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Sustainability 2018, 10(1), 156; doi:10.3390/su10010156

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

1
School of Industrial Management, HCMC University of Technology, Ho Chi Minh City 700000, Vietnam
2
Department of Electrical and Information Engineering, Covenant University, Ota 1023, Nigeria
3
Department of Computer Engineering, Atilim University, Incek, Ankara 06836, Turkey
4
Department of Multimedia Engineering, Kaunas University of Technology, Kaunas 51368, Lithuania
5
Department of Software Engineering, Kaunas University of Technology, Kaunas 51368, Lithuania
*
Author to whom correspondence should be addressed.
Received: 6 December 2017 / Revised: 2 January 2018 / Accepted: 5 January 2018 / Published: 10 January 2018
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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. View Full-Text
Keywords: online shopping; convenience; perceived value; repurchase intention; sustainable development; Vietnam online shopping; convenience; perceived value; repurchase intention; sustainable development; Vietnam
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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MDPI and ACS Style

Pham, Q.T.; Tran, X.P.; Misra, S.; Maskeliūnas, R.; Damaševičius, R. Relationship between Convenience, Perceived Value, and Repurchase Intention in Online Shopping in Vietnam. Sustainability 2018, 10, 156.

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