Factors Influence on Customers Repurchase Intention in Customer-To-Customer E-Marketplace. The Case of Shopee Vietnam

Abstract

This paper empirically investigates the influence of customers’ perception on customer satisfaction and repurchase intention towards one particular seller in customer-to-customer (C2C) e-marketplace in case of Shopee Vietnam. By using the structural equation analysis (SEM) with a sample of 319 buyers who have already used Shopee online shopping service. The result shows that customers’ perception of interaction and information quality have a direct positive impact on satisfaction with the seller and online repurchase intention, while product quality and price fairness perception only have an effect on customer satisfaction. The result also indicates that customer satisfaction is the most significant factor that directly influences customer repurchase intention in C2C e-marketplace. Moreover, the study also confirms the positive influences of effective use of instant messenger and feedback-comment system on customer perceived interactivity in the C2C platform. This study provides some practical implications for sellers and similar operating platform to develop appropriate strategies and methods to retain customers in C2C e-marketplace.