A Study on the Effect of Online Shopping Mall Characteristics and System Quality on the Reuse Intention in Vietnam

This study is empirically to examine relationship of Vietnam Online Shopping Mall Characteristic, System Quality and Consumer Reuse. Data was collected by administering a survey to consumer used online shopping mall. The survey questionnaire comprised of a 5-point Likert scale. The demographic analysis was conducted using the frequency analysis method and relationship of variable was conducted using the EFA analysis, reliability analysis, multiple regression analysis. The results of study are “online shopping mail characteristic effect to consumer satisfaction”, “system quality effect to consumer reliability” but “System interactivity don’t effect to consumer Reliability”, and “consumer reliability and satisfaction effect to Consumer reuse Intention”.