Factors Affecting Behavioral Intention and Actual Use of Mobile Apps in Vietnam

Since the mobile phone industry in Vietnam presents very high growth potential, especially for mobile Apps, it is crucial and necessary to understand the behavioral intention and actual usage of Vietnamese smartphone users when using mobile Apps. Although mobile apps are already an influential medium in the new media industry as a whole, these apps have received little academic attention within the communication and marketing literature, especially in Vietnam perspective. Based on theoretical framework of Technology Acceptance Model (TAM), this study develops and tests a hypothesized model to explain antecedents affecting smartphone user's behavioral intention and their actual app usage in Vietnam population. The regression analysis resulted to a final model with three significant factors having directly influences on user's behavioral intention to use mobile Apps, as well as showing the direct influence of user's behavioral intention on their actual Apps usage. Beside marketing implications, this study also offers insight into various theoretical applications to the field of mobile communication research by suggesting a conceptual model for the acceptance of mobile apps.