Dam Tri Cuong

E-commerce has altered how people purchase because of the growth of the internet. Nowadays, customers prefer shopping online rather than visiting physical stores. The goal of this study is to research the factors influencing online consumers’ satisfaction and repurchase intention in Vietnam. This study uses two underlying theories: technology acceptance model and expectation-confirmation model. After carefully discussing background theories and reviewing the marketing literature, the paper suggests a research model relevant to Vietnam’s circumstances. In addition, 312 online shoppers in Vietnam were surveyed using a Google Form and a non-probability approach. According to the findings, determinant factors (perceived ease to use, perceived usefulness, website design quality, and price perception) positively correlate to online shoppers’ satisfaction and repurchase intention. The results also disclosed that perceived usefulness was the factor that had the most influential impact on online shoppers’ satisfaction and repurchase intention. Finally, the study provided recommendations for managers, limitations, and suggestions for further research.

Acknowledgment
The author acknowledges Industrial University of Ho Chi Minh City that supported this study.

Customers and food vendors communicate directly through mobile devices. Consumers easily purchase pre-prepared meals via food delivery applications, no matter where they are, even at the convenience of their residences. Therefore, this paper aims to analyze the determinants that affect customers’ propensity to purchase and their actual behavior in the setting of food delivery applications. The impact that subjective norms have on consumers’ attitudes toward food ordering via food delivery applications is also examined. The theory of reasoned action and prospect theory are the two basic theories that this study draws on. A convenience sample approach was used to gather data from 288 consumers in Vietnam who placed meal orders using food delivery applications. The data collection was conducted using Google Forms. The results indicated that consumers’ attitude toward purchasing food via food delivery applications positively influenced their buying propensity (β = 0.191, p = 0.001). Similarly, the findings also highlighted that consumers’ subjective norm positively affected both their attitude (β = 0.417, p = 0.000) and their inclination to purchase (β = 0.258, p = 0.000). Likewise, discount framing emerged as the most influential factor affecting purchase intentions (β = 0.262, p = 0.000). Furthermore, customers’ intentions significantly contributed to their actual behavior in acquiring pre-prepared meals through food delivery applications (β = 0.556, p = 0.000). Ultimately, the study offered suggestions for executives, identified limits, and proposed avenues for future research.

Acknowledgment
The author acknowledges Industrial University of Ho Chi Minh City that supported this study.