Abstract
This study aims to evaluate the impact of customer experience on brand equity and online repurchase intention in Ho Chi Minh city’s retail market. Structural equation modeling (PLS-SEM) was used with a survey sample of 572 observations to test the research hypotheses. The research results confirmed a positive and direct impact of customer experience on brand equity and online repurchase intention. In addition, customer experience has a positive and indirect impact on online repurchase intention through brand equity. In practice, online retailer should enhance optimal experience for customers to increase brand equity and online repurchase intention.
Keywords: Customer experience; brand equity; online repurchase intention; e-commerce.
JEL classification: M1, M31, L81.
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
