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The mediating role of customer satisfaction in online shopping: evidence in Vietnam

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  • Nguyen Kim Quoc Trung

Abstract

This study aimed to examine the factors influencing customer satisfaction and their impact on repurchase intentions and star ratings for online shopping via Facebook in Vietnam. The research employs a mixed-methods approach, combining qualitative techniques, such as expert interviews and surveys, with quantitative methods, such as Partial Least Square structural equation modelling (PLS-SEM). This study is grounded in theories of online shopping, customer satisfaction, and the theory of planned behaviour. The findings examined predictors of online shopping satisfaction, including brand image, security, promotion, product diversification, and price. Additionally, we estimated the influence of customer satisfaction on repurchase intentions and star ratings for online shopping in Vietnam. This study underscores the mediating role of customer satisfaction in the relationship between its determinants, repurchase intentions, and star ratings.

Suggested Citation

  • Nguyen Kim Quoc Trung, 2025. "The mediating role of customer satisfaction in online shopping: evidence in Vietnam," International Journal of Procurement Management, Inderscience Enterprises Ltd, vol. 24(4), pages 440-461.
    • Handle: RePEc:ids:ijpman:v:24:y:2025:i:4:p:440-461
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