Abstract
The objective of this study is to build the model to investigate the online repurchase intention of cosmetic consumers in the context of drugstore cosmetics widely sold on Facebook in Vietnam. By conducting the survey, this study collects data from the respondents in the 18-35 age group and having bought drugstore cosmetics on Facebook in Vietnam. The study uses SPSS 20 and AMOS 24 to analyse the data. The findings of the study reveal some noteworthy points: 1) online relationship quality, consumer attitudes, and repurchase intention having a strong relationship with each other; 2) perceived enjoyment and subjective norm positively affecting consumer attitude; 3) perceived website usability positively influencing online relationship quality. Through the findings, the study would give some strategic recommendations so that the cosmetic stores on Facebook can make further improvements for consumer experiences on their websites, which partly helps them increase sales volumes and achieve sustainable development.
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