Factors affecting online repurchase intention of C2C e- commerce in Vietnam
Abstract
The development of commerce associated with technology, e-commerce has become a recent trend. The outbreak of e-commerce sites such as Alibaba, Amazon has brought purchaser a different mindset about online purchasing. Therefore, it is becoming more and more important to understand the needs, wants as well as the expectation of customers when shopping at e-commerce sites in which C2C e-commerce is also a small part. Repurchase intention is important factor to evaluate whether an e-commerce site can last a long time or not.
This study will discuss about the online relationship between buyers, sellers and the perceived value of the customer's intention to purchase goods on the C2C e-commerce site in Vietnam. Quantitative research methods were applied, with 261 usable responses collected and processed by SmartPLS software. The results demonstrate that the relationship between the buyer, the seller, and the perceived value of the purchase have an important influence on the customer's willingness to buy again.
Although there are some limitations, the author hopes that the contribution of this study in the field of e-commerce C2C will be significant.