 2022(4), pages 401-417, December.
    12. Tiutiu Miriam & Dabija Dan-Cristian, 2023. "Improving Customer Experience Using Artificial Intelligence in Online Retail," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 17(1), pages 1139-1147, July.
    13. Poushneh, Atieh, 2021. "How close do we feel to virtual product to make a purchase decision? Impact of perceived proximity to virtual product and temporal purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    14. Scholz, Joachim & Duffy, Katherine, 2018. "We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 11-23.
    15. Stefan Hoffmann & Tom Joerß & Robert Mai & Payam Akbar, 2022. "Augmented reality-delivered product information at the point of sale: when information controllability backfires," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 743-776, July.
    16. Fuyong Lu & Xian Huang & Xintao Wang, 2022. "Willingness to Pay for Mobile Health Live Streaming during the COVID-19 Pandemic: Integrating TPB with Compatibility," Sustainability, MDPI, vol. 14(23), pages 1-22, November.
    17. Alrawad, Mahmaod & Lutfi, Abdalwali & Alyatama, Sundus & Al Khattab, Adel & Alsoboa, Sliman S. & Almaiah, Mohammed Amin & Ramadan, Mujtaba Hashim & Arafa, Hussin Mostafa & Ahmed, Nazar Ali & Alsyouf, , 2023. "Assessing customers perception of online shopping risks: A structural equation modeling–based multigroup analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    18. Yim, Mark Yi-Cheon & Yoo, Chan Yun, 2020. "Are Digital Menus Really Better than Traditional Menus? The Mediating Role of Consumption Visions and Menu Enjoyment," Journal of Interactive Marketing, Elsevier, vol. 50(C), pages 65-80.
    19. Mohamed Daassi & Sana Debbabi, 2021. "Intention to reuse AR-based apps: The combined role of the sense of immersion, product presence and perceived realism," Post-Print hal-03372420, HAL.
    20. Shi, Xiaoxiao & Evans, Richard & Shan, Wei, 2022. "Solver engagement in online crowdsourcing communities: The roles of perceived interactivity, relationship quality and psychological ownership," Technological Forecasting and Social Change, Elsevier, vol. 175(C).

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    JEL classification:

    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bjw:econen:v:15:y:2025:i:2:p:20-36. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Vu Tuan Truong (email available below). General contact details of provider: https://journalofscience.ou.edu.vn/index.php/econ-en .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.