THE RELATIONSHIP AMONG ONLINE SHOPPING EXPERIENCE, CUSTOMER SATISFACTION AND REPURCHASE INTENTION

Abstract

This study aims to analyze the relationship among online shopping experience, customer satisfaction and repurchase intention. A sample of 320 customers in An Giang province was collected with convenience sampling. Cronbach's alpha, exploratory factor analysis, and hierarchical multiple regression were employed for data analysis. The results show the moderating role of online shopping experience on the relationship between customer satisfaction and repurchase intentions. In particular, it weakens the relationship of customer satisfaction with intention in repurchase.