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.
Highlights
With the rapid development of the Internet, online shopping has become an increasingly popular way to shop worldwide
The results showed that the five dimensions of online shopping convenience are: access, search, evaluation, transaction, and possession/post-purchase convenience
This research was conducted in two phases: a primary qualitative method was used to revise the mTheaisurreesmeaerncthscwalaesbcaosenddounctdeedpainrtmtwenot pinhtaersveise:was,parnimd aarqyuaqnutaitlaitiavteivmeemtheotdhwodaswadasoputseeddtototerset vise the mtheeasscuarle,mreesnetarscchalmeobdaesle, adnodnhydpeoptahretsmeseunstiningtseervveireawl tso,oalsn,dinacluqduianngt:iCtartoinvbeamche’sthAoldphwa afosratedsotipntged to test tshcealsecraelleia, breilsiteya,rEchxpmlooradtoelr,yaFnadcthoyr pAontahleysiess(uEsFiAn)gfsoervteersatilntgoothlse, vinalcilduitdyinagnd: Ccoronnsibstaecnhc’ys oAflpthhea for testing scale reliability, Exploratory Factor Analysis (EFA) for testing the validity and consistency of the scale, Confirmatory Factor Analysis (CFA) for testing the suitability of the model with sample data, and Structural Equation Modeling (SEM) for testing the hypothesis
Summary
With the rapid development of the Internet, online shopping has become an increasingly popular way to shop worldwide. Online shopping offers many benefits including transactions that can be completed anywhere at any time, reductions in time and costs, more choice of goods and services, and finding information about products and comparing prices between different distributors is fast and east [2]. Online shopping accounted for 2.8% of total nationwide retail sales of consumer goods and services in 2015. Convenience plays an important role in marketing This concept does not receive much attention from scholars in Vietnam and Southeast Asia region. According to Zeithaml and Bitner [11], three methods can be used to add value to customers: product discounts, product quality improvements, and reduction of nonmonetary costs associated with purchasing and using products and services. This study was conducted to achieve the following objectives: (1) measure the direct impact of convenience on repurchase intention, and the indirect impact of convenience on repurchase intention through perceived value in the context of online shopping in Vietnam; and (2) propose some management implications to promote repurchase intention in online shopping customers in Vietnam
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