An Empirical Study of Customers’ Loyalty and Repurchase Intention toward B2C E-commerce – The Case in Vietnam

• Main Authors: Nguyen Thi Duong, 阮氏楊
• Other Authors: Ying Fang Huang
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/57479004724335043935

碩士 === 國立高雄應用科技大學 === 製造與管理外國學生碩士專班 === 103 === B2C E-commerce is a rapidly expanding sector all over the world, and of course Vietnam is no exception. According to many e-business researchers all around the world, with a population of 80 million people, Vietnam is one of Asia’s sleeping giants in terms of e- service. However, e-commerce in Vietnam has not achieved its full potentials because of much prevention which prevents the development of B2C E-commerce in Vietnam. In this study, an investigation was implemented by surveying loyalty and repurchase intentions from customers’ perception. The data are analyzed through some analysis steps, including exploratory factor analysis, reliability analysis, correlation analysis, multiple linear regressions and one-way analysis of variance. The findings of this study can provide useful implications for online retailers who are doing business in B2C E-commerce sector in Vietnam to understand the determinant factors influence the customers’ loyalty and repurchase intentions in order to make the online retailers in Vietnam more understand what causes their customers’ concerns when shopping online, which can help them provide service quality and promote the development of B2C e-commerce in Vietnam. Keywords: Loyalty, Customers’ Loyalty, Repurchase Intention, B2C E-commerce, E-service Quality, Quality Dimensions