Summary: | 碩士 === 南台科技大學 === 企業管理系 === 97 === ABSTRACT
Vietnam's e-commerce sector is growing strongly and attracting the interest of international investors. Online shopping markets have just developed in recent years in Vietnam. Therefore, there are no case studies about those issues in Vietnam before. This research provides some information about online shopping in Vietnam.
The main objective of this study is to clarify relationships among e-tail quality, customer interface, switching costs and customer satisfaction and to explore the influence of moderator variables on satisfaction level of Vietnamese customers in aspect of online shopping. This study aims to know how moderator variables (SST variable & internet experience variable) impact on paths of the model. The results show that high or low satisfaction level of self-service technology just has a bit change with theirs satisfaction in online shopping. A similar result of internet experience variable, the effect of it on customer interface quality-switching costs link and customer interface quality- satisfaction link are small. Secondly, Structural equation modeling was used to analyze the data. The results also indicate that e-tail quality and customer satisfaction play important roles to achieve high satisfaction level of customers. Finally, based on the results we can give some suggestions for managerial implications.
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