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

By Quoc Trung Pham, Xuan Phuc Tran, S. Misra, R. Maskeliūnas. 2018

237 citations recorded by the source corpus.

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.

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/750d8be4efb16f69f27af3ae95d825e76f6384da

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In Information Systems and Management

In Marketing

In Sociology and Political Science

Ali Tarhini

Citations in the corpus

Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping (2021, background): “Conversely, the motivational factors for online shopping include time-saving (Escobar-Rodríguez & Bonsón-Fernández, 2017), discounted pricing (Carlson & Kukar-Kinney, 2018), convenience (Pham et al., 2018), competitive pricing, expert advice, and greater access to information (Tarhini et al., 2018).”
Customer experiences in the age of artificial intelligence (2020, background): “The convenience concept shows the time and effort that customers spend on buying and using a product or service (Pham et al., 2018).”