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How vividness and review quality influence purchase intention in mobile shopping

Author

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  • 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
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    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.
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    More about this item

    Keywords

    intention; mobile commerce; perceived risk; purchase presence; the SOR model;
    All these 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

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