Understanding Factors of the Intention to Repurchase at the Previous e-Shopping Mall – Focused on Vietnamese Customers using Coupang.com

초록

As e-commerce market is highly competitive and customers can regularly turn to other shopping sites when they feel not satisfied with a particular one, identifying which determinants impact on customer repurchase intention is critical. This study aims to examine the effects of quality levels on the customers’ repurchase intention towards Coupang.com online shopping website in Korea. We theorize that quality levels comprises of five constructs, classified into two categories: system levels and business levels, and we argue that, quality levels can help increase customer repurchase intention. The proposed framework was empirically tested through a survey towards Vietnamese customers who reside in Korea and experienced Coupang.com at least one time. We found that, quality levels successfully enhanced the customer satisfaction directly and indirectly through confirmation and perceived usefulness in which website quality showed the strongest effect, while the intention for online repurchase was positively significant to perceived usefulness and satisfaction.

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