Effect of customer experience on repurchase intention in e-commerce: Trust and satisfaction as mediating variables

Abstract

The rapid development of information technology and the global internet networks has changed the shopping behavior of consumers and the way businesses in Vietnam. The challenge of business is not only finding customers on a new business platform, but also the problem of customer retention. Customer repurchase intention is expected to bring businesses a stable and repeated revenue stream, saving advertising and marketing costs, etc. Customers often feel satisfied and trust in those businesses when they have a good online shopping experience there. Therefore, this study aims to explore the influence of the customer online shopping experience in e-commerce on customer repurchase intention with the mediating role of trust and satisfaction. The online research is based on a sample of 180 customers who had online shopping experience during 3 months. The results reveal that customer experience and customer satisfaction has a direct effect on customer repurchase intention. In addition, customer satisfaction is directly affected by customer experience and customer trust. Meanwhile, customer trust has an indirect effect between customer experience and customer repurchase intention through the mediating role of customer satisfaction. Customer experience is the component that has the most direct and positive influence on customer repurchase intention. From the results obtained, the study provides recommendations and administrative implications for online retail businesses in e-commerce to help them improve customer repurchase intention through improving customer experience, customer satisfaction and customer trust.