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As probably the first systematic and comprehensive effort to date, this study analyzes the factors affecting customers' intention to use mobile commerce in Vietnam. The results show that perceived ease of use, perceived usefulness, variety of services, and trialability have both direct and indirect positive (via perceived usefulness) impacts on intention to use mobile commerce, while trust and social influence have indirect positive impacts on intention to use mobile commerce in Vietnam. Cost does not have any impact on intention to use mobile commerce in Vietnam. The results of this study are also compared with that of studies on mobile commerce conducted in China and Malaixia by Chong et al. Theoretical and practical implications, especially for helping businesses understand how to capture more customers in a rapidly developing country, Vietnam, are discussed.<\/p>","DOI":"10.4018\/ijeis.2020010101","type":"journal-article","created":{"date-parts":[[2019,11,29]],"date-time":"2019-11-29T04:50:03Z","timestamp":1575003003000},"page":"1-30","source":"Crossref","is-referenced-by-count":13,"title":["Intention to Use Mobile Commerce"],"prefix":"10.4018","volume":"16","author":[{"given":"Nhuong","family":"Bui","sequence":"first","affiliation":[{"name":"National Economics University, Hanoi, Vietnam"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Long","family":"Pham","sequence":"additional","affiliation":[{"name":"University of Louisiana, Monroe, USA & Thuyloi University, Hanoi, Vietnam"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Stan","family":"Williamson","sequence":"additional","affiliation":[{"name":"University of Louisiana, Monroe, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Cyrus","family":"Mohebbi","sequence":"additional","affiliation":[{"name":"New York University, New York, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Hanh","family":"Le","sequence":"additional","affiliation":[{"name":"University of Louisiana, Monroe, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"IJEIS.2020010101-0","doi-asserted-by":"publisher","DOI":"10.1504\/EG.2015.071394"},{"key":"IJEIS.2020010101-1","doi-asserted-by":"publisher","DOI":"10.1016\/j.tele.2015.09.005"},{"key":"IJEIS.2020010101-2","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2014.03.011"},{"key":"IJEIS.2020010101-3","doi-asserted-by":"publisher","DOI":"10.4018\/IJEIS.2017100103"},{"key":"IJEIS.2020010101-4","first-page":"71","article-title":"Estimating nonresponse bias in mail surveys.","volume":"51","author":"J. 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