Relationship between Convenience, Perceived Value, and Repurchase Intention in Online Shopping in Vietnam

TLDR

E‑commerce is rapidly expanding in Vietnam, yet its growth has not reached its full potential, raising questions about how online retailers can improve practices to support sustainable development. The study investigates how the dimensions of online shopping convenience influence repurchase intention through customer‑perceived value. A survey of 230 Vietnamese customers and structural equation modeling were employed to test the theoretical model. Five convenience dimensions—access, search, evaluation, transaction, and possession/post‑purchase—were found to directly affect perceived value and repurchase intention, with perceived value also mediating the convenience–repurchase relationship.

Abstract

Electronic commerce (e-commerce) is an increasingly popular trend in modern economy concomitant with the development of the Internet. E-commerce has developed considerably, making Vietnam one of the fastest growing markets in the world. However, its growth rate has not matched its potential, leading to the question how online retailers could improve their practices and thus contribute to the sustainable development of emerging markets such as Vietnam. Therefore, with the goal of providing online retailers with many methods to improve their online shopping service, this study examined the direct and indirect influence of the dimensions of online shopping convenience on repurchase intention through customer-perceived value. A survey of 230 Vietnamese customers was conducted to test the theoretical model. A structural equation model was used for data analysis. The results determined that the five dimensions of online shopping convenience are: access, search, evaluation, transaction, and possession/post-purchase convenience. All dimensions have a direct impact on perceived value and repurchase intention. The results also show the important role of perceived value when a factor both directly influences repurchase intention and mediates the relationship between convenience and repurchase intention.