Dataset for cognition processes, motivations, spatial presence experience, and customer engagement in retail mobile apps

This is the dataset of a survey on interactivity and vividness cognitions, spatial presence experience, and engagement behaviours (i.e., customer purchases, referrals, influences, and feedbacks/suggestions) toward retail mobile apps in Vietnam. The data additionally include individuals’ tendency/motivation-related variables, such as need for cognition and domain-specific interest, which modulate customers’ cognitions as well as affective evaluations that are then followed by their actions. The data were collected through a self-administrated survey completed by full-time Vietnamese between early May and mid-July 2020 in three major cities (i.e., Hanoi, Danang, and Ho-Chi-Minh) with leading positions in the Vietnamese eBusiness index.