Determinants affecting online shopping consumers’ satisfaction and repurchase intention: Evidence from Vietnam

  • Received December 15, 2022;
    Accepted February 23, 2023;
    Published March 2, 2023
  • Author(s)
  • DOI
    http://dx.doi.org/10.21511/im.19(1).2023.11
  • Article Info
    Volume 19 2023, Issue #1, pp. 126-139
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This work is licensed under a Creative Commons Attribution 4.0 International License

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.

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    • Figure 1. Research framework
    • Figure 2. PLS-SEM results
    • Table 1. Concepts and items
    • Table 2. Sample characteristics
    • Table 3. Reliability and validity results
    • Table 4. Discriminant validity
    • Table 5. Model fit
    • Table 6. Hypotheses testing
    • Conceptualization
      Dam Tri Cuong
    • Data curation
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    • Formal Analysis
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    • Investigation
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    • Methodology
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    • Project administration
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    • Resources
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    • Supervision
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    • Visualization
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    • Writing – original draft
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    • Writing – review & editing
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