| dc.description.abstract | Purpose – The purpose of this paper is to understand customers’ repurchase intentions in
online shopping. This study extends the technology acceptance model (TAM) by
introducing e – commerce shopping platform ease of use, dimensions of usefulness, trust
and enjoyment in designing the theoretical model to research the intentions of purchasing
consumers inside an online shopping environment.
Methodology–Mutil regression technique is utilized to clarified structural models. There
are 206 responses from Vietnamese Shopee customers who had experienced purchasing
on Shopee.
Research findings –Trust, ease of use, usefulness and enjoyment have a positive
relationship toward customer’s repurchase intentions.
Limitations/implications – A single online retail channel – Shopee is the object to be
gathered data from – more analysis is required in order to generalize the concept and
results to other online platforms. The results show that e-service efficiency dimensions
are potentially among the most significant precedents of consumer interest in online
shopping platforms.
Practical implications – Instead of concentrating on only one of these factors in their
shopping platform growth, on-line suppliers can ensure that they give customers
sufficient utilitarian and hedonic benefit.
Originality– For the sustainability and growth of the online shopping platforms,
consumer satisfaction is important. | en_US |
