Abstract

Purpose: In the era of digital transformation, mobile commerce plays an important role in promoting the operational efficiency of retail businesses. This study aims to consolidate the theoretical understanding of Vietnamese consumers’ usage intention of m-commerce, thereby helping retail enterprises make decisions regarding mobile retail channels. Research design, data and methodology: The research framework was developed from integrating the FFM model and the UTAUT model. The survey data from 343 Vietnamese mobile phone users were analyzed using the PLS-SEM model. Results: The results confirmed the impact of extraversion, neuroticism, conscientiousness, and openness on effort expectation, performance expectation, and then on the intention to use m-commerce. Unlike other personality traits, agreeableness only had a positive effect on effort expectation but had an insignificant impact on performance expectation. Conclusions: These findings significantly enhance understanding of the influence of personality traits on mobile commerce usage intention, mediated by effort and performance expectation. The results enable mobile retail businesses to formulate targeted strategies by leveraging insights into how these personality dimensions shape consumer perceptions in using mobile commerce. This understanding can effectively stimulate consumer purchases on their platforms and subsequently aid in optimizing mobile retail distribution by streamlining the entire product flow from supplier to consumer.