Abstract
Online repurchase intention has recently been noticed by researchers and practitioners alike. Researchers and practitioners alike have expressed a particular interest in customer experience because providing customers with unique and positive experiences is the current goal of businesses. They also agree on the importance of customer experience in creating customer satisfaction, trust and online repurchase intention. Therefore, this study investigates online repurchase intention in assessing the direct and indirect impact of customer experience to the online repurchase intention in the retail market in Ho Chi Minh city when considering the mediating role of trust and customer satisfaction. Structural equation modeling (PLS-SEM) was used with a survey sample of 572 observations to test the research hypotheses. The research results have confirmed the direct and positive impact of customer experience, trust and customer satisfaction on online repurchase intention. In addition, customer experience has an indirect and positive impact on online repurchase intention through trust and customer satisfaction. In practice, online retailer should enhance optimal experience customer, trust and customer satisfaction to increase online repurchase intention.
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