Factors affecting the satisfaction of Ho Chi Minh City residents when using the MoMo e-wallet service

This study identifies and evaluates the factors determining the online shopping behavior of consumers in Ho Chi Minh City. Based on a review of theories concerning customer behavior in digital environments, the study proposes a model comprising the following independent variables: product quality, store credibility, security and buyer-protection mechanisms, the influence of key opinion leaders and key opinion consumers (KOLs/KOCs), and integrated entertainment experiences. A quantitative research approach was employed through an empirical survey, with measurement scales assessed using Cronbach’s Alpha, exploratory factor analysis, and multiple regression analysis. The findings clarify the influence of each conceptual construct and identify statistically significant differences across demographic characteristics. Based on these results, the study proposes practical managerial solutions to help enterprises and retailers optimize their positioning strategies, strengthen consumer trust, and effectively exploit the potential of the Southern Vietnamese market.