FACTORS AFFECTING ONLINE REPURCHASE INTENTION OF STUDENTS IN HO CHI MINH CITY

Abstract

This article aims to study the factors affecting the online repurchase intention of students in Ho Chi Minh City. This study used two basic theories, namely the technology acceptance model (TAM) theory, and the expectation-confirmation model (ECM) theory. Analytical data were collected from 315 students in Ho Chi Minh city through an online survey using the convenient sampling method. The analysis of the measurement model and the structural model testing was done through the method of partial least squares (PLS). Research results found that there is a positive relationship between online customer satisfaction and online repurchase intention. Moreover, the findings from the research results also show that perceived ease of use, perceived usefulness, and quality of website design have a positive influence on online customer satisfaction and online repurchase intention, in which perceived usefulness has the strongest influence on online customer satisfaction and online repurchase intention.