Factors affecting customers' repurchase intention : a study of online shopping of fresh vegetable in Vietnam | |
| Author | Nguyen Thi Quynh Trang |
| Call Number | AIT RSPR no.SM-18-09 |
| Subject(s) | Customer satisfaction Electronic commerce--Vietnam--Case Studies |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in Business Administration - MBA |
| Publisher | Asian Institute of Technology |
| Abstract | Online shopping is popular to customers and become emerging for suppliers. In 2013, there was trend to go shopping fresh vegetable online and grows up sharply. Consequently, the number of online stores selling vegetables upsurge. The repurchase is proven to increase the profit for the business and construct the long-term development. How to get the customer go back and buy again is a big challenge that online business has to tackle. The study probes the critical factor affecting customer repurchase intention in the context of fresh vegetables in Vietnam markets. The study is targeted to investigate the connection between these factors with repurchase intention. The research is based on the questionnaires collecting from the group of customers who purchase fresh vegetable in website Adayroi.com, and the quantitative method is employed to analyze the data. It is found from the result of the research that there are three key determinants of repurchase intention including price fairness, customer trust, and switching barriers in the order of effect. Moreover, all factors have positive influence on repurchase intention. Besides, customer trust mediates the relation between customer satisfactions and repurchase intention. Price fairness also affects the satisfaction of customer in purchase relation. The research has led to recommendations that online business, one of which is building trust from matching with the expectation and make wise price strategy. |
| Year | 2018 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Vimolwan Yukongdi; |
| Examination Committee(s) | Zimmermann, Willi;Badir, Yuosre F.M.; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2018 |