Key Determinants and the Effects of Perceived Value on Online Repurchase Intention of E-Commerce in Vietnam

The purpose of this paper is to explore how customers’ repurchase intention of e-commerce in Viet Nam which is considered as a potential country in developing this field. This paper focuses to the effects of perceived value on online repurchase intention of e-commerce in Vietnam and what key determinants affect to the perceived value. To test the proposed hypotheses, the quantitative method is applied to collect the data. The partial least square (PLS) was used as a technique to analyze the data included the measurement as well as structural model. Data from this research collected from 261 Vietnamese online shoppers who have already purchased in E-commerce in Vietnam.