Exploxing the online customer experience in E-retailing: A study of furniture website in Vietnam

Abstract

This research aims to explore customer experiences and perceptions in the context of the Vietnamese online furniture industry. The study utilizes the Expectation Confirmation Theory (ECT) and the Technology Acceptance Model (TAM) as the conceptual framework to investigate the relationships between various variables and their impact on customer satisfaction and online repurchase intention. The research methodology involves data collection through online surveys targeting 238 participants from Vietnamese Facebook groups with a specific focus on the age range of the respondents. The collected data is then analyzed using statistical techniques including exploratory factor analysis (EFA) and structural equation modeling (SEM). The findings of the study reveal significant relationships between Expectation with System Quality and Customer Experience (Cognitive and Affective Experiential States), Perceived Ease of Use and Customer Experience, Perceived Ease of Use and Perceived Usefulness, and Customer Satisfaction and Online Repurchase Intention. However, no significant relationships are found between Expectation with Information Quality and Customer Experience, Customer Experience and Perceived Usefulness, Perceived Ease of Use and Perceived Usefulness, and Perceived Usefulness and Online Repurchase Intention. The implications of the research highlight the importance of maintaining a comprehensive and novel information environment in meeting customer expectations. Online platforms should focus on updating their information content, providing accurate and up-to-date product details, and offering unique and valuable information to customers. The study also emphasizes the intricate relationship between information quality, system quality, and customer experience, highlighting the need to enhance perceived usefulness and ease of use in online furniture platforms to drive customer satisfaction and online repurchase intentions. Additionally, there are several limitations embedded in this study which are also addressed for further research in the prospects.