Luận văn thạc sĩ UEH factors influence on customers repurchase intention in customer to customer e

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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

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