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Purpose-Mobile shopping is the current trend for firms to conduct business, having great advantages over electronic shopping as well as traditional shopping. The purpose of this paper is to discuss not only the driving forces of mobile shopping behaviors from the theory of reasoned action (TRA) perspective, but also the additional promotion and barrier sides of the mobile business. Design/methodology/approach-A structural equation modeling approach with latent constructs is applied on a self-administered survey data of 208 Vietnamese consumers to test the hypotheses. Findings-The results of this study have proved the predictive power of TRA in exploring consumer behavior in the context of mobile shopping. Also, both promotion and barrier variables have significantly strong impacts on the intention to adopt mobile shopping. Research limitations/implications-Future studies would benefit from investigating other variables (e.g. specific aspects of trust and risk) and using actual behavior (e.g. online purchases). Practical implications-Business managers should pay attention to both promotion and barrier factors to understand how and why Vietnamese consumers adopt mobile shopping. Originality/value-This pioneering study adapts the TRA model with extended promotion and barrier variables to explain mobile shopping in the context of Vietnam.

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -Realizing the importance of psychological capital of marketers for their work, the authors aim to investigate the mediating role of quality of work life, job effort, and job attractiveness in the relationship between psychological capital and job performance of marketers in a transitioning market, Vietnam. Design/methodology/approach -To test the mediating role of quality of work life, job effort, and job attractiveness in the relationship between psychological capital and job performance, the authors used a survey data set collected from 696 marketers working for various types of firms in Ho Chi Minh City, Vietnam. Findings -The authors found that psychological capital has both direct and indirect impacts, mediated by quality of work life, job attractiveness, and job effort, on job performance of marketers. Practical implications -The findings suggest that firms should pay attention to psychological capital in their recruiting, training, and development programs. Originality/value -This study documents the mediating role of quality of work life, job effort, and job attractiveness in the relationship between psychological capital and job performance of marketers in a transitioning market, Vietnam.