| dc.description.abstract | Shopee is the leading e-commerce platform in Southeast Asia and Taiwan that provides online shopping service based on customer-to-customer (C2C) model. There are hundreds of new shops opened in Shopee every day due to low barrier for entry of online business. To survive in this intense marketplace, sellers in Shopee must have effective ways to attract previous customers to make another purchases. This paper empirically investigates the influence of customers’ perception on customer satisfaction and repurchase intention towards one particular seller in C2C e-marketplace in case of Shopee Vietnam. Additionally, this study attempts to investigate influences of computer-mediated communication tools on customer perceived interactivity. Study performs structural equation analysis (SEM) with a sample of 319 buyers who have already used Shopee online shopping service. The result shows that customers’ perception of interaction and information quality have directly positive impacts on satisfaction with seller and online repurchase intention, while product quality and price fairness perception only have effect on customer satisfaction. Moreover, the result also indicate that customer satisfaction is the most significant factor that direct influences customer repurchase intention in C2C e-marketplace. What is more, the study also support the positive influences of effective use of instant messenger and feedback-comment system on customer perceived interactivity in C2C platform. This study concludes with suggesting some practical implications for sellers and similar operating platform to develop appropriate strategies and methods to retain customers in C2C e-marketplace.
Keywords: C2C, e-marketplace, repurchase intention, satisfaction, CMC tools, Shopee | en_US |
