Factors Influence on Customers Repurchase Intention in Customer-To-Customer E-Marketplace. The Case of Shopee Vietnam

The Case of Shopee Vietnam Huynh Thi Vi Na Nguyen Van Phuong International University, Vietnam National University HCMC, Vietnam Abstract This paper empirically investigates the infl

Factors Influence on Customers Repurchase Intention in

Customer-To-Customer E-Marketplace The Case of Shopee Vietnam

Huynh Thi Vi Na Nguyen Van Phuong

International University, Vietnam National University HCMC, Vietnam

Abstract

This paper empirically investigates the influence of customers’ perception on customer satisfaction and repurchase intention towards one particular seller in customer-to-customer (C2C) e-marketplace in case of Shopee Vietnam By using the structural equation analysis (SEM) with a sample of 319 buyers who have already used Shopee online shopping service The result shows that customers’ perception of interaction and information quality have a direct positive impact on satisfaction with the seller and online repurchase intention, while product quality and price fairness perception only have an effect on customer satisfaction The result also indicates that customer satisfaction is the most significant factor that directly influences customer repurchase intention in C2C e-marketplace Moreover, the study also confirms the positive influences of effective use of instant messenger and feedback-comment system on customer perceived interactivity in the C2C platform This study provides some practical implications for sellers and similar operating platform to develop appropriate strategies and methods to retain customers in C2C e-marketplace

Keywords: C2C; e-marketplace; repurchase intention; satisfaction; CMC tools; Shopee

JEL codes: M, Z33

1 Introduction

Thanks to the rapid growth of the Internet, e-commerce has quickly attracted the attention of the public as well as the business community and researchers Recently, along with the growth of online shopping, Customer to Customer (C2C) e-commerce has been more and more popular in the e-commerce market In Vietnam, C2C e-commerce has been more active due to the entry of Shopee in 2015 If in the past, the C2C model in Vietnam is an only personal business model that sells to individuals and most only appears on forums and social networks Individuals and small shops will post product information, all the remaining procedures such as contact, payment, delivery are done manually This method does not have much performance and scale Nowadays, the C2C model is becoming more professional Although it is defined as a marketplace, it is not similar to traditional market Transactions are mainly conducted between buyer and seller; all orders have been completed, automatically implemented through the electronic system By this way, sellers can benefit from higher sales, while buyers have more options for lower prices (Tian, Y et al 2015) Founded in July 2015, Shopee is a Singapore-based mobile shopping platform Shopee's strategy focuses

on the Southeast Asian market, including Singapore, Malaysia, Indonesia, Thailand, the Philippines, Taiwan and Vietnam In Vietnam, there are no promotional activities, but Shopee is ranked in top 3 online shopping sites Shopee develops based on the C2C model (customers to customers), the online platform service that provides a place and opportunity for the sale of goods between the buyer and the seller Shopee has successfully integrated social networking like Facebook, Zalo, Twitter in their e-commerce platform in order

to enhance the effectiveness in communication between parties Buyers and Sellers are connected, exchanged directly through the features: Chat, Bid, Comment, Rating, Product Sharing and Tracking These features help buyers gather more information about the product and seller before they really feel confident for order Particularly, in recent times, Lazada.vn, Adayroi.vn, Tiki.vn, taking largest market share in Vietnam e-commerce market have shifted from B2C platform to C2C platform, which has shown the potential of C2C development in Vietnam e-commerce market

The increasing number of Vietnam e-marketplaces has broken down the entry barriers for the new businesses in e-commerce market The consequence is forming the intense market competition which is very low profitability and survival rate for online businesses It is noted that the expense for developing a new customer in the e-marketplace is considered higher than in traditional one But repurchased online buyers have tendencies to spend more than they do in the first time, once buyer-seller relationship exists, profits will grow faster and faster (Reichheld and Schefter, 2000) Therefore, in order to survive in the C2C e-marketplace like Shopee, online sellers must have effective ways to attract previous customers to make another purchase (Chen et al., 2017) Chiu et al (2009) also indicated that in order to gain profits from a buyer, that buyer must purchase at least four times at one same seller’s store However, in e-marketplace, only half of them have intention to repeat purchases This leads to the following question: What factors impact online buyers’ repurchase intention to a particular seller? The main objective of this study is to examine the potential factors affecting the decision to repurchase in C2C e-marketplace, thereby suggesting appropriate solutions to sellers and website developers

Numerous empirical studies have attempted to examine factors leading to online repurchase intention, focus on defined buying factors buying (Kim et al 2013); information systems (IS) success (Wang 2008); customer satisfaction (Khalifa and Liu 2007); website quality (Shin et al., 2013); website identification (King et al., 2016) and computer-mediated communication tools (Bao et al 2017, Ou et al 2014) However, these factors above had not been integrated into a comprehensive model yet This integrated approach is also lacking in Vietnamese online buyers researches Moreover, most of the e-commerce studies have examined primarily on the business-to-customer (B2C) context, largely ignoring the C2C context In order to fulfill the gap of previous researchers and accomplish the comprehensive model of repurchase intention; this research will explore more relevant literature about customer loyalty and from that develops an integrated model of repurchase intention

in C2C e-marketplace

Based on the above argument, this paper aims to answer: 1) what factors impact on customer satisfaction and repurchase intention towards one particular seller in the C2C e-marketplace? and 2) How do computer-mediated communication (CMC) tools influence interaction between buyers and sellers?

2 Literature review

Repurchase Intention

Fornell (1992) defined repurchase intention as a “consumer behavioral intention” using a service provider again in the future, based on his or her previous experiences In the online context, repurchase intention is defined as revisiting intention in the future of online buyers at one same shop (Kim et al., 2012) Gruen et al (2006) find that customer repurchase intention is used to measure the customer loyalty in C2C online context Enhancing loyalty from customers, sellers can gain lots of competitive benefits because loyal customers tend

to buy and spend more, search more for information and willing to give positive word-of-mouth than first-time customers (Jiang & Rosenbllom, 2005) Thus, the identification of determinants of intention to repeat purchasing in the C2C e-commerce is important for both sellers and practitioners in predicting customer behavior in the future (Kim et al 2013; Khalifa and Liu 2007; Shin 2013; Bao et al 2017, Ou et al 2014)

Satisfaction with seller

Customer satisfaction is viewed as a psychological state created from post-purchase evaluation when customers’ needs are met or exceed the pre-purchase expectations (Oliver, 1980) According to Shankar, Smith, and Rangaswamy (2003), online customer satisfaction is considered be formed from the customer evaluation about previous experiences including searching, buying, and using a product Bhattacherjee (2001) and Oliver (1980), in his Expectation Confirmation Theory, suggested that satisfied customers will form repurchase intention; because a dissatisfied buyer is more likely to search for alternative products and move to a competitor than a satisfied buyer Past studies were consistent with the findings that supported the positive relationship between satisfaction with behavioral retention (Wang, 2008; Shin et al., 2013; Hsu et al., 2014) This study thus proposes the following hypothesis:

H1: Satisfaction with seller has a positive effect on Repurchase intention

Perceived Product Quality

In previous studies, product quality perception is defined as the way consumers evaluate or perceive about the product’s overall performance (Chen, 2003) Keeney (1999) suggested that to survive in the online business,

it is required that sellers must maximize product quality along with minimize product cost Patterson (1993) figured out that perceived product quality is the most significant factor impacting customer satisfaction Multiple researches have similar finding that supported a correlation between perceived product quality with customer satisfaction (Sweeney, Soutar, & Johnson 1999; Tsiotsou, R 2006, Lin; C C et al 2011) In the context

of consumers’ satisfaction, Tsiotsou (2005) further showed that there is a strong relationship between product quality perception and intention to purchase, including predicting repurchase intention Many studies have provided the empirical evidence to support a positive direct effect of customer perceived product quality on purchasing behavior including intention to repeat (Bei & Chiao, 2006; Tsiotsou, R 2006; King et al., 2016) Based on the above arguments, this study thus proposes the following hypotheses:

H2a: Perceived product quality has a positive effect on Repurchase intention

H2b: Perceived product quality has a positive effect on Satisfaction with seller

Perceived Information Quality

DeLone & McLean (1992) defined information quality as desired characteristics of the product information Online information quality is the buyer’s evaluation of the quality of information about products displayed

on the seller website (McKinney et al., 2002) According to previous papers, information quality has been measured by following subconstructs: information accuracy; timeliness; format; relevancy; completeness; clarity and understandability; timeliness; ease of understanding personalization; and reliability (Brown & Jayakody, 2008; DeLone & McLean, 2003; Chen et al., 2017; Wang, 2016)

When sellers provide buyers with complete and helpful information, the buyers will take less effort to conduct additional searches for diminished information (Liang and Chen 2009) This implies that high-quality information displayed on the seller website demonstrates the sellers’ capability and their honest interest in customers; which will influence consumers’ satisfaction towards this seller website (Chen et al 2017) Hence, according to Chen et al (2017), the more customers perceived that the accuracy, format, reliability, and completeness of the information displayed on buyer’s website, the more they will be satisfied with the sellers What is more? Information quality also enables customers to make comparisons among products, enhance transaction security as well as understand purchasing procedures (Liu & Arnett, 2000) Thus, information quality can be a considerable factor when online shoppers revisit seller website in future intentions to make another purchase (Shin et al., 2013; Kim and Niehm 2009) This study thus proposes the following hypotheses: H3a: Perceived information quality has a positive effect on Repurchase intention

H3b: Perceived information quality has a positive effect on Satisfaction with the seller

Perceived Price Fairness

Zeithaml, (1988) defines the perception of the price is a monetary sacrifice that customer must take to obtain

a product For online shopping, product price fairness perception tends to be comparisons between vendors Herrmann et al (2007) stated that price fairness perception is a consumer’s assessment and associated emotions of whether their monetary sacrifice is more than or the same as competitors Pingjun Jiang (2005) indicated that in uncertainty performance as online shopping, a favorable price perception tenda to play a significant part in increasing both online satisfaction and intention to return Peatti & Peters (1997) also stated that when price perception matches with customers expectation, the customers will make a repeat purchase

In contrast, if customers perceive a monetary loss on price, they will switch to another online vendor (Keaveney, 1995) According to Fornell, et al (1992), price perception takes an important impact on customer satisfaction since customers tend to concern on price when evaluating product and service value Many studies have provided the finding that supported an influence of fairness perception on customer satisfaction and repurchase intention towards online shopping (Jiang & Rosenbloom, 2005; Grewal et al 2004; Martin 2009, Suhaily, L., & Soelasih, Y 2017) This study thus proposes the following hypotheses:

H4a: Perceived price fairness has a positive effect on Repurchase intention

H4b: Perceived price fairness has a positive effect on Satisfaction with the seller

Perceived Interactivity

Newhagen et al (1995) suggested interactivity including two dimensions: “(1) viewers’ psychological sense

of efficacy and (2) viewers’ sense of the media system’s interactivity” In online context, interactivity is defined

as ability for a member in the website communicate with other members (Hoffman and Novak, 1996) Perceived high interactivity may allow consumers to communicate with other members to access information from the website, which results to greater control of their shopping experience (Ballantine, 2005) Thus, it is suggested that perceived interactivity is understood as an antecedent of satisfaction (Shankar & Rangaswamy, 2003; Ballantine, 2005) In C2C markets, Chen et al (2009) found that the core competitive advantage of a C2C platform comes from members communication This is explained by interactivity is significant determinant for enhancing e-commerce loyalty because it enables customer to collect more information than searching experiences so that it increases the amount of information available to the customer (Ha et al., 2010) Thanks

to communication, buyer and seller have more chance to understand each other which will create a long-term buyer-seller relationship in online context (Ou et al 2014) There are many studies have demonstrated that interactivity is the significant determinant of repurchase decisions (Song & Zinkhan, 2008; Ha et al., 2010) The following hypotheses are suggested:

H5a: Perceived interactivity has a positive effect on Repurchase intention

H5b: Perceived interactivity has a positive effect on Satisfaction with the seller

Computer-Mediated Communication Tools

According to Kaplan and Haenlein (2010), Computer-Mediated Communication Tools (CMC) are considered as a mediator that connects buyer and seller as well as facilitates the communication effectively In C2C platform, typical CMC tools consist of the feedback & comment system and instant messenger (Ou et al 2014) Thanks to these tools, buyers and sellers have opportunities to share information, experiences and interact with each other (Cho et al 2005)

Instant messenger is an “online private communication channel” which can mimic traditional interactive face-to-face communications Thus, customers easily exchange information by attaching pictures, get advice from buyer, adjust the order information as well as negotiate for lower price (Bao et al 2016) On Shopee, Instant messenger tool is embedded on the website and customers use it to communicate with buyers Instant messenger also combines picture or photo taking feature so that pictures of products can be sent directly to seller to check the related information Besides, Instant messenger is similar to well-known chat tools such as Facebook messenger, Apple I-message, by which customers can use avatars and emoticons (such as smileys,

flashing icons) in diagrams which results in enhancing a buyer-seller relationship In sum, the effective use of Instant messenger in C2C e-marketplaces like Shopee facilitate communication and negotiation processes in online shopping experience, as the result, it enhances interactivity perception from customers (Bao et al, 2016,

Ou et al, 2014)

Feedback & comment system plays a role of evaluation tool that allows customers evaluate to a specific product after purchasing and the seller is also able to respond to customer’s feedback (Pavlou & Dimoka, 2006) In C2C platform, feedback & comment system can be viewed as a “two-way communication” tool in term of ratings and evaluations In details, when customers finish a transaction, both buyers and sellers can rate and write detailed text comments about that transaction Shopee encourages customers to give feedback, comments by providing a promotion that for each feedback, customers will receive 5 points value as 5 VND Following Ou et al.’s (2014) study, feedback & comment system allows two-way and synchronized communication in interaction between seller and buyer for both pre-purchase and post-purchase, so that the interactivity is influenced by feedback & comment system (Bao et al 2016) This study thus suggests the following hypotheses:

H6: Effective use of Instant Messenger has a positive effect on Perceived interactivity

H7: Effective use of feedback & comment system has a positive effect on Perceived interactivity

Conceptual Framework

Base on previous studies (Kim et al., 2013; King et al., 2016; Bao et al., 2016), the conceptual model is developed to illustrate relationships among variables mentioned in the hypotheses Figure 1 illustrates the

research framework [see Figure 1]

3 Methodology

Research methodology

This study employs a casual research design with quantitative approach The reason why choosing this method is that quantitative analysis is considered an appropriate method to measure the degree and extent of attitudes, ideas, performance, and other variables (Ledgerwood & White, 2006)

This study collects data through using online surveys Target population that is appropriate to the topic is online customers who have already used Shopee online shopping service Moreover, the study focuses on collecting data form university students including International University The reasons for this is that students are considered as large-scale internet users as well as represent a potential segment of online shoppers Thus, they can reflect the behaviors of online shoppers deeply (Li et al., 2006)

Research Design and Data Collection

The questionnaire must be designed in easy, clear and easy sentences for participants to understanding It consists of three main parts The first part includes screen question to classify respondents to find the right one The second part includes questions that determine observations of factors mentioned in conceptual model The final part includes questions to collect demographic information such as: gender, age, career, income per month, how long have respondent engaged in shopping online

The pilot test is conducted test the questionnaire effectiveness, and then make more appropriate adjustments in terms of content and language so that respondents can easily understand as well as access the study The suggestions and feedback from the pilot are included in the final version of the questionnaire The final questionnaire is used to test larger samples for the study

The questionnaire for observations in Table 1 [see Table 1] is designed based on previous papers and pilot test adjustments with the Likert scale of 5 points: (1) totally disagree; (2) disagree; (3) neutral; (4) agree; (5) totally agree

Collecting data activity is spread out for nearly 8 weeks (including pilot tests) The questionnaire is send private on Shopee and Facebook through Instant Messenger system to 400 people 330 answers were returned

to the system due to invalid addresses, and so on 11 of the surveys are eliminated from the study due to missing data and random, resulting in a total of 319 valid responses which are used for further analysis in this study

Survey response

Table 2 illustrates proportion of respondents’ demographic information [see Table 2] The number of female respondents is greater than number of male respondents (69.6% > 30.4%) The majority of the customers are from 18 to 24 with 73.4 % Students and officers are familiar with the online shopping on Shopee account for 77.7% and 11.9%, that is why most of respondents in survey earn less than 3 million VND (62.4%) Moreover, people have more experienced and keep online shopping habit for 2 years rate 46.7% has highest value, while number of people have under six months experiences less enjoy shopping online on Shopee account for 25.4%

4 Results

Statistical Product and Services Solutions 20.0 (SPSS) software and Analysis of Moment Structure 22.0 (AMOS) are used to analyze responses from participants The data analysis is conducted with several tests; the results of these tests are presented as below:

Exploratory Factor Analysis (EFA) and Confirmatory factor analysis (CFA)

First, EFA is conducted to reduce data into a smaller set of variables and then measure the number of factor and the factor structure as a set of variables After finalizing the number of factors, CFA is conduced to test whether the measurement model fits with the data from survey, which EFA technique is not meant to measure

At the first round of EFA test [see Table 3a], variables whose factor loading are greater than 0.5 grouped into eight factors as expected in the proposed theoretical model Item RI2 have a positive value of loading value less than the recommended 0.5, while Item PP3 and PQ5 have a positive value of loading value minus crossing value is less than 0.3, which does not satisfy with the threshold of EFA test (Hair et al., 2010) Thus RI2, PP3, and PQ5 are deleted After PQ5, RI2 and PP3 are dropped, the new adjusted EFA test has remain items grouped into eight factors as expected in the proposed theoretical model [see Table 3b] The value loadings and cross-loadings of the remaining items are displayed in Table 3b All items have factor loading greater than 0.5 as well as the value of loading value minus crossing value greater than 0.3, which is consistent with criteria for Exploratory Factor Analysis (Hair et al., 2010)

In order to evaluate model fit in CFA, the following indexes are applied: Chi-square/df ratio, Comparative Fit Index (CFI), Standardized Root Mean Square Residual (SRMR), Residual Mean Square Error of Approximation (RMSEA) and p of Close Fit (PCLOSE)(Gaskin, J & Lim, J 2016) In the CFA model fit results, almost goodness-of-fit indices of measurement model are very good: CMIN/df= 1.914 (≤3); SRMR= 0.059 (<0.08), RMSEA= 0.054 (≤0.06) and PClose= 0.154 (>0.05) However, CFI of measurement model did not meet the required value of 0.95 with the value of 0.930 but still in acceptable scale (Gaskin, J & Lim, J., 2016) Therefore, the low value of CFI does not distort the results of the study

Reliability and validity

To test the reliability and validity, three indexes are used: (1) Cronbach’s alpha; (2) composite reliability (CR) and (3) average variance extracted (AVE)

Composite Reliability (CR) and Cronbach’s Alpha are two important tests to evaluate the internal consistency reliability The rules for Cronbach’s Alpha and Composite Reliability as follow: the overall Cronback’s Alpha > 0.6, Item-total correlation > 0.3., Composite reliability > 0.70 (Nunnally and Bernstein, 1994; Chin, 1998) Tables 4 presents the Cronbach’s Alpha and Composite Reliability (CR) of all items of all

factors after running SPSS 20.0 software The table presents that Cronbach’s Alpha is significant showing that most items are effectively measuring the same factor All items which are over 0.3 satisfy the Item-total correlation Moreover, the CR results obviously satisfy the conditions of the test with the values are greater 0.7 Therefore, the internal consistency reliability is confirmed with confidence

Average Variance Extracted (AVE) is the important tests in testing the construct validity and discriminant validity to guarantee the fitness of measured model The thresholds for this value are: the AVE value must greater than 0.5, the correlations between two constructs are all smaller than the square root of the construct’s AVE (Fornell and Larcker, 1981; Hair et al., 2014) In the first test (results are showed in the table 4), there is a Convergent Validity concern in terms of factor “Effective use of Feedback & comment system” (FB) because the AVE less than 0,5, which does not satisfy the conditions of the test To solve the Convergent Validity problem, the item FB4 is eliminated in order to improve the value of AVE After adjustment, the results of AVE value are showed in the table 5 All the value obviously satisfy the validity measure thresholds with the AVE values are greater 0.5, and the square root of AVE values are larger than the inter-construct correlations; Hence, the results the validity test satisfy to move the next steps

Testing the hypotheses and discussion:

Structural Equation Modeling (SEM) test is used to test the hypothesized relationships in the proposed conceptual model Table 6 shows the results of SEM by AMOS 22.0 software

The effects of perception factors on customer satisfaction with seller (H2b, H3b, H4b, H5b):

Based on SEM’s results [see Table 6], all these hypotheses are supported because their p-values are less than 0.05 This implies that all factors of perception including Product quality (PQ), Information quality (IQ), Price Fairness (PP) and Interactivity (IT) have significant positive impacts on satisfaction with seller (SA) with their standardized regression weight of the direction are 0.293, 0.314, 0.222 and 0.134 This finding is similar

to the argument of Ballantine’s (2005), Lin C C et al.’s (2011) and Kim et al.’s (2013) studies which highlighted that consumer satisfaction is significantly impacted by the quality of product, information interaction and price fairness This shows that even though the current study examines in Vietnam C2C context instead of B2C platform, and it still find that Vietnamese buyers in both e-commerce platform consider perceptions of Product quality, Information quality, Price Fairness and Interactivity are important determinants in building online customer satisfaction

The effects of perception factors on customer repurchase intention (H1, H2a, H3a, H4a, H5a):

Based on SEM’s results [see Table 6], only three hypotheses are H1; H3a and H5a are supported because their p-values are less than 0.05 In details, there are only three out of 5 factors namely Satisfaction with seller (SA), Perceived Information quality (IQ), and Perceived Interactivity (IT) have directly significant influences

on customer repurchase intention (RI) with their standardized regression weight of the direction are 0.605, 0.194 and 0.204 This proves that Satisfaction with seller (SA) is the factor has the most influence on repurchase intention (RI) The result of this study is appropriate with Hsu et al.’s (2013), Wang (2008)’s, Kim and Niehm’s (2009) and Ha et al.’s (2010) findings suggesting a positive influence of customer satisfaction, perceived information quality and perceived interactivity to repurchase intentions Thus, seller in e-marketplace should develop appropriate business strategies and methods to meet customers’ expectation, especially improve the quality of information and interaction to maintain long term relationship with customers This can be achieved

by developing the right mix of website content and services, especially after-sale service In details, sellers should proactively display important information such as a pop-up discount, hot deal or FAQs (frequently asked questions) on their front sites Ensuring information quality by providing relevant, sufficient, accurate, and up-to-date information makes comparisons among alternative sellers easier for customers, so that they are likely to remain their satisfaction and loyalty to that seller

On the other hand, the direct relationship between perceived product quality (PQ) with repurchase intention (RI) is insignificant since the hypothesis H2a was not supported (p-value = 0.828 > 0.05) [see Table 6] This result is contradicted with previous research conducted by Tsiotsou, R (2006); King et al., (2016) that stated product quality perception takes an impact on repurchase intention The difference in result between this study and antecedent studies may be due to the fact that online product quality is not good as reality as

be displayed by the seller Since the business operations between B2C and C2C platform are not the same, most of vendors in C2C e-commerce are small entrepreneurs without any business certification If in Lazada

or Adayroi, sellers who want to sell the goods must take a series of procedures and prove the origin of each type of product But seller in Shopee is extremely easy, they just provide simply photo, product information without any Certification of business So one of the downsides when shopping on the Shopee is very easy to have fake, since the goods here are not censored quality input The leads to a consequence that buyers do not satisfy and trust on any sellers in Shopee They easily switch to alternative shops that offer similar products they want to purchase As a result, product quality is not an important factor for customer repurchase intention

in C2C e-marketplace

Hypothesis H4a, predicting a direct positive relationship between the price fairness perception (PP) and the repurchase intention (RI), is statistically not significant (p-value = 0.227 > 0.05) [see Table 6] The results shows that the price fairness perception has no influence on repurchase intention This finding is not consistent with previous studies of Grewal et al (2004); Martin (2009); Suhaily, L., & Soelasih, Y (2017) that suggest a positive influence of perceived price fairness to repurchase intentions The possible explanation is due to the economical price in online shopping Most of Shopee’s customers stated that the purchase on Shopee is cheaper than other websites There are a huge of discount or sale events conducted everyday, which are joined

by lots of sellers with variety of product types This leads to a intense competition among Shopee sellers, thus mostly sellers offer the same low price for the same product Hence, Shopee customers do not concern if a buyer in Shopee provided low price or even they will switch to purchase in another seller that have similar product since they believe that seller will offer better competitive price than previous one This explains why customers have low repurchase intention towards one seller on Shopee in term of price

The effects of computer-mediated communication (CMC) tools on interaction between buyers and sellers (H6, H7):

Two hypotheses H6 and H7 are supported because of significant p-value [see Table 6] Results show that CMC tools have direct effect on interactivity perceived by Shopee buyers This finding is consistent with Ou

et al.’s (2014) and H-Bao et al.’s (2016) research that CMC tools in e-marketplace facilitates the communication and interaction between buyer and seller Effective communications provide good condition for the buyers to get more knowledge about the product they are going to buy, as well as for the seller to understand their product and concern form customers, then build a strong seller-consumer relationship in e-marketplace context In this manner, this current study recommends to other online marketplaces, such as Lazada and Shendo, could consider applying CMC tools (e.g., IM, and feedback-comment system) into their platforms to help gain similar strategic benefits

According to the outcomes analyzed above, this leads to the result for final research model [see Figure 2]

5 Conclusions

In order to understanding the mechanism of consumers’ repurchase intention in Vietnamese C2C e-marketplace in case of Shopee, this study empirically examines the effects of customers’ perceptions on customer satisfaction and repurchase intention towards one seller By integrating these in one model, this study has provided a key finding of the important effects of perceived information quality, interaction quality and satisfaction with seller (including satisfied product quality, information quality, price fairness and interactivity) on customer repurchase intention With these findings, this study provides directions for online

seller in e-marketplace to identify what attributes need to focus to enhance buyer repurchase intention Moreover, this study plays a role as an evidence proving why CMC tools are critical and must have for enterprises which have been developing online marketplaces models not just in Vietnam, but in Southeast-Asian markets as well

Limitations and recommendation for future research

Besides the above conclusion, this study has some limitations that open up research opportunities for future researchers Firstly, this research focuses on a single e-commerce platform Shopee.vn, which is just a new-bee

of Vietnam e-commerce industry not widely perceived as dominating Vietnam e-marketplace Future research can extend the subject of this study to other e-commerce platforms such as Lazada.vn and Shendo.vn to better understand customer behaviors in Vietnam e-marketplace

Secondly, product categories likely to be an influential factor on repeat purchase intention In term of different products, consumers’ online behaviors are not the same Further researchers can extend the investigation by examining this research model in different products categories

Finally, this study empirically examines the effects of perception factors on repurchase intention instead of actual repurchases In E-commerce-based studies of buyer behavior, it is noted that behavior intentions significantly correlate with actual behavior (Ou et al 2014) Future researchers should further extend this research model with actual repurchases as the dependent variable

Acknowledgement:

It is acknowledged that this work is not supported by any finding organization

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