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The Covid-19 pandemic has created a significant change in the demand and buying behavior of consumers. It is a very reasonable reason for the explosion of the e-commerce context in Vietnam. Businesses will develop if they change quickly and seize the best opportunity. A recent Nielsen survey published at the 2020 Online Marketing Forum found that the number of consumers shopping online developed by 25%. Therefore, this research analyzes the influence of convenience and clients' trust on satisfaction and repurchasing intention in online shopping. The research model was proposed from previous studies. We tested 306 customers who active online shopping in Ho Chi Minh City, Vietnam. The Partial Least Squares (PLS) Algorithm with SmartPLS software was utilized to measure the measurement and structural models. PLS approach is a variance-based structural equation modeling (SEM) technique that is broadly studied in social science and business research. The study results pointed out that convenience has significantly positively related to satisfaction and rebuying intention. The results also reinforced that trust has an incredibly positive effect on satisfaction and rebuying intention. Furthermore, the results of the study supported that satisfaction has a positive association with rebuying intention. |
