Title: Determinants of students' satisfaction with e-commerce services in Ho Chi Minh City, Vietnam

Authors: Nhu-Ty Nguyen; Thanh-Tuyen Tran; Cong-Lam Dang

Addresses: School of Business International University, Vietnam National University, Ho Chi Minh City, 71300, Vietnam ' Faculty of Business Administration, Nguyen Tat Thanh University, Ho Chi Minh City, 71300, Vietnam ' School of Business, International University, Vietnam National University Ho Chi Minh City, 71300, Vietnam

Abstract: This research will answer the questions related to online shopping service quality with well-established objectives including: exploring and identifying essential quality dimensions of virtual shopping websites that affect the perceptions of Vietnamese students about online transactions. The authors used a modified SERVQUAL model to explore whether five factors of web-design, reliability, responsiveness, trust and personalisation affect the customer satisfaction then lead to a purchase intention amongst young online shoppers. The empirical results showed that website design, efficiency, responsiveness and confidence dimensions influence the excellence of service and how customers are pleased using the service. However, an element of how quickly a store replied to the customer's needs does not have impact the quality of service and customer pleasure. Positive experiences later come to happiness and satisfaction that contribute to online purchase intentions.

Keywords: e-commerce services; satisfaction; purchase intention; online shoppers; customer pleasure; web-design; online services.

DOI: 10.1504/JGBA.2022.132955

Journal for Global Business Advancement, 2022 Vol.15 No.6, pp.764 - 781

Received: 23 Jun 2023
Accepted: 27 Jun 2023
Published online: 21 Aug 2023 *

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