Relationship between Convenience, Perceived Value, and Repurchase Intention in Online Shopping in Vietnam

Quoc Trung Pham, Xuan Phuc Tran, Sanjay Misra, Rytis Maskeliūnas and Robertas Damaševičius
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Quoc Trung Pham: School of Industrial Management, HCMC University of Technology, Ho Chi Minh City 700000, Vietnam
Xuan Phuc Tran: School of Industrial Management, HCMC University of Technology, Ho Chi Minh City 700000, Vietnam
Sanjay Misra: Department of Electrical and Information Engineering, Covenant University, Ota 1023, Nigeria
Rytis Maskeliūnas: Department of Multimedia Engineering, Kaunas University of Technology, Kaunas 51368, Lithuania
Robertas Damaševičius: Department of Software Engineering, Kaunas University of Technology, Kaunas 51368, Lithuania

Sustainability, 2018, vol. 10, issue 1, 1-14

Abstract: Electronic commerce (e-commerce) is an increasingly popular trend in modern economy concomitant with the development of the Internet. E-commerce has developed considerably, making Vietnam one of the fastest growing markets in the world. However, its growth rate has not matched its potential, leading to the question how online retailers could improve their practices and thus contribute to the sustainable development of emerging markets such as Vietnam. Therefore, with the goal of providing online retailers with many methods to improve their online shopping service, this study examined the direct and indirect influence of the dimensions of online shopping convenience on repurchase intention through customer-perceived value. A survey of 230 Vietnamese customers was conducted to test the theoretical model. A structural equation model was used for data analysis. The results determined that the five dimensions of online shopping convenience are: access, search, evaluation, transaction, and possession/post-purchase convenience. All dimensions have a direct impact on perceived value and repurchase intention. The results also show the important role of perceived value when a factor both directly influences repurchase intention and mediates the relationship between convenience and repurchase intention.

Keywords: online shopping; convenience; perceived value; repurchase intention; sustainable development; Vietnam (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (31)

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