Analysis Of Psychological Safety’s Effects On Customer Repurchase Intention Case Study Of Ho Chi Minh City’s E-Commercial Industry

Abstract

The research of repurchase intention is important to any businesses thanks to its relationship with the business operational excellency and its helpfulness in saving costs for the company. Despite many papers have been conducted on the repurchase intention, there is not any finding before to study about the construct of customer psychological safety until the recent papers conducted in the context of AI. Therefore, this paper is conducted aiming to find a relationship between customer psychological safety and the repurchase intention, to narrow the research gap, in which, customer perceived value of control, customer overall perceived service quality and customer repurchase intention play mediating roles. Using a quantitative research design, the data was collected from people who used to live/work in Ho Chi Minh city and made online purchases during the time working there before. The valid responses were 397. Then, this thesis used the Structural Equation Modelling (SEM) to test hypothesis and analyse data. The findings showed that the customer psychological safety positively influences the customer perceived value of control and customer overall perceived service quality while there is no effect found between customer psychological safety and customer attitudes towards online shopping. However, both the customer attitudes towards online shopping and customer perceived value of control was found to have an effect on customer’s repurchase intention while the customer perceived service quality was not found to have an effect on customer's repurchase intention, which should be studied and explained more. For the scholars, this research helped to expand another dimension of the existing knowledge about the customer psychological safety’s effects on the customer’s repurchase intention which helped to explain why people disclose themselves more online and more likely to ask about the sensitive information with AI, which can be discussed in the future. For the business owners, this study helped to understand another factor which can affect the customer repurchase intention, especially in the sensitive industries such as women’s bra, underwear, condoms, etc. Due to the limitations of the research, it is recommended the further examination on the customer psychological safety in the future and which factors affect on it