The drivers of repurchase intention in Vietnam’s e-commerce: Role of consumer experience

There is the goal of this study, namely to determine the effect of Brand Image on Consumer Experience, Advertising on Consumer Experience, Service Quality on Consumer Experience, Consumer Experience on Repurchase Intention, Consumer Experience on Electronic Word of Mouth, as well as knowing the effect of Consumer Experience that mediates Brand Image on Repurchase Intention, Consumer Experience mediating Advertising on Repurchase Intention, Consumer Experience mediating Service Quality on Repurchase Intention, Consumer Experience mediating Brand Image on Electronic Word of Mouth, Consumer Experience mediating Advertising on Electronic Word of Mouth, and Consumer Experience which mediates Service Quality in Electronic Word of MouthThe sample collection technique used in this study was non-probability sampling – purposive sampling. The results of testing the hypothesis indicate that all hypotheses are supported, namely: Brand Image has a positive influence on the Shopee online store Consumer Experience, Advertising has a positive influence on the Shopee online store Consumer Experience, Service Quality has a positive influence on the Shopee online store Consumer Experience, Consumer Experience has positive impact on Shopee online store Consumer Repurchase Intention, Consumer Experience has a positive effect on Shopee online store Consumer Electronic Word of Mouth, Consumer Experience positively mediates Brand Image on Shopee online store consumer Repurchase Intention, Consumer Experience positively mediates Advertising on Intention Shopee online shop Consumer Repurchase, Consumer Experience positively mediates Service Quality on Shopee online shop Consumer Repurchase Intention, Consumer Experience mediates positively Brand Image Electronic Word of Mouth Shope online shop Consumers, Consumer Experience positively mediates Advertising on the Electronic Word of Mouth of Shopee online store consumers, and Consumer Experience positively mediates Service Quality on the Electronic Word of Mouth of Shopee online store consumers

Along with the increasing competition in the world of transportation business which is getting tighter, ease of use and consumer experience is an effective marketing strategy in providing service and satisfaction to many consumers and this can encourage consumer repurchase interest. The purpose of this study is to determine the effect of ease of use and consumer experience on repurchase intention through satisfaction. The population in this study are consumers who know the KAI Access application in the city of Malang. While the sample in this study was 271 respondents. This type of research is descriptive and non-probability, using the Smart PLS program. The results are (1) ease of use has a positive and significant effect on satisfaction (2) consumer experience has a positive and significant effect on satisfaction (3) ease of use has a positive and significant effect on repurchase intention (4) consumer experience has a positive and significant effect on repurchase intention (5) satisfaction has a positive and significant effect on repurchase intention (6) ease of use has a positive and significant effect on repurchase intention through satisfaction (7) consumer experience has a positive and significant effect on repurchase intention through satisfaction. Based on the results of the study, similar business actors suggest that companies are more selective in using ease of use which will provide a good experience for consumers so that consumers feel satisfied and feel an interest in repurchasing

This study aims to examine the consumer experience and brand trust effect on repurchasing intentions of e-marketplaces and their impact on consumer loyalty: a case study after Tokopedia merged into Goto. The population in this study was all Goto consumers in Banda Aceh. The sample collection technique was purposive sampling. To obtain the number of respondents as many as 220 people. Data is collected by distributing questionnaires that are carried out online which are linked to the Google form. Data was measured using a Likert scale and analyzed using AMOS SEM. The result concludes that Tokopedia's consumer experience, brand trust, repurchase intention, and consumer loyalty to GoTo were going well; Consumer experience affects repurchase intention; Brand trust affects repurchase intention; Consumer experience affects consumer loyalty; Brand trust affects consumer loyalty; Repurchase intention affects consumer loyalty; Repurchase intention partially mediates the consumer experience effect on consumer loyalty; and Repurchase intention partially mediates the brand trust effect on consumer loyalty. The findings also explain that the model for increasing loyalty to Tokopedia consumers on GoTo in Banda Aceh is a function of increasing consumer repurchase intention, increasing consumer experience, and strengthening trust in the Tokopedia brand on GoTo.

The aim to be achieved in this research is to determine the factors that influence the repurchase intention of pharmacy consumers in Jakarta. This research is quantitative research. The population of drug buyers at pharmacies in Jakarta is uncertain. This research used a sample of 215 pharmacy drug buyers in Jakarta for analysis. The questionnaire presents statements that respondents must choose from strongly agree to strongly disagree on a scale of 1-5 points. Hypothesis testing uses Structural Equation Model with Warp PLS. The results of several test parameters show that the sample is reliable and valid and meets the requirements. This research concludes that consumer experience has a significant and influential effect on trust. Consumer experience has a significant and influential effect on satisfaction. Consumer experience has a significant influence on repurchase intentions. Trust has a significant and influential effect on satisfaction. Trust has a significant influence on repurchase intentions. Product quality has a significant influence on trust. Product quality has a significant influence on satisfaction. Consumer experience has a significant influence on repurchase intentions through satisfaction. Satisfaction has a significant influence on repurchase intentions.

PurposeThe purpose of this paper is to contribute to the theory concerning visitor motivations, consumer experience and behavioural intentions at rural events; more specifically, it focusses on agricultural shows, which have hitherto been neglected in the events management literature. These events have successfully broadened their visitor base, but not without the attendant challenges for agricultural events’ designers.Design/methodology/approachThe research adopts a quantitative design using a questionnaire survey. The analysis, using a range of statistical procedures, centres on consumer motivation, experience and behaviour in relation to show features and their influence on future behaviour.FindingsThe findings of this paper demonstrates the relative importance to the consumer of the show’s various components and their influence on revisitation, which reflect the significance of social, cultural and personal meanings attached to their experiences. This highlights key motivational variables such as appreciating the shows’ traditions and intellectual enrichment.Research limitations/implicationsThe study takes a cross-sectional approach, using a non-probability sample at four multi-day royal shows. Future research should establish the external validity of the findings and their applicability to smaller one-day agricultural shows.Practical implicationsThe research provides a managerial contribution by informing show designers about the motivations of an increasingly diverse range of visitors. This will facilitate decisions around the engagement of contemporary design while preserving the traditional elements of agricultural shows.Originality/valueFew studies have looked at rural events and, in particular, agricultural shows. Moreover, previous research in this area has focussed on rural tourism and place making, while consumer behaviour and experience at rural events has been neglected. This paper provides an insight into the consumer experience and perceived importance of various aspects of contemporary agricultural shows.

Understanding consumer behavior in digital environments is increasingly becoming crucial. This study investigates the influence of key metaverse characteristics—sociability, immersiveness, and environmental fidelity—on continuance intention to use the metaverse by examining the mediating role of consumer experience. In study 1, a Delphi method involving 26 experts was employed to establish a consensus on the significance of metaverse characteristics in shaping consumer experience and behavior. In study 2, data from 391 metaverse users were collected via an online survey, and a two-step PLS-SEM approach was used to evaluate the hypothesized relationships. The Delphi study confirmed the theoretical relevance of the identified metaverse characteristics, which were subsequently validated through user data. The results show that consumer experience fully mediates the influence of immersiveness and environmental fidelity on continuance intention and partially mediates between sociability and continuance intention. Necessary Condition Analysis (NCA) further established consumer experience as a prerequisite for continued metaverse use, while importance performance analysis (IMPA) identified sociability as the most influential driver of continuance intention. This study advances our theoretical understanding of consumer behavior in virtual settings and offers practical insights for enhancing consumer engagement and continued metaverse use.

This study examines how loyalty influences the relationship between customer satisfaction (CS) and repurchase intention (RPI). Considering the effect of time, the study introduces adjusted expectations, which are expectations updated after consumption experience. The present study investigates the role of adjusted expectations in the CS–RPI link. With structural‐equation analysis, the proposed model was tested in the family‐restaurant setting. The results show that adjusted expectations can mediate the effect of CS on RPI. The results also indicate that processes underlying the CS–RPI link are different between low‐loyalty and high‐loyalty customers. Specifically, the transient route, which reflects the indirect path from CS to RPI via adjusted expectations, has a greater impact for nonloyals than for loyals. On the other hand, the chronic route, which represents the direct path from CS to RPI, has a greater impact for loyals than for nonloyals. CS is found to have no direct influence on RPI for low‐loyalty customers. © 2004 Wiley Periodicals, Inc.

This study explores how emotional triggers—specifically the interplay between perceived fun and fear—affect repurchase intentions on cross-border e-commerce platforms through the Unified Theory of Acceptance and Use of Technology (UTAUT) model. Additional variables, including online shopping fun and online shopping risk, are incorporated to provide a comprehensive analysis. Data were collected through an online questionnaire survey, resulting in 270 valid responses. The study employed SmartPLS 4.0 to analyze the data, utilizing descriptive statistics, reliability analysis, validity tests, and structural equation modeling (SEM) to evaluate the research hypotheses. Effort expectancy, facilitating conditions, and online shopping fun positively influence repurchase intention and behavior. However, performance expectancy and social influence do not significantly impact repurchase intention. Online shopping risk has a negative effect on repurchase intention, indicating that consumers’ concerns about security and privacy reduce their likelihood of repurchasing. Cross-border e-commerce platforms should prioritize improving usability and providing support features to enhance customer experiences. Incorporating engaging features and mitigating perceived risks can significantly encourage repeat purchases. These insights are critical for platform developers and marketers aiming to foster customer loyalty. This study extends the UTAUT framework by incorporating shopping fun and risk as contextual variables, providing novel insights into consumer behavior on cross-border e-commerce platforms. The findings offer practical recommendations for enhancing user experience and addressing specific challenges in the e-commerce domain.

This study attempts to analyze the effect of HMR selection attributes on consumer attitudes and repurchase intentions from a consumer perspective by approaching the process of HMR selection attributes, consumer attitudes, and repurchase intentions from a structural level. In particular, since there has been no study that specifically analyzed the relationship between HMR selection attributes and consumer attitude of eating out consumers, the conduct of this study is considered to be of research value. At the same time, it was intended to use the problem behind the rapid development of HMR selection attributes as a basis for predicting changes in consumer behavior in the ever-changing consumer market, especially by verifying the relationship between consumer attitudes and repurchase intentions. The summary of the results of this study is as follows. First, an analysis of the effect of Hypothesis 1 'HMR Selection Attributes' on 'Consumer Attitude' showed that 'Product Convenience', 'Food Taste', 'Product Diversity' and 'Product Price' have a positive effect on 'Consumer Attitude'. Second, as a result of analyzing the effect of hypothesis 2'consumer attitude' on 'repurchase intention', it was found that the 'consumer attitude' of HMR users had a positive (+) effect on the 'repurchase intention'. Third, an analysis of the effect of Hypothesis 3 'HMR Selection Attributes' on 'Re-purchase Intention' showed that 'product convenience', 'food taste', 'product diversity' and 'product price' have a positive effect on 'repurchase intention'.

This research was conducted to examine the effect of promotions through online applications, consumer experience, product variety, and service quality on repurchase intentions in Mixue Yogyakarta. The selection of the sample in this study used a purposive sampling method with the criteria of the people of Yogyakarta who had made a purchase at Mixue. The data used is primary data. Data were taken directly by distributing online questionnaires via google form to respondents with a sample of 143 respondents. The results of this study indicate that promotion through online applications (X1), consumer experience (X2), and product variety (X3) have a positive and significant effect on repurchase intentions, while service quality (X4) has no effect on repurchase intentions.

This study explores consumer behavior in Pakistan’s anti-dandruff shampoo market, focusing on system quality, service quality, and content quality as key determinants of customer satisfaction. The research examines how these factors influence brand advocacy and repurchase intention, offering insights into consumer loyalty in the fast-moving consumer goods (FMCG) sector. A quantitative research methodology was employed, utilizing a structured questionnaire-based survey distributed through online and offline channels. A cross-sectional research design was adopted, and data were analyzed using statistical techniques, including regression analysis and Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that content quality significantly influences brand advocacy, while personalization plays a crucial role in repurchase intention. System and service quality also contribute to customer satisfaction, which in turn mediates the relationship between quality perceptions and behavioral outcomes. However, interaction quality negatively affects both advocacy and repurchase intention, highlighting the importance of sensory experiences in consumer choices. This study contributes to the literature on FMCG consumer behavior by integrating multi-theory frameworks such as the Information System Success (ISS) Model, Expectation-Confirmation Theory (ECT), and SERVQUAL. The findings emphasize the growing importance of transparency, personalization, and product efficacy in shaping consumer decisions. The research provides valuable implications for marketers and product developers in the personal care industry, offering strategies to enhance brand trust and customer retention.

In Indonesia, internet usage has created substantial growth potential for e-commerce, particularly among millennials, who dominate as the primary users of e-commerce platforms. However, consumer behavior in purchasing electronic products online remains complex and challenging. This study aimed to examines the factors influencing millennials' intention to repurchase electronic products on Tokopedia. Involving 398 respondents’ millennial consumers. Data were collected through an online questionnaire. The Unified Theory of Acceptance and Use of Technology (UTAUT2) was applied to examines the effects of performance expectancy, effort expectancy, hedonic motivation, habit, facilitating conditions, price value, social influence, and with additional variable trust on variable independent, intervening (satisfaction), and dependent (repurchase intention) variables. Data analysis was conducted using PLS-SEM. The findings show that performance expectancy, effort expectancy, hedonic motivation, habit, facilitating conditions, and social influence positively and significantly influence customer satisfaction, while price value and trust do not show significant influence. Customer satisfaction also mediates the relationship between several of these variables and repurchase intention. This study provides practical implications for e-commerce platform managers, such as enhancing platform performance, developing features that trigger positive emotional experiences, utilizing customer behavior data, and strengthening technical support and social elements in marketing strategies.

Experiential consumption represents a unique, and exceedingly popular, type of marketing behavior. Existing theory and research in the field of psychology suggest that one of the primary drivers of experiential consumption could be the concept of self-expansion. However, self-expansion as a factor in experiential consumption research has yet to be fully explored. The present research examines the following questions: What type of experiences lead to higher levels of self-expansion? What factors lead to self-expansion and how does self-expansion influence outcome variables such as evangelizing, price consciousness, and repurchase intention? Using a scale adapted from social psychology, self-expansion, as it relates to experiential consumption, is explored, levels of self-expansion stemming from different experiential categories are compared, and the influence of self-expansion on outcome variables is examined.

The retail business sector is highly competitive in Indonesia, so mini-market businesses must seek ways to offer high-quality services to their customers to enhance their experience by providing sales promotions. This study measured the effect of customer experience and sales promotion on the repurchase intention of their customers in the Minimarket retail business in Jakarta – Indonesia. The data was gathered by surveying 150 customers of minimarkets in Jakarta using purposive sampling; the questionnaire was shared through Google forms. Analysis of the data was implemented through SPSS (v.25) and AMOS (v.26). AMOS is used to apply Structured Equation Modeling (SEM). Estimation with SEM is used as a robustness test to see the consistency of results with multiple linear regression. Such a technique provides a research gap and contribution to the literature. The results indicate that customer experience was influenced by 44% of repurchase intention, whereas sales promotion was influenced by 52% of repurchase intention. Therefore, the study accurately assesses that consumer experience and sales promotion collectively impact customers’ repurchase intention by 47% at Jakarta (Indonesia) minimarkets. Retail companies are advised to continue to offer a good service for their customers to enhance their experience while shopping, accompanied by providing the best sales promotions so that customers’ intention to repurchase at that specific minimarket would increase.

This study focuses on online retail consumers who actively make purchases through the leading e-commerce platform, namely Shopee. This study emphasizes more on consumer experience and psychological factors that influence their purchasing decisions. The purpose of this study is to investigate online retailers, perceived risk, and trust on online retail consumers' repurchase intention, by mediating the role of trust. This study aims to provide a better understanding of the factors that influence consumer repurchase intention in the context of e-commerce, so that it can provide valuable input for business practices in improving their marketing strategies and brand management. The sampling technique used is non-probability sampling that has and uses the online retail shopee. In this study, data was collected from 125 respondents who met the criteria. The results of the analysis show that online retailers on trust and trust on repurchase intention have a significant influence. The implications of this finding are that increasing repurchase intention through planned and consistent branding efforts can be the key to increasing consumer trust and preference.