FACTORS AFFECTING CUSTOMERS’ REVISIT INTENTION AT VIRTUAL EVENTS IN HO CHI MINH CITY

Abstract

This study aims to identify and analyze the factors influencing customers' revisit intention at virtual events in Ho Chi Minh City. The research applied both qualitative and quantitative methods. The author relied on the C-TAM-TPB, the IS Success Model and Social Presence Theory as well as previous related research materials to build the research model. The author collected and processed 466 observations after surveying respondents who were customers who had participated in virtual events by sending online surveys. The results of the study show that there are three factors influencing the intention to revisit virtual events, including: Virtual event quality; Virtual event experience; Satisfaction with virtual events. Based on the quantitative analysis results, the author proposes managerial implications to enhance the ability to attract customers' interest in revisit virtual events and provide valuable recommendations for the event industry in Ho Chi Minh City.