Mobile banking has become very important in today’s life as technological advancements have led bank clients to use banking services. Clients’ attitudes toward mobile banking services are based on their expectations is the background of this research. So, the main objective is to observe the purposeful conduct in mind of clients to adopt mobile banking services. This study also examines the influence of six variables on financial services clients’ desire to utilize mobile banking services, including perceived benefits, perceived ease of use, trust, security, perceived privacy, and technology expertise. Consequently, the goal of this study is to find out the crucial and deciding factors that may influence clients’ willingness to use mobile banking features in Bangladesh as a developing country. The sample shaped for this research is 310 respondents from Bangladesh a developing country. For analytical purposes, SEM has been used to test hypotheses. The results show that in Bangladesh, factors like perceived value, security, and technological aptitude greatly determine whether a customer will utilize mobile banking. Financial institutions have proven to be successful in serving clients through mobile phones. Clients have made good use of mobile banking only to save money, cost, and labor. The research suggests that mobile banking operations must be timely and accurate, the transaction process must be short, interactivity, convenience of usage, and so on. The findings have important implications for bank regulatory authority, management, bankers, and executives who wish to increase mobile banking usage to secure their long-term profitability.

This study conducts research on retailers’ behavioral intentions and behavior in adopting e-commerce platforms (ECPs) and uses the unified theory of acceptance and use of technology (UTAUT2) model as well as add other factors such as Personalization Platform, Seamless Interaction. The findings show that Effort Expectancy, Social Influence, Hedonic Motivation, Retailers’ Capacity, Integration Strategies have a positive impact on retailers’ behavioral intention of adopting ECPs and Performance Expectancy has a negative impact on retailers’ behavioral intention of adopting ECPs. At the same time, Behavioral Intention, Facilitating Conditions have a positive impact on retailers’ behavior adopting ECPs and Seamless Interaction has a negative impact on retailers’ behavior adopting ECPs. With important implications, these findings are proposed to relevant parties, helping retailers and ECPs suppliers identify factors affecting retailers’ behavioral intention and behavior in adopting ECPs in Vietnam.

With the popularity of smartphones, consumers’ daily lives and consumption patterns have been changed by using multi-functional apps. Convenience store operators have developed membership apps as a platform to promote their brands to consumers to create the benefits of “membership economy”. This study examined consumer behavior towards convenience store membership apps using UTAUT2. Consumers who have installed the convenience store membership apps were recruited as the target population. SPSS 23.0 was used to conduct item analysis and reliability analysis in the pretest questionnaires. The formal questionnaires were distributed online by convenience sampling method, with 375 valid questionnaires collected. Smart PLS 3.0 was conducted by analyzing the confirmatory factor analysis and structural equation model analysis. The results of the study, “performance expectancy”, “social influence”, “price value” and “habit” of convenience store member app users showed positive and significant effects on “behavioral intention”. “Facilitating conditions”, “habit” and “behavioral intention” have positive and significant effects on “actual use behavior”. “Gender” affects “habit” to have a significant moderating effect on “use behavior”. “Use experience” affects “habit” to have a significant moderating effect on “behavioral intention”. Based on the study results, the further suggestions of marketing management implications and feasible recommendations are proposed for convenience store operators to refer to in the implementation of membership app marketing management.

Short-form content has the potential for virality and broad sharing, allowing businesses to reach large audiences in a short period of time. This type of content has transformed traditional marketing approaches, capturing the attention and curiosity of Generation Z, thereby leading to the rise of digital marketing. As Generation Z is the next generation of consumers and their purchasing power increases as they enter the workforce, marketers need to understand the factors influencing their attitudes and purchase intentions. This study aims to explore the relationship between the growing presence of short-form advertising content in corporate marketing strategies and consumer behavioral intentions. To achieve this, the sub-characteristics of short-form content were categorized into expertise, ease of use, and entertainment value, while information reliability was set as a mediating variable. Data was collected through a survey of 256 adults residing in Busan and Gyeongnam, and analyzed using SPSS 28.0. The findings of the study revealed that most sub-characteristics of short-form content advertisements positively influenced both recommendation and purchase intentions. Additionally, information reliability was identified as a significant mediating factor between short-form content and consumer behavioral intentions. These results provide important insights for corporate marketers and advertising professionals, as they offer valuable guidance on how to influence consumer purchase intentions effectively.

Research on retailers’ behavioral intention and behavior of using the omnichannel ecommerce solution (OES) used the Unified Theory of Acceptance and Use of Technology (UTAUT2) model and supplemented the other factors such as seamless supply, omnichannel integration. Research concerns about behavioral intention and behavior of using OES as this is a global trend; OES has become one of the top priorities for businesses to thrive in the rapidly changing market and retain customers; increasingly high standards are being set for digital experiences. Therefore, retailers must quickly adapt to new trends for sustainable development to keep up with the transformation and increase the use of OES. The results show that effort expectation, social influence, hedonic motive, retailers’ capacity, seamlessly connecting have a positive impact on retailers’ behavioral intention and behavior of using OES. Behavioral intention and favorable conditions have a positive impact on behavior of using OES. Meantime, omnichannel integration have a negative impact on behavior of using OES in Vietnam. This research helps managers and OES providers to develop their skills and expertise, and the study results may prove diagnostically useful to the retailers’ behavioral intention and behavior of using OES.

This study uses the UTAUT2 (Unified theory of acceptance and use of technology) model as well as adding other factors such as Platform Usability, User Autonomy to determine the behavioral intention and behavior of online shoppers using e-commerce applications (ECAs) in Vietnam. Using the analysis results from structural equation modeling, it was shown that Social Influence, Use Proficiency, Hedonic Motivation, User Skill, Effort Expectancy positively affect Behavioral Intention. At the same time, Behavioral Intention is negatively affected by Performance Expectancy. Behavioral Intention and Facilitating Conditions are two factors that positively affect Use Behavior. Besides, User Autonomy negatively affects Use Behavior. The research results are an important basis for ECAs providers, managers and stakeholders to apply in assessing the behavioral intentions and behaviors of online shopping customers using ECAs in Vietnam to promote the use of ECAs in online shopping.