the impact of customer experience when buying onlineon the satisfaction and online purchase intention ofconsumers in da nang city

19Figure 8 Research model of Ganesh Dash, Kip Kiefer và Justin Paul 2021...20Figure 9 Research model of Nguyen To Nhu, Nguyen To Uyen, Dang Thi Kim Ngan 201721Figure 10 Research method..

THE UNIVERSITY OF DA NANGUNIVERSITY OF ECONOMICS

-COURSE PROJECTCOMMERCIAL BUSINESS

The impact of customer experience when buying onlineon the satisfaction and online purchase intention of

consumers in Da Nang city

Lecturer: Phan Thi Nhung

Students: Le Phuong Cam Linh – 191124008112

Nguyen Thi My Quynh – 191124008338 Nguyen Thi Thu Thao – 191124008342 Trinh Thi Thu - 191124008346

DA NANG, 25 DECEMBER, 2022TH

TABLE OF CONTENTS

PART 1 : INTRODUCTION 1

1 Reason for choosing the topic of the research paper 2

1.1 Research objective 3

1.1.1 General research objective 3

1.1.2 Specific research objective 3

1.2 Research question 3

2 Research subject and scope 3

2.1 Research subject 3

2.2 Research scope 4

2.2.1 Scope of research in terms of space 4

2.2.2 Scope of research in terms of time 4

3 Research method 4

3.1 Qualitative research method 4

3.2 Quantitative research method 4

4 Research paper layout 5

PART 2 : CONTENT OF THE REPORT 6

CHAPTER 1 Theoretical basis and research model 6

I Overview 6

1 Research overview 6

2 Overview of current online shopping behavior 6

II Some related concepts 7

1 Customer experience 7

2 Online customer satisfaction 8

3 Customer satisfaction 9

4 Online purchase intention 10

III An overview of the theoretical background of online customer experience 11

IV Related research models 12

V Research model and hypothesis development 24

1 Research model development 24

1.1 Pre-purchase stage and customer satisfaction 26

1.2.1 Ease of check out 29

1.4 Customer satisfaction and online purchase intention 32

CHAPTER 2 Research Method and Measurement 32

I Research method and process 32

1 Approach to quantitative research 32

2 Research process 32

3 Scale construction and designing the questionnaire 33

3.1 Sacle construction 33

3.1.1 Website design (WD) 33

3.1.2 Ease of use (EOU) 34

3.1.3 Information quality (IQ) 34

3.1.9 Ease of return (RE) 37

3.1.10 Customer satisfaction (CA) 38

3.1.11 Online purchase intention (OPI) 39

3.2 Test investigation 39

3.3 Official questionnaire structure 39

3.4 Official research 41

3.4.1 Survey subjects and data collection methods 41

3.4.2 Sampling method and sample size 41

3.4.3 Data analysis methods 42

SUMMARY OF CHAPTER 2 46

PART 3 : REFERENCES 47

LIST OF FIGURES

Figure 1 Growth rates of some regions in 2020 and 2021 7

Figure 2 Research model of Thi Song Hanh Pham và Mohammad Faisal Ahammad (2017) 13

Figure 3 Research model of Ting Chi (2018) 14

Figure 4 Research model of Shefali Jaiswal và Anurag Singh (2020) 15

Figure 5 Research model of Nan Chen và Yunpeng Yang (2020) 17

Figure 6 Research model of Sanjay Dhingra, Shelly Gupta và Ruchi Bhatt (2020) 18

Figure 7 Research model of Muh Haerdiansyah Syahnur, Jafar Basalamah và Ackhriansyah Ahmad Gani (2020) 19

Figure 8 Research model of Ganesh Dash, Kip Kiefer và Justin Paul (2021) 20

Figure 9 Research model of Nguyen To Nhu, Nguyen To Uyen, Dang Thi Kim Ngan (2017)21Figure 10 Research method 26

Figure 11 Research process 33

Figure 12 Structure model evaluation process 44

LIST OF TABLESTable 1 Synthesis of studies using customer experience theories in research on customer satisfaction and online purchase intention 11

Table 2 Scale construction: Website design 33

Table 3 Scale construction: Ease of use 34

Table 4 Scale construction: Information quality 34

Table 5 Scale construction: Brand reputation 35

Table 6 Scale construction: Ease of check out 35

Table 7 Scale construction: Security 36

Table 8 Scale construction: Order fulfilment 36

Table 9 Scale construction: Customer service 37

Table 10 Scale construction: Ease of return 37

Table 11 Scale construction: Customer satisfaction 38

Table 12 Scale construction: Online purchase intention 39

Table 13 Questionnaire structure 40

Table 14 Internally consistent reliability evaluation criteria 42

Table 15 Criteria for assessing convergence accuracy and discriminant accuracy 43

Table 16 Structural model testing criteria 44

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PART 1 : INTRODUCTIONABSTRACT

Online customer experience has been an important academic and practical topicof interest, especially in the rapidly developing era of information technology Thisstudy theoretically developed a new research model and examined the factors of threedifferent stages of the purchasing process (before, during and after purchase) tocustomer satisfaction, which leads to online purchase intention The study's sampleincludes 450 consumers living and working in Da Nang city This research paper willcontribute to the literature related to online customer experience by analyzing theinfluence of the above factors Implications and recommendations for further studiesare also discussed in this study.

Keywords: Customer experience, online customer experience, customersatisfaction, online purchase intention.

1 Reason for choosing the topic of the research paper

According to Holmlund et al (2020), with the rapid development of onlineshopping, customer experience gradually became the main source of a retailer'ssustainable competitive advantage through providing differentiated values Retailersneeded to pay attention to changes in the customer experience to increase customersatisfaction in order to gain a long-term sustainable competitive advantage (Arijit etal., 2020) According to research conducted in 2013 by Trueman et al., studying thefactors that create the online customer experience was an area that plays an extremelyimportant role in marketing research Although sales in the online retail industry arestill experiencing safe growth, online retailers are still facing major challenges From acustomer perspective, it costed them very little (even zero) to switch between onlinestores (Mutum et al., 2014) So, to attract and retain customers, online retailers need tocreate a more enjoyable and amazing shopping experience than the competition Thismeans that they must understand the online experience to nurture customer loyalty.Most research investigating factors that influence online customer experience had atendency to focus on the pre-purchase and purchase stages, such as retail websitefeatures, including website design and performance, information quality, ease of use,and security (Turban et al (2000), Srinivasan et al (2002), Park and Kim (2003),Pereay Monsuwé et al (2004), and Rose et al (2012)) These studies had paid littleattention to the post-purchase phase Additionally, studies examining customersatisfaction across all stages of the online shopping process are still limited Only Raoet al (2011) examined the impact of retailers' ability to fulfill orders; Griffis et al.(2012) examined the impact of merchandise returns on online customer satisfaction.Besides, Liu et al (2008) along with Thirumalai and Sinha (2011) were the only tworesearch groups that are trying to combine many different elements of the entire onlineshopping process However, their study overlooked an important factor in the post-purchase period, which is the customer's experience of product returns.

If only looking at one component of the entire online customer experienceprocess, it would be difficult for retailers to fully understand the whole process so thatthey can recommend effective business strategies to improve customer satisfaction,customer experience and enterprise sales (Liu et al., 2018).

Specifically, after analyzing research papers and scientific articles in the fieldof Customer Satisfaction and Online Purchase Intention of customers, the authors hasfound 8 related articles.

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1.1 Research objective1.1.1 General research objective

Analyze the factors and evaluate their influence on customer satisfaction,thereby affecting the online purchase intention of people in Da Nang city.

1.1.2 Specific research objective

- Research relevant literature to propose theoretical research models.

- Determining the factors affecting customer satisfaction, thereby affecting theonline purchase intention of Da Nang people.

- Assess the influence of factors on customer satisfaction, thereby affecting theonline purchase intention of Da Nang citizens Determine which factors havethe strongest influence on customer satisfaction.

- Assessing the influence of customer satisfaction on the online purchaseintention of Da Nang inhabitants.

- Propose administrative implications for businesses to improve online customerexperience, impact customer satisfaction, thereby leading to online purchaseintention of consumers living and working in Da Nang city.

- What should businesses do to influence consumer satisfaction, therebyaffecting the online purchase intention of Da Nang people?

- What should businesses do to improve the likelihood of consumers buyingonline in Da Nang?

2 Research subject and scope2.1 Research subject

Factors affecting customer satisfaction, thereby affecting the online purchaseintention of consumers in Da Nang city.

2.2 Research scope

2.2.1 Scope of research in terms of space

This research studies consumers in Da Nang city.

2.2.2 Scope of research in terms of time

This research collects data from October 2022 to December 2022.

3 Research method

This study uses a combination of both qualitative and quantitative research methods.

3.1 Qualitative research method

- Desk research: Collecting documents and research articles available in

Vietnam and abroad to have an overview of the research problem andunderstand the theoretical bases for the research topic.

- Interviewing experts: Interviewing experts who are lecturers of the Faculty of

E-commerce in order to complete the theoretical basis, research models on thefactors affecting customer satisfaction, thereby affecting the customer's onlineintention to purchase In addition, the authors also conduct interviews withpeople doing online business in Da Nang city to understand the actual situationof the topic better, thereby offering suitable solutions for the research.

- Group discussion: Participate in discussions with experts and lecturers in the

industry to perfect the theoretical basis Besides, the research members alsocooperate with each other, discussed and exchange to develop the topic as wellas complete the survey questionnaire.

- Observation: Observe consumer interactions on websites, e-commerce sites

and Fanpages of online businesses in Da Nang to capture customer trends ofonline shopping behavior today.

3.2 Quantitative research method

- Quantitative research method is to collect and analyze information based ondata collected from the market - Da Nang city, specifically, consumersanswering the study's questionnaire The data that is collected in this research isprimary data Data will be collected through surveys sent to online consumersby Google Forms.

- This method is implemented through the process of collecting and analyzingdata in order to test the model, verify the scale, confirm the hypothesis andanswer the research questions that have been set out previously.

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- After collecting, the team will review the valid data to perform data encryption.The authors use SPSS to make descriptive statistics, evaluate the researchscale, analyze relationships and finally draw conclusions This investigationhelps to understand the market situation to come up with appropriate solutionsand business models better.

4 Research paper layout

Chapter 1: Theoretical basis and research modelChapter 2: Research method and measurementChapter 3: Research results

Chapter 4: Conclusion and management implications

PART 2 : CONTENT OF THE REPORT

CHAPTER 1 Theoretical basis and research modelI Overview

1 Research overview

The rapid change of technology has led to a significant change in thepurchasing behavior of consumers Instead of shopping directly at the store, manypeople have turned to online shopping because of its convenience Moreover, thecustomer's store-to-store switching costs are nearly zero This has posed a bigchallenge for e-retail businesses in understanding the factors affecting customersatisfaction, thereby leading to online purchase intention.

Based on the idea of Dynamic Model of Online Customer Experience, thisstudy has explored the satisfaction and purchase intention of Da Nang consumers fromthe perspective of considering factors belonging to three different stages (4 elementsof the pre-purchase stage, 2 elements of the buying stage and 3 elements of the post-purchase stage) of the customer journey.

A questionnaire was designed to confirm the proposed hypotheses The resultsof the study will show that e-retail businesses should invest their company's resourcesin improving which factors in which stage to improve customer experience; thereby,increasing customer satisfaction and stimulating online purchase intention.

2 Overview of current online shopping behavior

Online shopping is currently the most popular trend in the digital age becauseof the tremendous development of technology and the conveniences it brings,including the ability to save time, money, effort, money and many other benefits Thisis reflected in the percentage of consumers who shop online as well as the incomegenerated by online retail, both of which are constantly increasing over time(Germany et al., 2022).

According to the Vietnam E-commerce Association (VECOM), the averagegrowth rate of e-commerce from 2016 to 2019 was about 30% Retail e-commerce ofconsumer goods and services had grown in size, from $4 billion in 2015 to about$11.5 billion in 2019 Vietnam's e-commerce grew by about 15% in 2020, and reachabout 13.2 billion USD By 2021, the growth rate of Vietnam's e-commerce hadreached over 20% and surpassed the 16 billion USD mark Thanks to the effectivemanagement of the Covid-19 epidemic and the growth drivers from the second wave

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of the epidemic, this rate will continue to increase significantly in this 2022 (VECOM,2022)

Figure 1 Growth rates of some regions in 2020 and 2021

For consumers, 2020, 2021 and 2022 mark a change in consumption habits, asonline shopping has become popular thanks to the convenience of online transactionsand attractively promotional programs The traditional purchasing behavior isgradually decreasing, especially due to the impact of the Covid-19 outbreak in anenvironment of limited travel and contact (Tam and Hien, 2022) According to Nielsenresearch, when Covid-19 occurred, more than 50% of customers reduced thefrequency of going to the store and 39% increased the frequency of shopping via theinternet Notably, 64% of consumers said they would continue to shop online moreoften after Covid-19 (Nielsen, 2020) As can be seen from the above data, the buyinghabits of Vietnamese consumers had changed significantly (UK, 2021).

II Some related concepts1 Customer experience

Customer experience had always been an important subject of research in thefield of marketing, because attracting customers through creating a positiveexperience can directly increase a company's profits (Hoffman et al., 2000; Grønholdtet al., 2015) It had become an important factor for retailers to implement

differentiation strategies to gain a sustainable competitive advantage (Artusi et al.,2020) Also according to Artusi et al (2020), with the context that customers wereliving in a developed economy, the competitive advantage of businesses would comefrom creating experiences based on products or services to attract customers Hult etal (2019) argued that customer experience was an intrinsic and subjective response inthe process of direct and indirect contact between customers and businesses, includingmany aspects of service quality provided by the company such as advertising,packaging, functionality, user-friendliness as well as reliability of products andservices Sebald, Jacob (2020) and De Keyser et al (2015) proposed that customerexperience originates from consumers' emotions at different levels, including rational,emotional, psychological, physical and senses According to a study conducted in2018 by Otterbring and Lu, customer experience involved all touchpoints from themoment a customer sees a product or service The customer experience can result inthe consumer's emotional and cognitive interactions with the company (Godovykh andTasci, 2020) The results of these interactions will be able to make an impression inthe minds and hearts of consumers; thereby, may influence their assessment of thecompany's products or services According to research conducted in 2020, Godovykhand Tasci suggest that customer experience can also be measured by 4 components:cognitive, affective, sensory and visual It can be said that the customer experience hasbecome an important part of the value creation process of retailers During theshopping process, that businesses actively creating positive emotional experiences isable to shape customer satisfaction and loyalty (Vakulenko, 2019).

The above research also showed that customer experience was the mostimportant determinant of customer satisfaction This experience was also an importantand strategic differentiator for retail companies to differentiate themselves fromcurrent and potential competitors in the business market

2 Online customer satisfaction

In recent years, online customer experience had become the focus of servicemarketing researchers (Nambisan and Watt, 2011) When competition among onlineretailers became more intense, it was important to gain more knowledge about theonline customer experience in the digital environment to improve sales, profits andgrow loyal customer base (Jun, Yang and Kim, 2004) Cho and Park (2001) arguedthat online customers were not simply shoppers but also information seekers ortechnology users Therefore, we could see that the online customer experience wasmore complex than the online shopping experience (Constantinides, 2004) The online

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shopping interaction did not take place at the retailer's store; therefore, the e-retailermay not have complete control over all aspects of shaping the online customerexperience (Verhoef et al., 2009).

Rose et al (2012) said that online customer experience was a “psychologicalstate of the user, expressed as a subjective response to the website” Customerexperience in e-retail can be measured in two dimensions, namely emotionalexperience and cognitive experience (Tyrväinen, Karjaluoto and Saarijärvi, 2020) Thepremises of customer experience in e-retail were customer service, websiteexperience, product experience, delivery experience and brand experience (Singh andSöderlund, 2020) According to a number of studies conducted, variables that werelikely to affect customer experience can also be website aesthetics, ease of use or easeof customization (Martin et al., 2015; Trevinal and Stenger, 2014; Rose et al., 2012;Hoffman and Novak, 2009) Customers' online purchasing behavior would beinfluenced by a positive online customer experience (Bridges and Florsheim, 2008) A positive online customer experience facilitated long-term brand loyalty (Brodie etal., 2013; Wirtz et al., 2013) Bilgihan et al (2016) had shown that repurchaseintention was one of the main consequences of improving online customer experience.

3 Customer satisfaction

Yap, Ramayah and Shahidan (2012) gave the definition that satisfaction wasthe overall attitude of customers towards a service provider In 2004, a studyresearched by Liang and Wen-Hung explained customer satisfaction as a measuredevaluation after consumption Similarly, Ningsih and Segoro (2014) definedsatisfaction as the attitudes, evaluations and emotional responses expressed byconsumers after the purchase process Fornell (1992) considered customer satisfactionas an attitude formed on the basis of the experience after a customer bought a productor used a service and paid for it According to Pan and Nguyen (2015), customersatisfaction was defined as an assessment based on the comparison between customerexpectations and actual experience Oliver et al (1997) defined customer satisfactionas “the positive response of meeting customer needs.” Furthermore, in researchconducted in 2003, Wong and Sohal stated that meeting more consumer expectationswhile providing products or services creates a higher probability of repurchase for acompany Most studies confirmed that satisfied customers were more likely torepurchase and have a good relationship with an organization (Blodgett and Anderson,2000; Maxham and Netemeyer, 2002) In addition, Martínez and del Bosque (2013)found that customer satisfaction can be used as an important indicator of the overall

performance of the business Customer satisfaction had a positive influence oncustomer trust, retention and repurchase intention, so satisfaction was considered as akey determinant of customer loyalty (Gustafsson) et al., 2005; Liang and Wen-Hung,2004) Similarly, in the 1997 study conducted by Heskett, Sasser and Schlesinger, theyalso demonstrated that customer loyalty was measured as a direct result of customersatisfaction Also in this study, the authors had shown that customer satisfactioninfluenced purchase intention and determined future purchasing power.

4 Online purchase intention

For purchase behavior, purchase intention was defined as an individual'swillingness to purchase an item (Tirtiroglu and Elbeck, 2008; Raza et al., 2014).Consumer purchase intention was important in predicting consumer behavior.

According to Meskaran et al (2013), online purchase intention was derivedfrom purchase intention Meskaran (2013) and Pavlou (2003) defined that onlinepurchase intention was a customer's willingness to purchase a product or service viathe internet This term was used when customers were willing to search, select andpurchase products through the Internet The way a business operates could be assessedbased on the purchase intention of the customer (Howard and Sheth, 1967) For e-commerce businesses, determining customer intent was even more important.According to He et al (2008), lack of online purchase intention was a serious obstaclein e-commerce development and would have a serious negative effect on onlinebusiness According to research done by Blackwell et al (2001), shopping intentionwas one of the two factors that directly affect the buying behavior of consumers.Based on the research of Delafrooz et al (2011), we can see that online shoppingintention was an important step to make a specific purchase behavior over the Internet.Online purchase intention can be measured by shopping expectations andconsumers' consideration for that item/service (Laroche, Kim and Zhou, 1996) Theintention to buy online begins with the product review To make the assessment,individuals used their current knowledge, experience and external information(Bukhari et al., 2013) According to David et al (2002), customers' intention to shoponline was influenced by many factors such as personal characteristics (gender, age,marriage, education, religion, occupation and income, personality and lifestyle);environmental factors (family, society and community); factors from the seller (price,advertising, trade promotion, brand, technical support activities via website, delivery,payment and customer services) These factors directly and indirectly affected thepurchase intention of customers In addition, according to the research results of

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Xiang Yan and Shiliang Dai (2009), online purchase intention was influenced by twogroups of factors: perceived benefits and perceived risks Perceived benefits positivelyaffected online shopping intention and perceived risks negatively affected customers'online shopping intention (Xiang Yan and Shiliang Dai, 2009).

III An overview of the theoretical background of online customer experienceDynamic model of online customer experience

The dynamic model of online customer experience studied by Klaus' (2013)overcomes the limitations of the model studied by Chircu and Mahajan (2006) whendetermining the online purchasing process including three different stages which arebefore, during and after the purchase stages.

- Pre-purchase stage: This phase included activities such as information searchand information evaluation Previous studies had shown that various retailwebsite features including site performance, ease of use, site appearance,information quality, and customization created the experience of the customersin the pre-purchase period and had a positive influence on customer satisfactionfor e-retailers (Srinivasan et al., 2002; Liu et al., 2008 and Rose et al., 2002;Liu et al., 2008) , 2012).

- Purchase stage: This phase included activities such as product selection,ordering, and payment It involved the shopper performing activities such aschoosing a shipping method, filling out details and confirming the order atcheckout (Kotler, 1997a,b).

- Post-purchase stage: This phase involved activities such as product reviews andreturns The post-purchase experience was an important part of the onlineconsumer experience because it was only at this stage that the online customercan check the product (Kotler, 1997a,b).

Table 1 Synthesis of studies using customer experience theories in research oncustomer satisfaction and online purchase intention

Thi Song Hanh Pham,Mohammad Faisal Ahammad(2017)

Dynamic model ofonline customerexperience

- Product information- Ease of use- Security assurance- Customization

- Website appearance- Order fulfillment- Ease of Return- Ease of check out - Responsiveness ofcustomer service

Nguyen To Nhu, Nguyen ToUyen, Dang Thi Kim Ngan(2017)

- Information quality- Website design- Product characteristics- Reputation of supplier- Ability to trade- Feedback- Security/Privacy- Payment methods- Delivery stage- Customer service- Product quality

IV Related research models

a Research model of Thi Song Hanh Pham và Mohammad Faisal Ahammad(2017)

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Figure 2 Research model of Thi Song Hanh Pham và Mohammad Faisal Ahammad(2017)

With the rapid development and fierce competition of the retail industry,business owners are always trying to create a competitive advantage by enhancing thecustomer experience in the interaction and purchase journey The purpose of thisresearch paper was 1) seek the way to broaden consumers' knowledge about the onlineshopping experience, 2) identify the most important factors that affect customersatisfaction, from the entire online shopping process, 3) fill the gap in research bylooking at pre-purchase, purchase and post-purchase experience simultaneously, 4)contribute to the e-retail literature by developing and testing a new model, 5) suggestimportant governance implications that e-retailers should focus on in their businesspractices to enhance customer satisfaction and lead to the loyalty of the customer.

(Dynamic model of online customer experience) of Klaus' (2013) was used asthe theoretical framework for this study The sample study included UK onlineshoppers The sample size was 600 people surveyed through a questionnaire.

The results from this study showed that a positive relationship existed betweenhigh quality product information, ease of use, customization, ease of order fulfillment,security assurance, high order fulfillment, responsive customer service, ease ofproduct return with customer satisfaction Besides, the relationship between website

interface and customer satisfaction were not supported in this study In addition,customer satisfaction will have a positive impact on customers' repurchase intentionand their word of mouth On the contrary, satisfaction will not make customers willingto pay more to buy from the business This study demonstrated that product categorycan also have certain effects in regulating the relationship between variables.Specifically, it had a role in regulating the relationship between product informationand customer satisfaction, the relationship between customizability and customersatisfaction, the relationship between order fulfillment and customer satisfaction, therelationship between customer service responsiveness and customer satisfaction Theremaining relationships were not subject to the moderating effect of the productcategory variable.

The findings of this study are expected to provide strategic implications that retailersin general and e-retailers in particular can use to develop their online services toincrease customer experience to bring satisfaction to customers.

b Research model of Ting Chi (2018)

Figure 3 Research model of Ting Chi (2018)

The general purpose of this research paper was to better understand theimportant issues related to apparel e-commerce Specifically, this study aimed toexperimentally determine the impact of apparel mobile websites' key features on U.S.consumer satisfaction, which in turn influences apparel purchase intention via mobiledevices Regarding specific objectives, this study consisted of three parts: 1) throughidentifying the main features of mobile apparel websites, this study proposed a

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research model illustrating the relationship between quality apparel sites, consumersatisfaction and consumer purchase intention, 2) examine the psychometric propertiesof the previously developed model using consumer survey data (main data werecollected in the United States), 3) provide some management suggestions formarketers and companies based on the research findings.

The theory of self-regulation proposed by Bagozzi (1992) and the WebQualScale proposed by Loiacono et al (2002); Loiacono, Watson, and Goodhue (2007):Extension from the Technology Acceptance Model (TAM) were used as the theoreticalframework for this study Data collected included 293 consumers who used apparel e-commerce in the United States.

In this study, while the relationship between response time, brand trust andcustomer satisfaction was rejected, the relationships between the visual attractivenessof the website, the attractive appearance of clothes, the quality of information on thesite, the security of the site with customer satisfaction were proven to exist Inaddition, customer satisfaction was also found to have a positive influence on theintention to use apparel on mobile commerce in the future Age groups, genders,ethnic groups, education levels, or income levels did not make a significant differenceamong U.S consumers in regard to their satisfaction with apparel mobile websites.Consumer satisfaction was proven to show good predictability for their behavioralintention.

c Research model of Shefali Jaiswal và Anurag Singh (2020)

Figure 4 Research model of Shefali Jaiswal và Anurag Singh (2020)Research conducted by Shefali Jaiswal and Anurag Singh in 2020 in order to 1)explore the factors that influence consumers' e-retail experience, 2) evaluate theimpact of these decisive factors belonging to online customer experience on customersatisfaction This study sampled online shoppers 18 years of age and older in Varanasi.The total number of responses obtained from the survey after removing and filteringincomplete data was 300 Based on the theory of online customer experience researchof Cheung and Lee (2008), the authors developed their own research model.

According to the results of the study, the findings indicate that economic value,customization, post-purchase experience and customer service were the factors thatdirectly affect customer satisfaction when shopping online Economic value was themost influential factor of customer satisfaction on digitally mediated platforms andfollowed by customer service and post-purchase experience In contrast, there was norelationship between website usability, security, customer perception and customersatisfaction.

Retailers can apply the findings of this study to focus on the determinants ofcustomer satisfaction when shopping online Theoretically, while based on researchrelated to online customer experience, this paper provided a model capable ofproviding insight into the elements of customer experience and determining customersatisfaction intentions From a management perspective, those findings will provide acomprehensive view of the factors customers used to measure their satisfaction, which

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led to more effective strategies to increase customer satisfaction and their onlinepurchase intention.

d Research model of Nan Chen và Yunpeng Yang (2020)

Figure 5 Research model of Nan Chen và Yunpeng Yang (2020)

In the current era, when technology has become an indispensable part ofpeople's lives, consumers' purchasing intentions and behavior have also undergonesignificant changes Current purchase intention is not only influenced by factors suchas the product, service, or supplier unilaterally, it is also influenced by factors ofonline nature, such as convenience and ease of use of the website, density of thenetwork, etc This article aimed to 1) discuss the influence of network structure on therelationship between customer experience and purchase intention of consumers, 2)investigate the influencing factors of the customer experience that will be affected bydifferent characteristics of the network structure, thereby determining the direction tooptimize the network resources of the enterprise To investigate these hypotheses, theauthors collected sample data in 2 phases: Phase 1 - 246 responses were collected forthe purpose of creating the final complete questionnaire; Phase 2 - Distributed 400questionnaires and then collected 321 valid copies This study used two theoriessimultaneously as a theoretical framework for the model, namely Customersatisfaction theory and Network structural embeddedness theory.

The study showed that there is a positive relationship between ease of use ofthe website, service related to the website, customer fees and purchase intention of

consumers The findings also show that the ease of use of the website, the serviceassociated with the website, and the customer cost had a positive impact on thedensity of the network In addition, the service associated with the website, andcustomer cost had an impact on the centrality of the network The study determinedthat network size and network density directly impacted consumer purchase intention.In contrast, the relationship between ease of use of the website, service to the website,customer cost, and network size was not demonstrated in this study.

e Research model of Sanjay Dhingra, Shelly Gupta và Ruchi Bhatt (2020)

Figure 6 Research model of Sanjay Dhingra, Shelly Gupta và Ruchi Bhatt (2020)The SERVQUAL model (Parasuraman et al., 1988) was used as thebackground theory for this study The authors distributed 350 questionnaires (mostlystudents and working people from the millennial generation) In which, 278 valuableresponses were collected for analysis.

According to the results shown after analysis, trust was considered the only service quality aspect havin a significant influence on the overall service quality Theresult was similar to those of Lee & Lin (2005), Piercy (2014) and Li et al (2009),who found trust to be the most important factor in customers' perception of onlineservice quality Trust led to customer satisfaction by improving the relationshipbetween buyers and sellers through enhancing cooperation and reducing conflict(Punyatoya, 2019) Other aspects such as website design, reliability, responsiveness,and personalization were not shown to have an impact on overall service quality.However, it did not mean that these factors were not relevant It was possible thatthese factors were already of interest to e-commerce websites Although websitedesign was considered the main driver of success in the early days of online retail

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(Wolfinbarger & Gilly, 2003; Yoo & Donthu, 2001), the results do not suggest thatwebsite design is a differentiating factor.

This may indicate a shift in the preferences of online shoppers (Su et al., 2008).They shopped online for ease of transaction and convenience, thus, less concernedwith the aesthetics of the website and more concerned with the privacy and security oftheir data (Shankar & Jebarajakirthy, 2019) Another factor such as personalizationalso did not significantly affect the overall service quality, which may indicate thatpeople were worried about how their personal information will be handled and thepossibility of their personal information being exposed to an untrusted person (Than &Grandon, 2002) Furthermore, the study also showed the relationship between overallservice quality and customer satisfaction as well as customer satisfaction and purchaseintention This was consistent with the results of Amin (2016), Khan et al (2019),Tzavlopoulos et al (2019), Hamzah et al (2017) In addition, similar to the results ofprevious studies by Hsu et al (2012), Ali (2016), this study also observed a positiveinfluence of customer satisfaction on purchase intention.

f Research model of Muh Haerdiansyah Syahnur, Jafar Basalamah vàAckhriansyah Ahmad Gani (2020)

Figure 7 Research model of Muh Haerdiansyah Syahnur, Jafar Basalamah vàAckhriansyah Ahmad Gani (2020)

The objective of the study was to examine the relationship between 8 variablesof customer experience and online satisfaction of consumers To achieve this goal, theauthors conducted a sample of 100 online shoppers in Indonesia.

This study used the customer experience theory of Lemke et al (2011) as the basisfor developing our research model After analysis and verification, the findings

indicated that usefulness and personalization will have no impact on customersatisfaction Meanwhile, the remaining relationships were proved to exist: therelationship between value for time, customer recognition, ability to deliver onpromises, ability to solve problems, competence as well as accessibility and consumersatisfaction.

g Research model of Ganesh Dash, Kip Kiefer và Justin Paul (2021)

Figure 8 Research model of Ganesh Dash, Kip Kiefer và Justin Paul (2021)Ganesh Dash, Kip Kiefer and Justin Paul conducted the research paper to 1)explore the reality of marketing in the digital economy and provide a portal on theeffectiveness of marketing in the digital world, 2) promote the discovery of the rightmarketing mix to reach new customer segments, 3) address gaps in existing researchby empirically examining the influence of factors different models of Marketing 4.0.Marketing 4.0 theory was used as a theoretical framework to develop a researchmodel In this study, the researcher distributed a total of 800 questionnaires in bothface-to-face and online survey formats However, only 508 participant responses wereused.

Collected data was analyzed to see the relationship between the identifiedvariables The results showed that brand identity and brand image will have a positiveimpact on consumer satisfaction In addition, they had also been shown to have arelationship with customer purchase intention Surprisingly, the relationships betweenbrand reputation, brand interaction and brand satisfaction and purchase intention werenot accepted in this study Besides, the research team also showed that, compared tothe remaining factors, brand identity was considered to be the factor that has the

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strongest influence on both the satisfaction and purchase intention of customers.Those conclusions proposed management implications that will contribute to creatingprestige as well as efficiency for organizations selling online.

1.2.1.2 Domestic research projects

a Research model of Nguyen To Nhu, Nguyen To Uyen and Dang Thi Kim Ngan(2017)

Figure 9 Research model of Nguyen To Nhu, Nguyen To Uyen, Dang Thi Kim Ngan(2017)

The study collected data from a sample of consumers in Kon Tum city havingengaged in online shopping behavior The sample size was 227 and was obtainedthrough a combination of face-to-face questionnaire distribution and onlinequestionnaire Similar to the study of Thi Song Hanh Pham and Mohammad FaisalAhammad (2017), the factors in this study conducted in Kon Tum also divide thefactors into 3 groups corresponding to 3 stages of the customer journey Dynamicmodel of online customer experience (Klaus', 2013) was used as the theoreticalframework for this study.

After surveying and testing the hypotheses, the authors had shown that therewas a positive relationship between information quality, product characteristics,feedback, payment methods, customer care services customer care, product quality

and overall customer satisfaction In contrast, website design, supplier reputation,transactionability, security, and delivery had no impact on customer satisfaction.This research served as an important input for online sellers to increase customersatisfaction by improving and enhancing the customer experience throughout theirshopping journey Furthermore, this study will be able to enrich the existing literatureon customer satisfaction and online purchase intention.

⇒After synthesizing and studying relevant documents both nationally andinternationally, the team conducted this study with the desire to determine whichfactors in the purchasing process have the strongest impact on customer satisfaction;thereby, providing more insights into the customer's experience when shopping online.And to do that, this project will simultaneously study the elements of all three stagesin the customer journey to get the most complete overview.

After reviewing related models, the team found there are two main approachesto analyzing online shopping customer satisfaction While the first approach focuseson the process leading to customer satisfaction, the second approach focuses onelements belonging to different stages of the online shopping process In addition,according to research, the second approach has not been researched by many authorsin Vietnam Therefore, this paper researches the factors affecting customer satisfactionwhen shopping online in Da Nang city according to the second approach which is acomprehensive approach to factors belonging to the pre-purchase, purchase and post-purchase process.

The team will develop a research model based on the Dynamic model of onlinecustomer experience Accordingly, the factors will be divided into 3 groups,corresponding to 3 stages in the customer journey.

- First stage - pre-purchase stage:

According to research by research groups Thi Song Hanh Pham andMohammad Faisal Ahammad (2017), Nguyen To Nhu, Nguyen To Uyen, DangThi Kim Ngan (2017), website interface was not a factor affecting satisfactioncustomer satisfaction when shopping online However, in recent years, theaesthetics of the website had been assessed as a significant weight inconsidering the level of customer satisfaction when using an online shoppingwebsite This fact was also proven in a 2018 research paper by Ting ChiLikewise, the relationship between brand reputation and customer satisfactionwas not demonstrated in the study by Ganesh Dash, Kip Kiefer, Justin Paul

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(2020), Ganesh Dash, Kip Kiefer, Justin Paul (2021) So, this study wants totest these relationships again.

Based on research conducted by Nan Chen and Yunpeng Yang (2020),the ease of use of a website was a factor of customer experience Ease of usingthe website, information quality were two factors that have been proven to havea relationship with customer satisfaction in the 2017 study researched by ThiSong Hanh Pham and Mohammad Faisal Ahammad and 2018 by Ting Chirespectively.

- Second stage - pre-purchase stage:

According to a study by Thi Song Hanh Pham and Mohammad FaisalAhammad (2017), the speed of completing a transaction was assessed bycustomers as a factor that has a significant impact on the overall satisfaction ofcustomers making a transaction online.

The relationship between online shopping security and customersatisfaction was not consistent across different studies Specifically, in theresearch paper of Thi Song Hanh Pham and Mohammad Faisal Ahammad(2017), Ting Chi (2018), this relationship was proven to exist However, inthose of Shefali Jaiswal and Anurag Singh (2020) and Nguyen To Nhu, NguyenTo Uyen, Dang Thi Kim Ngan (2017), this relationship was rejected Therefore,the research wants to test the relationship between these variables.

- Final stage - post-purchase stage:

Order fulfillment and ease of product return impacted on customersatisfaction according to research by Thi Song Hanh Pham and MohammadFaisal Ahammad (2017), Muh Haerdiansyah Syahnur, Jafar Basalamah andAckhriansyah Ahmad Gani (2020).

Customer service was mentioned in the model of Nan Chen andYunpeng Yang (2020) as a factor of customer experience Customer servicewas a decisive factor in customer satisfaction when shopping online and thisresult reached consensus among different studies by the authors Thi Song HanhPham and Mohammad Faisal Ahammad (2017) and Shefali Jaiswal and AnuragSingh (2020).

Besides, the relationship between customer satisfaction and online purchaseintention of consumers will also be examined in this study This relationship was

shown to exist in some previous studies: Ting Chi (2018), Sanjay Dhingra, ShellyGupta and Ruchi Bhatt (2020), Ganesh Dash, Kip Kiefer and Justin Paul (2021).

V Research model and hypothesis development1 Research model development

Through the process of analyzing and synthesizing domestic and foreignprojects, it can be seen that there exists a relationship between factors belonging to thecustomer experience at 3 different stages of the customer journey to customersatisfaction and thereby influence their online purchase intention In addition, the gapsin previous studies highlight the need to conduct research in Da Nang on thisrelationship.

From the research objects which are factors belonging to customer experiencethat can affect customer satisfaction, thereby leading to online purchase intention aswell as the context of Da Nang market in particular, In the Vietnamese market ingeneral, this study will inherit, develop and test the influence of the above factors oncustomer satisfaction and the relationship between customer satisfaction and onlinepurchase intention The authors will perform:

- (i) Test the influence of 4 factors of the pre-purchase process on customersatisfaction when shopping online of Da Nang consumers, including: websitedesign, ease of use, information quality and brand reputation, in which, all 4factors are inherited from previous studies.

Specifically: website design and information quality inherit fromresearch by Thi Song Hanh Pham and Mohammad Faisal Ahammad (2017),research by Ting Chi (2018) and research by Nguyen To Nhu, Nguyen To Uyenand Dang Thi Kim Ngan (2017); the ease of use inherits from the study of ThiSong Hanh Pham and Mohammad Faisal Ahammad (2017) and the study ofNan Chen and Yunpeng Yang (2020); brand reputation inherited from researchby Ganesh Dash, Kip Kiefer and Justin Paul (2021) and research by Nguyen ToNhu, Nguyen To Uyen and Dang Thi Kim Ngan (2017).

- (ii) Test the influence of two factors in the buying process on customersatisfaction when shopping online of Da Nang consumers, including: ease ofcheck out and security, in which, both factors are inherited from previousstudies.

Specifically: ease of use inherits from the study of Thi Song Hanh Pham andMohammad Faisal Ahammad (2017); security inherits from the research of Thi

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Song Hanh Pham and Mohammad Faisal Ahammad (2017), research by TingChi (2018), research by Shefali Jaiswal and Anurag Singh (2020) and researchby Nguyen To Nhu, Nguyen To Uyen and Dang Thi Kim Ngan (2017).- (iii) Test the influence of 3 factors in the post-purchase process on customer

satisfaction when shopping online of Da Nang consumers, including: orderfulfilment, customer service and ease of return, in which, all 3 factors areinherited from previous studies.

Specifically: order fullfilment inherits from the study of Thi Song HanhPham and Mohammad Faisal Ahammad (2017), the study of MuhHaerdiansyah Syahnur, Jafar Basalamah and Ackhriansyah Ahmad Gani(2020); customer service inherited from the study of Thi Song Hanh Pham andMohammad Faisal Ahammad (2017), the study of Shefali Jaiswal and AnuragSingh (2020), the study of Nan Chen and Yunpeng Yang (2020); ease of returninherited from the study of Thi Song Hanh Pham and Mohammad FaisalAhammad (2017).

With the aim of developing a holistic view of the entire online customerexperience, the authors tries to avoid missing out on any elements that customers mayencounter during their online shopping Therefore, in combination with the researchgaps that have been explored and studied, this study applies the model of Klaus (2013)along with the definition of the online shopping experience (which is an overall set ofcustomer experiences resulting from their interactions with resellers from e-retail sitesduring their shopping process from pre-purchase, purchase to post-purchase) to createa research model.

Following that orientation and on the basis of the research overview, thisresearch paper proposes the research model and corresponding hypotheses:

Figure 10 Research method

1.1 Pre-purchase stage and customer satisfaction1.1.1 Website design

The importance of aesthetics in e-commerce websites had been demonstratedby Tractinsky and Lowengart (2007) in their research paper They found that thedeveloper of an e-commerce website must consider the aesthetics and ease of use ofthe website According to De Angeli, Sutcliffe and Hartmann (2006), customers willfeel satisfied when they linked to a secure, intelligently designed and user-friendlywebsite The website image should be structured by focusing on the type of productand type of customer that the website is aimed at (Wang, Minor and Wei, 2011).According to Ahn, Ryu and Han (2007), the quality of the website's design affectedthe way users view the website because it is the portal through which the transactionwas made Therefore, website retailers should invest in, adjust and design qualitywebsite layouts, in accordance with the needs of customers Quality, user-friendly webdesign had an important impact on customer experience and product repurchaseintention In other words, the customer experience on websites ranged frominformation search to purchase and posting post-purchase experience, so it was reallyimportant to design a quality and attractive website (Wolfinbarger and Gilly, 2003).Rose, Clark, Samouel and Hair (2012) examined and found that e-retailers that investin quality website design will provide a better experience for their e-customers.

S McKinney (2004) proved that the aesthetic features of a website includingcolor, graphics, layout and design were the factors that stimulate interest, purchase and

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satisfaction Rose et al (2012) also found evidence that site aesthetics providedsensory stimuli that support the formation of experiential impressions.

Accordingly, we propose the following hypothesis:

H1: Website design has a positive impact on customer satisfaction.

1.1.2 Ease of use

To be successful, e-commerce websites must be useful, easy to use, easy tonavigate and easy to understand – measures of the Technology Acceptance Model(TAM) about Perceived usefulness and Perceived ease of use (Yi-Hsuan Lai, Hsiu-Chin Huang, Ruey-Shan Lu, Chia-Ming Chang, 2013).

Many previous studies (Mpinganjira, 2016; Freeman and Freeman, 2011;Holloway and Beatty, 2003) had recognized the importance of website design and userinterface The ease of use of a website including aspects such as navigation aids,search functionality, and overall functionality gave customers a sense of control overthe online customer experience (Rose et al , 2012) According to Ahn, Ryu and Han(2007), they found that perceived ease of use included design, navigational aids,functionality, accurate and reliable information as well as reliability In the study byRose et al (2012), they examined how ease of use affects customers' perceived controland found a strong positive relationship between them.

Jun, Yang and Kim (2004) conducted a study on online retail in general bysending questionnaires to 260 MBA students in the United States In the study, theyfound that ease of use was a key factor in determining online retail service quality aswell as customer satisfaction The direct relationship between ease of use and onlineshopper satisfaction had also been demonstrated in the research of Pham and Ahmed(2017).

Accordingly, we propose the following hypothesis:

H4: Ease of use of the website has a positive impact on customer satisfaction.

1.1.3 Information quality

Information provided by online stores assisted customers in making purchasingdecisions Comprehensive and in-depth information allowed customers to predictproduct quality and utility (Wolfinbarger and Gilly, 2003) Up-to-date, relevant,complete and understandable information helped customers make good choices (Wangand Strong, 1996) Karagül and Özdemİr (2012) demonstrated that reliableinformation quality will satisfy customers' wishes and through such information, theycan successfully execute their transactions Similarly, Wang and Strong (1996) also

argued that information was only valuable if it enhanced the performance of makers In some previous studies, information quality was measured by accuracy,completeness, consistency, understanding, personalization, relevance, security andtimeliness (Gable et al., 2008; Petter) et al., 2012) In later research, Laumer et al.(2017) also pointed out that information quality included two aspects, that were,completeness of content (reliability and completeness of information provided) andusefulness of the content (value of the information displayed) However, severalapproaches had shown that there were other aspects of information quality Forexample, Lee et al (2002) proposed a method of assessing information qualityincluding four aspects of information quality: intrinsic, contextual, representative andaccessible.

decision-Jiang and Rosenbloom (2005) suggested that e-retailers that provide valuable,in-depth product information experience higher customer satisfaction compared toretailers that provide superficial information Similarly, a 1997 study by Peterson et al.also demonstrated that richer and better quality information on a retail website leadedto higher levels of customer satisfaction.

Accordingly, we propose the following hypothesis:

H3: Information quality has a positive impact on customer satisfaction.

1.1.4 Brand reputation

According to Rindell, Anne and Oriol Iglesias (2014), brand reputation was aterm to describe consumers' attitudes toward a good and trustworthy brand It wasdefined as the consumer's perception of product quality in relation to the brand Whenconsumers bought any product, they thought about the reputation of the brand Theyperceived a lower risk for brands with a high reputation, so it can stimulate andinfluence buying decisions (Martínez, Patricia, Andrea Pérez and Ignacio RodríguezDel Bosque, 2014) According to research by Martínez et al (2014), brand reputationwas considered an important aspect when consumers wanted to make a purchasedecision It meant a high brand reputation can increase customer satisfaction and thepurchase intention of consumers A store with a reputable brand image tended to havea higher profit margin because the brand image can induce consumers to buy goods(Kremer, Florence, and Catherine Viot, 2012).

According to Bird, M., Channon, C and Ehrenberg, ASC (2014), Gronholdt, L,Martensen, A and Kristensen, K (2000), when a business had built a reputable andreliable brand, customers buying the company's products will easily make purchasedecisions and feel more satisfied Therefore, it is impossible to infer the potential

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