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The relationship between online convenience, online customer satisfaction, buying intention and electronic word-of-mouth

Independent Journal of Management & Production, 2020-11, Vol.11 (7), p.2943-2966

2020. This work is published under https://creativecommons.org/licenses/by-nc-sa/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 2236-269X ;EISSN: 2236-269X ;DOI: 10.14807/ijmp.v11i7.1251

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  • Title:
    The relationship between online convenience, online customer satisfaction, buying intention and electronic word-of-mouth
  • Author: Le-Hoang, Phuong Viet
  • Subjects: Behavior ; Consumers ; Customer satisfaction ; Customer services ; Electronic commerce ; Internet access ; Product reviews ; Social networks ; Social research ; Word of mouth advertising
  • Is Part Of: Independent Journal of Management & Production, 2020-11, Vol.11 (7), p.2943-2966
  • Description: The purpose of this research aims to explore, measure, and analyze the relationship between online convenience, online customer satisfaction, buying intention, and electronic word-of-mouth (E-WOM) of the customers via the Exploratory Factor Analysis (EFA) and three model regression. To conduct the research, the author distributed 300 surveyed questionnaires, and the author collected 285 valid respondents. The results showed that online convenience, which has seven dimensions about convenience, includes access, search, evaluation, attentiveness, transaction, possession, post-possession convenience affect online customer satisfaction. Furthermore, as a result, online customer satisfaction influences online buying intention and electronic word-of-mouth. Based on that, the research recommends the necessary solutions to improve the buying intention and encourage customers to do E-WOM. Besides, this research opens a new field for further research in Vietnam.
  • Publisher: Sao Paulo: Independent Journal of Management & Production, I J M & P
  • Language: English
  • Identifier: ISSN: 2236-269X
    EISSN: 2236-269X
    DOI: 10.14807/ijmp.v11i7.1251
  • Source: AUTh Library subscriptions: ProQuest Central
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