The Impacts Of Chinese Logistics Factors On Repurchase Intention On Vietnamese Eshopping Platform- The Case Of The Fashion Industry In Da Nang.pdf

Checking the mediator effect of customer satisfaction in the relationship between time of shipment and repurchase Intention...- cc c2 S22 ccsxs 31 5.3.. Students' Scientific Research Key

Research rationale e-

E-commerce has significantly influenced economic growth globally, facilitating business operations and introducing new values that cater to the evolving needs of enterprises and consumers As a result, countries are keen to promote e-commerce development, which has empowered sectors like transportation, marketing, and logistics, while generating job opportunities and encouraging businesses to enhance production capacities This growth allows sellers to reduce costs, optimize profits, and provide consumers with diverse choices The importance of fostering the e-commerce sector is underscored by its societal benefits Additionally, Cross-Border E-commerce (CBEC) is gaining traction, fostering economic collaboration among nations and promoting global economic development This trend is particularly notable in developed markets such as China, Japan, the United States, the European Union, and South Korea, and is increasingly spreading to developing countries in Southeast Asia, including Indonesia, Thailand, and Vietnam.

Vietnam's e-commerce market has experienced remarkable growth, becoming a widely recognized business model among enterprises and consumers alike Supported by robust internet infrastructure and technological advancements, e-commerce plays a vital role in the nation's digital economic development, with 74.8% of internet users participating in online shopping as reported in the 2022 E-commerce White Paper Notably, the fashion sector has seen a significant increase in online shoppers, rising from 18% to 48% between 2020 and 2021 This surge in e-commerce has transformed lifestyles and shopping habits, driving the need for innovative logistics solutions to facilitate the movement of goods from suppliers to consumers As logistics evolves, it presents opportunities for enhancing cross-border trade, while the integration of modern information technology helps reduce costs and improve user experience, particularly in the context of rapid global e-commerce growth.

To keep up with rapid advancements, students' scientific research must evolve quickly China has significantly invested in its logistics infrastructure, enhancing road networks, maritime routes, railways, warehousing facilities, and logistics centers Additionally, the Chinese government has established a supportive environment for foreign companies looking to invest in warehouse and logistics operations (Ngoc, 2022).

Logistics plays a crucial role in shaping customer satisfaction and repurchase intentions on e-commerce platforms, particularly in the fashion industry Businesses are currently grappling with challenges such as high transportation costs, long delivery times, and inefficient payment methods Specifically, distribution costs, including delivery fees, significantly impact customer satisfaction, while prolonged delivery times can lead to dissatisfaction, making logistics operations a key concern Additionally, the payment method used for transactions greatly influences customer perceptions Consequently, dissatisfaction with logistics not only affects repurchase intentions but also the overall efficiency of logistics companies As the Chinese fashion industry evolves rapidly with diverse designs and price segments, it is vital to explore how the relationship between Chinese logistics and the e-shopping behaviors of Vietnam's fashion-conscious consumers is shaping the future of the industry.

This research investigates the factors influencing repurchase intentions in Da Nang, Vietnam's fashion industry, particularly within the context of Chinese logistics It aims to assess the impact of transportation costs, delivery times, e-payment methods, and information technology systems on customer satisfaction and repurchase intentions in e-commerce The study is crucial for understanding the dynamics of the rapidly evolving e-commerce landscape, providing valuable insights for both academic scholars and industry practitioners navigating this transformative environment.

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Author Ngo Duc Chien conducted a study on the factors influencing customer satisfaction in the logistics sector, specifically in Da Nang City The research utilized qualitative methods to synthesize existing theories and findings, leading to the formulation of hypotheses and the development of a research model A quantitative approach was employed, involving the analysis of survey data from 300 logistics service customers, focusing on delivery, storage, and transportation Ultimately, 286 valid responses were analyzed using various statistical methods, including Cronbach's alpha, EFA, CFA, and SEM modeling The results provide a detailed examination of how different factors affect customer satisfaction in the logistics industry in Da Nang City.

Research by Ngo Duc Chien highlights that shipping costs, shipping time, online payment, and information technology systems significantly enhance customer satisfaction in logistics Additionally, the study indicates that information technology systems play a crucial role in facilitating online payments within logistics activities However, the research has two notable limitations: it lacks a focus on specific industries, such as fashion or household appliances, and does not concentrate on logistics services within particular countries or regions, instead addressing these factors in a general context.

The research conducted by Ta Thi Yen, Nguyen Thi Thuy Trang, and Tran Tuan Anh investigates the relationship between logistics service quality, customer satisfaction, and loyalty in Hanoi Their study emphasizes customer satisfaction as a crucial moderating factor in enhancing loyalty towards logistics service providers By selecting key components of the service quality framework, the researchers developed pertinent research questions and employed both qualitative and quantitative methodologies, analyzing 401 samples to explore factors that influence consumer loyalty in the electronic market The findings offer valuable management recommendations for businesses in the electronic sector to navigate challenges posed by the Covid-19 pandemic Unlike Ngo Duc Chien's research, this study focuses on domestic logistics services and does not delve into specific industries or the logistics of foreign products sold online in Vietnam.

In 2022, Zhiheng Li conducted a comprehensive study on the factors affecting logistics service quality in cross-border e-commerce, emphasizing customer satisfaction This research identifies the challenges faced in cross-border logistics services and explores the relationship between service quality and customer satisfaction The findings highlight the importance of service quality as a key factor influencing the growth of cross-border e-commerce The study aims to identify existing challenges, synthesize current research on the link between logistics service quality and customer satisfaction, and propose effective solutions to enhance logistics service quality in the cross-border e-commerce sector (Zhiheng Li, 2022).

Students' Scientific Research the intricate nexus between cross-border e-commerce logistics service quality and customer satisfaction furnish actionable insights for enterprises endeavoring to augment their customer satisfaction

Kaya and Turgut (2018) explored the impact of logistics activities on repurchase behavior in E-Commerce, highlighting their critical role in business strategy Their research emphasizes that effective logistics not only enhances customer satisfaction but also reduces operational costs and ensures reliable product delivery The study involved 159 students from the E-Commerce course at Istanbul Gelisim University and focused on assessing repurchase perceptions over the months of January, February, and March.

The study utilized the Statistical Package for the Social Sciences (SPSS) to analyze data collected in 2018, aiming to highlight the importance of logistics activities in e-commerce and their effect on customer satisfaction Key findings revealed that shipping method selection, streamlined payment processes, accurate product delivery, and effective customer service significantly impact customers' likelihood to make repeat purchases.

Despite extensive research on domestic logistics and its effects on customer satisfaction, there is a notable lack of studies examining the impact of international logistics on domestic consumer contentment This article aims to fill that gap by investigating the influence of international logistics, specifically focusing on how Chinese logistics services affect the shopping experience and overall satisfaction of consumers in Vietnam.

Despite existing research in Vietnam, there is a significant gap in understanding the specific factors influencing Chinese logistics and their impact on Vietnamese consumers' repurchase intentions across various e-commerce platforms in the context of cross-border e-commerce This study aims to thoroughly analyze the relationship between Chinese logistics and the purchasing behavior of Da Nang residents on Vietnamese e-commerce platforms The findings will provide valuable insights for Vietnamese businesses to improve their logistics systems in line with customer needs, ultimately enhancing customer satisfaction and increasing repurchase intentions.

Research on logistics in the commodity industry often lacks the necessary detail, failing to explore specific fields or industries comprehensively This gap highlights the urgent need for in-depth studies that examine the various influencing factors within this sector.

This research article investigates the factors influencing logistics services in the fashion industry, aiming to fill existing knowledge gaps By focusing on this sector, we seek to enhance understanding of the determinants that affect consumer satisfaction and repurchase intentions, thereby contributing valuable insights to the field of logistics within commodity industries.

This study investigates the impact of logistics factors on repurchase intention within the Chinese fashion industry in Da Nang's e-commerce sector It also offers tailored recommendations for logistics service providers to enhance customer satisfaction and boost repurchase intentions in fashion businesses operating on e-commerce platforms.

The impacts of Chinese logistics on repurchase intention in e-shopping platform: the case of the fashion industry in Da Nang

- Research subject: Repurchase intention of Da Nang people, Chinese Logistics, fashion industry, e-commerce platforms, and the relationship between them

- Respondents: Citizens in Da Nang

- Time scope: Research implementation time is from September 2023 to December 2023

- Space scope: The research was conducted in Da Nang City

- Research fields: Logistics, e-commerce, purchase intention, fashion industry

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Authors integrate existing theories and findings from prior research to formulate hypotheses and develop a research model The study employs a quantitative research methodology, utilizing data gathered from a structured questionnaire This data will be analyzed using SPSS software to conduct various statistical analyses, including descriptive statistics, Cronbach's Alpha reliability assessment, exploratory factor analysis (EFA), correlation coefficient tests, and Bootstrap methods.

This research is organized into six chapters: Chapter I serves as the Introduction, Chapter II offers a Theoretical Review, Chapter III outlines the Research Methodology, Chapter IV presents the Results, Chapter V includes the Discussion, and Chapter VI concludes with findings and research limitations.

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In 2023, ASQ defines customer satisfaction as a crucial measure of happiness with a company's products and services, significantly influencing organizational success Companies strive to meet customer needs through their offerings, making satisfaction essential for growth While some researchers view satisfaction as a quasi-attitudinal construct, others classify it as an attitude Additionally, customer satisfaction plays a key role in repurchase intention, particularly in the e-commerce sector.

2.1 Theory of Reasoned Action (TRA):

In 1980, Fishbein and Ajzen introduced the Theory of Reasoned Action (TRA), which posits that individuals gather and assess available information before deciding whether to engage in a specific behavior TRA emphasizes that behavioral intention is a key predictor of actual behavior, and this intention is shaped by personal attitudes and subjective norms.

Attitude toward behavior refers to an individual's positive or negative feelings about engaging in a specific action, shaped by personal beliefs and evaluations of potential outcomes (Fishbein & Ajzen, 1980) Furthermore, subjective norms influence behavior through the beliefs and motivations of individuals to align with the expectations of influential groups or individuals regarding whether to engage in that behavior (Fishbein & Ajzen, 1980) Consequently, this theory serves as a valuable framework for studying customer behaviors that impact purchase intentions.

2.2 The Theory of Planned Behavior (TPB)

The Theory of Planned Behavior (TPB), an evolution of Ajzen and Fishbein's Theory of Reasoned Action (TRA), posits that an individual's behavior can be predicted based on their intentions and motivations to engage in that behavior (Wayne W LaMorte, 2022).

The Theory of Planned Behavior (TPB) identifies three key factors that influence individual actions: attitude toward the behavior, subjective norms, and perceived behavioral control Attitude reflects the individual's positive or negative evaluation of performing a behavior, while subjective norms encompass societal pressures from family, friends, and colleagues that affect decision-making Additionally, TPB, developed by Ajzen, incorporates perceived behavioral control, which assesses the ease or difficulty of executing a behavior based on available resources and opportunities This enhancement makes the TPB model more effective than the earlier Theory of Reasoned Action (TRA) model in predicting and explaining consumer behavior.

The Theory of Planned Behavior (TPB) serves as a foundational framework for various studies on online consumer choice and purchasing behavior, as evidenced by research from Battacherjee (2000), George (2004), Limayem et al (2000), Pavlou (2003), and Suh and Han (2003) These studies demonstrate that the TPB model effectively explains customers' intentions to make purchases online Consequently, it can be concluded that the TPB model is highly applicable to this research topic.

2.3 Technology acceptance model theory (TAM):

The Technology Acceptance Model (TAM), developed by Davis, Bagozzi, and Warshaw in 1989, builds on Fishbein and Ajzen's Theory of Reasoned Action to identify the factors influencing technology users' acceptance of information technology The original TAM posits that perceived ease of use (PEU) and perceived usefulness (PU) are critical determinants of user behavior, with PU being the primary factor influencing productivity and PEU reflecting the simplicity of using a system Research indicates that both PU and PEU significantly affect consumers' intentions to use technology, with PU as the main driver and PEU as a secondary influence, while user attitude only partially mediates this relationship The TAM framework extends beyond information systems, finding applications in predicting online shopping intentions and behaviors, thereby providing a foundation for studying customer satisfaction in e-commerce contexts.

A review of existing research on the logistics factors affecting consumers' repurchase intentions on e-commerce platforms has led to the identification and compilation of both independent and mediating variables, as detailed in the table below.

Variables Sources Type of variable

I he reliability of Vu Thanh Long (2020) Independent ogistics services

The timeliness of Vu Thanh Long (2020) Independent logistics services Ngo Duc Chien (2022) P

The after-sales service Vu Thanh Long (2020) Independent of logistics services Kaya and Turgut (2018) P

Kaya and Turgut (2018) Distribution Ta Thi Yen, Nguyen Thi Thuy Trang, Independent

Tran Tuan Anh (2022) Shipping cost Ngo Duc Chien (2022) Independent

Changsu Kim, Wang Tao, Namchul

E-payment Shin, Ki-Soo Kim (2010) Independent

Order Accuracy Siber Akl, `ằ) Cahit Ungan Independent

Logistics service guarantee Ye Bihua (2021) Independent

Customer Satisfaction Yingxia Cao, Haya Ajjan, Paul Hong

Chao Min Chiu, Eric TG Vuong, Yu- Hui Fang, Hsin-Yi Huang (2012) Repurchase intention Kaya and Turgut (2018) Dependent

Consumer purchase Shayaan Asghar and Bahri Mahmud intention (2020) Dependent

Table 1 Variables have been examined in previous studies

After reviewing the above studies, we selected logistics factors that affect repurchase intention through customer satisfaction including Shipping cost, Time of shipment, E-payment, Order Accuracy

In our research, we opted not to focus on consumer purchase intention due to the abundance of existing studies on logistics factors influencing this variable Instead, we aimed to explore how logistics factors affect consumers' repurchase intentions, with a particular emphasis on the role of customer satisfaction as a mediating variable We excluded logistics service guarantee as it primarily relates to overall service quality Our study specifically investigates the impact of shipping cost, shipment time, e-payment options, and order accuracy on repurchase intentions, allowing for a detailed analysis of various logistics service aspects.

Due to limitations in time and resources, we do not evaluate additional factors such as the reliability, timeliness, and after-sales service of logistics, and their influence on purchase intention Furthermore, there is a scarcity of studies and theoretical frameworks addressing these variables.

Relationship between shipping costs and customer satisfaction

In the era of industrialization, the logistics sector has become increasingly vital for ensuring customer satisfaction, facing challenges such as high distribution costs, long transit times, and inefficient payment processes (Muhammad Imrana et al., 2018) Reasonable delivery charges positively impact customer satisfaction, as lower fees are associated with enhanced perceptions of service value and convenience Conversely, higher distribution costs can diminish customer satisfaction Importantly, as long as efforts to reduce delivery fees do not compromise service quality, customer satisfaction can be significantly improved (Chien, 2022).

H1: There is a positive relationship between low transportation costs and logistics customer satisfaction.

Relationship between time of shipment and customer satisfaction

Transit time plays a vital role in logistics, significantly influencing customer satisfaction (Lina et al., 2014) It refers to the total duration from when a customer places an order to when they receive their delivery (Muhammad Imrana et al., 2018) Key components of shipment time include order response time, online sellers' order processing time, product delivery time, and post-delivery completion time Faster shipment times foster a favorable perception of shipping companies, motivating customers to choose online purchasing options Conversely, delays can lead to customer dissatisfaction.

Inefficient logistics in students' scientific research negatively impacts the performance of logistics companies As a result, sellers prioritize efficient transit times, which significantly affect customer satisfaction, loyalty, and purchasing intentions (Muhammad Imrana et al., 2018).

H2: There is a positive relationship between low transportation time and logistics customer satisfaction.

Relationship between e-payment and customer satisfaction

E-payment in logistics has an effect on customer satisfaction When customers buy online, they also need an online payment mechanism It is called electronic payment That is where payment processors and gateways come in Electronic payments are more convenient than cash payments Besides, it also eliminates many insecurity issues that arise due to currency payments

An electronic payment system that features a user-friendly interface, rapid processing speed, robust security, and high reliability significantly boosts customer satisfaction in e-commerce These key attributes contribute to an increased likelihood of repeat purchases from customers.

H3: E-payment has a positive relationship with logistics customer satisfaction 4.4, Relationship between order accuracy and customer satisfaction:

The accuracy of courier services significantly affects the precision of orders received by clients, as highlighted by Hendayani et al (2020) Product returns are closely linked to customers' perceptions of their order accuracy, demonstrated in the research by Xing et al (2011) Additionally, the effect of order inconsistencies on customer satisfaction varies by region, reflecting different tolerance levels for errors, according to Mentzer et al (2004) Numerous studies, including Chaisaengduean (2019), have shown a consistent positive relationship between order accuracy and customer satisfaction.

H4: There is a positive relationship between order accuracy and customer satisfaction

4.5 Relationship between customer satisfaction and repurchase:

Customer satisfaction is a critical factor influencing a customer's intention to make repeat purchases Higher levels of satisfaction directly correlate with a stronger likelihood of repurchase Therefore, understanding the importance of customer satisfaction is essential for businesses aiming to enhance repeat buying behavior.

HS: Satisfaction has a positive relationship with repurchase intention

In the initial phase of the research, the authors identified the study's motivation and established clear research objectives They explored theoretical foundations and previous empirical studies to create a robust theoretical framework, which facilitated the development of an appropriate research model and measurement scale Following the formulation of hypotheses, the authors utilized established measurement scales and indicators to quantify the model's factors Concurrently, interviews with various individuals were conducted to evaluate the suitability of these measurement scales and make necessary adjustments.

Following the preparatory phase, the authors created and distributed an online questionnaire Once the necessary sample size was achieved, the data collected was analyzed using IBM SPSS 26 to evaluate the research hypotheses The results of this analysis were discussed, leading to the development of recommendations based on the research findings.

This study employs the Likert Scale, a widely recognized tool for assessing the opinions, behaviors, and perceptions of participants Specifically, a 5-level Likert scale is utilized, allowing for responses that reflect five ascending levels of satisfaction or agreement.

The 5-level Likert scale, developed by American social scientist Rensis Likert in 1932, facilitates students' scientific research by providing a clear framework for measuring attitudes This scale ranges from 1 (Completely Disagree) to 5 (Completely Agree), allowing for a neutral option that enhances objectivity To ensure accuracy and specificity in research, we avoid using scale 3 due to its lack of flexibility and scale 7 because it may lead to confusion This structured approach enables meaningful analysis and interpretation of important variables, contributing to a more scientific understanding of research factors.

In our study, we identified four independent variables, one intermediate variable, and one dependent variable Through a thorough analysis of relevant aspects and previous research, we developed four independent variables consisting of 18 items, an intermediate variable comprising four items, and a dependent variable that includes three items.

Measure Symbol Measurements items References

I often recetve promotional codes SC1 for discounts or free shipping when buying fashion from China

The shipping fees of fashion items (Reibstein, 2002), (Lina Shippin SC2 from China on _ e-commerce et al, 2014), vent 6 platforms are lower than I thought (Muhammad Imrana and colleagues, 2018),

I am willing to switch to shopping colleagues, 2018) SC3 for fashion items from China because of the shipping cost incentives

Time of (Lina et al, 2014), shipment (Muhammad Imrana and

_ colleagues, 2018), TSI The time from ordering to receiving (Hameed and goods 1s relatively short colleagues, 2018) (Tran,

2019), (A Luhur Prianto and colleagues, 2020), (W Xia and Y TS2 Delivery time is fast as expected Tingting, 2016), (A Ali

I can choose the shipping method that suits my desired time

I can choose my preferred delivery time

Delivery time promptly met my needs

E-payment is supported by many different methods and card types

Payment services are available at any time always

The site typically displays the payment mformation and the final payment amount

Your personal information has not been released to other third parties by e-payment service providers for any other purposes

Products are delivered in accordance with the type of goods as ordered

Products are delivered in accordance with the product description

Products are delivered in the correct quantity as ordered and M Haseeb , 2016), (Ma, 2017)

(Lina et al, 2014), (Muhammad Imrana and colleagues, 2018), (Hameed and colleagues, 2018)

(Lina et al, 2014), (Muhammad Imrana and colleagues, 2018), (Hameed and colleagues, 2018), (Changsu Kim and colleagues, 2010)

Products are delivered in OA4 accordance with the quality as ordered

Products are carefully packaged OAS according to the requirements as ordered

I am satisfied with the above CSI service quality of e-commerce platforms

Customer CS2 I am satisfied with my experience (Reibstein, 2002), satisfaction on e-commerce platforms (Lassar and colleagues,

CS3 I will continue to use the logistics of e-commerce platforms

I intend to repurchase fashion items

RH from China on e-commerce platforms in the future

[ plan to continue using €- (rlavián & Guinaliu, 2006), commerce platforms to purchase (Parasuraman et al fashion items from China in the 2005), (Gefen, 2000), future (Jarvenpaa et al, 2000)

I intend to repurchase fashion items R53 ủom Chna on _— e-commerce platforms more often

Table 2 Measurement scale 1.3 Questionnaires design

The research questionnaire is divided into four key sections The first section outlines the survey's objectives and invites participants, helping them understand the survey's content The second part investigates whether users have purchased fashion products from China via Vietnamese e-commerce platforms and identifies if they reside and work in Da Nang City The third section gathers personal data such as gender, age, occupation, and shopping frequency Finally, the last part includes questions related to various scales, including shipping costs, delivery times, e-payment methods, order accuracy, and customer satisfaction.

Relationship between customer satisfaction and repurchase

Customer satisfaction is a critical factor influencing a customer's intention to repurchase Higher levels of satisfaction correlate directly with a stronger desire to buy again, highlighting the importance of understanding that customer satisfaction plays a significant role in shaping repeat purchase intentions (Tamilla Curtis and colleagues, 2011).

HS: Satisfaction has a positive relationship with repurchase intention

In the initial phase of the research, the authors defined the study's topic based on its motivation and established clear research objectives They explored theoretical foundations and previous empirical studies to create a robust theoretical framework, leading to the development of an appropriate research model and measurement scale After formulating hypotheses, the authors utilized established measurement scales and indicators to quantify the model's factors Concurrently, interviews were conducted with various individuals to evaluate the relevance of the measurement scales and make necessary adjustments.

Following the preparatory phase, the authors created and distributed an online questionnaire Once the necessary sample size was achieved, the data collected was analyzed using IBM SPSS 26 to evaluate the research hypotheses The results of this analysis were then discussed, enabling the authors to develop recommendations based on their findings.

This study employs the Likert Scale, a widely recognized tool for assessing the opinions, behaviors, and perceptions of a group Specifically, we utilize a 5-level Likert scale that captures responses across five ascending levels of satisfaction and agreement.

The 5-level Likert scale, developed by American social scientist Rensis Likert in 1932, is utilized in students' scientific research to measure attitudes and perceptions This scale ranges from 1 (Completely Disagree) to 5 (Completely Agree), providing a clear understanding of varying research factors The inclusion of a neutral option ensures objectivity; however, scale 3 is omitted for its lack of flexibility, and scale 7 is avoided to prevent confusion This approach enhances the accuracy and specificity of the research, allowing for meaningful analysis and interpretation of the selected variables.

In our study, we identified four independent variables, one intermediate variable, and one dependent variable Through a thorough analysis of relevant aspects and existing research, we developed four independent variables comprising 18 items, an intermediate variable with four items, and a dependent variable consisting of three items.