The role of experience in shaping repurchase intention in Vietnam’s e-commerce

Authors

DOI:

10.46223/HCMCOUJS.econ.en.16.8.4694.2026

Keywords:

consumer experience; Expectation Confirmation Theory (ECT); repurchase intention; Social Cognitive Theory (SCT); UTAUT

JEL Classification:

D81; D91; D90

Abstract

This study examines the determinants of repurchase intention in Vietnamese e-commerce, with a focus on the moderating role of consumer experience. Data from 605 online shoppers were analyzed using structural equation modelling. Results show that satisfaction mediates the effects of performance expectancy, trust, and self-efficacy on repurchase intention, while effort expectancy has no direct effect on satisfaction. The results also highlight the moderating role of consumer experience in these effects. The study enriches the existing literature by emphasizing the mediating mechanism of the affective state (satisfaction) in shaping behaviors. Practical implications call for experience-based consumer segmentation and platform improvements to foster long-term customer loyalty.

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References

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Received: 12-08-2025
Accepted: 07-10-2025
Published: 19-10-2025

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How to Cite

Le, H. T., Pham, T. V. A., & Nguyen, T. T. T. (2025). The role of experience in shaping repurchase intention in Vietnam’s e-commerce. Ho Chi Minh City Open University Journal of Science - Economics and Business Administration, 16(8). https://doi.org/10.46223/HCMCOUJS.econ.en.16.8.4694.2026

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Copyright (c) 2026 Le Huyen Trang; Pham Thi Van Anh; Nguyen Thi Thuy Trang

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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