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

نویسندگان

چکیده

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

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ژورنال

عنوان ژورنال: Innovative marketing

سال: 2023

ISSN: ['1814-2427', '1816-6326']

DOI: https://doi.org/10.21511/im.19(1).2023.11